Starbucks Social Media Strategy Jamesha

1. SEPTEMBER 30TH, 2016
JAMESHA GILLIAM

2. TABLE OF CONTENTS
• Executive Summary, November
2014
• Social Media Audit
Social Media Assessment
Traffic Sources Assessment
Customer Demographics
Assessment
Competitor Assessment
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and
Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting
Results,

3. EXECUTIVE SUMMARY
• Our major social media priorities for 2016 will be to increase our customer
interaction on all social media.
• The primary focus will be to build connection with our consumers through
regular engagement and two-way conversation with our audience.
Two major social strategies will support this objective:
• Assigning specific roles for customer online engagement
• Creating an agenda for an effective way to respond to customers through
all social media networking.

4. SOCIAL MEDIA AUDIT –
SOCIAL MEDIA ASSESSMENT
Social Network URL Follower Count Average
Weekly Activity
Avg.
engegament
rate -
# of
interactions/
reach
Facebook https://www.faceboo
k.com/Starbucks/?h
c_ref=SEARCH&fre
f=nf
36,456,447 10 post per
week
10%
Twitter https://twitter.com/
Starbucks
11.7 million 65 per week 15%
Instagram https://www.instagr
am.com/starbucks/
11.6 million 9 posts per
week
2,236
LinkedIn https://www.linkedi
n.com/company-
beta/2271?pathWild
card=2271
726,361 24 post per
month
0%

5. SOCIAL MEDIA ASSESSMENT
• At present time, the highest number of
interactions per post occurs on Twitter
(engagement rate cannot be calculated at
present time.) Our follower base is very
successful.

6. SOCIAL MEDIA AUDIT –
WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume % of overall traffic Conversion rate
Facebook 10,000 25% 2.9%
Twitter 20,000 22% 1.8%
Instagram 10,000 20% 1.6%
LinkedIn 5,000 10% 1%
• At present time, Facebook is the biggest driver
of traffic to our website.

7. SOCIAL MEDIA AUDIT –
AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
distribution
Primary
social
network
Secondary
social
network
Primary need Secondary
need
35% 18 - 30
45% 31 - 40
10% 41 - 55
10% 56 - 80
45% Female
55% Male
55% Female
45% Male
50% Twitter
30%
Facebook
15%
Instagram
40%
Instagram
20%
Facebook
20% Twitter
Getting
coffee before
work
Getting
coffee for
meeting and
with friends

8. SOCIAL MEDIA AUDIT –
AUDIENCE DEMOGRAPHICS ASSESSMENT
A majority of survey respondents are in the 41 - 50 age
group. Facebook and Twitter are their core social
networks. Coffee before work are primary reasons for
visiting. Energies should be dedicated to further
develop more engagement on all social networks.

9. SOCIAL MEDIA AUDIT –
COMPETITOR ASSESSMENT
Competitor name Social Media Profile Strengths Weaknesses
Dunkin Donuts Twitter:
@dunkindonuts
Lots of customer
engagement
Very little
promotional posts
• Overall, we should try to increase
customer engagement to surpass our
competitor.

10. SOCIAL MEDIA OBJECTIVES
• SOCIAL MEDIA OBJECTIVES
• In 2016, the primary focus of our social media strategy will be to increase
customer engagement on all social media profiles.. In order to do so, our social
media priorities will be growing our social media team and sharing more
engaging, relevant content and building deeper relationships with our customers.
Some specific objectives include:
• Increase customer interactions by 20% in 6 months via:
a. Increased social media tem members
b. Increased use of social media monitor tools for all social networks
available

11. SOCIAL MEDIA OBJECTIVES
KPI’s
• Number of interactions on all
social networks
• Number of weekly photo and video
posts to Facebook and Twitter
Key Messages
• Your Starbucks experience
• Starbucks and a friend

12. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Fun
• Personal
• Excited
When interacting with customers
we are:
• Friendly
• Helpful
• Apologetic

14. STRATEGIES AND TOOLS
Paid: Every Monday boost most popular organic Facebook AND Twitter posts
for the weekend.
Owned: Schedule posts explaining that customers can reach customer service
through social media profiles
Earned: Monitor all social media profiles individually to increase customer
interaction
Approved Tools:
• Hootsuite
• Buffer

15. TIMING AND KEY DATES
Important times:
• First days of school
• First day after winter break
• Daylight savings time
• Spring Forward
• Christmastime
Precise dates TBA.
Reporting dates:
• Reporting will occur once a
quarter in February, May, August
and November. Precise dates TBA.

16. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Marketing Director – Jamesha
Gilliam
• Social Media Manager – Haley
Lehmann
• Social Media Coordinator –
Lauren Gantt
Supporting Social Media Team
Members
• Nicole Franco (social ads support)
• Jillie Pank (customer support -
social media)

17. SOCIAL MEDIA POLICY
• SOCIAL MEDIA POLICY
• Social media is a deeply ingrained in our day to day lives. We use it to spread company
messages, interact with customers and partners, and to share our personal activities,
thoughts, ideas, plans and more. As an employee and representative of Starbucks Coffee you
are expected to demonstrate best practices and a sense of etiquette in your use of social by
following some simple guidelines:
• Starbucks Coffee is serious about the appropriate use of social media by our employees.
Violation of the Starbucks Coffee social policy may result in corrective action, up to, and
including, termination. You may also be subject to legal action, including criminal prosecution.
The company also reserves the right to take any further action it believes is appropriate.
Should you have any questions or concerns please speak to your Manager or anyone on the
HR team.

18. CRITICAL RESPONSE EPLAN
• CRITICAL RESPONSE PLAN
• Scenario 1 - Inappropriate Tweet Sent from @starbuckscoffee
• Action Plan
• When Tweet is detected: Take screenshot
• Alert Social Media Manager, then marketing director
• Impact and reach to be discussed
• Follow up tweet dispersed
• If media has picked up the Tweet, social media team to manage all direct
contact

19. MEASUREMENT AND REPORTING
• Engagement on all social media networks increased
on all networks by at least 11%
• We will continue to monitor all customer engagement
and keep the expanded social media team