This document outlines Starbucks' social media strategy for increasing engagement on platforms like Facebook, Twitter, and Instagram over six months. Key objectives are to increase followers by 3-5% and content published by 50%. The strategy includes paid ads, user-generated content promotions, and celebrity partnerships. Roles and responsibilities are defined for social media team members. Metrics like followers, engagement, and website traffic will be measured quarterly to assess progress. Critical response plans address potential issues like inappropriate posts or negative customer responses.

1. Starbucks Social Media Strategy
Project for PUR3622
By: Casey Coffey
9/29/16

2. Table of Contents
Slide 3…………………...Executive Summary
Slide 4…………………...Social Media Audit
Slide 5…………………… Audience Demographics
Slide 6…………………….Competitor Assessment
Slide 7…………………...Social Media Objectives
Slide 8…………………....Online Brand Voice
Slide 9…………………....Strategies and Tools
Slide 10…………………….Timing and Key Dates
Slide 11…………………….Social Media Roles and Responsibilities
Slide 12 ………………….Social Media Policy
Slide 13………………….Critical Response Plan
Slide 14………………….Measurment and Reporting Results

3. Executive
Summary:
Our social media priorities over the next six months, beginning in
September and ending in March, include: increasing the number of
followers on Facebook and Twitter, expanding our presence on
Instagram and increasing the amount of content published on all social
media networks. By working to achieve these objectives, we hope will be
able to drive more visitors to our website, www.starbucks.com. In order
to accomplish these objectives we will increase the number of posts with
interactive visuals, respond to likes/comment/shares of our audience and
analyze what was commented on and for what reason. We hope after six
months that we will have a stronger social media presence.

4. Social Media Audit
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engageme
nt Rate
Twitter www.twitter
.com/Starb
ucks
99.5K 9 62.3%
Facebook www.faceb
ook.com/St
arbucks
33.4m 7 40.2%
Instagram www.instag
ram.com/St
arbuck
11.5m 5 39.6%
LinkedIn www.linked
in.com/Star
bucks
724.8k 3 30.4%
In our social media
assessment we saw that
the highest level of
engagement was on
Facebook and the lowest
level of engagement was
on LinkedIn

5. Website Traffic Assessment
& Audience Demographics
Source Volume
(unique
visitors)
% of
Overall
Traffic
Convers
ion Rate
Twitter 1500 60 2
Facebo
ok
2000 50 2.5
Instagra
m
No Data No Data No Data
LinkedI
n
1000 30 .08
At our present rate Facebook is the
biggest driver of traffic. The primary
social network for our audience is
Facebook.
Age
Distribution
Gender
Distribution
Primal
Social
Network
Secondary
Social
Networ
Primary/Se
condary
Need
18-30 53%
Female
49%
Facebook
29%
Facebook
Primary:
quality
coffee
30-45 47% Male 23%
Twitter
21%
Twitter
Secondary:
atmospher
e
45-55 15%
LinkedIn
25%
LinkedIn
55-65 13%Instagr
am
25%Instagr
am
65+

6. Competitor Assessment
Dunkin’ Donuts:
Very visual, responsive to customers, photos are
easy to recognize as Dunkin’ Donuts.
More substantial food options, lower prices,
“America runs on Dunkin’’
Does not have a calming atmosphere, revenue is
lower, lower quality
McDonalds:
Does not post as much, uses visual sometimes,
photos are recognizable as McDonalds
Grab and go atmosphere, much more extensive
menus, “I’m lovin’ in.”
Lower quality, unhealthy perception among
majority, does not utilize social media

7. Social Media Objectives
Our overall goal of our social media strategy is to drive more visitors to our social media networks with
creative content and to engage them to purchase our products. We want to continue to be responsive to our
customers and build deeper relationships with them.
Social Media Objectives to Support Business Goals:
Objective 1: To increase Facebook likes and Twitter followers by 3% in six months.
Objective 2: To expand Instagram presence by increasing number of followers by 5% in six months.
Objective 3: To increase the amount of content published on all social media networks by 50% in six months.
KPIs: Number of posts with photos, videos and other interactive visuals. Number of likes, comments,
retweets, shares, etc of our posts by our audience. Number of visits to our website from new followers of our
social media networks. Sentiment analysis of the comments on our posts by our audience. Analysis of which
content was shared or commented on and for what reason was it shared

8. Adjectives That Describe
Our Brand
Online
Brand
Voice

9. Strategies and Tools
Paıd:
1. Boost most popular Facebook Posts twice a week
2. Pay to place ad on Facebook and Instagram
Owned:
1. Use #StarbucksMyWay and share a photo of you with your
Starbucks order to get 50% off on your purchase on Monday.
2. Audience can share Facebook photo in monthly challenge
and winner will be drawn from entries to win free drink.
Earned:
1. Monitor Twitter for keywords (coffee, darkroast, Starbucks,
etc) and reply to those who use them.
2. Partner with 5 celebrities to announce specialty fall and
winter drinks.

10. Timing and
Key Dates
Key Dates
September 29 -National Coffee Day
Easter Sunday and Christmas some stores are
closed early
Internal Events
Community Outreach- Date TBD
Food and Toy Drive - Date TBD
Lead Tımes:
Facebooks ads and social media posts to be
launched within the next week
Reportıng Dates:
Reporting dates will occur once a quarter, precise
dates TBD

11. Social Media Roles and Responsibilities
Social Media Director: Ryan Turner
Responsibilities: Team leadership, social media management, content strategy, web
analytics, search engine optimization, strategic planning, lead high performing teams
Social Media Manager: Kelly Broili
Responsibilities: Team leadership, social media management, content strategy, web
analytics, search engine optimization, strategic planning, creating social media content
Social Media Coordinator: Stephanie Marx
Responsibilities: Team leadership, social media management, content strategy, web
analytics, search engine optimization, strategic planning, strategic planning, creating
social media content

12. Social Media Policy:The pages, boards, conversations, hashtags and applications created or administered by Starbucks on social media platforms (for
example, Twitter, Instagram, Facebook, Pinterest, Tumblr, and Snapchat) are for you to enjoy. We welcome your comments, pictures,
videos and other content (“User Content”) so long as your User Content complies with these Terms and Conditions and each
platform’s respective terms of use and privacy policy.
You agree that:
● The information that is shared on pages, boards, and applications created or administered by Starbucks may or may not be
accurate, complete, reliable or up to date.
● You read all User Content at your own risk.
● Your User Content will be accurate, will not violate any applicable law, regulation or guideline, will not violate any right of a
third party including, without limitation, copyright, trademark, privacy or publicity rights, and will not cause injury to any
person or entity.
● Your User Content will not contain any obscene, profane or threatening language, and will not contain software viruses,
political campaigning, commercial solicitation, chain letters, mass mailings or any form of “spam.”
● If you are employed or otherwise compensated by Starbucks, you must disclose your relationship with Starbucks when
promoting Starbucks products and services.
● We encourage you to engage in meaningful dialogue but ask when discussing or challenging each other’s views or opinions that
you do so respectfully.
From: http://www.starbucks.com/coffeehouse/social-media-terms-and-conditions

13. Critical
Response Plan
Scenarıo One: Inapproprıate tweet or post
from Starbucks offıcıal account.
Action Steps: Alert Kelly Brolili and if she
is not available Ryan Turner. Screenshot
the offending tweet.
Pre-approved Messaging: The message
will be determined by the severity of the
post. An example may be "Starbucks is
deeply sorry for the offensive post (tweet)
and we are working directly with the
customer to address the situation. The
offending employee is no longer working
for Starbucks."
Scenarıo Two: Starbucks offıcıal account
responds to a customer’s post, tweet, etc ın a
rude or negatıve way
Action Steps: Alert Kelly Brolili and if she is
not available Ryan Turner. Screenshot the
offending tweet and then delete tweet
Pre-approved Messaging: The message will be
determined by the severity of the post
An example may be "Starbucks is deeply sorry
for the offensive post (tweet) and we are
working directly with the customer to address
the situation. The offending employee is no
longer working for Starbucks."

14. Measurement and Reporting Results
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagemen
t Rate
Twitter www.twitter.
com/Starbu
cks
200.6k 15 75%
Facebook www.facebo
ok.com/Star
bucks
40m 20 50%
Instagram www.instagr
am.com/Sta
rbuck
20m 10 40%
LinkedIn www.linkedi
n.com/Starb
ucks
900k 6 354%
Over the six month
period the number of
followers on all social
media platforms
increased and the
overall traffic increased
as well.
The content that was
shared, commented on
and liked received
positive feedback and
increased engagement.