A thought-out social strategy for Starbucks Coffee.

1. STARBUCKS
COFFEE
SOCIAL MEDIA STRATEGY
BY BRIANDA VILLEGAS
SEPTEMBER 29, 2016

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
• For the remainder of 2016, our priority as Starbucks Coffee is
to provide our consumers with an enjoyable online experience
via social media. While keeping this objective in mind, we also
look forward to expanding the brand name worldwide in
innovative ways. By sharing content online, we will divert
consumers to our business while still maintaining our vision of
integrity.
• Our two-step plan to achieve this goal is:
• 1. Implement a space for discussion of our services on social media
websites.

4. SOCIAL MEDIA AUDIT
Social Media Assessment Date:
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook facebook.com/starbucks 35M 6x per week 10,000 comments per post
Twitter twitter.com/starbucks 10.7M 8x per week 400 retweets per post
Instagram @starbucks 10.5M 4x per week 200,000,000 likes per post
Website Traffic Sources Assessment Date:
Source Volume % of Overall Traffic Conversion Rate
Facebook 60,000 25% 10%
Twitter 15,000 20% 8%
Instagram not available Not available Not available
Over time we want to make it our objective to grow in followers as well as traffic
rate. Although some visitors to our websites may be unique, we still would like to
attract users who are going to stay loyal to the brand.

5. SOCIAL MEDIA AUDIT
• Audience Demographics Assessment (survey of July 2015)
• Age Distribution
• 65% 18-35
• 25% 35-45
• 10% 45-60
• 5% >60
• Gender Distribution
• 56% women
• 54% men
• Primary Social Network
• 60% Facebook
• 30% Instagram
• 10% Twitter
• Secondary Social Network
• 50% Instagram
• 30% Facebook
• 20% Twitter
• Summary: Most of our customers are between the ages of 18-30, which means that we must stay constant
with our social media posts. Many of these customers enjoy our brand because they enjoy the relaxing
aspect of it.
Primary Need
• Need for caffeinated beverage for
energy.
Secondary Need
• Place to socialize with friends in
relaxing atmosphere.

6. SOCIAL MEDIA AUDIT
Competitor Assessment
• Dunkin Donuts
• FB: DunkinDonuts
• Strengths: avid posting throughout the week
• Weaknesses: Not many promotional posts that benefit customers
• Pascals Coffee
• FB: pascalscoffee
• Strengths: good community appearance
• Weaknesses: not many posts throughout the week
While both of these coffee places are very different from each other, it
would be interesting implementing more a community sense to Starbuck’s
social media posts.

7. SOCIAL MEDIA OBJECTIVES
• Overall Business Goal
• We look forward to going beyond basic Facebook statuses or Instagram posts. We want to attract different types of people to our
website and brand in hopes of increasing our revenue. Our business goal is not only to profit but to spread our business by digital
word of mouth.
• Social Media Business Goals
• 1. To increase followers and likers by 5,000 people on each form of social media in the next 2 months
• 2. To increase the minute/like ratio on Instagram.
• 3. To increase use of our promotional holiday slogans. (prizes to be rewarded)
• KPIs
• The number of likes on Facebook and Instagram
• Amount of followers on Twitter and Instagram
• Key Supporting Messages
• Waking Up with Warm Friends
• All-Nighter? Bring It On!

8. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our
brand:
• Wholesome
• Relatable
• Fun
• Open-minded
• When interacting with
customers we are:
• Respectful
• Caring
• Warm
• Genuine

9. STRATEGIES AND TOOLS
• Paid:
• Pay to boost promo videos/photos at
the end of the week, primarily
Saturdays to ensure outreach.
• Owned:
• Introduce company slogans for
customers to use when posting about
their in-store experiences.
• Have photo booths with slogan on
them at various locations.
• Earned:
• Partner up with a local school in a big
city area.
• Have promotional items for their
students and provide discounts if
students post with the hashtag
provided to them.
Tools:
• Approved:
• Barnes and Nobles
• ArtsFund
• University of Washington
• Rejected:
• N/A
• Existing Subscriptions/Licenses
• Photoshop
• Spotify

10. TIMING AND KEY DATES
• Holidays
• Halloween
• Thanksgiving
• Christmas
• Valentine’s Day
• Easter
• 4th of July
• Internal Celebrations
• March 30, 2016
• 46 year anniversary

11. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Global Social Media Director: Ryan Turner
• Monitor Starbucks social media activity
• Brainstorm outreach programs to implement all over the
world
Executive Creative Director: Leanne Fremar
• Oversees creative initiatives for the brand
• Leads the development of ideas for digital media,
packaging, and marketing
Senior Vice President of Marketing: Brady Brewer
• Responsible for building loyalty of consumers worldwide
• Leads innovative marketing campaigns

12. SOCIAL MEDIA POLICY
• Social media is a form of communication that many people
around the world have resorted to. In order to keep our
company’s values in check and ensure the online safety of our
customers, we ask that everyone take into account the
following rules for online posts and/or comments.
• 1. Be respectful.
• 2. No vulgarity.
• 3. Be nice to other users.
• 4. Be helpful.
• 5. Do post constructive criticism.

13. CRITICAL RESPONSE PLAN
• Scenario 1
• Threat sent over Facebook Messenger
Action Steps:
1. Examine the content to determine
actual threat.
2. Contact proper law enforcement if law
is being broken by messenger.
3. Speak with team to find plan to avoid
threats such as these in the future.
Preapproved Messaging
• No preapproved messaging would be
used in this situation. We would prefer to
consult with law enforcement before
proceeding with the conversation.
• Scenario 2
• News story about contamination
Action Steps
1. Conduct internal investigation
2. Determine which locations were
effected
3. Consult with team about closing
those locations to ensure safety of
customers
Preapproved Messaging
• Facebook: “Due to internal code
violations, Starbucks Location A, will
be closed until further notice.
However, you can still enjoy your
favorite brew at these open locations!

14. MEASUREMENT AND REPORTING RESULTS
Quantitative KPIs Reporting Period: : 2 months Data as of July 2016
Social Network
Data Monthly Average July 2016-September 2016
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter
www.twitter.com/sta
rbucks 11.7M 20 times a week average retweets = 500 per post
Facebook
www.facebook.com/
starbucks 36.4M 7 times a week 12,000 comments per post
Instagram @starbucks 11.5M 7 times a week 250,000,000 likes per post
Website Traffic
Data Date: August 2016
Source Volume % of Overall Traffic Conversion Rate
Twitter 20,000 30% 12%
Facebook 65,000 35% 14.7%
Instagram 60,000 20% 20%
Over the past two months, our Twitter followers have grown by almost 9,000 which is
a remarkable rate. It is far above what we expected.
Our Facebook page is the site that seems to be the most successful. By implementing
our Facebook posting strategies to our other social media, we can expect a significant
increase of user participation.