STARBUCKS
S
SOCIAL MEDIA STRATEGYFebruary 21, 2016
Abby Wilsey
TABLE OF CONTENTS
• Executive Summary• 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
EXECUTIVE SUMMARY
The main goal for 2016 is to gain a wider following on social media accounts among millenials.
The focus of social media will be to grow relationships with millennial followers through posting engaging content and communicating with followers with the social media accounts.
Strategies:• Post content that appeals and engages our target
demographic.• Communicate and offer customer service to followers.
AUDIT: SOCIAL MEDIA ASSESSMENT
Social Network URL Follower Count Average Weekly Activity
Average EngagementInteractions/Reach
Facebook https://www.facebook.com/Starbucks/
36,133,019 3-4 posts/week 5.1%
Twitter https://twitter.com/Starbucks
11,600,000 5 posts/week 3.1 %Instagram https://www.insta
gram.com/starbucks/
7,700,000 7 posts/week 6.7 %
Currently, Starbucks is most active on Instagram while having the most followers on other sites, so increasing activity on Twitter and Facebook is recommended.
AUDIT: WEBSITE
Site Volume Percentage of Overall Traffic
Conversion Rate
Facebook 300,000 7% 3.2%Twitter 450,000 10% 5%Instagram 750,000 24% 10%
Timeframe: Monthly Average
Currently, Instagram drives the most traffic out of all social networks, with the highestconversion rate as well.
AUDIT: AUDIENCE DEMOGRAPHICS
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
70% 18-30 81% Female, 19% Male
Instagram Twitter Coffee before work/class
Coffee to look good in social media picture
10% 31-40 70% Female 30% Male
Facebook Instagram Coffee Before Work
Coffee as a daily habit
10% 41-55 90% Female 10% Male
Twitter Facebook Coffee Before Work
Coffee as a daily habit
10% 56-80 100% Female
Facebook Twitter Coffee as a daily habit
Coffee After Dinner
Most of Starbucks audience comes from the millennial age group and the gender is mostly female.
AUDIT: COMPETITOR ASSESSMENT
Competitor Name
Social Media Profile
Strengths Weaknesses
Dunkin Donuts Instagram: Dunkin Donuts
Posts more often, More video posts
Posts don’t vary much
Caribou Coffee Twitter: Caribou_Coffee
Emphasizes products. Posts are more candid
Posts aren't as high quality Not very many followers
Dunkin Donuts is more of a threat, Starbucks should post more frequently and post more media.
SOCIAL MEDIA OBJECTIVES
• The social media objective for 2016 is grow relationships with millennial followers through posting engaging content and communicating with followers with the social media accounts.
• Specific Objectives: 1. Increase millennial followers on all social media accounts (Instagram, Twitter, Facebook) by 25% by January 2017
2. Grow comments/likes/shares on posts by 15% by January 2017-Reply to comments, and comment on shared posts engaging follower
in conversation3. Increase visual/video content posted on Facebook and Twitter by 30% by April 2016
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe the brand:• Quirky• Green• Trendy• Outdoorsy
When interacting with followers we are:• Charismatic• Helpful• Excited• Friendly
STRATEGIES AND TOOLS
Strategies:• Post video on Facebook of
someone enjoying their Starbucks in a outdoor location every Saturday
• Once every three days, post Instagram with hashtag #mystarbucks and encourage others to share their drink.
• Tweet 3 people daily who have shared or commented on Twitter post.
Tools:• Hootsuite• Buffer
TIMING AND KEY DATES
Holiday Dates:• Valentines Day• Saint Patricks
Day• Easter• Earth Day• July 4th • Holiday Season
Nov.-Jan.
Internal Events:• Boys and Girls Club Fundraiser (March 5th)• Earth Day Fundraiser (April 22nd)
Reporting Dates:• February, May, August and November. (Exact dates TBA)
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Marketing Director of Operations: Diego Aguilar• Manager of Social Media Strategy: Ashlee Langholz• Digital Engagement: Ryan Turner• Global Social Media: Stephanie Marx
SOCIAL MEDIA POLICY
Social Media plays a big role at Starbucks, especially when it comes to interacting with customers and developing relationships. It is the company’s goal to post content that allows customers to engage with us and feel a personal connection with the brand. A few key rules help us achieve that goal:• Respond to complaint comments within 24 hrs. and offer a solution• Reply to at least 10 positive comments a day reaffirming the positive feeling • Don’t bad mouth competitors • Always have positive message in posts and comments• Ask a coworker to read over posts before you send it out
CRITICAL RESPONSE PLAN
FOLLOW IF INAPPROPRIATE POST IS DETECTED:1. Screen shot the post and save a link to the post for reference2. See Ashlee or Diego before you take any action3. Talk with them about what should be done4. Take any action suggested by Ashlee and Diego 5. In the event that journalists saw the tweet, talk to head of
public relations (Matt Wilson) or his team to see how we can mitigate damage
6. Save the screenshot into a file so Ashlee and Diego can use it as an example of what not to do in the future and employees can reference it
MEASUREMENT AND REPORTING RESULTS: WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume Percentage of Overall Traffic
Conversion Rate
Facebook 450,000 12% 5%Twitter 590,000 20% 12%Instagram 870,000 30% 19%
Reporting Period: 3 months
MEASUREMENT AND REPORTING RESULTS: SOCIAL NETWORK DATA
Social Network
URL Follower Count
Avg. Weekly Activity
Engagement Rate
Facebook https://www.facebook.com/Starbucks/
40,133,019 10 posts/week 10.1%
Twitter https://twitter.com/Starbucks
17,600,000 15 posts/week 7.1 %
Instagram https://www.instagram.com/starbucks/
11,700,000 15 posts/week 9.7 %