Caribou CoffeeSocial Media Strategy

Social Media Manager: Kristy CabreraFebruary 20, 2016

Table of Contents Executive Summary Social Media Audit

Audience Demographic Assessment Competitor Assessment Competitors Analysis

Social Media Objective Online Brand Persona and Voice Strategies Tools Timing and Key Dates Social Media Roles and Responsibilities Social Media Policy Critical Response Plan Measurement and Reporting Results

Executive SummaryCaribou Coffee aspires to provide the highest quality of handcrafted beverages and to be the community place loved by guests. Until recently, the company has focused their branding efforts in the Midwest and Southeast. However, the brand is trying to compete with other coffee distributors such as Starbucks, Dunkin Donuts and Coffee Costa, which all have a larger reach. Caribou Coffee has always been very passionate about community and engaging with their specific audiences’ interests, especially focusing on Minnesota Vikings Fans. However, in order to gain a larger reach, they must target a larger audience through more diverse social media tactics.

Social Media Assessment Social

Network URL Follower

Count Average Weekly

Activity Average

Engagement Ratefb.com/cariboucoffee

504,872 0=2 posts per week .8%

twitter.com/caribou_coffee

110,000 0-3 posts per week 1%

instagram.com/cariboucoffee

46,400 0-4 posts per week 2.5%

Youtube.com/cariboucoffeecompany

409 1 posts per month .05%

pinterest.com/cariboucoffee

6.5K 2 posts per week 1%

Caribou Coffee’s social media has decreased in the recent months. It seems that, at one point, they had a strategic social media schedule within all their network, which the audience responded well too. However, the brand’s engagement fell, and so audience engagement fell as well.

Audience Demographic Assessment

47%53%

Gender Distribution

MenWomen

Age Distribution 18-24 25-34Primary Social

NetworkSnapchat Pinterest

Secondary Social Network

Instagram Snapchat

Tertiary Social Network

Twitter Instagram

Ages

Primary Need Secondary Need

18-24 Expand social media efforts to Snapchat. Increase social media efforts on Instagram/Twitter.

25-34 Increase social media efforts on Pinterest.

Expand social media efforts to Snapchat/ increase efforts on Instagram.

Competitor Assessment

11.6M Twitter followers36.1M Facebook Likes7.7M Instagram Followers89.9K YouTube Subscribers 237.5K Pinterest Followers4.5M Google+

1.05M Twitter Followers13.3M Facebook Likes 734K Instagram Followers18.1K YouTube Subscribers8.8K Pinterest Followers

182K Twitter Followers1.3M Facebook Likes116k Instagram followers 4,979 YouTube Subscribers

110K Twitter Followers504.8K Facebook Likes46.4K Instagram Followers409 YouTube Subscribed 6.5K Pinterest Followers

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Facebook

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12,000,000Twitter

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Instagram

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YouTube

Follower Count Compared to Competitors

Caribou Coffee has the lowest number of followers among all networks.

Business

Weakness Strengths

Starbucks’ blog isn’t engaging and has not been updated since 2013.

Starbucks has the largest social media following across all social media platforms. They are also the only coffee brand who uses Google+.

It’s difficult to locate Dunkin’ Donut’s social media channels on their website. They do not list their Pinterest. Their YouTube is also not consistent with the voice used in other channels.

Dunkin Donuts has great visuals used throughout all of their social media channels, including their blog, which is very engaging.

Costa Express is the only coffee chain that does not have a Pinterest. They need more variety in their Instagram posts.

Costa Express is very responsive with their audience on Twitter and do not use automated answers. This humanizes the company.

Competitors Analysis

Social Media ObjectivesOverall Business Goal: Increase awareness of the brand by 15% in 6 months.

Social Media Objectives to Support Business Goals:

Create a SnapChat company profile and gain 500 friends in 3 months (Quantitative).

Increase the average amount of likes per post on Instagram (Quantitative).

Increase number of followers on Instagram by 25% in 3 months (Quantitative).

Increase positive engagement on Twitter by 20% in 6 months (Qualitative).

Increase the average number of pins pinned a week by 10% in 6 months (Quantitative).

Keep Supporting Messages: Caribou Coffee is committed to share an extraordinary experience that feeds the soul & aspires to be a place that celebrates community.

47%53%

Gender Distribution

MenWomen

Store Locations

Target Audience Age:18-34

Online Brand Persona and VoiceFun & Casual

Caribou Coffee doesn’t take themselves too seriously when engaging with their audience on social media.

Authentic

Caribou Coffee humanize their brand on social media by posting pictures of their employees and customers.

Passionate

Caribou Coffee makes sure to show that they are very passionate about community on social media. Whether it’s through sports or simple acts of kindess, Caribou Coffee promotes supporting one another on social media.

Strategies Paid: 1. Create a 15 second multi-snap sequence to deliver to Snapchat users at once through Paid

Brand Stories. 2. Create carousel ads to use in an Instagram Paid Ad. 3. Invest on promoted tweets with multimedia on Twitter

Owned: 1. Promote Snapchat username on websites, TV, in-store signage and on social channels to

drive awareness and increase followers 2. Leverage celebrity partnerships, such as Minnesota hockey players, to have a celebrity

Snap segment your brand’s Story. 3. Offer promo codes or discounts to the fans who watch your entire Snapchat stories,

Instagram, and Twitter. 4. Create weekly Pinterest posts with curated images and include a link to a related product/

service in the Pinterest board description.

Earned: 1. Ask followers to take a snap while holding their Caribou coffee. 2. Monitor Twitter and Instagram for chances to engage with followers such as answering

questions or offering discounts to unsatisfied customers.

Social Media Roles and Responsibilities Michele Vig (Chief Marketing Officer)

Prepare overall marketing strategy. Develop programs with quantifiable objectives to measure results. Perform overall risk management. Implement and manage marketing budget.

Cory Vandenberghe (Digital Marketing Manager) Plan and execute all web, SEO/SEM, marketing database, email,

social media and display advertising campaigns Design, build and maintain our social media presence. Measure and report performance of all digital marketing

campaigns, and assess against goals (ROI and KPIs) Identify trends and insights, and optimize spend and performance

based on the insights Perform risk management on social media when it cannot be

managed by the social media team.

Social Media Policy When associating with the company on social media, employees

must clearly brand their posts as personal. The company should no be held liable for employee generated content.

Don’t spread false information, rumors or misleading claims about Caribou Coffee, our products and services, or other employees on social media.

Show respect for others’ opinions, even when you might not agree.

Employees should not post content pertaining to sensitive company information on social media.

Employees should observe proper copyright and reference laws when posting online.

Critical Response Plan Scenario 1: Negative comment about service or product.

Ex: My barista @CaribouCoffee was so rude!

Action Steps:1. Screen shot the comment and save it to our system.2. Apologize 3. Post pre-approved message 4. Follow up if they do not respond.

Pre-approved Message: Hello ___! Sorry for your troubles. We would love to

help you as best as we can. Please direct message us to talk about this further.