Starbucks Social Media StrategyALI KASSAM2/22/16

Table of Content

Executive Summary Social Media Audit Social Media Objectives Online Brand Persona and Voice Strategies and Tools Timing and Key Dates Social Media Roles and Responsobilies Social Media Policy Critical Response Plan Measurement and Reporting Results

Executive Summary

For 2016, our goal within our social media outlets is to become more active and engaging on our social media platforms

The primary focus will be to support revenue goals through giving customers a reason to follow us or share our posts, therefore driving traffic online and in-store

Building a deeper relationship with cusomters with more two-way communication and replying to followers

Two major social strategies will support this objective:

1. A plan to increase the number of promotions and opportunities to share for our current customers

2. Increase every day posting of content

Social Media Audit

Social Media Assessment: At present time, the highest number of interactions per post occurs on Instagram. We have some Twitter engagement and Facebook likes but hardly any traction on any other social media platforms

Website Summary: At present time, Twitter is the biggest driver to our website, followed closely by Facebook 1% behind. We are not able to track that info from Instagram and other platforms.

Audience Demographics Summary: Most of our survey respondents are in the 24-35 age range. Facebook is their core social network with some on Twitter and some on Instagram (but less so). A certain level of cool is associated with this range range

Competitor Assessment Summary: The three major competitors (Dunkin Donuts, Einstein Bros, and Bay Island) all have less social media engagement but seem to benefit more off their social media posts

Social Media Objectives

Some specific objectives include: Increase unique visitors from social properties to website by 20% in

one year months via more of an incentive for consumers to visit social media channels

Increased use of mentions on Facebook and twitter Double followers on Instagram in one year Increase posting by 30% in one year on all Pinterest and Instagram

channels

Online Brand Persona and Voice

Adjectives that describe our brand: Luxurious Classy Nostalgic Hip

When Interacting with Customers we are: Resourceful Knowledgeable Efficient

Strategies and Tools

Paid: Boost posts more regularly on Facebook, sponsor ads on Twitter and Instagram, and increase organic reach by 15% and likes by 25%

Owned: Offer promotion every month in which if a consumer has shared a post for 24 hours, they get a free Tall coffee. Using a particular hashtag once a year will also get them this

Earned: Make sure to promote environment friendliness to gain good PR and keep a strong emphasis on the taste of “organic coffee”

Timing and Key Dates

Dates/Seasons of Note: Holidays (Nov-Dec) – Red Cups Valentine’s Day (Feb 1-15) July 4th

Halloween Internal Events:

Holiday Service (December all across Starbucks) Summer Philanthropy (July all across Starbucks)

Reporting Dates: Reporting will occur once a quarter in January, April, July, and October

Social Media Roles and Responsibilities

Marketing Director – Ali Kassam Social Media Manger – Megan Grant Social Media Coordinator – Seth Fisher Supporting Social Team Members:

Rebecca Shalloway (Ads) Chris Lynch (Customer Service)

Social Media Policy

Our goal is for social media to be the strongest outlet for our Starbucks message and values. With every post, we want to share how we think, what we know, and why we’re in this for a better tomorrow around us. Our social media platforms stand to the bigget advocate of these policies. Overall, I would like us to instill: Acceptance Lovingness Hope Openness Humbleness Care

Measurement and Reporting Results

Website Traffic Sources Assessment Timeframe: Monthly average, November 2014 to January 2014

Source Volume Percentage of Overall Traffic Conversion Rate Twitter 703 unique visits + 10% growth 19% 1.3% Facebook 2300 unique visits +10% growths 17% 1.2% LinkedIn 110 unique visits +5% growth 3% .02

Social Network URL Follower Count Average Weekly Activity Engagement Rate Twitter twitter.com/ Starbucks 5000 +10% growth 16 posts per week +10% increase

2% Facebook facebook.com/ Starucks 3200 +25% growth 6 posts per week +200% increase

6% Instagram instagram.com/ Starucks 3500 +10% growth 4 posts per week +100% increase

average interactions per post = 450 LinkedIn linkedin.com/ Starbucks 180 +15% growth 2 post per month no change

2%

Measurement and Reporting Results Continued

Facebook, Instagram have grown by a large amount, Twitter has grown slightly

#MyCoffee Hashtag Performance Strong showing as within three months, hashtag was mentioned over

500,000 times 300 Instagram posts with hashtag

Proposed Action Items Continue #MyCoffee Continue to work on LinkedIn Strategy Create social media promotional strategy