STARBUCKS

February 21, 2016Taylor Tringali

Table of Contents1. Cover page2. Table of Contents3. Executive Summary 4. Social Media Objectives5. Online Brand Persona and Voice6. Strategies and Tools7. Timing and Key Dates8. Social Media Roles and Responsibilities 9. Social Media Policy 10. Critical Response Plan11. Measurement and Reporting Results

Executive SummaryStarbucks is the king of the coffee scene. It is a global business that dominates the world of coffee. It takes initiatives to keep happy employers such as offering benefits, and it also shows that it is a socially responsible business by using recyclable gift cards and implementing campaigns such as the “one tree for every bag” campaign. The main social media goals for 2016 will be to increase engagement, thus building our online community. Starbucks is also a huge social media presence with 11.6 million Twitter followers and around 36 million likes on Facebook. Starbucks makes it a priority to cultivate a relationship between a brand and the customer. By taking the international business that is Starbucks, and individualizing it down to each customer, Starbucks is able to make every customer feel noticed and cared for. This type of hospitality is what makes Starbuck’s social media approach so successful and refreshing. It shows that a company is never to large to cater to its customer’s needs. Starbuck’s customers are unique and loyal and this demographic is what this business caters to in its social media efforts.

Social Media ObjectivesThe main goal of the social media strategy will be to

maintain and increase revenue by driving traffic to our website from our social media channels: Facebook, Twitter, Instagram, etc.

Increase engagement through more likes, shares, and comments on social media channels.

Develop and maintain loyal customers and brand ambassadors.

Increased brand awareness.

Social Media ObjectivesTo meet these objectives, we will grow our online

community and continuously engage with the community to build and maintain customer relationships.

Specific social media objectives include: Increasing the percentage of website visitors to buyers by 15% Increase positive mentions and and brand awareness on Twitter. Increase Twitter followers by 20% in 6 months. Continue to post visual content on all social media channels.

Social Media Objectives-Demographics

Social Media Objectives-Demographics

Online Brand Persona & Voice

The Starbucks voice is a friendly and warm business. It has a casual relationship with its customers while maintaining its credibility and professionalism to ensure that all customers are satisfied. Starbucks is a young and fresh business that keeps up with the latest language, trends and style. It speaks with a youthful style, while still maintaining credibility. With this youthful style, there are puns and witty language use in the posts and engagement with customers. The language used is simple, concise, savvy, whimsical and not too serious. This voice and persona is used to engage customers, enlighten their day with posts while still selling the brand and product at hand. Starbucks has an artistic vibe using graphic images with pictures and text to display this style. Starbucks is also concerned with ethics and social responsibility.

Online Brand Persona & Voice

Strategies and Tools Paid:

Amplify the brand by purchasing Facebook Premium Ads and use them twice a month. Use 2 of Twitter’s ads: Promoted Tweets and Promoted Accounts once a week.

Owned: Introduce a new hashtag #MyStarbucks to be used across all social media channels, e-

mail newsletters and printed material. Encourage customers in stores to use the hashtag with the photo of their purchase after

their visit.

Earned: Monitor Twitter for keywords such as Starbucks, coffee, favorite, flavor and offer one

free tall coffee to a customer every month. Partner with an environmental cause: recycling. Create a video series raising awareness

of this issue and how Starbucks is working to change it in its own way.

Strategies and ToolsAnalyze which demographic would be best for specific

social media platforms.

Develop a media calendar for all social media channels.

Posts that show the personality, tone and voice of the brand using similar language and high resolution image.

Strategies and Tools Nimble: a social relationship management tool to better engage with

customers

Hootsuite

Buffer

Pingraphy: to schedule Pinterest pins

SocialBro: to find the best times to schedule content

Engag.io: to keep track of customers comments and responses

Timing and Key DatesInternational Coffee Day

Valentine’s Day

Fall- August, October, November (Pumpkin Spiced Latte)

Holiday Season- November, December, January

Earth Day (to encourage recycling and reducing waste)

Social Media Roles & Responsibilities

Social Media Manager Responsibilities: Set realistic social media goals, creates engagement strategies, promotion

strategies, measure weekly analytics.

Social Media Coordinator Responsibilities: Works under social media manager, responsible for developing strategies to

increase fan base on social media sites, engages customers in conversations online, collaborate with all teams to create relevant content.

Supporting Social Media Teams Responsibilities: Works with Social Media Coordinator and Social Media Manager along with

other teams in the department to help with content, strategy, and customer service.

Customer Support Responsibilities: Consulting with customers on social media channels, assisting customers

with troubleshooting questions, receive feedback from customers, appease unhappy customers.

Social Media Policy Don’t infringe on anything that is copyright protected

Don’t share future promotional activities, policies, or confidential information

Don’t bully others

Don’t create other social media accounts using the Starbucks brand to communicate with customers

Be honest and truthful

Be respectful

Don’t undermine competitors

Be helpful to customers

Critical Response PlanScenario: Inappropriate Tweet

Action Plan:Detect tweetScreenshot and then delete tweet Alert Social Media Manager Develop follow up tweet Marketing Director in charge of media contact after follow up

tweetDiscipline the person responsible for tweet

No pre-approved messaging

Critical Response PlanScenario: Unhappy customer tweeting about purchase

Action Plan:Customer Support Team member in charge of addressing the issueHave Marketing Director manage all contact if the tweet is picked

up by the mediaHave the Social Media Manager continue to monitor the situation

Pre-approved messaging: “We are so sorry to hear you were unhappy with your purchase. DM us your information and we’ll make it right.”

Measurement & Reporting Results

Quantitative KPIs

Social Network URL Follower Count

Average Weekly Activity

Twitter Twitter.com/starbucks

11.6 million 8 posts

Facebook Facebook.com/Starbucks

36,132,090 2 posts

Instagram Instagram.com/starbucks

7.8 million 5 posts

LinkedIn Linkedin.com/starbucks

661,862 0 posts

Measurement & Reporting Results

Quantitative Reporting: Report weekly follower count growth Report increase in amount of content created on different social

media channelsReport engagement rate in posts

Qualitative Reporting:Analyze posts on all social media channels for sentiment analysis See what drives the most negative comments about the brandAnalyze hashtag and campaign performance (through mentions)