Starbucks Rebecca Papilsky

September 23, 2016

Table of Contents 1. Executive Summary

2. Social Media Audit

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategy and Tools

6. Key Dates and Timing

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

Executive Summary

Our major social media priorities for 2016-2017 are to increase both engagement and following.

Three major social strategies will support this objective: Increase the amount of retweets, likes, comments and

shares Encourage more online conversations and engagement Publish more interactive materials

Social Media Audit

The following is an audit of Starbucks’ social media presence as of September 26, 2016. It includes an assessment of social media

networks, website traffic, audience demographics and competitor analysis.

Social Media Assessment SOCIALNETWORK

URL FOLLOWERCOUNT

AVERAGEWEEKLYACTIVITY

AVERAGEENGAGEMENTRATE

Facebook facebook.com/Starbucks/

36.4M 5 posts perweek

10%

Instagram instagram.com/starbucks/

11.5M 7 posts per week

300k interactionsper post

Twitter twitter.com/starbucks/

11.7M 20 posts perweek

5%

LinkedIn linkedin.com/company-beta/2271?pathWildcard=2271

725k 3 posts per week

Less than one percent

Pinterest pinterest.com/starbucks/

274.5K 10 pins per week

1%

YouTube youtube.com/starbucks

110.6K 1 video per week

Less than one percent

Social Media Assessment cont.

At the present time, Instagram receives the most interactions per post. Instagram posts receive an average of 300,000 likes per post. Facebook also receives a lot of likes and comments. Little interactions happen on LinkedIn, and a change in posts should be considered moving forward.

Website Traffic Sources Assessment

SOURCE VOLUME PERCENTAGE OF OVERALL TRAFFIC

CONVERSION RATE

Facebook 2M unique vistis 20% 3%Instagram NO DATA NO DATA NO DATATwitter 300K unique visits 15% 2.4%LinkedIn 5K unique visits 5% 0.7%Pinterest 10K unique visits 3% 0.3%YouTube 50K unique visits 6% 0.9%

Timeframe: Monthly Average

At the present time, Facebook is the biggest driver of traffic to our website. Twitter also drives a significant amount of people to our website. LinkedIn and Pinterest drive little traffic to our website.

Audience Demographics Assessment Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

2% 13-17 75% Female

Instagram Facebook Fit in with the status quo & drink

Drinks that actually taste good

40% 18-24 25% Male Facebook Instagram responsibly made coffee

49% 25-40 Facebook Twitter

9% 40+ Twitter Facebook

The majority of people using our social networks are in the 25-40 age group. An overwhelming amount of them are also female. The 18-25 and 25-40 year olds mainly follow us on Facebook. The 13-17year olds prefer to engage with us on Instagram..

Audience Demographics cont.

Competitor Assessment Competitor Name

Social Media Profile

Strengths Weaknesses

Dunkin’ Donuts FB: Dunkin’ Donuts

Really good at directing posts towards millennials. Good at audience engagement and using pictures taken by customers.

Pictures not as visually appealing as ours. Does not get as many likes, shares or comments.

McDonald’s FB: McDonald’s Very good at two-way conversation on posts. Good at appealing to all different age groups. Good at promoting their products.

Pictures not as visually appealing and they use a lot of harsh colors and backgrounds.

Dunkin’ Donuts and McDonald’s are our two biggest competitors. Although we have more followers than DD on all our sites, we are lagging behind McDonald’s. Our competitors are very good at two-way conversation, but don’t use as high-quality photos and videos.

Social Media Objectives

In 2016-2017, the primary focus of our social media strategy will be to increase customer engagement and two-way conversation in order to gain more followers and obtain the loyal ones. In order to do this, our social media priorities will be to stay connected with our followers and encourage them to share our content.

Some specific objectives include:

1. Increase comments on our Facebook page and mentions on Twitter by 40% in 8 months.

2. Increase the amount of comments and mentions that we reply to by 60% in 6 months

3. Increase followers by 15,000 on Facebook, 10,000 on Instagram and 5,000 on Twitter in 5 months

Social Media Objectives cont.

Key Messages

A place to be social Responsible,

delicious drinks Seasonally friendly A place to have fun

and connect

KPIs

1. Sentiment Analysis

2. Number of Twitter, Facebook and Instagram followers

3. Number of positive mentions on Twitter

4. Number of positive comments on Facebook

Online Brand Persona and VoiceAdjectives that describe our brand:

Responsible

Trendy

Quality

Convenient

Fun

Delicious

When interacting with customers we are:

Accommodating

Friendly

Talkative

Understanding

Online Brand and Persona cont.

Strategies and Tools Paid: Use Facebook ads directed on our followers feeds as well as anyone who has recently

Googled Starbucks.

Release a promotional Instagram post every month or to boost any initiatives happening.

Owned:

Use the hashtag #CurrentFallMove in all our Fall inspired posts and encourage our followers to use the hashtag as well.

Receive 10 cents off a drink when customer follows our Facebook, likes our Intagram page or follows us on twitter

Earned:

Partner with top five most followed travel bloggers on Instagram to post about our brand

Offer 500 gift cards to followers who come up with the best posts for the hashtag #CurrentFallMood

Strategies and Tools cont.

Tools:

Approved Tools:

Hootsuite

RebelMouse

Tweetdeck

IFTTT

Buzzsumo

Schedulegram

Existing Subscriptions/Licenses

Vimeo

Creative Cloud InDesign Photoshop Illustrator PremierPro

Timing and Key DatesHoliday Dates

Thanksgiving

First day of the seasons

Labor Day

Valentine’s Day

New Years Eve

Halloween

Internal Events

National Coffee Day-Thursday, Semptember 29

Reporting Dates

Reporting will occur once a quarter in February, May, August and November.

Social Media Roles and Responsibilities

Senior vice president of marketing and brand management- Brady Brewer

Senior vice president of communications-Corey duBrowa

Senior vice president of channel development- Glenn Hartman

Senior vice president of customer relationship management- Aimee Johnson

Executive vice president of global marketing- Sharon Rothstein

Social Media PolicySocial media is an extremely important part of the Starbucks brand. We use social media everyday to interact with our loyal customers, to gain new customers and to promote our products and services. It is of the upmost importance that Starbucks is represented in the best light on all of our social media networks. All employees are expected to demonstrate the best practices and etiquette.

Be appropriate at all times

Be friendly

Engage with all the customers

Be helpful

Use common sense

Share posts from your personal social network accounts

Think before you post

Critical Response Plan Scenario 1- Inappropriate Tweet Sent from @Starbucks

1. Screenshot then delete the tweet

2. Report the tweet to a senior executive employee

3. Determine the reach of the tweet

4. Determine who if anyone is talking about the tweet

5. If media has picked up on the tweet, refer all inquiries to Aimee

6. Take disciplinary action against the employees responsible for the tweet if necessary

No Pre-Approved Messaging in This Scenario

Messaging will be determined by senior executive employees base on the tweet

Critical Response Plan cont.Scenario 2- Angry customer commenting on Facebook posts with complaints

Action Plan

1. Alert senior executive employees when the comments are detected

2. Respond in a friendly and professional way to the comment

3. Private message the person complaining to find out if anything can be done to change their mind

4. Immediately post another general positive post to the Facebook page

5. See how many people liked the negative comment and if more negative comments have been posted

Pre-Approved Messaging:

“We are so sorry you feel this way _________! Here at Starbucks all of our customers are important to us. (add specific solution about complaint)”

Measurement and Reporting Quantitative KPIs

Reporting Period: 3 Months

Website Traffic Sources Assessment Source Volume Percentage of

Overall Traffic Conversion Rate

Facebook 2.5M unique visits+ 15% growth

20% 4.9%

Twitter 400K unique visits+10% growth

12% 3.7%

LinkedIn 7K unique visits + 5% growth

9% growth 2.4%

Measurement and Reporting cont.Social Network Data

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebook Facebook.com/Starbucks/

40M +8% growth

8 posts per week +5% growth

20%

Instagram Instagram.com/starbucks/

11.9M +5% growth

10 posts per week +7%

500K interactions

Twitter Twitter.com/starbucks/

12M + 15% growth

25 posts per week +15%

10%

LinkedIn linkedin.com/company-beta/2271?pathWildcard=2271

750K + 6% growth

5 posts per week +12%

5%

Measurement and Reporting cont.

Our Facebook followers have grown by 8% and the engagement rate has doubled to date.

Our average interaction rate on our Instagram has grown by 200,000 interactions per post. It is important to note that the number of people using the hashtag #CurrentFallMood has increased as well.

We have increased our number of posts per week on Twitter, and in return our engagement rate has increased.

Qualitative KPIs

Sentiment Analysis

An analysis of 100 Facebook posts, 100 Twitter posts, and 100 Instagram posts revealed:

An increase in the amount of positive comments, mentions and retweets. This includes sharing posts and tagging their friends.

The biggest driver of negative sentiment is posts about specific drink flavors. These posts drive negative comments about the taste of the drinks.

An increase of the use of the hashtag #CurrentFallMood

Proposed Action Items

Continue to respond to comments and mentions on Facebook, Twitter and Instagram.

Continue using the hashtag #CurrentFallMood and come up with more seasonally related hashtags.

Continue to use Facebook ads and promotional Instagram posts to get new followers.