STARBUCKS COFFEE

SOCIAL MEDIA STRATEGY BY BRIANDA VILLEGAS SEPTEMBER 29, 2016

TABLE OF CONTENTS1. Executive Summary 2. Social Media Audit 3. Social Media Objectives4. Online Brand Persona and Voice 5. Strategies and Tools6. Timing and Key Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results

EXECUTIVE SUMMARY

• For the remainder of 2016, our priority as Starbucks Coffee is to provide our consumers with an enjoyable online experience via social media. While keeping this objective in mind, we also look forward to expanding the brand name worldwide in innovative ways. By sharing content online, we will divert consumers to our business while still maintaining our vision of integrity.

• Our two-step plan to achieve this goal is:• 1. Implement a space for discussion of our services on social media websites. • 2. Focus on a rewards program that serves as advertisement for our brand.

SOCIAL MEDIA AUDIT Social Media Assessment Date:

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

 Facebook  facebook.com/starbucks  35M 6x per week  10,000 comments per post

 Twitter  twitter.com/starbucks 10.7M  8x per week  400 retweets per post

 Instagram  @starbucks  10.5M  4x per week 200,000,000 likes per post

         

         

Website Traffic Sources Assessment Date:

Source Volume % of Overall Traffic Conversion Rate

 Facebook  60,000  25%  10%

 Twitter  15,000  20%  8%

 Instagram  not available Not available Not available

       

       

Over time we want to make it our objective to grow in followers as well as traffic rate. Although some visitors to our websites may be unique, we still would like to attract users who are going to stay loyal to the brand.

SOCIAL MEDIA AUDIT • Audience Demographics Assessment (survey of July 2015)

• Age Distribution • 65% 18-35 • 25% 35-45• 10% 45-60• 5% >60

• Gender Distribution• 56% women• 54% men

• Primary Social Network • 60% Facebook• 30% Instagram• 10% Twitter

• Secondary Social Network• 50% Instagram• 30% Facebook• 20% Twitter

• Summary: Most of our customers are between the ages of 18-30, which means that we must stay constant with our social media posts. Many of these customers enjoy our brand because they enjoy the relaxing aspect of it.

Primary Need• Need for caffeinated beverage for

energy.Secondary Need• Place to socialize with friends in

relaxing atmosphere.

SOCIAL MEDIA AUDIT Competitor Assessment • Dunkin Donuts

• FB: DunkinDonuts• Strengths: avid posting throughout the week• Weaknesses: Not many promotional posts that benefit customers

• Pascals Coffee• FB: pascalscoffee• Strengths: good community appearance • Weaknesses: not many posts throughout the week

While both of these coffee places are very different from each other, it would be interesting implementing more a community sense to Starbuck’s social media posts.

SOCIAL MEDIA OBJECTIVES

• Overall Business Goal• We look forward to going beyond basic Facebook statuses or Instagram posts. We want to attract different types of people to our website

and brand in hopes of increasing our revenue. Our business goal is not only to profit but to spread our business by digital word of mouth.

• Social Media Business Goals• 1. To increase followers and likers by 5,000 people on each form of social media in the next 2 months• 2. To increase the minute/like ratio on Instagram. • 3. To increase use of our promotional holiday slogans. (prizes to be rewarded)

• KPIs• The number of likes on Facebook and Instagram• Amount of followers on Twitter and Instagram

• Key Supporting Messages • Waking Up with Warm Friends• All-Nighter? Bring It On!

ONLINE BRAND PERSONA AND VOICE

• Adjectives that describe our brand:

• Wholesome • Relatable • Fun • Open-minded

• When interacting with customers we are:

• Respectful • Caring • Warm• Genuine

STRATEGIES AND TOOLS

• Paid:• Pay to boost promo videos/photos at the

end of the week, primarily Saturdays to ensure outreach.

• Owned:• Introduce company slogans for customers

to use when posting about their in-store experiences.

• Have photo booths with slogan on them at various locations.

• Earned:• Partner up with a local school in a big city

area. • Have promotional items for their students

and provide discounts if students post with the hashtag provided to them.

Tools:• Approved:

• Barnes and Nobles• ArtsFund• University of Washington

• Rejected: • N/A

• Existing Subscriptions/Licenses• Photoshop• Spotify

TIMING AND KEY DATES

• Holidays • Halloween • Thanksgiving • Christmas • Valentine’s Day • Easter• 4th of July

• Internal Celebrations• March 30, 2016

• 46 year anniversary

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Global Social Media Director: Ryan Turner • Monitor Starbucks social media activity • Brainstorm outreach programs to implement all over the world

Executive Creative Director: Leanne Fremar• Oversees creative initiatives for the brand • Leads the development of ideas for digital media, packaging, and marketing

Senior Vice President of Marketing: Brady Brewer• Responsible for building loyalty of consumers worldwide • Leads innovative marketing campaigns

SOCIAL MEDIA POLICY

• Social media is a form of communication that many people around the world have resorted to. In order to keep our company’s values in check and ensure the online safety of our customers, we ask that everyone take into account the following rules for online posts and/or comments.

• 1. Be respectful.• 2. No vulgarity.• 3. Be nice to other users. • 4. Be helpful. • 5. Do post constructive criticism.

CRITICAL RESPONSE PLAN

• Scenario 1• Threat sent over Facebook Messenger

Action Steps:1. Examine the content to determine actual threat. 2. Contact proper law enforcement if law is being broken

by messenger. 3. Speak with team to find plan to avoid threats such as

these in the future.

Preapproved Messaging• No preapproved messaging would be used in this

situation. We would prefer to consult with law enforcement before proceeding with the conversation.

• Scenario 2• News story about contamination

Action Steps1. Conduct internal investigation2. Determine which locations were

effected3. Consult with team about closing

those locations to ensure safety of customers

Preapproved Messaging• Facebook: “Due to internal code

violations, Starbucks Location A, will be closed until further notice. However, you can still enjoy your favorite brew at these open locations! :) “

MEASUREMENT AND REPORTING RESULTS Quantitative KPIs Reporting Period: : 2 months Data as of July 2016         

Social Network Data  Monthly Average July 2016-September 2016    Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

 Twitter  www.twitter.com/starbucks  11.7M  20 times a week  average retweets = 500 per post

 Facebook www.facebook.com/starbucks  36.4M  7 times a week  12,000 comments per post

 Instagram  @starbucks 11.5M 7 times a week  250,000,000 likes per post                   

Website Traffic Data Date: August 2016Source Volume % of Overall Traffic Conversion Rate Twitter  20,000 30% 12%  Facebook  65,000  35%  14.7% Instagram  60,000  20%  20%

            

Over the past two months, our Twitter followers have grown by almost 9,000 which is a remarkable rate. It is far above what we expected. Our Facebook page is the site that seems to be the most successful. By implementing our Facebook posting strategies to our other social media, we can expect a significant increase of user participation.