Starbucks Social Media

StrategyBy: Alexandra Rodríguez

October 2nd, 2016

Table of Contents1. Executive Summary 2. Social Media Audit

1. Social Media Assessmnet 2. Customer Demographics Assessment 3. Competitor Assessment

3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools6. Timing and Key Dates 7. Social Media Roles and

Responsibilities 8. Social Media Policy 9. Measurement and Reporting Results

Executive Summary Our major social media goal is to gain more followers and increase the engagement in our pages.

The focus of social media will be to create more content marketing and communicating more with our followers.

Strategies: • Create contnet that appeals and to our target

demographic • Drive more conversations through our pages

Social Media Audit

The following is an audit of Starbuck's social media presence to date ( October 2016). It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Network

URL Follower Count

Avg. Weekly Activity

Avg. Engageme

nt rate Twitter https://

twitter.com/Starbucks?lang=en

11.8 m 20 posts/week 30%

Facebook https://www.facebook.com/Starbucks/?

fref=ts36.4 M 8 posts/week 21%

Instagram https://www.instagram.com/starbucks/?

hl=en11.5 M 10 posts/week 35%

Linked inhttps://

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

726,115 3 posts/ week 5%

Data as October 2, 2016Social Media Assessment

At the present time, the highest number of interactions per posts occurs on Instagram. While there’s a lack of interaction in LinkedIn. Increasing activity on LinkedIn and Facebook is recommended.

Social Media Assessment

Website Traffic Sources AssessmentData as October 2, 2016

Source Volume % of Overall Traffic

Conversion Rate

Twitter20,000 unique

visits 30% 5%

Facebook35,000 unique

visits 41% 20%

Instagram45,000 unique

visits 58% 12%

Linkedin1,000 unique

visits 5% 1%At the present time, Instagram is the biggest driver of traffic to our website. The conversion rate lags slightly behind Instagram at 12% and 20% respectively.

Audience Demographic AssessmentAge

Distribution

Gender Distribut

ion

Primary Social

Network

Secondary Social Network

Primary Need

Secondary Need

50% 18-30

52% female

48% male

Instagram Twitter

Coffee needs before

class/work

Coffee as a habit

35%31-40

Facebook Instagram

10% 41-60

Facebook Twitter

5%61-80

Facebook Twitter

A majority of Starbucks audience (50%) are from people from ages 18-30. Since Twitter is one of their main social networks, we should work on increasing more engagement and posts in it.

Audience Demographic Assessment

61-80

18-3031-

40

41-60

Competitor Assessment Competitor Social

Media Profile

Strengths Weaknesses

Dunkin Donuts Instagram: Dunkin Donuts

Have more video posts compared to Starbucks’ account. Posts are aesthetically pleasing.

Less followers than Starbucks and posts are not consistently branded as Dunkin Donuts.

Mc Donald’s Mc Cafe

Twitter: McCafe Account is trendy and all their tweets have graphics/images.

Have less followers than Starbucks, and posts are not as aesthetically pleasing.Dunkin Donuts is more of a threat that McCafé,

Starbucks can have more video content.

Social Media ObjectivesIn 2016, the primary goal is to increase the engagement in our pages.

Specific goals:• Increase the number of comments, posts, and

likes by 15% by October 2017 on Facebook and Twitter • Engage more with followers • Increase the number of followers on LinkedIn by

25% by October 2017

Social Media ObjectivesKey message• To inspire and nurture

the human spirit through the product• Selling quality coffee

KPIs• Number of unique visitors

from all pages • Number of followers in

Instagram• Number of posts on

Instagram and Facebook• Sentiment Analysis

Online Brand Persona and Voice

Adjectives that describe our BrandBold FunGreen Trendy

When interacting with followers we are: Reliable CharismaticFriendly

Paid• Every Saturday boost most popular posts, posts

must have a minimum of 70 likesOwned • Encourage the adoption of #StarbucksDate by

customers and source a minimum of 1 user-generates post to regram.• Promote hashtag in all other social medias

Earned • Tweet a minimum of 5 people daily who have

shared or comment on Twitter post. • Post minimum of 5 posts per week on LinkedIn

Strategies and ToolsStrategies

Strategies and ToolsApproved Tools

• Hootsuite • Buffer• TweetDeck

Rejected Tools• N/A

Tools

Existing Subscriptions/Licenses• Photoshop• Vimeo• Youtube

Timing and Key DatesHoliday Dates • Valentines Day • St. Patrick's Day • Easter• Earth Day• Four of July• Halloween • Thanksgiving Day • (Holiday Season Nov-Jan)

• Reporting Dates• Reporting will occur once

a quarter in February, May, August and November. Precise dates TBA.

Internal Events• September 25th-Pumpkin

Spice Announced• November 1st-Peppermint

Mocha Announced• November 13-Little Big

Show• March 17-Hot Java Cool

Jazz

Social Media Roles and Responsibilities

Marketing Director:

Sarah Adams

Social Media

Manager: John

Gomez

Social Media

Coordinator:

Isabella McAdams

Supporting Social Media

Team Members:

Chance Buyer

(social ads support)

Supporting Social Media

Team Members:

Jessica Goldman(customer support)

Social Media Policy Social media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Starbucks you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines:

• Use common sense • Be respectful • Be polite• Avoid being rude and insensitive • Help customers and make them feel appreciated• Don’t belittle or criticize our competitors • When in doubt, ask your supervisors

Critical Response Plan Scenario 1- Inappropriate Tweet from @Starbucks• Action Plan:

• When Tweet is detected • Take Screenshot, and log in all the details of such tweet• Delete Tweet • Alert John Gomes ( Social Media Manager)

• John and Sarah must meet to discuss the impact of such event, and come up with appropriate follow up tweet

• Sarah must notify the risk management director as well as the PR consultant, they will execute a risk management plan in case the media pick it up

• Sarah and John will meet with employee responsible and held them to see if disciplinary action is required

• No pre-approved messaging in this scenario. Message will depend on the situation.

Scenario 2- Backlash from Facebook post/ Twitter post • Action Plan:

• John must notify Sarah and discuss the situation• Sarah must meet with PR consultant, they will come up with an

action plan • If the situation gets discussed by the media, Sarah will be in

charge of all communications.• John and Isabella will come up with a statement to release.

Sarah need to approve it. • After releasing statement, social media team will meet to

discuss how to avoid situations like this from happening again.• Pre-approved messages:

• Twitter-“We’re deeply sorry if our tweet offended anyone. We at Starbucks cares about our customers, and we’re handling the situation.”

• Facebook- “We apologize if our post offended anyone. Starbucks cares about its customers. We’re doing evaluating the situation, and coming up with actions plans to avoid from it happening again.”

Critical Response Plan

Measurement and Reporting ResultsQuantitative KPIs Reporting Period: 3 months Data as January 2017.

Website Traffic Sources AssessmentTimeframe: Monthly average, October 2016 to January 2017

Source Volume % of overall traffic

Conversation Rate

Twitter23,000 unique

visits+15% growth

35% 5%

Facebook38,500 unique

visits+10% growth

45% 20%

Instagram47,250 unique

visits+5% growth

58% 12%

Linkedin1,100 unique

visits +10% growth

10% 1%

Measurement and Reporting ResultsSocial Network Data Timeframe: As of January 1, 2015.

Social Network Url Follower

CountAvg.

Weekly Activity

Engagement Rate

Twitter https://twitter.com/Starbucks?lang=en

13 m11% growth

30 posts/week+10 % increase 35%

Facebook https://www.facebook.com/Starbucks/?

fref=ts

38.22 M5% growth

10 posts/week+2.5% increase 25%

Instagram https://www.instagram.com/starbucks/?

hl=en

15 M30% growth

20 posts/week +50% increase 40%

Linked in https://www.linkedin.com/company-beta/2271?pathWildcard=2271

943,949.530% growth

15 posts/ week+500% increase

10%

Measurement and Reporting ResultsSocial Network Data Findings• By increasing the amount of posts in our

LinkedIn account by 500%, it let us to a 30% growth on our followers, we have surpassed out goal of 25% growth. • Our Instagram account also had a 30% growth

on followers, this could be due to the regrams with #starbucksdate.• Facebook had the least amount of growth, we

might need to reconsider what we have done so far, and come up with better tactics that could lead to a faster growth in the page.

Measurement and Reporting Results#StarbucksDate Hashtag performance• Between October 1, 2016 to January 1, 2017 the hashtag

was used 12,000 times on Twitter and 3,456 on Instagram. • 45 Instagram posts published led to a significant growth

on our engagement in the page.

Qualitative KPIs Sentiment Analysis • An analysis of the interactions on 100 Facebook posts, 100

Instagram posts and 100 Tweets revealed the following:• An abundance of positive sentiment from customers

following their visit. Including shout outs/mentions, sharing photos and stories of their experience, and expression on how much they love our products.• The biggest driver of negative sentiment is related to

pricing. Customers expressed dissatisfaction about the price point of our products.

Measurement and Reporting ResultsProposed Action Items • Continue #StarbucksDate Campaign • Keep posting 15 times a week on LinkedIn or

more, to maintain/increase the number of followers. • Prepare an action plan to increase our follower

count on Facebook.

Thank you!