Example of a social media strategy for Starbucks

1. Starbucks
Social Media Strategy Adriana Mangual
Feburary 21, 2016

2. Table of Contents
1. Executive Summary, February 2016
2. Social Media Audit
a. Social Media Assessment, February 2016
b. Traffic Sources Assessment, February 2016
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Media Policy
10. Measurement and Reporting Results, February 2016

3. Executive Summary
Our major social media priorities for 2016 will be to acquire new followers and consumers,
as well as, having a more engaging and interacting presence online.
The primary focus will be to retain new followers through an experience that targets
followers individually, by sharing more engaging, relevant content and building deeper
relationships with our customers.
Two major social strategies will support this objective:
1. A plan to increase the volume of content to our social profiles.
2. Creating response scenarios that will answer problems and concerns fast and
effectively.

4. Social Media Audit
• The following is an audit of Starbucks social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and a
competitor analysis.
Social Media Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
#interaction
/reach
Twitter Twitter.com/
Starbucks
11.6m 10 posts per week 58.3%
Facebook Facebook.com/
Starbucks
36.1m 4 posts per week 32.8%
Instagram Instagram.com/
Starbucks
7.7m 3 posts per week 42.6%
LinkedIn Linkedin.com/
Starbucks
10,001+ 2 posts per month 24.9%

5. Social Media Assessment Summary:
• At present time, the highest number of interactions per post occurs on Twitter
(engagement rate cannot be calculated at present time.) Least interactions occur on
LinkedIn and the growth of that channel should be considered moving forward.

6. Website Traffic Sources Assessment
• Timeframe: Monthly average, January 2016 to February 2016
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 50000 unique visits 70% 96.3%
Facebook 30000 unique visits 65% 76.8%
Instagram NO DATA NO DATA NO DATA
LinkedIn 4000 unique visits 20% 37.1%
Traffic Summary:
At present time, Twitter is by far the biggest driver of traffic to our website. The conversion rate
(conversation goal = drinks purchase) lags slightly behind Facebook at 76.8% and 96.3%
respectively. Although no direct traffic data is available for Instagram, many social interactions
occur on this network.

7. Audience Demographics Assessment
• Survey distributed in June/July via email and upon visitor registration. Total
applicant responses 1500
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
80% 18-30
60% 31-40
20% 31-40
20% 56-80
55% Female
45% Male
55% Female
45% Male
50% Twitter
40% Instagram
30% Facebook
40% Instagram
20% Facebook
20% Twitter
Refreshing
drinks that
quenches
caffeine needs
Quality time to
read and/or
spend with
friends or
partner
Audience Demographics Summary:
An overwhelming majority of survey respondents are in the 18-30 age group. Twitter and
Instagram are their core social networks. Satisfying, hydrating and energizing drinks are
primary motivators for visiting the coffee shop. Energies should be dedicated to further develop
Facebook content and engagement.

8. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Dunkin’ Donuts Facebook:
Dunkin’ Donuts
Frequent visually
distinct, branded posts
with a lot of audience
interaction. Each
photo is done in a coffee
shop style frame, easily
recognizable
as a Dunkin’ Donuts
post.
One way conversation,
comments and questions
from
the audience go
unaddressed
McDonald’s Instagram:
Mcdonald’s
Branded hashtag
#mccafe is used a lot by
visitors - good source of
user generated content
Infrequent posting,
brand
seems unfamiliar with
the platform. Don’t make
use of user generated
content.

9. Competitor Assessment Summary:
• The analysis focused on two competitors with a strong social presence on Facebook
and Instagram, respectively. High quality visual content is a major driver of
engagement with their audiences, and the use of a unique brand hashtag generates
many brand mentions on Instagram. Areas where the competition has room for
improvement is centered around two way communication and listening to audience
feedback.

10. Social Media Objectives
• Our major social media priorities for 2016 will be to acquire new followers and
consumers, as well as, having a more engaging and interacting presence online. In
order to do so, our social media priorities will be growing online following +
community by sharing more engaging, relevant content and building deeper
relationships with our customers.
Some specific objectives include:
1. Increase unique visitors from social properties to website by 50% in 7 months via:
a. Increased brand awareness through increased mentions on Twitter
b. Increased use of brand hashtags across all social platforms
2. Increase Instagram followers by 20000 in 6 months.
3. Increase volume of visual content published on Facebook and Instagram channels by 40% in
4 months.

11. Social Media Objectives
2200
5300
4900
1800
3900
7700
7400
2800
4500
6000
5500
2000
Facebook Twitter Instagram LinkedIn
Hashtags Comments/Replies Likes

12. Social Media Objectives
New Followers Monthly
Facebook Twitter Instagram LinkedIn

13. Online Brand Persona and Voice
Adjectives that describe our brand:
• Fearless
• Bold
• Fun
• Creative
• Unique
• Adventurous
When interacting with customers we are:
• Friendly
• Encouraging
• Solution-oriented
• Loyal
• Honest
• Brave

14. Online Brand
Persona and
Voice

15. Strategies and Tools
• Paid:
• Every Friday boost most popular organic Facebook posts for the weekend. The post must have
a minimum organic reach of 105, as well as a minimum of 200 likes or 300 comments.
• Owned:
• Introduce the use of #SundownWindDown to company Instagram posts. Encourage adoptions
by customers and source a minimum of two piece of user generated content per week to
regram/shout out. Promote hashtag across all social properties, email newsletters as well as
printed promotional material.
• Earned:
• Moitor Twitter for keywords and terms: coffee, brew, brewing, dark roast, recipe. Extend 30
discount codes to warm leads/prospects over the next two months = unexpected delight.
• Partner with 5 authors and develop an influencer/advocate relationship. Co-develop a piece
video series “Starbucks Sundays” to be shared on partner site and social channels. Content to
be re-posted to our social channels.

16. Tools
Likes/Shares/Comments
Post
Canva
Hootsuite
• Approved Tools
• Hootsuite
• Buffer
• Rejected Tools
• N/A
• Existing Subscriptions/Licenses
• Canva
• Vimeo
• Photoshop

17. Timing and Key Dates
Holiday Dates
• Valentine’s Day
• President’s Day (Long Weekend)
• Spring Break
• Labor Day (Long Weekend)
• Father’s Day
• Mother’s Day
Internal Events
• February 28th +29th – Community
Outreach
• May 7th + 8th – Community Food and
Toys Drive
Reporting Dates
• Reporting will occur once a quarter in
February, May, August and November.
Precise dates TBA.

18. Social Media Roles and Responsibilities
Marketing
Director -
Brady Schultz
Social Media
Coordinator -
Andy Adams
Social Ads
Support -
Michelle Burns
Customer
Support –
Social Media
Luigi Bonini
Social Media
Manager -
Bernard Acoca

19. 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:
Don’t Do

20. Social Media Policy
Starbucks is serious about the
appropriate use of social media by
our employees. Violation of the
Starbucks social policy may result in
corrective action, up to, and
including, termination. You may also
be subject to legal action, including
criminal prosecution. The company
also reserves the right to take any
further action it believes is
appropriate. Should you have any
questions or concerns please speak to
your Manager or anyone on the HR
team.

21. Critical Response Plan
Scenario – Inappropriate Tweet Sent from @Starbucks
Action Plan
1. When Tweet is detected:
• Take screenshot (on Mac press: Command +Shift +3)
• Delete Tweet
• Alert Bernard Acoca (Social Media Manager). If Bernard is unavailable, alert Brady Schultz
(Marketing Director.)
2. Bernard will sync with Brady to discuss impact and reach, and evaluate further action.
3. Bernard will develop appropriate follow up Tweet for Brady to approve.
4. If media has picked up the last Tweet, Brady will manage all direct contact. If Brady is unavailable,
Jeff (Owner) will manage all contact.
5. Brady and Bernard will sync with employee responsible for publishing the Tweet to see if
disciplinary action is required.
Pre-approved messaging:
No pre-approved messaging in this scenario
Messaging will be dependent on the nature of the tweet – to be developed by Brady and Bernard.

22. Measurement and Reporting Results
• Quantitative KPIS
• Reporting Period 3 months
• Data as of February 1, 2015
• Website Traffic Sources Assessment
• Timeframe: Monthly average, November 2015 to January 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 5500 unique
visits +20%
growth
34% 2.9%
Facebook 3400 unique
visits +10%
growth
26% 1.8%
LinkedIn 210 unique visits
+5% growth
3% .02%

23. Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Engagement
Rate
Twitter Twitter.com/
Starbucks
11.6m
+11% growth
18 posts per
week
+10% increase
4%
Facebook Facebook.com/
Starbucks
36.1m
+25% growth
9 posts per week
+300% increase
6%
Instagram Instagram.com/
Starbucks
7.7m
+10% growth
6 pots per week
+300% increase
Average
interactions per
post = 450
LinkedIn LinkedIn.com/
Starbucks
10,001+
+15% growth
1 post per month
No change
1.5%

24. Measurement and Reporting Summary
• Our Instagram following has grown by 1100 in 3 months, on track to hit the target of
7.8 followers in a 6 month timeframe. It’s important to note that the average
interactions per post have increased by 55% from 290 to 450.
• The social content team has done a remarkable job of curating and creating great
visual content. We have far surpassed our goal of increasing visual content by 40% in
6 months on Facebook and Instagram and achieved a 300% increase on both
channels. A key tactic to this growth has been our ability to track user generated
content with the #SundownWindDown hashtag and share it on our networks. This
content is received very well within our community.
• We elected to keep LinkedIn open to serve the upcoming Spring/Summer hiring
season. A greater focus on developing company culture-centered content for this
channel should be considered. Some assets created for our Facebook and Instagram
channels may be repurposed here.

25. Starbucks