An in-depth presentation for Starbucks' s Social Media Strategy beginning in October 2016. Objectives include increasing engagement across all social media platforms.

1. Starbucks
OCTOBER 1, 2016
LINDSEY M. ROGERS

2. Table of Contents
• Executive Summary
• Social Media Audit
– Social Media Assessment
– Traffic Sources Assessment
– Customer Demographic Assessment
– Competitor Assessment
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. Executive Summary
Our social media priorities include the interactions our audience is
having with our content.
The focus is to increase the amount of engagement with our posts.
We will define engagement by looking at the likes/favorites and
shares/retweets of created content.
Two major strategies will aid this objective:
– A plan to post content that is more interactive (i.e. quizzes)
– An increase in content containing photos and videos

4. Social Media Audit
Social Media Assessment
Data as of October 1, 2016
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Facebook www.facebook.c
om/starbucks
36,451,425 3 posts 8%
Instagram www.instagram
.com/starbucks
11.5 million 5 posts Avg.
interactions per
post: 475
Twitter www.twitter.co
m/starbucks
11.8 million 12 posts 5%
LinkedIn www.linkedin.c
om/company-
beta/2271
726, 143 1 post 1%
Assessment Summary: The largest fan base
and engagement rate is on Facebook, which
yields the 3rd lowest amount of content per
week. To increase overall interaction, must
raise the amount of content shared on
Facebook.

5. Social Media Audit, continued
Traffic Sources Assessment
Timeframe: Monthly average, August 2016 to September 2016
Source Volume % of Overall Traffic Conversion Rate
Facebook 5000 unique visits 15% 3.5%
Instagram No data No data No data
Twitter 3000 unique visits 9% 2%
LinkedIn 500 unique visits 1% 0.05%
Assessment Summary: The biggest driver of traffic to our website is Facebook because it
has the most amount of followers. No data is available for Instagram because
starbucks.com is not included on the bio as a direct link. Should consider adding this
increase unique visits.

6. Social Media Audit, continued
Audience Demographic Assessment
Survey distributed in April/May via email. Total applicant responses: 3500
Age Distribution Gender Distribution Primary Social Network
50% 18-35 65% female 65% female
35% 36-55 35% male 35% male
10% 56-64 55% Facebook
5% 65-80 23% Twitter
22% Instagram
Primary
motivation:
A quick and
convenient place
to grab a coffee,
tea or pastry.
Assessment Summary: Females make up 65% of our audience and 18-35 year olds make up 50%.
55% of our audience in found on Facebook. Knowing this we should focus our energy on females
in the 18-35 age range on Facebook and discover what content is appealing to them.

7. Social Media Audit, continued
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Caribou Coffee Facebook:
@cariboucoffee
A majority of posts
had photos or videos
which makes the
content interesting
and drives
engagement.
Not responding to
dissatisfied customers
publicly on comments
to show good customer
service
Dunkin Donuts Instagram:
@dunkindonuts
Creating a theme
across their
Instagram feed that
features the same iced
coffee in different
locations.
No direct link to their
website to drive
purchases of products
or to direct customers
to a nearby DD
location.
Seattle’s Best Coffee Twitter:
@SeattlesBest
Providing an email to
contact customer
service.
Not using their logo in
the Twitter picture.
Could affect brand
awareness

8. Competitor Assessment Summary
The analysis focused on three major coffee chains that stand as competitors to Starbucks:
Caribou Coffee, Dunkin Donuts and Seattle’s Best Coffee.
These three chains all utilize visuals in their content. Visual content is drives engagement
amongst the coffee industry.
All three of their weaknesses are something Starbucks excels at – customer service, an
informational and updated website and brand awareness.

9. Social Media Objectives
In 2016, our social media goal is to drive more interaction with our posts. In order to do so, we
will post content that has direct CTA’s, such as “Take this quiz to find out what coffee drink
suits your personality.” We will also drive more engagement by posting content that is visually
appealing.
Social Media Objectives to Support Business Goals:
1. Increase the amount of shares on Facebook posts by 15% in 6 months
2. Increase the amount of posts with visuals on Twitter by 50% for a year
3. Post one interactive quiz or survey on Facebook each month
KPI’s:
Quantitative Qualitative
1. Number of shared Facebook posts 1. Tone of customer’s comments on posts
2. Number of tweets with visuals - Positive vs. Negative
3. Number of interactive posts
Key Supporting Messages:
• A drink order that is consistent across locations
• Everything you need in one place: coffee, Wi-Fi and good company

10. Increase amount of shares on Facebook:

11. Increase visuals on Twitter:

12. Post more interactive content:

13. Online Brand Persona and Voice
Adjectives that describe our brand:
• Trendy
• Dependable
• Warm
• Sincere
When interacting with customers we are:
• Friendly
• Helpful
• Authentic

14. Strategies
Paid:
Every Friday, boost Facebook posts that yield the most shares and positive reactions
from the week. History shows that posts on the weekends get more views and
interactions; therefore, your post will be very successful in reaching a large audience.
Only boosts posts that have more than 100K likes, 3K comments and 5K shares.
Owned:
Create more content that involves user interactivity. Write more quizzes or personality
tests involving Starbuck’s products. Ex: Which fall drink are you? What does your drink
order say about your personality? Post these interactive posts to the company’s website
and share the link across all social media platforms. Encourage customers to take
quizzes and share with friends by offering incentives, such as free flavored syrup
addition to next drink purchase. Publish one article per month that is involves
interactive content.
Earned:
Run a competition that engages your audience on all social platforms. The contest is to
submit a photo of you and your coffee in your favorite “secret” place. To enter
competition, users must follow the social media account, use the hashtag
#StarbucksSecret and share the original competition post with followers.

15. Tools
Approved:
• Hootsuite
• Apture
• Bit.ly
Rejected:
• Sendible
Existing Subscription/Licenses:
• Adobe Creative Cloud
• Vimeo

16. Timing and Key Dates
Key Dates:
September 22- Autumnal Equinox, First Day of Fall
September 29 – National Coffee Day
Internal Events:
September 1- New fall drinks are announced
September 6 – Pumpkin Spice Latte is back, Chile
Mocha is released
November 4 – Red cups return, Holiday drinks are
available
Reporting Dates:
• Objective 1 will be measured in March 2017
and again in October 2017.
• Objective 2 will be measured in October 2017.
• Objective 3 will be a post that is published
and monitored once a month.

17. Social Media Roles
Roles-
Social Media Director: Lindsey Rogers
- Will be the head of all social media efforts, in charge of making the final approval
Social Media Manager: Rebecca Peters
- Will oversee the day-to-day activity across all social media platforms
Social Media Coordinator: Heather Jackson
- Will oversee the planners of each platform and monitor their content, will also monitor engagement
across all platforms
Platform Planner – in charge of creating and publishing content for their specific platform
• Facebook Planner: John Sprowls
• Twitter Planner: Kelly Spuck
• Instagram Planner: Carly Craig
• LinkedIn Planner: Ann Bzoch

18. Social Media Policy
Policy:
Starbucks is a brand that prides themselves on integrity. All online interactions will be done in a
manner that is truthful, helpful and pleasing to customers. As an employee of Starbucks, you are
expected to represent yourself and the brand in a positive light. There will be no mixing of personal
social media accounts on the company’s platforms.
All employees who have access to Starbucks’ social media accounts must follow these guidelines:
- Always reply to customers who post questions or express dissatisfaction
- Never curse or use offensive language
- Personalize each message with the person’s name and include expressions, such as exclamation
points or smiley faces

19. Critical Response Plan
Scenario 1: Customer posts on Facebook about terrible experience at Starbucks
Action Steps:
1. If the post was a comment on the company’s page, hide it. This way only you, the commenter
and their friends can see it.
• If this is the case, message the person apologizing for their experience. If applicable, ask for
suggestions on how the situation could have been handled differently. Extend your
apologies with a coupon code for free drink or pastry.
2. If the post was done on their status, publicly apologize to them using the pre-approved
message.
Pre-approved messaging:
Dear “whomever”,
Thank you for brining this situation to our attention. We are so sorry that you had an
unsatisfying experience. Please email starbucks@customerservice.com so we can learn more about
the situation and make things right. Use this code to enjoy a drink on us your next visit!

20. Critical Response Plan, continued
Scenario 2: Employee tweets racial slur thinking it’s his personal account, but it’s
sent from Starbuck’s account
Action Plan:
1. Delete the tweet as quickly as possible, get Social Media Director (Lindsey
Rogers) involved
2. Have Social Media Manager (Rebecca Peters) monitor the tweets reach. See how
many people saw it and how many clicked on it
3. If the tweet was saved by someone and published on social media, do not deny
the tweet
4. Have Social Media Director (Lindsey) open up to the media to explain the
situation and get the truth out before rumors spread
5. If needed, have the employee come forward and publicly apologize for offending
anyone
Pre-approved messaging:
No pre-approved messaging for this scenario. If apology tweet needed to be
published, it would be dictated by the situation.

21. Contact Information
Owner Name Telephone Alt. Telephone Email
Marketing
Director
Bri Guzinski 850-494-0595 850-439-4958 BriG@starbucks.com
Social Media
Director
Lindsey
Rogers
850-544-5645 850-668-2745 LindseyR@starbucks.com
Social Media
Manager
Rebecca Peters 850-509-5933 850-329-2938 RebeccaP@starbucks.com
Social Media
Coordinator
Heather
Jackson
850-323-4293 850-403-2932 HeatherJ@starbucks.com
PR Agency Zimmerman
Agency
850-439-3239 850-329-3948 zimmerman@thezlife.com

22. Measurement and Reporting Results
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 5,500 unique visits
+ 15% growth
18% 5%
Instagram No data No data No data
Twitter 3,700 unique visits
+ 10% growth
11% 0.01%
Website Traffic Sources Assessment
Timeframe: Monthly average, October 2016 to November 2016
Results Assessment: The unique visits increased over the month on both Facebook and Twitter.
Facebook had 500 more unique visits while Twitter had 700 more. The percentage of overall
traffic also grew: Facebook increased by 3% and Twitter by 2%.

23. Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook www.facebook.co
m/starbucks
41,919,138
+ 15% growth
7 posts
23% increase
15%
Instagram www.instagram.c
om/starbucks
11.9 million
+ 11% growth
10 posts
50% increase
Avg. interactions
per post: 550
Twitter www.twitter.com/
starbucks
12.2 million
+ 13% growth
30 posts
250% increase
9%
LinkedIn www.linkedin.co
m/company-
beta/2271
740, 665
+ 2% growth
3 posts
3% increase
4%
Timeframe: October 1, 2016 to October 1, 2017
Results Assessment: The average engagement rate increased across all four platforms. This number
is the most important to evaluate for our objectives and measure how well our strategies are
working. It is also encouraging that our follower counts increased across all platforms.

24. Qualitative KPI’s
Sentiment Analysis
An analysis of Facebook, Instagram and LinkedIn comments, as well as mentions including
@Starbucks on Twitter revealed the following:
• Positive comments are most abundant on content that includes information, such as the release
date of the Pumpkin Spice Latte. The most positive comments were measured on Facebook.
• Negative comments are highest on Twitter. Most negativity stems from poor customer service or
wrong orders
• Instagram had the highest like to time ratio, meaning the picture posted received a high amount
of likes in a short period of time. Tweets and Facebook posts have an overall higher favorite/like
total, but the favorites/likes accumulate over a longer period of time.