The document outlines Starbucks' 2016 social media strategy. The objectives are to grow the customer base and increase website traffic through social platforms. Key strategies include creating engaging content and encouraging employee/community sharing. Goals include increasing Instagram followers by 500,000 in 6 months and website visits from social media by 30% in 6 months. The roles, policies, measurement metrics, and critical response plan are also defined.

1. Social Media Strategy
Monica Andrade
10/2/16

2. Table of Contents
 Executive Summary
 Social Media Audit
 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
 The priority for our social media in 2016 will be to
grow our customer base through several platforms.
 Two major social strategies will support this
objective:
 A structured plan to compose quality content that will
engage the target audiences
 Encouragement for fellow employees and community
to share their experiences

4. Social Media Audit
The following is an audit of Starbucks’ social media
presence to date. It includes four different
assessments:
 Social Media Assessment
 Website Traffic Sources Assessment
 Audience Demographics Assessment
 Competitor Assessment

5. Social Media
AssessmentSocial
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/s
tarbucks
11.8 M 40
Posts/Week
30%
Facebook https://www.facebo
ok.com/Starbucks/
36.4 M 20
Posts/Week
25%
Instagram https://www.instagr
am.com/starbucks/
11.6 M 15
Posts/Week
Average interactions
per post = 1,000
LinkedIn https://www.linkedi
n.com/company/st
arbucks
728,561 5 Posts/Month 5%
Summary: At present time, the highest number of interactions per post occurs on
Instagram. (Engagement rate cannot be calculate at the present time.) The smallest
average for interactions occurred on LinkedIn. (Data as of October 2, 2016)

6. Website Traffic Sources
Assessment
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 100,000 unique
visits
15% 5%
Facebook 550,000 unique
visits
40% 3.7%
Instagram NO DATA NO DATA NO DATA
LinkedIn 25,000 unique visits 2.5% 1%
Summary: At present time, Facebook is by far the biggest driver of traffic to our
website. The conversion rate lags slightly behind Twitter at 3.7% and 5%
respectively. Although no direct traffic data is available for Instagram, many social
interactions occur on this network (Timeframe: Monthly average, January 2016 to

7. Audience Demographics
Assessment
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondar
y Social
Network
Primary
Need
Secondary
Need
55% 15-35 60%
Female
40%
Facebook
30%
Instagram
Caffeinated
drinks, mostly
coffee and
tea.
An inviting
atmosphere
where they
feel
30% 36-50 40% Male 25%
Instagram
25%
Facebook
Also pastries
and snacks.
relaxed,
comfortable
and at peace.
10% 20%
Twitter
35%
Twitter
5%
Summary: Survey distributed in August/September via email. Total responses:
15,000. An overwhelming majority of survey respondents are in the 15-35 age group.
Facebook and Instagram are their core social networks. Efforts should be further
dedicated to developing engagement and increasing the following on this platform.

8. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Peet’s
Coffee
FB: Peets Posts several forms of
multimedia to connect
with their audience on
various occassions
Audience seems to find
their content a bit
repetitive.
McDonald’s TW: McDonalds Posts humorous
gifs/videos that
personally relate to their
company
Audience seems upset
to lack of response over
criticism.
Costa
Coffee
Instagram:
CostaCoffee
Posts daily up-close
shots of coffee taken
from the customers
(they tag them in the
picture as well)
Audience seems to
express concern over
the details of the
company.
Summary: The above analysis focused on three major competitors with a strong
social presence on Facebook, Instagram and Twitter, respectively. High quality visual
content that directly/indirectly relates to the brand is the biggest driver of
engagement. Competitors have room for improvement in two-way communication

9. Social Media Objectives
 The primary focus of our social media
strategy in 2016 will be to increase our
revenue through increased traffic to our
website from all social media platforms.
 Therefore, our main priority is to grow our
online following on all platforms by sharing
more meaningful and engaging content that
will attract and retain customers and loyalty

10. Some Specific Objectives
Include:
 Increase unique visitors from social properties to
website by 30% in 6 months
 Increase Instagram followers by 500,000 in 6
months
 Increase volume of visual content published on
Facebook and Instagram channel by 20% in 6
months

11. KPIs and Key Messages
 KPIs:
 Number of unique followers from Instagram and
Facebook
 Number of visits on website from all social media
platforms
 Key Messages:
 A home away from home, where they are free to
accomplish anything they wish to
 This is an environment for everyone to connect with
one another, no matter what cultural differences
there may be

12. Online Brand Persona and
Voice
 Adjectives that describe our brand:
 Cozy
 Friendly
 International
 Trendy
 Seasonal
 When interacting with customers we are:
 Compassionate
 Professional
 Sincere
 Polite

13. Example of Brand Voice
Seasonal:

14. Strategies and Tools
 Paid: Promoting seasonal products through paid Facebook
posts in order to gain more customers.
 Owned: Introducing a variety of unique hashtags for every
month that will engage customers and get them excited for
new products/promotions.
 Earned: Collaborate with influential people and organizations
that relate to the brand and feedback of the customers.
 Tools:
 Approved Tools: Buffer, Hootsuite
 Rejected Tools: N/A
 Existing Subscriptions/Licenses: Adobe and Microsoft apps,
Vimeo

15. Key Dates and Timing
 Holiday Dates:
 Halloween
 Thanksgiving
 Christmas
 Hanukah
 Valentine’s Day
 Fourth of July
 Internal Events:
 Any anniversary or day having to do with coffee/tea
 Reporting Dates:
 There will be reporting in each quarter (Nov., Feb., May, Aug.)

16. Social Media Roles and
Responsibilities
 Social Media Director: Stephanie Marx
 Social Media Manager: Ryan Turner
 Social Media Coordinator: Carol Cochran

17. Social Media Policy
 Our customers value social media very highly. It is what
connects everyone to each other, both internationally and
locally.
 We use it to create bonds with one another and to share our
experiences and thoughts.
 Therefore, our employees are expected to demonstrate the
best practices by following simple guidelines:
 The customer is always right, even when you don’t agree. Be
respectful, courteous and understanding.
 Do not post anything that could come off as suggestive or
inappropriate. We do not wish to offend anyone.
 If someone has any comments or concerns, address them as
quickly and efficiently as possible
 Starbucks prioritizes customers above all so appropriate use
of social media is of the essence. Violation of our policy could
result in corrective action, up to, and including termination. All
questions should be reserved for your manager or HR team.

18. Critical Response Plan
 Hypothetical Scenario: Inappropriate post uploaded
 When post is detected:
 Take screenshot of the post
 Delete the post
 Alert Ryan Turner (Social Media Manager). If unavailable,
alert Stephanie Marx (Director)
 Discuss impact and reach of post to devise a plan for
further action
 Turner to develop appropriate follow up, Marx to approve
 Address media if post reached them
 No pre-approved messaging in this scenario

19. Measurement and Reporting
Results
 Quantitative KPIs
 Reporting period: 3 months
 Data as of July 1, 2016
 Website Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 50,000 unique visits
+15% growth
14% 4%
Facebook 100,000 unique visits
+15% growth
29% 2%
LinkedIn 5,000 unique visits
+5% growth
4% .4%

20. Social Network Data
Social
Network
URL Follower
Count
Average Weekly
Activity
Average
Engagement
Rate
Twitter twitter.com/starb
ucks
12 M
+15% growth
25% posts/week
+ 7% growth
48%
Facebook facebook.com/St
arbucks/
39 M
+30% growth
20 posts/week
+10% growth
37%
Instagram instagram.com/s
tarbucks/
12 M
+20% growth
20 posts/week
+12% growth
45%
LinkedIn linkedin.com/sta
rbucks
1 M
+10% growth
7 posts/month
+13% growth
20%
 Timeframe: as of July 1, 2016

21. Social Network Data Continued
 The social content team has done a fantastic job of
curating and creating high quality visual content.
 We have surpassed our goal of increasing visual
content by 30% in 6 months on Facebook and
Instagram and achieved a 200% increase on both
channels.
 Although LinkedIn has the least amount of
followers, we will continue to communicate with our
audience through the platform and try to reach 1
million.