Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategy and Tools
6. Key Dates and Timing
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
Our major social media priorities for 2016-2017 are to increase
both engagement and following.
Three major social strategies will support this objective:
Increase the amount of retweets, likes, comments and shares
Encourage more online conversations and engagement
Publish more interactive materials
Social Media Audit
The following is an audit of Starbucks’ social media presence as of
September 26, 2016. It includes an assessment of social media networks,
website traffic, audience demographics and competitor analysis.
Social Media Assessment
36.4M 5 posts per
11.5M 7 posts per
11.7M 20 posts per
725k 3 posts per
Less than one
274.5K 10 pins per
110.6K 1 video per
Less than one
Social Media Assessment cont.
At the present time, Instagram receives the most interactions
per post. Instagram posts receive an average of 300,000 likes
per post. Facebook also receives a lot of likes and comments.
Little interactions happen on LinkedIn, and a change in posts
should be considered moving forward.
Website Traffic Sources Assessment
SOURCE VOLUME PERCENTAGE
Facebook 2M unique vistis 20% 3%
Instagram NO DATA NO DATA NO DATA
Twitter 300K unique visits 15% 2.4%
LinkedIn 5K unique visits 5% 0.7%
Pinterest 10K unique visits 3% 0.3%
YouTube 50K unique visits 6% 0.9%
Timeframe: Monthly Average
At the present time, Facebook is the biggest driver of traffic to our website.
Twitter also drives a significant amount of people to our website. LinkedIn
and Pinterest drive little traffic to our website.
Competitor Name Social Media
Dunkin’ Donuts FB: Dunkin’ Donuts Really good at directing
posts towards millennials.
Good at audience
engagement and using
pictures taken by
Pictures not as visually
appealing as ours.
Does not get as many
likes, shares or
McDonald’s FB: McDonald’s Very good at two-way
conversation on posts.
Good at appealing to all
different age groups.
Good at promoting their
Pictures not as visually
appealing and they use
a lot of harsh colors and
Dunkin’ Donuts and McDonald’s are our two biggest competitors. Although we have more
followers than DD on all our sites, we are lagging behind McDonald’s. Our competitors are
very good at two-way conversation, but don’t use as high-quality photos and videos.
Social Media Objectives
In 2016-2017, the primary focus of our social media strategy will be to increase
customer engagement and two-way conversation in order to gain more followers
and obtain the loyal ones. In order to do this, our social media priorities will be to
stay connected with our followers and encourage them to share our content.
Some specific objectives include:
1. Increase comments on our Facebook page and mentions on Twitter by 40% in
2. Increase the amount of comments and mentions that we reply to by 60% in 6
3. Increase followers by 15,000 on Facebook, 10,000 on Instagram and 5,000 on
Twitter in 5 months
Social Media Objectives cont.
A place to be social
A place to have fun
1. Sentiment Analysis
2. Number of Twitter, Facebook
and Instagram followers
3. Number of positive mentions
4. Number of positive
comments on Facebook
Online Brand Persona and Voice
Adjectives that describe our brand:
When interacting with customers we are:
Strategies and Tools
Use Facebook ads directed on our followers feeds as well as anyone who has recently
Release a promotional Instagram post every month or to boost any initiatives happening.
Use the hashtag #CurrentFallMove in all our Fall inspired posts and encourage our followers to
use the hashtag as well.
Receive 10 cents off a drink when customer follows our Facebook, likes our Intagram page or
follows us on twitter
Partner with top five most followed travel bloggers on Instagram to post about our brand
Offer 500 gift cards to followers who come up with the best posts for the hashtag
Timing and Key Dates
First day of the seasons
New Years Eve
National Coffee Day-
Reporting will occur once a
quarter in February, May,
August and November.
Social Media Roles and Responsibilities
Senior vice president of marketing and brand management- Brady Brewer
Senior vice president of communications-Corey duBrowa
Senior vice president of channel development- Glenn Hartman
Senior vice president of customer relationship management- Aimee Johnson
Executive vice president of global marketing- Sharon Rothstein
Social Media Policy
Social media is an extremely important part of the Starbucks brand. We use social media
everyday to interact with our loyal customers, to gain new customers and to promote our
products and services. It is of the upmost importance that Starbucks is represented in the
best light on all of our social media networks. All employees are expected to demonstrate the
best practices and etiquette.
Be appropriate at all times
Engage with all the customers
Use common sense
Share posts from your personal social network accounts
Think before you post
Critical Response Plan
Scenario 1- Inappropriate Tweet Sent from @Starbucks
1. Screenshot then delete the tweet
2. Report the tweet to a senior executive employee
3. Determine the reach of the tweet
4. Determine who if anyone is talking about the tweet
5. If media has picked up on the tweet, refer all inquiries to Aimee
6. Take disciplinary action against the employees responsible for the tweet if necessary
No Pre-Approved Messaging in This Scenario
Messaging will be determined by senior executive employees base on the tweet
Critical Response Plan cont.
Scenario 2- Angry customer commenting on Facebook posts with complaints
1. Alert senior executive employees when the comments are detected
2. Respond in a friendly and professional way to the comment
3. Private message the person complaining to find out if anything can be done to change
4. Immediately post another general positive post to the Facebook page
5. See how many people liked the negative comment and if more negative comments
have been posted
“We are so sorry you feel this way _________! Here at Starbucks all of our customers are
important to us. (add specific solution about complaint)”
Measurement and Reporting cont.
Social Network Data
8 posts per
10 posts per
12M + 15%
25 posts per
750K + 6%
5 posts per
Measurement and Reporting cont.
Our Facebook followers have grown by 8% and the
engagement rate has doubled to date.
Our average interaction rate on our Instagram has grown by
200,000 interactions per post. It is important to note that the
number of people using the hashtag #CurrentFallMood has
increased as well.
We have increased our number of posts per week on Twitter,
and in return our engagement rate has increased.
An analysis of 100 Facebook posts, 100 Twitter posts, and 100 Instagram posts revealed:
An increase in the amount of positive comments, mentions and retweets. This includes
sharing posts and tagging their friends.
The biggest driver of negative sentiment is posts about specific drink flavors. These posts
drive negative comments about the taste of the drinks.
An increase of the use of the hashtag #CurrentFallMood
Proposed Action Items
Continue to respond to comments and mentions on Facebook,
Twitter and Instagram.
Continue using the hashtag #CurrentFallMood and come up
with more seasonally related hashtags.
Continue to use Facebook ads and promotional Instagram
posts to get new followers.