starbucks social media strategy
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Executive Summary Social Media Audit
Social Media Assessment Website Audience Competitors
Social Media ObjectivesOnline Brand Persona and VoiceStrategies and ToolsTiming and Key DatesSocial Media Roles and ResponsibilitiesSocial Media PolicyCritical Response PlansMeasurement and Reporting Results
TABLE OF CONTENTS
Starbucks prioritizes the value of placing personality with beverages and visually showcasing the personality through social media
Customers relate different times of the year with different products and Starbucks wants to maximize the unique seasonal changes that are parallel with the “personality” factor of products
Two major strategies will support this objective: Feature the personal stories of customers on social profiles Advocate causes that align with the mission of Starbucks
EXECUTIVE SUMMARY
Social Media Assessment
SOCIAL MEDIA AUDITDATE: SEPTEMBER 29
Social Network
URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/starbucks/
11.7 M 21 Tweets/week700 Tweets + replies/week
60%
Facebook https://www.facebook.com/Starbucks/
36.5 M 10 Posts/week 35%
Instagram https://www.instagram.com/starbucks/
11.5 M 7 Posts/Week 45%
LinkedIn https://www.linkedin.com/company/starbucks
725,621 2 Posts/Week 25%
Pinterest https://www.pinterest.com/starbucks/
275 K 3 Posts/Week 15%
YouTube https://www.youtube.com/starbucks
111 K 7 Posts/Week 10%
Twitter and Facebook are the most followed accounts for Starbucks
Starbucks responds and engages with the most people on Twitter. Most of the Starbucks’ tweets are dedicated to responding to customers and creating conversations
All channels should remain active because there is enough engagement on all channels to benefit the Starbuck brand
SOCIAL MEDIA ASSESSMENT SUMMARY
Source Volume % of Overall Traffic
Conversion Rate
Twitter 50,000 unique visits
70% 96.3%
Facebook 30,000 unique visits
65% 76.8%
Instagram No data No data No dataLinkedIn 4,000 unique
visits20% 37.1%
WEBSITE TRAFFIC SOURCE ASSESSMENT
SEPTEMBER 29, 2016
Twitter attracts the most traffic to Starbucks.com, followed by Facebook
No direct traffic data is available on Instagram, but it is believed that many audience members use the link in the bio to go to Starbucks.com, and there are many interactions on this social media platform
WEBSITE TRAFFIC SOURCE ASSESSMENT
SUMMARY
Survey distributed in June/July 2016 via email (to audience members who subscribed to Starbucks.com)
Application responses: 1,582
AUDIENCE DEMOGRAPHIC ASSESSMENT
SEPTEMBER 29, 2016
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
18-30 80% Female55%
Female55%
Instagram 40%
Drinking a refreshing beverage
Enjoying a social atmosphere where people
31-40 60% Male45%
Male45%
Facebook 20%
can come together for
41-55 20% Facebook 30%
Twitter 20%
Conversation and community
56-80 20% Instagram 40%Twitter 50%
A majority of the Starbucks social media audience is between the ages 18-30
Twitter and Instagram are the strongest social media platforms
AUDIENCE DEMOGRAPHIC ASSESSMENT
SUMMARY
Competitor Name
Social Media Profile
Strengths Weaknesses
Dunkin Donuts Dunkin’ Donuts Frequent visually distinct, branded posts with a lot of audience interaction. Eeach photo is in a coffee shop frame and easily recognizable as Dunkin Donuts
The audience is disengaged; questions, comments and concerns go unaddressed
McDonalds McDonalds The hashtag #mccafe is frequently used.A lot of user generated content
Infrequent posting and the social media accounts are not maximizing the user generated content
COMPETITOR ASSESSMENTSEPTEMBER 29, 2016
Both competitors have a strong presence on Facebook and Instagram.
Competitors have high quality content which is great for audience engagement
Each competitor has a unique hashtag that generates brand mentions on all social media platforms, especially Instagram
There in more one-way communication rather than two-way communication
Audience feedback in not prioritized on social media accounts
COMPETITOR ASSESSMENT SUMMARY
Overall Business Goals: The focus of Starbucks is to give customers quality beverages that represent
seasons, community and high standards of the best coffee
Social Media Objectives to Support Business Goals Acquire new followers and consumers, more interactive posts and an
engaging presence online. We will share more meaningful content and respond to our audience more frequently
KPIs Quantitative Increase followers by 3,000 in 6 months
KPIs Qualitative Increase volume of visual content by 40% in 6 months
Key Supporting messages We care about customer satisfaction, selling quality products and giving
back to the local and global community
SOCIAL MEDIA OBJECTIVES
Adjectives that describe the brand: Bold Fun Creative Unique Loyal
Examples of brand voice
in social media interactions: Friendly Honest Encouraging Solution-oriented
ONLINE BRAND PERSONA AND VOICE
Earned 1: Monitor Twitter for key words such as coffee, brew, dark
roast, cold brew 2: Extend discount codes to leads over the next two months
to deliver unexpected delightPaid
1: Boost most popular organic content from Facebook once a week The post must have a minimum organic reach of 125, 200 likes
and 150 commentsOwned
1: Introduce #SundaySoulAndStarbucks to company Instagram posts. Encourage customers to use the hashtag to feature how Starbucks helps the soul achieve balance and joy. This user generated content will be featured every Sunday
STRATEGIES AND TOOLS:STRATEGIES
Approved Hootsuite Buffer
Rejected N/A
Existing subscriptions/licenses: Canva Vimeo Photoshop
STRATEGIES AND TOOLS:TOOLS
Key Dates Summer time (June 1- August 31), Fall time (September 1-October 31),
Winter time (November 1-December 31), Valentine’s Day, President’s Day, Spring Break, Labor Day, Father’s Day, Mother’s Day
Internal Events Community outreach (January 20-22, 2017), food and toy drive (November
13-22, 2016)
Lead Times Food and toy drive will be for the community during Thanksgiving/winter
holidays. We will begin planning how we will execute in the beginning of October
Reporting Dates Reporting will occur once a quarter in February, May, August and
November. Precise dates TBA
TIMING AND KEY DATES
Social Media Director: Brady Schultz Responsibilities: Develop marketing strategies, execute
ideas, measure feedback
Social Media Manager: Bernard Acoca Responsibilities: Approve and post content on all forms of
social media
Social Media Coordinator: Andy Adams Responsibilities: Communicate social media plans with all
departments within Starbucks so that every employee in
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Social media is deeply ingrained in our daily life. We use it to spread company messages, interact with customers and partners, and share personal actions, thoughts, ideas and more. As an employee and representative of Starbucks, you are expected to demonstrates best practices and a sense of etiquette in your use of social by following guidelines: Be respectful Do not post about illegal activities Be polite to all Find solutions, do not create problems Act helpful, especially to customers Do not disrespect competitors Ask if you ever question if a post in appropriate
SOCIAL MEDIA POLICY
Scenario 1: Inappropriate Tweet sent from Starbucks Action Plan
1: When Tweet is detected
Take screenshot Delete Tweet Alert Social Media Manager If Social Media Manager is unavailable, alert Marketing Director Discuss impact and reach Develop appropriate follow up Tweet to be approved by Marketing
Director If media has picked up on Tweet, the Marketing Director will manage
all direct contact Sync with all employees responsible for publishing Tweet and
determine if disciplinary action is required
CRITICAL RESPONSE PLAN
Scenario 2:A product is reported to be unsanitary and reported to media: Identify how the product became contaminated Create solutions to ensure that the issue will not happen
in the future Issue an apology to the public that the product did not
meet the high standards that Starbucks has for all its products
Write a letter of apology to the customer and provide free products for life
CRITICAL RESPONSE PLAN
Quantitative KPIs Reporting Period: 3 months Date as of February 1, 2016
Social Network Data (Date: September 29, 2016)
MEASUREMENT AND REPORTING RESULTS
Social Network
URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/starbucks/
11.6 M + 11% growth
18 posts/week + 10% increase
4%
Facebook https://www.facebook.com/Starbucks/
36.1 M + 25% growth
9 posts/week + 300% increase
6%
Instagram https://www.instagram.com/starbucks/
7.7 M + 10% growth
6 posts/week + 300% increase
Average interaction per post: 450
LinkedIn https://www.linkedin.com/company/starbucks
10,000+ + 15% growth
1 post/month + no change
1.5%
Website Traffic Sources Assessment Timeframe Monthly average: November 2015 to January
2016 Date: September 29, 2016
MEASUREMENT AND REPORTING RESULTS
Source Volume % 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%
Result Assessment: Our Instagram following has grown 1100 in 3 months, on
track to hit the target of 7.8 million followers in a 6 month timeframe. The average interactions per post have increased by 55% from 290 to 450
Qualitative KPIs Sentimental Analysis: An analysis of the interaction on 100
Facebook posts, 100 Instagram posts and 1000 Tweets resulted in the following: Positive sentiment from customers following their visit on all
platforms of social media. This includes sharing posts and stories of their experience and recommendations of Starbucks to friends/followers
The most negative feedback is about incorrect orders and prices
MEASUREMENT AND REPORTING RESULTS
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