Starbucks CoffeeA social media strategy

Shannon Claflin

Table of ContentsI. Executive SummaryII. Social Media Audit

a. Social Media Assessmentb. Website Traffic Assessmentc. Customer Demographics Assessmentd. Competitor Assessment

III. Social Media ObjectivesIV. Online Brand Persona and VoiceV. Strategies and ToolsVI. Timing and Key DatesVII. Social Media Roles and ResponsibilitiesVIII. Social Media PolicyIX. Critical Response PlanX. Measurement and Reporting Results

Executive Summary

Our major social media priority for the next six months, beginning in October and ending in March, will be growing our online following and community.

The primary focus will be to support revenue goals through increasing our customer satisfaction by sharing more personalized and interactive content, thus, building loyalty with customers.

Two major social media strategies will support this objective:1. Increase the number of published content on our social media sites.2. Promote interaction with customers and the overall Starbucks experience.

Social Media AuditThe following is a social media audit of Starbucks social media presence on various platforms as of March 1, 2016. The audit includes social media, website, customer demographic and competitor assessments.

Social Media AssessmentSocial

NetworkURL Follower

CountAverage Weekly Activity

Average Engagement

Rate Twitter https://twitter.com/sta

rbucks

11.7 million 13 posts 45%

Facebook https://www.facebook.com/Starbucks/

36.5 million 7 posts 27%

Instagram https://www.instagram.com/starbucks/

11.5 million 8 posts 38%

LinkedIn https://www.linkedin.com/company-beta/2271?pathWildcard=2271

725, 759 3 posts 22%

Social Media Summary: At the present time, the highest number of interacts per post occurs on Twitter, which is also the platform with the highest average weekly posts per week.

Website Traffic Assessment

Source Volume (unique visits)

Percentage of Overall Traffic

Twitter 10,000 40%

Facebook 25,000 60%

Instagram 8,000 30%

LinkedIn 1,000 14%

Traffic Summary: At the present time, Facebook is by far the biggest driver of traffic to our website. Twitter and Instagram drive similar traffic, while LinkedIn could use some improvement.

Customer Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social

Network

Primary Need Secondary Need

18-30: 50%31-40: 20%41-55: 20%56+: 10%

Female: 59%Male: 42%

Twitter: 40%Instagram:40%Facebook: 20%

Twitter: 20%Facebook:

20%Instagram:

30%

Caffeinated beverages,

food, pastries, or other non-caffeinated

drinks.

Friendly, relaxing

atmosphere fit for studying or

quality time with friends.

Audience Demographics Summary: The majority of those who responded to the survey are part of the 18-30 age group. Most of the Starbucks customers are female. The primary motivator for purchase is the food and beverages. Consider Instagram is the most successful, the social media campaign should be focused on further developing engagement and increasing the following on this platform.

Demographic Representation

Gender Distribution

FemaleMale

Age Distribution

18-3031-4041-5056+

Competitor AssessmentCompetitor

NameSocial Media

ProfileStrengths Weaknesses

Dunkin’ Donuts • Facebook• Twitter• Instagram

• Photo theme• Visually appealing• Strong audience

engagement

• Lacks variety from any other coffee shop

• Traditional advertisement

McDonald’s • Facebook• Twitter• Instagram

• Large following• Celebrity endorsed

tweets• Well established

chain restaurant

• Fan engagement• Suffers from a

partially negative reputation

Panera • Facebook• Twitter• Instagram

• Interesting content• Focuses on being

a healthy choice• Photos and videos

• Posting more frequently to increase “likes” and shares

Competitor Assessment: Each company does an excellent job posting relevant content, however, they could work on their customer communication and engagement.

Social Media ObjectivesThroughout the next six months, our primary focus of our social media strategy will be to support revenue goals through increasing our customer satisfaction by sharing more personalized and interactive content, thus, building loyalty with customers.

Specific Media ObjectivesWithin the next six months, our company plans to: • Increase Brand Awareness• Increase Twitter and Instagram following by 40%• Include broader variety in published content• Increase unique visits on Facebook and LinkedIn

KPI’s• # of visitors from social media platforms to website• # of Twitter and Instagram followers• Frequency of visual, relevant posts

Key Messages • Fall in Love with YOUR Starbucks• An Invigorating Experience, Everytime

Online Brand Persona and Voice

Adjectives to describe our brand:

When interacting with customers we are:

• Chipper• Seasonal• Creative

• Innovative

• Genuine• Loyal

• Helpful• Engaging

Strategies and ToolsPaid: Boosting Facebook and other platforms to gain a higher following and unique visits. Hire a professional photographer to upkeep a competitive, appealing profile.

Owned: Introduce a creative hashtag, such as #FallintoStarbucks to promote new releases on various beverages and pastries. Promote in-store business by offering daily promotions at various locations.

Earned: Associate with other companies via social media platforms, creating engagement amongst customers of all areas. Host competitions for unique photos with Starbucks, winners receive a free Starbucks for a month.

Approved Tools: Hootsuite, BufferExisting Subscriptions/Licenses: Adobe apps, Microsoft apps, Photoshop

Timing and Key DatesHoliday Dates

• New Years Day• Valentine’s Day• Fourth of July• Mother’s Day• Father’s Day• Thanksgiving• Christmas

International Events

• Transitioning

into each season with a new drink series

• Ex. Pumpkin Spice Latte launch in the fall

Reporting• Reporting will

occur once a quarter in

January, April, July and October

Social Media Roles and Responsibilities

Marketing Director: Mark Ziegler

Social Media Manager: Sydney Ying

Director of Global Social media: Allison Russell

Supporting Social Team Members: June Summers (customer support), Ryan Lotche (social ads support), Grace Hampton (social media support)

Social Media PolicySocial media is an ever-expanding aspect of our lives. As a company, we will be able to utilize all of the wonderful benefits of social media, as long as we remain composed to these guidelines: • The customer is always right• Be courteous and respectful of everyone, customers

or company workers• All posts must filter through the social media team• Do not discuss competitors• Do not share company secrets that are not already

available to customers

Critical Response PlanScenario 1 -- Gold member star rewards glitch on the app

a) Alert the Social Media Manager, Sydney Ying, and Customer Support, June Summers.

b) Publish a message to all social media platforms apologizing for the technical error

c) Respond to customer engagement about the problemd) Discuss the impact, reach and evaluate further action

needed to be donee) Offer a free drink or 15 extra stars to each customer

affected

Critical Response PlanScenario 2 -- Inappropriate tweet published by @Starbucks

a) Take a screenshot of tweet and immediately deleteb) Alert the Social Media Manager, Sydney Ying.c) Publish an apology and respond to any customer

engagement regarding the postd) Discuss the impact, reach and evaluate further

action needed to be done

Measurement and Reporting Results

Quantitative KPIsReporting Period: 3 months

Website Traffic Sources AssessmentTimeframe: Monthly average, September 2016 to March 2017

Source Volume Percentage of Overall Traffic

Facebook 50,000 unique visits 35%

Instagram 150,000 unique visits

47%

Measurement and Reporting Results

1. Analyze all social media platforms engagement and follower increase after six months

2. Note successful posts and those that are not beneficial3. Focus on developing a culture-centered company via

social media platforms4. Evaluate crisis management in any potential situation

#FallintoStarbucks Hashtag Performance• Between October 1st and March 1st, the hashtag was

mentioned 13,000 times on Twitter and 5,000 times on Instagram

• Sales throughout the duration were higher than that compared to the fast five years

• A quarter of the Instagram posts with the hashtag were engaged in personal conversation with the company