Social Media Strategy Kelli Kaufmann

October 2, 2016

Table of contents

Executive summary

Social media audit Social Media Assessment

Website Traffic Sources Assessment

Audience Demographics Assessment

Competitor Assessment

Social media objectives

Online band persona and voice

Strategies and tools

Key dates and timing

Social media roles and responsibilities

Social media policy

Critical response plan

Measurement and reporting results

Executive Summary

Our major social media priorities for 2016 will be growing our online following and community.

The primary focus will be to support revenue goals through driving more traffic to our website by sharing more engaging, relevant content and building deeper relationships with our customers.

Two major social strategies to support this objective: A plan to continue the volume of content we are currently

posting on our social profiles.

Encourage conversations and discoverability via content.

Social Media Audit

Social Media Assessment Date as of Octover 1, 2016

Social Network URL Follower Count Avg. Posts/Week Avg.

Engagement

Twitter Twitter.com/starb

ucks

11.8M 100+ 56%

Facebook Facebook.com/st

arbucks

36.5M 3-5 73%

Instagram Instagram.com/st

arbucks

11.6M 7 45%

LinkedIn Linkedin.com/co

mpany/starbucks

726,276 1 27%

Summary: Facebook receives the most activity of all social media accounts.

LinkedIn receives the least, but it should not be ignored. It is growing in

popularity among college graduates, and this demographic makes up a majority

of Starbucks' social media followers.

Social Media Audit Cont.

Website Traffic Sources Assessment Timeframe: Monthly average, May 2016 to October 2016

Source Volume % of Overall Traffic Conversion Rate

Twitter 10,000 unique visits 40% 25.1%

Facebook 25,000 unique visits 60% 48%

Instagram 8,000 unique visits 30% 32.4%

LinkedIn 1,000 unique visits 15% 14.6%

Summary: Facebook is the biggest driver of traffic to our website. Twitter is

the second largest driver at nearly half the volume of Facebook. Instagram is

also a major hub for social interactions.

Social Media Audit Cont.

Audience Demographics Assessment Survey distributed in June/July via email and upon visitor registration. Total applicant

responses: 1500

Age

Distribution

Gender

Distribution

Primary Social

Network

Secondary

Social Network

Primary Need Secondary

Need

50% (18-30) 81% Female,

19% Male

Facebook Instagram Coffee before

work/class

Place to

socialize

40% (31-40) 70% Female,

30% Male

Facebook Instagram Coffee before

work

Coffee as a

daily routine

20% (41-50) 90% Female,

10% Male

Facebook Twitter Coffee before

work

Coffee as a

daily routine

10% (56-80) 90% Female,

10% Male

Facebook N/A Coffee as a

daily routine

Coffee after

dinner

Summary: The majority of respondents are in the 18-30 age group. Instagram

and Facebook are their primary networks. Flavor, indulgence and aesthetically

pleasing environments are primary motivators for buying coffee. Energies should

be dedicated to further develop Instagram content and engagement.

Competitor Assessment

Summary: The above competitors have a strong social presence on Facebook,

Instagram and Twitter. High-quality visual content is a major driver of engagement

with their audiences, and unique hashtags generate more mentions on Twitter.

Competitors could improve on responsiveness to customer service concerns, and

they could work on maintaining positive sentiment toward their brand.

Competitor

Name

Social Media

Profile

Strengths Weaknesses

Dunkin

Donuts

Facebook.com/d

unkindonuts

Frequent, visually distinct,

branded posts with great

engagement. Content is

relevant to current events and is

easily recognizable.

The company's history of poor franchise

relations could deter potential investors

and customers. The company's reach is

also limited to the eastern US.

McDonald’s Twitter.com/m

cdonalds

Branded hashtag #McCafe is

used by many visitors and is a

good source of user generated

content.

Negative publicity of individual

restaurants failing to uphold company

quality standards.

Keurig Instagram.co

m/keurig

Convenient to use at home and

other public places. It provides

an assortment of coffee flavors,

beverage choices and brewing

options. There is little clean up

and it is relatively affordable.

The company's inability to provide

prompt customer service hurts its

reputation. Additionally, the product does

not deliver the traditional quality of coffee

that many coffee-drinkers look for.

Social Media Objectives In 2016, the primary focus of our social media strategy will be to support revenue

goals by driving more traffic to our mobile app and website from our social channels. To do so, our priorities will be to grow our online community by sharing more engaging content and creating deeper relationships with our customers.

Some Specific Obejctives:

1. Increase unique visitors from social

properities to website by 30% in 6

months:

• Increased brand awareness

through increased mentions on

Twitter

• Increased use of brand

hashtags across all social

platforms

2. Increase Instagram followers by

5,000 in 6 months.

3. Increase volume of visual content

published on Facebook and

Instagram channels by 50% in 6

months.

KPIs

1. Number of unique visitors on

Facebook, Twitter and Instagram.

2. Number of Instagram followers.

3. Number of weekly phot and video posts

to Facebook and Instagram.

4. Sentiment analysis.

Key Messages

“To inspire and nurture the human

spirit – one person, one cup and one

neighbourhood at a time.”

Online Brand Persona and Voice

Adjectives that describe our brand: Inspiring

Nurturing

Fun

Bold

When interacting with customers, we are: Encouraging

Solution-oriented

Kind

Strategies and Tools Paid

Every Friday, boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 5,000, as well as a minimum of 5,000 likes or 2,000 comments

Owned Keep using #Stabrucks for company Instagram, Facebook and Twitter posts.

Encourage conversation, promote idea-thinking and incorporate more regram/shout-outs per week.

When customers purchase in-store items, encourage use of the hashtag if they post photos of their visit.

Earned Monitor Twitter for keywords and terms: coffee, starbucks, starbuckscoffee, redcup,

food, cometogether

Collaborate with three celebrities to develop a promotional relationship. Co-develop a three-part video series called “Seeing Stars” to share on partner site and social channels.

Tools

Approved Tools

Hootsuite

Rejected Tools

N/A

Existing

Subscriptions/Licenses

Youtube, Vimeo, Photoshop

Timing and Key Dates Holiday Dates

Beginning of Fall

Breast Cancer Awareness

Halloween

Thanksgiving

Christmas

New Years Eve/Day

Internal Events

September 25: Pumpkin Spice Announcement

October 1: Almond milk introduction

November 1: Peppermint Mocha Announcement

December 1: Red cup introduction

Reporting Dates

Quarterly in February, May, August and November

Social Media Roles and Responsibilities

Marketing Director – Layla Wright Oversees social media team, communicates strategy, and

coordinates quarterly reviews

Social Media Manager – Lissa Aderholdt Manages content creation and scheduling across

platforms. Executes day-to-day social media tasks.

Social Media Coordinator – Sean Doolan Oversees customer support team and monitors

engagement.

Supporting Social Media Team Social Ads Specialist – Mikaela Balzer

Media Customer Support – Shannon Levy

Social Media Policy Social media is an important component in our daily lives. It allows us to

spread company messages, interact with customers and partners, and to share our personal activities, thoughts and goals. As an employee and representative of Starbucks, you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following some simple guidelines: Be respectful to all

Use common sense

Stay out of trouble (don’t start a fight or post something that’s illegal)

Make customers happy

Foresee and satisfy customer needs

Don’t put down competitors

Excited about a company event or campaign? Feel free to spread the word to your networks.

Starbucks takes the social media conduct of our employees very seriously.

Violation of this policy may result in corrective action, up to, and including termination. The company reserves the right to take further action when appropriate. If you have any questions or concerns, please speak to your manager or anyone on the HR team.

Critical Response Plan Scenario 1 – Inappropriate Tweet

sent from @Starbucks Action Plan

1. When Tweet is detected: 1. Take Screenshot

2. Delete Tweet

3. Alert Social Media Manager

4. If social media manager is unavailable, alert marketing director

2. Manager to sync with director to discuss impact and reach and evaluate further action.

3. Manager to develop appropriate follow-up tweet. Director to approve.

4. If media has picked up Tweet, manager to manager all direct contact. If manager is unavailable, director will manage all contact.

5. Director and manager to evaluate if disciplinary action is required of the employee responsible.

6. No pre-approved messaging in this scenario – Message is dependant on the nature of the tweet.

Scenario 2 – Tweet/Hashtag Backfire (Social

media post receives negative backlash from

audience) Action plan:

1. Director to alert manager

2. Director to sync with manager and coordinator to

evaluate the scope of the situation

3. If media has picked up, manager to manage all

direct contact. If manager is unavailable, director

will manage all contact.

4. Director to push message to social channel

where the news broke first. Continue to monitor

the spread of the news to other social channels.

5. Social media Team to continue monitoring,

bringing in other as needed.

6. Pre-approved messaging:

1. Twitter: “We are deeply apologetic to those

offended by our earlier content. Your

opinions are invaluable to the Starbucks

family.”

2. Facebook: “We are deeply apologetic to

those offended by our earlier content. Your

opinions are invaluable to the Starbucks

family. Thank you for your support and

understanding as we work to rectify this

situation.”

Measurement and Reporting Results

Quantitative KPIs

Reporting Period: 3 months data as of February 1, 2017

Website Trace Sources Assessment

Timeframe: Monthly avg., October 2016 – February 2017

Source Volume % Overall Trace Conversion Rate

Twitter 20,000 unique visits

+ 30% growth

37% 15.3%

Facebook 30,000 unique visits

+ 38% growth

63% 28.9%

Instagram 15,000 unique visits

+ 26% growth

24% 6.7%

Measurement and Reporting Cont.Social Network Data

Timeframe: as of February 1, 2017

Social Network URL Follower

Count

Average Engagement

Twitter Twitter.com/star

bucks

11.8M + 20%

Growth

25 posts per

week + 40%

increase

86%

Facebook Facebook.com/

starbucks

36.5M + 35%

growth

15 posts per

week + 60%

increase

94%

Instagram Instagram.com/

starbucks

11.6M + 25%

growth

15 posts per

week + 25%

increase

Avg. Interaction

per post = 500

LinkedIn Linkedin.com/c

ompany/starbuc

ks

726,276 + 20%

growth

2 posts a day +

15% increase

35%