Download - Social Media Strategy - Starbucks
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StarbucksSocial Media Strategy
Ashley Schiffman
Table of Contents
Executive Summary ……………...(3)Social Media Audit ………………(4)
Social Media Assessment...(5)
Traffic Sources Assessment(6)
Customer Demographics Assessment………………..(7)
Competitor Assessment…..(8)
Social Media Objectives…………...(9)Online Brand Persona and Voice..(12)Strategies and Tools………………(13)Timing and Key Dates…………...(15)Social Media and Responsibilities.(16)Social Media Policy………………(17)Critical Response Plan…………...(18)Measurement and Reporting Results…………………………….(19)
Executive Summary
Our major social media priorities for 2017 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 will support this objective: A plan to increase the volume of content we publish to
our social profiles Encourage conversations and discoverability of content
Social Media AuditSocial Network
URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/Starbucks
78.7K 15 posts per week
16%
Facebook http://facebook.com/Starbucks
36,447,080 9 posts per week
4%
Instagram http://instagram.com/starbucks
11.5M 8 posts per week
12%
LinkedIn https://www.linkedin.com/company-beta/2271?pathWildcard=2271
725,887 3 posts per week
5%
Social Media Assessment
At present time, the highest number of interactions per post occurs on Facebook (engagement rate cannot be calculated at present time.) Little to no interactions occur on LinkedIn and the closing of that channel should be considered moving forward.
Website Traffic Sources Assessment
Source Volume Percentage of Overall Traffic
Conversation Rate
Twitter 1500 unique visits
25% 12.8%
Facebook 3500 unique visits
38% 6.7%
Instagram 3800 unique visits
40% 9%
LinkedIn 375 unique visits
23% 4.5%
At present time, Instagram is by far the biggest driver of traffic to our website. The conversation rate lags slightly behind from Twitter
Audience Demographics Assessment
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
18-24 29% 42% Female
15% Twitter
40% Instagram
Stay the #1 coffee store
Innovative coffee
25-34 34% 58% Male 30% Instagram
20% Facebook
35-44 21% 50% Facebook
20% Twitter
45-54 9%
Main targets are millennials and social media users
Competitor Assessment
Competitor Name
Social Media Profile
Strengths Weaknesses
McDonalds http://facebook.com/mcdonalds
Brand recognition, diversity, cheaper
Unhealthy “fat” reputation
Costa Coffee http://facebook,com/CostaCoffee
Unique, similar sit down quaintness
Not as popular, no drive thru
Coca-Cola http://facebook.com/CocaColaUnitedStates
Brand recognition, diversity in beverages
No drive thru, no storefront
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 website from our social channels. In order to do so, our social media priorities will be growing online following community by sharing more engaging, relevant content and building deeper relationships with our customers.
1. Increase unique visitors from social priorities to website by 20% in 6 months Increased brand awareness through increased
sharing on LinkedIn Increased use of brand hashtags across all social
platforms
Objectives Continued
Increase Instagram followers by 5000 in 6 months Key Messages:
Quality coffee with the speed and personable service you want More than just great coffee
Increase volume of visual content published on Facebook and LinkedIn channels by 30% in 6 months KPIs: Number of unique visitors from Facebook, Twitter and
LinkedIn Number of Instagram followers Number of weekly photo and video posts to Facebook and
Instagram Sentiment analysis
Demographics
Online Brand Persona and Voice
Adjectives that describe our brand: Quality Social Corporate Responsibility Great service Personable
When interacting with customers we are: Polite Helpful Friendly
Strategies
Paid: Every Friday boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 75, as well as a minimum of 5 likes or 3 comments
Owned: Introduce the use of #CureSleepwithStarbs to company Instagram posts. Encourage adoption by customers and source a minimum of 1 piece of user-generated content per week to regram/shout out. Promote hashtag across all social properties, email newsletters as well as printed promotional material
Earned: Monitor Twitter for keywords and terms: coffee, morning, wake-up, waking up, studying, study, caffeine
Tools
Approved Tools: Hootsuite Rejected Tools: N/A Existing Subscription/Licenses: Verismo
Timing and Key Dates
Holiday Dates: National Coffee Day, First day of Fall, First day of Spring, First day of Winter, First day of Summer
Internal Events: Finals and Midterms season
Social Media Roles and Responsibilities
Executive VP, Global Chief Marketing Officer: Sharon Rothstein
Director of Global Social Media: Stephanie Marx Supporting Social Media Team Members: Brad
Nelson
Social Media Policy
Moments of connection – that’s our promise. And we bring that promise to life every day in unique and special ways. These Guidelines are to help you do the right thing when connecting in social media. If you have questions, please talk to your manager, Partner Resources or email [email protected]
Critical Response Plan
Scenario 1: #RaceTogether campaign – Anticipate backlash, give yourself extra prep, own the controversy, but change the narrative
Scenario 2: Wrote an inappropriate tweet unintentionally. Alert Social Media Manager. After discussing the issue at hand, evaluate the actions needed to take place. Respond to all questions and remain transparent.
Measurement and Reporting Results
Quantitative KPI: Analyze all social media engagement and follower increase in the past six months.
Note average interactions and other posts Qualitative KPIs: Evaluate any crisis for the past
six months, Evaluate hashtags Proposed Action: Continue promoting hashtag
campaigns