StarbucksLindsay Brock

9.27.16

Table of Contents

1. Cover Page

2. Table of Contents

3. Executive Summary

4. Social Media Audit

5. Social Media Objectives

6. Online Brand Persona and Voice

7. Strategies and Tools

8. Timing and Key Dates

9. Social Media Roles and Responsibilities

10. Social Media Policy

11. Critical Response Plan (2)

12. Measurement and Reporting Results

Executive Summary

The following social media strategy was developed in order to account for the

business, operational, retail and creative changes that are constantly changing at

Starbucks. It is an all inclusive plan that will ultimately accomplish 3 things: increase

Starbucks’ average engagement rate on each channel, maintain a cohesive aesthetic,

and improve business transparency. Because of this plan, the social media team at

Starbucks will have all of the tools needed to conduct meaningful work, including an

audit of prior posts to a critical response plan.

Social Media AuditNetwork URL Follower Count Avg. Weekly Activity Avg. Engagement

Rate

Twitter https://twitter.com/Starbucks

11.7 million 9 posts per week 1%

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

36,444,014 6 posts per week 4%

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

11.5 million 4 posts per week 4%

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

725,374 2 posts per week 0%

Social Media Objectives

Overall Business Goals:● “We make sure everything we do is through the lens of

humanity – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.”-Starbucks

Social Media Objectives to Support Business Goals:● Be more transparent about business decisions with followers● Create polls/ surveys to incorporate follower’s opinions● Dedicate one post a week on each channel to informing

followers about upcoming projects or deals

Qualitative KPI’s:● An increase in positive discussions about the company using

a pre determined hashtag● An increase in company Twitter chats

Quantitative KPI’s:● A 20% increase in Starbucks Rewards card registrations via

Twitter● A 60% increase in Facebook Live viewers/engagers

Online Brand Persona & Voice

Voice:Quirky, Relatable, Energetic

Strategies & ToolsStrategies

Paid:

● Boost the most popular or critical Facebook post

from each week

Owned:

● Employee discussions via a pre-determined hashtag

Earned:

● Keeping communication open with relevant media

outlets

● Engaging with customers when they’ve had a

positive experience

Tools

Approved:

● Organizing and systemizing posts via Hootsuite

● Following the social media strategy outlined in this

presentation

Rejected:

● Registering for other social media organizational

programs

● Making up information, hashtags or accounts

Timing & Key DatesTiming

Lead TImes:

● Have content for any time-sensitive campaign ready

to post no later than 2 days after

● Spread out content over the course of a 5-7 day time

period for important messages

Reporting Times:

● Check progress on a quarterly basis

● Prepare analysis 3-5 days before deadline

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Key Dates

Internal Events:

● Q4 and Full Year Fiscal 2016 Starbucks Earnings Conference Call (tentative)

○ 11/03/16 @ 6:00 p.m.● 2016 Starbucks Investor Day

○ 12/07/16

Social Media Roles & Responsibilities

Social Media Director

● Name: Stephanie Marx

● Responsibilities: lead social media team, coach

international markets, manage social listening,

metrics and scorecard, collaborate with the

creative and public affairs team

Social Media Specialist

● Name: KC Procter

● Responsibilities: monitors customer contacts,

leads vendors in moderating content, resolves

customer issues on social media networks,

collaborates with digital and marketing teams

to ensure alignment

Social Media PolicyGeneral Best Practices

● Language:○ Appropriate for all ages○ Positive

● Tone:○ Professional○ Respectful

● Confidentiality:○ Internal business matters should not be disclosed○ Consult with a member of the social media team if unsure

Specifics:● Like or follow Starbucks’ official profiles on channels that you are active on● Engage in positive discussions if you have valued commentary to add● Avoid engaging with market competitors and/or media outlets● Express yourself!

Critical Response PlanScenario 1Customers consume bad food/beverages in a concentrated region

● Action Steps:○ Validate the source○ Reach out to respective regional managers○ Ensure the problem has been solved○ Communicate the specifics of the crisis with followers as soon as possible

■ No later than 1 day after resolution● Pre-Approved Messaging:

○ Give customers an appropriate amount of information to maintain feelings of safety and trust○ Avoid engaging in more conversations that absolutely necessary ○ Privately contact customers affected

■ Provide incentive(s) for them to remain loyal to the company■ Apologize for any inconvenience or harm

Critical Response Plan Cont.Scenario 2Employee posts inappropriate commentary on social media using the Starbucks handle

● Action Steps:○ Take screenshot○ Urge employee to remove all posts○ Alert Stephanie Marx (social media director). If Stephanie is unavailable, alert KC Procter (social

media strategist)○ Assess the damages (Has the media picked up on it? Who is talking about it? etc.)○ Determine if a response is necessary○ Determine if the employee responsible deserves disciplinary action

● Pre-Approved Messaging:○ Only address it if it poses a threat to the company○ Retaliate with positive messaging that contradicts the negative claim○ Ensure followers that you are addressing the issue internally○ Tone:

■ Professional■ Courteous ■ Responsive

Measurement & Reporting Results (on quarterly basis)

Quantitative

● Follower Growth:

○ Twitter: 8%

○ Instagram: 5%

○ Facebook: 2%

○ LinkedIn: 1%

● Engagement:

○ Optimal posting time: end of workday/

dinner time

● Conversions:

○ No notable change in conversion rates

Qualitative

● Nature of interactions

○ Enthusiastic

○ Widespread

○ Curious

● Interval Report

○ Engagement (likes, comments, shares/

reposts) increased on Twitter and

Instagram

○ Facebook and LinkedIn engagement

levels remained consistent