Starbucks

September 27,2016Ashlee Benson

Table of Contents

Executive Summary Social Media Audit Social Media Objectives Online Brand Persona & Voice Strategies & Tools

Timing & Key Dates Social Media Roles &

Responsibilities Social Media Policy Critical Response Plan Measurement & Reporting

Results

Executive Summary We inspire and nurture the human spirit – One person, one cup, one

neighborhood at a time. In the 2016 calendar year, social media is more prominent in our daily lives than ever before. It’s a mighty force that deserves to be learned, respected and utilized. Our social media goals will be to capitalize on this growing industry to captivate a larger audience and to grow our business by growing our presence online.

Three major strategies to achieve our goals: Increase the number of followers Increase the amount of content Increase the amount of revenue

Social Media Audit

Social Network URL Follower Count Average Weekly Activity

Average Engagement

RateTwitter Twitter.com/Starbucks 11.7M 56 tweets 44718 (likes/tweets per

week)

Facebook Facebook.com/Starbucks 36M 8 posts 33000 (likes/comments per week)

Instagram Instagram.com/Starbucks 11.5M 7 posts 1.9M (likes/comments per week)

Snapchat Snapchat.com/Starbucks 2M 3 posts 13000 (likes per week)

Social Media Assessment: The highest volume of weekly engagement occurs through Instagram with likes and comments. There are high interactions through all sites, but focus should be placed on snapchat as it is the newest site and holds a lot of potential to help maximize business growth.

The following is an audit of Starbucks social media presence as of October 1, 2016. The assessment includes four of our top social media networks, web traffic, audience demographics and competitor analysis.

Website Traffic Sources AssessmentSource Volume % of overall

trafficConversion

RateTwitter 2500 unique visits 4.5% 3%

Facebook 5200 unique visits 16.8% 2.4%

Instagram 3650 unique visits 8% 1.6%

Snapchat 700 unique visits 2% 4.4%

Timeframe: Monthly average, Sept 2016 to Oct 2016

Traffic Summary: At the present time, Facebook drives the most traffic to Starbucks website.

Audience Demographics Assessment

Age Distributio

n

Gender Distributio

n

Primary Social

Network

Secondary Social

Network

Primary Need

Secondary Need

35% 18-3045% 31-554% 56-80

58% Female42% Male

52% Facebook33% Instagram

10% Twitter5% Snapchat

80% Instagram12% Facebook

8% Twitter

Weekly specials,

holiday/new release drinks

Starbucks community outreach,

events, job opportunities

Results taken from survey distributed in June/July via email and through customer registration. Total applicant responses: 2000

Audience Demographics Summary:The majority of our demographic is age groups 31-55 and Facebook and Instagram are their primary social media sites. Job opportunity is a primary need for age groups 18-30, but secondary for the other age groups. With the upcoming Thanksgiving and Christmas holidays, age groups are seeking information on holiday drinks and specials.

Competitor AssessmentCompetitor

NameSocial Media

ProfileStrengths Weaknesses

Caribou Coffee Facebook.com/cariboucoffee

Large number of followers, creative posts with high engagement

Lack of responses

Dunkin Donuts Instagram.com/dunkindonuts

# promotions and weekly deals- interactive

postings

Limited postings- less than 5 a week

Costa Coffee Twitter.com/costacoffee Growing number of followers- engagement

encourgaged

Weak presence- limited customer engagement

Competitor Assessment Summary:The competitor analysis focused on three major coffee chains with a strong social media presence on Facebook, Twitter and Instagram. Unique, creative content and weekly specials drive the main activity from consumers on these sites. Active and continuous involvement on the sites remain the greatest areas with room to improve.

Social Media Objectives In 2016, our primary goals will be to increase activity on social media

sites to further engage our customers We will use our strengths as an innovative, creative and revolutionary company to create content that is engaging and inspiring and helps relationship development with our customers.

Specific objectives include: Increase visitor activity by 25% in Quarter one 2017 by:

Increasing Snapchat followers/engagement by increasing # of weekly posts Increase Facebook engagement by 15%

KPIs1. Number of unique visitors from Facebook, Twitter and Snapchat2. Number of Instagram followers3. Number of weekly photo and video posts4. Sentiment Analysis

Key Messageso Inspire and nurture the human spirito Moments of Connection

Online Brand Persona and VoiceAdjectives that describe our

brand: Innovative Trendsetting Clever Creative

When interacting with customers we are: Welcoming Personable Knowledgeable

Strategies and Tools Paid: Create focus on use of #momentsofconnection by encouraging customers to use the hashtag

while posting photos which display positive interactions with family and friends or others in their community. Use of the hashtag will be promoted on Facebook, Twitter and Instagram.

Owned: After careful review of the weeks hashtag posts, the five most popular will be chosen and featured on the following week.

Earned: Each day of the following week, we will feature one of the most liked photos.

Approved:HootsuiteBuffer

Rejected:N/A

Existing Subscriptions/Licenses:PhotoshopYouTubeCanva

Timing and Key Dates Holiday Dates

Rosh Hashana Halloween Thanksgiving Christmas New Years

Internal Events May 5th-6th: Community outreach event August 23-24th: Employee Appreciation Nov 1st: Food Drive

Reporting Dates Once a quarter in April, August and December

Social Media Roles and Responsibilities Marketing Director: Ashlee Benson Social Media Manager: Cammie Collins Social Media Coordinator: Courtney Mustachi Supporting Social Media Team Members

Kate Bosch (Social Ads Support) Becca Ford (Customer Support – Social Media)

Social Media Policy Moments of connection – that’s our promise. And

we bring that promise to life everyday in unique and special ways. The guidelines are to help you do the right thing when connecting in social media. Lets celebrate and share in social media what it means to be a partner– with each other, our customers and the world – in only ways partners can.

Social Media Policy “Do’s” Share your passion. We’re called partners, because this isn’t just a job, it’s our passion. So go ahead and

share it! Work comes first. Don’t let social media get in the way of you – or your fellow partners – doing your job and

what’s expected of you. Make it yours. Be open about that fact that you’re a partner and not an official company spokesperson. Use

statements in your account profile or posts like: “I’m a Starbucks partner and these are my person opinions…” Truth be told. Your voice can be powerful, so don’t spread false information, rumors or misleading claims

about Starbucks, our products and services, or other parties. Get the facts to always be honest and accurate. The world is getting smaller. What you say can be seen by customers and partners all over the world. And

what you say might actually be wrong or offensive someplace else. Take the high road. Show respect for others’ opinions, even when you might not agree. And no trolling,

bullying or flaming – there’s no winner in that game. The internet doesn’t have a “delete” key. Anything you share on the internet can take on a life of its own

and be hard to remove once it’s out there, so please think before you share something. Be safe. Understand the privacy settings associate with your social media accounts. For example, Facebook

provides resources to help you fine tune the privacy of what you share. We can work it out. Complaints or concerns about Starbucks are best resolved by speaking directly with

someone, rather than distributed on social media. Whoops! If you mess up, be quick to correct it and clear about what you did to fix it.

Social Media Policy “Don’ts” Don’t use other people’s stuff. Just because something is online doesn’t mean it’s OK to copy it (like

an image, statement or anything else that’s specifically protected by copyright laws) Don’t give out personal info about customers or other partners. Don’t distribute of share future promotional activities, trade secrets, internal reports,

policies, procedures or other private an confidential info. Don’t bully others using malicious, obscene, threatening or intimidating actions; don’t use

discriminatory remarks, threats of violence or unlawful conducts, content meant to harm someone’s reputation or anything that could create a hostile work environment on the basis of race, sex, sexual orientation, disability, religion or any other status protected by law or Starbucks policies.

Don’t create social media accounts using Starbucks brand to communicate with customers on behalf of the company. Accounts intended to communicate with our customers requires permission from our Global Marketing team.

Don’t register a personal social media account using a Starbucks-issued email address.

Critical Response PlanScenario 1- Inappropriate photos posted with hashtag: #momentsofconnection1. When photo is discovered:

• Record via screenshot• Delete Post• Alert Cammie Collins (Social Media Manager) for follow-up and evaluation for need of further action

Scenario 2- Complaint by customer via social media regarding slip and fall in Starbucks store2. Store manager interview of injured customer where pertinent information is gathered.3. Crew member addresses problem which caused accident, ie, clean floor, remove obstacle, etc…4. Alert Ashlee Benson (Marketing Director) of incident details

1. Search social media for posting and comments, and respond in a positive manner via new post and also responses to individuals who commented until matter is resolved.

Measurement and Reporting Results Quantitative KPIs

Reporting Period: 3 months Data as of October 1, 2016

Website Traffic Sources Assessment Monthly average, June 2016 to August 2016

Sources Volume % of Overall Traffic

Conversion Rate

Twitter 900 unique visits +10% growth

10% 2.1%

Facebook 1300 unique visits + 12% growth

25% 1.5%

Instagram 650 unique visits + 7% growth

8% .03%

Social Network Data: Data as of: October 1, 2016

Social Network URL Follower Count Average Weekly Activity

Average Engagement

RateTwitter Twitter.com/Starbucks 11.7M

+16% growth56 tweets

+10% increase55214 (likes/tweets per

week)

Facebook Facebook.com/Starbucks 36M +22% growth

8 posts+110% increase

45000 (likes/comments per week)

Instagram Instagram.com/Starbucks 11.5M +11% growth

7 posts+97% increase

2.2M (likes/comments per week)

Snapchat Snapchat.com/Starbucks 2M+8% growth

3 posts+100% increase

23000 (likes per week)

#momentsofconnection Hashtag Performance• Between June 1, 2016 and October 1, 2016 the hashtag was mentioned 2500 times on twitter, 4000 times

on Facebook and 3300 times on Instagram.

Qualitative KPIsSentiment AnalysisAn analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:

• A great amount of positivity from customer visits. Shout-outs, photos, re-tweets and stories of their experiences within the Starbucks community.

Proposed Action Items• Continue #momentsofconnection Campaign