SEPTEMBER 30TH, 2016JAMESHA GILLIAM

TABLE OF CONTENTS• Executive Summary, November 2014• Social Media Audit

Social Media AssessmentTraffic Sources AssessmentCustomer Demographics

AssessmentCompetitor Assessment

• Social Media Objectives

• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• 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 to increase our customer interaction on all social media.

• The primary focus will be to build connection with our consumers through regular engagement and two-way conversation with our audience.

Two major social strategies will support this objective: • Assigning specific roles for customer online engagement• Creating an agenda for an effective way to respond to customers through

all social media networking.

SOCIAL MEDIA AUDIT – SOCIAL MEDIA ASSESSMENT

Social Network

URL Follower Count

Average Weekly Activity

Avg. engegament rate -# of interactions/ reach

Facebook https://www.facebook.com/Starbucks/?hc_ref=SEARCH&fref=nf

36,456,447 10 post per week

10%

Twitter https://twitter.com/Starbucks

11.7 million 65 per week 15%

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

11.6 million 9 posts per week

2,236

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

726,361 24 post per month

0%

SOCIAL MEDIA ASSESSMENT

• At present time, the highest number of interactions per post occurs on Twitter (engagement rate cannot be calculated at present time.) Our follower base is very successful.

SOCIAL MEDIA AUDIT – WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume % of overall traffic

Conversion rate

Facebook 10,000 25% 2.9%

Twitter 20,000 22% 1.8%

Instagram 10,000 20% 1.6%

LinkedIn 5,000 10% 1%

• At present time, Facebook is the biggest driver of traffic to our website.

SOCIAL MEDIA AUDIT – AUDIENCE DEMOGRAPHICS ASSESSMENT

Age Distribution

Gender distribution

Primary social network

Secondary social network

Primary need

Secondary need

35% 18 - 30 45% 31 - 40 10% 41 - 55 10% 56 - 80

45% Female 55% Male

55% Female 45% Male 50% Twitter 30% Facebook15% Instagram

40% Instagram 20% Facebook 20% Twitter

Getting coffee before work

Getting coffee for meeting and with friends

SOCIAL MEDIA AUDIT – AUDIENCE DEMOGRAPHICS ASSESSMENT

A majority of survey respondents are in the 41 - 50 age group. Facebook and Twitter are their core social networks. Coffee before work are primary reasons for visiting. Energies should be dedicated to further develop more engagement on all social networks.

SOCIAL MEDIA AUDIT – COMPETITOR ASSESSMENT

Competitor name Social Media Profile

Strengths Weaknesses

Dunkin Donuts Twitter: @dunkindonuts

Lots of customer engagement

Very little promotional posts

• Overall, we should try to increase customer engagement to surpass our competitor.

SOCIAL MEDIA OBJECTIVES• SOCIAL MEDIA OBJECTIVES • In 2016, the primary focus of our social media strategy will be to increase

customer engagement on all social media profiles.. In order to do so, our social media priorities will be growing our social media team and sharing more engaging, relevant content and building deeper relationships with our customers.

Some specific objectives include: • Increase customer interactions by 20% in 6 months via:

a. Increased social media tem membersb. Increased use of social media monitor tools for all social networks available

SOCIAL MEDIA OBJECTIVES

KPI’s • Number of interactions on all

social networks• Number of weekly photo and

video posts to Facebook and Twitter

Key Messages • Your Starbucks experience• Starbucks and a friend

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe our brand: • Fun • Personal • Excited

When interacting with customers we are: • Friendly • Helpful• Apologetic

STRATEGIES AND TOOLSPaid: Every Monday boost most popular organic Facebook AND Twitter posts for the weekend. Owned: Schedule posts explaining that customers can reach customer service through social media profilesEarned: Monitor all social media profiles individually to increase customer interactionApproved Tools:• Hootsuite• Buffer

TIMING AND KEY DATES

Important times: • First days of school• First day after winter break• Daylight savings time• Spring Forward• ChristmastimePrecise dates TBA.

Reporting dates:

• Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

• Marketing Director – Jamesha Gilliam

• Social Media Manager – Haley Lehmann

• Social Media Coordinator – Lauren Gantt

Supporting Social Media Team Members • Nicole Franco (social ads support) • Jillie Pank (customer support -

social media)

SOCIAL MEDIA POLICY• SOCIAL MEDIA POLICY • Social media is a deeply ingrained in our day to day lives. We use it to spread company

messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Starbucks Coffee you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines:

• Starbucks Coffee is serious about the appropriate use of social media by our employees. Violation of the Starbucks Coffee social policy may result in corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or anyone on the HR team.

CRITICAL RESPONSE EPLAN• CRITICAL RESPONSE PLAN • Scenario 1 - Inappropriate Tweet Sent from @starbuckscoffee • Action Plan • When Tweet is detected: Take screenshot • Alert Social Media Manager, then marketing director• Impact and reach to be discussed • Follow up tweet dispersed• If media has picked up the Tweet, social media team to manage all

direct contact

MEASUREMENT AND REPORTING• Engagement on all social media networks

increased on all networks by at least 11%• We will continue to monitor all customer

engagement and keep the expanded social media team