starbucks social media strategy project

Table of Contents:1.) Executive Summary (February 2016)2.) Social Media Audit a.) Social Media Assessment b.) Website Assessment c.) Customer Demographics Assessment d.) Competitor Assessment3.) Social Media Objectives 4.) Online Brand Persona and Voice5.) Strategies and Tools6.) Timing and Key Dates7.) Social Media Roles and Responsibilities8.) Social Media Policy9.) Critical Response Plan10.) Measurement and Reporting Results

Executive Summary

• For the year of 2016, our social media goals will be to increase our online following of loyal consumers and potential consumers.• The focus will be to drive revenue goals by creating more traffic on our social

media sites. We will use more engaging and relevant content designed to capture consumer interest.

Two Major Social Strategies Will Support This Objective:1.) An organized plan to create unique, engaging content that will generate interest.2.) Encourage conversations and respond to consumers to build trust on social media sites to gain more followers.

Social Media Audit

• The following is a social media audit of Starbucks social media presence on various platforms as of February 21, 2016. The audit includes social media, website, customer demographic, and competitor assessments.

Social Media Audit: Social Media Assessment

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/Starbucks?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

11.6 million 12 posts per week 42%

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


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


LinkedIn https://www.linkedin.com/company/starbucks

661,794 3 posts per week 22%

Social media assessment: According to the presented data, the highest number of interactions per post occurs on Instagram. (Engagement rate can not be calculated at the present time.) The smallest average for interactions occurred on LinkedIn. More emphasis on improving the LinkedIn company page for Starbucks will improve engagement on the site. (Data as of February 21, 2016.)

Social Media Audit: Website TrafficAssessment

Source Volume Percentage of Overall Traffic

Twitter 15,000 unique visits 14%

Facebook 7,500 unique visits 8%

Instagram 16,000 unique visits 16%

LinkedIn 3,00 unique visits 7%

Website Traffic Assessment: At present time, Instagram and Twitter have the biggest followings. Facebook still has a fair amount of unique visits, while LinkedIn could use some improvement. (Time frame: Monthly average, January 20016 to February 2016.)

Social Media Audit: CustomerDemographic

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

50% 18-30

25% 31-40

15% 41-55

10% 56-80

75% Female

25% Male

50% Instagram

25% Twitter

25% Facebook

10% LinkedIn Caffeinated beverages, food, pastries, or other non-caffeinated drinks.

Friendly, relaxing atmosphere fit for studying or hanging out with friends.

Survey distributed in January/February 2016 via email and through visitor registration. Total applicant responses: 3,000.

Audience Demographics Summary: The majority of those who responded to the survey are part of the 18-30 age group. Most of Starbucks customers are female. The primary motivator for purchasing at any select locations is the food and beverages. Considering Instagram is the most successful, the social media campaign should be focused on further developing engagement and increasing the following on this platform.

Social Media Audit: Competitor Assessment Summary Competitor Name Social Media

ProfileStrengths Weaknesses

Dunkin’ Donuts Instagram Well edited, creative photos. Lot’s of followers.

Not nearly as many comments as likes, could use more audience interaction.

McDonald’s Twitter Celebrities in tweets and emphasis on breakfast all day. Lot’s of followers.

A fair amount of retweets and favorites, could use more.

Panera Facebook Interesting content, a good mix of relevant videos and photos.

Could use more followers. Posts need more likes and shares.

Competitor Assessment Summary

• The competitor analysis focused on three major competitors that also serve food. Each competitor had a select analysis on a particular social media site. The biggest strengths competitors displayed on these sites were interesting variety in content. All could use more engagement and user interactions.

Social Media Objectives:• In 2016, the main focus of our social media strategy goals will be to

increase our online following of loyal consumers and potential consumers.• The focus will be to drive revenue goals by creating more traffic on

our social media sites. We will use more engaging and relevant content designed to capture consumer interest.

Some Specific Objectives Include:1.) Increase Twitter following by 40% within the next six months.2.) Increase Instagram following by 50% within the next eight months.3.) Vary content in posts. (videos, GIFs, articles, not just photos)4.) Increase unique visits on Facebook and LinkedIn sites.(Use new hashtag, incorporate picture opportunities to increase engagement, followings, unique visits)KPIs1.) Number of Twitter and Instagram followers.2.) Number of unique visits on Facebook and LinkedIn.Key Messages:• A place where anyone is welcome to grab coffee, whether they are commuting to work or want a

relaxing place to hang with friends.• Innovative and new holiday-inspired delicious, trendy drinks.

Demographic Visuals

Online Brand Persona and Voice• Adjectives to describe our brand:o Trendyo InnovativeoUrbano Seasonal

• When interacting with customers we are:oHelpfuloUnderstandingo Encouragingo Solution-orientedoPolite

Examples: Seasonal

More Examples:Trendy

More Examples: Friendly

Strategies and Tools• Paid: Boosting Facebook and other sites to gain more followers and unique visits. Also pay for

talented photographers to maintain competitive, well-composed photos for all sites.• Owned: Introduce the hashtag #SpringWithStarbucks to promote new seasonal drinks just in time

for spring. Introduce new promotions for in store locations as well. Promote this hashtag on Twitter, Facebook, and Instagram especially. Promote hashtag on Snapchat as well.

• Earned: Partner with eco-friendly nonprofits to promote green efforts to associate with the company on social media. Develop GIFs, videos, or photos of customers trying the new spring drinks. Allow guests to tag their friends with their own spring special drinks by tweeting the hashtag with the photo to @Starbucks.

• Tools:• -Approved Tools: Hootsuite, buffer.• -Existing Subscription/ liscenses: Vimeo, all Adobe apps, all Microsoft apps.

Timing and Key Dates• Holiday Dates: o Valentine’s Dayo Fourth of Julyo Halloweeno Christmaso Hanukah • Internal Events:o TBA, any coffee or tea related holidays as well.• Reporting Dates:o Reporting will occur once every quarter in February, May, August, and November. Precise dates

TBA.

Social Media Roles and Responsibilities

• Marketing Director: Sally Smith• Social Media Manager: Drew Schmidt• Social Media Coordinator: Carol Cochran• Supporting Social Media Team Members: Jack Miller,

Kelsey Sharp, Cindy Smith, Sarah Brown

Social Media PolicyOur policy in regards to social media is simple. Be polite, listen, be respectful to consumers. Always try and find a solution when plausible. Maintain the integrity of the brand. Here are some guidelines:• Be respectful, put the customer first• Do not under any circumstances, use foul or disrespectful, aggressive language• Do not speak directly in any negative way about competitors• Always ask before you post if you are unsure

Starbucks seeks to uphold this policy in every post, picture, and Tweet. Violation of this policy may result in corrective action, and possible termination. The company also reserves the right to take any further action, as it sees fit. Any questions? Speak with higher management on the social media team.

Critical Response Plan• Scenario 1- Inappropriate Tweet or Post Sent1.) When Tweet is detected:o Take screenshot of Tweeto Delete Tweeto Alert social media manager (Drew Schmidt)2.) Discuss impact, reach and evaluate proper action to take with entire social media management team3.) Get approval from social media manager for appropriate follow up tweet4.) If media has picked up on the Tweet, the social media manager will manage all contact with the media5.) Employee responsible for the Tweet will be talked to. Further disciplinary action may occur

Measurement and Reporting• Quantitative KPIs• Reporting Period: 3 months• Website Traffic Sources Assessment• Timeframe: Monthly Average, February 2016 to April 2016

Source Volume Percentage of Overall Traffic

Facebook 3,000 unique visits+12percent growth

20%

LinkedIn 1,200 unique visits+7 percent growth

14%

Social Network DataSocial Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/Starbucks?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

14.8 million+55% growth

14 posts per week+8% growth

45%

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



35%

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



45%

LinkedIn https://www.linkedin.com/company/starbucks

1 million+30% growth

6 posts per week15% growth

25%

Social Network Data Continued• Follower counts, post activity, and average engagement rate have all

increased.• The Twitter following has increased over 40% (55% growth) to meet

one of the objectives.• The Instagram following also increased over 50% (60% growth) to meet

another objective.• Unique visual content, such as video and GIFs have been added to sites

to increase engagement and content variation.• Unique visits increased on LinkedIn (14% growth) and Facebook (20%

growth).

#SpringWithStarbucks Hashtag Performance• Between February 2016 and April 2016, the hashtag went viral. It was mentioned over

2 million times within a two month period. Users tagged themselves in thousands (around 500,000 photos) with their new spring Starbucks seasonal drinks.

• Partnership performance: with nonprofits increased engagement in comments by users of all sites by 20% collectively. Favorable attitudes were detected in comments, and Starbucks helped many green hashtags take off and start trending on Twitter.

• Proposed Action Items:• Continue #SpringWithStarbucks Campaign • Consider a go green campaign incorporating the Starbucks green tea to increase

awareness for nonprofit green causes on social media sites and promote a company beverage.

• Continue creating engaging content to increase following and interaction on LinkedIn.