The Social Media Goals for 2016

1. STARBUCKS
S
SOCIAL MEDIA STRATEGY
February 21, 2016
Abby Wilsey

2. TABLE OF CONTENTS
• Executive Summary
• 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

3. EXECUTIVE SUMMARY
The main goal for 2016 is to gain a wider following on social media
accounts among millenials.
The focus of social media will be to grow relationships with millennial
followers through posting engaging content and communicating with
followers with the social media accounts.
Strategies:
• Post content that appeals and engages our target demographic.
• Communicate and offer customer service to followers.

4. AUDIT: SOCIAL MEDIA ASSESSMENT
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Interactions/Reach
Facebook https://www.facebo
ok.com/Starbucks/
36,133,019 3-4 posts/week 5.1%
Twitter https://twitter.com/
Starbucks
11,600,000 5 posts/week 3.1 %
Instagram https://www.instagr
am.com/starbucks/
7,700,000 7 posts/week 6.7 %
Currently, Starbucks is most active on Instagram while having the most followers on other sites, so increasing activit
Twitter and Facebook is recommended.

5. AUDIT: WEBSITE
Site Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 300,000 7% 3.2%
Twitter 450,000 10% 5%
Instagram 750,000 24% 10%
Timeframe: Monthly Average
Currently, Instagram drives the most traffic out of all social networks, with the highest
conversion rate as well.

6. AUDIT: AUDIENCE DEMOGRAPHICS
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70% 18-30 81% Female,
19% Male
Instagram Twitter Coffee
before
work/class
Coffee to
look good in
social media
picture
10% 31-40 70% Female
30% Male
Facebook Instagram Coffee
Before Work
Coffee as a
daily habit
10% 41-55 90% Female
10% Male
Twitter Facebook Coffee
Before Work
Coffee as a
daily habit
10% 56-80 100%
Female
Facebook Twitter Coffee as a
daily habit
Coffee After
Dinner
Most of Starbucks audience comes from the millennial age group and the gender is mostly female.

7. AUDIT: COMPETITOR ASSESSMENT
Competitor Name Social Media
Profile
Strengths Weaknesses
Dunkin Donuts Instagram: Dunkin
Donuts
Posts more often,
More video posts
Posts don’t vary
much
Caribou Coffee Twitter:
Caribou_Coffee
Emphasizes
products. Posts
are more candid
Posts aren't as
high quality
Not very many
followers
Dunkin Donuts is more of a threat, Starbucks should post more frequently and post more media.

8. SOCIAL MEDIA OBJECTIVES
• The social media objective for 2016 is grow relationships with millennial
followers through posting engaging content and communicating with
followers with the social media accounts.
• Specific Objectives:
1. Increase millennial followers on all social media accounts (Instagram, Twitter, Facebook)
by 25% by January 2017
2. Grow comments/likes/shares on posts by 15% by January 2017
-Reply to comments, and comment on shared posts engaging follower in
conversation
3. Increase visual/video content posted on Facebook and Twitter by 30% by April 2016

9. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe the brand:
• Quirky
• Green
• Trendy
• Outdoorsy
When interacting with followers we are:
• Charismatic
• Helpful
• Excited
• Friendly

10. STRATEGIES AND TOOLS
Strategies:
• Post video on Facebook of someone
enjoying their Starbucks in a outdoor
location every Saturday
• Once every three days, post
Instagram with hashtag #mystarbucks
and encourage others to share their
drink.
• Tweet 3 people daily who have shared
or commented on Twitter post.
Tools:
• Hootsuite
• Buffer

11. TIMING AND KEY DATES
Holiday Dates:
• Valentines Day
• Saint Patricks
Day
• Easter
• Earth Day
• July 4th
• Holiday Season
Nov.-Jan.
Internal Events:
• Boys and Girls Club Fundraiser (March 5th)
• Earth Day Fundraiser (April 22nd)
Reporting Dates:
• February, May, August and November. (Exact dates TBA)

12. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Marketing Director of Operations: Diego Aguilar
• Manager of Social Media Strategy: Ashlee Langholz
• Digital Engagement: Ryan Turner
• Global Social Media: Stephanie Marx

13. SOCIAL MEDIA POLICY
Social Media plays a big role at Starbucks, especially when it comes to interacting with
customers and developing relationships. It is the company’s goal to post content that allows
customers to engage with us and feel a personal connection with the brand. A few key rules
help us achieve that goal:
• Respond to complaint comments within 24 hrs. and offer a solution
• Reply to at least 10 positive comments a day reaffirming the positive feeling
• Don’t bad mouth competitors
• Always have positive message in posts and comments
• Ask a coworker to read over posts before you send it out

14. CRITICAL RESPONSE PLAN
FOLLOW IF INAPPROPRIATE POST IS DETECTED:
1. Screen shot the post and save a link to the post for reference
2. See Ashlee or Diego before you take any action
3. Talk with them about what should be done
4. Take any action suggested by Ashlee and Diego
5. In the event that journalists saw the tweet, talk to head of public
relations (Matt Wilson) or his team to see how we can mitigate damage
6. Save the screenshot into a file so Ashlee and Diego can use it as an
example of what not to do in the future and employees can reference it

15. MEASUREMENT AND REPORTING RESULTS:
WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 450,000 12% 5%
Twitter 590,000 20% 12%
Instagram 870,000 30% 19%
Reporting Period: 3 months

16. MEASUREMENT AND REPORTING
RESULTS: SOCIAL NETWORK DATA
Social Network URL Follower Count Avg. Weekly
Activity
Engagement Rate
Facebook https://www.faceb
ook.com/Starbuck
s/
40,133,019 10 posts/week 10.1%
Twitter https://twitter.co
m/Starbucks
17,600,000 15 posts/week 7.1 %
Instagram https://www.insta
gram.com/starbuc
ks/
11,700,000 15 posts/week 9.7 %