Project 1- PUR3622

1. Starbucks Social
Media Strategy
By: Alexandra Rodríguez
October 2nd, 2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessmnet
2. Customer Demographics Assessment
3. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and
Responsibilities
8. Social Media Policy
9. Measurement and Reporting Results

3. Executive Summary
Our major social media goal is to gain more
followers and increase the engagement in
our pages.
The focus of social media will be to create
more content marketing and communicating
more with our followers.
Strategies:
• Create contnet that appeals and to our target
demographic
• Drive more conversations through our pages

4. Social Media Audit
The following is an audit of Starbuck's
social media presence to date ( October
2016). It includes an assessment of all social
networks, web traffic, audience
demographics, and a competitor analysis.

5. Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engagement
rate
Twitter https://twitter.com/S
tarbucks?lang=en 11.8 m 20 posts/week 30%
Facebook https://www.facebo
ok.com/Starbucks/?
fref=ts
36.4 M 8 posts/week 21%
Instagram https://www.instagr
am.com/starbucks/
?hl=en
11.5 M 10 posts/week 35%
Linked in https://www.linkedin
.com/company-
beta/2271?pathWild
card=2271
726,115 3 posts/ week 5%
Data as October 2, 2016
Social Media
Assessment

6. At the present time,
the highest number of
interactions per posts
occurs on Instagram.
While there’s a lack of
interaction in
LinkedIn. Increasing
activity on LinkedIn
and Facebook is
recommended.
Social Media Assessment

7. Website Traffic Sources Assessment
Data as October 2, 2016
Source Volume % of Overall
Traffic
Conversion
Rate
Twitter
20,000 unique visits
visits 30% 5%
Facebook
35,000 unique visits
visits 41% 20%
Instagram
45,000 unique visits
visits 58% 12%
Linkedin 1,000 unique visits 5% 1%
At the present time, Instagram is the biggest driver
of traffic to our website. The conversion rate lags
slightly behind Instagram at 12% and 20%
respectively.

8. Audience Demographic Assessment
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
50%
18-30
52% female
female
48% male
Instagram Twitter
Coffee
needs
before
class/work
Coffee as a
habit
35%
31-40
Facebook Instagram
10%
41-60
Facebook Twitter
5%
61-80
Facebook Twitter
A majority of Starbucks audience (50%) are from
people from ages 18-30. Since Twitter is one of
their main social networks, we should work on
increasing more engagement and posts in it.

9. Audience Demographic Assessment
18-30
31-40

10. Competitor Assessment
Competitor Social Media
Profile
Strengths Weaknesses
Dunkin Donuts Instagram: Dunkin
Donuts
Have more video
posts compared to
Starbucks’ account.
Posts are
aesthetically
pleasing.
Less followers than
Starbucks and posts
are not consistently
branded as Dunkin
Donuts.
Mc Donald’s Mc
Cafe
Twitter: McCafe Account is trendy
and all their tweets
have
graphics/images.
Have less followers
than Starbucks, and
posts are not as
aesthetically
pleasing.
Dunkin Donuts is more of a threat that McCafé,
Starbucks can have more video content.

11. Social Media Objectives
In 2016, the primary goal is to increase the
engagement in our pages.
Specific goals:
• Increase the number of comments, posts, and likes by
15% by October 2017 on Facebook and Twitter
• Engage more with followers
• Increase the number of followers on LinkedIn by 25%
by October 2017

12. Social Media Objectives
Key message
• To inspire and nurture the
human spirit through the
product
• Selling quality coffee
KPIs
• Number of unique visitors
from all pages
• Number of followers in
Instagram
• Number of posts on
Instagram and Facebook
• Sentiment Analysis

13. Online Brand Persona and Voice
Adjectives that describe
our Brand
Bold
Fun
Green
Trendy
When interacting with
followers we are:
Reliable
Charismatic
Friendly

14. Paid
• Every Saturday boost most popular posts, posts must
have a minimum of 70 likes
Owned
• Encourage the adoption of #StarbucksDate by
customers and source a minimum of 1 user-generates
post to regram.
• Promote hashtag in all other social medias
Earned
• Tweet a minimum of 5 people daily who have shared or
comment on Twitter post.
• Post minimum of 5 posts per week on LinkedIn
Strategies and Tools
Strategies

15. Strategies and Tools
Approved
Tools
• Hootsuite
• Buffer
• TweetDeck
Rejected Tools
• N/A
Tools
Existing
Subscriptions/Licenses
• Photoshop
• Vimeo
• Youtube

16. Timing and Key Dates
Holiday Dates
• Valentines Day
• St. Patrick's Day
• Easter
• Earth Day
• Four of July
• Halloween
• Thanksgiving Day
• (Holiday Season Nov-Jan)
• Reporting Dates
• Reporting will occur once
a quarter in February,
May, August and
November. Precise dates
TBA.
Internal Events
• September 25th-Pumpkin
Spice Announced
• November 1st-Peppermint
Mocha Announced
• November 13-Little Big
Show
• March 17-Hot Java Cool
Jazz

17. Social Media Roles and Responsibilities
Marketing
Director:
Sarah Adams
Social Media
Manager:
John Gomez
Social Media
Coordinator:
Isabella
McAdams
Supporting
Social Media
Team
Members:
Chance Buyer
(social ads
support)
Supporting
Social Media
Team
Members:
Jessica Goldman
(customer support)

18. 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 you are expected to demonstrate best practices and
a sense of etiquette in your use of social by following some
simple guidelines:
• Use common sense
• Be respectful
• Be polite
• Avoid being rude and insensitive
• Help customers and make them feel appreciated
• Don’t belittle or criticize our competitors
• When in doubt, ask your supervisors

19. Critical Response Plan
Scenario 1- Inappropriate Tweet from @Starbucks
• Action Plan:
• When Tweet is detected
• Take Screenshot, and log in all the details of such tweet
• Delete Tweet
• Alert John Gomes ( Social Media Manager)
• John and Sarah must meet to discuss the impact of such event,
and come up with appropriate follow up tweet
• Sarah must notify the risk management director as well as the PR
consultant, they will execute a risk management plan in case the
media pick it up
• Sarah and John will meet with employee responsible and held
them to see if disciplinary action is required
• No pre-approved messaging in this scenario. Message
will depend on the situation.

20. Scenario 2- Backlash from Facebook post/ Twitter
post
• Action Plan:
• John must notify Sarah and discuss the situation
• Sarah must meet with PR consultant, they will come up with
an action plan
• If the situation gets discussed by the media, Sarah will be in
charge of all communications.
• John and Isabella will come up with a statement to release.
Sarah need to approve it.
• After releasing statement, social media team will meet to
discuss how to avoid situations like this from happening
again.
• Pre-approved messages:
• Twitter-“We’re deeply sorry if our tweet offended anyone.
We at Starbucks cares about our customers, and we’re
handling the situation.”
• Facebook- “We apologize if our post offended anyone.
Starbucks cares about its customers. We’re doing evaluating
Critical Response Plan

21. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 3 months
Data as January 2017.
Website Traffic Sources Assessment
Timeframe: Monthly average, October 2016 to January 2017
Source Volume % of overall
traffic
Conversation
Rate
Twitter
23,000 unique visits
+15% growth
35% 5%
Facebook
38,500 unique visits
+10% growth
45% 20%
Instagram
47,250 unique visits
+5% growth
58% 12%
Linkedin
1,100 unique visits
+10% growth
10% 1%

22. Measurement and Reporting Results
Social Network Data
Timeframe: As of January 1, 2015.
Social
Network
Url
Follower
Count
Avg. Weekly
Activity
Engagement
Rate
Twitter
https://twitter.com
arbucks?lang=en
13 m
11% growth
30 posts/week
+10 % increase
35%
Facebook
https://www.faceb
k.com/Starbucks/?f
ef=ts
38.22 M
5% growth
10 posts/week
+2.5% increase
25%
Instagram
https://www.insta
m.com/starbucks/?
l=en
15 M
30% growth
20 posts/week
+50% increase
40%
Linked in
https://www.linke
com/company-
beta/2271?pathWild
card=2271
943,949.5
30% growth
15 posts/ week
+500% increase
10%

23. Measurement and Reporting Results
Social Network Data Findings
• By increasing the amount of posts in our LinkedIn
account by 500%, it let us to a 30% growth on our
followers, we have surpassed out goal of 25% growth.
• Our Instagram account also had a 30% growth on
followers, this could be due to the regrams with
#starbucksdate.
• Facebook had the least amount of growth, we might
need to reconsider what we have done so far, and come
up with better tactics that could lead to a faster growth
in the page.

24. Measurement and Reporting Results
#StarbucksDate Hashtag performance
• Between October 1, 2016 to January 1, 2017 the hashtag
was used 12,000 times on Twitter and 3,456 on
Instagram.
• 45 Instagram posts published led to a significant
growth on our engagement in the page.
Qualitative KPIs
Sentiment Analysis
• An analysis of the interactions on 100 Facebook posts,
100 Instagram posts and 100 Tweets revealed the
following:
• An abundance of positive sentiment from
customers following their visit. Including shout
outs/mentions, sharing photos and stories of their
experience, and expression on how much they love
our products.
• The biggest driver of negative sentiment is related

25. Measurement and Reporting Results
Proposed Action Items
• Continue #StarbucksDate Campaign
• Keep posting 15 times a week on LinkedIn or more, to
maintain/increase the number of followers.
• Prepare an action plan to increase our follower count on
Facebook.

26. Thank you!