This document provides an overview of Starbucks' social media presence and strategy. It analyzes Starbucks' engagement on platforms like Facebook, Twitter, YouTube, and through proprietary channels. It compares Starbucks' performance to competitors like Caribou Coffee and Dunkin Donuts. The document observes Starbucks' search engine optimization and provides suggestions for Starbucks to improve their international involvement, product selection, promotion strategies, and reduce seasonal fluctuations and market saturation. It recommends Starbucks reduce their "snobby" image and better incorporate social media into their store experiences.

1. Tori Pierce | Alex Maeland | Casey Williamon | Taylor Middleton | Michael Fadler | Zach Briody

2. Brand Overview: Creating a Connection
• Established in 1971
• Howard Schultz joins in 1982
Motto:
• “Our Customers: When we are fully engaged, we connect with, laugh with, and uplift the lives of
our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made
beverage, but our work goes far beyond that. It’s really about human connection.”
• Brick & Mortar Brand loyalty firmly
established
• A relational environment that cultivates
memorable experiences for customers
while they are in and around the Starbucks
brand

3. Brand Overview: Building the Digital Environment
• Starbucks wanted to extend the experience to their customer through Online
channels and Social Media channels, a natural next step in their relational and
communal evolution as a brand.

4. Group Project Overview: The Social Media Audit
• The overall outline of the project:
1. To evaluate each individual Social Media Channel that Starbuck’s currently
employed
• What channels does Starbuck’s utilize?
• What unique ways does each individual channel allow Starbuck’s to engage
its audience?
2. To evaluate and understand Starbucks’ global/overall goals for its involvement in
Social Media by asking the following questions:
• What are they aiming to accomplish for their brand?
• What does their social media involvement bring to their brand that they could
not accomplish otherwise? (Or through traditional marketing)
3. Compare & Contrast:
• For the sake of understanding how well or how poorly Starbucks is performing
in the Social Media sphere, comparing how their performance rests alongside
that of other similarly involved brands
• Caribou Coffee
• Dunkin Donuts
4. Observe and Report:
1. Observations on the brand’s overall social media strategy and search engine
optimization success.
5. Recommendations
• Based on our observations, suggesting a few of our opinions about what the
brand could do to improve its overall social media involvement

5. 1. Starbucks’ Third-Party Social Media Channels
(As of 10/31/11)
CASEY ALEX
Fan Likes: 25,869,718 Followers: 120,509
“Talking About This”: 157,486 Likes: #Starbucks: Avg. 625/photo
“We’re Here”: 3,357,771 60,209 photos
MICHAEL
Followers: 1,788,898 TORI
Listed: 21,443 Channel Views: 620,105
Total Upload Views: 7,120,831
Subscribers: 11,675
ZACH
Followers: 285,622
Locations: 17,009
Check-Ins: 146,665
Deal: Mayor Deals

6. 1. Proprietary Social Media Channels
(As of 10/31/11)

7. 2. Starbucks’ Wheel & Spoke Visualized

8. 3. Starbucks v. Caribou
Starbucks Caribou
FACEBOOK: FACEBOOK:
Fan Likes: 25,869,718 Fan Likes: 252,035
“Talking About This”: 157,486 “Talking About This”: 4,421
“We’re Here”: 3,357,771 “We’re Here”: N/A
Stores: 17,009 stores in 55 countries Stores: 541 company-owned coffeehouses
in 16 states and the District of Columbia
TWITTER: TWITTER:
Followers: 1,788,898 Followers: 20,599
Listed: 21,443 Listed: 840

9. 3. Starbucks v. Dunkin Donuts
Starbucks Dunkin Donuts
FACEBOOK: FACEBOOK:
Fan Likes: 25,869,718 Fan Likes: 4,907,177
“Talking About This”: 157,486 “Talking About This”: 50,833
“We’re Here”: 3,357,771 “We’re Here”: 9,581
Stores: 17,009 stores in 55 countries Stores: 9,760 stores in 30 countries.
TWITTER: TWITTER:
Followers: 1,788,898 Followers: 109,654
Listed: 21,443 Listed: 3,229

10. 4. The Optimization of SEO
Keywords Websites containing Monthly searches of
this Keyword this keyword
“starbucks” 106,000,000 1,830,000
“starbucks lovers” 47,300,000 36
“starbucks coffee” 15,700,000 40,500
“starbucks fans” 37,000,000 22
“starbucks giftcard” 3,870,000 480
“I love starbucks” 76,500,000 320
“coffee” 862,000,000 301,000

11. 4. Other Search Engine Analytics

12. 5. Suggestions for Starbucks
•Improve International Involvement and Relations
-reduce ethnocentrism
-become more culture sensitive
-Improve relations with coffee growers
•Reduce the Lack of Selection of for Consumers
-Their entire business rests on the coffee industry, If they invest elsewhere and
expand their product line outside of coffee they decrease their potential of
becoming “irrelevant” if coffee ever becomes a fad.
•Improved Promotion Strategies
- Ex) Caribou Coffee Coupon Incident
•Incorporate Social Media Into Their Stores
-Ex) Starbucks New York Store social media display
•Reduce Seasonal Fluctuation
-Starbucks profits are the highest in the 1st quarter (August-December) because
of their seasonal push and offering limited time only Holiday beverages.

13. 5. Suggestions for Starbucks Continued
• Reduce Market Saturation
• Reduce Snobby Image
Rather than advertising “Luxury” Coffee, they should advertise premium
coffee and let the consumer know what is going into their cup of coffee
hence why consumers are paying more.

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15. Appendix
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