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Starbucks Mock Social Media Strategy

  1. Social Media Strategy Table of Contents 1. Executive Summary 2. Social Media Audit 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. Critical Response Plan 10. Measurement and Reporting Results. Kimberly Miller October 2, 2016 Project 1: Starbucks
  2. Executive Summary Our social media priorities for 2016 will be improving customer interaction and growing our online following. We will focus on revenue growth and customer satisfaction by making our social media profiles known to more customers and increasing our interactions. Social Media Audit This is an audit of Starbucks Coffee’s social media presence to date. Social Media Assessment Social Network URL Follow Count Average Weekly Activity Average Engagement Rate Twitter s/ 11.8 Million 10–20 posts per week 12% Facebook Starbucks/ 36.4 Million 7–15 posts per week 10% Instagram /starbucks/ 11.6 Million 6–10 posts per week 7% LinkedIn ompany/starbucks 726K 4–7 posts per week 5% YouTube tarbucks 111K 3–7 posts per week 3% Pinterest starbucks/ 275K 1–2 pins per week 2%
  3. Social Media Assessment Currently, the highest number of interactions per post occurs on Twitter. Very little interaction happens on Pinterest and YouTube. Moving forward, we should increase interaction on these sites. Website Traffic Sources Assessment Timeframe: Monthly average, April 2016 to September 2016 Source Volume Percentage of Overall Traffic Conversion Rate Twitter 11000 unique visits 10% 8% Facebook 11000 unique visits 10% 7% Instagram 8000 unique visits 8% 3% LinkedIn 300 unique visits 5% 2% YouTube 300 unique visits 5% 3% Pinterest 500 unique visits 7% 3% Traffic Summary Currently, Twitter is the biggest driver of traffic to our website. The conversion rate is just barely higher than Facebook.
  4. Audience Demographics Assessment Survey distributed in June via email and upon visitor registration. Total applicant responses: 8000 Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 50% 18 – 30 20% 31 – 45 20% 46 – 60 10% 61 – 85 65% Female 35% Male 50% Twitter 30% Facebook 20% Instagram 40% Facebook 30% Twitter 30% Instagram Searching for new coffee drinks. Searching for Starbucks Coffee products such as cups. Audience Demographics Summary: The most survey respondents are in the 18 – 30 age group. Twitter and Facebook are their main social networks. Typically they are searching for new coffee drinks. More effort could be put into Instagram. Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Dunkin’ Donuts FB: DunkinDonutsUS Posts are interesting and highly visual Could be more interactive with followers The Coffee Bean & Tea Leaf TW: TheCoffeeBean Frequent posting and matching content across website and social media Could be more interactive and follow more customers and influential people Competitor Assessment Summary Dunkin’ Donuts and The Coffee Bean & Tea Leaf are two of Starbucks Coffee’s main competitors. The social media profiles of each are quite frequent and interested. Both do a good job of making their content interesting and highly visual, but could be more interactive with customers.
  5. Social Media Objectives In 2016, the main focus of our social media strategy will be to grow revenue by increasing interaction with customers and gaining a higher following on social media. Specific Objectives • Increase followers on Twitter, Facebook and Instagram by 500,000 in 12 months • Increase volume of visual content posted on all social media by 40% in 12 months • Increase interactions with followers on all social media by 30% in 12 months KPI 1. Number of unique visitors from social media sites 2. Number of social media followers Key Messages 1. Coffee Chats 2. #ILoveCoffee
  6. Online Brand Persona and Voice Adjectives that describe our brand: • Fun • Charismatic • Smart When interacting with customers we are: • Caring • Kind • Friendly Strategies and Tools Paid: Every Friday, Saturday and Sunday boost popular Facebook and Twitter posts. Owned: Introduce #ILoveCoffee on all social media. Encourage customer adoption and repost/shout out user-generated content. Earned: Monitor social media profiles for key words and terms. Randomly select followers that will receive coupons. Tools: Approved tools: Hootsuite, Buffer Unapproved tools: N/A Existing Subscriptions/Licenses: Photoshop, Vimeo
  7. Timing and Key Dates Holiday Dates Christmas Day Valentines Day Thanksgiving New Years Day Easter Internal Events National Coffee Day – September 29, 2016 Reporting Dates Reporting will happen once per quarter. Social Media Roles and Responsibilities Global chief marketing officer: Sharon Rothstein Global chief strategy officer: Matthew Ryan Americas Category & Integrated Marketing: Katie Seawell Social Media Policy Social media is a main focus for us every day. It allows us to spread our message and our mission, share our ideas and goals, and interact with our customers. Our employees are expected to use respect and best practices when engaging on social media. • Be respectful, even when discussing the competition • Be helpful • Never leave someone hanging • Do not start fights or engage in them
  8. Critical Response Plan Scenario 1 – Inappropriate Tweet Sent from @Starbucks Action Plan 1. When tweet is discovered: Screenshot, delete the tweet, alert the Social Media Manager 2. Discuss impact and reach. Evaluate next step 3. Write a follow up tweet, get it approved 4. Assign who will manage all direct contact regarding inappropriate tweet 5. Follow up with employee responsible for publishing the Tweet Pre-approved messaging: Messaging will depend on the nature of the tweet. Scenario 2 – Product is impacted, no sicknesses Action Plan 1. Alert the person in charge and anyone possibly affected 2. Evaluate the number of social media mentions of the situation 3. Assign who will manage all direct contact regarding the incident Pre-approved messaging: Messaging will depend on the particular situation.
  9. Measurement and Reporting Quantitative KPIs Reporting Period: 6 months Data as of October 1, 2016 Website Traffic Sources Assessment Timeframe: Monthly average, March 2015 to June 2015 Source Volume Percentage of Overall Traffic Conversion Rate Twitter 14000 unique visits + 9% growth 22% 5.4% Facebook 14000 unique visits + 9% growth 21$ 5.2% Instagram 10000 unique visits + 5% growth 17% 4.5% LinkedIn 500 unique visits + 3% growth 10% 3% YouTube 600 unique visits + 2% growth 8% .5% Pinterest 450 unique visits + 1% growth 5% .1%