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

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 https://twitter.com/starbuck
s/
11.8 Million 10–20 posts per week 12%
Facebook https://www.facebook.com/
Starbucks/
36.4 Million 7–15 posts per week 10%
Instagram https://www.instagram.com
/starbucks/
11.6 Million 6–10 posts per week 7%
LinkedIn https://www.linkedin.com/c
ompany/starbucks
726K 4–7 posts per week 5%
YouTube https://www.youtube.com/s
tarbucks
111K 3–7 posts per week 3%
Pinterest https://www.pinterest.com/
starbucks/
275K 1–2 pins per week 2%

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.

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.

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

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

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

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.

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%