Social media strategy designed to capitalize on the growing areas of various networks to drive business and gain a more dominant presence.

1. Starbucks
September 27,2016
Ashlee Benson

2. Table of Contents
 Executive Summary
 Social Media Audit
 Social Media Objectives
 Online Brand Persona & Voice
 Strategies & Tools
 Timing & Key Dates
 Social Media Roles &
Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement & Reporting Results

3. Executive Summary
 We inspire and nurture the human spirit – One person, one cup, one
neighborhood at a time. In the 2016 calendar year, social media is more
prominent in our daily lives than ever before. It’s a mighty force that
deserves to be learned, respected and utilized. Our social media goals will be
to capitalize on this growing industry to captivate a larger audience and to
grow our business by growing our presence online.
 Three major strategies to achieve our goals:
 Increase the number of followers
 Increase the amount of content
 Increase the amount of revenue

4. Social Media Audit
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter Twitter.com/Starbucks 11.7M 56 tweets 44718 (likes/tweets per
week)
Facebook Facebook.com/Starbucks 36M 8 posts 33000 (likes/comments per
week)
Instagram Instagram.com/Starbucks 11.5M 7 posts 1.9M (likes/comments per
week)
Snapchat Snapchat.com/Starbucks 2M 3 posts 13000 (likes per week)
Social Media Assessment:
The highest volume of weekly engagement occurs through Instagram with likes and comments. There are high
interactions through all sites, but focus should be placed on snapchat as it is the newest site and holds a lot of potential
to help maximize business growth.
The following is an audit of Starbucks social media presence as of October 1, 2016. The assessment includes four of our
top social media networks, web traffic, audience demographics and competitor analysis.

5. Website Traffic Sources Assessment
Source Volume % of overall traffic Conversion Rate
Twitter 2500 unique visits 4.5% 3%
Facebook 5200 unique visits 16.8% 2.4%
Instagram 3650 unique visits 8% 1.6%
Snapchat 700 unique visits 2% 4.4%
Timeframe: Monthly average, Sept 2016 to Oct 2016
Traffic Summary:
At the present time, Facebook drives the most traffic to Starbucks website.

6. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
35% 18-30
45% 31-55
4% 56-80
58% Female
42% Male
52% Facebook
33% Instagram
10% Twitter
5% Snapchat
80% Instagram
12% Facebook
8% Twitter
Weekly specials,
holiday/new
release drinks
Starbucks
community
outreach, events,
job opportunities
Results taken from survey distributed in June/July via email and through customer registration.
Total applicant responses: 2000
Audience Demographics Summary:
The majority of our demographic is age groups 31-55 and Facebook and Instagram are their primary social media sites.
Job opportunity is a primary need for age groups 18-30, but secondary for the other age groups. With the upcoming
Thanksgiving and Christmas holidays, age groups are seeking information on holiday drinks and specials.

7. Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
Caribou Coffee Facebook.com/cariboucoffee Large number of followers,
creative posts with high
engagement
Lack of responses
Dunkin Donuts Instagram.com/dunkindonuts # promotions and weekly
deals- interactive postings
Limited postings- less than 5
a week
Costa Coffee Twitter.com/costacoffee Growing number of
followers- engagement
encourgaged
Weak presence- limited
customer engagement
Competitor Assessment Summary:
The competitor analysis focused on three major coffee chains with a strong social media presence on Facebook, Twitter
and Instagram. Unique, creative content and weekly specials drive the main activity from consumers on these sites.
Active and continuous involvement on the sites remain the greatest areas with room to improve.

8. Social Media Objectives
 In 2016, our primary goals will be to increase activity on social media sites to
further engage our customers We will use our strengths as an innovative,
creative and revolutionary company to create content that is engaging and
inspiring and helps relationship development with our customers.
 Specific objectives include:
 Increase visitor activity by 25% in Quarter one 2017 by:
 Increasing Snapchat followers/engagement by increasing # of weekly posts
 Increase Facebook engagement by 15%
KPIs
1. Number of unique visitors from Facebook, Twitter and Snapchat
2. Number of Instagram followers
3. Number of weekly photo and video posts
4. Sentiment Analysis
Key Messages
o Inspire and nurture the human spirit
o Moments of Connection

9. Online Brand Persona and Voice
Adjectives that describe our brand:
 Innovative
 Trendsetting
 Clever
 Creative
When interacting with customers we
are:
 Welcoming
 Personable
 Knowledgeable

11. Strategies and Tools
 Paid: Create focus on use of #momentsofconnection by encouraging customers to use the hashtag while posting
photos which display positive interactions with family and friends or others in their community. Use of the hashtag
will be promoted on Facebook, Twitter and Instagram.
 Owned: After careful review of the weeks hashtag posts, the five most popular will be chosen and featured on the
following week.
 Earned: Each day of the following week, we will feature one of the most liked photos.
Approved:
Hootsuite
Buffer
Rejected:
N/A
Existing Subscriptions/Licenses:
Photoshop
YouTube
Canva

12. Timing and Key Dates
 Holiday Dates
 Rosh Hashana
 Halloween
 Thanksgiving
 Christmas
 New Years
 Internal Events
 May 5th-6th: Community outreach event
 August 23-24th: Employee Appreciation
 Nov 1st: Food Drive
 Reporting Dates
 Once a quarter in April, August and December

13. Social Media Roles and Responsibilities
 Marketing Director: Ashlee Benson
 Social Media Manager: Cammie Collins
 Social Media Coordinator: Courtney Mustachi
 Supporting Social Media Team Members
 Kate Bosch (Social Ads Support)
 Becca Ford (Customer Support – Social Media)

14. Social Media Policy
 Moments of connection – that’s our promise. And we bring
that promise to life everyday in unique and special ways.
The guidelines are to help you do the right thing when
connecting in social media. Lets celebrate and share in
social media what it means to be a partner– with each
other, our customers and the world – in only ways partners
can.

15. Social Media Policy “Do’s”
 Share your passion. We’re called partners, because this isn’t just a job, it’s our passion. So go ahead and share it!
 Work comes first. Don’t let social media get in the way of you – or your fellow partners – doing your job and what’s
expected of you.
 Make it yours. Be open about that fact that you’re a partner and not an official company spokesperson. Use
statements in your account profile or posts like: “I’m a Starbucks partner and these are my person opinions…”
 Truth be told. Your voice can be powerful, so don’t spread false information, rumors or misleading claims about
Starbucks, our products and services, or other parties. Get the facts to always be honest and accurate.
 The world is getting smaller. What you say can be seen by customers and partners all over the world. And what you
say might actually be wrong or offensive someplace else.
 Take the high road. Show respect for others’ opinions, even when you might not agree. And no trolling, bullying or
flaming – there’s no winner in that game.
 The internet doesn’t have a “delete” key. Anything you share on the internet can take on a life of its own and be
hard to remove once it’s out there, so please think before you share something.
 Be safe. Understand the privacy settings associate with your social media accounts. For example, Facebook
provides resources to help you fine tune the privacy of what you share.
 We can work it out. Complaints or concerns about Starbucks are best resolved by speaking directly with someone,
rather than distributed on social media.
 Whoops! If you mess up, be quick to correct it and clear about what you did to fix it.

16. Social Media Policy “Don’ts”
 Don’t use other people’s stuff. Just because something is online doesn’t mean it’s OK to copy it (like an image,
statement or anything else that’s specifically protected by copyright laws)
 Don’t give out personal info about customers or other partners.
 Don’t distribute of share future promotional activities, trade secrets, internal reports, policies, procedures or
other private an confidential info.
 Don’t bully others using malicious, obscene, threatening or intimidating actions; don’t use discriminatory remarks,
threats of violence or unlawful conducts, content meant to harm someone’s reputation or anything that could create
a hostile work environment on the basis of race, sex, sexual orientation, disability, religion or any other status
protected by law or Starbucks policies.
 Don’t create social media accounts using Starbucks brand to communicate with customers on behalf of the
company. Accounts intended to communicate with our customers requires permission from our Global Marketing
team.
 Don’t register a personal social media account using a Starbucks-issued email address.

17. Critical Response Plan
Scenario 1- Inappropriate photos posted with hashtag: #momentsofconnection
1. When photo is discovered:
• Record via screenshot
• Delete Post
• Alert Cammie Collins (Social Media Manager) for follow-up and evaluation for need of further action
Scenario 2- Complaint by customer via social media regarding slip and fall in
Starbucks store
1. Store manager interview of injured customer where pertinent information is gathered.
2. Crew member addresses problem which caused accident, ie, clean floor, remove obstacle, etc…
3. Alert Ashlee Benson (Marketing Director) of incident details
1. Search social media for posting and comments, and respond in a positive manner via new post and also responses to individuals who
commented until matter is resolved.

18. Measurement and Reporting Results
 Quantitative KPIs
 Reporting Period: 3 months
 Data as of October 1, 2016
 Website Traffic Sources Assessment
 Monthly average, June 2016 to August 2016
Sources Volume % of Overall
Traffic
Conversion Rate
Twitter 900 unique visits +10%
growth
10% 2.1%
Facebook 1300 unique visits + 12%
growth
25% 1.5%
Instagram 650 unique visits + 7%
growth
8% .03%

19.  Social Network Data:
 Data as of: October 1, 2016
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter Twitter.com/Starbucks 11.7M
+16% growth
56 tweets
+10% increase
55214 (likes/tweets per
week)
Facebook Facebook.com/Starbucks 36M
+22% growth
8 posts
+110% increase
45000 (likes/comments per
week)
Instagram Instagram.com/Starbucks 11.5M
+11% growth
7 posts
+97% increase
2.2M (likes/comments per
week)
Snapchat Snapchat.com/Starbucks 2M
+8% growth
3 posts
+100% increase
23000 (likes per week)
#momentsofconnection Hashtag Performance
• Between June 1, 2016 and October 1, 2016 the hashtag was mentioned 2500 times on twitter, 4000 times on Facebook
and 3300 times on Instagram.
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:
• A great amount of positivity from customer visits. Shout-outs, photos, re-tweets and stories of their experiences within
the Starbucks community.
Proposed Action Items
• Continue #momentsofconnection Campaign