sm strategy
TRANSCRIPT
Social Media Strategy
Kayla GilPUR3622/RTV4930
10/02/2016
1. Executive Summary2. Social Media Audit
- Social Media Assessment- Competitor Assessment
3. Social Media Objectives4. Online Brand Persona & Voice5. Strategies & Tools6. Timing & Key Dates7. Social Media Roles & Responsibilities8. Social Media Policy9. Measurement & Reporting Results
Table of Contents
Our Social Media goals involve increasing our follower count online to connect to more people around the
world.The focus of this goal is to increase web traffic on all of our Social Media accounts. We can do this by creating
more relevant and relatable content to share.
Social Strategies:• Create an organized plan for maintaining
consistency throughout the creativity of our content.• Encourage conversations and engagement with
current and future followers to build trust and loyalty.
Executive Summary
The following is an audit of Starbucks’ Social Media as of September 2016.
Social Network
URL Approx. Follower
Count
Average Weekly Activity
Average Engagement
RateTwitter www.twitter.com/
starbucks11.8M 20
Posts/Week30%
Facebook www.facebook.com/starbucks
36.4M 6 Posts/Week
21%
www.instagram.com/starbucks
11.5M 8 Posts/Week
35%
Summary:Although Starbucks has more followers on Facebook, Instagram currently has
the most posts per week. Facebook currently has the highest follower count and the lowest Average Engagement Rate. Twitter and Instagram should be updated to match with Facebook in order to generate more traffic and gain more followers there.
The following is an audit of Starbucks’ Website Traffic Sources
as of September 2016.
Social Network
Approx. Volume
% of Overall Traffic
Conversion Rate
Twitter 20,000 visits
30% 5%
Facebook 35,000 visits
41% 20%
Instagram 45,000 visits
58% 12%
Summary:Starbucks’ Instagram brings the largest amount of traffic to the website compared to their other Social Media accounts. It is clear that Facebook
converts site visitors into paying customers the most.
The following is an Audience Demographics Assessment of Starbucks as of September
2016.Age Dist. Gender
Dist.Primary Social
Network
Secondary Social
Network
Primary Need
Secondary
Need
80%: 18-30
60%: 31-40
20%: 56-80
55%: F45%: M
50%: Twitter40%:
Instagram30%:
40%: Instagram
20%: Facebook
20%: Twitter
Refreshing,
caffeinated
beverages
A place to spend quality time with
yourself or
friendsSummary:The core, and most involved, age group that interacts with our brand are people between the ages of 18 and 30. Twitter and Instagram are
the most influential and the most engaging social media networks. The primary motivators for visiting our stores are our delicious,
energizing drinks. We must develop more Facebook content in order for Facebook to reach the same numbers as our other networks.
Competitor AssessmentCompetit
orSocial Media Profile
Strengths Weaknesses
Dunkin Donuts
Facebook • Posts create large amounts of audience
engagement• Very creative
photos that are visually consistent
and easily recognizable
• Social Media has less followers than
Starbucks• Posts seem to lean towards sophisticated rather than young and trendy and the results
are not working• Comments and questions do not go
unaddressed.McDonald’
sInstagra
m• Consistently posting images and statuses• Hastage “#mccafe” is
frequwntly used by visitors.
• Posts do not have a consistent aesthetic
• Less followers than StarbucksAssessment:
Dunkin Donuts’ social media posts are very similar to Starbucks, and they have almost as many followers as Starbucks as well. Areas where the
competition has room for improvement are centered around a better form of two-way conversation.
Social Media ObjectivesThe most important priorities for 2016 will be to gain new followers
and consumers, as well as also creating a more engaging and interactive online presence. These goals can be obtained by simply posting more frequently, and by posting more unique and relevant content. Reaching these goals will help us build a deeper and more
loyal relationship with our customers. Objectives:1. Increase the amount of
unique visitors by at least 50% by increasing brand awareness through mentions and hashtags
2. Increase the amount of new, loyal followers by at least 2,000 in the next 3 months
3. Increase the volume of content published on Facebook and Instagram by 40% in the next 3 months
KPIs1. Number of unique visitors
from all acounts2. Number of Instagram
followers3. Higher number of photo
and video posts to our accounts
Key Messages“Be Adventurous”“Surround Yourself With Your Loved Ones”“Share Memories”
0 200 400 600 800 1000 1200 1400
Social Media Objectives Cont.
LikesCommentsHashtags
% of New Followers/Month
FacebookTwitterInstagram
Online Brand Persona & Voice
Adjectives That Describe Our Brand:• Bold• Unique• Creative• Fun• Adventurous• Personable
Adjectives That Describe Us When We Are Interacting With Customers:
• Friendly• Loyal
• Honest• Encouraging
• Helpful
Online Brand Persona & Voice Example
Strategies & ToolsPaid:• Every Thursday & Friday we nee to boost our most
popular Facebook posts in order to gain extra exposure for the weekend. These posts should have a minimum of 200 likes or 300 comments.
Owned:• Introduce the hashtag #StarbucksLife to all new
Instagram posts. Encourage the use of this hashtag by creating a gift card giveaway, and by using the hashtag on all promotional material.
Earned:• Monitor Twitter for keywords and hashtags that
include: coffee, frappucino, latte, and brew. Invite twitter users to try out our brand by sending them 10% off coupons.
• Create an influencer/advocate relationship.• Develop a small video series to promote the family-
oriented aspect of our brand. Repost to all of our social media.
Approved Tools
HootsuiteBuffer
InDesign
Rejected Tools
N/A
Existing Tools
Premier Pro
CanvaPhotoshop
Vimeo
Holiday
Valentine’s DayPresident’s Day
Spring BreakLabor Day
Father’s DayMother’s Day
Timing & Key Dates
Internal Dates
07/28-07/29Community Outreach
11/07-11/08Food and Toy Drive
Reporting Dates
TBA
Social Media Roles & Responsibilities
Marketing Director: Sharon Rothstein
Social Media Manager: Bernard Acoca
Social Media Coordinator: Stephanie Marx
Social Ads Support: Michelle Burns
Customer Support: Luigi Bonini
Social Media PolicyOur social media is used to spread company messages, interact with potential and current customers, and to share thoughts and ideas. As a representative of Starbucks you are expected to demonstrate the
best social media practices and media etiquette.
DON’T
Talk negatively about the competition
Start arguments our posts
DO
Be respectfulUse common sense
Be politeBe the solution, not
the problem
Not sure if your social message is up to par? Ask before you post – we’re
here for you!
Social Media Policy Cont.
Starbucks is serious about company and personal use of social media by our employees. We expect nothing but
appropriate use of media.
Violation of our social media policy will result in corrective action, which includes: termination, written warnings, or
probation. Depending on the situation, you may be subject to legal action. Starbucks reserves the right to take further
action if needed.
If you have any questions or concerns, please contact our Human Resources Department.
Critical Response Plan: Inappropriate Tweet Sent by
@Starbucks1. When the tweet is detected:• Take a screenshot for future reference (Command/Control+Shift+3)• Immediately delete the tweet• Alert our social media management team
2. Bernard Acoca and Stephanie Marx will team up to discuss impact and reach, and evaluate further action.
3. If the media has seen the tweet, Stepehanie Marx will manage all direct contact. If she is unavailable, Sharon Rothstein will manage all contact.
4. Stephanie Marx and Bernard Acoca will take action and discuss what happened with the employee responsible for publishing the tweet, and will decide is disciplinary action is required.
Pre-approved Messaging: None. Messaging will depend on the nature of the tweet in question – to be created by Stephanie Marx and Bernard Acoca.
Measurement & Reporting ResultsQuantitative KPIs• Reporting Period: 3 months
Data as of September 1, 2016:
Website Traffic Sources AssessmentTimeframe: Monthly Average: February 2016-August 2016
Source Volume % of Overall Traffic
Conversion Rate
Twitter 1100 unique visits +10% growth
12% 2.3%
Facebook 3300 unique visits +10% growths
27% 1.8%
Instagram 5500 unique visits +20% growth
34% 2.9%
Measurement & Reporting Results Cont.
Social Network DataSocial Networ
k
URL Follower Count
Average Weekly Activity
Engagement Rate
Twitter twitter.com/starbucks
11.6M+11%
18 Posts/Week+10%
4%
facebook.com/starbucks
36.1M+25%
9 Posts/Week+300%
6%
instagram.com/starbucks
7.7M+10%
6 Posts/Week+300%
Avg. Interactions per Post = 450
Our Instagram following growth has grown tremendously, most likely due to our increase in weekly activity. Our Facebook has grown as
well. We should stay focused and continue these increasing trends, but we should work harder on our Twitter.
The social content team has done an outstanding job creating and coordinating our content. Our hashtag #StarbucksLife has improved
our ability to track mentions and find potential customers.
