STARBUCKS

S O C I AL M

E D I A S

T R A T E G Y

J AC K I E

SM I T

H

O C T O B E R 2, 2

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TABLE OF CONTENTS1. Executive Summary2. Social Media Audit 3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

EXECUTIVE SUMMARYOur major social media priorities for 2017 will be growing our

online following and community.

The primary focus will be to support revenue goals through driving more traffic to our website and social media platforms by sharing more relevant content and building stronger relationships with our customers.

Two major social strategies will support this objective: 1. A plan to increase the amount of content we publish to our

social profiles. 2. Encourage interactive engagement and search engine

optimization of content.

SOCIAL MEDIA AUDITSocial Media Assessment; Date: 10/2/16Social Network URL Follower Count Average Weekly

ActivityAverage

Engagement Rate

Twitter Twitter.com/starbucks

12,600 20 posts per week

5%

Facebook Facebook.com/starbucks

11,000 7 posts per week

6%

Instagram Instagram.com/starbucks

17,600 5 posts per week

Average interactions per

post = 580LinkedIn Linkedin.com/

company/starbucks

600 1 post per month

2%

Social Media Assessment: Currently, the highest number of interactions per post occurs on Instagram. Limited interactions occurs on LinkedIn and could be improved.

SOCIAL MEDIA AUDIT CONT.

Source Volume % of Overall Traffic Conversion Rate

Twitter 2000 unique visits 5% 2.5%

Facebook 6000 unique visits 25% 1.9%

Instagram NO DATA NO DATA NO DATALinkedIn 400 unique visits 1% .05%

Website Traffic Sources Assessment; Date: 10/2/16

Traffic Summary: Currently, Facebook is the biggest driver of traffic to our website. However, the conversion rate of Facebook (1.9%) is slightly behind Twitter (2.5%). There is no data available for Instagram, but it is known to have many social interactions.

SOCIAL MEDIA AUDIT CONT. 2Audience Demographics Assessment; Date: 10/2/16

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

60% 18-30 55% Female 55% Female 40% Instagram

30% 31-40 45% Male 45% Male 20% Facebook Coffee/ Social space/10% 41-55 50% Facebook 20% Twitter Food Study space10% 56-80 30%

Instagram15% TwitterAudience Demographics Assessment: The majority of survey respondents are

in the 18-30 age group. Facebook and Instagram are their main social networks. Coffee and food are their primary reasons for visiting the coffee shop. The secondary reasons are wanting a space to socialize and also to study.

SOCIAL MEDIA AUDIT CONT. 3Competitor Assessment; Date: 10/2/16

Competitor Name Social Media Profile Strengths WeaknessesDunkin’ Donuts FB:

DunkinDonutsUSFrequent posting Lack of interaction

with usersMcDonald’s Instagram:

McDonaldsHigh quality visuals Infrequent posting

Peet's Coffee TW: PeetsCoffee Relevant hashtag: #PeetsCoffee to aggregate content

Tweets don’t use tags appropriately; user engagement low

Competitor Assessment: The analysis focuses on Facebook, Instagram and Twitter of competitors. High quality images, relevant hashtags and frequent posting are areas to focus on to improve.

SOCIAL MEDIA OBJECTIVESIn 2017, the primary focus of our social media strategy will be

to support revenue goals by driving more traffic to our website from our social networking platforms. To make this happen, we will expand our online following by creating engaging and relevant content while also building stronger relationships with our customers.

Some specific objectives include: 1. Increase unique visitors from social networks to website by

25% in 6 months by:• Increased mentions on Twitter• Increased use of relevant hashtags on Twitter, Instagram

and Facebook2. Increase Instagram followers by 2500 in 6 months3. Increase visual content on all social channels by 30% in 6 months

SOCIAL MEDIA OBJECTIVES CONT. KPIs1. Number of Instagram followers2. Number of unique visitors from Facebook, Twitter and

LinkedIn3. Number of weekly photo and video posts to Facebook and

Instagram

Key Messages• Create a Warm, Community Culture with Every Cup of Coffee• A Welcoming Atmosphere with a Superior Customer

Experience

ONLINE BRAND PERSONA AND VOICEAdjectives that describe our brand:• Inviting• Comfortable• Social

When interacting with customers we are:• Friendly• Engaging• Attentive

STRATEGIES AND TOOLSPaid: Boost weekly Monday posts. The post must have a

minimum organic reach of 2,000, as well as a minimum of 50 likes or 10 comments.

Owned: Use #StarbucksStyle to Instagram posts and encourage customers to use it as well. Repost at least 3 customers’ posts to engage with customers.

Earned: Partner with local nonprofits to develop a relationship with the community. Create blog posts together and share on social platforms.

ToolsApproved Tools Rejected Tools Existing Subscriptions/Licenses

Hootsuite N/A PhotoshopVimeo

KEY DATES AND TIMINGHoliday Dates• Valentine’s Day• St. Patrick’s Day• Christmas/Hannukah/Kwanza (Holiday Season)• New Year’s DayInternal Events• January 15th – Habitat for Humanity Project • November 1st – Canned Food DriveReporting Dates• Reports will occur quarterly in March, June, September and December

SOCIAL MEDIA ROLES AND RESPONSIBILITIESGlobal Social Media Director: Stephanie MarxResponsibilities: Lead the social media team, Coach international markets,

Partner with the Creative Director, Manage social listening and insights

Social Media Manager: Kelly BroiliResponsibilities: Lead a team of community managers, contribute and

execute marketing plans, partner closely with global teams, drive collaborations with public affairs

Social Media Community Manager: Maren HamiltonResponsibilities: Consult with global social media partners to provide

strategic guidance, create editorial calendars, collaborate to create global coffee content strategy, manage creative assets

SOCIAL MEDIA POLICYSocial Media is a large part of our company culture. We use it to community with

our customers directly and create deep relationships. As an employee of Starbucks you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following these guidelines:

• Always be respectful• Always be professional• Do not post illegal content• Be polite • Be positive• Always help customers

Violation of Starbucks’ social policy may result in corrective action including termination. You may also be subject to legal action. Should you have any questions or concerns please speak to your Manager or anyone on the human resources team.

CRITICAL RESPONSE PLANScenario 1 – Poor customer experience shared on social mediaAction Plan1. Comment on negative post apologizing for any

inconveniences2. Reach out privately to that customer and offer them

compensations determined by the Social Media Manager3. Have the Social Media Community Manager monitor the

situation to make sure nothing escalates

No pre-approved messaging:Messaging will be dependent on the individual situation and will be developed by the Social Media Community Manager

CRITICAL RESPONSE PLAN CONT. Scenario 2 – Crude Facebook status from StarbucksAction Plan1. When inappropriate status is detected:

Take screenshot Delete status Alert the Social Media Manager

2. Social Media Manager to discuss with Social Media Community Manager to determine if further action is needed

3. Create a status to divert the attention

4. Contact Social Media Manager if media becomes involved

No pre-approved messaging:Messaging will be dependent on the individual situation and will be developed by the Social Media Manager and the Social Media Community Manager

MEASUREMENT AND REPORTING RESULTS

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 2200 unique visits + 20% growth

24% 4.6%

Facebook 6600 unique visits + 20% growth

52% 3.6%

LinkedIn 210 unique visits + 10% growth

6% .04%

Website Traffic Sources Assessment

MEASUREMENT AND REPORTING RESULTS CONT.Social Network Data

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Twitter Twitter.com/starbucks

14,000+11% growth

36 posts per week

+10% increase

4%

Facebook Facebook.com/starbucks

13,800+25% growth

18 posts per week

+300% increase

6%

Instagram Instagram.com/starbucks

19,400+10% growth

12 posts per week

+300% increase

Average Interactions Per

Post = 900LinkedIn Linkedin.com/

company/starbucks

460+15% growth

2 posts per month

No change

1.5%

MEASUREMENT AND REPORTING RESULTS CONT. 2Quantitative KPIsReporting Period: 1 quarter (3 months)Data as of December 2, 2016

Qualitative KPIsSentiment AnalysisAn analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100

Tweets revealed:• Overall positive posts from customers including use of hashtags, tagging of location

and sharing of photos• The largest negative is the price of Starbucks’ products

Proposed Action Items• Continue with #StarbucksStyle• Continue setting goals and achieving them to improve overall brand presence