Social Media Strategy for the company of Starbucks. After analyzing different components of the company's online presence, some objectives were set out to be met during a particular period.
2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
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
3. EXECUTIVE SUMMARY
Starbucks social media priorities for 2016 will be strengthening customer
relationships amongst Millennials through social media.
The focus will be to support market share in the coffee industry by reaching new
audiences, increasing visibility and reinforcing existing relationships with
millennials on their social media platforms.
Two major social strategies will support this objective:
1. A plan to increase millennials engagement with content that is unique and
interactive on social media platforms.
2. Encourage sharing through social media amongst customers who are loyal to
the brand.
4. SOCIAL MEDIA AUDIT
The following is an audit of Starbucks Coffee social media presence up to date. It
includes an assessment of all social networks, web traffic, audience demographics,
and a competitor analysis.
Assessment:
At present time the highest level of interaction occurs on Twitter with a 42% average
engagement with consumers. Although the number of followers in very close with
Instagram, more interaction are seen through the Twitter account.
Social Media Assessment
The data is acquired as of September 1, 2016.
5. Traffic Sources Assessment
Time Frame:
Monthly average from August 2016 and September 2016
Traffic Summary:
At present, Instagram is the highest trafficking source for Starbucks. Twitter also bring in a
large amount of the traffic at 32%. Facebook, on the other hand, has the highest
conversation rate (beverages purchased) at 2.6%.
6. Customer Demographics Assessment
Audience Demographics Summary:
The majority of the survey respondents were between the ages of 18 and 30 which will be
classified as Millennials. Facebook and Instagram are great social networks to interact with
these groups of millennials. The primary need for visiting Starbucks locations is to buy a
refreshing drink that will in return provide an excellent source of caffeine. The company
should spend some time building connections through the social media channel of Twitter.
A survey was distributed between the months of August and September 2016
Total survey responses: 2000
9. Competitor Assessment
Competitor Assessment Summary:
The competitor analysis above focused on two company's that have a high recognition
amongst individuals in the ages of 18-30 which is Starbucks target audience. Incentives seem
to work as strengths to drive consumer in from all ages. Although they generate a good
amount of customers, they lack with interactions and feedback through social media
platforms.
10. SOCIAL MEDIA OBJECTIVES
The primary focus of our social media strategy in 2016 will be to strengthening customer
relationships amongst millennials through our social channels. To do so, we will aim to
reinforce existing relationships with millennials by sharing more engaging content in
which they could relate to.
Some specific objectives include:
1. Increased traffic amongst new customers to website by 40% in 6 months
a. Increased brand awareness through visual Instagram posts
b. Increased use of Facebook videos and live interactions
2. Increase Twitter followers by 40000 in 6 months.
3. Increase use of visual content published on Facebook and Instagram channels by 40%
in 6 months.
KPIs:
1. Number of new visitors for Facebook,
Twitter, and Instagram
2. Number of Twitter followers
3. Number of monthly photos and videos
posts to Facebook and Instagram
4. Emotional analysis amongst consumers
Key Messages:
1. Cozy coffee and treat on a night
in with friends
2. Coffee you love crafted by
people who care
11. ONLINE BRAND PERSONA/VOICE
Adjectives that describe Starbucks:
1. Bold
2. Cozy
3. Trendy
4. Creative
5. Fun
6. Innovative
When interacting with customers Starbucks is:
1. Friendly
2. Loyal
3. Honest
4. Brave
5. Caring
6. Supportive
13. STRATEGIES FOR PLAN
Paid:
Use promoted tweets to appear on timelines of millennials that are not being reached
by the brand. The promoted tweet could have over 500 likes and 200 retweets to be
repeated to the public.
Owned:
Introduce #CoffeeOrSleep to encourage the use of the brand amongst millennials who
are in their college years. Choose two pictures that resonate with the brand every
week and post across all social platforms. Consumers will use the hashtag to form an
alliance amongst their age group and begin to use it in other promotional videos or
posts. Encourage the hashtag to be used by people of all ages to show how necessary
one feels coffee is in their daily activities.
Earned:
Monitor Twitter for keywords and terms: coffee, Starbucks, relaxing, studying, warm.
Offer coupon codes for the fall period of 3 months starting in October to surprise
customers with a special offer only available through online social platforms. Partner
with two primary spokespeople (celebrity) to share their #StarbucksExperience
Release a campaign following the lives of these individuals for a 5 episode series.
Make sure all content is being distributed on every social media site.
15. TIMING AND KEY DATES
Mother's Day
Thanksgiving
Christmas
Valentine's Day
Veterans Day
September 29th
(National Coffee Day)
November 13th
(Little Big Show)
Quarterly during
February, May,
August and
November.
Precise dates TBA.
Holiday Dates Internal Dates Reporting Dates
16. SOCIAL MEDIA ROLES/RESPONSIBILITIES
Leadership Roles:
Chief Marketing Officer - Sharon Rothstein
Social Media Manager - Kelly Broili
Global Social Media Director - Stephanie Marx
Vice President, Global Digital Engagement at Starbucks - Ryan Turner
Supporting Social Media Members:
Community Manager - Jeremy Bronson
Community Manager - Secilia Kirby
17. SOCIAL MEDIA POLICY
Social media is a major factor on how Starbucks communicates with consumers in their day to
day lives. The company welcomes users to use hashtags, photos, and videos to represent their
love for the brand through different platforms. Whether you are communicating through
Twitter, Facebook or Instagram, you are to follow some simple guidelines below. You are solely
responsible for your User Content, and Starbucks assumes no liability for it.
Be respectful to others
Use common sense while making a post
Ask someone if you are unsure if the post is appropriate
Read the user content at your risk
Your user content will not obtain any profane or threaten language
If you are employed you must disclose your status when promoting Starbucks services
You are encouraged to engage in conversation with other while being polite
Be helpful to customers
Guidelines:
"Starbucks reserves the right to update or modify these Terms and Conditions at any time without prior
notice. We encourage you to review these Terms whenever you use or participate in pages, hashtags, boards
and applications created or administered by Starbucks."
18. CRITICAL RESPONSE #1
Scenario 1 - Offensive Facebook post sent from @Starbucks account
Action Plan 1
1. When the Facebook post is detected: Take a screenshot (on Mac press:
Command+Shift+ 4). Starbucks will delete the post and alert the social media manager
Kelly Broili. If Kelly Broili cannot be contacted reach out to social media director
Stephanie Marx.
2. Kelly and Stephanie will discuss the impact of the post and how to take further action.
3. Kelly will formulate a new post to release and Stephanie will have to approve.
4. Stephanie will manage contact after post is submitted to the general public.
5. Both Kelly and Stephanie need to come together and discuss the consequences of the
employee who published the post.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependant on the nature of the original post - to be discussed and
developed by Kelly and Stephanie.
19. CRITICAL RESPONSE #2
Scenario 2 - Twitter account (@Starbucks) is hacked
Action Plan 2
1. When the Twitter hack is detected company must take full control of the website
immediately. Starbucks will delete content and alert the social media manager Kelly
Broili. If Kelly Broili cannot be contacted reach out to social media director Stephanie
Marx.
2. Kelly and Stephanie will discuss how severe the hacking was and what statement
they should release to the public as soon as possible.
3. Kelly will create a call to action and Stephanie will approve the message.
4.The board of social media directors must come together and determine what further
actions to take with the social media platform hacking.
Pre-approved messaging:
Twitter: "Our account has been hacked and we apologize for any inconvenience this has
caused to our followers. We are working to resolve the problem."
20. MEASUREMENT AND REPORTING
Quantitative KPI
Reporting period: 3 months
Data collected as of September 1, 2016
Website Traffic Source Assessment
Timeframe: Monthly average from June 2016 to August 2016
21. Social Network Data
Data was collected as of September 1, 2016
An increase in followers, weekly posts and engagement rate indicate a positive social
media plan.
Social content created by the team has done a great job at interacting consumers with
visual contents. Instagram engagement has increased to 12% due to the use of GIF and
new video content. A key tactic to this growth is the unity that is brought by
#CoffeeOrSleep amongst millennials who interact with the brand. The content was
relatable and shareable in order to welcome more customers and followers to the social
media platforms in order to spread awareness.
Traffic towards the website has increased well above the 40% goal throughout all social
media platforms: Twitter (55%), Facebook (50%), and Instagram (50%).
Twitter has a high percentage of millennials who interact with the brand which had an
increase of followers that surpassed the goal of gaining 40,000 followers in 6 months.
22. #CoffeeOrSleep Hashtag Performance
Between June 1, 2016, and September 1, 2016, the hashtag was mentioned
10000 times on Twitter and 15000 times on Instagram.
A total of 5000 Instagram posts published with the hashtag had higher levels
of interaction between customers and their friends on this social media
platform.
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 500 Facebook posts, 500 Instagram posts, and 500 Tweets
revealed the following:
Customers felt comfortable and happy after visiting Starbucks. They shared their
experience online by posting photos and sharing personal stories with their followers.
The only negative opinion they had would have to be with the quickness they got their
drinks. They became frustrated with the large line and the amount of people waiting to be
served.
23. Proposed Action Plans
Continue #CoffeeOrSleep Campaign
Consider having random Facebook giveaways to the first 100 customers to
post a picture with seasonal drink
Advocate for #RandomActOfKidness to encourage customers to build on the
important of sharing
Build a high presence on LinkedIn to show customers Starbucks mission
statement and company beliefs
"To inspire and nurture the human spirit–one
person, one cup and one neighborhood at a time."
