Mock Social Media Strategy plan for Starbucks 2017.

1. STARBUCKS
2017 Social Media Strategy
10/02/2016
Talia Pate

2. TABLE OF CONTENTS
1. Executive Summary, October 2016
2. Social Media Audit
a. Social Media Assessment, October 2016
b. Traffic Sources Assessment, May 2015 - October 2016
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, November 2015 - January 2016

3. EXECUTIVE SUMMARY
Our major social media priority for 2017 will be growing our online
following in 2 specific demographics: parents with children and customers
aged 56+.
The primary focus will be to engage customers from these demographics in
order to increase revenue during off-peak times to current Starbucks
locations.
Two major social strategies will support this objective:
1. Introduce content relevant to families and 56+ customers in our current
social marketing plans.
2. Improve engagement with targeted demographics by increasing
our presence on Facebook and Twitter.

4. SOCIAL MEDIA AUDIT
SOCIAL NETWORK URL FOLLOWER
COUNT
AVERAGE WEEKLY
ACTIVITY
AVERAGE
ENGAGEMENT RATE
#interactions/ reach
Twitter https://twitter.com/Starbucks 11.7M 12 posts per week 2.7%
Facebook https://www.facebook.com/Starbucks/ 36.4M 5 posts per week 3.0%
Instagram https://www.instagram.com/starbucks/ 11.4M 7 posts per week 20.0%
LinkedIn
https://www.linkedin.com/company-
beta/2271?pathWildcard=2271 722,832 4 posts per week 4.0%
Data as of October 2016
The following is an audit of STARBUCKS social media presence to date. It includes an assessment
of all social networks, web traffic, audience demographics, and a competitor analysis.
Social Media Assessment
Interaction rate for Instagram is significantly higher and increased content for specified
demographic should be considered in this channel first.
Assessment Summary

5. SOCIAL MEDIA AUDIT
SOURCE VOLUME % OF OVERALL
TRAFFIC
CONVERSION RATE
Twitter 10000 unique visits 4% 1.70%
Facebook 17000 unique visits 23% 1.50%
Instagram NO DATA NO DATA NO DATA
LinkedIn 15000 unique visits 15% 2%
May 2015 - October 2016Website Traffic Sources Assessment
Currently, Facebook is the biggest source of website traffic with 23% of total traffic. No
data is available for Instagram based traffic, however, interaction rates are very high.
Content directing to website could be increased in Twitter to take advantage of its high
conversion rate.
Assessment Summary

6. SOCIAL MEDIA AUDIT
AGE DISTRIBUTION GENDER DISTRIBUTION PRIMARY SOCIAL
NETWORK
SECONDARY SOCIAL
NETWORK
PRIMARY NEED SECONDARY NEED
45% 18 - 30 57% Female 50% Facebook 40% Instagram
Coffee breaks and/or
lunch breaks
Study and/or work
location
22% 31 - 40 43% Male 35% Instagram 30% Facebook
22% 41 - 55 10% Twitter 15% Twitter
11% 56 +
Data as of October 2016Audience Demographics Assessment
Audience demographic data shows the need for concentration on customers of
parenting age, and those 55+. Twitter is the fasting growing social media outlet for 55+,
so should be considered primary for that specific target audience. Conversely,
Facebook should be considered primary for customers in the 18-40 range in order to
reach parents with children.
Assessment Summary

7. SOCIAL MEDIA AUDIT
COMPETITOR NAME SOCIAL MEDIA PROFILE STRENGTHS WEAKNESSES
McDonald's FB: McDonaldsUS
Visually appealling video and frequent
special promotions.
Large number of negative
responses to products and
service.
Dunkin Donuts FB: DunkinDonutsUS
Visually appealing bright color branding
across posts. Lack of diversity in posting types
Caribou Coffee FB: CaribouCoffee Actual product pictures look authentic. Low video usage.
McDonald's FB: McDonaldsUS
Visually appealling video and frequent
special promotions.
Large number of negative
responses to products and
service.
Data as of October 2016Competitor Assessment
Authentic, high quality video, including Facebook Live and tweets including authentic
product photos could be a significant source of increased engagement in targeted
demographics. Conversational, appropriate engagement of negative feedback could
boost brand trust.
Assessment Summary:

8. SOCIAL MEDIA
OBJECTIVES
Our focus for our 2017 social media strategy will be growing
our online following of parents with children and customers
aged 56+. We will increase targeted relevant content in our
current social marketing plans and improve engagement by
increasing our presence on Facebook and Twitter.
SPECIFIC OBJECTIVES
1. Increase number of Tweets by 40% in 6 months.
2. Increase Twitter followers by 100,000 in 6 months.
3. Use of #ageless across current social channels.

9. SOCIAL MEDIA OBJECTIVES
KEY MESSAGE
1. Number of Twitter followers
2. Number of Tweets
3. Number of #ageless posts
4. Sentiment Analysis
KPIs
Coffee is #ageless

10. ONLINE BRAND PERSONA & VOICE
Adjectives that describe STARBUCKS:
• Inclusive
• Sophisticated
• Welcoming
• Community supporting
When interacting with customer we are:
• Personable
• Solution-oriented
• Empathetic

11. STRATEGIES
PAID
Boost #ageless content on Facebook on Monday and Friday afternoons to reach targeted
and current audiences. Post must have a minimum organic reach of 1000, and a minimum
of 100 comments and likes.
Pin #ageless related community-building partnership videos in Twitter.
OWNED
Introduce and promote #ageless across current social media channels.
EARNED
Build on community involvement by partnering with targeted demographic-based charities
and publishing video content on Facebook referencing involvement.
Monitor #ageless and respond to every tweet including #ageless in reference to
STARBUCKS.

12. TOOLS
APPROVED
• Hootsuite
• Buffer
• Vimeo
• Photoshop
• Tweetdeck
REJECTED
• N/A

13. TIMING & KEY DATES
Holiday Dates
• Mother’s Day
• Summer Break
• Father’s Day
• Grandparents Day
• Halloween
• Veterans Day
Reporting Dates
• Reporting will occur
quarterly in March,
June, September and
December.

14. SOCIAL MEDIA ROLES &
RESPONSIBILITIES
Marketing Director – Kate Scarth
Social Media Manager – Talia Pate
Social Media Coordinator – Lynette Tritz
Supporting Social Media Team Members
Estelle Augat
Anthony Brock

15. SOCIAL MEDIA POLICY
STARBUCKS partners and employees are brand representatives and are expected to
demonstrate our best practices in relation to their online presence.
Social Media Do’s and Do not’s:
• Do be inclusive of all customers
• Do avoid negativity
• Do be friendly
• Do be helpful
• Do be respectful
• Do not post illegal content
• Do not incite arguments
• Do not put down competitors
• Do not post questionable material. Do Ask before posting if there is ANY question.
STARBUCKS is serious about its social media use. Violation of social media policies will
result in corrective action which could include verbal warnings, written warnings,
termination or legal action.

16. CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate post from STARBUCKS Facebook page
1. Take screenshot of post.
2. Delete post.
3. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.)
4. Talia to coordinate Impact Evaluation & Response Meeting with Kate.
5. Kate manages any and all media contact.
6. Talia and Kate meet with Human Resources to determine disciplinary action.
No pre-approved messaging in scenario 1.

17. CRITICAL RESPONSE PLAN
Scenario 2: Inappropriate Tweet from @Starbucks
1. Take screenshot of Tweet.
2. Delete Tweet.
3. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.)
4. Talia to coordinate Impact Evaluation & Response Meeting with Kate.
5. Kate manages any and all media contact.
6. Talia and Kate meet with Human Resources to determine disciplinary action.
No pre-approved messaging in scenario 2.

18. CRITICAL RESPONSE PLAN
Scenario 3: Negative review goes viral
1. Take screenshot of social media post.
2. Immediately contact Talia Pate (Social Media Manager) or Kate Scarth (Marketing Director.)
3. Talia to coordinate Impact Evaluation & Response Meeting with Kate and include all team
members.
4. Develop and implement specific review response including ownership of mistake, and offer to
make it right.
5. Kate manages any and all media contact.
6. Talia reaches out to human resources to recommend the location and situation be reviewed by
management for any further action.
No pre-approved messaging in scenario 2.
The best response to a negative review is one that is personalized to the experience.

19. MEASUREMENT & REPORTING
SOCIAL NETWORK URL FOLLOWER
COUNT
AVERAGE WEEKLY
ACTIVITY
AVERAGE
ENGAGEMENT RATE
#interactions/ reach
Twitter https://twitter.com/Starbucks
11.7M
+10% growth
12 posts per week
+75% increase 4%
Facebook https://www.facebook.com/Starbucks/
36.4M
+10% growth
5 posts per week
+50% increase 3.7%
Instagram https://www.instagram.com/starbucks/
11.4M
+12% growth
7 posts per week
+50% increase
Average interactions
per post = 500
LinkedIn
https://www.linkedin.com/company-
beta/2271?pathWildcard=2271
722,832
+5% growth
4 posts per week
+ 20% increase 5.0%
Data as of October 2016
QUANTITATIVE KPIs
Social Network Data
• We have already reached and continue to exceed our objective of increasing our Tweets by
40% in 6 month with a 75% increase in 3.
• #ageless hashtag performance is showing a marked increase in engagement in our targeted
demographics.

20. MEASUREMENT & REPORTING
SOURCE VOLUME % OF OVERALL
TRAFFIC
CONVERSION RATE
Twitter
10000 unique visits
+ 12% growth 13% 2.0%
Facebook
17000 unique visits
+ 8% growth 29% 1.50%
Instagram NO DATA NO DATA NO DATA
LinkedIn
15000 unique visits
+ 8% growth 18% 2%
November 2015 - January 2016Website Traffic Sources Assessment
• #ageless hashtag performance in both Facebook and Twitter is the key change in
our growth increase of unique visits.
QUANTITATIVE KPIs

21. MEASUREMENT & REPORTING
QUALITATIVE KPIs
Sentiment Analysis
Sentiment Analysis reflects interactions on 500 Facebook posts, 500 Tweets and 200
Instagram posts.
• Customer interactions are showing a marked increase in positive engagements in reference
to the #ageless hashtag.
• Most negative sentiment is responded to by other customers with their positive
endorsements.

22. MEASUREMENT & REPORTING
Proposed Action Items
• Propose to increase number of #ageless promoted Facebook posts and pinned
Tweets.
• Increase number of community partner videos using the #ageless branding and
use when increasing further paid content boosts.