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Starbucks Social Media Strategy

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Taylor Behren

The document outlines Starbucks' social media strategy. It analyzes their current social media presence, including highest follower counts on Facebook and most engagement on Instagram. It identifies objectives like increasing engagement and followers. The strategy involves paid, owned and earned approaches like boosting Instagram posts, creating hashtags, and partnering with influencers. Metrics, roles, policies, and response plans are also covered to measure and guide the social media program.

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STARBUCKS SOCIAL MEDIA STRATEGY TAYLOR BEHREN OCTOBER 2, 2016
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 Measurement and Reporting Results
EXECUTIVE SUMMARY Our major social media priorities for 2016 will be to increase consumer engagement and expand it to a wider a target.
SOCIAL MEDIA ASSESSMENT Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/Starbucks/ 36,445,754 5 posts per week 7% Instagram https://www.instag ram.com/starbuck s/ 11,500,000 7 posts per week 4.7% YouTube https://www.youtu be.com/user/Starb ucks/featured 110,918 2 post per week 2.5% Twitter https://twitter.com /Starbucks 11,700,000 6 post per week 5% Assessment summary: Starbucks has the most followers on Facebook, but they post more on Instagram. They should most the post where they have the most followers.
WEBSITE TRAFFIC SOURCES ASSESSMENT Site Volume Percentage of Overall Traffic Conversion Rate Facebook 800,000 36% 11% Instagram 600,000 27% 8.7% YouTube 250,000 14% 3% Twitter 650,000 29% 9.2% Assessment summary: The social network that drives the most traffic is Facebook and they have the highest conversion rate.
AUDIENCE DEMOGRAPHICS ASSESSMENT Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 65% 18-30 70% Female 30% Male Instagram Twitter Boost of energy before they start their day Keep them help so they can spend the night studying 20% 31-40 60% Female 40% Male Twitter Instagram Habitual activity to get coffee Addiction to the caffeine and the taste 10% 41-55 55% Female 45% Male Facebook Twitter Socially get coffee with their friends Stress reliever 5% 56-80 50% Female 50% Male Facebook Youtube Helps mental and physical health Nice follow up after a meal Assessment summary: The most popular group that are Starbucks target are the people ages 18-30. Out of all the age groups, for three of them the most popular gender is female.
COMPETITOR ASSESSMENT Competitor Name Social Media Profile Strengths Weaknesses Dunkin Donuts FB: https://www.facebook.c om/DunkinDonutsUS It’s cost effective, good quality with reasonable prices Top donut chain and focusses too much on their donuts and less on the coffee McDonalds FB: https://www.facebook.c om/McDonaldsUS It’s convenient and faster and cheap Associated with unhealthy fast food restaurant Assessment summary: These might be the top two competitors for Starbucks will remain the industry leader. McDonald's is focused on their fast food and Dunkin Donuts is focused on their donuts. Starbucks specialty is coffee and that is why they will remain on top.
SOCIAL MEDIA OBJECTIVES Overall business goals: The overall business goal would be to increase engagement in social media through all networks and aim targets at every group. Social media objectives to support business goals: 1. Increase engagement on Facebook by posting 1 Facebook Live videos every 2 weeks. 2. Increase audience and followers who engage by 10% or greater in the next 3 months 3. Increase the number of likes each Instagram post gets by 5% in the next month. KPIs 1. Number of YouTube followers 2. Number of Live engagement posts 3. Number of likes per post Key Message: o Best coffee in town o Delicious tastes and great social experience
ONLINE BRAND PERSONA AND VOICE o Adjectives that describe our brand: o Trendy o Homey o Original o Soothing o Refreshing • When interacting with customers we are: o Helpful o Sociable o Hard-working o Friendly
STRATEGIES AND TOOLS Paid: 1. Once a week every morning boost Instagram posts to bring in customers for an early morning advertisement to bring customers in. 2. The post should have a minimum organic reach of 60, with a minimum of 200,000 likes and 500 comments. Owned 1. Create a hashtag such as #smilesforstarbucks to all social media accounts. 2. When a customer arrives at a Starbucks mention the hashtag and encourage them to post a smile with a Starbucks coffee with the hashtag #smiles for Starbucks to spread the word. Earned 1. Monitor Twitter keywords and terms: coffee, ice coffee, latte, Frappuccino, mocha, brew. 2. Partner with 10 famous actors and actresses to have them influence and encourage to by Starbucks. Tools: Approved - Buffer - Hootsuite Rejected N/A Existing Subscriptions/license InDesign Photoshop
TIMING AND KEY DATES Holiday Dates o Christmas o New Years o Valentines Day o National Coffee Day Internal events o National Coffee Day o September 29th o Campus Redevelopment Day o April 19th Reporting Dates o January 21st o March 21st o June 21st o October 21st
SOCIAL MEDIA ROLES AND RESPONSIBILITIES Global Chief Marketing Director: Sharon Rothstein Responsibilities: leads the creation of the brand narrative, marketing initiatives, creative expressions, advertising and key business partnerships. Senior vice president of Marketing: Brady Brewer Responsibilities: leads brand strategy, marketing communications, product and digital innovation, also introduces millions of new customers to the experience and values of Starbucks. Senior vice president of category and integrated marketing: Katie Seawell Responsibilities: leads day-to-day management and innovations, and drives the marketing strategy with the loyalty and creative teams.
SOCIAL MEDIA POLICY Moments of connection - that’s our promise. And we bring that promise to life every day in unique and special ways. These Guidelines are to help you do the right thing when connecting in social media. They’re important and are based on our Global Social Media Standard, which also applies to you. Let’s celebrate and share in social media what it means #tobeapartner – with each other, our customers and the world - in ways only partners can! (http://globalassets.starbucks.com/assets/731ee25a5fd245e1902c91adeb77135f.pdf) o Take the high road o Make it yours o Share your passion o Work comes first o Be safe o Don’t bully others o Don’t use other people’s stuff o Don’t distribute financial information o Don’t create social media accounts using Starbucks
CRITICAL RESPONSE PLAN Scenario One: Inappropriate post on social media Action Steps: Direct message the person who posted that and tell them why it’s wrong and ask to kindly take it down. Pre-approved messaging: No pre-approved messaging for this scenario Scenario Two: Allergic reaction to Starbucks products Action steps: Have the staff alerted and make sure customer is alright. Give them a coupon or something to get them to come back and show that Starbucks is a business that cares. Pre-approved messaging : Facebook: No pre-approved messaging for this scenario
MEASUREMENT AND REPORTING RESULTS WEBSITE TRAFFIC SOURCES ASSESSMENT Site Volume Percentage of Overall Traffic Conversion Rate Facebook 800,400 +10% growth 39% 13% Instagram 600,500 +12% growth 30% 10% YouTube 250,150 +5% growth 15% 4% Twitter 650,200 +7% growth 31% 11% Timeframe: 3 months
MEASUREMENT AND REPORTING RESULTS SOCIAL NETWORK DATA Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/Starbucks/ 36,445,950 +10% growth 7 posts per week +5% increase 9% Instagram https://www.instag ram.com/starbuck s/ 11,500,200 +8% growth 8 posts per week +3% increase 5.3% YouTube https://www.youtu be.com/user/Starb ucks/featured 111,015 +6% growth 4 post per week +6% increase 4% Twitter https://twitter.com /Starbucks 11,700,500 +15% growth 7 post per week +4% increase 6%
SLIDESHARE ACCOUNT LINK AND OPTIMIZATION •http://www.slideshare.net/TaylorBehren

More Related Content

Starbucks Social Media Strategy

  • 1. STARBUCKS SOCIAL MEDIA STRATEGY TAYLOR BEHREN OCTOBER 2, 2016
  • 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 Measurement and Reporting Results
  • 3. EXECUTIVE SUMMARY Our major social media priorities for 2016 will be to increase consumer engagement and expand it to a wider a target.
  • 4. SOCIAL MEDIA ASSESSMENT Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/Starbucks/ 36,445,754 5 posts per week 7% Instagram https://www.instag ram.com/starbuck s/ 11,500,000 7 posts per week 4.7% YouTube https://www.youtu be.com/user/Starb ucks/featured 110,918 2 post per week 2.5% Twitter https://twitter.com /Starbucks 11,700,000 6 post per week 5% Assessment summary: Starbucks has the most followers on Facebook, but they post more on Instagram. They should most the post where they have the most followers.
  • 5. WEBSITE TRAFFIC SOURCES ASSESSMENT Site Volume Percentage of Overall Traffic Conversion Rate Facebook 800,000 36% 11% Instagram 600,000 27% 8.7% YouTube 250,000 14% 3% Twitter 650,000 29% 9.2% Assessment summary: The social network that drives the most traffic is Facebook and they have the highest conversion rate.
  • 6. AUDIENCE DEMOGRAPHICS ASSESSMENT Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 65% 18-30 70% Female 30% Male Instagram Twitter Boost of energy before they start their day Keep them help so they can spend the night studying 20% 31-40 60% Female 40% Male Twitter Instagram Habitual activity to get coffee Addiction to the caffeine and the taste 10% 41-55 55% Female 45% Male Facebook Twitter Socially get coffee with their friends Stress reliever 5% 56-80 50% Female 50% Male Facebook Youtube Helps mental and physical health Nice follow up after a meal Assessment summary: The most popular group that are Starbucks target are the people ages 18-30. Out of all the age groups, for three of them the most popular gender is female.
  • 7. COMPETITOR ASSESSMENT Competitor Name Social Media Profile Strengths Weaknesses Dunkin Donuts FB: https://www.facebook.c om/DunkinDonutsUS It’s cost effective, good quality with reasonable prices Top donut chain and focusses too much on their donuts and less on the coffee McDonalds FB: https://www.facebook.c om/McDonaldsUS It’s convenient and faster and cheap Associated with unhealthy fast food restaurant Assessment summary: These might be the top two competitors for Starbucks will remain the industry leader. McDonald's is focused on their fast food and Dunkin Donuts is focused on their donuts. Starbucks specialty is coffee and that is why they will remain on top.
  • 8. SOCIAL MEDIA OBJECTIVES Overall business goals: The overall business goal would be to increase engagement in social media through all networks and aim targets at every group. Social media objectives to support business goals: 1. Increase engagement on Facebook by posting 1 Facebook Live videos every 2 weeks. 2. Increase audience and followers who engage by 10% or greater in the next 3 months 3. Increase the number of likes each Instagram post gets by 5% in the next month. KPIs 1. Number of YouTube followers 2. Number of Live engagement posts 3. Number of likes per post Key Message: o Best coffee in town o Delicious tastes and great social experience
  • 9. ONLINE BRAND PERSONA AND VOICE o Adjectives that describe our brand: o Trendy o Homey o Original o Soothing o Refreshing • When interacting with customers we are: o Helpful o Sociable o Hard-working o Friendly
  • 10. STRATEGIES AND TOOLS Paid: 1. Once a week every morning boost Instagram posts to bring in customers for an early morning advertisement to bring customers in. 2. The post should have a minimum organic reach of 60, with a minimum of 200,000 likes and 500 comments. Owned 1. Create a hashtag such as #smilesforstarbucks to all social media accounts. 2. When a customer arrives at a Starbucks mention the hashtag and encourage them to post a smile with a Starbucks coffee with the hashtag #smiles for Starbucks to spread the word. Earned 1. Monitor Twitter keywords and terms: coffee, ice coffee, latte, Frappuccino, mocha, brew. 2. Partner with 10 famous actors and actresses to have them influence and encourage to by Starbucks. Tools: Approved - Buffer - Hootsuite Rejected N/A Existing Subscriptions/license InDesign Photoshop
  • 11. TIMING AND KEY DATES Holiday Dates o Christmas o New Years o Valentines Day o National Coffee Day Internal events o National Coffee Day o September 29th o Campus Redevelopment Day o April 19th Reporting Dates o January 21st o March 21st o June 21st o October 21st
  • 12. SOCIAL MEDIA ROLES AND RESPONSIBILITIES Global Chief Marketing Director: Sharon Rothstein Responsibilities: leads the creation of the brand narrative, marketing initiatives, creative expressions, advertising and key business partnerships. Senior vice president of Marketing: Brady Brewer Responsibilities: leads brand strategy, marketing communications, product and digital innovation, also introduces millions of new customers to the experience and values of Starbucks. Senior vice president of category and integrated marketing: Katie Seawell Responsibilities: leads day-to-day management and innovations, and drives the marketing strategy with the loyalty and creative teams.
  • 13. SOCIAL MEDIA POLICY Moments of connection - that’s our promise. And we bring that promise to life every day in unique and special ways. These Guidelines are to help you do the right thing when connecting in social media. They’re important and are based on our Global Social Media Standard, which also applies to you. Let’s celebrate and share in social media what it means #tobeapartner – with each other, our customers and the world - in ways only partners can! (http://globalassets.starbucks.com/assets/731ee25a5fd245e1902c91adeb77135f.pdf) o Take the high road o Make it yours o Share your passion o Work comes first o Be safe o Don’t bully others o Don’t use other people’s stuff o Don’t distribute financial information o Don’t create social media accounts using Starbucks
  • 14. CRITICAL RESPONSE PLAN Scenario One: Inappropriate post on social media Action Steps: Direct message the person who posted that and tell them why it’s wrong and ask to kindly take it down. Pre-approved messaging: No pre-approved messaging for this scenario Scenario Two: Allergic reaction to Starbucks products Action steps: Have the staff alerted and make sure customer is alright. Give them a coupon or something to get them to come back and show that Starbucks is a business that cares. Pre-approved messaging : Facebook: No pre-approved messaging for this scenario
  • 15. MEASUREMENT AND REPORTING RESULTS WEBSITE TRAFFIC SOURCES ASSESSMENT Site Volume Percentage of Overall Traffic Conversion Rate Facebook 800,400 +10% growth 39% 13% Instagram 600,500 +12% growth 30% 10% YouTube 250,150 +5% growth 15% 4% Twitter 650,200 +7% growth 31% 11% Timeframe: 3 months
  • 16. MEASUREMENT AND REPORTING RESULTS SOCIAL NETWORK DATA Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/Starbucks/ 36,445,950 +10% growth 7 posts per week +5% increase 9% Instagram https://www.instag ram.com/starbuck s/ 11,500,200 +8% growth 8 posts per week +3% increase 5.3% YouTube https://www.youtu be.com/user/Starb ucks/featured 111,015 +6% growth 4 post per week +6% increase 4% Twitter https://twitter.com /Starbucks 11,700,500 +15% growth 7 post per week +4% increase 6%
  • 17. SLIDESHARE ACCOUNT LINK AND OPTIMIZATION •http://www.slideshare.net/TaylorBehren