Project 1: Social Media Strategy

STARBUCKSCOFFEECarolynLee9/27/16PUR3622Project1:SocialMediaStrategy

TableofContentsExecutiveSummary– 3

SocialMediaAudit

SocialMediaAssessment– 4

WebTrafficAssessment– 5

AudienceDemographicsAssessment– 6

CompetitorAssessment– 7

SocialMediaObjectives– 8

OnlineBrandPersonaandVoice– 10

StrategiesandTools– 11

TimingandKeyDates– 12

SocialMediaRolesandResponsibilities– 13

SocialMediaPolicy– 14

CriticalResponsePlan– 15

MeasurementandReportingResults– 16-19

ExecutiveSummaryOurmajorgoalfor2016istogeneratetrafficamongmillennials

throughtheuseofsocialmedia.Thefocusistocreateandgrowrelationshipswithmillennials

followersbysharingengagingcontent.

Strategies:■ Postengagingandrelevantcontentthatappealstotargetdemographic.■ Buildrelationshipwithcustomerbyofferingcustomerserviceandupdates.

Audit:SocialMediaAssessmentDataasofJune1,2016

ThehighestnumberofinteractionsperpostoccursonInstagramwhilehavingtheleastamountoffollowers.Facebookalsohasahighinteractionrating.

SocialNetwork URL FollowerCount Avg.WeeklyActivity

Avg.EngagementRate

(interaction/reach)Facebook https://www.facebook.com/St

arbucks/36,450,454 7postsper week 5.5%

Twitter https://twitter.com/Starbucks 11.8million 5postsperweek 3.5%

Instagram https://www.instagram.com/starbucks/

11.5million 8postsperweek 7%

Audit:WebsiteTrafficAssessmentTimeframe:Monthlyaverage,January2016toJune2016

Instagramdrivesthemosttrafficoutofthethreesocialnetworks.Facebookhasthehighestconversionrate,withTwitterslightlybehind.

Source Volume PercentageofOverallTraffic ConversionRate

Facebook 35,000 uniquevisits 18% 10%

Twitter 32,000 uniquevisits 12% 8%

Instagram 43,000uniquevisits 25% 2.5%

Audit:AudienceDemographicsAssessmentTimeframe:Monthlyaverage,January2016toJune2016

AmajorityofStarbucksaudiencearefemalesandinthe18-30agegroup.InstagramandFacebookaretheircoresocialnetworks.

AgeDistribution GenderDistribution

PrimarySocialNetwork

SecondarySocialNetwork PrimaryNeed SecondaryNeed

65%18-30 80%Female20%male

Instagram Twitter Coffeebeforeschool/work

Coffeeforsocialmediapicture

15%31-40 70%Female30%Male

Facebook Twitter Coffeebeforework

10%41-55 95%Female5%Male

Twitter Facebook Coffeebeforework

10%56-80 100%Female Facebook Instagram Daily habit

Audit:CompetitorAssessment

DunkinDonutsisthebiggestthreat.Starbucksshouldpostmorevideocontent.

CompetitorName Social MediaProfile Strengths Weaknesses

DunkinDonuts Instagram:DunkinDonuts More videoposts,variedposts,andpostswithbrandlogo

Posts lessoften

Caribou Coffee Facebook:CaribouCoffee More posts Most picturepostsdonothavebrandlogo

McDonald’sMcCafe Twitter: McCafe Branded#McCafe Less Tweets,followers,andlikes

SocialMediaObjectivesThesocialmediastrategyfor2016istocreateandgrowrelationshipswithmillennials

followersbysharingengagingcontent.

Somespecificobjectivesinclude:1. Increasefollowersonsocialmediachannels(Facebook,Twitter,Instagram)by15%by

January2017.a. Increaseuseofbrandhashtagsacrossallsocialmedianetworks

2. Increasevideo/visualcontentonallsocialmediachannelsby35%byJanuary2017.3. Increasethenumberofcomments/likes/sharesonpostsby10%byJanuary2017.

a. Replytocommentsquicker,listenandengagewithusers

SocialMediaObjectives

OnlineBrandPersonaandVoiceAdjectivesthatdescribeourbrand:■ Green■ Festive■ Artsy

Wheninteractingwithcustomersweare:■ Friendly■ Helpful■ Timely

StrategiesandToolsPaid:EveryTuesdayandFridayboostpopularorganicFacebookandTwitterposts.The

postmusthaveaminimumorganicreachof2,000,aswellasaminimumof500likesor50comments.

Owned:Launchthereuseof#RedCupArttogetcustomerstocreatetheirowndesignontheirStarbuckscups.Encouragecustomerstoshareonsocialmedianetworks.Minimumof5shoutoutstofollowercontent.Promotehashtagacrossallsocialnetworksandinstores.

Earned:Partnerupwithlocalartiststocomeupwithnewdesignsforonlinepostsandproducts.

Tools:■ ApprovedTools:Hootsuite,Buffer■ RejectedTools:N/A■ ExistingSubscriptions/Licenses:Photoshop,Vimeo

TimingandKeyDates

HolidayDates:■ NewYear’s■ Valentine’sDay■ St.Patrick’sDay■ Mother’sDay■ Father’sDay■ IndependenceDay■ Halloween■ Christmas

InternalEvents:■ WeekendConcertsfeaturinglocal

artists/bandsEvents■ HappyHourWeekendEvents

ReportingDates:■ Reportingwilloccuroncequarterlyin

February,May,AugustandNovember.

SocialMediaRolesandResponsibilitiesDirectorofGlobalSocialMedia– StephanieMarxDirectorofGlobalDigitalMarketing– AlexandraWheelerVPofGlobalDigitalEngagement– RyanTurner

SupportingSocialMediaTeamMembersKellyBroili (SocialMediaGroupManager)BradfordBarker(BrandManager,Digital&Loyalty)

SocialMediaPolicySocialmediaplaysanessentialanddailyroleinStarbucksCoffee.Weuseittointeract

andbuildrelationshipswithcustomersandpartners.Ourguidelinesregardingrespectandcourtesyarethesameonlineasinstores.

Hereareseveralguidelines:■ Berespectfulandpolite.■ Sharetimelyinformation.■ Respondtocommentsandpostsinapositivemanner.■ Don’ttalkaboutcompetitors.

Itisextremelyimportantforusasacompanythatemployeesusesocialmediaappropriately.Violatinganyguidelinesmayresultincorrectiveactionortermination.PleasecontactyoursupervisororHRteammembersregardinganyquestionsorconcerns.

CriticalResponsePlanScenario1 – InappropriatePostonanysocialmedianetworks (Twitter,Instagram,

Facebook)ActionPlan1. Whenpostisdetected:Takeascreenshot,Deletepost,andInformdirectororsupervisor.2. Meetingamongmanagerstoanalyzesituationandevaluatebestcourseofaction.3. Anyfollowupcontact,mediaorpublic,willbedealtwithbymanagers.4. Managerswillsitdownwiththeemployeeresponsibletoassessanddevelopdisciplinaryactionif

required.Nopre-approvedmessaginginthisscenario.

Scenario2 – InaccurateInformationonContentPostActionPlan1. Wheninaccurateinformationisdetected:Takeascreenshot,Deletepost,andInformdirectoror

supervisor.2. Meetingamongmanagerstoanalyzesituationandevaluatebestcourseofaction.3. Anyfollowupcontact,mediaorpublic,willbedealtwithbymanagers.4. Onlypostcontentafterreceivingauthorizationfrommanager.Nopre-approvedmessaginginthisscenario.

MeasurementandReportingResults:WebsiteTraffic

QuantitativeKPIsReportingPeriod:3monthsDataasofAugust1,2016

WebsiteTrafficSourcesAssessmentTimeframe:Monthlyaverage,May2016toAugust2016

Source Volume Percentage ofOverallTraffic

ConversionRate

Facebook 37,450uniquevisits+7%growth

20% 10%

Twitter 35,200uniquevisits+10% growth

15% 8%

Instagram 49,020uniquevisits+14%growth

30% 2.5%

MeasurementandReportingResults:SocialNetwork

Source URL FollowerCount Avg.WeeklyActivity Avg. EngagementRate

Facebook https://www.facebook.com/Starbucks/

39,366,490+ 8%growth

11postsperweek+150%increase

6%

Twitter https://twitter.com/Starbucks

13.2 million+12%growth


4.5%

Instagram tps://www.instagram.com/starbucks/

13.3million+16%growth


7%

MeasurementandReporting:SocialNetworkData(cont.)

■ Increasedfollowercountsandcontentpostsonallsocialmedianetworks.■ BothFacebookandTwitterfollowingincreasedandareonetrackof15%increase

(Facebook8%growth/Twitter12%growth).Instagramfollowingincreasedandmetobjectiveofmorethan15%(16%growth).

■ FacebookandTwitterchannelsincreasingvideo/visualcontentbymorethan35%(Facebook150%growth/Twitter50%growth).Instagramisontrackwith25%growth.

#RedCupArtHashtagPerformance:■ BetweenJune1,2016andOctober1,2016thehashtagwasmentioned4,000times

onTwitter,4,500timesonInstagram,and3,750timesonFacebook.■ 50Instagrampostspublishedwith#RedCupArtproducedhighermorecomment

interactions,generallyinvolvinguserstaggingtheirfriendsincomments.

MeasurementandReporting:SocialNetworkData(cont.)

QualitativeKPIs(SentimentAnalysisusinginteractionson100Facebookposts,100Instagrampostsand100Tweets):■ Greatamountofpositivesentimentfromcustomersinvolvingphotopostsshowing

theircreativityandcommentscomplimentingin-storeservice.■ Negativecommentscomefromcomplaintsonthelackofnewproductsorthepricing

ofproducts.

ProposedActionItems:■ Continue#RedCupArtEvent■ Consideracampaigntogift25giftcardstosocialmediafollowers/winnerstoevents

Education

Project 1: Social Media Strategy