2. Table of Contents
Executive Summary…………………………………. Slide 3
Social Media Audit……………………………….…Slides 4-7
Social Media Objectives…………………………..Slides 8-10
Online Brand Persona and Voice…………………Slides 11-13
Strategies and Tools………………………………. Slides 14-17
Key Dates and Timing…………………………….. Slides 18-19
Social Media Roles and Responsibilities………..Slide 20
Social Media Policy…………………………………Slides 21-22
Critical Response Plan…………………………….Slide 23-24
Measurement and Reporting Results…………….Slide 25-26
3. Executive Summary
• Starbucks major social media priorities for 2016 will be to grow Starbucks’ online following and community
• Primary Focus: To drive sales by encouraging traffic on our social media platforms with creative and unique content
that will nurture relationships with our customers
• Two social media strategies will support this objective:
• 1) Increase the volume of content we publish to our social platforms.
• 2) Encourage sharing and posting of the content to create noise
8. Social Media Objectives
Overall Business Goals:
In 2016, Starbuck’s social media strategy will be to support revenue goals by driving traffic to our social media channels via video content
and an emphasis on interaction within these channels.
SOCIAL MEDIA OBJECTIVES TO SUPPORT BUSINESS GOALS:
To Increase unique visitors to website by 30 % in 6 months via:
1. Increase brand awareness through 40% more video content on Facebook
2. Engage and respond 30% more often to consumer’s comments on Facebook and Twitter
3. Engage consumers through visual strategies on Instagram in order to produce 20% more “likes”
9. Social Media Objectives
Quantitative KPI’s:
1. Number of unique visitors from Facebook, Twitter and Instagram
2. Number of Instagram likes
3. Number of weekly original video posts on Facebook
Qualitative KPI’s
1. Sentiment analysis of comments on Facebook, Instagram and Twitter
2. Response and engagement of Starbucks on Twitter and Facebook
Key Supporting Messages: (Focusing on the Fall/Winter season for the next 6 months)
1. Starbuck’s seasonal flavors warms your heart, warms your soul
2. The Spice of Life
3. The essential coffee for Fall and Winter 2016
10. Online Brand Persona and
Voice
Adjectives that describe our brand:
High-
Quality
Innovative
Superior
Good
Taste
Trendy
International
Friendly
11. Examples of Brand Voice in
Social Media Interactions
TWITTER:
#CurrentFallMood coincides
with coziness and homey-ness adjectives.
12. Examples of Brand Voice in
Social Media Interactions
INSTAGRAM:
Trendy post (Nail polish, shoes,
accessories and strategically
placed leaves)
13. Examples of Brand Voice in
Social Media Interactions
FACEBOOK:
Starbucks has seen an extremely rude
comment and criticism but chooses to be classy
and friendly and responds appropriately.
14. Strategies & Tools: Paid
1. Starbucks will use Facebook Ads
every Monday to promote their most
recent and popular video content of
that week. In this way, throughout the
long work-week consumers will have
access to, awareness of, and hopefully
an attitude and behavior change toward
buying Starbucks products. The post
must have an organic reach of 3,000.
15. Strategies & Tools: Owned
Introduce the use of
#CurrentFallMood to Starbucks
Facebook, Instagram and Twitter
posts. Encourage adoption of
customers to post their “current fall
mood,” and then Starbucks will have
the oppurtunity to engage and
respond to customers. Starbucks will
retweet a user-generated Twitter post
once per week.
2. At stores across the U.S. (since this
is where it is fall / winter right now),
have signs at the kiosk encouraging
customers to share a picture of the item
they just bought with the
#CurrentFallMood hashtag on their own
social media networks to generate
traffic. Monitor platforms to see if the
signs at Starbucks counters are
generating at least 2,000 user-
generated posts per week.
16. Strategies & Tools: Earned
1. Through the use of the
#CurrentFallMood hashtag, Starbucks will
have earned media on Twitter, Instagram,
Facebook and hopefully Snapchat.
People, especially young-adults and
women, continuously share “trendy”
pictures of their coffee. Hopefully this
trend will catch on to these platforms to
drive traffic and generate sales for
Starbucks. Starbucks will direct message
10 people per week who use this hashtag
with a “free large coffee” discount.
2.Capture a story on video of how
Starbucks coffee gets the average
person, an army officer, a CEO, a
construction worker, a couple on their
wedding day and someone going
through grief through their day. The
media will then pick this story up and run
with it.
18. Key Dates and Timing
KEY DATES:
Halloween
Thanksgiving
Black Friday
Small Business Saturday /
Cyber Monday
Hanukkah
Christmas
New Year’s Eve and Day
Valentine’s Day
Internal Events:
“Upstanders:” first original
content serious that aims to
inspire Americans to
engage in acts of
compassion, citizenship
and civility
Date of Upstanders is
usually weekly, TBD by
producer and CEO
19. Key Dates and Timing
LEAD TIMES:
Need to think about Holiday content and
key dates 4 weeks in advance in order to
develop content on time.
REPORTING DATES:
Reporting will occur once every three
months, starting January 15th
20. Social Media Roles & Responsibilities
• Global Social Media Director: Stephanie Marx
Responsibilities:
• Lead the social media team—provide thought leadership
and strategic voice for the social media strategy and
community management teams who are responsible for the
day-to-day social media execution.
•Coach our international markets, teams across the
organization and agency partners to immerse them in our
social media strategy and best practices.
•Partner with the Creative Director to provide guidance,
oversight and approval to our social creative teams on the
development of our social content.
•Manage social listening, metrics and monthly scorecard;
communicate social insights across the digital marketing
organization and cross-functionally.
• Collaborate with Public Affairs, Marketing and Customer
Care to develop social media narratives, communications
and response plans in support of brand initiatives and issues
management.
•Director of Global Digital Marketing: Alexandra Wheeler
•Responsibilities:
Led digital marketing campaign strategy and planning.
Responsible for digital insights and analytics.
Responsible for digital ad tech strategy.
•Executive VP: Chief Technology Officer: Gerri Martin-Flickinger
Responsibilities:
Gerri leads the global Information Technology function and plays a key role
in shaping the technology agenda across the Starbucks business.
•Director of Global Social Media and Digital Creative: Ryan
Turner
Responsibilities:
Built and led the Starbucks social media practice as it evolved from a lead
market model to a global shared services model; from low-fidelity internal
creative to fully integrated, high-end internal and agency creative
expression; from retrospective reporting of ad hoc metrics to full-fledged
insights development and performance accountability; and from promotion-
driven content planning to multi-threaded, evergreen brand storytelling.
•Social Media Manager: Kelly Broili
•Responsibilities:
• Lead a team of community managers responsible for content, media,
execution and relationship management across all social channels for
Starbucks, Evolution Fresh, Frappuccino and Teavana.
• Launched Starbucks presence on Pinterest. Help drive ongoing strategy
and manage day to day global execution.
• Contribute and execute against marketing plans, digital strategies and
campaigns. Partner across brands, functions and markets to ensure all
are well informed and receive the right level of exposure across our social
channels.
• Partner closely with global teams to drive standardized communities of
practice for social worldwide.
• Drive close collaboration with public affairs and customer support teams
to maintain close alignment around company announcements, crisis
communications and FAQs.
• Manage 3rd party social media tools and vendor relationships -
evaluation through execution.
21. Social Media Policy
Social Media Guidelines to demonstrate best
practices, ethics and etiquette:
•Handle criticism with grace and respect
•Politeness
•Kindness
•Helpfulness
•Encourage
•Show excitement
•Have class
•Be friendly
•Share your passion
•Work comes first
•Mike it yours
•Truth be told
•The world is getting smaller
•Be safe
•The internet does not have a “delete” key
•We can work it out
DO NOT:
• Be rude
• Fight back
• Belittle a person or the competition
• Be negative about the Starbucks
company and products
• Don’t use other people’s stuff
• Don’t give out personal info about
customers or other partners
• Don’t distribute or share future
actives, trade secrets, internal
reports, etc.
• Don’t distribute financial information
• Don’t bully others
• DOn’t create social media accounts
using Starbucks brand to
communicate with customers on
behalf of the company
22. Social Media Policy
Starbuck’s mission statement centers around the ideas “to inspire and
nurture the human spirit- one person, one cup and one neighborhood at a
time.”
Starbucks is serious about the our social media strategies relating to our
mission statement. Social media and our accounts must be taken
seriously by ALL employees. Starbucks social media issue will result in
corrective action, up to and including punishment, suspension and
termination. Starbucks reserves the right to use legal action if necessary.
Please contact the social media team for questions about how to use
Starbucks social media accounts.
23. Critical Response Plan:
Scenario One
• Scenario: Inappropriate post or response to a comment on one of Starbucks social media platforms
• Action Plan:
Step 1: When inappropriate post or response is detected…. take screenshot
Step 2: Delete comment or post
Step 3: Alert SM Director. If unavailable, alert SM manager.
Step 4: Gather SM team. Assess reach of comment or post, assess severity of damage to company brand, evaluate further action.
Step 5: SM team will set up and distribute apology, will accept responsibility. Wil reiterate that Starbucks does NOT condone such action,
and further action will be taken upon the employee who committed the comment or post.
Step 6: If post or comment has gone viral, and a crisis commences, get in-house PR team involved. Director and Manager must be
available at all times to handle media.
Step 7: Take necessary disciplinary action on guilty employee.
Pre-Approved Messaging: Pre-approved messaging will vary depending on the severity, reach and outrage over the post or comment. Will
be determined by SM director and manager.
24. Critical Response Plan:
Scenario Two
Scenario: Unsanitary factors found in a retail store or company product,
backlash on social media from consumers
Action Plan:
Step 1: When unsanitary factors are discovered and backlash begins on
social media, Alert SM Director, Marketing Director and SM Manager.
Step 2: Gather SM team. Assess severity of critical response from public.
Step 3: Draft press release and Twitter response.
Step 4: Set up apology if necessary, or take responsibility. State that not
much is known at the time, but upon further investigation, a full report will
be released to the public.
Step 5: SM team with Director as lead will post updates at least twice a
day on Twitter to update public about evolving situation. Marketing
director will concur with posts.
Step 6: Once source of problem is identified, SM director will release on
social media the corrective steps Starbucks will take to prevent this.
Starbucks will have to campaign on social media to prove they are taking
corrective action and will prevent this in the future.
Pre-Approved Messaging:
Press Release or Facebook:
“An (incident or factor) regarding hygiene has
been recognized in (the given situation city,
etc…). Starbucks is working around the clock
to figure out what exactly has happened in
this situation. Starbucks will be sure to keep
the public in the loop and aware of the
situation as it unfolds. At this time, all we
know is (…TBD depending on situation..), and
we will investigate thoroughly.”
Twitter: “(..Depending on situation..) has
occurred. We are currently investigating into
further details. We will keep the public posted
as soon as we know more.”
26. Measurement and Reporting
Results
Results Assessment:
One of our Social Media Objectives was to
raise Facebook “likes” 30%, which we
completed successfully. Starbucks also
wanted to grow engagement on Facebook,
which we did through video content. On
Instagram, through video and more creative
visual content Starbucks was able to meet
the goal of a 20% increase in followers as
well. On Twitter, Starbuck’s engagement did
not reach our goal of 30% increased
engagement, so the follower count was only
half of what we had expected. We were
particularly proud of the website traffic data
results. We found that because our video
content was so engaging, the overall traffic
increased expansively, especially for
Facebook.
Sentiment Analysis:
Not only did our followers interact positively with
Starbucks more through the use of our
#CurrentFallMood hashtag on Twitter and Facebook,
our followers shared more visual content they found
favorable on Instagram and Facebook. This generated
traffic to our website and also increased sales. We
even found that many customers shared pictures of
our products and seasonal snacks and beverages on
Snapchat.
We suggest future action should be taken to sustain
video content on Facebook and Instagram, and keep
attempting to engage and respond to customers on
Twitter. We hope that more measurable analysis of
Snapchat will become prevalent in the future, and we
hope to create a Snapchat geotag for Starbucks on
specific holidays, specifically referencing pumpkin
spice and candy-cane flavored products for the
upcoming season.
