A mock social media strategy for Starbucks Coffee for my Social Media Management class at the University of Florida. Includes KPI's, demographics, goals, traffic sources,online persona and voice and more.

1. Starbucks
Social Media Strategy
By Carrie Smith

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a) Social Media Assessment
b) Traffic Sources Assessment
c) Consumer Demographics Assessment
d) Competitor Assessment
3. Social Media Objectives
4. Online 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. Measuring and Reporting Results
a) Quantitative KPI’s
b) Qualitative KPI’s
c) Proposed Action Items

3. Executive Summary
Our major social media priority for 2016 will be
to increase engagement with our followers.
The primary focus will be to increase
engagement rates across all platforms in order to
drive traffic into our stores.
Two major strategies to support this objective
are:
1. Share more images and increase frequency of
Facebook posts, and boosting those with over
250,000 likes or maximum reach
2. Increase mentions of our brand on Twitter
through promoting hashtags unique to our
brand

4. Social Media Audit
Social Media Assessment: June 2016
Social
Network URL
Follower
Count
Average
Weekly Activity
Average
Engagement
Rate
Facebook
https://www.facebook.com/
Starbucks/?fref=ts 36 million 10 posts 35%
Twitter
https://twitter.com/Starbuc
ks 11.7 million 12 posts 15%
Instagram
https://www.instagram.com
/starbucks/ 11.5 million 7 posts 20%
LinkedIn
https://www.linkedin.com/c
ompany/starbucks 725,937 1 post 5%
At this point in time, the highest number of interactions per post occurs on Facebook. Little
interaction occurs on LinkedIn and Starbucks should consider allocating their time and
resources to other platforms moving forward.

5. Social Media Audit
Traffic Sources Assessment: June 2016
Source Volume
% of Overall
Traffic
Conversion
Rate
Facebook 700,000 unique visits 15% 18.00%
Twitter 200,000 unique visits 8% 5%
Instagram 300,000 unique visits 7% 6%
LinkedIn 10,000 unique visits 1% 0.20%
At this point in time, Facebook is the biggest driver of traffic to Starbucks’
website. The conversion rate is slightly higher at 18%.

6. Social Media Audit
Consumer Demographics Assessment
Age
Distributio
n
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network Primary Need Secondary Need
65% 18-30 60% Female
45%
Facebook 50% Facebook
Drinking to stay
alert and be
productive
To treat themselves to
tasty, dessert-like
beverages
20% 31-40 40% Male 20% Twitter 25% Twitter
10% 41-55
35%
Instagram
25%
Instagram
5% 56-80 0% LinkedIn 0% LinkedIn
The majority of the survey participants reside in the 18-30 age group. Their primary social networks
are Facebook and Instagram. Alertness, productivity and taste are the main needs that consumers
seek to satisfy by visiting Starbucks.

7. Social Media Audit
Competitor Assessment
Competitor
Name
Social Media
Profile Strengths Weaknesses
Dunkin'
Donuts
https://twitter.com
/DunkinDonuts
Lots of engagement, retweets and
interacts with many fan posts
Doesn't post a lot of
original content
McCafe
https://twitter.com
/McCafe?lang=en
Posted a lot of photos and original
content, participated in
#NationalCoffeeDay
Has not posted in
almost a year
Both competitors produce a lot of high quality photos on their Twitter accounts, and Dunkin
Donuts interacts with their followers a lot through hashtags and retweets. McCafe has not
been active on their account since 2015 and should not be viewed as a threat on Twitter.

8. Social Media Objectives
Overall Business Goals:
Our main goal will be to
increase engagement rates
among all platforms to
drive traffic into our stores.
Social Media Objectives to
Support Business Goals:
1. Increase Instagram
followers by 250,000 in 6
months
2. Publish twice the
amount of content on
Facebook per week
3. Increase mentions of
brand on Twitter by 20% in
6 months
KPI’s
Quantitative
• Number of Instagram
followers
• Number of picture and video
posts to Facebook
• Number of unique visitors
from Facebook, Twitter, and
Instagram
• Number of twitter mentions
Qualitative
• Sentiment Analysis
Key Supporting Messages
Conserving the environmen
Inspiring stories, Upstande

9. Online Persona and Voice
Adjectives that
describe our brand:
• Inspirational
• Sophisticated
• Fun
• Creative
• Trendy
• Luxurious
Examples of Brand Voice in
Social Media Interactions:
Inspirational Fun, Creative,
Trendy

10. Strategies and Tools
Strategy
Paid
1. Boost Facebook posts with most
involvement, with at least 250,000
likes already.
Owned
1. Introduce #pumpkinspice and select
500 followers who use the hashtag
along side their Instagram post of
their drink and give them a voucher
for a free item.
Earned
1. Develop and influencer/advocate
relationship with 4 celebrities
2. Monitor Twitter for trending topics
and Tweet using those hashtags
Tools
Approved Tools
• Hootsuite
• Buffer
• Mention
Rejected Tools
• N/A
Existing
Subscriptions/Licenses
• Adobe Photoshop

11. Timing and Key Dates
Holidays
• Valentine’s Day
• Fall season
• Halloween
• Exam Weeks
• Christmas
Internal Events
• International Coffee
Day 9-29-2016
Reporting Dates
Reporting will occur
every month on the 1st.

12. Social Media Roles and Responsibilities
• Social Media Director- Stephanie Marx
• Responsibilities: Oversee and approve all
content and interactions, lead the social media
team, partner with creative director to develop
content
• Social Media Manager- Carl Stephens
• Responsibilities: Manages any social media
crisis that arise, ensures deadlines are met
and goals are in progress.
• Social Media Coordinator- Jessica Brown
• Responsibilities: Uploads posts and content to
the various social media platforms, monitors
them and engages with followers.

13. Social Media Policy
As a Starbucks employee you are expected to
demonstrate proper etiquette while using social
media by following these guidelines:
• Be kind and friendly
• Do not use vulgar language
• Be respectful
• Be cooperative and understanding
• Do not slander the competition
• Provide help if needed
• Feel free to promote company campaigns on
your personal accounts

14. Critical Response Plan
• Scenario One- Inappropriate
Tweet sent from @Starbucks
• Action Steps
1. Take screenshot
2. Delete Tweet
3. Alert Social Media Manager
4. Social Media Manager
develops follow up tweet,
director approves
• Pre-Approved Messaging
• Messaging determined by the
nature of the tweet
• Scenario Two- Inappropriate reply to
comment on Facebook
• Action Steps
1. Take screenshot
2. Delete comment
3. Alert Social Media Manager
4. Social Media Manager develops
follow up response for comments and
direct message, director approves
5. Direct message the accounts involved
with an apology
• Pre-Approved Messaging
• Messaging determined by the nature of
the comment

15. Measurement and Reporting Results
Quantitative KPI’s
Social Network Data: Reporting Period: December 2016
Social
Network URL
Follower
Count
Average Weekly
Activity Average Engagement Rate
Facebook
https://www.facebook.com/Starbuc
ks/?fref=ts 37 million 15 posts 40%
Twitter https://twitter.com/Starbucks 11.9 million 20 posts 30%
Instagram
https://www.instagram.com/starbu
cks/ 11.8 million 14 posts 38%
Source Volume
% of Overall
Traffic
Conversion
Rate
Facebook 900,000 unique visits 30% 25%
Twitter 400,000 unique visits 12% 8%
Instagram 350,000 unique visits 15% 9%
Website Traffic Assessment: December 2016
#pumpkinspice Performance
Between August 1st and December 1st, the hashtag was
mentioned 500,000 times on Instagram and 450,000
times on Twitter.
25 Instagram posts containing the hashtag received 30%
more likes.

16. Measurement and Reporting Results
Quantitative KPI’s: Results Assessment
Our Instagram following has grown by 300,000 in the past 6
months exceeding our goal of 250,000. The average interactions
per post have also increased by 18%.
We failed to meet our goal of posting twice the amount of
Facebook content, but we did increase from an average of 10 posts
a week to 15 posts. This most likely occurred due to allocating
more time and resources towards Instagram and Twitter. Twitter
also saw an increase in followers by 200,000.
However, the average engagement rate increased across all
platforms. The #pumpkinspice campaign led to many interactions
with followers on Twitter and Instagram.

17. Measurement and Reporting Results
Qualitative KPI’s
Sentiment Analysis
An analysis of the interactions on 100
Facebook posts, 100 Tweets and 100
Instagram posts revealed the following:
There is an abundance of positive
feedback, comments and replies. These
include sharing photos of their drink as
well as expressing their love for the
company and excitement about specialty
beverages.
The biggest driver of negative sentiment
would be the price of the drinks as well
as the “over-hype” of the pumpkin spice
latte.

18. Proposed Action Items
• Continue #pumpkinspice for
the future Fall season
• Implement a similar hashtag
for winter, such as
#peppermintmocha to attempt
to create another cult favorite
drink.
• Utilize Facebook Live to further
increase engagement with fans
on Facebook