This document provides a social media strategy and audit for Starbucks. The objectives are to grow the online following on social media channels like Instagram, Twitter and Facebook to increase website traffic and support revenue goals. A social media audit found that Instagram has the highest engagement rate. The strategy is to increase content posted across all channels by 30% over 6 months, with a specific campaign using #StarbucksSpringBreakBod on Instagram. Progress will be measured through increased followers and engagement on each channel.

1. Starbucks
Gabriella Provenzano
February 15, 2016

2. Table of Contents
1. Executive Summary
2. Social Media Objectives
a. Social Media Assessment
b. Website Traffic Sources Assessment
c. Audience Demographics Assessment
d. Competitor Assessment
6. Social Media Audit
9. Online Brand Persona & Voice
12. Strategies & Tools
14. Timing & Key Dates
15. Social Media Roles & Responsibilities
16. Social Media Policy
17. Critical Response Plan
19. Measurement & Reporting Results

3. Executive Summary
Our main social media goals for 2016 are to grow
our online following and community.
We are doing this to support and increase our
revenue goals by driving more traffic by using our
various social media channels to build new and
increase existing relationships with customers.
Major strategies include:
1. Increase the amount of content put out
through social media channels.
2. Build new and tighten existing relationships with
customers through channels.
1

4. Social Media Audit
The following is a 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
As of February 17, 2016
2
Social
Network
URL Follower
Count
Average
Weekly Activity
Average
Engagement
Rate
Twitter twitter.com/
Starbucks
11.6
million
8 posts per
week
.012%
Facebook facebook.co
m/
Starbucks/
36,129,
062
2 posts per
week
.006%
Instagram instagram.c
om/
starbucks/
7.7
million
7 posts per
week
.21%
Social Media Assessment: Now, the highest interactions are on Instagram. Little to no is on
Facebook.

5. Social Media Audit Cont.
Website Traffic Sources Assessment
Monthly average, December 2015- January 2016
3
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 50,000 unique
visits
10% 1.5%
Facebook 45,000 unique
visits
7% 2%
Instagram NO DATA NO DATA NO DATA
Traffic Summary: Now, Facebook is the biggest driver to our website. It’s not at large in
Twitter and although it is a big driver, there isn’t information on Instagram at this time.

6. Social Media Audit Cont.
Audience Demographics Assessment
4
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
49% 25-40
40% 18-24
2% 13-17
32% male
68%
female
55%
female
45% male
40%
Instagram
30% Twitter
30%
Facebook
40% Twitter
40%
Instagram
20% Twitter
Thirsty or
hungry.
Want a
place to
relax.
Audience Demographics Summary: The majority at 25-40 year olds who are female. The social
media sites used are very close together.

7. Social Media Audit Cont.
Competitor Assessment
5
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Dunkin Donuts Twitter:
DunkinDonuts
They interact
with customers
by tweeting
back and
retweeting
customer
content.
They don’t have
much visual
content to
showcase their
products.
Competitor Assessment Summary: Although Dunkin Donuts can be seen as a competitor, they
have much less views on their social media and don’t have as much visual content. They do
however interact a lot with their consumers, which drives sales.

8. Social Media Objectives
In 2016, the main focus of our social media strategy
will be to support our revenue goals by driving
more traffic to our various social media channels.
To do this, we will need to increase the amount of
content being created and posted. By doing this,
our relationships with new and current customers
should increase; therefore, increasing revenue.
6
Specific objectives:
1. Increase Instagram followers by 1.5 million in 6 months via:
a. Increased amount of visual content by 30% in 6 months
2. Increase Twitter followers by 1 million in 6 months via:
a. Increased in usage of brand hashtags
b. Increased communication to customers
3. Increase followers on Facebook by 20,000 in 6 months via:
a. Increased usage of visual content with important brand
information

9. Social Media Objectives
Cont.
KPIs
1. Number of unique visitors
from Facebook, Twitter,
and Instagram
2. Number of Instagram followers
3. Number of Twitter followers
4. Number of visual content on all
social media channels
7
Key Messages
• Friendly place to share
memories with friends
• Key place to hang out and
have a good meal

10. Social Media Objectives
Cont.
8
Friends
College students
studying Couples

11. Online Brand Persona &
Voice
Adjectives that describe our
brand:
• Innovative
• Trendy
• Homey
• Friendly
9
When interacting with
customers we are:
• Friendly
• Helpful
• Cheerful

12. Online Brand Persona &
Voice Cont.
10

13. Online Brand Persona &
Voice Cont.
11

14. Strategies & Tools
Paid:
Every 3 days boost most popular Facebook posts to
ensure greater reach. Posts must have a minumum
of 10,00 likes. We want to increase this by 30%.
12
Owned:
Introduce the use of #StarbucksSpringBreakBod to Instagram. This
will encourage user-generated cntent from customers and
followers on Instagram. They will post their own pictures of their
Starbucks drinks on their pages, which we can then sift through and
pick out to post on our own Instagram at least 4 times a week.
Earned:
Monitor Twitter for key words, phrases and hashtags: starbucks,
coffee, coffee date, late, study break, ect.
Reply back to customers who tweet to Twitter account and help as
needed.
Promote any ongoing promotions.

15. Strategies & Tools Cont.
Tools:
Approved Tools:
• Hootsuite
• Buffer
Rejected Tools:
• N/A
Existing
Subscriptions/
Licenses:
• Photoshop
13

16. Timing and Key Dates
Holiday Dates:
• Valentines Day
• St. Patrick's Day
• Easter
• Earth Day
• Mother’s Day
• Memorial Day
• Father’s Day
• Fourth of July
• Labor Day
• Halloween
• Veterans Day
• Thanksgiving
• Christmas
• New Years
14
Reporting Dates:
Reporting will happen once a quarter in
February, May, August and November.

17. Social Media Roles &
Responsibilities
Marketing Director: Sharon Rothstein
Social Media Manager: Ashlee Langholz
15

18. Social Media Policy
Social media is apart of everyone’s lives. It is even more
important and necessary to drive our companies’ goals
and effectively communicate with our customers. As an
employee you must act in a friendly and representative
manner, as you are representing our brand on and off
the brand’s social media channels and onto your
personal ones.
Social media guidelines to be followed:
• Be respectful
• Don’t start fights with others
• Be helpful to customers
• Don’t be rude to or about competitors
• You are able to share company events with friends via your
personal social media networks
Starbucks is serious about the use of social media by our employees. Any
violation of the social media policy above can result in any punishment
seen acceptable by us, up to termination. If you have any questions
speak to your manager.
16

19. Critical Response Plan
Scenario 1- Inappropriate tweet sent out from
@starbucks
Action Plan:
1. When the tweet is detected
a. Take a screenshot
b. Delete the tweet
c. Alert social media manager
2. Social media manager will discuss the visibility its already had and evaluate
any further action
3. They will develop a new tweet- in response to the inappropriate tweet
4. They will reach out to person responsible for inappropriate tweet and
discipline them as they see necessary.
Pre-approved messaging:
None for this particular scenario- messaging is dependent on what the content
of the tweet was
17

20. Critical Response Plan Cont.
Scenario 2- Outbreak of viral news about dud product
Action Plan:
1. Alert social media crew.
2. Evaluate number and extensity of social media mentions on all social media
channels.
3. If it has a big reach already in social, only allow social media managers to
manage all social media contact.
4. Address the issue in a polite manner that pushes pro-company goals and
values in all social channels.
5. If it has gone way out of reach, write an official statement that will go out to
all media.
6. Continue monitoring what people are saying in social channels.
Pre-approved messaging:
(Depending on the issue)
Twitter: “Sorry about the fuss, we will and have dealt with the situation. No
worries, this won’t happen again.”
Facebook: “It has come to our attention that an incident occurred today at
one of our locations where a customers felt like they didn’t get the best
product. We are happy to say that we have resolved that problem in the
appropriate manner and hope that this will not happen again to any of our
loyal customer.”
18

21. Measurement & Reporting
Results
Quantitative KPIs
Reporting Period: 3 months
Date as of February 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2015- January 2016
19
Source Volume Percentage
Overall Traffic
Conversion Rate
Twitter 100,000 unique
visits + 20%
growth
20% 3.5%
Facebook 75,000 unique
visits + 13%
growth
15% 2%
Instagram NO DATA NO DATA NO DATA

22. Measurement & Reporting
Cont.
Social Network Data
Timeframe: as of February 17, 2016
20
Social
Network
URL Follower
Count
Average
Weekly Activity
Average
Engagement
Rate
Twitter twitter.com/
Starbucks
13 million
+ .9%
growth
10 posts per week
+ 20% increase
.05%
Facebook facebook.co
m/
Starbucks/
40,345,00
0 + .9%
growth
4 posts per week
+ 15% increase
.02%
Instagram instagram.c
om/
starbucks/
9.9 million
+ .8%
growth
10 posts per week
+ 50% increase
.9%

23. • Our Instagram following has grown by approximately 2 million, which is
on track with our objectives. By upping the amount of content we
have also increased engagement per post. Our initiative to add the
hashtag #StarbucksSpringBreakBod is one of the key components to
this happening.
• We have done a great job at increasing the amount and quality of the
content posted on all social platforms, which is shown in the persistent
increase in engagement and followers on all channels.
#StarbucksSpringBreakBod Hashtag Performance
• Between the time for our strategy the hashtag was mentioned more
than 500,000 times on Instagram.
• These posts were key in increasing engagement and interactions with
customers.
21
Measurement & Reporting
Cont.

24. Qualitative KPIs
Sentiment Analysis
An analysis of the interaction on 300 Twitter posts, 100 Facebook posts
and 500 Twitter posts showed:
• There is a lot of positive reactions from customers who use social
media to say there are currently in one of our stores. They share that
they are there and share pictures of their orders. They also share their
positive reactions with employees.
• The negatives we see shared on social media are the long lines.
Proposed Action Items
• Continue the #StarbucksSpringBreakBod campaign on Instagram
• Incorporate the #StarbucksSpringBreakBod into Twitter posts
22
Measurement & Reporting
Cont.