This document provides a social media audit and strategy for Starbucks. It includes assessments of Starbucks' current social media presence and audiences. The objectives are to increase customer loyalty through social media with a focus on making customers feel like part of the Starbucks family. The strategies proposed include increasing social media competitions and direct customer interactions, and spotlighting employees. Metrics, tools, timing, roles and a response plan are also outlined.

1. Guerbrea Fort
October 1, 2016

2. Table of Contents
1. Cover Page
2. Table of Contents
3. Executive Summary
4. Social Media Audit: Social
Media Assessment
5. Social Media Audit: Audience
Demographic Assessment
6. Social Media Audit: Competitor
Assessment
7. Social Media Objectives
8. Online Brand Persona and
Voice
9. Strategy and Tools
10. Timing and Key Dates
11. Social Media Roles and
Responsibilities
12. Social Media Policy
13. Critical Response Plan
14. Measurement and Reporting
Results

3. Executive Summary
• For the 2016 year our social media priorities will be to have a social media
presence with our customers.
• The primary focus will be to have customers feel like they are a part of the
Starbucks family regardless of if they’re at our store.
• Three social media strategies that will help support the objective:
1. A plan to increase social media competitions with customers.
2. A plan to create the most efficient way to speak with customers directly.
3. An employee spotlight plan to show the actual Starbucks family.

4. Social Media Audit: Social Media Assessment
Social Media
Assessment Date: 9/30/16
Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter https://twitter.com/Starbucks 11.7 Million 14 Tweets 400-500 likes per tweet
Facebook
https://www.facebook.com/Sta
rbucks/?hc_ref=SEARCH&fref
=nf 36.45 Million 6 Posts 15K likes per posts
Pinterest
https://www.pinterest.com/star
bucks/ 275K 23 Boards 1K pins
Assessment Summary: For social media posts and feed back Twitter seems like the best fit. It showed
that followers were more involved in responding on Twitter than other social media accounts.

5. Social Media Audit: Audience Demographic
Assessment
Audience
Demographics
Assessment Date: 9/20/16
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network Primary Need Secondary Need
19-25 Female Twitter Instagram
To have an
opinon and be
seen
Interact with
others their age
26-35 Female Facebook Pinterest
Find facts and
deals Find recipes
Assessment Summary: distribution. Catering graphics more toward women could help the company.

6. Social Media Audit: Competitor Assessment
Competitor Assessment: 9/20/16
Competitor Name Social Media Profile Strengths Weaknesses
Dunkin Donuts Twitter: @DunkinDonuts
Has a link to install their
app/ great interaction with
customers
Doesn't really RT content
or have many graphics
Assessment Summary: Dunkin Donuts serves food and beverages like Starbucks, but although they are
the same they do not RT customers as much as Starbucks. DD succeeds in responding to customers
more than Starbucks does.

7. Social Media Objectives
• Overall Business Goals: Increase customer loyalty by 30% over the next 6-7 months.
• Social Media Objectives to Support Business Goals:
• KPIs:
• Quantitative: Increase Twitter followers by 5,000 in 3 Months; Increase Twitter followers by 5,000
in 3 Months
• Qualitative: Increase direct message techniques
• Key Supporting Messages:
• Sharing our family recipes with you
• Not just a company, but a family

8. Online Brand Persona and Voice
• Adjectives that describe our brand
• Friendly, Innovative, Green, Familiar, Comforting, Energizing
• Examples of Brand Voice in Social Media Interactions:
• On a typical day we have a motto for our barista that if our
customers aren't happy with their beverage, than the barista
will remake the beverage at no charge.
• Through social media we can keep this idea going by tweeting
back at some of the customers that tweet a picture of our
drinks and tag us in their posts.

9. Strategy and Tools
• Strategies to Will Support Our Social Media Objectives:
• Tools:
• Approved: Hootsuite, Buffer, $10,000 for pay it forward campaign
• Declined: N/A
• Existing Subscription/Licensed: Adobe Creative Cloud, YouTube Channel
• Paid:
• On Monday morning we will boost most popular Facebook posts. The most must have a minimum of 11K likes already.
• We will pay for Twitter sponsorship on Wednesdays and Fridays
• Owned:
• We will introduce the #MixingtheFamily across all social media platforms to encourage customers to use it when reviewing Starbucks and posting pictures.
• We will start a pay it forward campaign in addition to our normal deals across our social media campaign
• Earned:
• We will monitor the hashtag #MixingtheFamily using Hootsuite or Buffer in order to see what demographics are using the hashtag and if the hashtag is working
• We will also add a quick button to our computer systems that barista's can click if the customers say they do have our app or have already followed/liked our social media posts

10. Timing and Key Dates
• Key Dates
• National Coffee Day
• Valentine’s Day
• Teacher Work Week
• Internal Dates
• National Barista Day
• Starbucks Anniversary
• Lead Times
• During high volume holidays (ex. Christmas and Thanksgiving) start planning campaigns 3 months prior to month
• Reporting Dates
• Social Media reporting will occur once a month. During high volume holiday reporting will happen once a week

11. Social Media Roles and Responsibilities
• Social Media Director: Stephanie Marx
• Lead the social media team
• Coach international markets, teams across the organization and agency partners
• Collaborate with Public Affairs, Marketing and Customer Care to develop social media
narratives
• Social Media Manager: Otis Kimzey
• Responsibilities: Head strategic plans for social media campaigns

12. Social Media Policy
• Be Respectful
• Use common sense
• Ask director before posting about heavily debated topics
• Refer if you’re not sure about the answer
• Always have a good attitude
• Stay transparent
• Do not post about inner Starbucks issues on social media
• If you’re happy with the company post it on your personal social media

13. Critical Response Plan
• Scenario 1: A message was published and interpreted differently than intended
• Action Steps: Immediately tell the Marketing and Social Media Director
• Pre-Approved Message: "As a company, Starbucks intention was not to offend anyone in
anyway. We apologize for our actions and have deleted the posts. We apologize again."
• Scenario 2: Constant bad reviews at a Starbucks location
• Action Steps: Tell Marking and PR departments along with Social media director
• Pre-Approved Message: "We at Starbucks apologize for the bad service and are looking into
better ways to improve our stores. We apologize again and hope that you come visit us
again."

14. Measurement and Reporting Results
• Result Assessment:
• Qualitative KPIs: An anaylsis of the interactions on Facebook and Twitter show that
there has been increase since we start the hashtag campaign #MixingtheFamily
• Sentiment Analysis: We propose to continue this campaign and to increase the amount
of contest and incentives we give our customers