Starbucks Social Media Strategy Jamesha
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Transcript of Starbucks Social Media Strategy Jamesha
SEPTEMBER 30TH, 2016JAMESHA GILLIAM
TABLE OF CONTENTS• Executive Summary, November 2014• Social Media Audit
Social Media AssessmentTraffic Sources AssessmentCustomer Demographics
AssessmentCompetitor Assessment
• Social Media Objectives
• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and
Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Results,
EXECUTIVE SUMMARY
• Our major social media priorities for 2016 will be to increase our customer interaction on all social media.
• The primary focus will be to build connection with our consumers through regular engagement and two-way conversation with our audience.
Two major social strategies will support this objective: • Assigning specific roles for customer online engagement• Creating an agenda for an effective way to respond to customers through
all social media networking.
SOCIAL MEDIA AUDIT – SOCIAL MEDIA ASSESSMENT
Social Network
URL Follower Count
Average Weekly Activity
Avg. engegament rate -# of interactions/ reach
Facebook https://www.facebook.com/Starbucks/?hc_ref=SEARCH&fref=nf
36,456,447 10 post per week
10%
Twitter https://twitter.com/Starbucks
11.7 million 65 per week 15%
Instagram https://www.instagram.com/starbucks/
11.6 million 9 posts per week
2,236
LinkedIn https://www.linkedin.com/company-beta/2271?pathWildcard=2271
726,361 24 post per month
0%
SOCIAL MEDIA ASSESSMENT
• At present time, the highest number of interactions per post occurs on Twitter (engagement rate cannot be calculated at present time.) Our follower base is very successful.
SOCIAL MEDIA AUDIT – WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume % of overall traffic
Conversion rate
Facebook 10,000 25% 2.9%
Twitter 20,000 22% 1.8%
Instagram 10,000 20% 1.6%
LinkedIn 5,000 10% 1%
• At present time, Facebook is the biggest driver of traffic to our website.
SOCIAL MEDIA AUDIT – AUDIENCE DEMOGRAPHICS ASSESSMENT
Age Distribution
Gender distribution
Primary social network
Secondary social network
Primary need
Secondary need
35% 18 - 30 45% 31 - 40 10% 41 - 55 10% 56 - 80
45% Female 55% Male
55% Female 45% Male 50% Twitter 30% Facebook15% Instagram
40% Instagram 20% Facebook 20% Twitter
Getting coffee before work
Getting coffee for meeting and with friends
SOCIAL MEDIA AUDIT – AUDIENCE DEMOGRAPHICS ASSESSMENT
A majority of survey respondents are in the 41 - 50 age group. Facebook and Twitter are their core social networks. Coffee before work are primary reasons for visiting. Energies should be dedicated to further develop more engagement on all social networks.
SOCIAL MEDIA AUDIT – COMPETITOR ASSESSMENT
Competitor name Social Media Profile
Strengths Weaknesses
Dunkin Donuts Twitter: @dunkindonuts
Lots of customer engagement
Very little promotional posts
• Overall, we should try to increase customer engagement to surpass our competitor.
SOCIAL MEDIA OBJECTIVES• SOCIAL MEDIA OBJECTIVES • In 2016, the primary focus of our social media strategy will be to increase
customer engagement on all social media profiles.. In order to do so, our social media priorities will be growing our social media team and sharing more engaging, relevant content and building deeper relationships with our customers.
Some specific objectives include: • Increase customer interactions by 20% in 6 months via:
a. Increased social media tem membersb. Increased use of social media monitor tools for all social networks available
SOCIAL MEDIA OBJECTIVES
KPI’s • Number of interactions on all
social networks• Number of weekly photo and
video posts to Facebook and Twitter
Key Messages • Your Starbucks experience• Starbucks and a friend
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand: • Fun • Personal • Excited
When interacting with customers we are: • Friendly • Helpful• Apologetic
STRATEGIES AND TOOLSPaid: Every Monday boost most popular organic Facebook AND Twitter posts for the weekend. Owned: Schedule posts explaining that customers can reach customer service through social media profilesEarned: Monitor all social media profiles individually to increase customer interactionApproved Tools:• Hootsuite• Buffer
TIMING AND KEY DATES
Important times: • First days of school• First day after winter break• Daylight savings time• Spring Forward• ChristmastimePrecise dates TBA.
Reporting dates:
• Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Marketing Director – Jamesha Gilliam
• Social Media Manager – Haley Lehmann
• Social Media Coordinator – Lauren Gantt
Supporting Social Media Team Members • Nicole Franco (social ads support) • Jillie Pank (customer support -
social media)
SOCIAL MEDIA POLICY• SOCIAL MEDIA POLICY • Social media is a deeply ingrained in our day to day lives. We use it to spread company
messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Starbucks Coffee you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines:
• Starbucks Coffee is serious about the appropriate use of social media by our employees. Violation of the Starbucks Coffee social policy may result in corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or anyone on the HR team.
CRITICAL RESPONSE EPLAN• CRITICAL RESPONSE PLAN • Scenario 1 - Inappropriate Tweet Sent from @starbuckscoffee • Action Plan • When Tweet is detected: Take screenshot • Alert Social Media Manager, then marketing director• Impact and reach to be discussed • Follow up tweet dispersed• If media has picked up the Tweet, social media team to manage all
direct contact
MEASUREMENT AND REPORTING• Engagement on all social media networks
increased on all networks by at least 11%• We will continue to monitor all customer
engagement and keep the expanded social media team