Brand Starbucks Name Alanna Scott Date 022116 Table

Brand: Starbucks Name: Alanna Scott Date: 02/21/16

Table of Contents: Executive Summary Page 3 Social Media Audit Page 4 - 6 Social Media Objectives Page 7 -11 Online Brand Persona and Voice Page 12 -14 Strategies and Tools Page 15 -16 Timing and Key Dates Page 17 Social Media Roles and Responsibilities Page 18 Social Media Policy Page 19 Critical Response Plan Page 20 Measurement and Reporting Results Page 21

EXECUTIVE SUMMARY Our major social media priorities for 2016 will be maintaining and growing our online following and community. The primary focus will be to keep our customers engaged and make them feel taken care of. We want them to know they are more than just customers. Two major social strategies will support this objective: When posting tweet make them relatable to what is going on during the day. Find new ways to get customers to interact with our brand.

Social Media Audit Dunkin Donuts vs Starbucks Dunkin Donuts: Social Network URL Follower Count Activity Popularity Average Twitter https: //twitter. co m/Dunkin. Donuts? re f_src=twsrc%5 Egoo gle%7 Ctwcamp%5 Es erp%7 Ctwgr%5 Eaut hor 1. 05 M followers 70 per day 1, 455 RT/100 tweets Facebook https: //www. face book. com/Dunkin. D onuts. US/? brand_re dir=5049975762039 14 13. 3 M likes 3 per day 2, 058 likes per post Instagram https: //www. insta gram. com/dunkind onuts/ 735 k followers 3 per week 9, 067 likes per photo Pinterest https: //www. pinte rest. com/Dunkin. Do nuts/ 8. 8 k followers 2 per week 648 likes per pin

Social Media Audit Starbucks: Dunkin Donuts vs Starbucks Social Network URL Follower Count Activity Popular Average Twitter https: //twitter. co m/Starbucks? ref_sr c=twsrc%5 Egoogle% 7 Ctwcamp%5 Eserp %7 Ctwgr%5 Eauthor 11. 6 M 9 posts per day 2600 RT/100 Facebook https: //www. face book. com/Starbuc ks 36 M 3 posts per month 20, 874 likes per post Instagram https: //www. insta gram. com/starbuc ks/ 7. 8 M 2 posts per week 2, 570 likes per post Pinterest https: //www. pinte rest. com/starbuck s/ 237. 6 k 700 pins total 25, 000 likes per pin

Social Media Audit Audience and Competitors Starbucks has its share of competitors. Competitors range from small local coffee houses (no chains) to bigger chains that are also growing consistently. Even Mc. Donald’s has recently launched its branded Mccafe menu in order to capture an audience looking for a coffee shop experience through a fast food restaurant. One of Starbucks’ biggest coffee shop chain competition is Coffee Bean Tea & Leaf Company. Coffee Bean has expanded and grown consistently in the last several years. The company has over 1000 stores worldwide and even though the numbers might not compare to how many stores Starbucks has, Coffee Bean consumers are also loyal customers and typically do not drink Starbucks coffee. This leaves millions of people outside the Starbucks range every year. Coffee Bean is also using Facebook and Instagram as a social media channel but it doesn’t have nearly as many followers as Starbucks does. Coffee Bean uses similar strategies as Starbucks while posting in social media and it also uses both channels natively which is one of the best practices for any social media channel. Using a social media channel natively involves posting and publishing content native to a specific social media channel without copying and pasting content across channels. The reason why this practice is effective is because there are specific elements used in a social media channel that do not apply to others. Some of these elements might include image size, use of hashtags, tagging, links, etc.

Social Media Objectives Starbucks has a specific type of devotee and demographic. People who shop at Starbucks tend to only shop at Starbucks and are committed to make the company their to-go place for a “coffee run” or a “coffee meeting. ” Very early on, Starbucks gained a substantial following in social media because of its loyal customers. In order to continue growing, Starbucks needs to continue to listen to its fans and deliver content that will attract them and engage them in the right context. Its Facebook page is currently ranked at 33 for all time Leaders pagerank with over 30 million followers. The proof and the measure of success is by the interaction of its current followers. Social media allows brands to hold the individual attention of the consumer and Starbucks can still deliver the local coffee shop experience at scale through its Facebook and Instagram channels. The objective is both to acquire new followers and consumers through awareness also to retain those new followers through an experience that targets to followers individually.

• Talk to an audience of one: The strategy here is to intentionally type in copy that is written to the individual and not to and entire follower base. The reason is that when a follower reads the copy as if it was written for him/her, it triggers a psychological reaction that makes the user feel a need to respond or interact with that message or statement. This type of copy strategy creates an intimate experience with the user and shifts the focus from the company to the user. The social media posts should not be all about Starbucks, but more about the users. • Add personality and write like people talk: This strategy is one that many companies don’t use, specially in the tech world. There will always be a reason and a place where a company can and should use technical terms or a more sophisticated way of talking. Some instances might include while holding a press conference or while having a public relations representative speak on behalf of the company in regard to company stocks, or while executing damage control. Social media is a place where a company can express its personality and relate to its consumers. Companies can use Facebook and Instagram to be witty and approachable. The main point of the strategy is to make sure that Starbucks is using its own voice and that it finds the voice of its users to communicate with them effectively and deliver its message.

Social Media Objectives These are the objectives for social media on Facebook and Instagram over the next six months: Brand awareness and branding. Retention of current follower base and increase engagement (engagement increased at least 15%). Acquisition of new followers and fans of the Starbucks brand (at least 20% more). Increase the number of social media followers and fans that convert into Starbucks customers.

Online Brand Persona and Voice Listen to your customer – The most successful strategy from Starbucks is knowing how to listen to their customer needs and wants and make changes raipidy. All companies seem to understand this point, but only limited numbers establish a webiste like my starbucks’s idea or use social media to interact with their customers. Starbuck make changes regarding their customer’s idea effeciently. This involves consumers and also become the brand personality. More than business, care about the community- Most of the firms see social media as a way to reach larger market, promote and sell their products. Starbucks give other firms a lesson that firms need to care about the community more than sales of the business. Business is more about building relationship with customers and assisting to impove community. When a firm is sccuessful in establishing strong relationship and loyality with their customers, growth of the business will follow automatically. Build a positive brand Personality and encourage sharing- Unlike other beverage brands, Starbucks does not post things solely on promoting theirs sales or new product. Most of the posts on their Facebook come from fans. People participate various design on their coffee cup. Starbuck feel grateful on these amazing artworks and post and share on the official pages. Even on the My Starbucks idea and Frappccino. com, their purpose is to encourage customers to get involved in their business and share ideas with the brand. Such characteristics carry the unique atmosphere of Starbucks that no one can replace. They are built from idea and opinion of the customers instead of one idea from one chairman.

Here we see how Starbucks is engaging customers by retweeting their pictures and posting interactive reminders

ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand: Social Efficient Caring Interactive When interacting with customers we are: Happy Friendly Compassionate

Strategies and Tools Paid: Every Monday remind people to start off their week with a cup of coffee. Include a picture to increase views and shares to help with free advertisement. Owned: Introduce a new hashtag name for each season flavor. This will increase specialty drink sales and make customers want to post a photo of their coffee to use the hashtag. This gives us free publicity and keeps them interacting with our company. When customers arrive for registration mention the hashtag and encourage them to use it if they plan on taking photos of their visit. Earned: Monitor Twitter for keywords and terms: tired, coffee, hungry, thirsty. Tweet these customers a picture and a happy message reminding them that a Starbucks coffee or snack could perk their day right up and fill that hunger or thirst. Partner with 5 extreme athletes and develop an influencer/advocate relationship.

Tools Approved Tools: Pending Tools: Instagram Twitter Facebook Pinterest Company Websites Linked In

Timing and Key Dates Starbucks changes and promotes drink flavors with seasons and holidays. Therefore each change and season and every major holiday is crucial to Starbucks’s marketing. Internal Events For example: Fall the pumpkin spice latte returns to the menu or during Christmas we add new flavors and have a special holiday cup. March 30 th: Starbucks Anniversary Every year a new anniversary blend is released

Social Media Rolls and Responsibilities Howard Schultz : chairman and chief executive officer Bernard Acoca : senior vice president, president Teavana Andy Adams: senior vice president, China/Asia Pacific Store Development Marissa Andrada: senior vice president, Partner Resources, U. S. and Americas Luigi Bonini: senior vice president, Global Product Innovation Brady Brewer: senior vice president, Marketing, Category & Brand Management, China/Asia Pacific Region Adam Brotman: executive vice president, chief digital officer Michelle Burns: senior vice president, Channel Development Branded Solutions

Social Media Policy Social media is one of our biggest marketing tools. It is how we stay connected and in touch with our customers. We can involve them, receive feedback, and advertise our product all with the click of a mouse. With it being so crucial to our success all employees should follow these guidelines to ensure the best costumer experience: Be respectful to all Use common sense Be polite Don’t slag the competition Keep posts friendly and positive Always make the customer feel important

CRITICAL RESPONSE PLAN Scenario: Unhappy customer tweets and hashtags Starbucks When Tweet is detected: Reply to tweet in a positive and helpful manner immediately Find out what we can to to resolve the issue Let the customer know we care about their opinion Document inceident to prevent future occurances If the issue was of enough importance document it and send the problem and solution to corporate so that other stores can be aware and hopefully can prevent it from occuring in their stores.

Measurement and Reporting Results Timeframe: Monthly average, September 2015 to January 2016 Social Network Data Timeframe: as of February 1, 2016 Our Instagram following has grown by 2500 in 5 months, on track and stil increasing in an appropriate timeframe. We have done an excellent job so far interacting with our customers and keeping them involved. Twitter is by far our biggest recourse here. People love tagging us in their comments and pictures. Retweeting good comments and photos gives us free publicity and good reviews which will bring in more customers.

Work Cited: https: //news. starbucks. com/leadership http: //investor. starbucks. com/phoenix. zhtml? c=99518&p=irolcalendar http: //www. brandingpersonality. com/how-starbucks-built-anengagin-brand-on-social-media/ http: //www. strategicdriven. com/marketing-insights-blog/6 reasons-starbucks-marketing-communications-strategy-is-soeffective/ https: //www. linkedin. com/pulse/starbucks-social-mediastrategy-end-year-2015 -diego-aguilar http: //community. mis. temple. edu/linfengyang/files/2013/11/S tarbucks-Final-Ver. pdf