Social Media Strategy STARBUCKS

BY MARTINO PERLETTI, MANUEL FERNANDEZ, ANTONIO MOREANO, ADOLFO MILLA & JOAN BALLE

Let's get Social!

Welcome to Starbucks Social Media Strategy! This strategy will help Starbucks create, develop, build and manage social media presence while getting our team ready to be up to the social media challenge.

Who Are we?

We are an American coffee company and coffeehouse chain.

Our Mission & Vision

Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

Executive Summary of Starbucks!

The main goal for us is to gain a wider following on social media, we will try and achieve this through posting engaging content and communicating with our followers through our social media accounts.

Current social Media Assesment

In the table above we can see the current social media situation (2015) of our company, where we can clearly see that our "strongest" game is Instagram and still currently is with over 13.5 M followers. That is why we should start increasing social activity in other platforms such as Twitter and Facebook
As per to increase our social presence, we are intending to increase our posts to try and make them daily. Specially engaging posts in the morning which will tempt our customers to buy a coffee first thing in the morning on their way to work or before class in the case of students.

Our Initiative on Folksonomy; #MyMorningStarbucks

For example; we thought of engaging our customers through an easy , funny and fast way by using Folksonomies, the #MyMorningStarbucks. This would start a chain of morning routines where we could start launching our #MyMorningStarbucks campaign by making celebrities make use of such Folksonomy and encourage our users to do so in the same manner and daily

quiz, quiz, quiz!

we where also thinking of making a daily morning quiz on social media involving Starbucks which would convey to a discount on specific products, in this way we ensure to maintain our daily posts and keep our customers engaged

Audience demographics

In the table above we can appreciate the different grouped audience Starbucks has and their different needs and habits according to their age and gender distribution.
with the table above we can sketch different strategies according to the different needs of the audience. Furthermore we are also going to identify our objectives to help us achieve our strategy

Social media objectives:

our objective is to grow and establish intimate relations with the new generations (increasing followers on all social media platforms by 25%), through the creation of engaging content (increase visual/video content posted on Facebook and twitter by 30%) and being able to communicate with our customers(Reply to comments in the shortest time possible as well as sharing posts with our customers).

our social media policy

We intend to use social media in order to interact and attract our customers in order to develop our relationships. It is our mean to engage with our customers and make them feel a personal connection with our brand. In order to achieve our goals and objectives we are contemplating the the following:
  • Respond to any comments by issued by any of our users, whether they are complaints, queries or any other doubts they might have and offering them a quick solutions.
  • Try and keep our content engaging but at the same time avoid posting any unnecessary content that might bore our users and get us some unfollows.
  • One of the reason of our success is that drinking coffee is a social activity. People love going for a coffee, bringing each other coffee and exchange stories about Coffee. Starbucks takes advantage on that by providing free Wifi in every store so their customers share their stories, therefore getting free marketing without any effort.

OUR COMPETITORS

Scan-It app: Our Starbucks Idea

We had also thought of another way of attracting customers throughout another platform, in this case it would be our own social app where we intend to save on things they have already purchased. The customer would be able to select from a wide area of discounts but at the same time earn credits by scanning barcodes of previous purchases (by their bills) to gain better promotions.

Conclusion

Overall Starbucks’s social media strategy integrates many different elements into the mix and combined together, these elements create a social media plan that works beautifully to create millions of fans for the brand and keep them involved in the brand’s doings. The brand has created a digital dialogue with its customers, enabling people to give their feedback and receive a response back from Starbucks addressing their concerns/comments.

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