Starbucks Social Media Campaign

SOCIAL MEDIA ACTION PLAN POSTS FOR WEEK OF Dec1-7

FACEBOOK POST DATE

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Monday at 10am

The holiday festivities are just about to start. Come on in and join us! #holidayspirit #gingerbread #peppermint #cremebrulee #joy #laughter #JollyHoliday

Tuesday at noon

It’s not winter until the red cups are taken out! #redcups #JollyHoliday

Wednesday 3pm

If you were Santa what would you wish people left you? #JollyHoliday

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Thursday 1pm

Caramel, Gingerbread, and Peppermint oh my! Which one are you looking forward to trying? #JollyHoliday

Friday 10 am

Lights are twinkling Upon this holiday deal ‌.

The first 10 people to finish this #Haiku will win a free Starbucks holiday drink.

Saturday 3 pm

Congratulations to @piper16 for winning the Intstagram challenge! She earns herself a free holiday latte of her choice.

(Caramel Brulee Latte, Peppermint Mocha, Gingerbread Latte)

TWITTER POST DATE

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Monday at 10:30

The holiday festivities are just about to start. Come on in and join us! #holidayspirit #gingerbread #peppermint #peppermint #JollyHoliday

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Tuesday at 1pm

It’s not winter until the red cups are taken out! #redcups #JollyHoliday

Wednesday 9 am

Gingerbread cookies Satisfy my tummy! Yum! But wait peppermint #JollyHoliday #haiku

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Thursday 11am

Chestnuts roasting on an open fire, Jack Frost nipping on your nose… #snow #cozy

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Friday 9am

Whisper “Snow” to the barista for a 30 % off discount on your purchase.

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Saturday noon

Looks like Santa is going to have an extra special year. #peppermint #hotcoco #cookies #santa

Sunday 4 pm

Congrats to @piper16 for winning the Instagram challenge #JollyHoliday #freeholidaydrink

YOUTUBE POST CONTENT/TITLE DATE Happy Holidays from Starbucks!

Wednesday noon

VIDEO LINK http://www.youtube.com/watch?v=Eo3VeweHD74

INSTAGRAM POST DATE

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Tuesday 2pm

Guess what’s back? #redcups #JollyHoliday #happiness

Thursday 3pm

Show us where you’re spending your chilly days with your Starbucks coffee…holiday style!

Winners with the best picture will get a free holiday drink #JollyHoliday

Friday noon

A cinnamon star to mark a cup of perfection #holiday #spice #yum

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Saturday 11 am

Looks like under the Christmas tree is a popular choice!

Congratulations to @piper16 for winning the Instagram challenge!

She earns herself a free holiday latte of her choice.

PINTEREST POST DATE

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Wednesday 3pm

Put cinnamon on everything!! #spice #JollyHoliday

Wednesday 3pm

A perfect way to spend a chilly winter day #holiday #cozy #fuzzysocks

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Saturday 4pm

Pops knows best! #wintertreats #yum

Saturday 4pm

A hot cocoa bar is a must! #cozy #marshmallows #sweetness #options

Saturday 4pm

Gingerbread cookies for the win! #gingerbread #spice #childhoodmemories #shareplease

TUMBLR POST DATE

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Tuesday 10 am

A snowman cookie with your holiday coffee…what a perfect combination.

Friday noon

A symbol that the holidays are approaching! #redcups

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Social'Media'Tool

Monday

Tuesday

Facebook

Post'at'10am

Post'at'noon

Post'at'3pm

Post'1pm

Post'at'10'am

Post'at'3pm

Twitter

Post'at'10:30

Post'1pm

Post'at'9am

Post'at'11am

Post'9am

Post'noon

Post'at'3pm

Post'at'noon

Post'at'11am

Instagram

Wednesday

Post'at'2pm

Pinterest

Post'at'3pm

Youtube

Post'at'noon

Tumbr

Post'at'10am

Thursday

Friday

Saturday

Post'at'4pm

Post'at'noon

Sunday

Post'4pm

Astrid'Martin'' Professor'Hahn' Internet'Communications' 11/26/13'

' Social'Media'Campaign:'Starbucks' It’s%a%Jolly%Holiday% Background:, Starbuck'is'among'America’s'favorite'companies.'Offering'a'variety'of'delicious'coffee'beverage' blends'as'well'as'scrumptious'sweet'treats,'it’s'hard'for'a'customer'to'come'in'and'not'find'something' that'makes'their'mouth'water.'To'attract'the'interest'of'customers,'the'company'tries'to'reflect'their' image'through'their'online'communications'(website,'blogs,'and'social'media)'by'using'an'extensive' amount'of'visuals.'Posts'are'centered'on'beautiful'works'of'photography'that'express'a'sense'of'charm' and'nostalgia'not'to'mention'text'that'adds'a'splash'of'quirk.'From'frothy'whipped'cream,'sprinkled' cinnamon'swirls,'perfectly'arranged'coffee'mugs,'to'pictures'of'people'in'pumpkin'patches'with'riddles,' fall'alone'offered'content'that'made'it'hard'for'visitors'to'not'crave'a'Starbucks'product.'And'even'if' they'didn’t'purchase'something,'they'had'a'greater'appreciation'of'the'Starbucks'brand'as'a'whole.'In' the'midst'of'the'fall'season'and'winter'just'around'the'corner,'Starbucks'embraces'the'holiday'spirit'in' the'form'of'harvest'or'winter'inspired'hues'in'their'website'and'social'media'sites.'This'creates'a' pleasant'atmosphere'that'visors'are'attracted'to.'Once'pleasant'feelings'of'nostalgia'are'triggered'a' spark'of'curiosity'urge'visitors'to'surf'Starbucks’s'internet'destinations'to'learn'more'about'the'company'

and'its'upcoming'holiday'specials.'Tradition'is'key'within'the'company,'so'despite'their'wellPcrafted' social'media'sites'filled'with'appetizing'visuals,'customers'are'excited'for'the'winter'celebrated'flavors' that'Starbucks'brings'every'year'for'the'last'25'years.'Social'media'is'just'a'matter'of'reminding'and' exciting'customers'about'the'holidays.'Overall,'Starbucks'is'very'active'in'their'social'media.'They'post'at' least'one'thing'per'day'and'encourage'interactivity'with'the'customer.'Despite'their'activity,'social' media'is'never'about'hard'selling,'it’s'about'creating'an'experience.'

Situation,Analysis,, With'fall'coming'to'a'close'after'thanksgiving,'the'winter'holidays'are'fast'approaching.'Already,' Starbucks'are'offering'beverages'adorned'with'their'iconic'red'cups'in'addition'to'showcasing'their' winter'treats.'To'instill'the'nostalgic'holiday'season,'it’s'ideal'to'hype'up'the'holidays'to'get'visitors'in' the'mood'for'Starbucks’'traditional'holiday'beverages'infused'with'gingerbread,'peppermint,'caramel' brulee,'and'eggnog.'Starbucks'is'more'than'just'coffee,'it’s'an'experience'brought'by'a'blend'of'wellP crafted'ingredients.'It’s'just'a'matter'of'time'to'remind'customers'of'Starbuck’s'festive'changing'menu.''

Identification,of,key,publics:, Generally'Starbucks'is'trying'to'capture'the'typical'college'student'(18'to'24)'as'a'target'demographic' who'we'shall'title'Piper'and'Luca.'The'culture'of'a'Piper'and'Luca'includes'an'appreciation'of'art,'a' hipster'lifestyle,'and'love'for'nostalgia,'and'not'to'mention'coffee.'Starbucks'is'a'way'where'both'Piper' and'Luca'can'get'an'extra'pickPup'during'their'long'days'filled'with'classes'and'internships.'They'choose' Starbucks'over'other'coffee'shops'because'of'how'Starbucks'instills'a'sense'of'holiday'spirit'through'

their'beverages'and'store'atmosphere.'Starbucks'is'an'escape'from'their'stressful'reality.''''''''''''''

' ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,Piper,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,Luca' Another'key'public'are'adults'that'juggle'work'and'raising'a'family.'This'demographic'will'be'named' Eleanor'and'Kent.''Starbucks'is'a'service'that'is'convenient'and'friendly'to'their'busy'schedules.'Every' morning'they'are'guaranteed'a'beverage'with'promising'quality,'variety'in'flavors,'and'consistency.'A' festive'cup'of'coffee'at'Starbucks'is'better'than'what'they'can'brew'up'at'home'on'the'go.'The'festive' atmosphere'can'also'give'Eleanor'and'Kent'a'jolly'kick'start'towards'their'mood—a'great'way'to'get' them'through'the'long'day'with'a'smile.'

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''''''''''' Eleanor,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,Kent,

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Campaign,Goal:,, To'bring'more'attention'to'the'holiday'menu'items'using'social'media'to'create'buzz'and'a'sense'of' holiday'spirit.'Once'visitors'are'immersed'in'the'holiday'jolliness,'showcasing'Starbuck’s'holiday' beverages'and'treats'will'give'vistors'the'urge'to'purchase'something'to'complete'their'holiday' experience.''

Objectives, 1) Increase'followers'in'Facebook,'Twitter,'Instagram,'YouTube,'Tumblr,'and'Pinterst'by'30%' 2) Bring'more'traffic'and'customers'to'store'location'ultimately'increasing'lines'and'flow'in'stores'' Strategies, 1)'To'increase'awareness'of'Starbuck’s'holiday'menu'' 2)'To'motivate'customers'to'visit'Starbucks'stores' , Tactics, 1),To,increase,awareness,of,Starbuck’s,holiday,menu,, a)'Generate'attractive'visuals'embracing'the'holiday'festivities'to'instill'a'sense'of'excitement' '

Pposts'centered'around'holidays'alone'

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Pposts'that'are'product'centric'

b)'Create'posts'showcasing'holiday'flavors'in'an'appetizing'manner'once'holiday'atmosphere'is' formed'in'all'forums' c)'Post'interesting'photos'on'all'forums'to'spark'conversation'and'reposts' ' PEncourage'users'take'a'picture'of'their'Starbucks'cup'in'an'interesting'holiday'location' for'Instagram'(tagging'Starbucks).'The'person'with'the'most'interesting'picture'will'be' showcased'on'all'social'media'avenues'and'offered'a'free'Starbucks'holiday'beverage.'' d)'Publish'a'video'on'YouTube'centered'around'holiday'celebration' e)'Create'lighthearted'and'quirky'Twitter'posts'' '

PHaikus'

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PRiddles'

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Plyrics'

f)'Center'Pinterest'around'the'ultimate'holiday'experience' g)Center'Tumblr'around'atmospheric'holiday'images.'

2),To,motivate,customers,to,visit,Starbucks,stores, a)'Create'code'names'people'can'use'to'get'a'discount'when'they'visit'a'Starbucks'store'and' whisper'it'to'a'barista'(posted'in'Facebook'and'Twitter)' b)'Promote'discounts'and'rewards'opportunities'(posted'on'Facebook)' c)'Offer'contest'opportunities'on'twitter'and'Facebook'by'encouraging'retweets'and'responses.:' The'first'few'(insert'number'here)'will'receive'a'discount.''

Evaluation,criteria:, Precord'social'media'follower'numbers'before'the'campaign'and'check'the'difference'after'the' campaign'to'see'the'percentage'increase.''

PObserve'visitor’s'interactivity'through'likes,'comments,'and'shares.'

PRecord'amount'of'people'entering'stores'before'and'after'campaign'to'see'comparison' PMeasure'lines'in'store'locations'before'and'after'campaign'to'see'comparison' ' '

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