Social Media Campaign Starbucks Data-Driven

Starbucks Data-Driven Social Media Campaign

Jesse Keating, Noelle Saluan, Chloe Slavin & Megan Stechler

Overview of Organizational Brief

Starbucks Mission "To inspire and nurture the human spirit ? one person, one cup and one neighborhood at a time."

Structure for Social Relationships Social media team within their global digital marketing department Social Media Managers Community Managers Social Media Strategists

PR/Communication Strategies Content is inclusive, respectful with an emotional appeal to audiences Aims to be creative and captivating

Overview of Organizational Brief

Key Takeaway Starbucks' is dedicated to community service, humanity and environment

Overview of Social Media Map

Map

In-degree Centrality

The higher the in-degree centrality, the bigger the node. High degree blue | Low degree green.

Walking Dead Heavily Featured

Starbucks consumers enjoy content that promotes the integration of the Starbucks brand with pop culture icons.

Starbucks, as a brand, is therefore positioned as a unifier between the common person and those who are famous.

Social Media Map

Keywords Overview

Top Words

Keyword Findings

Top Urls

Satirical Articles, New Coverage and Blog Posts

Starbucks Japan Blog

Customer voice

Top Domains

Social Media Platforms

Careerac

Blog sites

Top Hashtags

Negan

Hiring

GiveGood

Starbucks:166

Most used word when talking about brand.

Rt: 83

Word is most prominent

in Negan and "Liberal

Costume".

Holiday: 30

Relates to unveiling of Holiday Cup.

Barista: 29

Job listings via careerarc portal.

Cup: 24

Unveiling of Holiday Cup.

Keywords

Tone Overview

Average Sentient Score of Audience's Tweets .53435

Calculated 262 scores (excluding tweets generated from Starbucks account): Positive (1) - 182 Neutral (0) - 37 Share of Voice - 219 Negative (-1) - 42

As a result, roughly 83% of the conversation surrounding Starbucks was positive on Twitter.

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