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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