Social Media Campaign - Starbucks - Essay Example

Social Media Campaign Social Media Campaign Starbucks is a Company that sells coffee products directly to s. It was foundedin 1971 and has constantly been providing products such as whole-bean coffee, full-leaf teas, snacks, pastries, cold and hot beverages, and among others. However, the company has adopted tactics for arousing customers’ interest in its products through social networks. It has incorporated advertising website into its marketing strategy such as the one sponsored by the Austin’s advertising department at the University of Texas. The site has an extensive collection of links that are related to any advertising field. The analysis of the Starbucks Company in the advertising World will be based on media planning, media buying and interactive marketing section of the Austin’s advertising website (University of Texas, 2015). Media Planning The Starbucks Company has a media planner whose role is to determine the best advertising options for the company’s coffee brand. These options can be traditional like the use of newspapers or the modern methods that entail the use of facebook and twitter handles. The determination on which method of advertising to choose from depends on the seasons as depicted in sales. Mobile (social media), print, broadcast, outdoor, public service, product placement and online advertisement are used by planners. This is used as communication tools between the planners and the clients that they represent. The media platforms are also used for advertisement campaigns (University of Texas, 2015). Media Buying The media buyers, who are the clients’ deal breakers, normally reach the clients through social media among other means. This facilitates easy, efficient and effective communication as they make suitable deals for their clients. They advise the customers on the best products to buy through providing information on the available products and their prices. Most of the skilled buyer’s time is normally spent on advertising Starbucks’ products where they get some commission upon selling a particular product. However, for sales to get to the negotiation point, the advertisement must have been fully done through the social media and other avenues including websites. The online advertising campaigns are normally marketed as per the market dynamics, thus need for the buyer to be fully aware of the local market. The media buyer role is to negotiate the best placement of Starbucks’ brand on online advertisement (including social media), local TV, outdoor or radio advertisement of their brand (University of Texas, 2015). Interactive Marketing Twitter, facebook, whatsapp among others is used in the Starbucks Company’s market interaction added to other advertisement methods. The advertisement methods are used to get information from the customers in relation to the improvement of the company’s goods and services. Improvement of goods and services is crucial since it is the one that makes the company have a better competitive advantage than others. The social media and other advertisement platforms are also used for interaction with the company during sales. The sales representatives must get in close contact with the customers to win them. The same way, these platforms are used by the company to get to know the activities and progress of the competitors (University of Texas, 2015). Media Plan Executive Summary The media plan is basically built on the marketing strategies and objectives that are used as the guide. The marketing strategy main goal is to increase the profitability level of the institution. The strategy has three goals: improving the image of the Starbucks Company to the customers and the general public at large, adding the number of customers to the company and increasing the rate at which the customers purchase the company’s services. The media plan also has a strategy statement that summarizes the strategies goals and gives the means through which the goals will be reached. The media plan also gives the methods to be used for the analysis of the competitive media expenditure. It gives the list of the competitors and how they spend on media can be determined. The media objects are to: issue the relevant and appropriate information to the customers, reach as many customers as possible at every given time and enhance the willingness of the customers that want to purchase the company’s services. The plan also gives the media strategy and how it will be used to meet the media objectives. The strategy has several of the media platforms: Twitter, Facebook, Google+, LinkedIn and Pinterest as tools to help reach the objective (Fornell & Wernerfelt, 1987). The media plan also gives its details in relation to the plan and documentation. The criterion of determining the values in the media platforms is also given. The information is also given on how to record the monthly reach and frequency data. The media plan ends by giving the methods of how to generate the data that will give effective levels. Marketing Strategies and Objectives Marketing Strategies The marketing strategy is to include social media as an advertisement tool for the Advertisement World. This aims to expand the number of customers reached per time and thus increasing efficiency and effectiveness. The strategy also aims to increase the number of sales made through increasing the accessibility of the adverts. The social media cites to consider include Twitter, Facebook, Google+, LinkedIn and Pinterest. The social media platforms will always be on with a staff employed basically to keep the sites active. These sites are to be opened at the same time and must be officially labeled Advertisement World (Stapleton, 1997).  Through these media platforms, the market will aim to reach a vast number of customers at a given time. This will in turn help enhancing the image of the Starbucks Company through the issuance of the relevant information to the potential customers. In return, this will ensure that the service, sales increases as there will be an increase in the number of customers. In general, the main aim is to increase the sales of the services offered by the company (Stapleton, 1997). Objectives 1. To improve the image of the Starbucks Company to the customers and the general public at large. 2. To add a number of customers to the Starbucks Company. 3. To increase the rate at which the customers purchase the company’s services. Strategy Statement The objectives of the strategy are to: To improve the image of the Starbucks Company to the customers and the general public at large; add number of customers to the company; and increase the rate at which the customers purchase the company’s services. This will be in reference to the advertisement services that are offered to the customers. The objectives will best be achieved through the use of qualified personnel to handle the media activities. The same time it will ensure that the customers are in close contact with the company thus building trust and accommodation. This will mean that there will be an additional financial budget on the advertisement platform so as to reach more customers (Fornell & Wernerfelt, 1987). Competitive Media Expenditure Analysis The process starts by the identification of the major competitors in the market. The competitors for Starbucks Company are Aramark, Ark Restaurants Corp, Bloomin’ Brands, inc, BJ’s Restaurants, inc, Arcos Corados, and among others. Most of the Corporations are active on facebook and Twitter. Almost all of them don’t have an account on YouTube, Instagram, Tumblr, Pinterest, LinkedIn, Google+ among others. This means that they are spending so little when it comes to use of media. The Competitors don’t engage in the paid media, thus it shows that they don’t spend on the social media advertisement. There are no “Sponsored adds” adds in their facebook account and twitter handles. There are no promoted adds under “Who to Follow”. Their accounts do not engage in prize giveaways thus no contents apart from the scholarships that are somehow irrelevant to the advertisement segment. There is no money spent to increase the followers rather they use the media platform as a point of Alumni, teachers and students engagement. Media Objectives 1. To issue the relevant and appropriate information to the customers. 2. To reach as many customers as possible at every given time. 3. To enhance the willingness of the customers that want to purchase the Starbucks Company’s services. Media Strategies The media strategy will include the use of the five social main media platforms. These social media platforms are Twitter, Facebook, Google+, LinkedIn and Pinterest. The main aim of the five social media platforms will be to ensure that the relevant information gets to the public and customers in specific. Due to the diversity of the social media platforms, the strategy will ensure that a distinct, vast group of customers is reached at each and every given time. The platforms ease of access and capability to reach a large group will ensure that the customers are persuaded to buy the services offered by the company (Kashersky& Lerman, 2013). The twitter will be used to send short messages in references to the Advertisement World services, activities and changes. Since the messages have a limitation of 140 characters, the messages will be accompanied by photos and videos to demonstrate the activities. The site will also be used to interact with the new markets and the industry stakeholders in general. Through the act of tweeting, following and retweetting for contests, interesting content and offers, the site will get a huge number of followers. The site will also be used to support the customers. Facebook will be used to informally reach the customers. Interesting updates will be made so as to ensure that there are so many followers. The promotions will be short and precise so as not to discourage the readers from reading. There will be a frequent personal engagement and interaction with the customers that have “Like” the page (Kashersky& Lerman, 2013). The Google+ will be used to attract the customers who have a good understanding and practical knowledge of the use of technology. These are mostly men with a few women who are normally interested in technological updates and other things. The Starbucks Company will add all those that have ever sent them emails to its “circle.” There will be frequent use of Google+ due to its rapid growth and acceptance. The LinkedIn will be used to reach customers that have the business mindset. These include other companies, businesses, institutions, individuals among others. It will enhance networking and interaction between the company and its customers thus improving the number of customers. Pinterest will be used to reach the women in the society since it is a bit laid back social media site. Their photos of the services, products, activities will be uploaded for the customers to see. This will be used to demonstrate the great quality of the advertisement services offered by the company (Kashersky& Lerman, 2013). Media Plan Details and Documentation The social media plan will start with social media objectives and goal creation. This will allow for reaction in case the social media platform doesn’t meet the expectations that it is meant for. These goals will be used to gauge the success and show if there is any return on investment in the case of each criterion used. The second step will be the creation of the social media audit. This involves the assessment of the “current social media use and how it is working for you” (Lepage, 2015). The social media audit will have a template to enable for analysis of the information. The audit will have several grids that will enable for the analysis of the data with the last one being to the personalization of the sites. Document showing Password Ownership Centralization Social Network URL to Profile Owner Mission Statement Branding Check Y/N Password Centralized Y/N Twitter Facebook Google+ Pinterest LinkedIn The plan also allows for the improvement and creation of additional accounts. If the social media platforms already exist, then there is no need for fresh development but improvement of the sites. The platforms should be built on broader goals and with the audience in mind. The sites should have the basic information in relation to the company; that is, mission, vision, goal among others. The fourth point of the plan is to get inspirations from the clients, competitors and industry leaders. This is to be achieved through the company being active in the social media platforms. The last stage is the creation of a “content plan and editorial calendar.” (Lepage, 2015) Criteria for Determining Media Values The social media values will be determined by the characteristics of the platforms. Each and every platform will be analyzed to determine the level of personality is involved, for example, the tweeter is less personal compared to facebook. The platforms’ values also will be determined by the type of people that use it and the information that they post, for example, LinkedIn is a social media used mostly by professionals that have a business mindset. The values of the social media platforms also will be determined by the level of technology that is used. For example, it will not make sense to put a video with several links to follow in a facebook page (Kashersky& Lerman, 2013). Data Showing Monthly Reach and Frequency The data showing monthly reach and frequency will be conducted by use of a “Social Media Audit Template.” This will be used to assess the current use of media and how it affects the business. It also gives information in relation to social media sites that are targeted and how they will compare to the competitors. The monthly reach will be determined by subtracting the previous month followers or likes from the ongoing month. The presentation of this will be in the form of a grid (Lepage, 2015). The grid below will be used to determine the monthly reach of the customers and other stakeholders of the company. A Table Showing Monthly Reached Stakeholders or Customers Social Network Followers or Likes per Months Jan Feb March April May June July Aug Sept. Oct. Nov. Dec. Twitter Facebook Google+ Pinterest LinkedIn The frequency of the site visit is determined by the number of people that access each of the social platforms at a given time. This can be measured in terms of a day or a week depending by the need. Data Showing Effective Reach Levels The data collected should be tabulated and analyzed before comparison with the goals and objectives that are set. The data should be able to tell if the activities that are conducted are giving the return of investments or otherwise (Fornell & Wernerfelt, 1987). The data should be in the form of the number of potential customers that interact or follow the social media platforms and the frequency that is associated with it. The number of potential customers will be determined by the number of people that have liked or followed or included the company’s social cite in their circle. The frequency will be determined by the rate at which the likes increase or the number of people that visit the site at each particular time. References Fornell, C. & Wernerfelt, B. (1987). Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis. Journal of Marketing Research, 24(4), 337-346. Kashersky, L. & Lerman, D. (2013). Bridging Marketing’s Intentions and Consumer Perceptions. Journal of Consumer Marketing, 30 (7), 544- 552. Lepage, E. (2015). How to Create a Social Media Marketing Plan in 6 Steps. Retrieved from http://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ Stapleton, J. (1997). How to prepare a marketing plan: A guide to researching the consumer market. Hampshire: Gower. University of Texas (2015). Media Careers. Retrieved from http://advertising.utexas.edu/media Read More