Joffreys Coffee & Tea Company Social Media Marketing Case Study

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This is a modified version of a presentation I gave on October 29, 2008 to Refresh Miami. It incorporates 2 social media marketing campaigns I implemented for Joffrey's Coffee & Tea Company based in …

This is a modified version of a presentation I gave on October 29, 2008 to Refresh Miami. It incorporates 2 social media marketing campaigns I implemented for Joffrey's Coffee & Tea Company based in Tampa, Florida. See the final slide of the presentation for written case studies and links to blog entries.

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  • 1. Joffrey’s Coffee & Tea Co. Social Media Marketing Case Study Presented by Adam Singer Blog: TheFutureBuzz.com Twitter: @AdamSinger
  • 2. <intro about Adam>
  • 3. I work here…
  • 4. http://www.TopRankMarketing.com
  • 5. As a digital marketing account manager
  • 6. blog here…
  • 7. http://www.TheFutureBuzz.com
  • 8. and Tweet here…
  • 9. @AdamSinger
  • 10. </intro>
  • 11. A little about Joffrey’s…
  • 12. Fair Trade Importer of premium coffees and teas from exotic locations
  • 13. Roasted fresh in Tampa, Fla.
  • 14. Sold at retail locations across the southeast
  • 15. Also provides product to many high quality businesses such as:
  • 16. And of course product also is available at Joffreys.com
  • 17. How to build their brand in social media?
  • 18. Target a niche audience…
  • 19. What do the following have in common?
  • 20.  
  • 21.  
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  • 23.  
  • 24.  
  • 25. A: they’re all in beta
  • 26. Web 2.0: perpetual beta
  • 27. and…
  • 28. Java is code…
  • 29. … and coffee
  • 30. Did you figure it out yet?
  • 31. Joffrey’s Java Beta Test
  • 32. We created a page where bloggers could sign up to “beta test” java (the coffee variety)
  • 33.  
  • 34. Once a blogger clicked “sign up now” they were taken to this page:
  • 35.  
  • 36. On the backend, we approved bloggers
  • 37.  
  • 38. Bloggers then received an email saying they had been approved, just like in a real software beta
  • 39. Bloggers clicked the email link to complete participation and were taken to this page:
  • 40.  
  • 41. Bloggers filled out their shipping address to get java to test and a quick survey about their coffee preferences
  • 42. We then shipped them a sample pouch of “ Jamaican Me Crazy ” blend of Joffrey’s java to test.
  • 43. And added a link to their blog to the beta site so other testers would have something to read while they enjoy Joffrey’s Coffee
  • 44. Also a quick thanks to Damien Huze @ Wake Interactive for developing the web app
  • 45. http://www.WakeInteractive.com
  • 46. But, how to get beta testers?
  • 47. I simply sent out some quick emails and Tweets to a few friends, posted a press release to the wires, drafted a blog post and it spread from there
  • 48.  
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  • 58. And around 50 more links/postings, prior to even sending out samples
  • 59. It resonated because: We offered a tangible freebie (coffee) We gave bloggers linkage We wrapped the promotion with messaging that was “sticky” It was never a requirement you had to link to Joffrey’s or write about the test to participate It targeted the right people with the right idea
  • 60. Once the testers started sampling, the real magic began… Here are just a few reviews
  • 61.  
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  • 72. Comments such as the following were common in both public blog posts and private emails sent to our team: “ Joffrey’s is now my new official coffee” “ This is so much better than my usual blend” “ Send more please!”
  • 73. Results of the test?
  • 74. 1,500+ blogs participating
  • 75. Thousands of mentions for the campaign throughout the Web
  • 76. Hundreds of comments, responses and feedback from bloggers and the Web community
  • 77. Editorial coverage on sites like: Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and over 300 more high quality digital and traditional publications
  • 78. Organic links generated at scale to the beta site and Joffreys.com
  • 79. Strong referral traffic to Joffreys.com in 5 months surrounding test, trend up in sales from social destinations.
  • 80.
    • Coffee Trends in the Blogosphere
    • (Survey data of 1,000 bloggers):
    • Average age of Java Beta Tester:  approximately 31.5 years old
    • Coffee preferences:
    • 93% prefer regular, 7% prefer decaf
    • 59% prefer traditional coffee, 41% prefer flavored coffee
    • Cups of coffee per day:
      • 1-2 = 45%
      • 2-4 = 35%
      • 4+ = 20%
    • Sweetener and cream preferences:
      • Cream + sweetener = 50%
      • Black = 25%
      • Cream only = 19%
      • Sweetener only = 6%
  • 81. The test also received coverage in traditional media
  • 82. “ The buzz wasn’t just about the coffee: Bloggers applauded Joffrey’s marketing savvy as well. The Java Beta Test is a great idea. – Chris Alden, CEO of Six Apart ( article link )
  • 83.  
  • 84. And won 2 awards
  • 85. The Association of Women In Communication 2009 National Clarion Award Best Online Marketing Campaign Joffrey’s Java Beta Test http://www.womcom.org/awards/Clarion2009.asp Gold Coast PR Council 2009 South Florida Bernays Awards Best Branding Campaign Joffrey’s Java Beta Test http://www.goldcoastprcouncil.com/bernaysaward.html
  • 86. <Phase 2>
  • 87. During the beta test, participants were asked to fill out a survey.
  • 88. An open ended question asked bloggers…
  • 89. If you could create a coffee flavor, what would it be?
  • 90. Most common answers were some incantation of a bold, extra caffeinated blend.
  • 91. Also, more than half of bloggers have 2 cups of coffee a day or more.
  • 92. We shared all the data with Joffrey’s Roastmaster who came up with a blend of coffee to spec.
  • 93. It was crowdsourced java, created by bloggers, for bloggers. But, what to name it?
  • 94. One clever blogger submitted the following response.
  • 95. Coffee 2.0 Eric Friedman, blogger at Marketing.FM
  • 96. So, Joffrey’s made it.
  • 97.  
  • 98. The promotional materials should look like a software upgrade, since this is version 2.0
  • 99.  
  • 100. We shipped 1,000 US beta testers a sample pouch along with the “installation flier” on the previous slide
  • 101. It was only fair the people who inspired the blend would get to try it before the rest of the world.
  • 102. Plus, it was an opportunity for a new round of publicity and exposure, continuing the beta test narrative.
  • 103. Just a small sampling of the buzz generated:
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  • 115.
    • Campaign credits
    • I conceptualized this campaign in a previous role as Director of Digital Strategy for Pierson Grant Public Relations .
    • However, this was of course a team success!
    • Credit equally goes to:
    • The Joffrey’s account and support teams at Pierson Grant for management
    • and execution.
    • Joffrey’s for being open to a creative idea and helping us ship product quickly.
    • Wake Interactive for building kick ass web apps that just work.
  • 116. Links with detailed case study info: Java Beta Test Case Study Coffee 2.0 Case Study
  • 117. Thank you for clicking through. One last thing – Do you want to learn how to build similar buzz for your brand, blog or website? I share how to create effective online marketing strategies at The Future Buzz. And, it’s free. (But our industry moves fast – subscribe and stay ahead of the curve) Click to get updates via RSS Click to get updates via email www.TheFutureBuzz.com