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Joffreys Coffee & Tea Company Social Media Marketing Case Study
 

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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  • dear sir kindly share with me our presentation... i m really thankful to you. good marketing presentation with excellent idea...my id is jasmin.raval18@gmail.com .
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  • What an excellent idea for marketing your coffee business. I think that all Small Business owners, but especially in food & beverage, need to use social media to market ... marketing is everything and everything is marketing.
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  • Excellent presentation... would appreciate if you could please share the presentation at abhishekshah@rediffmail.com
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  • Great example of first developing the strategy and then looking at Social Media as the tactic to execute the strategy
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  • Coffee 2.0... amazing idea:)
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    Joffreys Coffee & Tea Company Social Media Marketing Case Study Joffreys Coffee & Tea Company Social Media Marketing Case Study Presentation Transcript

    • Joffrey’s Coffee & Tea Co. Social Media Marketing Case Study Presented by Adam Singer Blog: TheFutureBuzz.com Twitter: @AdamSinger
    • <intro about Adam>
    • I work here…
    • http://www.TopRankMarketing.com
    • As a digital marketing account manager
    • blog here…
    • http://www.TheFutureBuzz.com
    • and Tweet here…
    • @AdamSinger
    • </intro>
    • A little about Joffrey’s…
    • Fair Trade Importer of premium coffees and teas from exotic locations
    • Roasted fresh in Tampa, Fla.
    • Sold at retail locations across the southeast
    • Also provides product to many high quality businesses such as:
    • And of course product also is available at Joffreys.com
    • How to build their brand in social media?
    • Target a niche audience…
    • What do the following have in common?
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    • A: they’re all in beta
    • Web 2.0: perpetual beta
    • and…
    • Java is code…
    • … and coffee
    • Did you figure it out yet?
    • Joffrey’s Java Beta Test
    • We created a page where bloggers could sign up to “beta test” java (the coffee variety)
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    • Once a blogger clicked “sign up now” they were taken to this page:
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    • On the backend, we approved bloggers
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    • Bloggers then received an email saying they had been approved, just like in a real software beta
    • Bloggers clicked the email link to complete participation and were taken to this page:
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    • Bloggers filled out their shipping address to get java to test and a quick survey about their coffee preferences
    • We then shipped them a sample pouch of “ Jamaican Me Crazy ” blend of Joffrey’s java to test.
    • 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
    • Also a quick thanks to Damien Huze @ Wake Interactive for developing the web app
    • http://www.WakeInteractive.com
    • But, how to get beta testers?
    • 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
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    • And around 50 more links/postings, prior to even sending out samples
    • 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
    • Once the testers started sampling, the real magic began… Here are just a few reviews
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    • 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!”
    • Results of the test?
    • 1,500+ blogs participating
    • Thousands of mentions for the campaign throughout the Web
    • Hundreds of comments, responses and feedback from bloggers and the Web community
    • Editorial coverage on sites like: Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and over 300 more high quality digital and traditional publications
    • Organic links generated at scale to the beta site and Joffreys.com
    • Strong referral traffic to Joffreys.com in 5 months surrounding test, trend up in sales from social destinations.
      • 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%
    • The test also received coverage in traditional media
    • “ 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 )
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    • And won 2 awards
    • 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
    • <Phase 2>
    • During the beta test, participants were asked to fill out a survey.
    • An open ended question asked bloggers…
    • If you could create a coffee flavor, what would it be?
    • Most common answers were some incantation of a bold, extra caffeinated blend.
    • Also, more than half of bloggers have 2 cups of coffee a day or more.
    • We shared all the data with Joffrey’s Roastmaster who came up with a blend of coffee to spec.
    • It was crowdsourced java, created by bloggers, for bloggers. But, what to name it?
    • One clever blogger submitted the following response.
    • Coffee 2.0 Eric Friedman, blogger at Marketing.FM
    • So, Joffrey’s made it.
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    • The promotional materials should look like a software upgrade, since this is version 2.0
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    • We shipped 1,000 US beta testers a sample pouch along with the “installation flier” on the previous slide
    • It was only fair the people who inspired the blend would get to try it before the rest of the world.
    • Plus, it was an opportunity for a new round of publicity and exposure, continuing the beta test narrative.
    • Just a small sampling of the buzz generated:
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      • 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.
    • Links with detailed case study info: Java Beta Test Case Study Coffee 2.0 Case Study
    • 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