Social MediaTakeover make friends . love people . have fun Emily Maki ADV492- NMDL April 24, 2009
COMPANY BACKGROUND NEWER COMPANY- Just celebrated 15th Birthday in March 2010 Only Present in 5 States- Michigan, Ohio, Alabama, South Carolina, & Wisconsin First Location- Grand River Ave., East Lansing, MI Local, Friendly, Efficient, Focused on Customer Service 50%Annual Growth Rate Annual Profit- $44 Million Slogan- “Have fun, Be happy, Make friends, Love people and Drink Great Coffee.” 112+ Store Locations and Counting
BRANCH OUT-SOCIAL MEDIA CEO Bob Fish,“Biggby Bob,” has a Twitter™ account with Almost 4,000 Followers!
Engage Employees to Participate in Twitter™ Social Marketing
Emphasize ways to follow your favorite local Biggby employee, varying from store to store
“Tweet” printable coupons and special promotions for the day
Bring in copy of “RT” (or re-tweet) from Biggby Bob for FREE Small Coffee
Reach out to customers who “Tweet” comments, questions, concerns, etc.
*Invite “Fans” of Biggby to special promotional events via Facebook *Advertise more heavily on the side of the Facebook page, especially for those associated with East Lansing and Michigan State University *Allows “Fans” to upload their own personal Biggby photos onto site Personal FREE or little cost *Connect more efficiently with college students, Biggby’s primary target audience in the East Lansing local market Word-of-mouth advertising Enhance Public Relations
Using Social Media monitoring sites, specifically….
Sites like these allow Biggby to track the Social Media “BUZZ” surrounding the company on specific days
Biggby’s advanced Advertising & Marketing team tracks the changes in sales on a monthly basis, therefore the immediate increase in business and profits from this campaign will be evident
Monitoring the additional Social Media use in the short-run will show immediate results
Effectiveness can also be determined through Word-of-Mouth Promotions and interactions with customers in different Biggby locations
MONITORING BIG SUCCESS
Budget Allocation: Depends on the assessment of sales done on a monthly basis by Biggby’s Advertising and Marketing Team Promotional coupons must be accounted for as use of budget, but the additional profit brought in for the company must also be accounted for A Social Media specialist may need to be hired to track the effectiveness of the campaign and monitor success when the customers become more engaged and the popularity of Social Media tactics increase Increase Use of Social Media: During scheduled promotional periods, holidays (with specialty drinks), and if there is a lack of “buzz” about the company SOCIAL MEDIA- INEXPENSIVE, EFFECTIVE, GENERATE ACTIVE RESPONSES FROM CUSTOMERS, LONG-TERM PLAN FOR INCREASING COMPANY SUCCESS UDGET
Financially Adequate Promotional Budget Progressing with new technology & forms of communication Reaching new target audiences Taking in even MORE profit! LOVING THE WORLD OF SOCIAL MEDIA! Reaching Customers! RESULTS!