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Biggby.final.pres.adv492

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FINAL PRESENTATION ADV492-- BIGGBY COFFEE

FINAL PRESENTATION ADV492-- BIGGBY COFFEE

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Transcript

  • 1. Social MediaTakeover
    make friends . love people . have fun
    Emily Maki
    ADV492- NMDL
    April 24, 2009
  • 2. 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
  • 3. B IG CHALLENGES & GOALS
  • 4. BASICS OF THE BIG THEME
    OVERALL THEME;
    Integrated Use of Social Media
    PROS
    • Inexpensive, Yet Effective
    • 5. Attract varying TARGET markets
    • 6. Keeping up with the advancements in technology and communications
    • 7. Best new way to ADVERTISE
    • 8. Personal Outreach- BUILD RELATIONSHIPS
    • 9. Continual, Desired Effect
    • 10. Up-to-date, easy way to inform current or potential customers
    • 11. Replacing the traditional forms of Advertising
    • 12. Enhance BRAND MANAGEMENT
    • 13. Create SEO- SEARCH ENGINE OPTIMIZATION
    Improves Ranking in Search Results
  • 14. 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
    • 15. Emphasize ways to follow your favorite local Biggby employee, varying from store to store
    • 16. “Tweet” printable coupons and special promotions for the day
    • 17. Bring in copy of “RT” (or re-tweet) from Biggby Bob for FREE Small Coffee
    • 18. 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
  • 19. BLOG
    Blogger™
    WordPress™
  • 20. Using Social Media monitoring sites, specifically….
    • Sites like these allow Biggby to track the Social Media “BUZZ” surrounding the company on specific days
    • 21. 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
    • 22. Monitoring the additional Social Media use in the short-run will show immediate results
    • 23. Effectiveness can also be determined through Word-of-Mouth Promotions and interactions with customers in different Biggby locations
    MONITORING BIG SUCCESS
  • 24. 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
  • 25. 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!

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