Content Sells Coffee

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Content Sells Coffee is showcasing coffee brands’ content marketing best practices.

Did you know coffee drinkers make better lovers? Swipe in and discover how content is converting coffee brands' audiences into more loyal and more profitable customers.

Get content: http://www.sqills.be, info@sqills.be

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Content Sells Coffee

  1. CONTENTSELLSCOFFEE7 Can Do’s for Coffee Marketers!Curated by Frank Delmelle, Content Strategist @sQills!!! ! Showcases Series!
  2. HOT STUFFContent Marketing for Coffee Brandshttp://operaviva.lavazza.com/the-project/
  3. Before we start: the following slidesare conceived as a menu, showcasingthe significance of content marketingfor coffee brands worldwide...
  4. ... A tailor made content marketing solution for your brand(s)will evidently require us knowing your objectives,your outlines, in brief: your briefing...
  5. Please have a look... and enlighten us.
  6. HOT STUFFContent Marketing for Coffee Brandshttp://operaviva.lavazza.com/the-project/
  7. InspirationEnlighteningcontentConversationTalk of the town,shareable contentEducationUseful content AspirationEntertainingcontent, stories2341Content: what’s in itfor coffee marketers?SQILLS’ MAGNIFICENT 7 CONTENT DRIVERSTMActivationCampaignablecontentCongratulationRewarding contentCollaborationEngaging,participativecontent567
  8. (… on x coffee content carriers)http://www.found.co.uk/social-media-blackjack-and-coffee/
  9. 1. Inspiration(enlightening content)
  10. ”Coffee is much like wine. It’s created to be savoredand experienced, and this all makes for great content.”Wes Heyden, owner and operator of Roasters Coffeehttp://contently.com/blog/2012/12/20/coffee-content-marketing/;image:http://www.fastcodesign.com/1664869/infographic-of-the-day-the-definitive-guide-to-crazy-coffee-drinks
  11. http://popchartlab.com/collections/prints/products/the-compendious-coffee-chartTHERE’S ‘AMILLION’ WAYSTO MAKE COFFEE
  12. http://www.fastcodesign.com/1664869/infographic-of-the-day-the-definitive-guide-to-crazy-coffee-drinks; https://www.facebook.com/photo.php?fbid=380398415329975&set=a.369851393051344.47162.130515936984892&type=1&theater‘THE DEFINITIVE GUIDETO CRAZY COFFEE DRINKS’
  13. http://www.nespresso.com/magazine/gb/en/home.htmlNESPRESSO(CLUB)DIGIZINE
  14. DOUWE: INSPIRING (B2B) DIGIZINE & PRINT MAGAZINEDoelgroep: Professionals uit de segmenten Medium - & Large Business, Health & Care, Education, Horecaen Small Business (Facilitair managers, F&B managers en inkopers).Doelstelling: Het interactieve magazine dient - in combinatie met het printmagazine - als ondersteunend platformvoor iedereen die in het dagelijks leven op een professionele wijze met koffie en thee te maken heeft. Met hetrelatiemagazine Douwe wil Douwe Egberts Coffee Systems de loyaliteit en retentie verhogen.http://www.customermedia.nl/9959/douwe.htm; http://www.boomerangpublishing.nl/clients/douweegbertscoffeesystems/;http://www.customermedia.nl/10866/tweede-online-magazine-voor-douwe.htm
  15. BRANDED COFFEE TABLE BOOK?“Something desirable, something that acustomer will keep on their coffee tablealong with their books and magazines…”http://www.the-cma.com/news/learn-from-the-glossies-objects-of-desire“The print publication creates a cover-to-cover experience rich in context. And it’san artifact that you can leave on a coffeetable and share or return to again.”http://fsewtheblog.wordpress.com/
  16. http://statigr.am/tag/coffeeINSPIRATION@INSTAGRAM
  17. (P)INSPIRATIONVIA FACEBOOKBRAND PAGE
  18. 2. Conversation(shareable content, earned media)
  19. “Coffee brand Douwe Egbertsgot into a random conversationwith The Dolphin Pub inHackney, which has a strongand distinctly individual Twitterfeed. The two came togetherand a highly entertainingconversation ensues. I love theway that @DouweEgbertsuk justrolled with it and respondedto @The_Dolphin_Pub. (…)I think it’s a good reminder thatbrands should be open and notclosed when it comes to socialmedia and that way they willmore likely reap the benefits ofany opportunities to engagethat come their way.”http://wallblog.co.uk/2012/09/29/possibly-the-greatest-conversation-on-twitter-ever/#ixzz2GnrD1Vvb
  20. STARBUCKS ‘NEWSJACKING’& EARNING CONVERSATION…http://www.cnbc.com/id/100339489/Some_039Cliff039_With_Your_Coffee_Starbucks_Urges_Unity; http://theweek.com/article/index/238247/starbucks-fiscal-cliff-fail-the-coffee-chains-inane-call-for-bipartisanship
  21. http://www.storyworldwide.com/starbucks-ice-cream/STARBUCKS (AGAIN): ‘SHARE A PINT’ FACEBOOK APP
  22. http://socialmediatoday.com/nick-allen/559708/ozone-coffee-roasters-content-marketing-case-study;http://www.evergreensearch.com/7-content-marketing-success-stories/OZONE COFFEE: EDUTAINING CONTENTMEETS PREMIUM CONVERSATION MANAGEMENT•  80:20 rule: Only talking about themselves 20% of the time•  Relevant and ‘edutaining’ content on blog, Twitter, Facebook and Instagram:•  coffee awards/contest•  supplier stories (Costa Rica, El Salvador and Brazil)•  some candid Instagram shots of Latte artand their über trendy Taranaki and London cafés•  ‘the odd shot’ of their great staff•  customer experience photos•  articles about who theyve sponsored•  articles on blends and origins•  brew methods and ways to get great coffee•  frequent use of humour•  something new on average twice a week•  They thank customer for tweets and comments,and go the extra mile if a blogger takes the time to do a review•  They understand content curation, repurposing web contentand tailoring it to their two audience groups on Twitter and Facebook.•  And “they’re loading their site with SEO keywords.”“Not only are Ozone leveraging theirsuppliers CSR angle and reassuring theircustomers that they have quality, but theyare taking the time to educate their clientsand building the full story of their brand.From expert caring staff and roastingprocesses through to their sponsorship ofrafting and what is an emotional storyaround their cofounder.”Ozone’s well rounded loyalty loopthat their content is balanced across:•  SEO and social media based attraction•  Nurturing their existing customerswith info and educative pieces.•  And retaining them with new ideas,community Instagram shots and sharing.
  23. STARBUCKS’ “INSTAGRAM-CENTRICSOCIAL MEDIA STRATEGY”Starbucks is almost definitely the brand making theabsolute most out of its Instagram-centric social mediastrategy. Starbucks strives to be seen as a local-friendly, socially conscious coffee shop that happensto have, oh, a few locations, rather than just anotherlarge corporate chain. In this particular image, we seebags of beans, for sale in the shops, that subtly boastthe Starbucks logo, and a tray of samples of thiscoffee, conceivably headed for the counter of thetweeter’s local Starbucks location to be handed out toindividuals. The coffee is unaltered, and thebackground is dimmed to black, allowing Starbucks toassert that when it comes to its brand, two thingsmatter: the coffee and the customers’ opinions.http://blog.hubspot.com/blog/tabid/6307/bid/32909/The-10-Best-Branded-Companies-on-Instagram.aspx#ixzz2GodHKaWi
  24. “Stumptown relies heavily on visual content; almost every tweet and Facebookpost includes a photo, whether it’s from Instagram or not. (…) The most engagingposts on Instagram are those that are most authentic to Stumptown’s historicallyDIY work ethic, aesthetic, and company spirit, i.e those that have “nothing to dowith coffee, but speak volumes about coffee (or Stumptown) at the same time.”STUMPTOWN COFFEE: FANBASE °INSTAGRAMhttp://www.fanbridge.com/blog/a-different-kind-of-filter-for-stumptown-coffee-using-instagram-to-build-a-fan-base; http://lenscaption.files.wordpress.com/2012/07/stumptown.jpg; http://statigr.am/tag/stumptown/; http://25.media.tumblr.com/tumblr_m946hydbCz1qkx7jzo1_1280.jpg; http://stumptowncoffee.com/?utm_source=blog&utm_medium=link&utm_campaign=stumptown&src=socm
  25. http://gadgetsin.com/worlds-largest-coffee-mug.htm“Coffee creates a communalexperience, even on socialmedia, where people wake upto check their Facebook andTwitter feeds, coffee in-hand”Diane Geurts, Marketing & PR Director Tully’s Coffeehttp://contently.com/blog/2012/12/20/coffee-content-marketing/
  26. https://www.facebook.com/photo.php?fbid=10151242564294243&set=pb.58503569242.-2207520000.1357121111&type=3&theater‘VISUAL MARKETING’ BY ROASTERS: 1 PIC = 105 LIKES
  27. 3. Education(advice, useful content)
  28. “For many, drinking coffee is a ritual, andsavvy coffee content managers know thatcapitalizing on this common visceral reaction tothe beverage provides a rich source of content.”http://contently.com/blog/2012/12/20/coffee-content-marketing/
  29. http://handsomecoffee.tumblr.com/WOULD BE BARISTA’SADRESSED BYHANDSOME COFFEE
  30. https://itunes.apple.com/ee/app/london-coffee-guide/id543293347?mt=8WHERE-TO-FIND-GOOD-COFFEE APP
  31. ILLY HAS ‘EARNED’ REVIEWSIN AL RELEVANT DINING GUIDEShttp://www.slideshare.net/TheBusinessInsider/big-data-social-graph-illycaffe-case-study
  32. http://www.valtira.com/page/1/caribou-case-study.jsp; http://www.cariboucoffee.com/page/1/menu-nutrition.jsp“Caribou Coffee can personalize content, imagery orpromotions based on business rules or user preferences. Thisprovides the site visitor with more relevant information oncoffee types or coffeehouses. (…) The team can also trackinitiatives to better understand the customer.”CARIBOU COFFEE’SPERSONALIZED MENU &NUTRITION SOLUTIONS
  33. http://blog.hubspot.com/blog/tabid/6307/bid/28441/The-15-Best-Facebook-Pages-You-ve-Ever-Seen.aspx#ixzz2GocXtbQn“Community Coffee uses recipesand fun birthday ecards to helpbring its products to life. Overall,this is a deep page with lots ofcontent to keep engagement high.”COMMUNITYCOFFEEFACEBOOKRECIPE APP
  34. 4. Aspiration(Stories, entertaining content)
  35. http://www.storybeats.com.br/wp-content/uploads/2011/01/Ellison_Starbucks_525.jpg“O segundo exemplo éinternacional e trouxe a marcae os produtos da Starbuckscomo uma facilitadora de boashistórias. O café já sugere boasconversas e ocompartilhamento delAs, sendoassim, a empresa assumiu ashistórias como sendo um bemvalioso e ocupou a posição deportadora dele. É o Storytellingtornando-se cada vez maisimportante e prometendo serpeça chave nas estratégias decomunicação e marketing aolongo de 2011.”
  36. http://contently.com/blog/2012/12/20/coffee-content-marketing/; http://vimeo.com/32820015“Over the last several months, Stumptown has continued filming coffee farmers in their element. The latest in our seriesof Source Trip Films features Colombian coffee producers and the intense relationship between these growers, the coffeeand their communities.”STORIFICATION BY STUMPTOWN
  37. http://www.intelligentsiacoffee.com/SUPPLIER STORIES, INTELLIGENTSIA COFFEE
  38. http://www.nespresso.com/livrecachette/A BRANDED NOVEL BY NESPRESSO (CLUB)
  39. http://www.nespresso.com/livrecachette/BRANDED NOVEL BY NESPRESSO (CLUB)
  40. http://contentmarketingsuite.com/article/27497/Rewind-Folgers-Coffee-Is-Answer-to-Marital-Problems-in-This-60s-TV-AdFOLGERS°AD STORYHERITAGE
  41. http://handsomecoffee.tumblr.com/BRANDED ENTERTAINMENT BY HANDSOME COFFEE ROASTERS
  42. HAS BEAN COFFEE: STORY GALOREVlog, blog(osphere), Flickr, Youtube, Tumblr, Twitter, App store,Vimeo, Blip, Slideshare, etc. etc..“Stephen Leighton built his West Midlands coffee business upfrom a single roaster in his garage to serving 20,000 customers,using content marketing and a lot of hard work.. (…) He still isplugging every possible aspect of his brand’s story on every possibleplatform in a consistent entertaining voice. See e.g. his weeklycoffee tasting show In My Mug >>http://www.hasblog.co.uk/; http://dev.hasbean.co.uk/featured-slideshow/has-bean-jailbreak-1.jpg;http://drawcoffee.com/tag/has-bean/; http://poppycockcreative.blogspot.be/2012/10/recycled-pencil-pot-with-has-bean-bags.html; http://www.inmymug.com/
  43. http://www.inmymug.com/
  44. http://drawcoffee.com/tag/has-bean/The Stories of Has Bean Coffeeare not just building SEO, they’reengaging the creative crèmede la crème of the blogosphere.HAS BEAN COFFEEEARNING CREATIVEBLOGGER ENGAGEMENT
  45. STARBUCKS PROMOTING RECYCLING AWARENESS ON EARTH DAYstreet art campaign – branded video – homepage – blog(s) – youtube (channel) - “They set up a street art campaign in theFlat Iron District in New York City, building a tree out of cups of coffee in variegated shades. Each person that put their cupdown traded in their paper cup for a reusable mug or tumbler. The promo asks: "If everyone made one small change, couldwe change the world?" The spot suggests: "One person changing can save trees, together we can save forests."http://www.youtube.com/user/Starbucks; http://blog.brightcove.com/en/2011/04/celebrating-earth-day-video-starbucks
  46. http://www.costa.co.uk/media/7352/COS3775%20Foundation%20GUATEMALA_v2.pdfCSR STORIESCOSTA COFFEE
  47. http://trends.e-strategyblog.com/2012/09/14/caffeinating-at-the-office-infographic/3793(BRANDED?)COFFEEINFOGRAPHICS
  48. http://thecoffeelocator.com/Coffeesocial/Fun/Coffee-fun/Coffee-funzone-s-Photos/Photos#photoid=223What’s your story?
  49. 5. Collaboration(co-created, participative content)
  50. LAVAZZA ‘OPERA VIVA’: A CO-CREATED, CURATED & CUSTOMIZABLE CALENDAR•  Co-created/crowdsourced:fans were invited to sendvideo and pictures viaInstragam, Twitter andFacebook.•  ‘Curated’ by digitalartist Marco Brambilla,into iPhone app /”global video collage”•  “Download & personalize”•  #Lavazza Calendar Heritage. http://operaviva.lavazza.com/the-project/;http://wallblog.co.uk/2012/12/14/the-lavazza-2013-social-calendar/
  51. http://operaviva.lavazza.com/the-project/;http://wallblog.co.uk/2012/12/14/the-lavazza-2013-social-calendar/
  52. http://www.fastcocreate.com/1681960/venti-creativity-starbucks-becomes-artists-inspiration-and-medium#1“It began, as so many things doin life, with a cup of coffee. Oneday, Japanese artist TomokoShintani decided to draw onhers. The result is a series ofengaging illustrations that flowfrom Starbucks coffee cups."There was no particularreason or idea. I just drew on acup because it was paper,"Shintani says. The resultingdoodle, which integrated theStarbucks cup that helped fuelits creation, begat a new hobbyand a whimsical series ofimages that have captured theattention of Instagram, and theInternet by extension.”STARBUCKS COFFEE CUPCREATIVITY CONQUERSINSTAGRAM “ANDTHE ENTIRE INTERNET”
  53. ‘MY STARBUCKS IDEA’“You know better than anyone elsewhat you want from Starbucks. So tellus. Whats your Starbucks Idea?Revolutionary or simple – we want tohear it. Share your ideas, tell us whatyou think of other peoples ideas andjoin the discussion. Were here, andwere ready to make ideas happen.Lets get started.”http://www.starbucks.com/coffeehouse/learn-more/my-starbucks-idea
  54. http://blogs.forrester.com/doug_williams/10-10-05-starbucks_tackles_big_product_strategy_issues_using_social_co_creation_contests“Social co-creation contests are onlinecontests sponsored by a company (andoften hosted by a vendor) whereby aquestion or problem is posed to anaudience, with a prize given as anincentive for participation. (…)Starbucks put up the $20,000 prizemoney, and betacup partner jovoto (asocial co-creation contest vendor)launched the contest to its cultivatedaudience of creatives.  (…)The actual winning entry was dubbed"The Karma Cup," its idea was simple.At the register of each Starbucks storewill sit a small chalkboard. Each time aperson brings in a reusable cup for theirbeverage, a box is checked off -- andevery 10th beverage is free. (…) Thiseffort shows that product strategyissues big and small can be addressedvia co-creation.”STARBUCKS TACKLES BIG PRODUCT STRATEGY ISSUESUSING SOCIAL CO-CREATION CONTESTS
  55. COFFEE FOR LESS ENCOURAGED USER GENERATED CONTENT(REVIEWS) AND SAW CONVERSION RATES JUMP 125%AMONG VISITORS THAT ACCESSED THE CONTENTTo cultivate user-generated updatesfor content marketing, Coffee for Lessencourages users who make purchaseson the site to review the productsthey bought.Content that showcases productexperiences helps demonstrate value.ROI:•  125% conversion rate jumpamong website visitorsthat accessed the content•  organic search trafficto the site increased 10%•  interesting reviews shared/traveledon Twitter and Facebook.http://www.brafton.com/news/encouraging-user-generated-content-can-boost-site-traffic;http://contentlead.com/blog/user-generated-content-marketing-let-your-customers-generate-some-of-that-content-for-you
  56. LIBELLE & SENSEOKOFFIEPANEL“Douwe Egberts wilde Senseo een nieuwe impulsgeven en kwam met Sanoma tot het co-creatieconcept van het Libelle & Senseo Koffiepanel.“http://www.marketingtribune.nl/nieuws/de-smaak-van-libelle/#When:08:35:59Z
  57. 6. Activation(campaignable, ‘agency’ content)
  58. https://www.facebook.com/photo.php?fbid=354908651212285&set=a.134651239904695.4988.130515936984892&type=1&theaterCOMMENT& WIN COFFEE(ESQUIRES NZ)
  59. ILLY:“HOW DO YOULIVE HAPPILLY?”
  60. (P)INSPIRATION = TRAFFIC = CONVERSION
  61. https://www.facebook.com/peetsWIN A PEAK BEHINDTHE SCENES AT PEET’S
  62. “Costa Coffee launched a Facebookapp for their (3m) Coffee Clubmembers. The app gives membersdirect access to their account fromwithin Facebook. It will also meanunregistered Coffee Club membersthe chance to register their cardwithin the platform. As part of apromotional drive, 10 million loyaltypoints will be given away onFacebook. (…) When you have savedup enough you can pay for yourCosta order with your points. (…)The app will help members to seewhat they can use the points for ina platform they are familiar withand will of course give Costa somerather valuable data about theirmost devoted customers too.”http://wallblog.co.uk/2012/08/28/costa-to-launch-new-facebook-app-to-make-buying-coffee-easier/#ixzz2Gns309W2‘REGISTER & ENJOYMEMBER ADVANTAGES’(COSTA COFFEE CLUB)
  63. http://www.zipdial.com/corp/cafe-coffee-day-friendship-day-campaign-coupon-distribution-via-zipdial/Cafe Coffee Day (CCD) got more than 35% of its customers redeeming the coupons from thepromotional booklets sold on the Friendship day. These booklets are sold at a token price at its coffeeshops and inside carry discount/freebie deals which can be redeemed using coupon codes at the timeof placing orders. To get the coupon codes customers can ZipDial (give a missed call) to phonenumbers assigned to each of the deals.CAFÉ COFFEE DAY – COUPON BOOKLETS
  64. 7. Congratulation(s)(rewarding content, CRM, loyalty stricto sensu)https://www.facebook.com/photo.php?fbid=385488514820965&set=a.369851393051344.47162.130515936984892&type=1&theater
  65. “Mobile Marketer recently highlighted a Dunkin Donuts marketing campaign that used Halloween’s popularity to get Twitter andInstagram users involved with the company’s new mobile payment app, while also winning some user-generated content. Thecompany asked customers to decorate coffee cups in Halloween costumes and share the images on Twitter and Instagram withthe hashtag “dressDD.” The most creative designs received a free $100 mobile gift card. The campaign successfully leverages thebrand’s existing popularity, along with social’s power and general consumer interest in mobile payments.”http://www.brafton.com/news/halloween-content-lets-brands-show-customers-their-lighter-sideDUNKIN DONUTS REWARDING (BRANDED) HALLOWEEN CREATIVITY
  66. http://www.digiday.com/brands/brands-try-out-gamification/Starbucks has a mobile app that rewards users with stars and status levels. It give users incentives tokeep playing. Every time customers walk into a Starbucks and use the app to pay for their coffee, theyearn a star. Once they get a certain number of stars, they move on to different levels. The green level,for example, entitles users to free refills on brewed coffee or tea. The app has progress bars andincentives throughout to motivate users. Additionally, users can sync their app to their Facebookaccount, turning this into a social loyalty play, since users can now share their progress with friends.STARBUCKS REWARDING LOYALTY WITH STARS AND STATUS
  67. NESPRESSO CLUB REWARDS MEMBERS (ONLY) WITH… PRINT CONTENThttp://veillebrandcontent.fr/2010/09/04/nespresso-magazine-une-nouvelle-formule-plus-qualitative/; http://veillebrandcontent.fr/wp-content/uploads/2010/09/Image-15.png“Une nouvelle formule plébiscitée lors de l’étude menée cet été. La formule précédente était trop auto-promotionnelle et moins axée art de vivre.”
  68. http://operaviva.lavazza.com/the-project/Convert your audienceinto smarter, more loyal andMORE PROFITABLE CUSTOMERS.Get content. GetsQills, part of Sanoma0032 (0)15 67 83 77info@sqills.be

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