Content Sells Coffee

CONTENT
SELLS
COFFEE
7 Can Do’s for Coffee Marketers!
Curated by Frank Delmelle, Content Strategist @sQills!
!
! ! Showcases Series!

HOT STUFFContent Marketing for Coffee Brands
http://operaviva.lavazza.com/the-project/

Before we start: the following slides
are conceived as a menu, showcasing
the significance of content marketing
for coffee brands worldwide...

... A tailor made content marketing solution for your brand(s)
will evidently require us knowing your objectives,
your outlines, in brief: your briefing...

Please have a look... and enlighten us.

Inspiration
Enlightening
content
Conversation
Talk of the town,
shareable content
Education
Useful content Aspiration
Entertaining
content, stories
2
3
4
1
Content: what’s in it
for coffee marketers?
SQILLS’ MAGNIFICENT 7 CONTENT DRIVERSTM
Activation
Campaignable
content
Congratulation
Rewarding content
Collaboration
Engaging,
participative
content
5
6
7

(… on x coffee content carriers)
http://www.found.co.uk/social-media-blackjack-and-coffee/

1. Inspiration
(enlightening content)

”Coffee is much like wine. It’s created to be savored
and experienced, and this all makes for great content.”
Wes Heyden, owner and operator of Roasters Coffee
http://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

http://popchartlab.com/
collections/prints/products/the-
compendious-coffee-chart
THERE’S ‘A
MILLION’ WAYS
TO MAKE COFFEE

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 GUIDE
TO CRAZY COFFEE DRINKS’

http://
www.nespresso.co
m/magazine/gb/
en/home.html
NESPRESSO
(CLUB)
DIGIZINE

DOUWE: INSPIRING (B2B) DIGIZINE & PRINT MAGAZINE
Doelgroep: Professionals uit de segmenten Medium - & Large Business, Health & Care, Education, Horeca
en Small Business (Facilitair managers, F&B managers en inkopers).
Doelstelling: Het interactieve magazine dient - in combinatie met het printmagazine - als ondersteunend platform
voor iedereen die in het dagelijks leven op een professionele wijze met koffie en thee te maken heeft. Met het
relatiemagazine 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

BRANDED COFFEE TABLE BOOK?
“Something desirable, something that a
customer will keep on their coffee table
along 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’s
an artifact that you can leave on a coffee
table and share or return to again.”
http://fsewtheblog.wordpress.com/

http://statigr.am/tag/coffee
INSPIRATION
@INSTAGRAM

(P)INSPIRATION
VIA FACEBOOK
BRAND PAGE

2. Conversation
(shareable content, earned media)

“Coffee brand Douwe Egberts
got into a random conversation
with The Dolphin Pub in
Hackney, which has a strong
and distinctly individual Twitter
feed. The two came together
and a highly entertaining
conversation ensues. I love the
way that @DouweEgbertsuk just
rolled with it and responded
to @The_Dolphin_Pub. (…)
I think it’s a good reminder that
brands should be open and not
closed when it comes to social
media and that way they will
more likely reap the benefits of
any opportunities to engage
that come their way.”
http://wallblog.co.uk/2012/09/29/
possibly-the-greatest-conversation-on-
twitter-ever/#ixzz2GnrD1Vvb

STARBUCKS ‘NEWSJACKING’
& EARNING CONVERSATION…
http://www.cnbc.com/id/100339489/
Some_039Cliff039_With_Your_Coffee_Starbucks_U
rges_Unity; http://theweek.com/article/index/
238247/starbucks-fiscal-cliff-fail-the-coffee-chains-
inane-call-for-bipartisanship

http://www.storyworldwide.com/starbucks-ice-cream/
STARBUCKS (AGAIN): ‘SHARE A PINT’ FACEBOOK APP

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 CONTENT
MEETS 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 art
and their über trendy Taranaki and London cafés
•  ‘the odd shot’ of their great staff
•  customer experience photos
•  articles about who they've 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 content
and 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 their
supplier's CSR angle and reassuring their
customers that they have quality, but they
are taking the time to educate their clients
and building the full story of their brand.
From expert caring staff and roasting
processes through to their sponsorship of
rafting and what is an emotional story
around their cofounder.”
Ozone’s well rounded loyalty loop
that their content is balanced across:
•  SEO and social media based attraction
•  Nurturing their existing customers
with info and educative pieces.
•  And retaining them with new ideas,
community Instagram shots and sharing.

STARBUCKS’ “INSTAGRAM-CENTRIC
SOCIAL MEDIA STRATEGY”
Starbucks is almost definitely the brand making the
absolute most out of its Instagram-centric social media
strategy. Starbucks strives to be seen as a local-
friendly, socially conscious coffee shop that happens
to have, oh, a few locations, rather than just another
large corporate chain. In this particular image, we see
bags of beans, for sale in the shops, that subtly boast
the Starbucks logo, and a tray of samples of this
coffee, conceivably headed for the counter of the
tweeter’s local Starbucks location to be handed out to
individuals. The coffee is unaltered, and the
background is dimmed to black, allowing Starbucks to
assert that when it comes to its brand, two things
matter: the coffee and the customers’ opinions.
http://blog.hubspot.com/blog/tabid/6307/bid/32909/The-10-Best-Branded-Companies-on-Instagram.aspx#ixzz2GodHKaWi

“Stumptown relies heavily on visual content; almost every tweet and Facebook
post includes a photo, whether it’s from Instagram or not. (…) The most engaging
posts on Instagram are those that are most authentic to Stumptown’s historically
DIY work ethic, aesthetic, and company spirit, i.e those that have “nothing to do
with coffee, but speak volumes about coffee (or Stumptown) at the same time.”
STUMPTOWN COFFEE: FANBASE °INSTAGRAM
http://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

http://gadgetsin.com/worlds-largest-coffee-mug.htm
“Coffee creates a communal
experience, even on social
media, where people wake up
to check their Facebook and
Twitter feeds, coffee in-hand”
Diane Geurts, Marketing & PR Director Tully’s Coffee
http://contently.com/blog/
2012/12/20/coffee-content-
marketing/

https://www.facebook.com/
photo.php?
fbid=10151242564294243&s
et=pb.
58503569242.-220752000
0.1357121111&type=3&theater
‘VISUAL MARKETING’ BY ROASTERS: 1 PIC = 105 LIKES

3. Education
(advice, useful content)

“For many, drinking coffee is a ritual, and
savvy coffee content managers know that
capitalizing on this common visceral reaction to
the beverage provides a rich source of content.”
http://contently.com/blog/2012/12/20/
coffee-content-marketing/

http://handsomecoffee.tumblr.com/
WOULD BE BARISTA’S
ADRESSED BY
HANDSOME COFFEE

https://itunes.apple.com/ee/app/london-coffee-guide/id543293347?mt=8WHERE-TO-FIND-GOOD-COFFEE APP

ILLY HAS ‘EARNED’ REVIEWS
IN AL RELEVANT DINING GUIDES
http://www.slideshare.net/TheBusinessInsider/big-data-
social-graph-illycaffe-case-study

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 or
promotions based on business rules or user preferences. This
provides the site visitor with more relevant information on
coffee types or coffeehouses. (…) The team can also track
initiatives to better understand the customer.”
CARIBOU COFFEE’S
PERSONALIZED MENU &
NUTRITION SOLUTIONS

http://blog.hubspot.com/blog/tabid/
6307/bid/28441/The-15-Best-Facebook-
Pages-You-ve-Ever-
Seen.aspx#ixzz2GocXtbQn
“Community Coffee uses recipes
and fun birthday ecards to help
bring its products to life. Overall,
this is a deep page with lots of
content to keep engagement high.”
COMMUNITY
COFFEE
FACEBOOK
RECIPE APP

4. Aspiration
(Stories, entertaining content)

http://www.storybeats.com.br/
wp-content/uploads/2011/01/
Ellison_Starbucks_525.jpg
“O segundo exemplo é
internacional e trouxe a marca
e os produtos da Starbucks
como uma facilitadora de boas
histórias. O café já sugere boas
conversas e o
compartilhamento delAs, sendo
assim, a empresa assumiu as
histórias como sendo um bem
valioso e ocupou a posição de
portadora dele. É o Storytelling
tornando-se cada vez mais
importante e prometendo ser
peça chave nas estratégias de
comunicação e marketing ao
longo de 2011.”

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 series
of Source Trip Films features Colombian coffee producers and the intense relationship between these growers, the coffee
and their communities.”
STORIFICATION BY STUMPTOWN

http://www.intelligentsiacoffee.com/
SUPPLIER STORIES, INTELLIGENTSIA COFFEE

http://www.nespresso.com/livrecachette/
A BRANDED NOVEL BY NESPRESSO (CLUB)

http://www.nespresso.com/livrecachette/
BRANDED NOVEL BY NESPRESSO (CLUB)

http://
contentmarketingsuite
.com/article/27497/
Rewind-Folgers-
Coffee-Is-Answer-to-
Marital-Problems-in-
This-60s-TV-Ad
FOLGERS
°AD STORY
HERITAGE

http://handsomecoffee.tumblr.com/
BRANDED ENTERTAINMENT BY HANDSOME COFFEE ROASTERS

HAS BEAN COFFEE: STORY GALORE
Vlog, blog(osphere), Flickr, Youtube, Tumblr, Twitter, App store,
Vimeo, Blip, Slideshare, etc. etc..
“Stephen Leighton built his West Midlands coffee business up
from a single roaster in his garage to serving 20,000 customers,
using content marketing and a lot of hard work.. (…) He still is
plugging every possible aspect of his brand’s story on every possible
platform in a consistent entertaining voice. See e.g. his weekly
coffee 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/

http://drawcoffee.com/tag/has-bean/
The Stories of Has Bean Coffee
are not just building SEO, they’re
engaging the creative crème
de la crème of the blogosphere.
HAS BEAN COFFEE
EARNING CREATIVE
BLOGGER ENGAGEMENT

STARBUCKS PROMOTING RECYCLING AWARENESS ON EARTH DAY
street art campaign – branded video – homepage – blog(s) – youtube (channel) - “They set up a street art campaign in the
Flat Iron District in New York City, building a tree out of cups of coffee in variegated shades. Each person that put their cup
down traded in their paper cup for a reusable mug or tumbler. The promo asks: "If everyone made one small change, could
we 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

http://www.costa.co.uk/media/
7352/COS3775%20Foundation
%20GUATEMALA_v2.pdf
CSR STORIES
COSTA COFFEE

http://trends.e-
strategyblog.com/
2012/09/14/caffeinating-at-
the-office-infographic/3793
(BRANDED?)
COFFEE
INFOGRAPHICS

http://thecoffeelocator.com/Coffeesocial/Fun/Coffee-fun/Coffee-funzone-s-Photos/Photos#photoid=223
What’s your story?

5. Collaboration
(co-created, participative content)

LAVAZZA ‘OPERA VIVA’: A CO-CREATED, CURATED & CUSTOMIZABLE CALENDAR
•  Co-created/crowdsourced:
fans were invited to send
video and pictures via
Instragam, Twitter and
Facebook.
•  ‘Curated’ by digital
artist 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/

http://operaviva.lavazza.com/the-project/;
http://wallblog.co.uk/2012/12/14/the-lavazza-2013-social-calendar/

http://www.fastcocreate.com/1681960/venti-creativity-starbucks-becomes-artists-inspiration-and-medium#1
“It began, as so many things do
in life, with a cup of coffee. One
day, Japanese artist Tomoko
Shintani decided to draw on
hers. The result is a series of
engaging illustrations that flow
from Starbucks coffee cups.
"There was no particular
reason or idea. I just drew on a
cup because it was 'paper,'"
Shintani says. The resulting
doodle, which integrated the
Starbucks cup that helped fuel
its creation, begat a new hobby
and a whimsical series of
images that have captured the
attention of Instagram, and the
Internet by extension.”
STARBUCKS COFFEE CUP
CREATIVITY CONQUERS
INSTAGRAM “AND
THE ENTIRE INTERNET”

‘MY STARBUCKS IDEA’
“You know better than anyone else
what you want from Starbucks. So tell
us. What's your Starbucks Idea?
Revolutionary or simple – we want to
hear it. Share your ideas, tell us what
you think of other people's ideas and
join the discussion. We're here, and
we're ready to make ideas happen.
Let's get started.”
http://www.starbucks.com/
coffeehouse/learn-more/my-
starbucks-idea

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 online
contests sponsored by a company (and
often hosted by a vendor) whereby a
question or problem is posed to an
audience, with a prize given as an
incentive for participation. (…)
Starbucks put up the $20,000 prize
money, and betacup partner jovoto (a
social co-creation contest vendor)
launched the contest to its cultivated
audience of creatives. (…)
The actual winning entry was dubbed
"The Karma Cup," its idea was simple.
At the register of each Starbucks store
will sit a small chalkboard. Each time a
person brings in a reusable cup for their
beverage, a box is checked off -- and
every 10th beverage is free. (…) This
effort shows that product strategy
issues big and small can be addressed
via co-creation.”
STARBUCKS TACKLES BIG PRODUCT STRATEGY ISSUES
USING SOCIAL CO-CREATION CONTESTS

COFFEE FOR LESS ENCOURAGED USER GENERATED CONTENT
(REVIEWS) AND SAW CONVERSION RATES JUMP 125%
AMONG VISITORS THAT ACCESSED THE CONTENT
To cultivate user-generated updates
for content marketing, Coffee for Less
encourages users who make purchases
on the site to review the products
they bought.
Content that showcases product
experiences helps demonstrate value.
ROI:
•  125% conversion rate jump
among website visitors
that accessed the content
•  organic search traffic
to the site increased 10%
•  interesting reviews shared/traveled
on 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

LIBELLE & SENSEO
KOFFIEPANEL
“Douwe Egberts wilde Senseo een nieuwe impuls
geven en kwam met Sanoma tot het co-creatie
concept van het Libelle & Senseo Koffiepanel.“
http://www.marketingtribune.nl/nieuws/de-smaak-
van-libelle/#When:08:35:59Z

6. Activation
(campaignable, ‘agency’ content)

photo.php?
fbid=354908651212285&set=a.
134651239904695.4988.130515936
984892&type=1&theater
COMMENT
& WIN COFFEE
(ESQUIRES NZ)

ILLY:
“HOW DO YOU
LIVE HAPPILLY?”

(P)INSPIRATION = TRAFFIC = CONVERSION

https://www.facebook.com/peets
WIN A PEAK BEHIND
THE SCENES AT PEET’S

“Costa Coffee launched a Facebook
app for their (3m) Coffee Club
members. The app gives members
direct access to their account from
within Facebook. It will also mean
unregistered Coffee Club members
the chance to register their card
within the platform. As part of a
promotional drive, 10 million loyalty
points will be given away on
Facebook. (…) When you have saved
up enough you can pay for your
Costa order with your points. (…)
The app will help members to see
what they can use the points for in
a platform they are familiar with
and will of course give Costa some
rather valuable data about their
most devoted customers too.”
http://wallblog.co.uk/2012/08/28/
costa-to-launch-new-facebook-app-to-
make-buying-coffee-easier/
#ixzz2Gns309W2
‘REGISTER & ENJOY
MEMBER ADVANTAGES’
(COSTA COFFEE CLUB)

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 the
promotional booklets sold on the Friendship day. These booklets are sold at a token price at its coffee
shops and inside carry discount/freebie deals which can be redeemed using coupon codes at the time
of placing orders. To get the coupon codes customers can ZipDial (give a missed call) to phone
numbers assigned to each of the deals.
CAFÉ COFFEE DAY – COUPON BOOKLETS

7. Congratulation(s)
(rewarding content, CRM, loyalty stricto sensu)
photo.php?
fbid=385488514820965&set=a.
369851393051344.47162.1305159
36984892&type=1&theater

“Mobile Marketer recently highlighted a Dunkin Donuts marketing campaign that used Halloween’s popularity to get Twitter and
Instagram users involved with the company’s new mobile payment app, while also winning some user-generated content. The
company asked customers to decorate coffee cups in Halloween costumes and share the images on Twitter and Instagram with
the hashtag “dressDD.” The most creative designs received a free $100 mobile gift card. The campaign successfully leverages the
brand’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-side
DUNKIN DONUTS REWARDING (BRANDED) HALLOWEEN CREATIVITY

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 to
keep playing. Every time customers walk into a Starbucks and use the app to pay for their coffee, they
earn 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 and
incentives throughout to motivate users. Additionally, users can sync their app to their Facebook
account, turning this into a social loyalty play, since users can now share their progress with friends.
STARBUCKS REWARDING LOYALTY WITH STARS AND STATUS

NESPRESSO CLUB REWARDS MEMBERS (ONLY) WITH… PRINT CONTENT
http://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.”

http://operaviva.lavazza.com/the-project/
Convert your audience
into smarter, more loyal and
MORE PROFITABLE CUSTOMERS.
Get content. Get
sQills, part of Sanoma
0032 (0)15 67 83 77
info@sqills.be

Content Sells Coffee

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