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Joffrey’s Coffee & Tea Co. Social Media Marketing Case Study Presented by Adam Singer Blog: TheFutureBuzz.com Twitter: @AdamSinger

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<intro about Adam>

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I work here…

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http://www.TopRankMarketing.com

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As a digital marketing account manager

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blog here…

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http://www.TheFutureBuzz.com

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and Tweet here…

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@AdamSinger

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</intro>

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A little about Joffrey’s…

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Fair Trade Importer of premium coffees and teas from exotic locations

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Roasted fresh in Tampa, Fla.

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Sold at retail locations across the southeast

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Also provides product to many high quality businesses such as:

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And of course product also is available at Joffreys.com

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How to build their brand in social media?

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Target a niche audience…

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What do the following have in common?

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A: they’re all in beta

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Web 2.0: perpetual beta

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and…

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Java is code…

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… and coffee

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Did you figure it out yet?

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Joffrey’s Java Beta Test

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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

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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

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We then shipped them a sample pouch of “ Jamaican Me Crazy ” blend of Joffrey’s java to test.

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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

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Also a quick thanks to Damien Huze @ Wake Interactive for developing the web app

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http://www.WakeInteractive.com

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But, how to get beta testers?

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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

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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

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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!”

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Results of the test?

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1,500+ blogs participating

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Thousands of mentions for the campaign throughout the Web

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Hundreds of comments, responses and feedback from bloggers and the Web community

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Editorial coverage on sites like: Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and over 300 more high quality digital and traditional publications

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Organic links generated at scale to the beta site and Joffreys.com

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Strong referral traffic to Joffreys.com in 5 months surrounding test, trend up in sales from social destinations.

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<ul><li>Coffee Trends in the Blogosphere </li></ul><ul><li>(Survey data of 1,000 bloggers): </li></ul><ul><li>Average age of Java Beta Tester: approximately 31.5 years old </li></ul><ul><li>Coffee preferences: </li></ul><ul><li>93% prefer regular, 7% prefer decaf </li></ul><ul><li>59% prefer traditional coffee, 41% prefer flavored coffee </li></ul><ul><li>Cups of coffee per day: </li></ul><ul><ul><li>1-2 = 45% </li></ul></ul><ul><ul><li>2-4 = 35% </li></ul></ul><ul><ul><li>4+ = 20% </li></ul></ul><ul><li>Sweetener and cream preferences: </li></ul><ul><ul><li>Cream + sweetener = 50% </li></ul></ul><ul><ul><li>Black = 25% </li></ul></ul><ul><ul><li>Cream only = 19% </li></ul></ul><ul><ul><li>Sweetener only = 6% </li></ul></ul>

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The test also received coverage in traditional media

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“ 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

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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

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<Phase 2>

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During the beta test, participants were asked to fill out a survey.

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An open ended question asked bloggers…

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If you could create a coffee flavor, what would it be?

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Most common answers were some incantation of a bold, extra caffeinated blend.

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Also, more than half of bloggers have 2 cups of coffee a day or more.

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We shared all the data with Joffrey’s Roastmaster who came up with a blend of coffee to spec.

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It was crowdsourced java, created by bloggers, for bloggers. But, what to name it?

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One clever blogger submitted the following response.

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Coffee 2.0 Eric Friedman, blogger at Marketing.FM

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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

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It was only fair the people who inspired the blend would get to try it before the rest of the world.

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Plus, it was an opportunity for a new round of publicity and exposure, continuing the beta test narrative.

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Just a small sampling of the buzz generated:

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<ul><li>Campaign credits </li></ul><ul><li>I conceptualized this campaign in a previous role as Director of Digital Strategy for Pierson Grant Public Relations . </li></ul><ul><li>However, this was of course a team success! </li></ul><ul><li>Credit equally goes to: </li></ul><ul><li>The Joffrey’s account and support teams at Pierson Grant for management </li></ul><ul><li>and execution. </li></ul><ul><li>Joffrey’s for being open to a creative idea and helping us ship product quickly. </li></ul><ul><li>Wake Interactive for building kick ass web apps that just work. </li></ul>

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Links with detailed case study info: Java Beta Test Case Study Coffee 2.0 Case Study

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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