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Joffreys Coffee & Tea Company Social Media Marketing Case Study
This is a modified version of a presentation I gave on October 29, 2008 to Refresh Miami. It incorporates 2 social media marketing campaigns I implemented for Joffrey's Coffee & Tea Company based in Tampa, Florida. See the final slide of the presentation for written case studies and links to blog entries.
1.
Joffrey’s Coffee & Tea Co. Social Media Marketing Case Study Presented by Adam Singer Blog: TheFutureBuzz.com Twitter: @AdamSinger
47.
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
58.
And around 50 more links/postings, prior to even sending out samples
59.
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
60.
Once the testers started sampling, the real magic began… Here are just a few reviews
72.
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!”
75.
Thousands of mentions for the campaign throughout the Web
76.
Hundreds of comments, responses and feedback from bloggers and the Web community
77.
Editorial coverage on sites like: Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and over 300 more high quality digital and traditional publications
78.
Organic links generated at scale to the beta site and Joffreys.com
79.
Strong referral traffic to Joffreys.com in 5 months surrounding test, trend up in sales from social destinations.
80.
<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>
81.
The test also received coverage in traditional media
82.
“ 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 )
85.
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
115.
<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>
116.
Links with detailed case study info: Java Beta Test Case Study Coffee 2.0 Case Study
117.
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
This is a modified version of a presentation I gave on October 29, 2008 to Refresh Miami. It incorporates 2 social media marketing campaigns I implemented for Joffrey's Coffee & Tea Company based in Tampa, Florida. See the final slide of the presentation for written case studies and links to blog entries.
1.
Joffrey’s Coffee & Tea Co. Social Media Marketing Case Study Presented by Adam Singer Blog: TheFutureBuzz.com Twitter: @AdamSinger
47.
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
58.
And around 50 more links/postings, prior to even sending out samples
59.
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
60.
Once the testers started sampling, the real magic began… Here are just a few reviews
72.
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!”
75.
Thousands of mentions for the campaign throughout the Web
76.
Hundreds of comments, responses and feedback from bloggers and the Web community
77.
Editorial coverage on sites like: Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and over 300 more high quality digital and traditional publications
78.
Organic links generated at scale to the beta site and Joffreys.com
79.
Strong referral traffic to Joffreys.com in 5 months surrounding test, trend up in sales from social destinations.
80.
<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>
81.
The test also received coverage in traditional media
82.
“ 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 )
85.
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
115.
<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>
116.
Links with detailed case study info: Java Beta Test Case Study Coffee 2.0 Case Study
117.
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