Small Business Evaluation Group Project

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Table of Contents
Introduction................................................................................................................................3-5
Overview of Scout Coffee Company ....................................................................................... 3
Background Information ......................................................................................................3-5
Criteria....................................................................................................................................... 5
Purpose Statement and Research Questions.......................................................................... 5
Behavioral Observations ...........................................................................................................5-8
Methods...................................................................................................................................5-6
Checklist Observation..........................................................................................................6-7
Field Observation.................................................................................................................... 7
Results.....................................................................................................................................7-8
Interviews..................................................................................................................................8-10
Methods...................................................................................................................................8-9
Results...................................................................................................................................... 10
Survey Data ............................................................................................................................10-15
Methods...............................................................................................................................10-12
Results.................................................................................................................................12-15
Conclusions.............................................................................................................................15-17
How do Scout’s social media strategies align with best practices in social media
marketing?..........................................................................................................................15-16
How do customers use of social media impact Scout?....................................................16-17
How do Scout’s social media strategies help accomplish their mission?........................... 17
Recommendations..................................................................................................................17-18
Limitations..............................................................................................................................18-19
Reflection ..................................................................................................................................... 19
Appendix.................................................................................................................................20-52
Behavioral Observations ...................................................................................................20-25
Field Observations ...........................................................................................................20-25
Instagram Data.................................................................................................................25-31
Interviews............................................................................................................................31-44
Interview Script................................................................................................................31-32
Interview Transcriptions..................................................................................................32-41
Table Based on Interviews...............................................................................................42-43
Survey Data ........................................................................................................................44-51
Survey Instrument............................................................................................................44-47
Graphs Based on Survey Results.....................................................................................48-50
Correlation Matrix ................................................................................................................ 51
References................................................................................................................................ 52

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Introduction
Overview of Scout Coffee Company
Scout Coffee Company, abbreviated Scout, posts on their website, “Our goal has always
been to create inspiring spaces, with great people and amazing products, in a way that truly
adds value to our community” (Scout Coffee Company). The community in which Scout is
located is San Luis Obispo, a small town on the central coast of California, often referred to as
SLO. Scout is a local business with two retail locations, one in the heart of Downtown SLO,
and the other located on Foothill Boulevard, close to the California Polytechnic State
University, San Luis Obispo campus. The design of both Scout locations embraces natural light
and incorporates elements of the outdoors into the interior (Scout Coffee Company). The
owners of Scout operate a separate roasting company, HoneyCo Coffee Roasters, or HoneyCo.
HoneyCo produces a wide range of roast profiles in order to meet the needs of all kinds of
coffee consumers (HoneyCo Coffee Roasters). Together, Scout and HoneyCo have an online
social media presence under the name Scout. Scout has accounts on Facebook, Flickr,
Instagram, and Twitter, in order to promote their brand and strengthen their connections with
customers (Scout Coffee Company).
Background Information
For the purposes of this assessment, the researchers, also referred to as evaluators
throughout this report, will focus on Scout 2, the retail location close to the Cal Poly SLO
campus. However, Scout does not distinguish between locations or HoneyCo versus Scout on
social media. Therefore, when referencing Scout on social media, this assessment refers to
Scout and HoneyCo as a whole, and when referencing Scout in store, this assessment refers to

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Scout 2. As mentioned in the preceding paragraph, Scout is a local business that desires to better
the SLO community by serving fresh products, and more importantly, putting a face to the
people behind those products (Scout Coffee Company). Not only do the owners and employees
of Scout manage customer relationships in store, but the company also continues the customer
experience online through social media. Today, with the wide variety of platforms available
and easily accessible, social media has become a primary method of marketing and networking
for successful companies (Bhattacharya, 2014). In other words, social media platforms that
enable companies and customers to create and share information with one another are extending
the spheres of marketing influence. Furthermore, the authors of an article published in the
journal Business Horizons explain that “Internet based media expands marketing’s ability to
move consumers from awareness to engagement, consideration, loyalty, and advocacy. While
the use of traditional media constitutes a trade off between reach and consumer engagement,
social media enables both reach and engagement through judicious use of all formats and
platforms” (Hanna et al., 2011, p. 266). The authors claim that social media platforms are not
about web sites, but instead, they are about experiences; experiences that arise when marketers
are able to incorporate reach, intimacy, and engagement through the interconnectedness of
online social media (Hanna et al.) According to an article that defines social media jargon, reach
refers to the number of people who see your content, engagement means the number of
interactions people have with your content (i.e.: likes, comments, etc.), and intimacy is a formal
term for the connectedness people feel with your content (Morrison, 2015). For the remainder
of this report, the researchers will refer to intimacy as personal connection. To conclude, the
research above indicates that social media marketing can be beneficial for companies, if reach,
personal connection, and engagement are incorporated to create online customer experiences.

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By evaluating Scout’s use of social media, and monitoring feedback from customers online and
offline, Scout can adjust their social media marketing strategies accordingly.
Criteria
Based on Scout’s mission statement and best practices in social media according to Hanna,
Rohm, and Crittenden, this assessment will report data gathered regarding Scout’s social media
reach, level of personal connection through social media, level of engagement through social
media, and customer perceptions of Scout overall.
Purpose Statement and Research Questions
The purpose of this assessment is to evaluate the effectiveness of Scout Coffee Company’s
social media marketing strategies to determine whether their use of social media is helping to align
customer perceptions of Scout Coffee Company with the company’s intended mission.
Specifically, this assessment will evaluate:
1. How do Scout’s social media strategies align with best practices in social media marketing?
2. How do customers use of social media impact Scout?
3. How do Scout’s social media strategies help accomplish their mission?
Behavioral Observations
Methods
Prior to the collection of data, the researchers defined, precisely, the behaviors to be
observed. The researchers agreed upon criteria that would be consistent across all forms of social
media. However, due to the unique nature of each platform of social media, there were minor
differences in the data able to be gathered. The researchers met on campus one afternoon to observe

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Scout’s four primary social media accounts (Facebook, Flickr, Instagram, and Twitter) on personal
laptops for 30 minutes. Two days later, the researchers gathered again in the same building on
campus to discuss data. The setting for discussion was selected because it was a quiet area, free
from distractions. Other influences, such as the time of day, the location, the weather, and more,
did not affect the checklist or field observations for this assessment, as the observations were based
on unchanging, online content.
Checklist Observation
Due to the nature of this assessment, the researchers did not conduct typical checklist
observations. The checklist for this assessment was created according to the capabilities of each
social media platform. The criteria included quantifiable observations such as the number of
followers, the number of followings, the total number of posts, the number of likes, and the number
of comments, if applicable. No criteria were excluded. Total, there were five criteria on the
checklist. However, the researchers did not observe an area and make tallies on a sheet based on
the above criteria. Instead, the researchers observed the social media activity in the month of April,
per account, online. It is important to note that the researchers found that not all of the platforms
were active during the month of April; in which case, the researchers gathered as much data as
possible from the account in relation to the criteria.
In terms of pilot testing, the researchers did not pilot test the checklist observation, as the
data was unchanging and factual. However, it was difficult for the researchers to determine and
decide upon the criteria, due to the differences from social media platform to platform. In addition,
because the data was fact-based and uninfluenced by timing or researcher observing, each
researcher did not observe each form of social media. Instead, each researcher observed a different

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form of social media based on the same set of criteria. One researcher observed two social media
platforms, as there were four platforms total.
Field Observation
In terms of the field observation portion of this assessment, each researcher observed each
social media platform and recorded at least six observations per platform. The guidelines agreed
upon by the researchers included observing trends and commonalities, and focusing on the content
of the posts and the responses of Scout’s followers. Aside from these guidelines, the researchers
were to note any and all observations.
Results
Total Number
of Followers
Total Number
of Followings
Total
Number of
Posts
Total
Number of
Likes
Total Number
of Comments
Facebook 91 N/A 7 91 N/A
Flickr 7 2 23 3 1
Instagram 11,500 416 111 7209 150
Twitter 388 123 124 399 N/A
The table above illustrates the results from the checklist observation portion of this
assessment. Based on the observations, Scout’s most substantial social media presence is on their
Instagram account. Tables with additional information regarding their Instagram account can be
found in the appendix (Figure 1, Figure 2). On their Facebook, Flickr, and Twitter accounts, the
researchers found that Scout either had low levels of activity or no activity during the month of

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April. Therefore, the numbers reported in the table include data from the beginning of those
accounts’ existences.
Based on the field observation portion of this assessment, although Scout does not use their
Facebook, Flickr, and Twitter accounts as frequently as their Instagram, the content across all four
platforms appeared to be similar and consistent. The researchers noticed that Scout’s posts often
emphasize family, incorporate nature, and support local businesses and the SLO community.
Interviews
Methods
In this section of the report the researchers, or evaluators, are also referred to as
interviewers. The evaluators used a semi-structured method when conducting the interviews. With
this method, the evaluators predetermined which questions to ask, and in what order to ask the
questions, but there was opportunity for the evaluators to probe and follow up on specific
comments. Therefore, the evaluators were able to gain more detailed feedback and learn more
about certain topics from the interviewees. This semi-structured method proved to be appropriate
for the purpose of the interviews because the interviews were professional and the format
encouraged natural conversation and flow. In addition, through probing and following up, the
interviewers were able to discover personal opinions and attitudes. Ultimately, the evaluators were
able to gain a more holistic understanding of each interviewee.
The interviews were conducted during the second and third weeks in the month of May.
The evaluators interviewed a total of nine interviewees, or subjects. The interviewers chose
comfortable and quiet locations, including Front Porch Coffee House, private homes, and the
University Union on the Cal Poly SLO campus. Comfort and silence were important factors when

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deciding upon location because the interviewers wanted to ensure that the interviewees would feel
comfortable sharing opinions and attitudes, as well as behaviors and experiences. Therefore, a safe
environment that would allow the conversations to remain confidential was crucial. Lastly, there
were minimal distractions at each location, which made it easier for the interviewers to hear the
interviewees and vice versa.
All nine of the subjects were Cal Poly SLO students, in either their second, third, or fourth
years of college. The subjects fell under the majors of Business Administration, Recreation, Parks,
and Tourism Administration, and Liberal Arts. The interviewers made sure to recruit at least one
male and one female subject, in order to collect information from different demographics. Cal Poly
SLO students were recruited for the following reasons. The first reason being that 18-24 year olds
have the largest presence across social media platforms (Greenwood et al., 2016), and the second
reason being that Scout 2 is a local coffee shop within walking distance from the Cal Poly SLO
campus. Therefore, the demographic chosen likely had basic knowledge about Scout 2 prior to
being interviewed. The subjects were recruited around campus by the evaluators asking friends,
roommates, and random people if they would mind answering a series of questions about Scout 2
and social media. The evaluators found it easy to recruit subjects, as the evaluators were upfront
about the interview process and the level of confidentiality. Furthermore, the evaluators made sure
that the interview questions were free from bias and did not lead subjects to a particular answer.
In addition, the fact that the interviews were conducted on an individual basis eliminated the
potential for social, cultural, and group influences. Lastly, in order to establish comfort and mutual
respect between the interviewers and interviewees, the interviewers met the interviewees at their
convenience, and at their requested locations. Each subject was sent a thank you message after
participating in the interview process.

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Results
Before beginning the coding process, the evaluators each listened to the three interview
recordings they conducted, and typed up the content from each interview. These interview
transcriptions can be found in the appendix (Figure 3,4 and 5). Afterwards, the evaluators met and
shared recurring words and comments made by their subjects, completing the first level of coding.
Then, all of the evaluators listened to all nine recordings and agreed upon several overarching
themes, wrapping up the second level of coding. Lastly, the evaluators made a table to better
organize the results. The table identifies seven overarching themes, provides a brief description of
each theme, and pulls a specific quote from one of the nine interviews pertaining to each theme.
This table can be found in the appendix (Figure 6). One of the overarching themes determined was
that Scout values the local community. Subjects seemed to agree that Scout supports the local
community in store by selling merchandise produced by other local businesses, as well as online,
by posting photos of people in the community and tagging local businesses in their posts.
Survey Data
Methods
The instrument was developed using Google Forms. The questions were created keeping
in mind the overall purpose of this assessment and the initial research questions. For reference, the
research questions are below.
1. How do Scout Coffee Company’s social media strategies align with best practices in social
media marketing?
2. How do customers use of social media impact Scout Coffee Company?
3. How do Scout Coffee Company’s social media strategies help accomplish their mission?

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The instrument items were designed to measure the SLO community’s perceptions of Scout
2. In addition, the items asked about respondent’s social media habits, specifically regarding the
four social media platforms Scout has a presence on, Facebook, Flickr, Instagram, and Twitter.
Lastly, the items aimed to gather information about the effectiveness of Scout’s current presence
on social media. The response options created were designed to gather strictly quantitative data.
In other words, the instrument did not include open-ended questions. The items mainly consisted
of ratio and interval level questions, in order to be able to utilize the data to a high degree.
The researchers piloted the instrument twice. Once, in a classroom setting on a projector
to Cal Poly students, and a second time in person to family, friends, and acquaintances. After
receiving constructive criticism, the researchers made the appropriate and necessary changes to
the instrument. Changes included shortening the survey to make it easier and less painful for
respondents to take. Second of all, minor changes were made to the wording of specific items, in
order to ensure that respondents were aware of precisely what the instrument was asking. The team
was also advised to add an introduction that clarified who the instrument was intended for. The
instrument was meant for those who had either been to Scout 2 before, or those who follow Scout
on social media, or both, in order to ensure relevant responses. The researchers determined that a
large portion of Scout’s market consists of college students, therefore the researchers aimed to
gather information from this group of people.
The instrument was distributed via Facebook, in Cal Poly SLO student based groups, such
as sorority Facebook pages. Each of the researchers posted the instrument link in a different
Facebook page, and after receiving 40 responses total, each re-sent the link via personal email to
a group of 10 more fellow students not apart of the previous Facebook pages. No incentives were
offered for participation. The researchers were to leave the instrument open online for one to two

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weeks, or until the instrument reached 60 respondents. The instrument ended up collecting
information from 66 total respondents. The sampling method for gathering responses was
convenience. Although convenience sampling does not allow for a strong ability to generalize the
information gathered, the method proved to be appropriate because it was affordable and easy to
access a sample of people suited for the instrument. The biggest challenge in terms of data
collection was gathering data from a diverse demographic of people. Hence, the researchers are
not able to generalize the data collected to a large group of people.
Results
The following paragraphs will report the results found for the 12 instrument items, with
graphs illustrating the results for seven of the items. The researchers created graphs for each
instrument item, and the remaining five graphs can be found in the appendix (Figures 11-15). To
begin, the results showed that all 66 respondents were female. Other than asking respondents how
they identify themselves at the end of the instrument, the researchers did not collect demographic
data.
The first instrument item asked respondents how many times they had been to Scout 2 in
the last 30 days. The most common responses were zero times and one time, both at 21.5%.
Following, 16.9% of respondents
answered 2. The most amount of
times a respondent had been to Scout
2 in the last 30 days was 15.
The questions following
broke up Scout’s mission statement
into four items in order to prevent

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double-barreled items and gather
specific data regarding each aspect
of Scout’s mission. All four items
were based on a Likert scale
ranging from one to seven. The first
item asked respondents to rate how
inspiring they find the atmosphere
in Scout 2. The mean was 5.53, with a standard deviation of 1.15. The second question asked
respondents to rate the quality of
products at Scout 2, and received a mean
of 5.67, with a standard deviation of
1.33. The third question asked
respondents to rate the customer service
at Scout 2, which received the highest
mean, 5.95, and the lowest standard
deviation, 1.11. The last of the items
based on Scout’s mission statement
asked respondents how much social
value Scout 2 adds to the SLO
community. The mean was 5.67 and the
standard deviation was 1.30. The above
means are all high and the standard

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deviations are all low, meaning that the
responses to the four items regarding
Scout’s mission statement were
consistently positive.
The instrument also asked which
social media platforms respondents use
the most and which of Scout’s social
media platforms respondents follow, if
any. In order to understand the potential impact Scout could create through social media, it was
crucial to determine which social media platforms Scout’s market uses. The data indicated that
respondents use Instagram the most, followed by Facebook, Twitter, and Flickr, in descending
order. Furthermore, the data revealed
that the majority of respondents do not
follow Scout on social media (65.2%),
but of those who do, the most common
platform to follow Scout on is Instagram
(31.8%). Along similar lines, the
instrument asked respondents how many
times they have tagged Scout in a post
on social media. The results revealed
that 84.4% of respondents have never
tagged Scout in a post on social media.

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Lastly, the instrument aimed to obtain information from respondents regarding the level of
reach, the level of engagement, and the level of personal connection Scout achieves through social
media. These three topics were asked about in three separate items. The results revealed similar
means for each item. The items were based on a Likert scale from one to seven. The mean for
reach was 4.23, the mean for engagement was 4.19, and the mean for personal connection was
4.07. Respectively, the standard deviations were 1.41, 1.41, and 1.42. In context, these standard
deviations are quite low, meaning that there was not significant variation in responses. After
calculating the means and standard deviations for these three items, as well as the other scale-
based questions (the items that pertained to Scout’s mission statement), the researchers created a
matrix that displayed the correlations. All of the correlations appeared to be positive. The matrix
can be found in the appendix (Figure 16).
Conclusions
To conclude, the purpose of this assessment is to evaluate the effectiveness of Scout’s
current social media marketing strategies to determine whether their use complies with best
practices in social media marketing and ultimately helps to align customer perceptions of Scout
with the company’s intended mission. This section will draw conclusions based on the initial
research questions.
How do Scout’s social media strategies align with best practices in
social media marketing?
According to the results from the checklist observation, interview, and survey instrument,
there is significant room for improvement regarding Scout’s social media. Indeed, it has been noted
that Scout is most active on their Instagram account, and therefore has the largest reach and

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opportunity for impact through Instagram. However, Scout’s lack of frequent posting on its other
platforms (Facebook, Flickr, and Twitter) does not comply with best practices in social media
according to marketing experts (Hanna et al., 2011). The survey instrument, in particular, revealed
intriguing results. The three instrument items that pertained to the best practices in social media
marketing resulted in normal, bell-shaped graphs, where four was the most common response on
a scale from one to seven. Seeing as most of the respondents to the instrument did not follow Scout
on social media, most of the respondents would not be able to rate Scout’s reach, personal
connection, and engagement regarding social media. The researchers concluded that these
respondents treated four as the “neutral” response, and moved on. Therefore, the results might not
be credible. However, the overwhelming result that respondents do not follow Scout on social
media is telling. This result is either an indication that Scout’s social media marketing strategies
are in fact ineffective, or, it is possible that people use social media to keep up with friends and
family, and not necessarily companies.
How do customers use of social media impact Scout?
As further explained in the reflection portion of this report, the researchers concluded that
this research question did not contribute significant results to this assessment as a whole. Overall,
the researchers found that Scout does receive likes and comments from customers on their
Instagram posts. The researchers also discovered that a couple of the interview subjects had posted
photos of Scout’s coffee on their personal Instagram accounts and tagged Scout. However, the
researchers could not necessarily measure the impact these personal posts had on Scout. Instead,
based on a recurring theme identified from the interview process, the researchers concluded that
customer’s use of social media could impact Scout if Scout were to implement a promotional
campaign on social media. This concept is further explained in the first paragraph of the

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recommendations section. Moreover, based on the data reported in this assessment, the researchers
concluded that as a majority of Scout’s customers are not tagging Scout in posts, customer’s
current use of social media has minimal impact on Scout.
How do Scout’s social media strategies help accomplish their mission?
Based on the results, it is apparent that customers appreciate the in-person experience Scout
2 offers. This could be due to the fact that SLO is a tight knit community with a small town vibe.
Therefore, SLO locals enjoy meeting the owners, employees, and other community members at
Scout, as well as purchasing products that support the local community. In other words, Scout 2
succeeds at accomplishing their mission statement in store. However, as most of the respondents
to this assessment’s survey instrument do not follow Scout on social media, it is difficult to
determine whether Scout’s current social media presence is truly helping the company further
accomplish their mission statement. With that being said, the researchers concluded that Scout
posts high quality, artistic photos, tags local businesses on social media, and post photos of their
family, friends, and the community. These factors convey their mission statement appropriately;
therefore Scout should continue these strategies.
Recommendations
After extensive research and evaluation, the researchers have three recommendations for
Scout. The first recommendation is that Scout implements a social media marketing campaign.
Perhaps Scout could encourage followers to share a certain photo on their personal Instagram
accounts in order to receive a discount on a predetermined good. This would be beneficial for both
Scout and Scout’s followers, as Scout would be giving back to the community while spreading
awareness about their social media presence and likely increasing their following.

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Second of all, the researchers recommend that Scout changes nothing about the in store
experience the company provides customers with. Data from the interviews and survey instrument
indicated that customers thoroughly enjoy the atmosphere, the products, and the customer service
Scout 2 offers. In addition, customers believe that Scout 2 adds value to the SLO community.
Therefore, the researchers simply recommend that Scout maintain their current efforts in store,
because the company seems to be pleasing customers in this department.
In addition, the researchers recommend that Scout complies more closely with the best
practices in social media defined in the introduction of this report on all social media platforms
Scout has an account on. A social media presence with significant reach, engagement, and personal
connection will provide followers with an enjoyable online experience with Scout, and
complement their pleasant in store experience at Scout 2.
Limitations
Indeed, the researchers experienced one main limitation in terms of data collection and
conclusion. This limitation included the ability of the researchers to reach a representative
audience, and therefore the ability of the researchers to generalize the data collected. The majority
of the subjects interviewed were female, and all 66 of the instrument respondents were female.
Hence, the data gathered might be gender biased. In addition, all nine of the interview subjects
were Cal Poly SLO students, and because the survey instrument was distributed through Cal Poly
SLO student Facebook pages, all of the survey respondents were also Cal Poly SLO students.
Therefore, the data gathered might not be applicable to people that are not Cal Poly SLO students.
In the future, with a larger budget and greater access to resources, the researchers would use simple

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random sampling, instead of convenience sampling, to collect data that is generalizable to a bigger
population. The researchers would gather data free from potential bias.
Reflection
The most significant point of reflection has to do with the second research question. As a
reminder, the research question asked, “How do customers use of social media impact Scout
Coffee Company?” Quite honestly, the question proved to be ineffective, as the researchers found
that there was limited data to collect regarding the question. However, the researchers realized that
this question might not contribute to the overall success of this assessment too far into the process.
Although the question did not play a major role in this assessment, the question did not adversely
affect this assessment, and the researchers did collect a minor amount of information pertaining to
the question. In hindsight, the researchers could have posed a different question that would have
contributed more to the overall assessment. Therefore, in the future, the researchers will brainstorm
specific interview questions and instrument items that pertain to each of the research questions in
the initial planning phases. This will allow the researchers to weed out the weak or ineffective
questions before a large portion of the assessment is already complete.
The second challenge the researchers encountered has to do with the limitation described
in the previous section. The researchers experienced difficulties collecting representative data, and
therefore drawing conclusions that would apply to a large population. In the future, the researchers
will use a simple random sampling method with the help of a computer system, and generalize the
data to an entire population.

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Appendix
Behavioral Observations
Field Observations
Scout Facebook
Chloe Gabel’s Observations
• Has received a 4.9 out of 5 stars in Facebook rating system
• All of the photos are taken within the location and feature the interior decoration
• ⅕ of the photos feature a beverage
• The photos were posted on two days
• The price range is depicted as low
• People talk about friendly service, best cappuccino, croissant, fresh made almond milk,
espresso, milkshake, affogato, and tea bowl
Addie Nunno’s Observations
1. Not active in the last month
2. Photos of Scout 2 location
3. Facebook specific to scout 2 location
4. Photos includes food and beverages
5. Photos are from scout 2 location
6. Mainly photos
7. Minimal captions
8. Tag other social media
9. Location is cover photo

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10. Logo is profile picture
Charlotte Proulx’s Observations
• Two different FB account
o One for Scout 1
o One for Scout 2
• 14 reviews, with a 4.9 star rating (out of 5 stars)
• In the reviews, people talk about the lattes frequently
• Photos are all at the Scout 2 location
• All posts contain a photo/video
• Total Page Follows and Total Page Likes are both 91
Scout Flickr
• Photos date back to 2013 June-October
• Has been inactive for four years
• Captures the couple that started the business and their kids
• Shows the construction of the original scout location
• Depicts having a picnic featuring coffee at Montana de Oro State Park
• Photos have a maximum of one comment
• Photos have a maximum of one like
1. Pictures of construction of Scout coffee shop
2. Minimal pictures of coffee
3. Pictures in nature

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4. No pictures of either scout location
5. Only one picture with scout logo
6. Only one picture that includes a person's face
7. Feature only reusable coffee mugs
8. Only two locations where pictures were taken
9. No captions
• Photos are about construction of Scout 1
• No more than 1 “fave” or 1 “comment” on any post
• Only the recent photos feature coffee
• Only one photo features a human’s face
• None of the construction photos received a “fave” or “comment”
• The most recent pictures are in nature
• High quality photos
• Only 7 followers
• Only following 2
• Only 23 photos
• Does not have any favorites
• Has not joined any groups
Scout Instagram
• Each photo has a high number of likes ranging from 400-1000
• Promote local chef, local winery, and local film event

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• Posts of the location feature smiling baristas
• High of 47 comments
• The most liked photos are of the atmosphere inside of the location
• Fewer than half of the posts focused on coffee
1. Coffee in most pictures
2. Logo heavily present
3. Don’t hashtag frequently
4. Pictures are in color
5. Feature their location
6. Feature apparel
7. More females
8. High quality photos
9. All pictures have captions
• All pictures are in color
• All pictures tag a specific location
• Most pictures are tagged at one of the 2 Scout locations
• Most pictures incorporate some sort of food or beverage
• If there is a person present in the picture, it is most likely a girl
• Nature is an overarching theme in the feed
• The feed is logo heavy/emphasizes the brand

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Scout Twitter
• Scout mainly used their twitter to promote their location and the opening of Scout 2. The
last post to twitter that they had posted was thanking customers for attending their new
location a week after it had opened in August.
• All of the people that included the hashtag of #scoutcoffeeco had positive tweets
regarding the company.
• Photos were sometimes incorporated in the posts about scout including the beverage
bought
• Specific drinks mentioned were the honey tea bowl
• Many posts about traveling to scout from out of the area
• 3 posts mentioned drinking locally
• 5 posts mentioned that it was the best coffee shop
1. Doesn’t use a lot of hashtags
2. Tags Instagram frequently
3. Tags other twitter users frequently
4. Doesn’t post a lot of pictures
5. All pictures posted are in color
6. Promotes upcoming events
7. Tags other local businesses

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• Doesn’t use hashtags frequently
• Shouts people/companies on through Twitter
• Hasn’t Tweeted in ages
• Used to Tweet frequently
• Most Tweets don’t contain pictures or videos, but instead...
• Most Tweets have links to an Instagram post
• Scout’s Tweets aren’t really sharable material
• Scout’s Tweets receive a modest amount of likes
• The banner photo is the same as on other forms of social media
• ALL ABOUT LOCAL BUSINESSES; supporting one another
Instagram Data
Figure 1
Scout April Posts Likes Comments
1 370 12
2 544 0
3 706 12
4 503 15
5 576 6
6 300 4
7 750 7

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8 1011 18
9 449 11
10 972 47
11 590 13
12 438 5
Total 7209 150
Figure 2
Customer April Posts Likes Comments
1 34 1
2 60 4
3 209 6
4 685 8
5 78 0
6 107 0
7 81 4
8 51 1
9 183 0
10 53 5
11 599 20
12 147 6

27
13 91 1
14 62 2
15 137 6
16 61 1
17 113 7
18 85 5
19 69 4
20 197 0
21 264 6
22 157 3
23 80 1
24 149 7
25 55 2
26 18 3
27 38 6
28 61 2
29 59 5
30 151 4
31 156 8
32 30 1

28
33 116 6
34 67 10
35 34 0
36 99 9
37 9 0
38 14 1
39 12 2
40 22 1
41 1367 22
42 39 1
43 72 11
44 119 7
45 107 2
46 16 1
47 190 7
48 137 22
49 68 2
50 491 5
51 2709 26
52 240 10

29
53 20 2
54 287 4
55 848 13
56 3 0
57 56 1
58 112 6
59 52 8
60 136 12
61 70 3
62 149 1
63 219 6
64 276 0
65 74 5
66 110 2
67 140 4
68 73 10
69 82 2
70 140 11
71 67 3
72 167 4

30
73 161 10
74 273 8
75 108 30
76 103 3
77 32 3
78 114 3
79 98 3
80 147 25
81 15 0
82 79 3
83 66 2
84 68 7
85 68 5
86 29 0
87 83 0
88 60 2
89 51 1
90 84 0
91 35 0
92 67 1

31
93 75 5
Total 15145 482
Interviews
Interview Script
Disclaimer: There was no information given to the interviewees prior to the interviews.
Hi and thank you so much for meeting with me to discuss Scout 2. My name is ________,
(introductions). The purpose of the following interview is to gain insight regarding the
effectiveness of Scout Coffee Company’s social media strategies, keeping in mind their intended
mission and values. I will simply ask you a series of questions in order to learn about your
impression of Scout and their social media marketing. There are no wrong answers. Any and all
feedback is appreciated. Do you mind if I record our conversation? Let’s get started.
1. Tell me about your last experience at Scout 2.
2. What do you like and dislike about Scout?
Switching gears a little bit here,
3. Tell me about a social media marketing strategy that recently stood out to you.
4. Do you follow Scout on social media?
a. If so, which of Scout's social media platforms do you follow?
b. Why do you follow them?
After conducting some research, my team discovered that Scout posts most frequently on
their Instagram account
5. Describe Scouts Instagram please.

32
6. Based on their Instagram and other social media platforms, what do you think Scout’s
values as a company are?
7. Have you ever posted about Scout on social media? Tell me about what you posted?
a. If so, what was your caption?
8. If not, if you were to take a photo at Scout 2, what would your photo look like?
a. What would your caption be?
9. In terms of Scout's social media, what do you think the company could improve upon?
10. In general, what do you think the most effective social media strategies a company can
employ are?
To conclude, Scout’s mission states, “Our goal has always been to create inspiring
spaces, with great people and amazing products, in a way that truly adds value to our
community”
11. What do you think Scout is doing well to accomplish this mission?
12. What methods could Scout improve upon in order to better accomplish their mission?
Interview Transcriptions
Chloe Gabel’s Interviews
Figure 3
Taylor Becknell Casey Carroll Adam Lahey
- Really good location
and milkshakes
- My last experience at Scout I
was very disappointed because I
was on my way home and I
- I went to Scout with a friend to
catch up because we had not seen
each other in awhile

33
-Home-y and trendy
interior
- I don’t really drink
coffee
- Scout posts mainly
lifestyle photos that are
appealing
- I do follow Scout’s
Instagram because their
pictures are really
pretty
- Clean and bright
Instagram good quality
pictures
- Looks like Scout
values friendliness and
simplicity
- Personally posted
about Scout on
Snapchat. Their drinks
look really cool and I’ll
take a photo of the
friend I’m with
wanted a scone and they did not
have it
- I like how friendly the service
is, I know a lot of them and they
are always very happy to help.
- I don’t the people that hang out
there for long periods of time,
we call them barnacles
- I like the social media
strategies that are subtle and you
can’t really tell that they are
marketing. It’s more interesting
and not in your face.
- I follow them on Instagram, I
used to follow their blog, but
they never did anything on it
- I noticed that they just started
posting more. I like their
branding and I relate to it
- They have very light colors,
very airy and natural earthy
colors and tones. No bright neon
- I like social media marketing
strategies that are very clean and
communicative
- I think that Scout’s Instagram
does a good job of portraying the
experience you will get at Scout.
- I like how their bio says to tag
them in their photos for a chance
to get on their page. It makes it
more interactive
- Scout should post more to
remind their customer about their
presence
- Scout values high quality based
on their photos, posted about the
world coffee expo. They
appreciate high quality coffee.
They also value a positive
experience for their customer.
- I have not posted about Scout,
but if I did I would post about the
situation, like whom I was with
or why I was there. I would take

34
- Caption would be
about the drink or
“Scout time” or
“lavender vibes”
- Could improve on
putting more drinks and
food on the page
because that is what
they’re selling
- Scout 2 is a pleasant
environment to be in. A
nice break from
campus study
environment. I
definitely get the
community aspect
- Scout should put on
more events or
fundraisers, like coffee
nights, or open mic
nights.
colors unless it’s a vibrant
strawberry.
- The post a lot about the
community and they store and
not much about the drinks
- I like that strategy because i
feel like a lot of other coffee
shops just post a picture of a
latte.
- I think Scout value community
and quality. Everything is
always pristine and thoughtful.
Everything looks perfect and is
well done. Everything is done
with intent
- I have posted about scout lots
of times. I often go to coffee
with my friends. A lot of the
most important conversations in
my life have been at Scout. I will
post a picture of my friends and
something about them at Scout.
a picture in front of that classic
yellow wallpaper and post a
super cliché caption.
- I think that Scout’s Instagram
looks like a lot of other coffee
shops, which could be a good
thing if they want to fit in, but
not if they want to stand out.
- Social media marketing needs
to be consistent and have a clear
voice. Your posts should sound
like they’re coming from the
same voice.
- Scout’s shop has way too small
of tables. If you come to study
with a friend there is no way that
you can share a table.
- The people and service is very
upbeat and happy to help

35
- The captions were like “Scout
rocks” or “This person rocks”
- I’ve always disappointed that
they don’t post that often.
Recently they have been posting
more because they came out
with a new menu. The
inconsistency really throws you
off.
- I would also suggest more
personally posting on their blog.
Scout is such a personable place;
they could really utilize their
blog.
- I’m more interested in Scout’s
Instagram. It’s more real and
down to earth.
- Scout is not something you just
buy. They do a great job at really
making it an experience
- I would recommend that they
do more with that experience.

36
Provide more “to do” in their
shop
- I had never really heard of their
mission statement, but I do think
they do a good job at executing
that. For example on mother's
day, moms get a free drink.
Certain things like that are cute
and really draw the community
in.
- They definitely have really
good coffee, it’s different than
any other coffee I’ve had
- The college students studying
really bother me. They stay for
an absurd amount of time and
take up tables.
- They could lower their prices
to make it more affordable.
- I think Scout is doing a better
job now than they have been.

37
Addie Nunno’s Interviews
Figure 4
Roshan Campbell Daniella Schuh Emily Johnson
• Liked the aesthetics
and how cute the
coffee shop was
• Scout has a lot of
good photo
opportunities that
other people could
post to help their
marketing
• Bright and light
colored Instagram and
it promoted mother's
day specials
• Happy coffee, happy
spaces and curated
goods
• Posted a picture of
one of their coffees
• Very aesthetically
pleasing liked taking
Snapchats of her coffee
• Gets crowded
• Instagram huge bathing
suit giveaway every
girl she knew posted it
on social media really
got out that company's
name
• Follows the Instagram
• Good layout of
Instagram, subtle same
colors and tones, bright
happy colors, food
beverage and locations
look really nice
• Went on a Sunday
afternoon to do
studying with a friend
• Liked the atmosphere
• Friendly employees
• Decorated nicely
• Not enough seating
• Likes when
companies do
promotions and offer
discounts or free
things
• Follows Instagram
cute Instagram and
gives inspiration for
her own
• They post a lot about
inside their coffee
shop

38
• “Probably time for
some new jeans”
• Having multiple
social media accounts
to reach all audiences
and to have hashtags
• They have inspiring
spaces because the
coffee shop is really
cute and is a great
place to study and
learn
• Good customer
service to help
accomplish their
mission
• Closeness with one
another, getting to
know regulars,
• Posted her coffee on
Snapchat with scout
logo
• Picture of coffee with
Snapchat sticker that
says yum so good
• Create more a
following and have
more videos maybe
videos with music
• Social media strategies
giveaways are great
college students love
free stuff
• Get a Snapchat
• Scout locations are so
far great
• New one has better
parking
• Post about things in
the community
• Aesthetically pleasing
same color scheme
• Providing great food
and coffee to the
community in slo and
creating a great place
for people to hang out
• Photo would be a
photo of doing
homework and some
nice latte art “scouts a
great place to study”
• Social media looks
good to her
• Post frequently about
things that are
interesting to their
follower or post about
the community
• Their new location is
good for college

39
• More accessible
locations
• Store looks good
fulfills mission
• Workers are friendly
and help bring
community together
• Have an event to bring
the community
together maybe an
open mic night
students to study and
hangout
• Happy environment
• Friendly employees
• Great food and drinks
• Increase amount of
seating in scout so it's
more accessible to
more students
Charlotte Proulx’s Interviews
Figure 5
Rae Sise Hayley Forester Claire Moore
Go there to study because
bigger space
Get a drink but no outlets
so not there for long
Love the feel of their
store
There for 2 hours with a coffee and
working on an assignment
Love coffee
Love the environment, the happy
people that work there, and the
trendy products
Eating a pastry and drinking
tea while doing homework
No distractions
Love the environment
Drinks are amazing
Food is delicious

40
Trendy and unique brand
Their products are
quality
Not a good long term
study environment
Goes on Instagram the
most
Recent events in the area
and cute photos
Advertising when events
and deals are happening
Follow them on
Instagram
One of favorite shops in
SLO
Recent Mother’s Day
Deal
Instagram is branding,
local things they sell, hip,
trendy vibe
Figure out who they
work with
Another Instagram add caught
attention
Post good pictures of products
Feature environment well
The staff is noticeably friendly in
pictures and in person
Values: College students, nature,
SLO as a community
Only ever Snapchatted my
beautiful latte to friends
Photo would be of coffee with
friend in background and
incorporate the floral wallpaper
there
Should introduce employees on
Instagram and social media
Tailoring to a specific audience is
effective in social media marketing
Their coffee is good
Best coffee in slo voted by
community
Seating brings community together
Feel is natural, happy, and local
Don’t like how expensive it
is
Follows Scout on Instagram
Follow because they post feel
good photos
Giveaways on certain
holidays
Holiday advertising
Visually appealing Instagram
account with the shop itself
or coffee art
Values: A good cup of
coffee, inspiring people
through art
Posts Snapchats of coffee art
when there
Photo would be of coffee art
and floral wallpaper
Their social media accounts
are repetitive with coffee and
shop itself
People respond to free stuff

41
Values: Good coffee,
local, family-oriented
Posted a picture of coffee
and pastries
Tagged location
Expand onto different
social media platforms
Keeping consistent on
platforms with a
particular image
Local community vibe
Humble beginnings
Grateful for community
support
They tie in other local
businesses
Scout does well with inspired
spaces
Always notice cool things
Nature
Treat customers well
Problem they have is
turnover
No outlets at new location
which takes value away
Designated community and
study seating
Accommodate all kinds of
customers

42
Table Based on Interviews
Figure 6
Theme Description Quote
Trendy and
Aesthetically
Pleasing
Scout 2 and Scout’s social media accounts are
visually appealing. Their social media
showcases their brand and their actual shops
well, which includes their trendy interior
design and the merchandise they sell.
“I love the environment because it is
trendy and their Instagram is also
trendy”
Post Something
Artsy
Multiple subjects shared that if they were to
post a photo at or about Scout, the photo would
feature the aesthetic interior of the store, with
the foam design in their cup of coffee in the
foreground. Other subjects had already posted
something similar to this description.
“I would post a photo including my
coffee art and the famous floral
wallpaper”
Scout Values the
Local
Community
Scout shows that community and family are
important values to their company, both in
person and through their social media. A
majority of their posts incorporate the SLO
community, including other local businesses.
“Scout incorporates the SLO
Community wherever/whenever
possible, and posts about their family
on social media, as well as tags other
local businesses in their posts”

43
Quality for a
Price
Scout 2’s food, beverages, and merchandise,
are delicious/of good quality, but are
expensive.
“They definitely have really good
coffee, it’s different than any other
coffee I’ve had, but they could lower
their prices to make it more affordable”
Promotions Promotions, such as discounts on merchandise
or food and beverage, were an area where
multiple subjects felt Scout 2 could improve.
This is because the subjects identified
promotions as an effective social media
strategy.
“People respond to free stuff on social
media”
Instagram Instagram tended to be the platform that
subjects followed Scout on, if any, for two
reasons. Scout has the largest social media
presence on their Instagram, by far, and the
subjects identified Instagram as one of their
favorite forms of social media.
“I follow them on Instagram, I used to
follow their blog, but they never did
anything on it”
Frequency and
Consistency
Across Social
Media
Subjects agreed that Scout needs to post more
frequently on social media, and remain
consistent across all platforms
“Social media marketing needs to be
consistent and have a clear voice”

44
Survey Data
Survey Instrument
Figure 7

48
Graphs Based on Survey Results
Figure 11
Figure 12

51
On a scale
of 1 to 7,
how
inspiring do
you find the
atmosphere
in Scout 2?
On a scale
of 1 to 7,
how would
you rate the
quality of
the
products
(food,
beverages,
and/or
merchandis
e) at Scout
2?
On a scale
of 1 to 7,
how would
you rate the
customer
service at
Scout 2?
On a scale
of 1 to 7,
how much
social value
does Scout
2 add to the
SLO
community?
On a scale
of 1 to 7,
how would
you rate the
level of
reach Scout
achieves
through
social
media?
On a scale
of 1 to 7,
how would
you rate the
level of
personal
connection
with
followers
Scout
establishes
through
social
media?
On a scale
of 1 to 7,
how would
you rate the
level of
engagement
with
followers
Scout
achieves
through
social
media?
On a scale
of 1 to 7,
how
inspiring do
you find the
atmosphere
in Scout 2? 1.00 0.50 0.31 0.40 0.22 0.26 0.25
On a scale
of 1 to 7,
how would
you rate the
quality of
the
products
(food,
beverages,
and/or
merchandis
e) at Scout
2? 0.50 1.00 0.64 0.34 0.29 0.41 0.30
On a scale
of 1 to 7,
how would
you rate the
customer
service at
Scout 2? 0.31 0.64 1.00 0.36 0.16 0.32 0.30
On a scale
of 1 to 7,
how much
social value
does Scout
2 add to the
SLO
community? 0.40 0.34 0.36 1.00 0.50 0.48 0.43
On a scale
of 1 to 7,
how would
you rate the
level of
reach Scout
achieves
through
social
media? 0.22 0.29 0.16 0.50 1.00 0.78 0.76
On a scale
of 1 to 7,
how would
you rate the
level of
personal
connection
with
followers
Scout
establishes
through
social
media? 0.26 0.41 0.32 0.48 0.78 1.00 0.84
On a scale
of 1 to 7,
how would
you rate the
level of
engagement
with
followers
Scout
achieves
through
social
media? 0.25 0.30 0.30 0.43 0.76 0.84 1.00
Correlation
Matrix
Figure 16

52
References
Bhattacharya, S. G. (2014, February 13). Taste buds of social media; Over 65% of food joints
keep a tab on online reviews, feedback. DNA, p. 3. Retrieved April 17, 2017, from
http://www.lexisnexis.com.ezproxy.lib.calpoly.edu/hottopics/lnacademic/
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We're all connected: The power of the social
media ecosystem. Business Horizons, 54(3), 265-273. Retrieved April 17, 2017, from
http://www.sciencedirect.com.ezproxy.lib.calpoly.edu/science/article/pii/S000768131100
0243
Greenwood, S., Perrin, A., & Duggan, M. (2016, November 11). Social Media Update 2016.
Retrieved June 13, 2017, from http://www.pewinternet.org/2016/11/11/social-media-
update-2016/
HoneyCo Coffee Roasters. (n.d.). Retrieved April 24, 2017, from https://honeycocoffee.com/
Morrison, K. (2015, June 17). Cutting Through the Social Media Jargon: What Are Reach,
Impressions and Engagement? Retrieved June 9, 2017, from
http://www.adweek.com/digital/cutting-through-the-social-media-jargon-what-are-reach-
impressions-and-engagement/
Scout Coffee Company. (n.d.). Retrieved April 24, 2017, from http://scoutcoffeeco.com/

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