3. SWOT
STRENGTHS WEAKNESSES
· Quality photos
· Strong cover photo explaining mission on
Twitter
· Witty posts create personality
· Interaction with consumers
· Informs customers about the coffee making
process
· Creates own graphics
· Lack of mixture between graphics and pictures
· No videos posted
· Lack of blog post updates
· Too lengthy of descriptions on some Instagram
posts
· Only pin Stone Creek Coffee things
OPPORTUNITIES THREATS
· Incorporate music to create a certain “feel”
· Increase interaction with customers
· Share links to videos to educate
· Create profiles of the baristas
· Sharing “recipes” to go with coffee
· Incorporate Milwaukee culture to appeal to
locals
· Intimidating to “non-coffee geeks” with jargon
· Solely locally-based coffee companies
· Misunderstanding of “Farm to Cup”
4. TARGET MARKET
The goal is to reach out to new and old #CreekGeeks.
Target: A local, passionate entrepreneur ranging from ages 23-35 who’s an innovator and isn’t afraid
to break away from trends and discover new opportunities.
Desire of consumer: Explore new tastes of coffee with assurance that his or her old favorites are still
available; efficient and quick service on the way to work; a collaborative atmosphere when needed
Turnoffs: Cluttered messages spamming social media outlets and emails; inconsistent voice from a
brand
Who do they trust: Friends and local, transparent companies
5. OBJECTIVES
Objective Three
Increase awareness and
be more involved in
philanthropy (either global
or local)
by 50% in the first six
months by talking about it
on social media.
Objective Two
Make social media
platforms more
personable and
unified by designating
one person to edit all
platforms to have one
voice.
Objective One
Increase brand
awareness by
60% after the first
year through
social media by
using #creekgeek
and the Farm to
Cup campaigns.
6. STRATEGIES
Objective 1:
Increase brand awareness
by 60% after the first year
through social media by
using #creekgeek and the
Farm to Cup campaigns.
The website should emphasize the
personal side with bio pages and
Farm to Cup information.
Twitter should be used to unite
#creekgeeks everywhere and show
the #FarmtoCup process.
Instagram is the platform where the
brand should engage with customers.
Facebook will be the best platform to
reach the more mature target
audience.
Pinterest will be used to help teach
the new members of creek geeks
about the coffee process and about
Farm to Cup.
7. Website
Customers want to know the faces
that drive the company so providing
a bio page for the owners, baristas
and farmers will make Stone Creek
Coffee seem like a more personal
and relatable brand. Bios should
include multiple pictures,
background information like
hometown and family, and the name
of their favorite Stone Creek Coffee
beverage.
The website should stress Farm to
Cup by providing information about
the coffee farms in order to help
spread awareness.
There should be at least one picture
of people drinking coffee on each
webpage. The pictures reinforce the
connectedness of the customers to
the brand.
8. Twitter
Creek Geek:
Twitter handle should be changed to
@StoneCreekCoffee even if that means
buying the rights to the name from another
owner.
For Stone Creek Coffee, we suggest calling
your audience #creekgeek on Twitter. From
newbie creek geeks who want to learn
more about coffee, to the elite, every
Stone Creek customer should feel
welcomed and included in the creek
geek nation.
For all Stone Creek customers, Stone
Creek will offer special promotions through
social media every two months. All they
have to do is tweet at Stone Creek with a
picture of them drinking a Stone Creek
beverage or tweet about their experience at
Stone Creek with the hashtag #creekgeek
and they can win a free beverage.
Farm to Cup
Farm to Cup: Currently, the #FarmtoCup is
being used on Twitter, but should be
stressed more to gain customer
awareness.
The next time there is a trip to the coffee
bean farms, photographs should document
every step of the process. Pictures and
videos get the most engagement on Twitter
9. Instagram
The majority of the target
audience uses Instagram, thus
the brand should heavily use
that social platform.
The brand should promote
Instagram as a way for people
to share their stories of what
Stone Creek Coffee means to
them. The #creekgeek could
also be used on Instagram
because users can upload their
personal photos to Facebook,
Twitter, Tumblr, Foursquare and
Flickr. Previously, the photos on
Instagram were only taken by a
professional photographer.
We encourage Stone Creek
Coffee to engage with their
customers and share followers’
photos.
10. Facebook
Facebook is one of the most
important social media platforms a
brand can use because not only
do the millennials use it, but so
does the older audience.
This may be the only platform
where your brand can reach that
audience besides word of mouth.
We believe Stone Creek is doing
an excellent job on Facebook by
posting a lot of pictures and
providing links for more
information. Keep linking to blogs
on the main website and other
social platforms to spread
awareness to customers that may
use one platform more than the
other.
Facebook’s recent update has
made it harder for brands to get
into customers’ newsfeeds so
uploading multiple pictures at once
and videos are more likely to be
passed by the censoring system.
11.
12. Pinterest
We would like to set the goal of
Pinterest to be teaching creek
geeks about the process of
Farm to Cup. interacting with the
coffee geeks. This includes
creating graphics to teach
people about the coffee making
process and the Farm to Cup
process.
We suggest adding more
pictures to the Milwaukee album
of places your business buys
locally from. We also suggest
changing the album title of
“Always Be Learning” to
something more appropriate like
“Grow Your Mind.”
13. STATEGIES
Objective Two
Make social media
platforms more
personable and unified by
designating one person to
edit all platforms to have
one voice.
Twitter
Consolidate all of your
twitter accounts into
one Stone Creek
Coffee account.
14. Twitter
Twitter is currently acting as
noise and customers are
confused
Hide the SCC Tweeters from
page. You want the brand to be
personal, and by giving the
illusion that one person behind
the brand is in charge of
tweeting, you are solidifying that
personal touch
15. STATEGIES
Website: We suggest that you
clearly list the local
organizations and charities that
you are donating too. This will
need to start on the website,
and then stem to other social
media channels.
Tumblr: From the website, we
suggest that you reach out and
communicate with your
philanthropies on social media
channels such as Facebook,
Twitter, and Tumblr.
Twitter: Twitter should be used
as a way to start conversations
with other local companies and
charities in town.
Objective Three
Increase awareness
and be more involved
in philanthropy
(either global or
local) by 50% in the
first six months by
talking about it on
social media.
16. Website
Website: Philanthropy
We suggest that you clearly list
the local organizations and
charities that you are donating
too. This will need to start on the
website, and then stem to other
social media channels.
In addition to this, you should be
combining all of your blog
material onto one blog page.
By combining image posts and
written posts, you differentiate
yourself in the Tumblr feed.
Once your image is uploaded to
Tumblr, you should promote the
post on Pinterest by pinning it to
your board, with the link back to
your Tumblr page. This way you
are essentially killing two birds
with one stone.
From the website, we suggest
that you reach out and
communicate with your
philanthropies on social media
channels such as Facebook,
Twitter, and Tumblr.
“Stone Creek Coffee supports
local nonprofit organizations
through its philanthropic efforts
such as its Community Coffee
program. Each year, we donate
coffee to hundreds of non-profit
community groups, including
hundreds of pounds of whole
bean coffee and thousands of
free lattes.”
17. Twitter
Twitter should be used as a way
to start conversations with other
local companies and charities in
town. If customers see you
actively engage in conversations
on Twitter, you become more
than just a brand, you obtain a
personality.
This can be very important for
the future as you move forward
and build further relationships
around Milwaukee.
18. Tumblr
Tumblr: Is a great place besides Stone
Creek’s website to showcase local and global
philanthropic efforts. Using Tumblr enables the
account user to create a timeline of the
journey and work in the community.
We suggest that to complete a Farm to Cup
experience, the Stone Creek team should
reach out to local farms for other menu items
in the cafes. Milk, cream, cheese and eggs
are all things that can be brought in locally and
fresh each day.
Partnerships with local farms would also help
reinforce the underlying idea that Stone Creek
is the local and native coffee shop. These
partnerships could lead to opportunities like
building MKE gift baskets filled with treats
from around Milwaukee that can be sold
during the holiday season.
20. HOW TO MEASURE
Stone Creek should see where the company is at now and figure out
where the company would like to be.
For example, the baseline of a tweet could be 2 favorites and 1
retweet.
Moving forward as a whole, the benchmark can be something like
Objective 1 where we would like to increase awareness by 10%. This
10% is a benchmark to compare the final numbers to. If the actual
numbers meet or exceed this, then this is a success. But if the goal is
not met, then the strategy must be looked at and revised again.
Tools:
Can be used to measure the success of the social media campaign:
Hootsuite can be a way to measure the competition as well as monitor
what is said about the brand
Google Analytics is also a great tool to use. It can only go back up to a
few months, so this is why the campaign should be measured at least
monthly
Mulready, R. (2013, May 20). 3 Strategies to Measure Your Social Media. Retrieved December 10, 2014, from
http://www.socialmediaexaminer.com/3-strategies-to-measure-your-social-media/
21. HERE. USE THIS!
Influence and engagement seem like a vague topic to be
measured, but it can be done effectively.
According to the article “3 Ways to Measure Your Social Media
Results,” a point system can be a good way to measure this.
How it works: Each engagement activity will be assigned
certain amounts of points based on levels of engagement.
For example, on Facebook, a “like” is worth 1 point, a comment
is worth 5 and a share is worth 10 (Mulready, 2013, np.).
Twitter: a favorite is worth 1 point, a comment is worth 5 points,
and a retweet is worth 10 (Mulready, 2013, n.p.).
After the post has been up for at least 24 hours, the points can
be counted up.
This can show which posts do better engagement-wise.
22. EXAMPLE
For example, the
post below did
very well and got
an engagement
rate of 66
points.
23. EXAMPLE
This is not a high
score for Stone
Creek Coffee’s
Twitter. This post
got a score of 11
points.
24. IN CONCLUSION
Our mission for Stone Creek Coffee is to help their brand increase awareness by 60%
after the first year through social media by using the #creekgreek and emphasizing the
Farm to Cup campaigns.
Along with creating a more personable social media platform by designating one
person to have control of all accounts, thus forming one overall “voice” and
strengthening customer relations within the brand. Lastly, we strive to increase
awareness and involvement in both local and global philanthropies by 50% from
spreading the word via social media. We will complete these set goals by utilizing
social media platforms such as Facebook, Pinterest, Twitter, Tumblr and Instagram.
Tumblr will also contribute greatly to showcase the brand’s philanthropic efforts.
Overall, by using these strategies efficiently and affectively will help Stone Creek
Coffee enhance customer relations and brand loyalty, while increasing profits
sufficiently over time.
