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BIGGBY COFFEE Digital Strategy
- 2. BIGGBY COFFEE Beliefs • Everyone Deserves to Feel Special • Coffee Brings People Together • When You Love the World, the World Loves You Back Values • Making Friends • Sharing Great Coffee • Having Fun • Being Yourself Promises • Be The Friendly Coffee Community
- 3. BIGGBY COFFEE ONLINE Accounts • Facebook • Twitter • Instagram Main Focus • Facebook content • Twitter content
- 4. SOCIAL MEDIA: TWITTER Current Tweets • Photos • No links to website • No call-‐to-‐action • Minimally interactive • Limited incentives • Average content
- 5. SOCIAL MEDIA: TWITTER Proposed Tweets Incentives to interact with tweets such as: • Discount or coupon for tweeting at the BIGGBY using hashtag • Retweet or favorite to be entered into a contest or drawing • One free drink to random follower each month Enjoying #BiggbyCoffee on break! BIGGBY COFFEE @BIGGBYCOFFEE Show us how YOU enjoy your BIGGBY COFFEE! Use the hashtag #BiggbyCoffee and receive a 10% discount on your next drink purchase. Example tweet: Example customer response:
- 6. SOCIAL MEDIA: FACEBOOK Current Posts • Photos • No links to website • No call-‐to-‐action • Minimally interactive • Limited incentives • Average content
- 7. SOCIAL MEDIA: FACEBOOK Proposed Posts Incentives to interact with posts such as: • Polls for special edition drinks • One free drink to random follower each month • Discount or coupon for referring a friend to follow page BIGGBY COFFEE Maple Mocha Butterscotch Bliss Latte French Cinnamon Frappe Which drink do YOU want to see on the menu next month? Weigh in! Example post:
- 8. PROPOSED CONTENT: TWITTER & FACEBOOK • Fun, interesting and interactive • Customer feels their opinion is valued, more involved in brand • Encourages viewers to follow the brands social media accounts • Extends viewer reach from BIGGBY followers alone to all followers of users who participate • Offers incentives to visit a BIGGBY location, bringing in customers and encouraging business
- 9. COMPARE vs. • Minimal opportunity to interact • No link to website, no next step • Doesn’t encourage BIGGBY visit • Incentive to interact • Potential for sharing, significantly extending viewer base • Leads to BIGGBY visit/purchase • Positive brand experience
- 10. NEW CONTENT MORE CONSISTENT WITH BRAND IDENTITY? Beliefs • Everyone Deserves to Feel Special • Coffee Brings People Together Values • Making Friends • Sharing Great Coffee • Having Fun • Being Yourself Promises • Be The Friendly Coffee Community Yes. • Opinions valued through drink polls and interactive content Yes. • Encouraged to join BIGGBY following, connecting friends and creating community • Photos and polls create welcoming environment Yes. • Giving back to customers through discounts and free drinks