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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.

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Joffreys Coffee & Tea Company Social Media Marketing Case Study

  1. 1. Joffrey’s Coffee & Tea Co. Social Media Marketing Case Study Presented by Adam Singer Blog: Twitter: @AdamSinger
  2. 2. <intro about Adam>
  3. 3. I work here…
  4. 4.
  5. 5. As a digital marketing account manager
  6. 6. blog here…
  7. 7.
  8. 8. and Tweet here…
  9. 9. @AdamSinger
  10. 10. </intro>
  11. 11. A little about Joffrey’s…
  12. 12. Fair Trade Importer of premium coffees and teas from exotic locations
  13. 13. Roasted fresh in Tampa, Fla.
  14. 14. Sold at retail locations across the southeast
  15. 15. Also provides product to many high quality businesses such as:
  16. 16. And of course product also is available at
  17. 17. How to build their brand in social media?
  18. 18. Target a niche audience…
  19. 19. What do the following have in common?
  20. 25. A: they’re all in beta
  21. 26. Web 2.0: perpetual beta
  22. 27. and…
  23. 28. Java is code…
  24. 29. … and coffee
  25. 30. Did you figure it out yet?
  26. 31. Joffrey’s Java Beta Test
  27. 32. We created a page where bloggers could sign up to “beta test” java (the coffee variety)
  28. 34. Once a blogger clicked “sign up now” they were taken to this page:
  29. 36. On the backend, we approved bloggers
  30. 38. Bloggers then received an email saying they had been approved, just like in a real software beta
  31. 39. Bloggers clicked the email link to complete participation and were taken to this page:
  32. 41. Bloggers filled out their shipping address to get java to test and a quick survey about their coffee preferences
  33. 42. We then shipped them a sample pouch of “ Jamaican Me Crazy ” blend of Joffrey’s java to test.
  34. 43. 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
  35. 44. Also a quick thanks to Damien Huze @ Wake Interactive for developing the web app
  36. 45.
  37. 46. But, how to get beta testers?
  38. 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
  39. 58. And around 50 more links/postings, prior to even sending out samples
  40. 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
  41. 60. Once the testers started sampling, the real magic began… Here are just a few reviews
  42. 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!”
  43. 73. Results of the test?
  44. 74. 1,500+ blogs participating
  45. 75. Thousands of mentions for the campaign throughout the Web
  46. 76. Hundreds of comments, responses and feedback from bloggers and the Web community
  47. 77. Editorial coverage on sites like: Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and over 300 more high quality digital and traditional publications
  48. 78. Organic links generated at scale to the beta site and
  49. 79. Strong referral traffic to in 5 months surrounding test, trend up in sales from social destinations.
  50. 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>
  51. 81. The test also received coverage in traditional media
  52. 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 )
  53. 84. And won 2 awards
  54. 85. The Association of Women In Communication 2009 National Clarion Award Best Online Marketing Campaign Joffrey’s Java Beta Test Gold Coast PR Council 2009 South Florida Bernays Awards Best Branding Campaign Joffrey’s Java Beta Test
  55. 86. <Phase 2>
  56. 87. During the beta test, participants were asked to fill out a survey.
  57. 88. An open ended question asked bloggers…
  58. 89. If you could create a coffee flavor, what would it be?
  59. 90. Most common answers were some incantation of a bold, extra caffeinated blend.
  60. 91. Also, more than half of bloggers have 2 cups of coffee a day or more.
  61. 92. We shared all the data with Joffrey’s Roastmaster who came up with a blend of coffee to spec.
  62. 93. It was crowdsourced java, created by bloggers, for bloggers. But, what to name it?
  63. 94. One clever blogger submitted the following response.
  64. 95. Coffee 2.0 Eric Friedman, blogger at Marketing.FM
  65. 96. So, Joffrey’s made it.
  66. 98. The promotional materials should look like a software upgrade, since this is version 2.0
  67. 100. We shipped 1,000 US beta testers a sample pouch along with the “installation flier” on the previous slide
  68. 101. It was only fair the people who inspired the blend would get to try it before the rest of the world.
  69. 102. Plus, it was an opportunity for a new round of publicity and exposure, continuing the beta test narrative.
  70. 103. Just a small sampling of the buzz generated:
  71. 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>
  72. 116. Links with detailed case study info: Java Beta Test Case Study Coffee 2.0 Case Study
  73. 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
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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.


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