A Digital Media Strategy for Biggby Coffee Company for New Media Driver's License Summer 2012.

1. Be Your
BiggbyBest!!
A Digital Media Strategy

2. What Is Going On?
When you search “Coffee” on
Google, biggby.com does not
come up first, second, or third.
It falls under its competition
Starbucks, Grand River Coffee
and Make-at-Home Coffee.

3. How Do We Do This?
Track the Results
Begin the Plan
Who are we focusing on?
Identify the Use Social Evaluate the
Target Media, Mobile Budget and
Audience. Strategy and the Search
Internet Engine
Marketing to Optimization
attract the results.
Audience.

4. Identifying The Target
The Target Audience is about
16-21. They are a group
eager to grow up and giving
them a beverage that seems
adult-like while still being
sweet will entice them to
look into your company.
But how do you use that information?

5. What Do They Do?
Most internet users are
within the Target
Audience. They often
use the Top 10 Websites
of 2011
With this
information, you know
where to target your
ad campaigns in just a
few steps!

6. Step 1: Social Media
• There is no mention of the main Biggby
Blogger “Felicity” on the main website. Under
its Be Connected section is only a promotional
calendar. The Blog should be under that
section.
• The blog cannot be placed under
the coupon in the e-mails. The blog
will not be read because most will
stop after the coupon.
• The Blog needs to be more visually
interesting, because people don’t want to read
an article, they want to read something fun!

7. Twitter and Pinterest
All Information from The Social Skinny
Twitter now has 140 million users Pinterest has become the third
most popular site behind twitter
Buyers and facebook
referred from
Pinterest are 12% of
10% more The average
likely to buy Twitter user has consumers
something 126 followers. have
and spend an purchased
average of
10% more than Pinterest is projected to a product
visitors from account for 40% of online
other social social media driven because of
networks purchases by Q2 2012 info they
found on
Twitter
With all of these prospects, Biggby
needs to play a role in both sites!

8. Facebook
Facebook is without a doubt the 1. Add a twitterfeed account to inform
most popular site on the internet. followers on blog updates.
With it comes a ton of options for 2. Continue the Community Photo
you to advertise with them. Contest to generate public interest.
3. Create a visually interesting
Facebook ad. Use Cost-Per-Click to
generate interest from the public.
4. Include ads on Facebook games, as
Zynga makes up 12% of Facebooks
annual income and games require
ads to be seen by users.

9. Step 2: Mobile Strategy
Foursquare, being part game, part social
networking, can be very addicting for
this age group. To add some
excitement, some companies have given
incentives for the “mayor” (he or she
who “checks in” at that location the
most frequently). This is something
Biggby should offer to increase sales and
excitement at their locations.
Facebook allows for Ads
for their games and makes
their players watch them.
Putting an ad in a game
guarantees that your ad
will be seen.

10. Step 3: Internet Marketing
Google AdWords is based on Cost-Per-Click
(CPC) marketing. They will put your ad at the
top or the side of the page. When someone
searches “coffee” it would be a great idea to
put Biggby in a CPC environment so that they
would be ahead of their competition. This is
good, as 80% of all internet users see Google
Ads.
Facebook also uses CPC for their ads but
they allow for their consumers to target
their audience by
location, age, gender, “likes”, and
activities.

11. Step 4: The Big Idea
To fully reach the target
audience, you need another large
promotion, similar to the Biggby
Birthday Celebration. The Biggby
Birthday Celebration is the most
successful day of the year. Adding
another day like this with generated
excitement over all forms of the
internet
(blog, facebook, foursquare, twitter,
main website) with extra incentives
to follow (like giving away coupons
on the cup and offering the “mayor”
of foursquare discount) will draw the
crowds, build loyalty and increase
internet traffic naturally.

12. Budget
Facebook and Google AdWords will
give you a daily budget between $50
US Dollars and $5000 per day. With
this campaign I feel it is better to
spend more on theFacebookads
(where more of your target audience
will be located). At first, start with
spending $300 per day as a trial run
for about a month. Use
Facebookinsights because they’re
free and see your reach of your
audience and keep an eye on your
followers.
They should also set aside a
Foursquare fund for the “Mayor” of
each store.

13. Conclusion
If all 4 steps are implemented your SEO ranking
should improve over your competition and
your “likes” on facebook will improve as well
as your twitter and Pinterest followers.
You will truly be your Biggby Best.