What will work for you?

The many flavors of a social strategy
PRESENTATION TITLE
What
will work for you?
Introduction
Chicago, Thursday, June 7, 11:45
GREEN
GREEN
MOUNTAIN
MOUNTAIN
COFFEE
COFFEE
ROASTERS,
ROASTERS
INC.
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
TITLE
Body Copy
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
TITLE
Body Copy
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Brand
Fans
Followers
Green Mountain Coffee
550,000
19,000
Keurig
405,000
25,000
Barista Prima Coffeehouse
283,000
2,635
Café Escapes
250,000
9,590
Green Mountain Naturals
229,000
5,420
Tully’s
185,000
226
Brew Over Ice
170,000
9,700
Donut Shop
121,000
420
Café Express
66,000
540
But remember, size isn’t everything!
4
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
The Power of Social Media
•
74% of consumers have a more positive brand impression
after interacting with company in social media
•
51% increase in purchase likelihood after clicking the
‘Like’ button
•
When they receive good customer service, social media
users tell 3x as many people about it
•
83% of people who complained on Twitter “liked
or loved” a response by the company
•
90% of Consumers trust product reviews from people they
know. 70% trust reviews from people they don’t know
•
40% of social media users ‘Like’ businesses in order to
receive special discounts and promotions
•
Facebook fans spend twice as much as non-fans
of a brand
5
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Our Goal
Social Media Tactics
Brand Engagement ,
Advocacy and Loyalty
•
•
•
•
Customer Service
• Community interaction
• Surprise & Delight
• Brand monitoring
Lead Generation/Brand Awareness
•
•
•
•
Sales Generation
• Promotional wall posts
• Group deals, social coupons, shared
promotions, deal sites
• Facebook commerce
Wall posts
Community interaction
Surprise & Delight
Contests, sweepstakes, promotions,
cause campaigns, games, trends
• Social integration of product reviews,
ecommerce actions
• Product sampling
Product sampling
Sweepstakes
Refer a friend
Email signup
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Customer Service
[customer]
[customer]
7
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
“I am very impressed with your customer service. I'll look only to you guys to
reorder [K-cup packs] in the future.”
“Thank you very much. This is a good decision and shows your commitment
to exceptional customer service, and I will use you again in the future.”
“*WOW, nice touch, folks. Customer for life.”
“Wow, that is unbelievable customer service! You have just made a new regular out of me.”
“Wow! This is pleasantly unexpected - I don't think I've ever seen such great customer service!”
“That is just awesome. Few and far between retailers will stand up when a mistake is made. You
have a customer for life.”
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Loyalty
ResultsRewards
Sweepstakes
Partnership
• 21,000 Sweeps
signups with
Sugarbush
Ski Resort
• 22,000 New
Facebook Fans
––
–
1New
Grand
Prize,
10 Second Prizes,
Fans
+ 328%
50 Third Prizes
Total Fans + 59% to 57,089
• 102
Club joins from
Facebook
– Sweepstakes
microsite
• Quit
rate improved
– Facebook
apps (2) 46%
• 63%
marketing
opt-in rate
– GMC
landing page
• 72% fan rate
from Facebook ads
Promotional
support:
•
$0.67Express
cost perFacebook
signup
–– Café
20%
emailFacebook
open rate,
– Brands
communities
14%
click
rate email
– Club
member
– Sugarbush email
– Facebook advertising
– GMC website promos
– Sugarbush website promos
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Brand Engagement
• Viral and Facebook ad-supported
Café Escapes® Birchbox giveaway
• 40,000 new fans
• 17% Email open rate
• 10,000 refer-a-friend impressions
• Brew Over Ice Alaskan Cruise
sweepstakes
• Tully’s Coffee ®
free-sample
campaign
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Recommendations & Positive WOM
Corporate Social Responsibility
[customer]
[customer]
Direct
Interaction
[customer]
[customer]
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Ratings & Reviews, Transactional Sharing
Using PowerReviews “Facebook OnSite” on
GreenMountainCoffee.com,
16% of our customers share their reviews with their
Facebook friends –
twice the average rate
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Surprise & Delight
On a daily basis, three of our brands
engage with an enthusiastic super fan, Donna Yost.
The connection between the fan and our brands is so
strong that her husband private-messaged us to
request we send Donna a surprise birthday message.
We did all that – and more!
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Consumer Insights & Market Research
Cafe Express®
We’re giving Café EXPRESS a facelift! Choose
which logo you like best and tell us why!
Option A
Option B
Status Quo
55 Like This
229 Comments
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Brand Awareness & Lead Generation
Sweepstakes tell-a-friend generates a 8% referral rate
1.5 friends per referrer
35% conversion rate
creating a 4% across-the-board lift
• 840,000 Email opt-ins per year
• 7% conversion to direct customers
• Over $15M sales
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
“How can you squander even one more day not taking
advantage of the greatest shifts of our generation?
How dare you settle for less when the world has
made it so easy for you to be remarkable?”
- Seth Godin
16
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.
Thank you and stay in touch!
25% VIP Friends and Family Discount
Coupon code: GMCFF-VIPS
www.GreenMountainCoffee.com
Tom.Funk@gmcr.com
@tomfunk
LinkedIn.com/in/webmarketer
G R E E NG R
M EO EU NN TMAOI U
N N CT OA FI NF E CE O RF O
F EA ES TREOR AS S, T I EN RC S.