Social MediaTakeover

Emily MakiADV492- NMDL April 24, 2009

make friends . love people . have fun

COMPANY BACKGROUND

NEWER COMPANY- Just celebrated 15th Birthday in March 2010

Only Present in 5 States- Michigan, Ohio, Alabama, South Carolina, & Wisconsin

First Location- Grand River Ave., East Lansing, MI

Local, Friendly, Efficient, Focused on Customer Service

50% Annual Growth RateAnnual Profit- $44 MillionSlogan- “Have fun, Be happy, Make friends,

Love people and Drink Great Coffee.” 112+ Store Locations and Counting

B IG CHALLENGES & GOALS

GOALS CHALLENGES

WORLD DOMINATION Finding new ways to surpass the competition

Expand into new markets Handle new competition in the market (i.e. McDonalds)

that offers lower prices

Become the #1 Coffee Brand Nationwide

Improve Social Media Communications

Find new ways to engage customers

online

Integrate products into stores, similar to

Starbucks and Caribou

BASICS OF THE BIG THEME

OVERALL THEME;Integrated Use of Social Media

PROS✔ Inexpensive, Yet Effective✔ Attract varying TARGET markets✔ Keeping up with the advancements in technology and

communications✔ Best new way to ADVERTISE✔ Personal Outreach- BUILD RELATIONSHIPS✔ Continual, Desired Effect✔ Up-to-date, easy way to inform current or potential customers✔ Replacing the traditional forms of Advertising✔ Enhance BRAND MANAGEMENT✔ Create SEO- SEARCH ENGINE OPTIMIZATION

Improves Ranking in Search Results

BRANCH OUT-SOCIAL MEDIA

CEO Bob Fish,“Biggby Bob,” has a Twitter™ account with

Almost 4,000 Followers!

•Engage Employees to Participate in Twitter™ Social Marketing•Emphasize ways to follow your favorite local Biggby employee, varying from store to store•“Tweet” printable coupons and special promotions for the day•Bring in copy of “RT” (or re-tweet) from Biggby Bob for FREE Small Coffee•Reach out to customers who “Tweet” comments, questions, concerns, etc.

*Advertise more heavily on the side of the Facebook page,

especially for those associated with East Lansing and Michigan

State University

*Connect more efficiently with

college students, Biggby’s

primary target audience in the

East Lansing local market

Word-of-mouth

advertising

*Invite “Fans” of Biggby to

special promotional events via Facebook

EnhancePublic

Relations

FREE or little cost

*Allows “Fans” to

upload their own

personal Biggby

photos onto site

Personal

LOG

WHY BLOG?Customers can visit blog at their own

convenience

Easier to adjust to for someone new to Social Media

Use as an alternative for those who don’t want to sign up for Biggby’s “E-wards”

emails

Post new drinks, coffee recipes, good books to enjoy while visiting a Biggby

location, etc.

Efficient way to receive comments and suggestions from customers

Provide company information

WORKS with ALL other proposed SOCIAL MEDIA

Blogger™

WordPress™

MONITORING BIG SUCCESS

Using Social Media monitoring sites, specifically….

•Sites like these allow Biggby to track the Social Media “BUZZ” surrounding the company on specific days•Biggby’s advanced Advertising & Marketing team tracks the changes in sales on a monthly basis, therefore the immediate increase in business and profits from this campaign will be evident•Monitoring the additional Social Media use in the short-run will show immediate results •Effectiveness can also be determined through Word-of-Mouth Promotions and interactions with customers in different Biggby locations

UDGET

Budget Allocation: Depends on the assessment of sales done on a monthly basis by Biggby’s

Advertising and Marketing Team Promotional coupons must be accounted for as use of budget, but the

additional profit brought in for the company must also be accounted for A Social Media specialist may need to be hired to track the effectiveness of

the campaign and monitor success when the customers become more engaged and the popularity of Social Media tactics increase

Increase Use of Social Media: During scheduled promotional periods, holidays (with specialty drinks), and if

there is a lack of “buzz” about the company

SOCIAL MEDIA- INEXPENSIVE, EFFECTIVE, GENERATE ACTIVE RESPONSES FROM

CUSTOMERS, LONG-TERM PLAN FOR INCREASING COMPANY SUCCESS

RESULTS!

Financially Adequate

Promotional Budget

Progressing with new

technology & forms of

communication

Reaching new target audiences

Taking in even MORE profit!

Reaching Custome

rs!

LOVING THE WORLD OF

SOCIAL MEDIA!