Dear Biggby: Let’s Talk About Your Social Media Marketing
Please, don’t take this personal. I’m only publishing this because my professors require me to for an assignment. I’m a Biggby Fan. With that, I’ve been charged with studying your digital marketing and … I’m required to make a few suggestions. So, here we go…
As far as social media platforms go, you pretty much have run the gamut. Platforms like Facebook, Instagram, Twitter, Tumblr, Flickr, and Pinterest all have your presence known. But, in my opinion, that is just about what it is: a presence. Understanding how advertising works, no matter what medium, we all know how important exposure is to branding. Establishing an account, making a presence is great. But leaving things on “cruise control” or even idle is not.
Of all of the platforms Biggby is present, Facebook is where you are most active. Albeit, the majority of posts made by you are, at best, redundant. Any Biggby fan that is a follower is, most likely, very familiar with your products. So, why do you need to remind those followers on a daily basis of your Latte’s? Usually, when your posts are made, it is the same version of one of your specialty coffee repeated over and again. Blasting the same special repeatedly does work in some cases but I do not think it maximizes the use of Facebook.
When a Biggby fan logs onto Facebook and gets a notification from you, they are more than likely looking to see something new. Tell us about a new employee, or new store opening, make a few comments responding to a fan’s post. But, for gosh sakes, please do not tell me anything more about your damned “Pumpkin Spice Latte!” I’m so sick of it; I cannot stand the sight or smell of anything pumpkin anymore!
Ok, I’ll give you this much … you are much diverse in your postings on Instagram. I do like how every photo is different in location and consistent with seeing the logo. What I did notice is that there is one comment from you, a reply from a follower, and that’s it. Fans love responses that like when you share their comments or even some kind of reaction to their responses. Or, hey, even a response when they give you a “shout-out” when they post and tag you! You have a fan base now let them know that you appreciate it!
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Ah … Twitter. This social media platform seems to be your favorite. That is awesome. You have a 140-word limit, you can maximize your keyword usage through the use of hashtags, and you have good deal of inbound marketing going on. Great, but did you know that Twitter is falling more and more out of favor with most social media users? Granted, there are still many people who depend on Twitter for getting their word out. But, are we not getting a little too dependent on hashtags?
Tumblr
Tumblr is an excellent platform for posting news in and around the company and its franchisees. It appears that Biggby was quite active when you first created the account. There are many short blogs that appear to be news releases and there are posts that look like personal messages. However, the key to this point is the word “was.” It does not appear that Biggby has been active with the Tumblr account for quite some time. This is unfortunate. If Biggby Coffee were to be vigilant on Tumblr, they would create a wealth of inbound marketing not only in terms of customers who buy coffee, but also in creating excitement for potential new franchisees. Since the business model is actually centered on the selling of franchises, then this is the perfect medium to step up the activities on Tumblr.
In the interest of Pinterest, this isn’t really a platform that I would get too excited about. Sure, there are many “pins” that show the logo. This is fantastic for brand awareness and, Pinterest should not be ignored as a social media source. However, many of these “pins” get lost in a sea of copycat specialty coffees that “pinners” like to share. If showing photos of people drinking Biggby Coffee while standing on their heads is okay for social media marketing strategies then, carry on.
What Are My Suggestions?
At this point, Biggby Coffee, I want to express my appreciation for reading my open letter up to this point. If you are still reading, I would like to offer my suggestions. First, you have to push your marketing department into diversifying your advertising content. Please, no more “Pumpkin Spice Latte” ads. What else do you have on your menu? What sells the least? Like the old saying, “Your menu is only as strong as your weakest coffee.” So, let’s shake it up and start exposing the least sold items and show more than one. Second, let’s take a look at the social mediums that are least utilized. Don’t just depend on hashtags or tweets. Let’s make better use of keywords like “Coffee Cups, Espresso Shots, Barista, or better yet Coffee Franchise.” If your company actually depends on the selling of franchises, then let’s focus your energies toward capturing the excitement of potential investors. Leave the Facebook, Instagram, or Twitter activities to the individual franchises. Corporately, you should really make very active use of Tumblr. Finally, I have to believe that with what activity that is, there is very minimal use of metrics involved. I strongly suggest the implementation of metrics to measure the excitement created by posts, pins, and tweets. At least get a baseline measure of where Biggby Coffee current position in the social media world. At the very least, PLEASE, stop boring us with “Pumpkin Spice Lattes.”
Good Luck and Best Wishes, Biggby. I’ll always be fan.
