Monday, 20 June 2016
Final video!
Thank you all for viewing our blog! It is time for it to come for an end, so we present to you this summary video of what we have been working on these past few weeks.
Monday, 13 June 2016
Future ideas for Nescafe!
By Anthony Teixeira
I have serious respect for Nescafe as a company and their
use of social media, however I have generated an idea that could boost their
social media presence and put them on the social media map.
This campaign is to help boost Nescafe’s YouTube and
Facebook presence.
I call my idea “What’s in your coffee?”. Let me explain
Nescafe should make YouTube videos and have fans submit videos using Nescafe
products to make specialty coffees and teaching others how to make these
coffees.
After these videos are created they can be shared on
Facebook and people love sharing how to videos on Facebook it’s a craze.
 |
| Tipsy Bartender Video on YouTube (https://www.youtube.com/watch?v=C_3XGPYWI_8) |
This idea comes from famous YouTuber “Tipsy Bartender”. He
makes a variety of cocktails on YouTube and teaches others how to create the
same. These videos are shared all over YouTube and Facebook. So why not have a
channel dedicated to specialty coffees.
The audience of this campaign will be moms who love coffee,
teens who love coffee and people trying to entertain. Your general Facebook
user is guaranteed to share if they like the drink they see. I can guaranteed
sales of Nescafe products will go up because of these videos featuring Nescafe
products. It’s a viral sensation.
The best time to launch this campaign would be summer and
have it go year round, iced coffee for summer, hot coffee for winter. A post
every two weeks will keep fans wanting more and wondering what is next, because
Nescafe is so well known world-wide this can be a huge success.
I can only hope Nescafe reads this and uses the idea, I feel
that it would be a solid strategy if there are no legal issues. What do you
guys think? Should Nescafe create drink profiles on YouTube and Facebook? Let
me know in the comments.
Sunday, 12 June 2016
Tim Hortons & Maxwell House Coffee - Social Media Presence #5
5 Content Marketing Plan
If you have been following the blog for the last 4 blog
posts, you have certainly noticed that Maxwell House’s social media presence
and is struggling juxtapose to Tim Hortons. Maxwell House posts infrequently on
all social media outlets examined and even when they do, it is content which
usually centres on their racing endorsement. If I were a part of their
marketing team, I would utilize these outlets differently.
The first marketing campaign I would conduct would be
Project Green Bean. This project would be focused on the conversion of Maxwell
House’s tin coffee cans into biodegradable, reseal-able bags made from recycled
materials. I would begin this project at the beginning of winter 2016 by taking
to Maxwell Houses Facebook, Twitter and YouTube pages. Content and information regarding our
conversion to green packaging will be posted at least once a day and content
regarding the benefits/ drawbacks of using/ not using biodegradable materials
will also be posted to the pages.
On Earth Day (April 22, 2017), our new biodegradable
packaging will hit the consumer shelves.
With this marketing plan I intend to target environmentally consumers
and raise their interest with Maxwell House products because of this green
stance.
By Sheldon Samlall
Saturday, 11 June 2016
Blog Post #5: Content Marketing Idea for Starbucks
Starbucks
Origins
As
a major corporation, Starbucks will always be under scrutiny for taking
advantage of economic discrepancies globally. Although they are helping Papua New Guinea
(where their coffee beans come from) by helping the economy through aid and
sustainable resources, we don’t know exactly what they are doing.
In my
content marketing idea, I want to go to the very source, the coffee bean
farmers. I want to profile them, know their past, how Starbucks has affected them (good or bad) and how they
assisted in their growth.
The
first part of this strategy is to generate attention. Putting the faces and a short story of these
farmers on the Starbucks cups that millions of people consume everyday will
definitely be recognized. In doing so, people will have a glimpse of their
lives and in hopes of curiosity, seek further information on the people that
provided them with these beverages.
The
second part is to use the full strength of Starbuck’s social media arsenal. Everything is developed, people are listening, we just
need to tell the story. Through interviews and visits to the farm by an
indorsed celebrity (preferably over just camera edits and captions), we can
construct a story of how Starbucks is not taking advantage of their scenario.
Pushing content from all social media fronts will generate a ton of
conversations online.
Video
hosting platforms such as Facebook
and Youtube will be vital. Success
will be measured by the conversations people have about Starbucks as a brand
and can be analyzed through comments, likes, etc.
The
goal of this campaign is to help the brand image as a giant multinational
company. I feel like nowadays companies will do the bare minimum to do what is
considered “righteous”.
Thursday, 9 June 2016
Tim Hortons & Maxwell House Coffee - Social Media Presence #4
4 Fanpages, Influencers and Inbound Links
The following link gives viewers insight within Tim Hortons
based on customer reviews. This page includes 1.1k reviews on Tim Hortons from
customers as well as staff. This page has a Domain Authority of: 45 Page
Authority: 1 & Total Links: 0. https://www.glassdoor.ca/Reviews/Tim-Hortons-Reviews-E15227.htm
The link below provides readers information regarding
employee experiences/ ratings and reviews of Tim Hortons as an employer. With
5.7k reviews, 21 photos and a 3.8 star rating out of 5 from 5.7k votes, this
page certainly sees a decent amount of online traffic. Page Authority: 36,
Domain Authority: 91 Total Links: 7.http://ca.indeed.com/cmp/Tim-Hortons/reviews
The following link is a review page on reddit based on
Maxwell Houses instant coffee. There is a lack of quantifiable data regarding
these reviews however from reading the comments I would say this product is not
well liked amongst those who have tried the product. Page Authority: 1, Domain Authority: 100,
Total Links: 0.
The next link provided fares well in Maxwell Houses favour.
On influenster.com 707 customers have commented positively on Maxwell House’s
coffee which has earned them a 4.5 star rating out of 5 on this website. Page
Authority: 1, Domain Authority: 61, Total Links: 0.
Maxwell House is featured on the website coffee detective
where consumers are asked if the coffee is as good as it once was. Donald
Fitch, the article author, feels that their coffee has gone downhill and his
blog has prompted a lot of attention. Page Authority: 21, Domain Authority: 33,
Total Links: 8.
By Sheldon Samlall
Content Marketing Idea for Second Cup
Blog title:
Content Marketing Idea for Second Cup
Sub title: How a brand could use Twitter Polls
Author: Timothy Izzard
I decided to take on the challenge of creating a new content
marketing/social media campaign for Second Cup Coffee Co.
Caption: Second
Cup Logo
Alt text: Second
Cup Coffee Co.
My content marketing campaign is going to be about a new
summer-themed beverage that will be decided on through online polls. The winner
for the summer-themed drink will be decided middle of July and should start
asap, giving users a month and a half to decide on a drink they’d like to win.
In store, Second Cup would have taste tests of the different summer themed
drinks so people can know what they’re voting on. My audience for this campaign
is generally going to be teenagers who like these summer-themed drinks but is
also just anyone who likes cold drinks from Second Cup.
Caption: Example
of a poll being used on Twitter
Alt text: Poll on
Twitter
The goal of this campaign is going to be to increase our
Twitter followers and activity. I would conduct this poll using Twitter’s
“poll” featured and also make it a promoted tweet so it shows up in timelines.
On Twitter, it will also give users the option to interact with the Tweet,
retweet it with a message, and for us at Second Cup to connect with the
audience who participate in the poll.
We are going to cross-promote this campaign on Facebook,
Instagram, and even YouTube. We could create exciting posts such as “drink a
vs. drink b, who will win?”. We could create visuals with overlays of the
drinks so viewers can see the drinks they can vote on, and also we can post
screenshots of the Twitter poll.
This campaign will attract and acquire audiences because
through this, customers can feel like they are a part of Second Cup. Their
decision would count towards a new drink we’d offer the rest of the summer, and
if they are very passionate about it they would encourage friends and family to
vote for the drink they think is best.
Fan Pages Caribou Coffee and Nescafe.
By Anthony Teixeira
If a company is big enough and has a big social trend
presence it would make sense for the company to have a fan following on some
sort of social media platform. Starbucks has a Frappe following on Facebook.
Trying to find a find a fan page for these two companies was
very difficult. I had combed through Twitter, Facebook, YouTube, Instagram, and
Pinterest, and came out empty handed. I am quite curious as to why these big
companies do not have any fan pages dedicated to them.
I believe it all leads back to their social media platforms.
Neither company has successfully used their social media profiles to their
maximum potential. Caribou is extremely lacking in the YouTube department
whereas Nescafe is really lacking on the Facebook and Twitter platforms.
Each company needs to
think of creative content to come up with and post to get their fans involved.
I have not seen any call to action on both companies’ social media platforms.
This gives me an idea. Stay tuned… I have another idea for a
blog post.
Wednesday, 8 June 2016
Blog Post #4: Fan pages, influencers, inbound links for Starbucks & Folgers
Tony
Truong
One of the most cost effective method of
advertising is through word of mouth. Now with the internet, we can take
this to a whole another level. Fan pages, like we see for celebrities, are made
for brands! Love your Starbucks drink so much? Hop on over to
StarbucksMelody.com and find out what others have to say!
Unlike Starbucks that has an
almost cult-like following, Folgers lacks the brand recognition on the digital
world. There are a few blogs and small fan pages but none of which even show up
in the first few pages of Google. However, Folgers has taken this into their
own hands by providing a combination of a online forum with recipes that allows
people to comment or build their own recipes on their official website. Folgers
also uses Facebook as a popular location to discuss new recipe ideas.
We
talked about how important word of mouth is to a brand but how does it play out
in the digital world? The key
players here are the influencers. For Starbucks, it is CNNEE (CCN en
Espanol), especially on Twitter. CNNEE generates the most influence for the
hashtag #Starbucks by far, even more so than Starbucks themselves.
With
Folgers, key influencers are Samantha (@HaveSippy), an award winning blogger
known for reviewing products. She has over 120k followers on Twitter and has
the second most influence on the #Folgers, behind Folgers Coffee themselves.
Starbucks
– 5941 Total Links (Top 3 below)
- · Encyclopedia style information about Starbucks including history, products, controversy, etc
- · Job benefits and perks for working at Starbucks
- · Customer service review of Starbucks
Folgers
– 352 Total Links (Top 3 below)
- · Review of various household items
- · Foreign analysis of Folgers Coffee SEO
- · Reviews of subscription boxes for everyday items
Tim Hortons & Maxwell House Coffee - Social Media Presence #3
3 YouTube Presence
Tim Horton’s has a high frequency of
posting videos on their YouTube channel with at least one video every month for
the past 4 years. In total, Tim Horton’s has 110 videos on their YouTube
channel and 13,657 subscribers. Most of their videos are advertising their
newer products such as the “Tim’s Single Serve” and dark roast coffee as well
as their famous “Roll Up The Rim” contest. Their videos also include customer
testimonials where “every cup tells a story”. Tim Horton’s most viewed video
“Tim Horton’s *Magic Levitation Commercial*|Creamy Chocolate Chill” had
2,967,904 views, 1,491 likes, and 289 comments. The video advertised their new
product “Creamy Chocolate Chill” by including a celebrity endorsement:
illusionist Darcy Oake. The video begins with Darcy Oake talking about
illusions and levitation. The video then shows a woman enjoying the new product
and slowly levitates off her chair into the air at a Tim Horton’s location. The
video’s description described the “Creamy Chocolate Chill” as “A Higher Level
of Chocolaty” and then gave a brief summary of the video and introduced Darcy.
The description also included to links to the Tim Horton’s website, facebook
page, twitter, and Instagram.Maxwell House does not post on their YouTube channel very often; their last video was posted 10 months ago. They have a total of 9 videos, most being on celebrity endorsements (race car driver Michael Waltrip) and one advertising their coffee. Their most viewed video “Good Maxwell House” is about a man sniffing a fresh cup of their coffee and wondering why people don’t use the word “good” anymore. This video only has 54,484 views, 95 likes, and 21 comments. The video’s description summarizes what the man says in the video, “we’ve forgotten just how good Good is”, implying that Maxwell House Coffee is “good”. Video Links provided below.
https://www.youtube.com/watch?v=8YLnCZI5K7w
https://www.youtube.com/watch?v=yQl2V11cUw0
By Sheldon Samlall
Tuesday, 7 June 2016
Where do coffee brands get traffic from online
Blog title: Where
do coffee brands get traffic from online?
Sub title: Top content-drivers for Green Mountain &
Second Cup
Author: Timothy Izzard
The biggest link source for Keurig’s brand Green Mountain
Coffee comes from a very popular content marketing website in one of their blog
posts about how to create excellent content. The blog post from Social Media
Examiner highlights how to make visual content work, and they have used Green
Mountain’s Instagram as a perfect example for text overlays on pictures.
Many marketers use this site to discover trends and educate
themselves, and the fact that Green Mountain is on here proves that they are
creating excellent visual content.
Caption: Green
Mountain Coffee’s Instagram on Social Media Examiner
Alt text: Article
for creating text overlays on pictures
The second biggest source directing traffic to Green
Mountain’s website comes from a website listing fair trade retailers.
The third source comes from another website devoted to
sustainable products called “treehugger”. Green Mountain Coffee was featured on
a blog post about how to choose “green” tea and coffee.
The biggest inbound link source for Second Cup Coffee Co.
comes from a website all about travel, and the section about Second Cup comes
from the section about Canada. http://wikitravel.org/en/Canada
I think that this website is a very popular result for
those looking to come to Canada, and the fact that Second Cup is featured on
here multiple times does very well for them. This also helps them become known
as a Canadian company, of which they have pride for.
Interestingly, the second biggest inbound link source for
Second Cup comes from a site all about free WiFi locations across Canada. This
website could be popular for those looking for a quiet place to work away from
home.
I found a fan page for Second Cup in the form of a blog
on “blogto.com”. The blog was written by a former employee of a coffee shop and
the history and journey of Second Cup to get to the restaurant it is today.
It’s a great read! http://www.blogto.com/cafes/second-cup-coffee-toronto
Caption: Fan blog
about Second Cup Coffee Co.
Alt text: Second
Cup employee working
Blog Post #3: Starbucks Vs Folgers on Youtube
Tony
Truong
There
is a huge difference in the use of Youtube
between Folgers and Starbucks.
We will start off with
frequency of video uploads. Folgers most popular video titled “Remix Your Folgers with Mike Tompkins”
was posted over 7 months ago! Their latest video was posted 3 months ago, come
on Folgers!
Starbucks
is extremely active on Youtube with
1-2 posts a week averagely. Not surprised.
Content
wise, Starbucks completely overwhelms Folgers in every possible angle based on
the sheer amount of uploads, views, likes, comments… you name it. Folgers most
viewed video barely passed 1000 views while Starbucks most popular video titled
“Starbucks Doubleshot Coffee and Protein:
Do More You” has a whopping 5.2 million views.
Now
these are both big brand coffee moguls yet their Youtube metrics are insanely different. Why? Its all about the content.
Yes, we know Folgers has their recipes but they have to keep it original or to
the very least, updated. How many times are you willing to watch the creation
of ice cream using Folgers coffee?
Folgers
bought in artist Mike Tompkins to
create a new jingle for their brand but they have not capitalized on it very
well.
What
is Starbucks doing differently? Literally posting content everywhere, all the
time, consistently. Folgers has roughly 40 videos posted while Starbucks has
more than I can count. Videos leading back to 2010!
Their
content is always changing
too, ever wonder what barista’s get asked all the time? Find out as Starbucks
interviews many of their own baristas around the world. They also have recipes!
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