BlogWell Boston Social Media Case Study: Green Mountain Coffee Roasters, presented by Crystal King
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This document summarizes a presentation given by Crystal King, the Social Media Manager at Green Mountain Coffee Roasters, at the BlogWell conference in Boston on October 22, 2013. The presentation discusses how Green Mountain uses social media to engage customers and build brand loyalty for its Keurig coffee brand, which generates $1.3 billion in annual sales. Key aspects covered include hiring social media specialists, developing response strategies, addressing customer complaints on social media to turn unhappy customers happy, and measuring cost savings from reducing call center inquiries. Data showed Keurig outpaced competitors in social media love and response rates, helping establish it as a top socially devoted brand.
BlogWell Boston Social Media Case Study: Green Mountain Coffee Roasters, presented by Crystal King
- 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell Crystal King Socially Devoted To You
- 3. BLOGWELL | OCTOBER 22 2013 SOCIALLY DEVOTED TO YOU Crystal King, Social Media Manager @crystallyn #BlogWell
- 4. Keurig® – $1.3 Billion Brand Strong promotion #1 brand coffee maker score with 79% of 84% total Keurig® in category dollar sales 3 1 owners recommending Brand Awareness for 31 months running to family and friends2 ® @crystallyn #BlogWell 1. NPD Data All Channels as of June 2013 2. Internal Satisfaction Studies – March 2013 3. Jan 2013 GMCR Pre/Post Ad Tracking
- 5. Green Mountain Coffee® - $1.3 Billion Brand #1 coffee brand #4 coffee brand in #1 single cup of the year in category $ sales brand 2012; #2 in 20131 (+42% $ Sales YOY)2 (+48% $ Sales YOY)2 @crystallyn #BlogWell Highest repeat purchase rate among K-Cup® brands3 1 Harris Poll Equitrend® 2 IRI Scanner Data, Total US Food, 52 weeks ending 06-09-13 3 IRI National Consumer Panel, All Outlet TTL US 52 weeks ending 7-21-13
- 6. A Powerful Portfolio of Brands @crystallyn #BlogWell
- 8. A Lot of Love @crystallyn #BlogWell
- 9. Why Are We Socially Devoted? • What we give, we get back • Extending the feel-good experience builds customer loyalty • Reputation management begins before things go wrong • Word of Mouth can’t be beat • The cost savings speak for themselves • So do the sales… @crystallyn #BlogWell
- 10. HOW WE DO IT Hire individuals specifically for social moderation Streamline methods of response Partner internally with marketing & customer service Develop tiered response plans Require social media training and certification Develop extensive FAQs Create clear path of escalation Use software tools to manage workflow Post House Rules in social channels Prepare for disasters Communicate quickly and often Be authentic, not robotic Ignore nonsense Apologize quickly/admit when you are wrong Respond to the good and to the bad @crystallyn #BlogWell
- 11. Unhappy to Happy @crystallyn #BlogWell
- 12. - Nearly 5M followers across Green Mountain Coffee Roaster brand channels - Approximately 75K monthly inbound messages - Of these, 15% are responded to directly @crystallyn 11 #BlogWell
- 13. Saving Money & Cutting Costs • Social Customer Service saves GMCR money on calls diverted from the call center • On average, it costs roughly $1 per minute for a call center to service a customer For example, at Keurig, in the last three months: 6,937 outbound responses to consumers • 170 escalations to customer service (2.45%) • -Mashable.com/2012/04/24/call-center-death-exaggerated/ • Estimated cost savings of $124,866 (avg call to customer service is between 15-18 min) or $499,464 a year. @crystallyn #BlogWell
- 14. Brewing the Love
- 15. The Most Loved NetBase – Keurig outperforms all other coffee brands on “love” 91% of conversations about Keurig are positive. Socialbakers – Top 10 socially devoted company with an 89% response rate. Unmetric – Keurig #1 in Home Appliances on Twitter, YouTube and Pinterest, each month for 2013. We have been number #5 or 6 in Facebook each month. Boston Business Journal – #10 most socially savvy companies in MA. Harris Interactive – Green Mountain is Coffee Brand of the Year 2012, second place 2013 @crystallyn #BlogWell
- 16. Crystal King Social Media Manager Green Mountain Coffee Roasters • • • • [email protected] linkedin.com/in/crystalking twitter.com/crystallyn gplus.to/crystallyn 15
- 17. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell socialmedia.org/blogwell