A Digital Media Strategy for Biggby Coffee Company for New Media Driver's License Summer 2012

1. Be Your
BiggbyBest!!
A Digital Media Strategy

2. What Is Going On?
When you search “Coffee” on
Google, biggby.com does not
come up first, second, or third.
It falls under its competition
Starbucks, Grand River Coffee
and Make-at-Home Coffee.

3. How Do We Do This?
Track the Results
Begin the Plan
Who are we focusing on?
Identify the Use Social Evaluate the
Target Media, Budget and
Audience. Mobile the Search
Strategy and Engine
Internet to Optimization
attract the results.
Audience.

4. Identifying The Target
The Target Audience is about
16-21. They are a group
eager to grow up and giving
them a beverage that seems
adult-like while still being
sweet will entice them to
look into your company.
But how do you use that information?

5. What Do They Do?
Most internet users are
within the Target
Audience. They often
use the Top 10 Websites
of 2011
With this information,
you know where to
target your ad
campaigns in just a
few steps!

6. Step 1: Social Media
• There is no mention of the main Biggby
Blogger “Felicity” on the main website. Under
its Be Connected section is only a promotional
calendar. The Blog should be under that
section.
• The blog cannot be placed under
the coupon in the e-mails. The blog
will not be read because most will
stop after the coupon.
• The Blog needs to be more visually interesting,
because people don’t want to read an article,
they want to read something fun!

7. Twitter and Pinterest
All Information from The Social Skinny
Twitter now has 140 million users Pinterest has become the third
most popular site behind twitter
Buyers and facebook
referred from
Pinterest are 12% of
10% more The average
likely to buy Twitter user has consumers
something 126 followers. have
and spend an purchased
average of
10% more than Pinterest is projected to a product
visitors from account for 40% of online
other social social media driven because of
networks purchases by Q2 2012 info they
found on
Twitter
With all of these prospects, Biggby
needs to play a role in both sites!

8. Facebook
Facebook is without a doubt the 1. Add a twitterfeed account to inform
most popular site on the internet. followers on blog updates.
With it comes a ton of options for 2. Continue the Community Photo
you to advertise with them. Contest to generate public interest.
3. Create a visually interesting
Facebook ad. Use Cost-Per-Click to
generate interest from the public.
4. Include ads on Facebook games, as
Zynga makes up 12% of Facebooks
annual income and games require
ads to be seen by users.

9. Step 2: Mobile Strategy
Foursquare, being part game, part social
networking, can be very addicting for
this age group. To add some excitement,
some companies have given incentives
for the “mayor” (he or she who “checks
in” at that location the most frequently).
This is something Biggby should offer to
increase sales and excitement at their
locations.
Facebook allows for Ads for their games and makes their
players watch them. Putting an ad in a game guarantees
that your ad will be seen.

10. Step 3: Internet Marketing
Google AdWords is based on Cost-Per-Click
(CPC) marketing. But they will put your ad at
the top or the side of the page. When
someone searches “coffee” it would be a
great idea to put Biggby in a CPC
environment so that they would be ahead of
their competition as 80% of all internet users
see Google Ads.
Facebook also uses CPC for their ads but
they allow for their consumers to target
their audience by location, age, gender,
“likes”, and activities.

11. Step 4: The Big Idea
To fully reach the target audience,
you need another large promotion,
similar to the Biggby Birthday
Celebration. The Biggby Birthday
Celebration is the most successful
day of the year. Adding another day
like this with generated excitement
over all forms of the internet (blog,
facebook, foursquare, twitter, main
website) with extra incentives to
follow (like giving away coupons on
the cup and offering the “mayor” of
foursquare discount) will draw the
crowds, build loyalty and increase
internet traffic naturally.

12. Budget
Facebook and Google AdWords will
give you a daily budget between $50
US Dollars and $5000 per day. With
this campaign I feel it is better to
spend more on theFacebookads
(where more of your target audience
will be located). At first, start with
spending $300 per day as a trial run
for about a month. Use
Facebookinsights because they’re
free and see your reach of your
audience and keep an eye on your
followers.
They should also set aside a
Foursquare fund for the “Mayor” of
each store.

13. Conclusion
If all 4 steps are implemented your SEO ranking
should improve over your competition and
your “likes” on facebook will improve as well
as your twitter and Pinterest followers.
You will truly be your Biggby Best.