BlogWell Boston Social Media Case Study: Green Mountain Coffee Roasters, presented by Crystal King
17
SocialMedia.org Video Case Studies Crystal King Socially Devoted To You This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell
-
Upload
socialmediaorg -
Category
Business
-
view
2.551 -
download
3
description
In her BlogWell Boston presentation, Green Mountain Coffee Roasters' Social Media Manager at Keurig, Crystal King, shares how they use social customer service to foster brand loyalty and engagement. Crystal goes into detail about their social listening and response strategy that makes the people in their communities feel like they are heard and that they have a voice.
Transcript of BlogWell Boston Social Media Case Study: Green Mountain Coffee Roasters, presented by Crystal King
SocialMedia.orgVideo Case Studies
Crystal King
Socially Devoted To You
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBoston
October 22, 2013socialmedia.org/blogwell
SOCIALLY DEVOTED TO YOU Crystal King,
Social Media Manager
@crystallyn #BlogWell
BLOGWELL | OCTOBER 22 2013
Keurig® – $1.3 Billion Brand
#1 brand coffee maker
in category dollar sales
for 31 months running1
Strong promotion
score with 79% of
owners recommending
to family and friends2
84% total Keurig®
Brand Awareness3
®
1. NPD Data All Channels as of June 2013
2. Internal Satisfaction Studies – March 2013
3. Jan 2013 GMCR Pre/Post Ad Tracking
@crystallyn #BlogWell
#1 coffee brand
of the year in
2012; #2 in 20131
Green Mountain Coffee® - $1.3 Billion Brand
#4 coffee brand in
category $ sales (+42% $ Sales YOY)2
#1 single cup
brand (+48% $ Sales YOY)2
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 @crystallyn #BlogWell
A Powerful Portfolio of Brands
@crystallyn #BlogWell
“BREW THE LOVE”
A Lot of Love
@crystallyn #BlogWell
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
HOW WE DO IT
Develop tiered response plans
Streamline methods of
response
Develop extensive FAQs
Hire individuals specifically for
social moderation
Require social media training
and certification
Partner internally with
marketing & customer service
Create clear path of escalation
Use software tools to manage
workflow
Be authentic, not robotic
Prepare for disasters
Apologize quickly/admit when
you are wrong
Post House Rules in social
channels
Ignore nonsense
Communicate quickly and often
Respond to the good and to the
bad @crystallyn #BlogWell
Unhappy to Happy
@crystallyn #BlogWell
11
- Nearly 5M followers across Green
Mountain Coffee Roaster brand
channels
- Approximately 75K monthly inbound
messages
- Of these, 15% are responded to
directly
@crystallyn
#BlogWell
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 -Mashable.com/2012/04/24/call-center-death-exaggerated/
For example, at Keurig, in the
last three months:
• 6,937 outbound responses
to consumers
• 170 escalations to customer
service (2.45%)
• Estimated cost savings of
$124,866 (avg call to customer service
is between 15-18 min) or $499,464 a
year.
@crystallyn #BlogWell
Brewing the Love
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
15
Crystal King
Social Media Manager
Green Mountain Coffee Roasters
• linkedin.com/in/crystalking
• twitter.com/crystallyn
• gplus.to/crystallyn
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBoston
October 22, 2013socialmedia.org/blogwell
