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Social, Successful
A New Media Allocation Plan for BIGGBY COFFEE
ADV 892 Hsiao-Han Hung
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About BIGGBY• First store opened in 1995
• East Lansing
• Bob Fish and Mary Roszel
• 118 stores across the U.S.
• Our products
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SWOT
Strength Weakness
Opportunity Threat
$
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Score!
Brand Awareness Brand PreferenceSocial Media
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www.biggby.com
• SEO
• Image-wised
• Information expansion
• Like it, Tweet it, Dig it
• Google AdWord: – “Coffee Shop”, “Coffee Beans”
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B Connected!
• Biggby & Bob
• Promotion & Coupon
• Interaction
• Local event
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Where is Bob?
• Blog by CEO Bob
• Share the content
• Blogger outreach
• SEO
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B a Listener
• Monitoring & Listening
– Monitter
– Google Alerts
– Technorati.com
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Measure Success
Google Quality Score
Conversion rate- increase 50%
Sales- increase 20%
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Budget Allocation
& Timeline• Through out the year• Intense promotion during holidays (Halloween, Christmas, Valentine’s day, etc.)
Budget (2011)Website Improvement---------------$1,000Google AdWord------------------------$10,000SEO Copy Writing----------------------$5,000Evaluation Report---------------------$800_________________________________Total---------------------------------------$16,800