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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
BlogWell Boston Social Media Case Study: Green Mountain Coffee Roasters, presented by Crystal King
BLOGWELL | OCTOBER 22 2013

SOCIALLY DEVOTED TO YOU
Crystal King,
Social Media Manager

@crystallyn #BlogWell
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
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
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

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
Unhappy to Happy

@crystallyn #BlogWell
- 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
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
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
Crystal King
Social Media Manager
Green Mountain Coffee Roasters

•
•
•
•

crystal.king@gmcr.com
linkedin.com/in/crystalking
twitter.com/crystallyn
gplus.to/crystallyn

15
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

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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
  • 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
  • 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 • • • • crystal.king@gmcr.com 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