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.

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

7. “BREW THE LOVE”

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
•
•
•
•
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