Over 70% of adults use some form of social media and good news for you, cafes and coffee shops have great success when it comes to generating customers using social media. Drinking coffee is a social activity after all!
People love to meet friends and family over coffee, bring each other coffee and more often than not build in buying coffee into their daily routines.
Sharing this coffee-drinking experience is therefore a natural fit for platforms such as Facebook and Twitter.
As the world’s leading coffee retailer, it’s unsurprising that Starbucks has got a social media strategy which matches its global success. With over 10.4 million twitter followers, 6.4 million Instagram followers and 36 million Facebook likes, there’s no denying Starbucks has nailed its social media.
Interestingly, the social media team at Starbucks doesn’t post Facebook posts up that often but when they do, they are always eye catching, clever and strike the right balance between fun competitions, useful tips and subtle sales messages.
The Starbucks team uses Twitter as a service to reach out to customers talking about their in-store experiences and encourages dissatisfied customer to get in touch using a Twitter-specific email address. This can easily be mirrored and could be a smart way for you to deal with any customer questions or complaints before they get to a stage where they might get out of hand.
Consistent branding is key
All your social channels should have the same look, feel and tone to keep the branding consistent and recognisable.
Take a look at the healthy eating cafe and restaurant chain Filmore and Union’s Facebook, Twitter and Instagram pages. You can see that the content and images on all of their social media platforms are consistent to their mission of helping their customers enjoy a healthier and happier lifestyle full of nutritious food.
Make sure your tone reflects your business culture
Allpress Espresso UK and Small Batch Coffee use their Twitter pages to engage with their customers. You can tell from their interaction with customers online that their tone is as familiar and conversational as it would be with face-to-face customers.
As you can see, both these coffee businesses monitor their sites regularly and always listen and respond to any feedback given. This is key for building a positive reputation and customer loyalty. Don’t make the mistake of simply advertising to your customers, have conversations with them and build relationships.
Run competitions and offer deals
Social media platforms are perfect for running competitions and offering exclusive deals to your followers. This activity will help you generate word-of-mouth advertising which is arguably still the most powerful form of social media marketing. Family owned cafe group Boston Tea Party are a great example of using this free form of advertising to their advantage on their Twitter site.
Create a clear strong profile
Create a profile for your business on your chosen platforms. Include a brief introduction with details about who you are, where you are and what products your cafe or coffee shop offers. Make sure you also include a link to your website for customers to find out more about who you are.
Bold Street Cafe in Liverpool does this well in their Twitter bio. They are clear and succinct in who and where they are, the services they provide and provide links to their other relevant social sites.
It’s important to update and monitor your messages regularly. This shows your customers and audience that you are engaged and want to build relationships with them.
Costa coffee update their Twitter posts nearly every day and use relevant and popular subjects matters to sustain this engagement.
Set yourself some social media objectives
Set some social media objectives such as the amount of followers to wish to achieve or the amount of like or retweets you want to gain over a certain time period and measure your progress against these objectives.
Both Twitter and Facebook have analytical tools that can inform you how you’re doing and allow you to monitor whether your approach needs adapting or changing.