BlogWell Boston Social Media Case Study: Green Mountain Coffee Roasters, presented by Crystal King

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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.

Business Divertissement et humour

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Case Studies

BlogWell
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June 20, 2011

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This presentation is from

BlogWell
Boston
October 22, 2013
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Crystal King
Socially Devoted To You

BLOGWELL | OCTOBER 22 2013

SOCIALLY DEVOTED TO YOU
Crystal King,
Social Media Manager

@crystallyn #BlogWell

A Powerful Portfolio of Brands

@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

Saving Money & Cutting Costs
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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

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170 escalations to customer
service (2.45%)

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-Mashable.com/2012/04/24/call-center-death-exaggerated/

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Estimated cost savings of
$124,866 (avg call to customer service
is between 15-18 min) or $499,464 a
year.

@crystallyn #BlogWell

Crystal King
Social Media Manager
Green Mountain Coffee Roasters

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

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June 20, 2011

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