Smaller companies can rule social media

You don't have to be a big company to be big in social media. Sure, large companies like Ford and GM have directors of social media on staff, but smaller companies who commit to it can make a big impact, too. In fact, they just may be able to do it better. Such is the case with Biggby Coffee, a coffee chain of around 150 shops based out of East Lansing, Michigan. Their whole vibe is an anti-Starbucks, fun and friendly vibe. And they're big into creating engagement with both their customers and their employees.

I'd seen Biggby Coffee shops going up around town here and decided to check them out online. Right away, they engage you when you land on the homepage. You can customize it with your own name and your choice of 5 backgrounds. There's also a trivia game you can play. But, the real engagement occurs when you enter the B Happy Lounge. Near the top of the page, their logo keeps opening and shutting with CEO Biggby Bob popping his head out and inviting you into the lounge. Once there, you have a number of things to do and links to all their social networks: Facebook, Twitter, Biggby Bob's Blog, a YouTube channel, Flickr and LinkedIn.

The first place I went was an area in the lounge that invites customers to upload a picture to enter into Biggby's "Let's Travel The World Together" photo contest. All you have to do is take a picture of anything anywhere as long as it has a Biggby cup in the shot. There are monthly and yearly winners, It's perfect to engage the rabid fan who's going to enter, but also to engage the casual fan who just enjoys viewing the photos - each a consumer generated subtle ad for Biggby.

The CEO, Biggby Bob writes the ongoing commentary for the Twitter account and uses it very effectively. It's the right mix of personal, business and fun tweets. He keeps up a pretty steady stream and was pretty quick to reply when I sent him a tweet - something you'd never get from a big company CEO. Plus, they do a good job of combining customer engagement with promotion. On different days, they do a Spot Bob promotion, where Biggby Bob sends out tweets that he will be at a certain store during a set time frame. If you spot him and come up and talk to him, he'll buy your drink. I think that's a brilliant use of social media. It drives customers to your store for a free trial and a chance to chat with a CEO. But it's done in a non-selling way, one that is acceptable in a social media setting. Plus, the company gets ongoing, instant feedback from its customers during these chats.

Their YouTube channel is a way to connect with both the customer base and the employees. Much of the videos there are interviews Biggby Bob did with his hand held camera in different stores with the winners of their barista competition. Fans can nominate their favorite barista for the honor on Biggby's Facebook fan page and see their winning barista talk on the YouTube channel. And when you become a fan on Facebook, a day or so later you get a friend invitation from Biggby Bob, generating yet another connection to me, the customer. Bob often records random videos of stuff on his travels from store to store and posts them on the Facebook sites.

With all this and many other things they're doing, Biggby shows that by being committed to it, you can create a strong, multi-channel social media campaign that connects and engages your fans in so many ways, no matter what your size. And they carry that vibe into the store experience, too. My visits so far have found the same commitment to engaging their customers on the employee level, in person, as they do on a corporate level online. They brew a pretty darn good cup of coffee, too.

Mike McClure, executive creative director in need of a coffee fix

Comments

[Russ Tate]

Excellent example of social media done right Mike. If you have read my latest post on freshfuelblog.com, you'll know what I mean when I say that, unlike many others, it is obvious that Biggby is a company that has a well thought out strategy for SM, and a commitment to making it work for them online and off.I salute them (and you, of course)!

[The lady who got stuck in the elevator when she was pregnant.]

I love me some Biggby. Great blog, Mike! Couldn't agree more!

[Joan Abraham]

Terrific description of a fun engaging brand that understands how to stay in touch and make people feel good at essentially the cost of good will.

[David Benjamin]

Great article and I am one that agrees Biggby is doing great things in the community. It shows that doing things right, using social media platforms can assist in spreading the message.

Awesome job!

[Sanford Green]

The anti-Starbucks comment is spot on, Mike. The whole idea is to be fun and connected while offering a superior product. Too much of the Starbucks zeitgeist is coastal forced trendiness served with a large dollop of social commentary that leaves you depressed, as tho' we need any help with that these days. It's a cup of coffee and an uplifting experience that people need in 2009.

[Mike McClure]

Thanks Sanford, I couldn't agree more. Plus, the coffee is better.

And you're right, David, they are everywhere in the community. I got something in the mail this week from the charity Lighthouse of Oakland County, and inside was an incentive to give from Biggby. If I agreed to donate $5 a month, Biggby would give me a free coffee or latte. Another person in the office participated in a stair climb for charity at the Ren Cen last weekend and said Biggby was there, too! All part of being connected to the neighborhood