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                                                                                                                      From the newest features in

                                                                                                                      social media to
                                                                                                                      old-fashioned email lists...












                                                                                                                      Social Media’s Mark on Coffee

                                                                                                                          A company’s online presence is often the first impres-
                                                                                                                      sion a potential customer has, so it is essential to make it a
                                                                                                                      great one. Putting your business online is more important
                                                                                                                      than ever. 8BIT asks, “If the customers are there, then what
                                                                                                                      reason is there for us not to be there?”
                                                                                                                           Turning a casual cafe goer into a true fan is one of the
                                                                                                                      best ways to get the word out about your brand. 8BIT explains
                                                                                                                      that the top asset for any coffee company is their consumer
                                                                                                                      trust, adding that “usually, the downfall of a brand does not
                                                                                                                      come from fading away, but from trust bankruptcy.”
                                                                                                                           When it comes to trust, Stell from Portland Coffee
                                                                                                                      Roasters knows that “people’s expectation and standard for
                                                                                                                      coffee is very high ... not only for the quality and taste of the
                                                                                                                      final cup of coffee but also true with how the brand contrib-
                                                                                                                      utes to our communities and runs its operations in a socially
                                                                                                                      responsible and environmentally conscious manner.”
                                                                                                                           A roaster has to cut through the digital noise to effec-
                                                                                                                      tively communicate their values and show coffee enthusiasts
                                                                                                                      what their cafe stands for. If you can’t share your coffee’s
                                                                                                                      story in person, then it’s time to get online.
                                                                                                                           Although businesses have never been more connected,
                                                                                                                      online media can often feel cold, invasive, or impersonal. A   ible line between the coffee aficionados and the casual
                                                                                                                      livestream is different. There’s no time for effects or editing,   drinker can quickly dissolve, making everyone an integral
                                                                                                                      so it feels more real than what users are accustomed to. It is   part of your cafe’s world. Embracing livestreaming will wel-
                                                                                                                      a way to involve your customers in the conversation so they   come customers to your coffee more deeply than conven-
                                                                                                                      build trust in the people and the products behind your coffee.   tional advertising and keep your brand fresh in their mind
                                                                                                                           Through social media, a cafe can show the bean-roast-  when doors open again across the country.
                                                                                                                      ing process in detail, explaining it each step of the way. They    Artisan roasters and cafe owners around the world are
                                                                                                                      can educate consumers on what makes their quality coffee   using technology, from the newest features in social media
                                                                                                                      so special, from the differences between Arabica and Robus-  to old-fashioned email lists, to remind coffee lovers that their
                                                                                                                      ta beans to giving tutorials on how to make the best pour-  community is still here. In these uncertain times, you can
                                                                                                                      overs at home. Viewers can reply in real time, documenting   still enjoy a cup of your favorite locally roasted coffee while
                                                                                                                      their attempts or asking questions along the way. The invis-  chatting to the friendly barista, even if it’s from across town.



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