Facebook strategy for Scooter’s Coffee
Dawna Mason
The account: Scooter’s Coffee’s presence on Facebook
Scooter’s Coffee’s presence on Facebook
https://www.facebook.com/ScootersCoffee
Scooter’s Coffee’s Facebook page currently has 400k followers and 356k likes. The brand posts an average of once per day.
Current content
Scooter’s Coffee typically posts content that features the brand’s products or specials. Many posts are about new, seasonal, or limited-time products. They also post fun posts about giveaways or trivia to promote engagement. Most posts are photos, with a few videos mixed in occasionally.
SWOT
Strengths
1) Friendly customer service – they are committed to serving high-quality drinks quickly with a big smile. Their signature “scoot on around” saying brings smiles to customers’ faces.
2) Smiles rewards program – offering 3 “smiles” per $1 spent helps customers quickly rack up free drink rewards.
Weaknesses
1) Franchise–based – this can be a weakness for growth and quality. They can only grow as quickly as people are willing to buy into the franchise. Also, being franchise-based, they do not maintain as much control over quality and service.
2) Relatively small menu – while they do add new items and offer limited-time/seasonal products, their menu is relatively small compared to their competitors.
Opportunities
1) Growth/regional expansion – there is a lot of room for future expansion into other states/regions and foreign countries.
2) Menu expansion – By doing the limited-time products, they have found several hugely successful flavors, allowing them to expand the menu and offer those flavors full-time/permanently.
Threats
1) Tough competition – they have a lot of competitors (Starbucks, Dunkin’, Dutch Bros just to name a few).
2) Economic downturns – many people see premium coffee drinks as a luxury, so when there are economic downturns, people often cut their spending on these types of drinks.
Competitors
Starbucks
https://www.facebook.com/Starbucks
The Starbucks Facebook page currently has 34M followers and 36M likes. They post on average once per day. Most of their content is reels or videos, with photos posted occasionally. Their content is a mix of products, barista videos, and user-generated content.
Dutch Bros Coffee
https://www.facebook.com/DutchBros
The Dutch Bros Coffee Facebook page currently has 1.1M followers and 1M likes. They post on average once per day. Most of their content is product photos.
The audience: Scooter’s Coffee’s current and target Facebook audiences
Current audience
Scooter’s Coffee now targets a broad audience of coffee lovers, especially those who value quality and convenience. The audience includes busy professionals, parents, and college-age young adults. The current audience differs slightly from who the audience should be as it is too broad. Picking a more specific audience would help the brand tailor its content better and stand out from competitors.
Target Audience Segment
The target segment should be young professionals, primarily females, between the ages of 20 and 40 years old. They live in metro areas where Scooter’s is located. This segment values convenience without compromising quality. They are involved in their local communities and like to support locally owned-businesses. They volunteer in and give back to their communities.
Persona – Emily Parsons
● Age: 30
● Gender: Female
● Income: $75,000/year
● Location: lives in Owasso, OK, and commutes into Tulsa, OK for work
● Job: project manager for a marketing firm
● Family: married with no kids
● Education: Bachelor’s degree in marketing and communications
● Goals: Convenience: With her busy schedule, Emily values quick service and easy-to-order options.
● Affinities/Interests: Emily enjoys staying active and living a healthy lifestyle. She volunteers on the weekends at a local animal shelter. She also participates in fundraisers and gives back to her local community whenever she can.
● Brand Goals: Highlight Local Involvement: Feature content about local events, community initiatives, or partnerships with local fitness centers. Emily appreciates a brand that is actively involved in her local community.
The goals: Scooter’s Coffee’s Facebook goals
Goals
SWOT Connection:
Emily values quick, friendly service, one of the brand’s strengths. She also values locally owned companies, which overcomes one of the weaknesses.
SMART Goal #1
Increase the number of Facebook followers by 20% in the next 6 months.
Funnel Stage = Engagement
Business Objective:
Increase Facebook followers and engagement.
KPI = compare # of followers at the start to # of followers at the end of 6 months.
SMART Goal #2
Post at least 5 pieces of engaging content per week to increase engagement on posts by 10% in the next 6 months.
Funnel Stage = Engagement
KPI = impressions, engagement, and engagement rate
The plan: Strategies and tactics for achieving Scooter’s Coffee’s Facebook goals
Scooter’s Coffee’s content
The brand should increase its use of video content. Currently, it primarily posts photos. Using video content will help reach a broader audience through Facebook’s algorithms.
The brand should also post content about its many community outreach programs and how to give back.
Finally, they should also continue to post content about new or limited-time products as well as special offers and giveaways.
Scooter’s Coffee’s content (cont.)
The brand should continue to post an average of once per day. On occasion, more than one post per day may be effective in increasing engagement. Using relevant hashtags would improve reach.
Content Scooter’s Coffee should share
Scooter’s often shares content that was shared with them from their customers or followers. They should continue to do this, but they should also create content asking users to share user-generated content on the posts, which would increase engagement. If the content was also coupled with a community outreach program, such as asking for users to share their favorite way to give back to their community, this would not only increase post engagement but also resonate well with our target audience.
User-generated content examples
Conversations Scooter’s Coffee should join
Scooter’s should join in on conversations in community groups that are local to their drive-thru locations. By engaging in the community groups, they will build awareness that they are community-focused and like to give back. They will also generate new followers who are also community-focused (which is part of our target segment).
Using hashtags like #givingtuesday (currently seen 146,392 per Ritetag.com as of 10/4/2024), #community (currently seen 51,484 times), or #charity (seen 59,092 times) will spread the reach and engage new users.
Screenshot
RiteTag.com
Audience engagement & development
Scooter’s currently does a decent job of engaging with followers by commenting on user comments. However, they could be more consistent about commenting and engaging. There are some posts that they comment on frequently and others that are not commented on at all, missing key engagement opportunities. The brand should focus on engaging with followers by commenting on posts at least 23 times per day to build reciprocal relationships with followers.
Conclusion
Scooter’s Coffee should continue to post consistently; however, they should add more video content and use hashtags. They also should focus on being more engaged on their content as well as within community groups. This will help generate more impressions, engagement, and followers by showing that the brand is also a part of the local community and focused on giving back to the community.