Marketing Happy Hour Utilizing Consumer Sentiment to Inform Social Media Strategy | Taylor Porter of Dutch Bros Coffee
This week, Erica and Cassie get to know Taylor Porter, Social Media Strategist at Dutch Bros Coffee. In this episode, Taylor lifts the curtain on social media strategy for Dutch Bros, revealing the KPIs her team looks for to gauge successful social campaigns, the importance of consumer sentiment, and how the team approaches expansion into new markets.
Here's a peek at what we cover in this episode:
[00:04:16] - Taylor shares a look at her career journey to date, from attending the Fashion Institute of Design & Merchandising (FIDM) in LA, working as a "Bro"-ista (get it...Dutch "Bros") at her local shop, transitioning to the corporate side of Dutch Bros Coffee as a Social Media Specialist and eventually getting promoted to her current role of Social Media Strategist. She also shares how her start in fashion helped her gain valuable skills to carry with her into future creative endeavors in social media, and gives us a peek into some of the exciting Dutch Bros projects she and her team have worked on; highlighting their giveback programs, limited merch drops, and fun drink launches.
[00:12:08] - Taylor lifts the curtain on social media strategy for Dutch Bros Coffee, sharing what content they've seen work recently on each platform. She also gives her advice around testing posts on social and why content calendars are especially important to create.
[00:17:04] - Taylor explains some of the KPIs that her team looks for to ensure successful social campaigns, including reach and engagement rates, consumer sentiment, and YOY (year-over-year) comparisons. She also shares how Facebook groups have been especially valuable in connecting Dutch Bros with their customers and gathering feedback. Then, we take a look at how the Dutch Bros Coffee team approaches expansion into new markets (like Tampa - coming soon!!), and the other projects they're gearing up to launch this spooky season!
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Taylor's episode:
Audience Insights 101: Sliding in the DMs | Sara Arbelaez of Heelys
Top Social Media Tips by Platform | Bri Reynolds of Lyft
Building an Engaging Brand on Social Media | Jack Appleby of Future Social
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