final version senior seminar

8/14/2019 Final Version Senior Seminar

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Coffee Groundz: Where Everyone Knows Your Name Aronica

Coffee Groundz: Where Everyone Knows Your Name

Janet N. Aronica

St. John Fisher College

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@coffeegroundz. (For the purposes of this paper, @coffeegroundz refers to the Twitter account,

whereas The Coffee Groundz refers to the physical place and the real-life company.) The user

posts updates (called tweets) and follows the tweets of others. In many cases, the others follow in

return, and therefore are able to see the tweets of the user.

From Jet Blue to Starbucks, from General Motors to American Apparel, hundreds of

businesses large and small are on Twitter. No matter what the brand, they are drawn to the website

by one common goal: to directly connect with consumers. Twitter is blogging. Blogging is about

conversations. The concise nature of the communication on Twitter conveniently lends itself to the

interactivity businesses are looking for in order to engage consumers in conversations about their

brands.

In the bookThe New Rules of Marketing and PR, author David Meerman Scott (2007)

describes three uses for blogs in marketing and public relations. Whether acting as a supplement to

an official, full-length company blog or as the exclusive blogging outlet for an organization, Twitter

sets the stage for a company to meet these uses. According to Meerman Scott (2007), the first use is

to monitor what people are saying about a company, the market it sells to, the products it sells, or

the organization as a whole. Companies can monitor the conversations on Twitter in a variety of

ways. One of the simplest is to use the website www.search.twitter.com, which can be used to

perform a live search of the Twitter traffic for any mentions of the company.

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http://www.search.twitter.com/http://www.search.twitter.com/


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An additional way companies can monitor their brands on Twitter is by subscribing to an

RSS feed of the search and follow it from Google reader or other subscription service. Additionally,

there are free desktop applications such as Tweetdeck that help Twitter users track the

conversations. It is a matter of personal preference, as well as space on ones hard drive.

Nonetheless, being aware of what consumers are saying about a brand empowers the company to

respond.

The second use, according to Meerman Scott (2007), is to participate in the conversations by

commenting on other peoples blogs, and the third use is to begin and shape the online

conversations with the public about the brand. Twitter provides a way for companies to do all of

these things through @replies, direct messages, and re-tweets.

@replies and direct messages are methods to directly communicate with another Twitter

user. An @reply is a public, direct response to another user. Sometimes @replies are used to ask or

answer questions, other times they are used to simply make comments about what someone else has

written. Comcast, a telecommunications company that offers cable, internet, and digital phone

service, operates under the Twitter handle @comcastcares and frequently uses @replies to answer

questions about customer service. The man behind the account is Frank Eliason, a customer service

representative for the company.

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Figure 1: Search results for an inquiry

of Jet Blue and the Twitter handle

@JetBlue.


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@replies are a way for

companies to comment on what

other people are saying about

the brand. In the case of @comcastcares, when Eliason becomes aware of a service problem or

issue that a Twitter user is tweeting about, he is able to intercept negative conversations about the

brand by offering to help. Using @replies, Eliason can respond within minutessometimes even

secondsof learning about a customers concern.

Direct messages (or DMs) are similar to @replies, but they are private and can only be sent

between mutual followers. In the case of @comcastcares, Frank may ask someone to DM his or

her phone number or email address information that someone may not want publicly posted on

Twitter. It is also a way for a company to communicate in a more intimate, one-on-one interaction

with a consumer.

Re-tweets are a way that companies can shape the conversations about their brands. Re-

tweets (or RTs) are when one Twitter user re-posts a tweet that another user wrote. By re-posting

another persons update, the company can reinforce information and share it with other Twitter

users who follow the company.

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Figure 2: Through @replies, Comcast

handles customer service questions on

Twitter.


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Figure 3: Honda uses re-tweets to share news about the company that was posted by another Twitter user.

There is no doubt that companies are connecting with consumers on Twitterbut what does

that mean? What does it mean to have 5,000 followers on Twitter? What does it mean to have a

customer tweet about how wonderful Jet Blue is? Marketing professionals need to justify the time

invested in using Twitter as a marketing tool. CEOs want to know how all this tweeting, twittering,

twits and twatter will result in revenue. The question of the return on investment (ROI) for social

media marketing is common. As blogger and social media expert Jason Falls (2008) wrote, the

struggle with measuring ROI in social media is that to do so is trying to place a numeric value on a

human conversation which is not quantifiable. Analytics can track how clicks on links from

Twitter translate into downloads or orders or sales. Yet, the question of the significance of a

company-consumer Twitter relationship remains.

The purpose of this research is to discover the effectiveness of Twitter as a marketing tool.

The research will focus on The Coffee Groundz, who operates under the Twitter handle

@coffeegroundz. @coffeegroundz is written by the coffee houses operations manager, J.R. Cohen.

Instead of focusing directly on sales, Cohen concentrates on personal interaction and creating an

online community of customers. To evaluate the effectiveness of the Twitter account, the researcher

will perform a qualitative case study and apply the Uses and Gratifications theory to the analysis.

The study will investigate how @coffeegroundz builds connections with customers through Twitter.

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Finally, if the @coffeegroundz-customer relationship is the cause, what is the effect? The research

will look at how an online relationship with customers translates into real-life revenue.

THEORY:

The Uses and Gratifications theory states that people engage with certain forms of media

because they have fundamental needs they want fulfilled. Researchers Katz, Gurevitch, and Hass

defined these needs by category: knowledge, affective needs, personal integrative needs, social

integrative needs, and escape (Rosenberry & Vicker, 2009, p. 128). The needs identified in the Uses

and Gratifications theory will guide the research. The investigation will consist of a case study

about @coffeegroundz, in-depth interviews with six real-life The Coffee Groundz customers who

follow @coffeegroundz on Twitter, as well as an in-depth interview with Cohen. The researcher

hopes to discover how the Twitter account fulfills the needs defined by the Uses and Gratification

Theory and furthermore, forecast how this generates brand loyalty and impacts business for the

coffee house.

The Uses and Gratifications theory is particularly appropriate for the nature of this study

because it stems from the idea of an active audience. In the early tradition of Aristotlean rhetorical

studies, theories of mass communication were characterized by a one-way direction of

communicationmessenger to receiver. In response to Bernard Berelsons 1959 essay The State of

Communication Research, Katz proposed that the field of mass communications research re-direct

its focus from a media-as-persuasion focus and instead question what people do with the media and

why (Rosenberry & Vicker, 2009, p. 123-124). Given the interactivity that typifies social media,

this is one especially fitting aspect of this theory for this study.

The researcher will pay special focus on the social integrative needs component of the Uses

and Gratifications theory. According to Rosenberry & Vicker (2009), social integrative needs relate

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to strengthening contacts with friends, family, and the world. The interviews will inquire about a

possible sense of community and brand loyalty that stems from the Twitter account.

LITERATURE REVIEW:

The Coffee Groundz began using regularly in November 2008. For this reason, there has

not been any scholarly research done on this specific account. However, academics have studied

the Uses and Gratifications theory, social media marketing and Twitter. This research can be

applied to the analysis of @coffeegroundz.

In the preface of a research study conducted in 2007 about social media and public relations,

Paul Gillin (senior fellow at the Society for New Communications Research) described how

marketers and public relations professionals are confronted with a stunning range of new

communications channels.

blogs, podcasts, online video and social networks are giving voice to the

opinions of millions of consumers. While mainstream media continues to

play a vital role in the dissemination of information, even these traditional

channels are increasingly being influenced by online conversations. The

new influencers are beginning to tear at the fabric of marketing as it has

existed for 100 years, giving rise to a new style of marketing that is

characterized by conversation and community (Carrabis, Cass, Gillin,

Nacht, Peverill-Conti, 2008, p. 11).

The study from the Society for New Communications Research included surveys of social media

power users, marketing professionals who are avid users of social media. The research also

included a case study component that evaluated the social media marketing practices of several

companies, including Quicken Loans and the American Red Cross.

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The results of the survey showed that fifty-one percent of respondents were officially

measuring the effects of the social media programs. Among the measurements they valued most

were the enhancement of relationships with key audiences and comments or posts that are relevant

to the organization and the product or service it represents (Carrabis et. al, 2008, p. 16). These

results support the idea that organizations value the conversations and connections with consumers

and the information exchanged about the brand.

Within the first eight months of existence, the number of Twitter users shot up to 94,000

(Finin, Java, Song & Tseng, 2007, p. 56). This information came from a study that used quantitative

data to evaluate the patterns of Twitter conversations, determine user intention, and ultimately

answer the question Why do we Twitter? The study revealed that about one-eighth of all Twitter

posts used @repliesdirect responses to another user. In addition to being evidence of an active

audience, this exemplifies the social integrative need met through Twitter. Like businesses,

consumers on Twitter value conversations and connections. Additionally, the study showed that

13% of all posts in the sample collection contained some type of URL (Finan et. al, 2007, p. 63).

Oftentimes the URLs linked to a news article or weather report, an example of how the website

meets the need for information.

Both studies support the idea that businesses and consumers use Twitter for similar uses and

gratifications. People want a conversation; brands want to talk to them. People want to learn

information; brands want to provide it.

Twitter is about interaction. Twitter levels out the conversation, making corporations

accessible and accountable to the public. Greg Galent fromPR Weekexplained, The human touch

is needed again in business to build trust with customers and shareholdersTwitter allows, if not

forces, businesses to act human again (Galant, 2009, p.1). In a 2007 survey of public relations

professionals about blogs and social media, one respondent articulated that social media has put

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the public back into public relations by providing a mechanism for organizations to engage in real-

time, one-to-one conversations with stakeholders. Additionally, they serve as a focus group of

thousands, allowing offline communications to be more relevant (Hinson & Wright, 2008, p. 19).

The two-way exchange of information is the nature of micro-blogging that fosters the company-

consumer dialogue, therefore meeting both the social integrative and information needs defined by

the Uses and Gratifications theory.

METHOD SECTION:

Research Questions:

Why do customers follow @coffeegroundz on Twitter and does the Uses and Gratifications

theory apply to their motivation?

What tactics does The Coffee Groundz use to market itself through Twitter?

How does the use of Twitter as a marketing tool impact business for The Coffee Groundz?

The researcher will apply the Uses and Gratifications theory to the case study to understand

why customers follow @coffeegroundz on Twitter. The context of the Uses and Gratifications

theory will provide a framework for understanding which needs are met through following

@coffeegroundztherefore revealing the underlying motivations of followers. The researcher will

use qualitative methods of study including in-depth email interviews with six real-life The Coffee

Groundz customers and Twitter followers, participant observation and content analysis.

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For the interviews, the qualification that the subjects be actual, real-life customers is

important in learning how this Twitter account impacts the business. @coffeegroundz has over

4,000 Twitter followers, and many of them are not actual customersjust Twitter enthusiasts who

choose to follow the highly-popular company. The interviews will focus specifically on people who

currently live in the Houston area and are actual customers of the business. The researcher will learn

about the type of interaction customers have with the company through Twitter. To better

understand the company-customer relationship, the interview will include questions about the type

of information they seek and receive through the Twitter account. Additionally, the researcher will

inquire about what tactics@replies, direct messages, re-tweetsthey use to participate in the

exchange of information with @coffeegroundz.

Another component of the research will be an in-depth email interview with J.R. Cohen, the

man behind the @coffeegroundz tweets. To get an equal perspective on both sides, many of the

questions in the interview will be the same or similar to the ones asked of the customers. However,

the interview with Cohen will also include questions regarding the impact Twitter has on the

business. The interview will investigate how Cohen considers the value and effectiveness of Twitter

as a marketing tool.

In addition to the interviews, there will be a participant observation and a content analysis of

@coffeegroundz. Using the website www.search.twitter.com, the researcher will gain access to

tweets that are related to @coffeegroundz. The content analysis will look at tweets written by

Cohen/@coffeegroundz, @replies directed to @coffeegroundz, as well as any tweet that mentions

@coffeegroundz. The tweets will provide evidence of the kind of information shared between users

about the company and show how the company interacts with said users. Because

www.search.twitter.com tracks the conversations 24 hours/7 days a week, the researcher has the

opportunity to complete a comprehensive observation of the conversations for a five-day period.

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FINDINGS/DISCUSSION:

The results of the research showed that @coffeegroundz meets several of the needs outlined

by Katz, Gurevitch, and Hass with notable impact on the social integrative and cognitive needs.

The results indicate that through Twitter, @coffeegroundz delivers relevant content that is

informative, entertaining and originalpositioning themselves in a unique and memorable way. In

addition, @coffeegroundz has also successfully created an online community of loyal followers. By

re-tweeting information about the company and using Twitter to organize social events at The

Coffee Groundz, the online community of Twitter followers translates into a group of loyal brand

ambassadors who drive the business because of the personal connection they feel to its success.

According to Rosenberry & Vicker (2009), Katz, Gurevitch, and Haas classified the needs

for information, knowledge, and understanding as cognitive needs. Interviewees expressed interest

in learning about upcoming events, new menu items, and special discounts at The Coffee Groundz.

Q. What kinds of things do you learn about through @coffeegroundzs tweets?

Their upcoming events. That's mostly what I'm interested in anyway (o:

Happy Hour specials, wine specials, special events and meetings.

Specials, fun stuff from JR, fun events going on at Coffee Groundz, new menu items.

Q. Why do you follow businesses on Twitter? Why did you decide to follow @coffeegroundz?

I usually only follow businesses and individuals that are involved in the music industry. But

@coffeegroundz I found on the feed of another friend, and started following them because they seemed to

have a lot going on, tweet about interesting things, and also be supporters of all things creative in

Houston.

To keep up with what they are doing. J.R., the manager of @coffeegroundz does an amazing job of using

Twitter to announce specials and happy hours

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In addition to the interview responses, a content analysis of the @coffeegroundz Twitter traffic

provides additional evidence that @coffeegroundz fulfills this need for information about specials

and upcoming events.

Figure 3: Tweets about special offers at The Coffee Groundz.

Another need fulfilled by the media are needs relating to strengthening aesthetic,

pleasurable, or emotional experience: affective needs (Rosenberry & Vicker, 2009, p. 125).

@coffeegroundz fulfills this need by providing the convenience of ordering through direct messages

or DMs. The content analysis revealed several times that many customers go to Coffee Groundz

to work on business and school projects. So that customers do not have to leave their computers and

lose concentration to place an order, @coffeegroundz takes orders directly from Twitter and delivers

them to the person at his or her seat.

Figure 4: Examples of customers doing work at Coffee Groundz.

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Although only one of the three interviewees said that he uses direct message to place orders,

this aspect of the @coffeegroundz marketing strategy is a unique method that has gained much

notoriety. It strengthens the individuality of the Coffee Groundz brand and cultivates a sense of

personalization.

Several interviewees applauded the accessibility of @coffeegroundz. One way Cohen is

able to achieve accessibility is through humor and entertainment. According to Rosenberry &

Vicker (2009), one need that the media fulfills is the need for escape and tension release or

entertainment. Cohens charismatic personality, down-to-earth style and appreciation for arts and

music advance the entertainment factor to his tweets.

Figure 5: Examples of @coffeegroundz providing entertainment through music.

According to Rosenberry & Vicker (2009), the media meets social integrative needs by

making people feel connected to each other. Positive responses in the interviews and the tweets

observed in the content analysis support the idea that @coffeegroundz is remarkably successful at

meeting this need. People who follow @coffeegroundz take pride in the fact that they are

supporting a business they believe in. The researcher feels it is worthwhile to note that never once

in the interviews did anyone mention the coffee, food, or wine list when describing why they liked

The Coffee Groundz. This does not necessarily mean that they do not like the coffee, food or wine

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but they could get it elsewhere. The community built around this coffee house appears to be the

motivating factor that makes them return.

Q. Describe how the Twitter account helps you connect with other Coffee Groundz customers.

Coffee Groundz is kind of like Cheers where everybody knows your name and Twitter handle. We keep

track of each other to some extent through Twitter.

Ive met other customers at open coffee and through the Coffee Groundz softball team (which I learned

about through Twitter). Ive connected with some great people through these avenues. Through Twitter,

Coffee Groundz has created a communitynot just a group of unconnected customers.

Q. Describe how the Twitter account helps you connect with Coffee Groundz as a company.

Coffee Groundz is more like friends and family rather than a company.

I feel invested in the companys success, I know and like the manager, Im excited about what theyre

doing there and the community theyre creating.

Q. Why do you follow businesses on Twitter? Why did you decide to follow @coffeegroundz?

He (Cohen) promotes his customers and their interests and businesses. He supports local charities, artists, and bands

on Twitter. He has been very innovative in using Twitter to serve his customers anywhere from being able to Tweet an

pick order to having him open a bottle of wine to breath so that it is ready to drink when you arrive.

Q. What other businesses do you follow on Twitter? How is their activity different, similar,

not as good, or better as compared to what @coffeegroundz does?

Zappos, JetBlue, Comcast, Dell (they have many different people on twitter), WholeFoods, Jason's Deli,

local bars and restaurants. Each business uses twitter in different ways. There is no right or wrong when

you use twitter, as long as you dont spam and remember that Social Media is combined of 2 words, and

the first word is SOCIAL!!

I followpeople on Twitter. I follow @coffeegroundz because I know its J. R. Cohen, and I enjoy what he

has to say and I believe in his business.

The connectedness of The Coffee Groundz with its customers is the cornerstone of the

Twitter marketing success. By building brand loyalty, the business has created a groundswell of a

customers/Twitter followersan organically constructed word-of-mouth marketing program. In the

interview with J.R. Cohen, he emphasized the importance of the online community becoming an

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offline community, saying Our online community is just as tangible as the customers walking

through the door (Cohen).

(For Cohen) Q. How does Coffee Groundz measure the ROI for its Twitter efforts?

I measure it when I meet someone from online, at The Coffee Groundz and engage in a conversation.

What people need to remember is it's "Social Media - going from online to in person. I.E. Tweet Ups.

Tweet Ups are real-life social gatherings that are organized and promoted through Twitter.

They typically include a mix of people who know each other from Twitter and from real-life. For

The Coffee Groundz, Tweet Ups are the number one way that using Twitter as a marketing tool is

directly impacting business. Additionally, it is an example of how the Twitter account takes the

cognitive need for information and combines it with the social integrative need for connectedness to

society.

The community built through @coffeegroundz encourages people to plan Tweet Ups that

take place at the coffee shop. The first figure is an example of a woman who is organizing a Tweet

Up at The Coffee Groundz. The following screenshot is an example of another @coffeegroundz fan

who is re-tweeting the original post.

Figure 6: A customer plans an upcoming event at The Coffee Groundz.

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Figure 7: Another @coffeegroundz follower re-tweets a post about an upcoming event at The Coffee Groundz

This exchange of information shows a number of things. First, it shows how the Twitter

presence of @coffeegroundz not only meets the cognitive need to receive information, but also the

need to share it. Concurrently, the information is passed on and exchanged through re-tweets

serving the social integrative desire for connectedness in a Tweet Up. Moreover, this action puts

meaning behind the phrase brand ambassador. Because the customers/Twitter followers are loyal

to the company, they are doing the marketing for The Coffee Groundz by planning an event that will

create sales and revenue for the business.

Cohen explains that the impact of Tweet Ups has been great, not just for us, but for our

followers. When we do a Tweet Up, we make it all Twitter relatedfrom DJ's to bands, artists to

local breweries. That's the key for us, giving back to our followers (Cohen). According to Cohen,

the last Tweet Up at The Coffee Groundz attracted more than 200 people, and they are predicting

400 to show up for one planned later in May.

CONCLUSION:

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When it comes to return on investment, it is important to have a clear understanding of

exactly what return the business is looking for. For The Coffee Groundz, the purpose of using

Twitter as a marketing tool is to create an online community of customers. The results of the study

show that Twitter is an effective marketing tool and that the business is successful at fulfilling that

goal. Furthermore, the online community promotes the business virally, producing a level of

increased sales and visibility for the company. Additional research could quantitatively investigate

how many customers come to the business because of Twitter, and therefore evaluate exactly what

level of sales can be attributed to @coffeegroundz. Until then, @coffeegroundz serves as an

example of how transparency and relatibility are valued in Twitter marketing. The platform levels

out the conversation and eliminates the wall between the customer and the company. With only 140

characters, there is no room for corporate jargon, spammy advertising, or pretensionjust sincere

connection and relevant information. Using the latter, The Coffee Groundz has spearheaded a wave

of loyal customers who @reply, re-tweet, Tweet Up, and evangelize what The Coffee Groundz has

to offer.

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Appendix A: In-Depth Interview Questions, Customers/Twitter Followers

Age?

Occupation?

How long have you been on Twitter?

Why are you on Twitter?

How many followers do you have?

Does your number of followers matter to you? Why?

How many people do you follow?

About how many updates per day?

How long have you been a Coffee Groundz customer?

How many days in the past month have you been to Coffee Groundz? Would you consider yourself

a regular?

Why do you follow businesses on Twitter? Why did you decide to follow @coffeegroundz?

Does @coffeegroundz follow you back?

How long ago did you start following @coffeegroundz on Twitter?

What other businesses do you follow on Twitter? How is their activity different, similar, not as

good, or better as compared to what @coffeegroundz does?

Do you follow any other coffee businesses, such as @dunkindonuts or @starbucks on Twitter? How

is their activity different, similar, not as good, or better as compared to what @coffeegroundz does?

What kinds of things do you learn about through @coffeegroundzs tweets?

Do you communicate directly with @coffeegroundz? If so

-What information do you communicate via @replies?

-What information do you communicate via Direct Message or DM?

-Have you used DM for food orders before?

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-What information do you communicate via Retweet or RT?

Describe your relationship with J.R. Cohen the Operations Manager behind the account. Do you

feel like you know him? Have you met him in person?

Which Tweetups have you attended at Coffee Groundz? How do you learn about Tweetups? If not,

what kinds of Tweetups would you consider attending at Coffee Groundz?

Describe how the Twitter account helps you connect with other Coffee Groundz customers.

Describe how the Twitter account helps you connect with Coffee Groundz as a company.

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Appendix B: In-Depth Interview Questions, J.R. Cohen

Age?

Occupation?

How many followers do you have?

Does your number of followers matter to you? Why?

How many people do you follow?

About how many updates per day?

When did you start the @coffeegroundz Twitter account?

What was your initial purpose in starting the account? Is your purpose to inform? Entertain?

What other businesses do you follow on Twitter? How is their activity different, similar, not asgood, or better as compared to what @coffeegroundz does?

Do you follow any other coffee businesses, such as @dunkindonuts or @starbucks on Twitter? How

is their activity different, similar, not as good, or better as compared to what @coffeegroundz does?

Did you model your Twitter marketing plan after another company? What company, if any,

influenced your strategy?

Is it just you that runs the Twitter account or is it a couple of people?

So you take orders via DM. What impact has this had on your business?

You host Tweetups. What impact has this had on your business?

How does Twitter help you build a relationship with your clientele?

If I told you that I didn't think there was any ROI in Twitter, what would you say to me to prove me

wrong?

How does Coffee Groundz measure the ROI for its Twitter efforts?

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Reference List

Carrabis, J., Cass, J., Gillin, P., Nacht, R., Peverill-Conti, P. (2008). Society of NewCommunications Research. New Media, New Influencers, and Implications for Public Relations.

http://sncr.org/wp-content/uploads/2008/08/new-influencers-study.pdf.

Cohen, J.R. Email Interview. April 10 2009.

Falls, Jason. (Oct 25 2009). What is the ROI for Social Media? Retrieved Feb 11 2009 fromhttp://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/.

Finin, T., Java, A., Song, X., Tseng, B. (2007). Proceedings of the Joint 9th WEBKDD and 1st

SNA-KDD Workshop 2007. Why We Twitter: Understanding Microblogging Usage andCommunities.http://ebiquity.umbc.edu/_file_directory_/papers/369.pdf

Galant, Greg. (Apr 13 2009). How Twitter Saved Public Relations from PR. Retrieved Apr 14 2009from http://www.prweekus.com/How-Twitter-saved-public-relations-from-PR/article/130530/.

Meerman Scott, David. (2007). The New Rules of Marketing and PR. New Jersey: John Wiley andSons.

Hinson, M., Wright, D. (2008). Examining the Increasing Impact of Social Media on PublicRelations. The Institute for Public Relations, 1-19.

ONeill, Nick. (Apr 7 2009). Twitter Soars Past 14 Million U.S. Users. Retrieved Apr 8 2009 from

http://www.socialtimes.com/2009/04/twitter-14-million/

Rosenberry, J., Vicker, L. (2009). Applied Mass Communication Theory. 1-288.

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