Like all restaurants and eateries, indie coffee shop The Find has closed its dine in services at the start of the second lockdown on November 5. But thanks to some smashing social not only is it perking customers up with its takeaway treats, but it's got them looking ahead to Christmas as usual. We love this positive spirit and resilience. Here we show ten things The Find does really well on social so you can replicate the techniques.
Step 1: What was the business goal?
The Find still want customers to pay them a visit and treat themselves to coffee and a cake. While they can't serve customers inside the premises, doors are still open for takeout and delivery. The Find’s goal for social, is that customers know that and are inspired to stop by or order.
Step 2: Telling The Find’s story
The Find keeps up its social activity everyday across both Facebook and Instagram. Messaging is always timely and relevant and it has prepped its creative ready for the second lockdown. All messaging is relevant to lockdown part 2. The Coffee Shop’s messaging covers all the ways customers can expect to be served, and even includes a well designed Lockdown Love logo on its creative. Meanwhile staff members feature in the content to add a personal touch.
When sharing mouthwatering food imagery, the image is everything if you want to awaken all the senses, and induce hunger pangs. There’s no harm sharing the same messages to all your platforms. The Find share the same posts to Facebook and Instagram. But different social media platforms suggest different sizes to optimise the images so they look best. A free tool like Canva can help you get all your images in the right size.
Step 3: What does The Find want its audience to do
Through lockdown The Find still needs its customers to visit them and buy. So it is taking customer orders for takeout or delivery online. Shopify, Woo and Wix are all cost effective and simple ecommerce solutions to get you and your product catalogue online. But The Find is using an integration with Good Eats to host its menu and take payment.
Step 4: How does The Find engage with customers?
The Find loads up its Instagram and Facebook posts with shop local and support local hashtags and place hashtags. But it also needs to engage in the conversation about place. By doing so, anyone who see’s The Finds comments or engagements on other posts will be able to check out The Find on social media for themselves, creating a bigger reach and awareness for the business. If you’re using Facebook and Instagram ads, any new visitors to your profiles, or any engagement gets stored by Facebook. This means that although you won’t be able to identify who they are, Facebook will pop them in an audience bucket that you can target with ads.
Step 5: Who does The Find need to engage?
As a local coffee shop, The Find will need to engage with local people either out for their daily exercise and stopping in for a winter warming hot drink, or local people they can deliver to. By using local hashtags on their content, they can become discoverable to any local audience searching for content tagged up with local place tags.
Step 6: Where do The Find need to engage and how do they do it successfully?
The Find knows where its customers are - Facebook and instagram. They are not active on Twitter. And that’s ok. Focus your efforts on the social media platforms customers are most likely to engage with you. And when it comes to food, Instagram’s a must have.
The Maybe* see what works report showing the content created by The Find and the engagement with it
The Find saw a huge peak in engagement over the first weekend of the lockdown on 7 and 8 November on Instagram with its tasty treats and festive mince pies.
The Find makes sure its social handles are included on its website, and on its physical assets such as sandwich boards and menus. Over lockdown the coffee shop is using identifiable branded creative such as takeout icons or delivery icons in the same colour palette; and a slogan ‘honk if you’re hungry’ across all its marketing. Tying your campaigns together with creative and messaging, makes your content aligned. Whether it's paid or organic, join your campaigns up so customers begin to recognise you.
Step 7: Who or what else are your customers distracted by and interested in?
If you’re wondering who your competitors are up to, use the Maybe* Insight builder. It will show you exactly what the competitors you are monitoring are up to, and what's working for them. You can also add other local businesses or businesses you think you might share customers with to learn from them.
If you want to see if other businesses like yours are advertising and who to, sneak a peek. Facebook makes ads transparency publicly available to ensure the users know why they are being targeted. You can check whether other businesses in your town or place, or your competitors have switched on advertising by following the video tip.
Step 8: Mastering advertising
If an indie coffee shop like The Find wanted to advertise on Facebook or Instagram this is how they might do it. If you’ve got a Facebook page, you can have a free Facebook ads account which allows you to advertise on both Facebook and Instagram. Maybe* makes using the Facebook Ads manager super simple.
Businesses like The Find can use ads to target their online delivery or takeaway options to the local community throughout lockdown and beyond.
You can create three different types of audience within the Facebook Ads manager. Let’s break them down.
Saved - this is where you can add behavioural and interest targeting, gender, demographic. So if The Find wanted to advertise to women between 25-45 in Cheltenham who like coffee brands, they can do that.
Custom- A custom audience allows you to take your Facebook page and Instagram page and build an audience based on who and how it's been engaged with over a period of time. You can also upload your customer email addresses here, and display ads to anyone you’ve also got on your email list. providing of course the email you have for them is the same they log in to Facebook with.
Lookalike - let’s say The Find have created a custom audience from their Facebook page engagement. A lookalike is where you take a custom audience (and you can only do it on custom audiences) and tell Facebook to find you the top 1% of people in Cheltenham (where The Find is located) and who match the existing custom audience. Facebook will then find all the people in your custom audience, and then look for more people it thinks might be similar based solely on their Facebook activity.
Step 9: Measuring success
If you want to know whether the engagement you are getting is good, bad or somewhere in between then the Maybe* Insight Summary has you covered. The Find can add competitors and other local businesses to its Maybe* profile, and benchmark its engagement against them.
Step 10: Is the campaign delivering on the original objective
Measuring social media KPIs such as sentiment and engagement with its content, helps The Find and other businesses know whether social media is working for them.
All this insight is available in the Your report feature within Maybe*, meanwhile tracking your best post will show you what content is working the best to engage your audience for you so you can continually improve.
The Find’s best social media post
The Find is staying connected and on message to its customers through lockdown. While the way they are serving them may be different, its communication is still on brand, recognisable and engaging. Maybe* is here to help businesses stay connected to customers via its social media engagement tool. By providing social media and advertising insight tools, we can help your business grow.