In this blog, we are going to have a look at Jot Coffee's social media strategy and how they generated excitement for its launch on Instagram and how they managed to create a community from day one.In April 2020 Jot Coffee launched DTC (direct to consumer) delivering a delicious experience, both in-person and digitally. But how did they manage to generate so much interest and excitement for their launch? Read on for an insight into how Jot created their empire. Hearing directly from Jackie Modena, Director of Community at Jot, and you'll learn:
- Where to find inspiration for creating on-brand social media content
- How to plan for a successful new brand or product launch on Instagram
- How to generate pre-launch interest, UGC (user-generated content), and followers
- How to engage with your brand's community in a timely manner
- How to stay up to date on social media trends and updates
The creation of JOT
Hi, I’m Jackie Modena! I’m with Jot, a newly launched DTC company that makes a first-of-its-kind 20x concentrated Ultra Coffee from fair trade, organic beans. All it takes is one tablespoon of our Ultra Coffee to create delicious, café-quality drinks at home, like iced lattes, americanos, and cappuccinos. We have a small but mighty (and highly caffeinated) team based out of Boulder, CO.I’m Jot’s Director of Community, where I oversee the strategic direction of our social media, develop content, engage with and grow our community, manage influencer partnerships, and work closely with PR, performance marketing and customer service.I’ve previously held in-house marketing and social media roles at other national CPG companies like Ripple Foods and ICONIC Protein, and prior to that, worked for a boutique PR agency that specialized in servicing natural & organic CPG food, beverage and lifestyle brands.
Where do you find inspiration for Jot’s social media content?
When we first started out with our social channels, we developed a set of creative guidelines to help inform the types of content, visual direction and aesthetic that we wanted to create.When we first started out with our social channels, we developed a set of creative guidelines to help inform the types of content, visual direction and aesthetic that we wanted to create.We were also fortunate to launch with some amazing GIF, video and still content from an early creative shoot organized by our branding agency, Red Antler. Those assets really helped to set the foundation for the tone and visual direction of our social media. From there, it was easy to find content partners and curated content that fit our aesthetic. For inspiration, I follow relevant Instagram hashtags that either tie directly to our brand or to an aesthetic (ex. #coffeephotography, #coffeevibes, #morninglight, #lightsandshadows, etc.), look to other brand accounts (both competitors and other categories), and follow my favourite creator accounts for inspiration.
How does managing Jot’s social media account look like on a day-to-day basis?
I try to consolidate things as much as possible so that I’m not bouncing around from platform to platform all day. That’s what makes Buffer such a great tool—I’m able to manage our Facebook, Instagram, Twitter and LinkedIn all in one place.While we typically have ‘themes’ or overarching content initiatives that we plan six months to a year in advance, I only look to schedule content a few weeks out—and even then, I consider it a rough plan. Things can change so quickly, and it’s important to be able to pivot quickly and adapt to the landscape.
“While we typically have ‘themes’ or overarching content initiatives that we plan six months to a year in advance, I only look to schedule content a few weeks out”
From there, as it relates to Instagram, my day-to-day looks like the following:
- I’m checking in on UGC via our tagged posts and hashtags and engaging with members of the community who share their Ultra Coffee photos and recipes. We try to encourage customers to use #jotcoffee and #justonetablespoon, and we’re currently running a #summerofjot campaign.
- I’m checking in on stories and DMs throughout the day, to engage with our customers, re-share stories to our own story, and field any customer service-related questions that might come in.
- I like to keep an eye on the engagement on Facebook and Instagram ads, both to moderate any comments that violate our community guidelines and to answer questions from consumers who might be curious about our product.
How do you stay up to date on social media trends?
I find that many of the social media scheduling and influencer platforms I utilize have fantastic blogs and email newsletters (including Buffer!) so make sure you’re signed up to receive their communications—they often have all the latest news & updates on the major social media platforms and trends in the space.I have a few newsletters I’m subscribed to as well—The Hustle, Lean Luxe, and Morning Brew’s new marketing-centric newsletter, for a quick take on trends in retail, marketing and DTC businesses.Finally, I’d recommend seeking out a few networking groups specific to your position or industry. I really like the Create & Cultivate and Women in Influencer Marketing Facebook groups—they’re a great way to share resources, ask questions, discuss ideas/approaches and meet others in the industry. Since conferences and trade shows are off the table at the moment, these kinds of groups can be a great stand-in for in-person networking opportunities and can lead to collaborating, brainstorming and sharing.We hope this interview with Jackie helps you get started with or double down on your social media efforts. You can follow her journey on Instagram here!
This blog was originally from Buffer
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