Tully’s content varies in usefulness across Twitter,
Facebook, Vimeo, and their website. Each serves a different purpose, but, for
the most part, they are unified.
Let’s start with Tully’s website.
Above the fold, Tully’s highlights new products, their slow
roasting process, and their community engagement, in rotation. They also have a
link to a page with all their different roasts to determine “What Type of
Tully’s Roast are You?” This is helpful for consumers because they can figure
out which roast they would enjoy most, so they know what to buy when they go
into a Tully’s store. The third item in the above-the-fold visual hierarchy is
a quote from a satisfied Tully’s fan via Facebook, and includes a link to their page on Facebook.
On Tully’s Facebook page, they post photos specifically
formatted for Timeline’s square photo display. These photos typically feature a
Tully’s cup or K-cups, and have some vintage filter on them, continuing the
vintage aesthetic that their website hints at, with its brown and orange color
scheme and distressed type. The Facebook page allows fans to post photos and
get involved with the Tully’s brand, and also posts deals and new products
occasionally. Occasionally, Tully’s will post photos of Tully’s employees being
involved in community service.
On Twitter, Tully’s posts coffee jokes, links to news posts about coffee’s health benefits,
or blog posts about how to brew coffee to perfection. Their Twitter page also
seems to be one of their primary ways to respond to customer complaints. Only
rarely will Tully’s promote products on Twitter: it’s more about building brand
trust.
Finally, Tully’s utilizes Vimeo to
showcase their community involvement. Here, they will show videos of them
involved in improving community spaces.
Overall, Tully’s does a good job
of provided relevant, useful content through appropriate channels. Perhaps they
could utilize the spontaneity of Twitter for random discounts, in order to
drive business in slow hours or to gather more followers. Otherwise, Tully’s
seems to be on the right track.
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