Launched in April 2020, Jot Coffee, a newly launched DTC( direct-to-consumer) chocolate label, has quickly picked up steam as the brand-new at-home coffee brand that extradites an exceptionally delicious suffer, both in-person and digitally. But how did they manage to generate so much interest and turmoil for their propel?
Read on for a behind-the-scenes look at how Jot built excitement for its launching on Instagram and how to create a community from day one. You'll hear directly from Jackie Modena, Director of Community at Jot, and you'll learn:
Where to find inspiration for creating on-brand social media contentHow to plan for a successful brand-new label or make start on InstagramHow to generate pre-launch interest, UGC( user-generated material ), and followersHow to engage with your brand's community in a timely mannerHow to stay up to date on social media trends and updates
This post is part of the #BufferBrandSpotlight, a Buffer Social Media series that shines a spotlight on the people that are helping structure striking brands through social media, community building, content creation, and brand storytelling.
This series was born on Instagram Stories, which means you too have the ability to watch the original interrogation in our Highlightings found on our @buffer Instagram chart.
Who are you?
Hi, I’m Jackie Modena! I’m with Jot, a newly launched DTC company that makes a first-of-its-kind 20 x converged Ultra Coffee from fair trade, organic beans. All it makes is one tablespoon of our Ultra Coffee to create savory, cafe-quality sucks at home, like iced lattes, americanos, and cappuccinoes. We have a small but mighty( and most caffeinated) unit located out of Boulder, CO.
I’m Jot’s Director of Community, where I oversee the tactical tack of our social media, develop content, engage with and flourish local communities, control influencer partnerships, and work closely together with PR, achievement marketing and customer service.
I’ve previously held in-house marketing and social medium characters at other national CPG corporations like Ripple Meat and ICONIC Protein, and prior to that, worked for a store PR agency that specialized in servicing natural& organic CPG food, liquor and lifestyle brands.
Where do you find inspiration for Jot’s social media content?
When we firstly started out with our social canals, we developed a set of artistic recommendations to help inform the types of content, visual guidance and aesthetic that we wanted to create.
We developed a space to remove the best use of every coffee bean into a liquid 20 x more concentrated than traditional coffee. The upshot, Ultra Coffee, is unadulterated chocolate that alters into anything you desire — espresso, americano, cappuccino, you called it– in seconds. Get ready to experience coffee for the first time, again. Accessible merely at jot.co
We were also fortunate to launch with some amazing GIF, video and still content from an early creative shoot organised by the our branding authority, Red Antler. Those assets actually helped to set the foundation for the color and visual counseling of our social media. From there, it was easy to find content marriages and curated content that fit our aesthetic. For brainchild, I follow relevant Instagram hashtags that either tie-in immediately to our label or to an aesthetic( ex. #coffeephotography, #coffeevibes, #morninglight, #lightsandshadows, etc .), look to other label accountings( both competitors and other categories ), and follow my favorite designer notes for inspiration.
How times coping Jot’s social media detail definitely sounds like on a day-to-day basis?
I try to consolidate things as much as possible, so that I’m not ricochetting around from platform to platform the working day. That’s what compiles Buffer such a great tool–I’m able to manage our Facebook, Instagram, Twitter and LinkedIn all in one place.
While we often have' themes’ or overarching material initiatives that we scheme six months to a year in advance, I merely look to schedule content a few weeks out–and even then, I consider it a bumpy scheme. 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 material the initiatives aimed at we means 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 committing with members of 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 safarus. I’m checking in on narrations and DMs throughout the day, to engage with our clients, re-share narrations to our own storey, and battleground any customer service-related questions that might come in. I like to keep an eye on the booking on Facebook and Instagram ads, both to moderate any comments that transgress our community guidelines and to answer questions from shoppers who might be curious about our product.How time you plan for a successful new label or produce open?
As a marketer, symbol and commodity openings are some of my favorite initiatives to plan, strategize and execute.
With Jot, when it came to Instagram specific, we were careful to start curating our feed with on-brand, aesthetic content( and I think this can be a great time to utilize more ambitious grid-style poles that distance 3-, 6- or 9-feed posts in size) leading up to our launch, without depict the actual product.
Jot's pre-launch grid-style post that spanned 6-feed posts.
While we planned to have a presence on all the major social media scaffolds, we knew that Instagram was going to be a main priority for us and where we’d be dedicating a majority of our resources when it came to content, influencer and parish.
To help generate pre-launch interest, partisans and UGC, we propelled a friends& category program in the weeks before our official propel, and encouraged participants to share their Ultra Coffee event with us. This allowed us to start gathering early patron feedback and troubleshooting possible customer service and community questions.
To help generate pre-launch interest, partisans and UGC, we launched a friends& category program in the weeks before our official propel, and encouraged participants to share their Ultra Coffee knowledge with us.
We too received a lot of enormous unboxing and other UGC content for social, which we started gathering and saving to ensure we’d have enough content on our propel date to really make a splash. Again, a implement like Buffer can be really helpful in this regard, because you can start to build up your material database and planned out your start daylight posts and storeys( knowing how frantic launching dates usually are, this can be a huge time-saver !).
We’re cheers-ing to Thursday with a glass of @patricio. ap’s refreshing Coffee Cola. It combines one tablespoon of Ultra Coffee with half of a Mexican Coke+ sparkler for a delightfully fizzy afternoon pick-me-up [?][?] #summerofjot #jotcoffee
In periods of other product propels I’ve worked on in the past for well established fellowships with an existing community, I think it’s fun to build anticipation with teaser berths leading up to the official launch. It gets the community committed and involved and nearly sees the launch into a game( you have been able even link up a giveaway when a person is guessworks the redres brand-new flavor/ make ).
What marketing/ social media suggestion do you have for brands that are pre-launch?
I’d establish yourself on all major social directs( and try to keep a consistent handle across all pulpits) but figure out which canals are going to be your main focus.
For us as a DTC consumer product, it impelled sense that Instagram, and to an extent Facebook, would be an important part of our marketing programme, so it was really essential that we hammered it on those pulpits. We have more flexibility when it comes to posting cadence and approach for our other programmes like LinkedIn, Pinterest, Twitter and TikTok, which allows us to be a little more experimental in our material.
When you’re a small startup, you’re only going to have so many resources–time, fund, manpower–to devote to your social directs, so invest wisely in your primary canals while maintaining relevant content on your secondary channels.
What’s your number one tip for locking with your brand’s community?
Time is of the essence, so check in with your platforms of highest booking routinely. If your priority platform is Instagram and that’s where you’re understand the most engagement, you don’t need to necessarily be glued to Instagram all day but consider marking a few cases 15 -minute globs of age throughout the day as Instagram check-in time and even blocking your docket as such.
Time is of the essence, so check in with your platforms of highest booking often.
I do think it’s important to try and engage in a timely manner, whether it’s through DMs, a comment on a piece of UGC, or a comment on a affix, because your adherents are more likely to still be active on the scaffold and see your engagement.
I’ve too seen instances where follower conferences or questions can snowball in an unintended attitude, or misinformation can be spread, if the brand doesn’t engage quickly enough with the community, so try to monitor and stay on top of communications as they happen rather than being dates behind and was just trying to do injury insure later.
How do you stay up to date on social media trends?
I find that many of the social media planning and influencer programmes I exercise 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& updated information on the major social media pulpits and trends in the infinite.
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, commerce and DTC firms.
Finally, I’d recommend striving 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 assets, ask questions, discuss hypothesis/ approaches and congregate others in the industry. Since consultations and transaction sees are off the counter 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.
How time you make your Ultra Coffee?
My favorite daily style to make my Ultra Coffee is in an iced latte–it’s as simple as 8 oz milk( I wish Oatly Barista Style ), frost, and a tablespoon of Ultra Coffee.
When I just wanted to button things up, I go for one of our brand-new #summerofjot recipes: one tablespoon of Ultra Coffee, 6 oz irrigate, one tablespoon fresh squeezed lemon juice, 1.5 tbsp maple, and ice- for a freshening and unique Cold Brew Lemonade.
Iced coffee season are formally returned. To celebrate, we’re hosting our first Ultra Coffee recipe competition. It’s as simple as whipping up your favorite iced or freezing Ultra Coffee liquid, snarling a photograph or video, and sharing it exercising #summerofjot. [?] [?] We’ll be adopting three champions by 7/3 to receive a three-month Ultra Coffee subscription( 3x bottles, every 4 weeks ). [?] [?] In additive, as part of our ongoing efforts to support the Black Lives Matter movement, for every entry received we’ll be making a $ 10 donation to @ thelovelandfoundation, an organization that raises possibility and regenerating to communities of color, and especially to Black women and girls .[?] [?] We’ll be sharing some of our favorite frosted and cold summer-ready recipes over the next week, so keep an eye out if it was necessary to some muse. [?] [?] For more details, check out our #summerofjot floors highlight .
We hope this interview with Jackie helps you get started with or doubled down on your social media tries. You can follow her jaunt on Instagram here!
Have any questions for Jackie? Feel free to reply with your questions to the Twitter post below and Jackie, or someone from the Buffer team, will get to them as soon as possible.
In this berth, we give you a behind-the-scenes look at how @jotcoffee, a newly launched DTC coffee brand, constructed exhilaration for its open on Instagram and how to create a community from day one. https :// t.co/ 1t5s5FjYhO
— Buffer (@ buffer) July 9, 2020
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