Tweeting the Bean

What coffee do they drink on Network Ten’s show Neighbours? C’mon, it’s been on at 6:30 every evening for the past twenty-five years and they spend at least two scenes at the café in every episode.

It’s Genovese, and it is a clever way to market a product that mostly moves by word of mouth.

There is not a lot of advertising surrounding coffee. Apart from McDonald’s McCafé and the occasional love story intertwined with a latte-art heart on a Gloria Jeans commercial, coffee is such a quick grab that to go out of your way for one requires an intimate endorsement.

I go to places that are recommended by friends, people that have been there and experienced all that the beans and baristas have to offer. They are the best coffees, because my friends know me and they know what I like.

Yet, with the advent of cafés tweeting and hiring professional bloggers to sing sweet beans from the social media stage, where to get a good coffee has never been so easily at our fingertips.

St. Ali, one of Melbourne’s most successful cafés, hired reputable blogger Ed Charles a little while back to video blog, or vlog, all things newsworthy about their growing business. To supplement this, they regularly use the micro-blogging site, Twitter, to re-tweet clever 140 character promotions which usually turn viral.

Last week, they tweeted: “Roasters ready. Kitchen ready. Baristas ready. Floor ready. St ALi is ready for you. coffee subscription to whoever mentions this tweet 1st.”

I and eight other people re-tweeted the dare, who won? Absolutely no idea, but I have nearly 100 followers and if they ever look at what I have to say, they now have St. Ali in their vocabulary.

And so on for the eight others that thought they were up early enough to catch the 8:03 am tweet.

Other coffee affiliates that tweet good bean are Market Lane, Seven Seeds, Melbourne Coffee Review and Stumptown.

It’s so simple, follow a couple cafés, maybe a barista or two and the coffee community is on your screen whenever you log onto Twitter. It is a hell of a lot cheaper than paying for a thirty second spot or a place on a popular sitcom for that matter.

A step beyond that is to actually sell coffee on the networking site. Which is what a US based roasting company has recently engaged in.

Their Twitter alias is Atomic_Cafe and they are a micro-roaster in Massachusetts. Although they have a site for their company listed, it has been “under construction” for the past month.

Atomic_Cafe has been using Twitter to conduct business, I assume until their website is all sorted and functioning.

Recent Tweets include: “you bet bro let me know what you want for coffee your address and if you want it whole or ground, will ship it out Monday

And: “Just brought in a classic Guatemala Antigua (la flor) coming soon to an airpot near you…….”

The fact that the social media airwaves are perpetuating this word of mouth and movement offline is happening, is good enough proof for me that you can be successful even if you don’t have a stake in one of the most popular television shows in Australian history.

The people you follow on Twitter are usually the people you want to hear from. And like my friends I’ll take a coffee suggestion from any of them.

5 Responses to “Tweeting the Bean”

  1. 1 jason May 13, 2010 at 2:44 am

    Great article! Social media has been seen to be an “acceptable” form of advertising in hospitality, where most other forms have been shied away from. Great to see someone comment on it.


    p.s. “I’m sure they meant airport”

    Actually I think they probably did mean airpot.

  2. 2 Old Tyaak May 13, 2010 at 8:07 pm

    Just curious but has Neighbours always served Genovese in their cafe?

    • 3 Meghan May 15, 2010 at 12:03 am

      I have no idea if it has always been Genovese, but for the past few years it has been the roaster of choice. Of course, that’s a ballpark seeing as I rarely watch the show…

  3. 4 Meghan May 14, 2010 at 11:37 am

    Yes… you know when you look at something and think this when it’s really that… I thought that about airport. Oh! Social media, I hope you have seen the ‘social media revolution’ video. I blame coke, and their doppelganger angle with zero, very well executed and… I have noted, their sales have soared, so much for the youngins sifting through ads.

  4. 5 Erich Doherty June 1, 2010 at 5:16 pm

    Really great read! Truely..

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