Social Media Strategy for Toffee Talk

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This project involves an in-depth analysis of a startup firm called Toffee Talk. It includes an analysis of their target segment, current marketing strategies and metrics.
Based on their vision and budget considerations, the project highlights recommendations which includes:
- Redefining the target segment
- Proposed Social Media Strategy
- Content Narrative
- Tools and Techniques

Published in: Marketing, Technology, Business
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Social Media Strategy for Toffee Talk

  1. 1. Social Media Strategy For Akanksha Jain, Deepak Chandnani, Nihan Beyazoglu, Ruchita Dudani & Ryan Shi
  2. 2. Agenda The Toffee Talk Story •  Background •  Competition & Differentiation •  SWOT Analysis •  Current Marketing Objectives •  Effectiveness Of Current Social Media Strategy 2
  3. 3. Agenda(cont…) Proposed Social Media Strategic Plan •  Goals & Objectives of Social Media •  Segmentation •  The Brand Story •  Platforms & Blogs •  The Campaign Calendar •  Metrics and Measure •  Tools 3
  4. 4. Background •  •  •  •  •  •  Set up in 2009 by Catherine Hughes and Ellin Purdom Handmade, artisanal Toffees Rented Kitchen Space with 4 employees Owned trademarks: Crumble Mumble and Toffee Talk 5 products Award winning Toffees 4
  5. 5. 5
  6. 6. Competitive Analysis Multi Location Presence Facebook: 2770 Twitter: 1683 Blog : Infrequent postings Data as on Aug, 28, 2013 Facebook: 637 Twitter: 125 Blog: Coming Soon Not responsive on social media Popular Segment: 35-44 year old Sold in stores across USA Similar Story Facebook: 1587 Twitter: 82 Irregular on social Media Newsletter Popular Segment: 45-54 year old 6
  7. 7. Competitive Analysis(cont…) Excellent Affiliate Marketing Facebook: 1092 Twitter: 640 Instagram: 531 followers Blog: Interesting with tons of recipes Popular Segment: 45-54 year old Data as on Aug, 28, 2013 Sells through multi channel retail outlets Facebook: 670 Twitter: 708 Instagram: 104 Pinterest: 125 Own Retail outlet in Arizona Impressive FB page, lot of activity 1415 Followers Twitter: 1686 LinkedIn presence 7
  8. 8. Product Differentiation •  Unique Recipe •  Awards •  Packaging Design Most of the competitors promise great taste, high quality ingredients, handmade toffees and target the same segment i.e. 45 – 60 age group 8
  9. 9. SWOT Analysis •  •  •  •  •  Strengths Product recipe and reputation Prestigious Awards Unique Packaging Key corporate customers like Pixar & Google Self Supporting Business •  •  •  •  Opportunity Large growing market with huge demand for “artisan” toffee, potential in product line expansion, growth in B2B and B2C opportunity Weakness No patents, easily replicable products and packaging Don’t own the domain name “Toffee Talk” Core target market definition not clear Lack of scaling Threats •  Threat of product duplication •  Very close competitors with similar stories and products 9
  10. 10. Current Marketing Strategy •  Create awareness •  Create demand from –  individual customers –  corporates –  on-line stores and physical high-end retail stores •  Public Relations •  CRM Social media vehicles currently used: Facebook, Twitter, Pinterest, LinkedIn 10
  11. 11. Current Marketing Strategy(cont…) •  Articles, Videos, News •  Participate in Events, Awards, etc. to create awareness and enhance reputation •  Use of Direct Mail to reach out to specific target segment(s) 11
  12. 12. Current Social Media Analytics Facebook Overview OUTBOUND 7 17 2 Brand Posts Total Engagemen t on Brand Posts Engageme nt/Post Outbound Community Health COMMUNITY HEALTH 680 2 Total Page Fans 0.3% Avg. People Talking About This (PTAT) Avg. PTAT as % of Fans 2.5% Engagement as % of Fans Optimization Content Details OPTIMIZATION CONTENT DETAILS Most Engaging Content Type Most Engaging Post Photos Top Day/Time For Engagement Wednesday 5:00 PM – 6:00 PM "National Reese's Peanut Butter Day Toffee Talk Peanut Secret Ingredient! | https://photosa.xx.f…" 8 interactions (3.8x average) Data by Simply Measured 12
  13. 13. Current Social Media Analytics Facebook 0 Status Posts 2 Links 5 Photos 0 Videos Data by Simply Measured 13
  14. 14. Current Social Media Analytics Twitter 49% of the followers fell under the Pacific Time Zone Data by Simply Measured 14
  15. 15. Current Social Media Analytics Engagement comparison FB versus Twitter 15
  16. 16. Current Social Media Analytics Instagram NEW POSTS ENGAGEMENT TOTAL ENGAGEMENT PER POST INSTAGRAM ACTIVITY 46 437 9.5 PHOTO POSTS 46 437 9.5 VIDEO POSTS 0 0 0 MOST ENGAGING POST Toffee Talk hits SF Market Street! #summer #suppor... MOST ENGAGING FILTER Poprocket MOST ENGAGING LOCATION Fog City News Data by Simply Measured 16
  17. 17. Current Social Media Analytics Instagram Data by Simply Measured 17
  18. 18. Current Social Media Analytics Instagram Data by Simply Measured 18
  19. 19. Current Social Media Analytics Pinterest •  2 Pinterest profiles •  130 followers •  Candy companies, food distributers and stockiest, gift idea companies, competitors and customers •  Food Enthusiasts, gourmet food , recipes, gifting ideas 19
  20. 20. Present Content Strategy •  •  •  •  Generating genuine followers Focused platform selection Always have ‘plan B’ Watch the experts 20
  21. 21. Proposed Social Media Strategy Objectives •  Attract unique visitors – Generating Traffic •  Engaging existing fans – quantitatively and qualitatively •  Creating a brand differentiation •  Creating rich content i.e. onsite optimization 21
  22. 22. Proposed Social Media Strategy Target Segment •  Demographics: –  25-35 year old, mid to high income, women(new segment) –  35+, high income women(existing segment) •  Psychographics: –  Like to splurge on pricey treats for friends and family –  Love to celebrate the emotional quotient of occasions 22
  23. 23. Proposed Social Media Strategy •  The Brand Story “Conversations and Celebrations” •  Advocate & Influencer engagement •  Guest blogs sponsored and earned 23
  24. 24. The Content Strategy •  Post/ Tweet on how Toffee Talk embellishes Occasions •  Use labels to customize packs for special occasions –  Halloween/ Christmas –  Graduation/ Baby Shower/ Weddings –  Sport Events •  Post engaging content –  Ask fans on Pinterest/ Facebook to pin/ post pictures showcasing how they use Toffee Talk/ Crumble Mumble –  Run contests –  Post Customer Testimonials - Tag them and Thank them –  Use hashtags 24
  25. 25. The Platform Strategy Link and Integrate all these platforms 25
  26. 26. Content Narrative: Example1 Baby Shower favors –  Facebook Post –  “Throwing a shower for a baby girl? Add a little more sweetness with the awesomely delicious and beautifully decorated toffee from Toffee Talk!!” (add an image of the Toffee Talk’s bag with pink ribbons) 26
  27. 27. Content Narrative: Example1 Twitter: •  “Have a baby shower coming up? We have the perfect toffee to celebrate your special day!! (Link it with an image that has been pinned on Pinterest)” Pinterest: •  Pin an image showcasing how Toffee Talk can be a wonderful addition to any baby shower. Share this on Facebook & Twitter 27
  28. 28. Content Narrative: Example2 Occasion: Halloween •  “Would you like to share your favorite Halloween toffee recipe with us? The winner will get a free Toffee Talk hamper!!” Facebook: •  “Share your favorite Halloween picture and enter for a chance to win a Toffee Hamper!!” •  Use Sponsored Posts Twitter: •  Tweet interesting messages on photos and Halloween ideas for décor and recipes 28
  29. 29. Content Narrative: Example3 Occasion: Graduation •  Facebook –  “You are a proud mom today, aren’t you? It’s your daughter’s graduation day! Why not bake her fav cake and top it with Toffee Talk’s Crumble Mumble :)” (add an image of a cake with Crumble Mumble) •  Twitter –  “Celebrate your daughter’s graduation with this box of delicious toffee from Toffee Talk” (add a link to Pinterest) •  Pinterest –  Pin an image of a beautifully decorated table with Toffee Talk packs and boxes 29
  30. 30. Content Narrative: Example4 Workshop at Google •  Workshop on making Toffee/ Dessert •  Toffee talk giveaways •  Take pictures and post it on Facebook/ Twitter/ Blog/ Pinterest •  Ask attendees to write a review 30
  31. 31. Blog •  •  •  •  Helps create original content –  Dessert recipes –  Dessert table decoration –  Gift packaging Leverage third party blogs –  Food Guru on Mt. Kilimanjaro Great way to do SEO Goodwill and fan followership 31
  32. 32. Pinterest Contest ●  Find 10 influencers on pinterest (people who love pinning recipes for desserts and have a huge following) ●  Take their address and send them a surprise gift hamper from Toffee Talk ●  Include in the hamper an overview of a contest where they have to create something unique with toffee talk and share it on their blog/pinterest or instagram. The best recipe would be featured on the toffee talk blog and would win $100 worth of toffees! 32
  33. 33. Association with a Social Cause 33
  34. 34. The Content Schedule(for a week) Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Twitter 2 posts 3 posts 2 posts 3 posts 2 posts 3 posts 2 posts Facebook 2 posts 1 post 2 posts 1 post 2 posts 1 post 2 posts Instagram 1 post Pinterest 5 pins 5 pins 5 pins Blog 1 post 5 pins 5 pins 1 post 5 pins 5 pins Start with 1 per week **The posts should be pre made and put on a content calendar. Reactive content can replace proactive content 34
  35. 35. The Content Schedule(for a week) Pre made posts “What better dessert than toffee talk” say at 1 pm/ 8pm i.e. right after lunch & dinner” Platform Twitter Date 01/09/2013 35
  36. 36. Metrics Monitor and Measure to analyze Social Media strategy •  Facebook Likes, Shares, Comments •  Twitter Retweets, Mentions •  Pinterest Followers, Likes •  Number of blog visitors •  Website visits 36
  37. 37. Suggested Tools •  •  •  •  •  •  •  Twitalyzer: Twitter analytics Google Analytics : Overall Analytics Sprout social: Scheduling and Analytics Hootsuite: Social platform post management and monitoring Woobox: Contest and FB integrations of various apps Google drive: Content sharing and planning Simply Measured: Social Analytics 37
  38. 38. Ready! Set! Munch! Time for Toffees and Conversations! 38

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