TCHO Social Intelligence
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My favorite brand of dark chocolate is TCHO. I was curious to see what other people thought of it so I conducted this perception study using social media. I hope you enjoy the analysis as much......

My favorite brand of dark chocolate is TCHO. I was curious to see what other people thought of it so I conducted this perception study using social media. I hope you enjoy the analysis as much chocolate itself ;-)

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  • 1. TCHO Social Intelligence Analysis by Michael Osofsky (@mosofsky) 3rd Quarter 2012 Disclaimer: This study is provided to the public as a showcase of NetBase Social Intelligence and was not requested, commissioned, nor endorsed by any of the companies mentioned.
  • 2. Overview This study analyzes consumer perception of TCHO, a brand of dark chocolate. Source data: Social Media - content generated by consumers (twitter, facebook, blogs, etc.) One year of history, updated with high frequency, cleansed for spam Representative sampling employed when necessary (95% confidence level) Methodology: Social Web 360°Analysis – In-depth look into the market through the following lenses: Lens Example Product Tcho Category dark chocolate Competition Dove, Lindt, Hershey’s, Godiva, Ghirardelli, etc. Campaign Mother’s Day promotion Brand TCHO Attributes packaging, richness, taste, cost, etc. Consumer @tchotchovi, @tchochocolate, @avinash2 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 3. 360°View of TCHO on the Social Web Social Web 360°3 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 4. It’s All Good AUG 2011 JAN 2012 APR 2012 Insight Potential Actions  TCHO sentiment & buzz timelines follow a  Research the reasons for the positive spikes similar pattern  Positive spikes may be a result of successful  Interesting positive spikes occur in Aug 2011, campaign of TCHO and, therefore, can be a Jan 2012, & Apr 2012 baseline for a successful campaign model4 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 5. Consumers Like the Taste of TCHO Insight  What people like the most about TCHO is the taste  When people talk about taste, what they like the most are the variety of flavors available Potential Actions  Increase awareness around the different flavors available  Perhaps periodically TCHO can promote a specific flavor and/or introduce a new flavor @docsconz I love the "citrus" from @TCHOchocolate! - twitter.com Well, some of the flavors at TCHO are very good. So far I like the nutty but thought the "chocolate" was too waxy. Which is why a tour or tasting could be useful. - chowhound.chow.com TCHO is great chocolate and I think their product is really smart…basically teaching people about the different qualities of chocolate so they can figure out what they like. I think citrus and nutty are my favorites. - angleofreflection.wordpress.com5 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 6. People Dislike the Cost of TCHO Insight  What people dislike most about TCHO is the cost  People say TCHO is too expensive Potential Actions  Examine the types of ingredients or products people will spend more money on  Show a comparison checklist of TCHO ingredients next to other brands to depict why TCHO is a better product I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4, too, at the grocery store), but it [That TCHO stuff]s so delicious. I also had a salad since I didnt really want to have the sandwich or the quiche on the menu, and it had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with my hot chocolate, but they somehow forgot that I ordered it and I didnt get it for a while. - yelp.com6 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 7. TCHO is Expensive but Delicious Insight So if you dont like dark chocolate you probably wont like this. They have flavors that, if you know theres a difference and think about it you might be able to depict  27% say TCHO is overpriced and it. TCHOs prices are rather high; the cheapest thing one can get is an individually wrapped square of chocolate no more than 2"X2" for 75 cents. They also sell coffee, expensive hot chocolate, and cookies as well. It was perhaps a bit overpriced. - yelp.com  However, the same people who mentioned the cost also praised the My initial reaction was "$4.75 for a small mocha are you serious??" Although it is taste on the pricier side, this has got to be my favorite cup of mocha I have ever had. The chocolate is from TCHO (a local sf chocolate company) and that made sense to  Consumers say TCHO is “expensive why the mocha was so expensive (TCHO chocolate is EXPENSIVE) the design on top of the coffee was pretty cool too. it was in a leaf shape and I was impressed how but delicious” and “pricier but the best effortlessly the barista did that. I went with a group and tried the cappuccino, cafe I ever had” mocha, and a cafe au lait. - yelp.com Potential Actions I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4,  Market TCHO as a luxury chocolate too, at the grocery store), but it [That TCHO stuff]s so delicious. I also had a salad since I didnt really want to have the sandwich or the quiche on the menu, and it  Explain to consumers why TCHO is had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with worth the expense my hot chocolate, but they somehow forgot that I ordered it and I didnt get it for a while. - yelp.com7 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 8. Buzz About the Factory Tour Insight Makes no kind of sense to me. Do you like chocolate and free things? TCHO is a cute little chocolate factory on the Embarcadero that offers free tours twice daily. But excise any images of Oompa Loompas from your head. This place is run like a  13% appreciate TCHO’s factory tour web startup (their current CEO and president were the founders of Wired). - yelp.com  20% did not enjoy it  While customers like that the tour is Another Hubbubberylyless morning here in the Glosli household. Kinda weird “free,” some say the tour is boring actually but I’m loving it. There is a free chocolate tour at Tcho chocolate located on one of the piers in S.F. that I read about, could be fun to take the kids on Friday. – wordpress.com Potential Actions If u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. – facebook.com  Advertise TCHO’s free tour  Brainstorm new and interesting But their milk chocolate is one of the best Ive ever had, exceptionally creamy and ways to engage kids, as well as smooth. I think its worth the price when you take into consideration the fact that it adults, during the tour is fair trade and the growers are being treated with respect. Ive gotta admit, I was pretty disappointed in the factory tour at TCHO. Granted, their factory (which is on the Embarcadero) is pretty small, so theres not much to be expected, but... ...basically we were just ushered into a holding pen, shown a video praising the virtues of TCHO chocolate and the company, and then given a 5 minute walk- through of the factory space. - yelp.com8 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 9. TCHO Cares Insight I guess I find it irritating when a business really pushes the idea that theyre super conscious of where they get their product from, and only support certain farmers for People like TCHO because of its varying socially just reasons... It [business]s probably all true, and TCHO is probably way better at caring about people than I am –yelp.com corporate responsibility Consumers praise TCHO for being a company that partners directly with I also do care and understand @TCHOchocolate works very closely with their growers farmers. –twitter.com Potential Actions "TCHOSource intelligently blends modern technology and field practice to help Continue to promote TCHO as a socially raise farmer income. Rather than simply paying for certifications, TCHO responsible company empowers farmers with the tools they can use to make a better product: technology, knowledge transfer, and the motivation to innovate. TCHO firmly believes that the best, longest lasting change rests on the win-win of mutual self- interest?we get better beans, the farmer gets better prices." now thats amazing, hows that for a thought GJ? –diecastaircraftforum.com A proud Bay Area Native, I will plug TCHO - my favorite slave free, hand made chocolate! –twitter.com Heres one reason why I like this American chocolate-maker so much: TCHO: We Are - No Slavery –facebook.com9 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 10. 360°View of TCHO on the Social Web Social Web 360°10 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 11. It’s Delicious and Good for You Insight  People like dark chocolate because it is delicious  The health benefits of dark chocolate are almost as important to consumers as the taste Potential Actions  Examine the health benefits of TCHO dark chocolates  Capitalize on the concepts of “delicious” and “good for you” 11 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 12. Bitter or Sweet? Insight  The most common reason people dislike dark chocolate is the taste  25% say dark chocolate tastes bitter Potential Actions  Create messaging for TCHO dark chocolate that describes the taste using more appealing adjectives12 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 13. Famous Dark Chocolates Online Insight  TCHO is not in the Top 100 trending brands for dark chocolates  Dove is the most popular brand Potential Actions  Explore brands that are similar to TCHO in the top 10013 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 14. 275 People Want Chocolate per Hour Insight Potential Actions  About 275 people tweet every hour that they  They say they want chocolate, so give them want chocolate; that’s 2.4 million per year. chocolate (“Social Selling”).14 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 15. 360°View of TCHO on the Social Web Social Web 360°15 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 16. Who is the Most Famous of Them All? Insight The Brand Passion Index shows that Hershey’s dominates the buzz Dove is the most “loved” Ghirardelli has the most positive mentions Potential Actions Increase TCHO brand awareness Tcho has the least buzz, passion intensity, & net sentiment16 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 17. That’s Expensive! Insight When TCHO is compared to the top 5 brands, the biggest difference is the cost Dark chocolate is the most popular like for both Dove and Lindt Potential Actions Focus on the benefits of TCHO vs. the other brands 17 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 18. No Mentions on weightwatchers.com Insight TCHO has no mentions from weightwatchers.com Other brands have buzz from weightwatchers.com Potential Actions Use information about dark chocolate and health to approach weight watchers for a potential partnership No mentions on weightwatchers.com 18 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 19. 360°View of TCHO on the Social Web Social Web 360°19 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 20. I <3 MOM! Insight Trending brands about Mother’s Day show Tesco, DealTaker, & 1-800- Flowers in the lead 1-800-Flowers has the strongest connection to Mother’s Day There is a 0.03% connection between Mother’s Day and TCHO Chocolate has a 0.13% connection to Mother’s Day Potential Actions Evaluate the reach of the recent TCHO Mother’s Day campaign Look into the possibilities of connecting with other trending brands20 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 21. The Need to be Known Insight Potential Actions  Dark chocolate buzz is saturating the  Determine if the states with a smaller U.S. number of mentions would be an effective test market for TCHO  California has the most conversation about TCHO  Research what competitors do onlineDark Chocolate buzz saturating USATcho has least buzzcompared to others 21 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 22. 360°View of TCHO on the Social Web Social Web 360°22 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 23. How the Company is Perceived by Consumers Insight  TCHO is known for: “No Slavery” (TCHO’s own slogan), Fair trade, and Innovation  TCHO is also identified with 2 of the company’s founders: Timothy Childs Louis Rossetto  Louis Rossetto is the Founding Editor of Wired Potential Actions  Continue to build on what TCHO stands for  Leverage the connection to Wired Magazine and Rob Polevoi23 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 24. Who “owns” San Francisco? Insight Both TCHO and Ghirardelli come from San Francisco Ghirardelli has 4% strength of connection to SF. TCHO has 1% Other SF icons include Nob Hill at 21% followed by Pier 39 and Bay to Breakers Potential Actions Research SF icons that could promote TCHO Promote TCHO as a San Francisco product24 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 25. 360°View of TCHO on the Social Web Social Web 360°25 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 26. Brand Positioning vs. Brand Perception Insight “Taste” is the most talked about attribute All of the elements of taste are liked as opposed to loved Potential Actions Research the reasons why consumers aren’t loving the “taste” attribute Promote Beta (TCHO’s customer feedback platform) to consumers who don’t yet love the taste TCHO is positioned as obsessed with flavor, but it’s liked for its taste. 26 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 27. The Richness of TCHO Insight Consumers like the “richness” of TCHO Compared to the “richness” attribute of other brands, TCHO is least loved Potential Actions Research why consumers like the “richness” attribute of TCHO Consider analyzing the “richness” of brands like Lindt and Ghirardelli to understand why consumers love them Focus on the “Richness” of TCHO dark chocolates. 27 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 28. Am I Rich Enough? Insight TCHO is most disliked due to the cost Ghirardelli is also disliked for the price of the product Potential Actions Research the price differences between TCHO and the competing brands That TCHO stuff is expensive (I think a small bar is $4, too, at the grocery store), but it [That TCHO stuff]s so delicious. –yelp.com 28 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 29. Appearance is also Important to Consumers Insight “Packaging” and “Richness” are important to consumers when purchasing a dark chocolate “Taste” is the most talked about attribute Potential Actions Examine different packaging options and designs Ask specifically for feedback about packaging on a new twitter handle such as @TchoPackagingIdeas We also liked the Tcho chocolate but my daughter found the grapefruit too intense. –chow.com TCHO uses less environmentally friendly paperboard and gold foil imprinting for their boxes. –thechocolatelife.com 29 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 30. 360°View of TCHO on the Social Web Social Web 360°30 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 31. TCHO’s Most Influential Promoters Insight Top 3 people: Avinash Kaushik, Ryan Block, & Jayme Campbell Potential Actions Partner with top 3 advocates to gain more followers Reward their loyalty and efforts Ask them to join the Facebook fan page and follow on Twitter.31 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 32. Girl Power! Insight Potential Actions  Women talk about Dark chocolate  Create campaigns that target women more than men  Compare TCHO to other brands to  TCHO is talked about by men and determine how they are targeting women equally women Women talk about Dark Chocolate more than Men Tcho is being talked about by Men & Women almost equally32 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 33. Dark Chocolate Female Advocates Insight Among the advocates, which ones are women? Top 3 women: Victoria Justice, Grace Bonney, & Christine Teigen Potential Actions Connect with these women and ask them to become ambassadors of the TCHO brand.33 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 34. Outpouring of Sympathy for Shooting Tragedy Insight In July a mentally ill TCHO employee stabbed a co-worker. TCHO announced this on its fan page. A common response in the comments is “so sorry”. TCHO fans felt a lot of sympathy for the “TCHO Family” as the employees are referred to. Potential Actions Next time consider offering a “thank you” to all the fans for offering their condolences. 34 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 35. Unique Visual Ideas Generate Sharing Insight This s’mores keyboard post generated the most shares (49) of any post over the last year. Shares are the strongest form of engagement on a fan page. Potential Actions Investigate if fan count increased after this post on June 14, 2012. Review posts that had highest Likes and Comments to learn what types of posts generate which behaviors. 35 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 36. Develop Fans Who Like but Don’t Comment Insight Shown here are fans who’ve engaged the most. Lea-Anne Smith is at the top of the list but her 87 engagements are 86 likes plus 1 comment. Lea-Anne’s single comment was in response to the stabbing tragedy. Potential Actions Invite Lea-Anne in to have a TCHO shot with the marketing team to learn more about her. Find out what would make her more vocal. 36 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 37. Michael Troutwine (“MT” = Making Trouble?) Insight Shown here are fans who’ve posted the most comments. Michael Troutwine is the number one fan by comments. But what is he commenting on? He tends to be sarcastic, for instance this insensitive remark to the stabbing. Potential Actions Develop the fans who’ve got something more uplifting to say, for instance Lea-Anne Smith. 37 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 38. TCHO Followers Want Coffee Insight TCHO has 5,300 followers on Twitter @TCHOchocolate followers want coffee Other popular terms are “Sidekick,” “Xoom,” and “Hadar” Additional themes are “giftcard,” “free,” “money,” and “card” Potential Actions Consider possible combinations with coffee Connect with followers even if it’s not related to TCHO products Tweet special offers & promotions 38 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 39. TCHO Followers Like News and Stories Insight Top things @TCHOchocolate followers talk about are “Quote,” “News,” “Chocolate,” and “Stories” Potential Actions Consider tweeting about chocolate trivia and facts; current events; and the health benefits of chocolate 39 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 40. #giveaway’s can Boost Followers Insight The hashtag used the most by @TCHOchocolate followers is #giveaway #giveaway is a popular tag for companies to use when giving away a product TCHO has no connection to #giveaway but “chocolate” does Potential Actions Consider running a campaign to #giveaway TCHO 40 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
  • 41. Insight & Opportunity Summary Top opportunities: TCHO is more expensive Social selling to people who than most competitor say they want chocolate brands The most common reason Solidify TCHO’s identities consumers dislike dark Boost TCHO’s good taste and chocolate is due to taste health benefits There’s a need to grow Partner with Weight awareness online Watchers & top advocates No mentions on weightwatchers.com41 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.