2. About the company
What is Boba?
Goals and Objectives
Four Pillars of Social Media Strategy
Social Media SWOT Analysis
The ACCESS Model
Social Media Implementation Plan
Timeline
3. • Company :Boba Café
• Place:1223 University Ave
Suite 110
Riverside, CA 92507
• Hours:Mon-Fri 10:30 am - 1 am
Sat-Sun 11 am - 1 am
• Price: under $20
• Neighborhood:University
4. • Type of Industry:
– Cafe, Taiwanese tea, Food
• Product Lines:
– food and beverages
• Sustainable Competitive
Advantage:
– Boba Café’s variety of flavors of
Boba Tea and personalization
5. • Boba tea is a Taiwanese tea with ball-
shaped tapioca starches. These ball-
shaped starches are what is generally
called boba. Bobas are sometimes made
from colorful jelly in various shapes.
• Also called “bubble teas” or “pearl teas”
6. • By campaigning through social media,
have the café and its delicious boba tea
acknowledged more and attract new
customers
• Aim to increase 1.5 times more customers
by the end of summer
10. • Education
– Education Program
• Guidelines
– Distribute information about what boba is and
how it is made on a website
11. • Entertainment
– Feature on monthly special boba tea
– Feature on existing variation to personalize
your own boba tea or increase more flavors
– Stamp Card
12. Strength
1. Good location
2. Reasonable price
3. Good Reputation
4. Three kinds of size of boba
tea(small, medium, large)
5. various tastes
Weakness
1. $0.50-1.00 more expensive than
Life Café which is located closer to
the UCR extension center
Opportunities
1. Near UCR
2. Hot weather in Riverside
encourages people to want boba
tea
Threats
1. Similar boba teas in cafes
nearby
13. Strengths Weakness
Opportunities 1. Reasonable price
2. Improve current marketing
1. Poor social media
2. Lack of promotion
Threats 1. Improve social media 1. Train employee to
use
social media
14. • There are several similar
boba shops nearby
→ need to improve their
social media
15. • Audience
– Identifying segment…Ready-to-drink Boba
tea
– needs…need for thirst
– trends…boba as something fun to drink,
variety of flavors
– Gender…both men and women but women in
particular to hang out with their friends
– University students from UCR who get thirsty
before or after their classes
16. • Concept
– Mix boba from the variety of beverages, the
variety of flavors and customize it to match
your perfect day
17. • Competition
– Use the existing social
media tools to research
and analyze how your
competition attracts their
customers and meet
their expectations.
– Find a way to
differentiate our boba tea
social media marketing
from theirs.
• Ten Ren’s Tea Time
• Life Café
18. • Execution and Social Media
– Use social media outlets such as
• Online website
– Introduce what boba is and how it is made
– Menus and pricing
• Google analytics
• Facebook and twitter
– Facebook…existing media. Make it creative
– Twitter…participate in Twitter by using hashtag “#bobacafe”
• You Tube
– Existing but irrelevant. Upload an alternative of how to make boba and
UCR students enjoying drinking it
19. • Sales Viability
– Satisfaction and loyalty to lead to repetition, a
habit to stop by Boba Café
– Curiosity to try out other flavors and
customization
– Yelp page( http://www.yelp.com/biz/boba-
cafe-riverside ) offers 1 free milk tea
– Offer more discounts on other deployments
20. • Google Analytics
– Create a search term that you want to be notified
about, and monitor all the worldwide web pages
and blogs that contain that term
– Have Google notify “Boba Cafe””Boba tea,
Riverside”
– Know reputations or different perspectives
• Twitter
– Monitor tweets that mention about Boba Café
– Use Search.Twitter.com to search all around the
world for any tweets about “Boba Cafe”
21. July
• Make Social Media Marketing Team
• Create Twitter accounts for all employees
August
• Establish Online Website
• Make a more creative Facebook fan page
September
• Start Foursquare campaign
• 50cent off if the customer checked-in
