Social Media Class: Boba time

1. It’s Boba Time
Isares Eiamcharoenying (Golf)
Natchaya Charnsakorn (Noon)
Natthawan Saethea (Mina)
Yatipat Takitthawon (View)

2. ● Beverage industry
● Provides a variety of sweeten
drinks
● The first mover in California since
2003
● Located in CA with 11 stores and
the upcoming of 11 outlets
COMPANY OVERVIEW

3. ● It originated in Taiwan
● Combines of sweetened tea
and boba
● Boba made from topioca or
cassava root
● The boba is also called black
pearl, topioca balls
WHAT IS BOBA DRINKS?

4. ● We like to drink bubble tea
● When compared to other shops,
it is more tasty
● American people like to have
sweeten drinks
● The brand has potential growth
WHY IT’S BOBA TIME

5. YES!!!
CURRENT SOCIAL MEDIA

6. Some people do not know about the brand
To Increase Awareness
● Low cost when compared to traditional media
● People spend more time using social media
● Easy to measure feedback
● Two way communication
Pain Point
The Goal
Benefit from Social Media
BUSINESS CASE & SOCIAL MEDIA

7. Demographic
Gender: Both Male & Female
Age: 15 to 29 (Teenager, studying age, and young adults)
Income: All over $24,000 annually (Based on minimum wage)
Psychographic
Lifestyle: Active life, School, Work, and Social life, and highly
influenced by peer groups.
Personality: Internationalism (Open-minded), and Sweet lover
TARGET CONSUMERS

8. Geographic
Region: Emphasis on urban and metropolitan areas in CA
Technographics
● Sharing experiences, checking in, and posting on Facebook,
Twitter, and Instagram
● Searching delicious foods and drinks via Yelp
TARGET CONSUMERS

9. 1. Facebook: Yes
2. Twitter: Yes
3. Instagram: Yes
4. Yelp: Yes
5. Youtube: Yes
Research on social media sites where customers may be active
LISTENING

11. ● Great place and even better boba. It's better than a lot of
the other boba places.
● I think boba is amazing, I love the different flavors drinks
and shaved ice.
● Taste awesome!! I drink boba everyday!!!!!!!!!
● I love getting boba here , this is my favorite place to get it .
● I love honestly almost every boba flavor here and it's really
hard to choose just one .
● Their service is fast and nice
● It makes me fat!!!
● Too sweet. I don’t like it.
● Too creamy and expensive.
Positive
Negative

12. COMPETITIVE ANALYSIS

13. ● CoCo Fresh Tea & Juice was founded in
Taiwan by Hung Chao-shui in 1997.
● They have over 1,000 branches in China,
Hong Kong, Malaysia, Taiwan and USA.
● In 2011, they opened the market in New
York, USA.
● In 2013, they entered to Los Angeles to
open the first store.
CoCo Fresh Tea & Juice

14. • Honey boba is all about perfecting the
honey boba. They use only fresh and high
quality boba, it means their boba is made
every 90 minutes in small batches, and
any boba over 90 minutes is discarded.
• Now, Honey boba has 4 stores in
California.
HONEY BOBA

15. ● In 2008, the first Half and Half Tea House
opened in the San Gabriel, Ca.
● Half and Half’s signature is “Hot Honey
Boba”.
● Hot Honey Boba was first served at Half &
Half’s first location in San Gabriel, Ca, USA.
● Half and Half Tea House grew rapidly from
2008-2011, and now they have 8 stores in
California.
Half and Half Tea Express

16. Social Media Presence

17. Website
● Standard website’s Coco available in
several languages (Ch, Eng)
● Layout website’s Coco is more
interesting
● Design’s website’s Coco is more colorful
and also provide more information
such as business opportunity and
careers.
Facebook
● Coco is more frequency update
the information on Facebook
than Boba time..
It’s Boba Time VS COco.

18. What SM channels and tools will be used?

19. We launch the short videos include:
● “What is Boba?”
● “It’s Summer Time”
● “Make the New Fresh Year with Boba Time”
We entertain and educate the users by providing picture, animation,
and news
To achieve the goal

20. ● Start at Feb 2016 and window down at Jan 2017
● Focus on important holiday and summer time
● Feb 1 - May 15 (FB, YouTube, Instagram, Twitter)
● May 20 - Aug 26 (FB, YouTube, Instagram, Twitter, Billboard)
● Sep 2 - Nov 26 (FB, Instagram, Twitter)
● Dec 2 - Jan 1 (FB, YouTube, Instagram, Twitter, Billboard)
Time Frame of Social Media Campaign

21. MEME
SHARE IDEAS

22. “What is Boba?”
https://www.youtube.com/watch?v=F5IlK8y-_go

23. “It’s Summer Time”
https://www.youtube.com/watch?v=8tVlrNIrJPM

24. “Make the Fresh Christmas with Boba Time”
https://www.youtube.com/watch?v=_tZGb4mW4q0

25. —General: Klout
Facebook: Facebook insight
Twitter: TweetReach
YouTube: YouTube Analytics
Intragram: Statigram
Measurement Tools

26. Mina and Noon
Maintain and monitor the campaign

27. Valentine
Social Media Marketing Strategy & Roll Out Plan

28. Content Calendar

29. Expense
● Estimated commercial cost = $5,000/each (This campaign uses 3 commercials: This cost $15,000)
● Estimated banner pop-up costs = $770 ($70/each, 11 branches)
● Estimated measurement & promoting tools’ cost = $500 for Statigram, $1,188 for TweetReach, $600 for Facebook
insight (Total cost = $2,288)
● Staff for monitoring (Social media) cost = $40,320 (2 staff, $10 per day, 8 hour a day, 252 day a year)
● Estimated Materials & utilities cost = $210,787.50
Therefore, total cost = $(15,000 + 770 + 2,288+ 40,320+ 210,787.5) =$ 269,165.50
ROI Return on Investment

30. Revenue
● Estimated Boba’s sales increase = 35 cups/day
● Price = $5/cup
● Branches = 11
In one year, this boba’s cafe will approximately get $702,625
Therefore, Revenue for this campaign = $702,625
ROI Return on Investment

31. The amount of expected
return (ROI) =
(702,625 -269,165.50) /
269,165.50 ) x 100
= 161%
ROI Return on Investment

32. ●Increasing brand
awareness and sales
●Focusing more on
Instagram and
Twitter
Summary & Recommendation

33. Question & Answer

34. THANK YOU