The Mr. Tayto Facebook page is the most popular page for the Tayto brand with over 261,000 fans. The iconic Mr. Tayto mascot allows consumers to easily identify with the brand. The page engages fans through photos uploaded by both the brand and users. While the page regularly updates content and sees engagement, some improvements could be made, such as responding more quickly to customer complaints, adding brand information, and linking to other social media profiles and apps. The large number of Irish fans abroad indicates an opportunity to expand the brand's international market.

1. Facebook analysis
Tayto

2. Search Results:

3. Search Results:

4. Places:

5. Groups:

6. #Tayto Results:

7. Apps:

8. Mr Tayto Facebook Page:
• The most popular Facebook page is the ‘Mr Tayto’
Facebook page, with just over 261,000 fans, and 1,954
people talking about the brand. This indicates that fans
are engaging with the brand and its social media posts.
• The Mr Tayto mascot has been used here in order to
allow consumers to easily identify with the brand and
remember it. (Kalb, 2012)
• Brand mascots can act ‘‘as a meeting point or interface
for the communication of information between
‘producers’ and ‘consumers’’’ (Lury, 2004, p.50)

9. Facebook Profile:
Cover photo
with clear
competition
to appeal to
people who
may come
across the
page
Popular
page with
easily
identifiable
mascot

10. Facebook Profile Criticism:
The Brand is
classed under
Sports/
Recreation
and Activities.
It should
instead be
classed under
the general
area of food
No brand
description
has been
provided in
the about
section

11. Facebook and Twitter profile
comparison:
The Twitter page name and profile picture for the
Tayto brand is similar to the Facebook page, which
means it is easily located and identifiable.

12. Page Statistics:
Graph highlights
positive
increase in
terms of both
fans and the
number of
people
discussing and
engaging with
the brand.
Most popular
target
audience
reflects the
age group of
a number of
friends .

13. Fan Comments:
Support Requests:
Spam:

14. • Negative Comment Dealt With:
It is essential
to respond to
customer
complaints as
soon as
possible

15. • Negative Comment Ignored:
More engagement
required in order
to ensure positive
associations with
brand

16. Apps Being Utilized:

17. Apps:
• The App images clearly relate to the caption
underneath meaning they are likely to entice
people to click them for more information.
• The more creative, fun, and rewarding the
Apps are, the more likely people are to click
them and become a fan of the page for future
updates.

18. Apps: Photos

19. Photos
• Uploading photos is one of the most popular
methods for fan engagement, as people can
like, share, and comment on the content.
• Photos can also be uploaded in association
with news related to the brand, campaigns the
brand engages in, and new product lines for
instance. (Examples shown on the next page)

20. Photos

21. Photos
Tayto allow
fans to upload
their own Tayto
pictures. This
form of user
generated
content and
engagement
appeals to a
number of
people and
allows them to
build brand
loyalty and
trust

22. Apps: Videos

23. Videos
Video
information is
provided with a
phone number
for booking
purposes also

24. Videos
However, some videos are
lacking information and captions
which make it difficult for
viewers to understand the
message being communicated.
There isn’t any TV adverts being
uploaded.
There is also a lack of direct links
to Tayto videos or related
channels on Youtube.

25. App: Book Tickets
• Tayto have provided an app for booking tickets
for Tayto Park. However there is an error
encountered when trying to access the feature.
This should be dealt with immediately in order to
maintain positive relations with loyal consumers.
• The presence of such an app is essentially for
directing fans to the brands website, or other
social media pages. However this is being
prevented in this particular case and
disadvantages may include loss of consumer
interest, profit, and trust.

26. Ticket Booking Error:

27. App: House Rules

28. App Criticism:
• The Mr. Tayto facebook page has not provided
links to other social media pages such as their
twitter profile or related Northern Irish Tayto
facebook page.
• Tayto have also failed to provide links to their
itunes apps, which may affect the number of
people downloading them and being aware of
their existence.

30. ‘About’ Information:
Providing a phone
number and
website address
allow people to
enquire about
queries and find
more information
if required
Brand history
allows fans to
gain a greater
insight into the
company, its
past, and values.

31. ‘About’ Information
Clickable life events allow users to
reveal more about the Tayto
brand and its history. Examples
include past campaigns and
original packaging.

32. Examples:

33. Nostalgia!
• Such pictures can evoke feelings of nostalgia!
• ‘‘Nostalgia is worth our serious
attention....Because it is not merely a vapid
yearning for a dead past but a vital emotion
central to all human life and though it can be
our undoing, it can at times be our salvation.’’
(Howland, 1962)

34. LikeAlyzer Statistics for Mr. Tayto Page:

35. LikeAlyzer Statistics for Mr. Tayto Page:

36. LikeAlyzer Statistics for Mr. Tayto Page:

37. LikeAlyzer Statistics for Mr. Tayto Page:

38. LikeAlyzer Statistics for Mr. Tayto Page:
Tayto
Doritos
Hunky
Dorys
Walkers
Ireland

39. Socialbakers Mr. Tayto Page Statistics

40. Socialbakers Mr. Tayto Page Statistics

41. Socialbakers Mr. Tayto Page Statistics

42. Article from The Telegraph
By comparing this
information with the
fan distribution on
the previous page, it
is clear that a number
of Irish people abroad
are likely to be fans of
the page!

43. Opportunities?
• This means that there are potential
opportunities for Tayto to expand into new
markets, or they could also organize a feature
on their website/ social media platforms so
that their products can be mailed abroad as
there is clearly a demand and consumer needs
to satisfy...

44. Evidence!
The Irish Examiner

45. • This ties in with ‘the product ecology.’ In the case
of these people living away from Ireland, Tayto
has a cultural and nostalgia related meaning to
them. ‘‘The
functional, aesthetic, symbolic, emotional and
social dimensions of a product, combined with
other units of analysis, or factors, in the
ecology, help to describe how people make social
relationships with products.’’ (Forlizzi, 2008)

46. Evidence!
Fan Thoughts

47. • However it can be argued that Tayto seem to
be aware of this as a result of running a recent
competition where boxes of the crisps can be
won, therefore allowing them to be sent
anywhere in the world.

48. • Overall Tayto have been successful in offering a
regularly updated social media page with engaging
content.
• They are the best performers in the crisp market in
relation to maintaining a well run facebook
profile, compared to the performance of a number of
competitors mentioned earlier.
• If they can improve performance in certain areas such
as quicker response times, uploading brand
information, and providing links to related social
media, they would be more likely to grow in
popularity, and therefore profitability!

49. References:
• Forlizzi, J. (2008). The Product Ecology: Understanding
Social Product Use And Supporting Design Culture.
International Journal of Design. 2 (1), p11-12.
• Kalb, I. (2012). How Mascots Work, And How To Pick A
Memorable One. Available:
http://www.businessinsider.com/how-memorablemascots-can-make-you-more-money-2012-1. Last
accessed 1st December 2013.
• Lury, C. (2004). Brands: The logo’s of the global
economy. London: Routledge.