The document analyzes Tayto's social media presence on Facebook, Twitter, and YouTube and compares it to competitors like Walkers. On Facebook, the Mr. Tayto page is popular with over 261,000 fans, but could improve by adding more information and links. On Twitter, @MrTaytoIreland lacks a bio and tweets inconsistently, scoring lower than Walkers. Tayto has no official YouTube channel, missing opportunities to showcase brand videos, unlike Walkers which has an active channel. In summary, while Tayto connects with fans through nostalgia and Irish pride, its social media can be more organized, interactive and linked across platforms to better promote the brand against competitors.

1. Team 13- Tayto
JOHN CURRAN- 11420548
NIALL O'CONNOR- 11392736
NICOLA STAFFORD- 11339216
MN329- Social Media

2. Facebook analysis
Tayto

3. Search Results:

4. Search Results:

5. Places:

6. Groups:

7. #Tayto Results:

8. Apps:

9. 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)

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

11. 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

12. 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.

13. 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 .

14. Fan Comments:
Support Requests:
Spam:

15. 
Negative Comment Dealt With:
It is essential to
respond to customer
complaints as soon
as possible

16. 
Negative Comment Ignored:
More engagement required
in order to ensure positive
associations with brand

17. Apps Being Utilized:

18. 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.

19. Apps: Photos

20. 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)

21. Photos

22. 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

23. Apps: Videos

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

25. 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.

26. 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.

27. Ticket Booking Error:

28. App: House Rules

29. 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.

31. „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.

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

33. Examples:

34. 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)

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:

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

40. Socialbakers Mr. Tayto Page Statistics

41. Socialbakers Mr. Tayto Page Statistics

42. Socialbakers Mr. Tayto Page Statistics

43. 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!

44. 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...

45. Evidence!
The Irish Examiner

46.  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)

47. Evidence!
Fan Thoughts

48. 
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.

49. 
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!

50. Twitter Analysis: Tayto

51. Quick Twitter Search Of “Tayto”
Under People Category.
Poor positioning for Tayto. They
should aim to be the first person to
come up when people search for
Tayto.

52. Some Stats For
@MrTaytoIreland
Brand Is Easily Identifiable :
Tayto keep the common
theme of their mascot
throughout their social
media pages. This helps
customers to keep the
brand image of Tayto fresh
in their memory.

53. Critique
• No bio: Tayto should
have a description about
themselves. This would
also help to optimise
search results for them.
• Bennets, K 2013 says
people decide to follow
you based on your bio.
• This is why it is of high
importance that Tayto
create a bio for their
Twitter page.

54. Twitter Influence
Influencers are “Individuals
who disproportionately impact
the spread of information or
some related behaviour of
interest” .
According to Tweetlevel:
curators are one of the most
influential groups on Twitter.
Curators maintain discussion on
Twitter even when others have
left.

55. Things Tayto Tweet About
Tayto emphasizing
the fact that they‟re
Irish.
This makes people
feel pride in the
product.

56. How Do Tayto Compare To Their Competition?
• Walkers Crisps are a full
20 points ahead of Tayto.
• Tayto need to interact
with their customers
more to improve this
score.

57. Why Have Walkers Got A Better Twitter Influence
Than Tayto?(1)
Bio +URL: Walkers have a nice
bio. It shows their friendly side
and entices people to click
onto their Twitter page. Also the
URL further links to their Twitter
page.

58. Why Have Walkers Got A Better Twitter
Influence Than Tayto?(2)
Verification : This
helps Walkers
followers to
know that they
are the real
account.
Walkers tweet more, follow more people
and have more followers. They interact
more with their followers.
Walkers have also linked their
website and location to their Twitter
page. This increases consumer trust.

59. Things Tayto Do Well On Twitter
NOSTALGIA: As we said earlier
“nostalgia is a vital emotion central to
all human life” Howland 1962

60. Things Tayto Do Well On Twitter
CHARITY:
Tayto promote things
such as Movember.
By giving/ contributing to
charity a companies image is
often enhanced in the public‟s
perception. Henderson, KJ 2013

61. Things Tayto Do Well On Twitter
Promoting Their “Irishness”:
• O‟Doherty 2013 found that 80% Irish shoppers
wanted to buy Irish.
• Tayto promote this as they know 81% of people
believe Irish produce is of a high standard.

62. Competitions
By getting people to RT Tayto gets reach to more
people. This is clever by Tayto.
Also the international competition bodes well being
linked into their Facebook page.

63. Tayto‟s TweetStats
As you can see by the graph, Tayto tweet
different amounts on different days. If they
became more regular it would improve
their influence on Twitter.

64. #Tayto
Tayto have a
decent reach
of people and
timeline
deliveries.

65. Tayto should be the most influential person. Also 3 tweets a day is far
from enough. Most people recommend no more than ten times a day
and no less than 5 for a business. Moon, G (2013)

66. Tweet Reach For Tayto
• Tayto‟s reach is
good. Their reach is
18,968 and 39,270
impressions
• However when you
compare it to
Walkers score of
31,674 and 35,863.
Tayto are again
lacking against their
competitors.

67. More Stats.

68. Retweet Rank Of Mr.Tayto Ireland
Tayto rank well in terms of retweet
rank. They scored 98.08 percentile
which is very good considering 100
percentile is the best.
Tayto are doing better than Walkers in
this department. Walkers were 95.72
percentile and ranked 251,301 in
retweet rank.

69. Style Of Tayto
According to TWITALYZER a
casual user is someone who
“are exactly that, individuals
who drop in and out of
Twitter on a whim, treating
the network as a social
channel when it suits their
needs.”

70. Under things Mr.Tayto tweets about there
is no mention of crisps. They should be
talking about their product more.
#CrispyJumper is the hashtag Mr.Tayto
uses. This is a strange hashtag but at least
it has something to do with the product.

71. Tayto‟s Social
Mentions
Key Stats:
•
Positive (27) is greater than
negative(3). This means that
Tayto tweet happier stuff
which is good for customers.
•
23% passion is quite weak. I
would prefer Tayto’s Twitter to
have more passion.
•
Tayto, mrtaytoireland and
crisps are among the top
keywords. I am happy to see
that the brand and brand
name are up here.

72. Tweets about Crisps and Tayto
• If Tayto‟s tweets could
overlap with the crisp
tweets it would be
fantastic for the brand.
• This is what Tayto should
aim at doing.

73. Tweets about Crisps, Tayto and Walkers
As you can see by the graph from the
29/11 to the 8/12 Walkers absolutely
dominated this area. This kind of
domination is bad news for Tayto. They
need to aim to reduce this.

74. Tayto vs Walkers

75. Tayto vs Walkers-Detailed
Walkers beat Tayto in all the
bottom charts. Walkers have:
• A better engagement rate,
• More average followers per
day
• More total tweets
• More average tweets per
week.

76. Mapped Location of @MrTaytoIreland‟s
Followers
• Followers
spread out
throughout the
world,
especially
Europe.
• Large majority
as expected
from Ireland

77. Active hours for @MrTaytoIreland
Tayto‟s most active
hours are at 10:00 and
16:00. Studies from bit
rebel suggest 17:00 is
the best time to tweet
in terms of RT‟s.

78. The Science of
Social Timing

79. Social Authority of Tayto‟s followers

80. Regencies' of Tayto‟s followers tweets.
As you can see 6.4% of Tayto‟s
followers most recent tweet was
between 1 month and 2 years
ago.
Inactive followers don‟t add
anything to Tayto as they can‟t
interact and/or RT.

81. Tayto followers language
All of Tayto‟s followers speak
English so they don‟t have to worry
about translation.

82. Retweets as a % of timelines MrTayto follows

83. Bio word and location word count of users
Tayto follows
Both Tayto’s word and location cloud
are Irish oriented.
This brings us back to the fact that 80%
Irish shoppers wanted to buy Irish. (O
Doherty, 2013.)

84. YouTube Analysis: Tayto

85. YouTube

86. Search results
Search results when
searching for Tayto
under the “video” filter.

87. Search Results
More search results for
Tayto under the “video”
filter.

88. Search results
Results given when
searching for Tayto under
the “channel” filter.
It is clear that Tayto does not
have an official YouTube
channel.

89. This channel is the only one which
appears to be anyway related to the
Tayto brand.
However, when you look closer it is
clear that it is simply a YouTube
generated channel and not an
official Tayto channel.

90. Popular videos
This video of popular Irish comedian
Dara Ó'Briain is by far the most
viewed Tayto related video on
YouTube with a total of 146,112 views
and counting.

91. Popular videos
Another popular Tayto
related video is this one
from the Republic of Telly
which was uploaded only
last month and has nearly
22,000 views.

92. 
There are a number of other videos on YouTube which are some how related to Tayto. These
videos come in the form of tours of the Tayto factory, a day out at Tayto park, old Tayto adverts
and customer reviews of Tayto products.

93. Critique

Tayto could benefit greatly by creating an official Tayto YouTube channel. By doing this
they could compile all Tayto related YouTube videos, videos which were both uploaded
by themselves and other YouTube users and fans. By doing this it would be a lot easier
for an users to search for and find Tayto related videos.

Also if Tayto were to create an official YouTube account it would be a lot easier for users
to differentiate between which videos are just fan videos or user uploaded videos and
which ones are uploaded by Tayto themselves.

94. Tayto compared to competitors
VS

95. Walkers
Your text here
Walkers Crisps have an
official YouTube channel
with a total of 59 videos
uploaded.

96. Walkers
Their channel is clearly laid out into
different sections with each video
being clearly labelled and easy to
find.

97. Walker statistics
Some general figures
about the Walker„s
YouTube channel show
that they have an
impressive total of
nearly two and a half
million over all views.

98. Walkers statistics
These statistics highlight the regularity
of the Walker„s channel‟s activity and
also of the subscriber‟s activity.
It is not possible to generate such figures
and statistics for Tayto on YouTube as they
do not have an official channel.

99. Critique contd.

Walkers make it far easier to construct such graphs with statistics and figures as they
have an official YouTube channel which they use and update on. Regular and
consistent basis.

From the figures shown we can see where Walkers have peaked in some areas and
dropped slightly in others.

As already mentioned, it is very difficult to generate such graphs and figures for Tayto as
they have a very minimal use of YouTube and do not have an official channel.

It is strongly advised that Tayto set up an official YouTube channel and update it
regularly by uploaded videos at least once a month.

100. Tayto on YouTube compared to Facebook and
twitter

Although there is room for improvement on both the Tayto Facebook page and the Tayto
Twitter account, these other accounts look perfect in comparison to Tayto‟s use of
YouTube.

YouTube could be a great way for Tayto to interact with customers and fans by
encouraging them to upload videos of them with the Tayto products.

However, Tayto have a long way to go before this is possible and must first create an
official YouTube channel.

Tayto could learn a lot from Walker‟s use of YouTube and would benefit greatly by
following in their footsteps.

101. Google Trends

102. Google Trends- Tayto
A: Cadbury pushes Tayto out of
top 5 best-selling brands
B: Mr Tayto bags victory as Lineker
ruled offside
C: Tayto takes on 58 new staff
D: Even Mr. Tayto is a chocaholic
E: 80 new jobs created at Tayto
Park
F: Move over mickey Tayto has a
new park
G: Empire expands as Tayto snaps
up failing crisp firm.

103. Regional Interest + Related Searches for
Tayto
Related Searches

104. SEO Analysis of Tayto

105. 5 popular anchor texts in Tayto‟s links.

106. Top 5 pages on Taytocrisps.ie

107. Pinterest

108. Pinterest analysis: Tayto

109. Search results
The search results for Tayto are
a lot more relevant and easy
to find than on YouTube.

110. Nostalgia among Pinterest users
As seen earlier in Tayto‟s Facebook page,
posting pictures of old Tayto crisp wrappers
can evoke the feeling of nostalgia and
remind people of fond memories.

111. We can see a humorous aspect
of Tayto here in this user
submitted picture where Mr.
Tayto is seen to be running for
election.
We can see here how Mr. Tayto
is a huge part of the Tayto
brand as a whole.

112. Tayto on pinterest

Tayto crisps appear to be a very popular topic on Pinterest.

Because pinterest is full of user submitted information and the majority of Pinterest
accounts are general users rather than businesses, users can upload anything they want.

Because there are more user accounts than business accounts on Pinterest, any of the
related Tayto posts on Pinterest are the opinions and thoughts of Tayto customers, and in
this case they all appear to be positive results.

Pinterest is one of the lesser used social media websites, especially among businesses. If
Tayto‟s use of other social media websites such as Facebook and twitter were anything
to go by then it would be a huge surprise if they were to have a Pinterest account.

113. Why should Tayto use Pinterest?

There are just over 70 different posts related to Tayto on Pinterest, with not one of them
coming from an official Tayto account.

This just shows us that there is already a big enough user recognition of Tayto on Pinterest
already.

As with YouTube, if Tayto were to create and use a Pinterest account, this would
improve the already popular topic of Tayto products on Pinterest.

Based on figures and statistics for the amount of people who have emigrated in recent
years, there would also be a demand for a Pinterest and a YouTube account from users
abroad who still like to follow one of the biggest Irish brands.

114. Flickr

115. Quick Search of Tayto on Flickr

116. Most Recent photo‟s of Tayto Crisps
on Flickr

120. Username
with „tayto‟
appearing
in results

123. Honest opinion from
a big Tayto fan!

124. Slideshare

125. Tayto on Google discussions

126. Tayto on Google books

127. Scribd
Scribd is the world‟s largest digital library,
where users can discover books and
written works of all kinds on the web or
on any mobile device. Scribd contains
more than 40million books and
documents.

128. Tayto on scribd
When searching for Tayto crisps on
scribd, the results are limited. The
only search tab which gives any
relevant results is the “documents”
tab. Every other tab has no results or
results that are irrelevant.

129. Scribd

There is room for way more Tayto related documents on scribd.

There should be more written documents such as newspaper articles, written reviews of
both products and trips to Tayto park, and any fan written documents.

This would all contribute to Tayto‟s popularity on Scribd and also add to their overall
popularity on all social networks.

130. Tayto should have articles like the one above on all of their social media websites,
especially Facebook and twitter where they reach the largest audience. Tayto
could also use their non existent Pinterest and Scribd accounts to promote this
article.

131. Google plus
Google plus is a social
networking site owned and
operated by Google Inc. It is
the second largest social
networking site in the world,
with more than three and a
half million users.

132. Tayto and Google plus
Surprisingly enough, Tayto do
in fact have a Google plus
account. It is not a hugely
used account but is still an
account all the same. The
account has not been
updated since 2011 so there is
definitely room for
improvement here.

133. Mr. Tayto‟s Google+ account

134. Mr. Tayto‟s Google plus account

135. Mr. Tayto‟s Google plus account

136. Tayto and Google plus

As already mentioned, Tayto‟s Google plus account has room for huge improvement.

The account hasn„t been updated at all since 2011.

Any social media page, especially one for a business, needs to be updated multiple
times a day in order to stay relevant.

As with many of Tayto‟s other social media accounts, or lack there of in the case of
YouTube and pinterest, Tayto‟s Google plus account leaves a lot to be desired.

137. Google images search of Tayto

138. Google Images Search overview
Plenty more relevant
images of crisps on
Google images
compared to Flickr

139. Google Images Search overview
continued

140. (Graphs.net,
2013)
Facts on nutrition

143. Crisp Facts

Crisps can be found in 69% of children's lunchboxes (Hartson, 2013)

While watching TV, crisps are the only thing people like eating more than chocolate
(Hartson, 2013)

Eating a pack of crisps a day equates to drinking 5 litres of cooking oil a year (Naish, 2013)

A Yougov study found that a third of british children eat crisps everyday. (MacLeod, 2013)

Dr.Mozaffarian cited in (Naish, 2013) states that crisps are the single largest contributor to
the obesity epidemic in the America.

144. Tayto in the news!

145. Tayto in recent news
This article is only from
September 2013 and Tayto
should have posted it to their
various social media
accounts.

146. Tayto in recent news
Huge attention came about recently
over the première of Anchorman 2. The
cast did a taste test of Tayto and King
crisps. Again Tayto should have used
this on their social networking sites as it
would have generated major
attention.

147. References
• Adams, D.. (2012). The Best Time Of Day To Tweet (To Get The Most RTs). Available:
http://www.bitrebels.com/social/the-best-time-of-day-to-tweet-to-get-the-most-rts/. Last accessed 15
Dec 2013.
• Bennetts, K. (2013) THE IMPORTANCE OF YOUR SOCIAL MEDIA PROFILE BIO. Available:
http://www.silversparrowsm.au/2013/07/23/the-importance-of-your-social-media-profile-bio/ Last
accessed 15 Dec 2013
• Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use And Supporting Design Culture.
International Journal of Design. 2 (1), p11-12.
• Graphs.net. (2013). Potato nutrition facts and benefits infographic. Available:
http://graphs.net/201207/potato-nutrition-facts-and-benefits.html. Last accessed 23rd December 2013.
• Hartson, W. (2013). Top 10 facts about crisps. Available:
http://www.express.co.uk/fun/top10facts/430036/Top-10-facts-about-crisps. Last accessed 20th
December 2013.
• Henderson, KJ. (2013). Advantages for Corporations Sponsoring Charitable Organizations. Available:
http://smallbusiness.chron.com/advantages-corporations-sponsoring-charitable-organizations503.html …. Last accessed 18 Dec 2013

148. References contd.
•
•
Kalb, I. (2012). How Mascots Work, And How To Pick A Memorable One. Available:
http://www.businessinsider.com/how-memorable-mascots-can-make-you-more-money2012-1. Last accessed 1st December 2013.
Lury, C. (2004). Brands: The logo’s of the global economy. London: Routledge.
•
MacLeod, H. (2013). 1/3 of children eat crisps daily. Available:
http://yougov.co.uk/news/2013/03/27/13-children-eat-crisps-daily/. Last accessed 20th
December 2013.
•
Moon, G (2013). How Often Should I Tweet. Available: http://todaymade.com/blog/howoften-should-i-tweet/ . Last accessed 16 Dec 2013

149. References contd.
•
Naish, J. (2013). Eating one pack a day is likedrinking FIVE LITRES of cooking oil a year: the
frightening truth about crisps. Available: http://www.dailymail.co.uk/health/article2305983/Crisps-Eating-pack-day-like-drinking-FIVE-LITRES-cooking-oil-The-frightening-truthcrisps.html. Last accessed 20th December 2013
•
O' Doherty, C. (2013). Shoppers like to support Irish brands. Available:
http://www.irishexaminer.com/archives/2013/0828/business/shoppers-like-to-support-irishbrands-241223.html. Last accessed 1 Dec 2013.