Assessing the gaps between Tim Hortons current brand perception vs. where it aims to be via a digital media audit which also analyzes other factors such as customer engagement, creative content and consistency across platforms.
Tim Hortons aims to engage customers through digital platforms like its mobile app, website, and social media accounts. However, an analysis found its digital strategy lacks consistency and ignores customer feedback. While platforms like Twitter see high engagement, others like the website perform poorly. Competitors like Second Cup and Starbucks have more successful digital presences. Tim Hortons must optimize its platforms to reflect its brand and increase meaningful customer engagement.
The Impact of Digital Marketing on Tim HortonsJasmine Li
A digital marketing audit on Tim Horton’s digital marketing. An analysis of Tim Horton’s platforms (website, Twitter, Facebook, YouTube and Instagram), with comparisons to their top competitors (Starbucks, Second Cup and McDonalds) along with a gap analysis and recommendations to help improve their digital marketing.
Tim Hortons: Analyzing Brand Reputation Through Digital Media AuditingSarita Prashad
Tim Hortons aims to engage customers through digital platforms like its mobile app, website, and social media accounts. However, an analysis found its digital strategy lacks consistency and ignores customer feedback. While platforms like Twitter see high engagement, other areas like the website and YouTube need optimization. Competitors like Second Cup and Starbucks engage customers better through timely responses and relevant content. Tim Hortons must focus on reflecting its brand across all platforms to improve its reputation and address the gap between its brand promise and customer experience.
The document provides a social media strategy for Tim Hortons. It includes an audit of Tim Hortons' current social media presence, objectives to increase engagement on platforms like Facebook and Twitter, guidelines for brand persona and content, and plans for content creation, community partnerships, and responding to critical incidents. Key metrics like website traffic and follower growth will be tracked quarterly to measure progress.
Starbucks' 2016 social media strategy focused on increasing engagement through creative visual content. Objectives included boosting visual content by 30% and brand engagement by 45% within 6-12 months. An audit found audiences were highly engaged on Twitter and Facebook with opportunities on Instagram. Strategies involved paid, owned and earned posts across platforms using hashtags and employee spotlights. Performance was tracked using metrics like posts, interactions and sentiment analysis with positive feedback on visuals and stories but negative sentiment around long wait times.
Tim Hortons is a Canadian fast food chain known for coffee and baked goods. It has expanded globally through franchising, with over 4,000 locations across Canada, the United States, and the Middle East. The company began in 1964 with one location in Ontario, and grew through expanding its menu offerings and acquiring other brands. Most recently, in 2014 it merged with Burger King to form Restaurant Brands International, increasing its annual sales to over $23 billion and nearly doubling its store locations worldwide. Tim Hortons continues to focus on international growth, especially in the United States and Middle East markets.
Tim Horton's is launching its first location in Pakistan. It will target the upper middle class demographic in Karachi who value quality, premium products and international brands. The digital strategy will focus on generating hype and awareness through social media promotions before the launch. This will include contests and giveaways to build excitement. After launching, ongoing social media engagement and loyalty programs will aim to develop a loyal customer base. The total investment is estimated at 8.6 million PKR covering start-up costs, inventory, marketing and one year of operations. Revenue in the first year from coffee, tea and food sales is forecasted to be over 7.4 million PKR.
Chipotle uses various social media platforms like Facebook, Twitter, Instagram, Pinterest, Google+, and YouTube to promote its mission of serving food with integrity. It has millions of followers across platforms and analyzes its social media strategy, including effective campaigns and opportunities for improvement. Chipotle aims to enhance customer loyalty and brand awareness through social media by promoting its healthy, organic options and encouraging customer feedback.
Tim Hortons aims to engage customers through digital platforms like its mobile app, website, and social media accounts. However, an analysis found its digital strategy lacks consistency and ignores customer feedback. While platforms like Twitter see high engagement, others like the website perform poorly. Competitors like Second Cup and Starbucks have more successful digital presences. Tim Hortons must optimize its platforms to reflect its brand and increase meaningful customer engagement.
The Impact of Digital Marketing on Tim HortonsJasmine Li
A digital marketing audit on Tim Horton’s digital marketing. An analysis of Tim Horton’s platforms (website, Twitter, Facebook, YouTube and Instagram), with comparisons to their top competitors (Starbucks, Second Cup and McDonalds) along with a gap analysis and recommendations to help improve their digital marketing.
Tim Hortons: Analyzing Brand Reputation Through Digital Media AuditingSarita Prashad
Tim Hortons aims to engage customers through digital platforms like its mobile app, website, and social media accounts. However, an analysis found its digital strategy lacks consistency and ignores customer feedback. While platforms like Twitter see high engagement, other areas like the website and YouTube need optimization. Competitors like Second Cup and Starbucks engage customers better through timely responses and relevant content. Tim Hortons must focus on reflecting its brand across all platforms to improve its reputation and address the gap between its brand promise and customer experience.
The document provides a social media strategy for Tim Hortons. It includes an audit of Tim Hortons' current social media presence, objectives to increase engagement on platforms like Facebook and Twitter, guidelines for brand persona and content, and plans for content creation, community partnerships, and responding to critical incidents. Key metrics like website traffic and follower growth will be tracked quarterly to measure progress.
Starbucks' 2016 social media strategy focused on increasing engagement through creative visual content. Objectives included boosting visual content by 30% and brand engagement by 45% within 6-12 months. An audit found audiences were highly engaged on Twitter and Facebook with opportunities on Instagram. Strategies involved paid, owned and earned posts across platforms using hashtags and employee spotlights. Performance was tracked using metrics like posts, interactions and sentiment analysis with positive feedback on visuals and stories but negative sentiment around long wait times.
Tim Hortons is a Canadian fast food chain known for coffee and baked goods. It has expanded globally through franchising, with over 4,000 locations across Canada, the United States, and the Middle East. The company began in 1964 with one location in Ontario, and grew through expanding its menu offerings and acquiring other brands. Most recently, in 2014 it merged with Burger King to form Restaurant Brands International, increasing its annual sales to over $23 billion and nearly doubling its store locations worldwide. Tim Hortons continues to focus on international growth, especially in the United States and Middle East markets.
Tim Horton's is launching its first location in Pakistan. It will target the upper middle class demographic in Karachi who value quality, premium products and international brands. The digital strategy will focus on generating hype and awareness through social media promotions before the launch. This will include contests and giveaways to build excitement. After launching, ongoing social media engagement and loyalty programs will aim to develop a loyal customer base. The total investment is estimated at 8.6 million PKR covering start-up costs, inventory, marketing and one year of operations. Revenue in the first year from coffee, tea and food sales is forecasted to be over 7.4 million PKR.
Chipotle uses various social media platforms like Facebook, Twitter, Instagram, Pinterest, Google+, and YouTube to promote its mission of serving food with integrity. It has millions of followers across platforms and analyzes its social media strategy, including effective campaigns and opportunities for improvement. Chipotle aims to enhance customer loyalty and brand awareness through social media by promoting its healthy, organic options and encouraging customer feedback.
Tim Hortons is a Canadian fast food restaurant chain known for coffee and donuts. It serves over 2 billion cups of coffee annually and has annual revenue of around $3.29 billion USD. Tim Hortons relies on a vertically integrated supply chain that sources coffee beans from plantations, roasts and packages the coffee, distributes it globally to their 4,846 restaurants worldwide, where products are prepared for customers. The company focuses on franchise operations, quality products, community investment, and ensuring franchise success.
Colgate- Palmolive:The Precision Toothbrush case analysisNavdeep Jain
This is a case analysis of Harvard Business School case, Colgate-Palmolive Company: The Precision Toothbrush prepared under the guidance of Prof. Sameer Mathur
Maersk Line is the largest container shipping company in the world. They began using social media in 2008 by listening to conversations for 2-3 years and analyzing trends. They created a strategy to address issues with shipping in the icy Baltic Sea by creating an educational report and targeted digital advertising. This led to an increase in new clients and business. Maersk Line now has over 1 million Facebook fans and uses social media effectively with a focus on customer service, sales, and internal communications.
The document discusses expanding an established hummus bar business internationally. The hummus bar is successful in Hungary with 7 locations and loyal customers due to its cheap, healthy fast food. Market research found most customers regularly buy hummus products. For international expansion, the hummus bar should focus on domestic growth first to increase brand awareness and business through local wholesale stores before expanding further.
Domino's Pizza India Digital Marketing Campaign Idea 2019 presentationAnil Poonia
This PPT includes the Digital marketing Campaign Idea for Domino's Pizza Brand, It covers
1.Introduction to the Brand
2.360° Marketing
3.Mood Board
4.Competitors Analysis
5. In-depth Survey
6.Target Audience and Buyer Persona
7.Customer Journey(For a New and Existing Customer)
8.Campaign Ideas (On Facebook and Instagram, Google Platforms, TikTok, Traditional Idea for increasing app downloads)
9.Email Marketing for the Campaign
10.Media Plan
11. Remarketing
12.Blog Ideas
TikTok Facebook Stories Instagram Stories Social Media Success Feb 2022Jonny Ross
This document discusses using TikTok, Facebook Stories, and Instagram Stories for business marketing. It provides an overview of each platform and their key user demographics and engagement stats. Examples are given of campaigns run by Fortnite, the NBA, Minimalist Baker, and Buffer that utilized trends, challenges, recipes, and quizzes. Best practices outlined include using interactive features, directing audiences to websites, and creating paid ads that catch attention. The document advocates using simple, authentic, and engaging content tailored to each platform's audience.
AD COOP is a Moroccan company that exports Argan oil and other natural products. Their current marketing strategy relies on word of mouth and trade shows. The digital marketing plan proposes improvements in three key areas:
1. Optimizing their website to improve usability, content and search engine optimization.
2. Implementing a Google AdWords campaign to drive more traffic to the site.
3. Enhancing their social media presence on Facebook and Twitter through better content, engagement and identifying influencers.
The goals are to increase website visits, improve search engine rankings, and expand brand awareness through leveraging digital channels. Recommendations focus on understanding customers and testing various strategies to determine the most
HomeMadePizza Co's brand strategy document outlines their brand vision, objectives, and SWOT analysis. Their brand vision is to serve health conscious consumers with fresh, affordable pizzas and a unique experience. Key brand objectives are to increase awareness, enhance recall, and drive choice. A SWOT analysis identifies strengths like fresh ingredients, weaknesses like limited appeal to younger demographics, opportunities like health trends, and threats like potential copying by major competitors. The document recommends targeting families with children, provides a competitive assessment, and outlines brand elements and positioning strategies.
Petco is the second largest pet supply retailer in the US with over 900 stores. While Petco has built a strong brand through consistent branding across marketing efforts, consumer research reveals some brand confusion with chief competitor PetSmart. To grow its market share and establish a unique brand position, Petco should implement strategies like targeted advertising, demographic segmentation, strategic partnerships, and website enhancements. These efforts will help Petco distinguish its brand and grow equity within consumers' minds.
The document outlines the agenda for Tim Hortons' 2014 Investor Conference. The morning session will include introductions and presentations on the company's strategic direction from the CEO and insights from the Chief Marketing Officer. The afternoon session will feature presentations from various executives on strategic pillars in Canada, the U.S., and internationally, as well as financial strategy. A Q&A session with executives is scheduled at the end. The document also provides a safe harbor statement regarding forward-looking information presented.
Chipotle Crisis Communication AnalysisJulian Gross
Chipotle has experienced E. coli and norovirus outbreaks in 2015-2016 that sickened hundreds and caused a drop in sales and stock prices. The company must rebuild trust with customers and investors by emphasizing its food safety efforts through social media, transparency with the media, and highlighting its commitment to food integrity. Measuring the effectiveness of these communications strategies through surveys, social media analytics, and sales benchmarks will help Chipotle assess its progress in restoring its brand.
Battle of the coffee brands in social mediaJHergianto
This document provides a comparative analysis of the social media presence and branding of Dunkin' Donuts and Starbucks. It analyzes their websites, social media accounts, video content, sentiment analysis and trends. The key findings are that Starbucks far outweighs Dunkin' Donuts in terms of social media following and engagement across all platforms, and that Starbucks' branding as a lifestyle brand resonates more strongly with consumers and invites more emotional connection and sharing online.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
Launching Amazon Go
What, how and where should we communicate to resonate with our target audience and get the biggest spread, for the lowest cost, with the highest impact?
Communication Strategy _Tim Hortons V2.0.pptAsifAdnan33
This document outlines a communication plan to launch a new Tim Hortons coffee brand in Bangladesh. It begins by describing the existing coffee market in Bangladesh and current competitors. The plan then discusses the brand's mission, vision, target audience, positioning, and marketing mix. Key elements of the marketing mix include premium pricing, focus on quality coffee and food, and creating an exclusive in-store experience. Promotional strategies include coupons, contests, samples, and social media campaigns. The plan also proposes leveraging technology through a mobile app and website, as well as extending the brand through coffee packs and a potential drive-thru option.
The document provides an overview and analysis of Starbucks using the PESTEL framework. It begins with milestones in Starbucks' history from 1971 to present. It then analyzes Starbucks using PESTEL, covering political, economic, social, technological, environmental, and legal factors. These include issues around stability, taxes, social goals, technology innovations, sustainability efforts, and employment law. The conclusion emphasizes the importance of marketing, corporate social responsibility, and brand image for Starbucks' future success.
This marketing plan proposes an app-based online grocery delivery service. It aims to provide high quality groceries at lower prices than local stores and deliver them within 5 minutes. The plan is to acquire local stores by making them partners and cover all of a city or town. The zero-budget marketing plan involves collaborating with local stores, developing an app, conducting door-to-door publicity, and then starting sales on the app. The goal is to become the main marketplace for groceries and establish nationwide by targeting customers' daily needs.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Tim hortons- Marketing Competitive AnalysisKeshav Arora
Tim Hortons is Canada's largest restaurant chain known for being authentically Canadian. However, it is struggling to renew its identity. The document analyzes Tim Hortons' social media presence and engagement across platforms like Facebook, Twitter, Instagram and YouTube. It finds that Tim Hortons is inconsistent in its social media activity and engagement. In comparison, its competitors like McDonald's and Starbucks have more successful social media strategies. The document provides recommendations for Tim Hortons to improve its social media engagement, content frequency, and develop a more consistent brand tone.
Exploring Starbucks with audit tools today!!Bharati Birdi
Starbucks aims to be a premium coffeehouse known for excellent service and coffee. Its digital objectives are to increase app usage and customer engagement. Starbucks performs well on social media in terms of audience size and engagement, but could improve response times. Its website loads slowly and lacks language options. Competitors like Tim Hortons engage audiences better on Facebook and YouTube with more frequent posts and country-specific content. Starbucks can close engagement gaps by adapting technology for innovative communication, running targeted campaigns, and creating a Canada-specific YouTube channel.
Tim Hortons is a Canadian fast food restaurant chain known for coffee and donuts. It serves over 2 billion cups of coffee annually and has annual revenue of around $3.29 billion USD. Tim Hortons relies on a vertically integrated supply chain that sources coffee beans from plantations, roasts and packages the coffee, distributes it globally to their 4,846 restaurants worldwide, where products are prepared for customers. The company focuses on franchise operations, quality products, community investment, and ensuring franchise success.
Colgate- Palmolive:The Precision Toothbrush case analysisNavdeep Jain
This is a case analysis of Harvard Business School case, Colgate-Palmolive Company: The Precision Toothbrush prepared under the guidance of Prof. Sameer Mathur
Maersk Line is the largest container shipping company in the world. They began using social media in 2008 by listening to conversations for 2-3 years and analyzing trends. They created a strategy to address issues with shipping in the icy Baltic Sea by creating an educational report and targeted digital advertising. This led to an increase in new clients and business. Maersk Line now has over 1 million Facebook fans and uses social media effectively with a focus on customer service, sales, and internal communications.
The document discusses expanding an established hummus bar business internationally. The hummus bar is successful in Hungary with 7 locations and loyal customers due to its cheap, healthy fast food. Market research found most customers regularly buy hummus products. For international expansion, the hummus bar should focus on domestic growth first to increase brand awareness and business through local wholesale stores before expanding further.
Domino's Pizza India Digital Marketing Campaign Idea 2019 presentationAnil Poonia
This PPT includes the Digital marketing Campaign Idea for Domino's Pizza Brand, It covers
1.Introduction to the Brand
2.360° Marketing
3.Mood Board
4.Competitors Analysis
5. In-depth Survey
6.Target Audience and Buyer Persona
7.Customer Journey(For a New and Existing Customer)
8.Campaign Ideas (On Facebook and Instagram, Google Platforms, TikTok, Traditional Idea for increasing app downloads)
9.Email Marketing for the Campaign
10.Media Plan
11. Remarketing
12.Blog Ideas
TikTok Facebook Stories Instagram Stories Social Media Success Feb 2022Jonny Ross
This document discusses using TikTok, Facebook Stories, and Instagram Stories for business marketing. It provides an overview of each platform and their key user demographics and engagement stats. Examples are given of campaigns run by Fortnite, the NBA, Minimalist Baker, and Buffer that utilized trends, challenges, recipes, and quizzes. Best practices outlined include using interactive features, directing audiences to websites, and creating paid ads that catch attention. The document advocates using simple, authentic, and engaging content tailored to each platform's audience.
AD COOP is a Moroccan company that exports Argan oil and other natural products. Their current marketing strategy relies on word of mouth and trade shows. The digital marketing plan proposes improvements in three key areas:
1. Optimizing their website to improve usability, content and search engine optimization.
2. Implementing a Google AdWords campaign to drive more traffic to the site.
3. Enhancing their social media presence on Facebook and Twitter through better content, engagement and identifying influencers.
The goals are to increase website visits, improve search engine rankings, and expand brand awareness through leveraging digital channels. Recommendations focus on understanding customers and testing various strategies to determine the most
HomeMadePizza Co's brand strategy document outlines their brand vision, objectives, and SWOT analysis. Their brand vision is to serve health conscious consumers with fresh, affordable pizzas and a unique experience. Key brand objectives are to increase awareness, enhance recall, and drive choice. A SWOT analysis identifies strengths like fresh ingredients, weaknesses like limited appeal to younger demographics, opportunities like health trends, and threats like potential copying by major competitors. The document recommends targeting families with children, provides a competitive assessment, and outlines brand elements and positioning strategies.
Petco is the second largest pet supply retailer in the US with over 900 stores. While Petco has built a strong brand through consistent branding across marketing efforts, consumer research reveals some brand confusion with chief competitor PetSmart. To grow its market share and establish a unique brand position, Petco should implement strategies like targeted advertising, demographic segmentation, strategic partnerships, and website enhancements. These efforts will help Petco distinguish its brand and grow equity within consumers' minds.
The document outlines the agenda for Tim Hortons' 2014 Investor Conference. The morning session will include introductions and presentations on the company's strategic direction from the CEO and insights from the Chief Marketing Officer. The afternoon session will feature presentations from various executives on strategic pillars in Canada, the U.S., and internationally, as well as financial strategy. A Q&A session with executives is scheduled at the end. The document also provides a safe harbor statement regarding forward-looking information presented.
Chipotle Crisis Communication AnalysisJulian Gross
Chipotle has experienced E. coli and norovirus outbreaks in 2015-2016 that sickened hundreds and caused a drop in sales and stock prices. The company must rebuild trust with customers and investors by emphasizing its food safety efforts through social media, transparency with the media, and highlighting its commitment to food integrity. Measuring the effectiveness of these communications strategies through surveys, social media analytics, and sales benchmarks will help Chipotle assess its progress in restoring its brand.
Battle of the coffee brands in social mediaJHergianto
This document provides a comparative analysis of the social media presence and branding of Dunkin' Donuts and Starbucks. It analyzes their websites, social media accounts, video content, sentiment analysis and trends. The key findings are that Starbucks far outweighs Dunkin' Donuts in terms of social media following and engagement across all platforms, and that Starbucks' branding as a lifestyle brand resonates more strongly with consumers and invites more emotional connection and sharing online.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
Launching Amazon Go
What, how and where should we communicate to resonate with our target audience and get the biggest spread, for the lowest cost, with the highest impact?
Communication Strategy _Tim Hortons V2.0.pptAsifAdnan33
This document outlines a communication plan to launch a new Tim Hortons coffee brand in Bangladesh. It begins by describing the existing coffee market in Bangladesh and current competitors. The plan then discusses the brand's mission, vision, target audience, positioning, and marketing mix. Key elements of the marketing mix include premium pricing, focus on quality coffee and food, and creating an exclusive in-store experience. Promotional strategies include coupons, contests, samples, and social media campaigns. The plan also proposes leveraging technology through a mobile app and website, as well as extending the brand through coffee packs and a potential drive-thru option.
The document provides an overview and analysis of Starbucks using the PESTEL framework. It begins with milestones in Starbucks' history from 1971 to present. It then analyzes Starbucks using PESTEL, covering political, economic, social, technological, environmental, and legal factors. These include issues around stability, taxes, social goals, technology innovations, sustainability efforts, and employment law. The conclusion emphasizes the importance of marketing, corporate social responsibility, and brand image for Starbucks' future success.
This marketing plan proposes an app-based online grocery delivery service. It aims to provide high quality groceries at lower prices than local stores and deliver them within 5 minutes. The plan is to acquire local stores by making them partners and cover all of a city or town. The zero-budget marketing plan involves collaborating with local stores, developing an app, conducting door-to-door publicity, and then starting sales on the app. The goal is to become the main marketplace for groceries and establish nationwide by targeting customers' daily needs.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Tim hortons- Marketing Competitive AnalysisKeshav Arora
Tim Hortons is Canada's largest restaurant chain known for being authentically Canadian. However, it is struggling to renew its identity. The document analyzes Tim Hortons' social media presence and engagement across platforms like Facebook, Twitter, Instagram and YouTube. It finds that Tim Hortons is inconsistent in its social media activity and engagement. In comparison, its competitors like McDonald's and Starbucks have more successful social media strategies. The document provides recommendations for Tim Hortons to improve its social media engagement, content frequency, and develop a more consistent brand tone.
Exploring Starbucks with audit tools today!!Bharati Birdi
Starbucks aims to be a premium coffeehouse known for excellent service and coffee. Its digital objectives are to increase app usage and customer engagement. Starbucks performs well on social media in terms of audience size and engagement, but could improve response times. Its website loads slowly and lacks language options. Competitors like Tim Hortons engage audiences better on Facebook and YouTube with more frequent posts and country-specific content. Starbucks can close engagement gaps by adapting technology for innovative communication, running targeted campaigns, and creating a Canada-specific YouTube channel.
Starbucks aims to increase customer engagement through its digital platforms. Its objectives include increasing mobile app usage and capitalizing on customer engagement through its website and social media. Starbucks performs well with its mobile app and on platforms like Twitter but can improve engagement on YouTube, Facebook, and its website. Recommendations include creating a Canada-specific YouTube channel, commenting more frequently on social media, and customizing its website for different audiences and languages.
Starbucks aims to increase customer engagement through its digital platforms. Its objectives include increasing mobile app usage and capitalizing on customer engagement through its website and social media. Starbucks performs well on some platforms like Twitter but can improve engagement on others like YouTube. Compared to competitors like Tim Hortons and McDonald's, Starbucks lacks a country-specific website and presence on some channels. Recommendations include engaging more with audiences, improving website speed, adding language options, and creating a Canada-specific YouTube channel to better connect with customers.
'Tis the Season: Leveraging Social Media Ad Campaigns for the HolidaysMediaMath
This deck was presented in a joint webinar by MediaMath and Upcast Social. Josh Wallin, Sales Director, Upcast Social, and Mike Neiss, Director, PSO, MediaMath outlined best practices to leverage social advertising during the holiday season.
Unipco - Social Media 101 - For Restaurants & Small BusinessUNIPCO
Social media is an important tool for restaurants to connect with customers and increase business. Restaurants must first participate in social networks by joining and sharing in order to take advantage of them. They should use platforms like Facebook, Twitter, Instagram and Pinterest to share their menus, events and reviews to attract new customers and encourage existing customers to spread the word. Regular posting of fresh, relevant content is key to engaging customers and driving traffic back to the restaurant's website and business.
Chipotle's social media goals for the year are to increase engagement to build trust, share more engaging content to attract consumers, and emphasize fresh, local ingredients. Objectives include increasing engagement on networks and creation of relevant content. An audit found Facebook had the most followers and engagement, while LinkedIn had the least. The strategy involves increasing followers across networks through interactions and content, increasing trust by publishing more healthy food content, and boosting Instagram followers. Progress will be reported after 3 and 6 months.
Learn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.
Larry Kim - The Top 10 Social Media Advertising Hacks of All TimeINBOUND
The document summarizes Larry Kim's top 10 social media advertising hacks. The hacks include optimizing quality score by increasing post engagement, targeting keywords and hashtags, using in-market segments for commercial intent, layering on demographic targeting, implementing social media remarketing, utilizing custom audiences for precise targeting, leveraging new ad formats, taking advantage of the snowball effect of social media marketing, and getting free clicks. The overall message is that paid social ads can be highly scalable for content promotion by amplifying top content with social ads to convert visitors into leads and customers.
Performance-Based Solutions for Facebook & TwitterResponse Media
This document discusses performance-based social media marketing solutions on Facebook and Twitter. It provides statistics on user engagement on these platforms and outlines Twitter's new promoted ad products, including promoted trends, tweets, and accounts. Details are given on how these can help connect brands with consumers at a lower cost-per-click or cost-per-follow than traditional ads. Facebook ads are noted to have very low click-through rates. The document advocates using solutions to drive consumers to like brand pages and opt-in to email lists, in order to build larger CRM databases and points of engagement over multiple channels. It encourages contacting the company for help strategically aligning these solutions.
This presentation provides an overview of social media and how it fits into digital marketing strategies. It discusses key social media platforms and metrics for measuring social media performance. Several case studies of companies using social media successfully and unsuccessfully are also summarized.
Eric Swayne, Director of Social Analytics & Insights at M/A/R/C Research, highlighted the business applications of social media at the National Association of Local Advertisers in June 2011.
The document provides an overview of different digital marketing platforms and strategies, including search engine optimization, social media platforms like Facebook and Twitter, YouTube, blogs, mobile apps, and examples of campaigns. It discusses key metrics and best practices for measurement and optimization across various channels.
This document outlines Dark Horse Espresso Bar's digital marketing strategy. It discusses expanding brand awareness throughout Toronto and the GTA, opening more store locations, and becoming one of the best coffee shops. Currently, Dark Horse has 4 shops and is building a 5th. The strategy aims to increase social media content, improve the website, and offer incentives to boost traffic. Key performance indicators include time on the website, social mentions, and visits from ads. The overall goal is to increase revenue and expand into the GTA market within a year.
How Consumer Brands Create a Culture on Social MediaAndrew Salmon
For full resolution, download the presentation.
This report examines the social media practices of 10 top consumer brands, and how they succeed or fail to communicate an identity, and establish and foster a culture online. The takeaways from this analysis will provide insights from each brand’s social tendencies, and provide best practices for how consumer brands should be engaging on social media.
The social media strategy document outlines Baylor Cherry's plan to increase engagement on social media platforms in 2017. The objectives are to grow followers, increase engagement rates, and promote the company brand. Strategies include contests, hashtags, user-generated content and monitoring competitors. Key roles assign responsibilities for content creation, community management and reporting. Metrics such as followers, engagement and sentiment analysis will be used to measure success.
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
LinkedIn x Lynda Activation - Results AnalysisVishwas Sankhe
1) The document summarizes an activation event by LinkedIn and Lynda to promote Lynda.com services to students and gauge their understanding.
2) Pre-event promotion included LinkedIn posts, event cards, and posters on social media.
3) At the event, the short dwell time of students at the booth was addressed by having staff approach students directly instead of waiting for them to stop. This led to 90 student emails and 61 students learning about Lynda.com's free services.
As a part of a pitch presentation we were asked to create an Experiential Marketing activation for Crayola. Our concept and activation is mentioned in the presentation. It was a team effort with Alysha Rajguru, Kush Rathod and Monil Kapadia wherein we also create social media posts, print ads and a TVC. The TVC isn't included in the deck due to the size, all the images used are from google since they're only concepts. All the material that represents Crayola was provided by the client themselves.
As a part of our arts and event course we had a project which required to create an event concept from the scratch and E-sports was our choice as a group due to its evolving nature and dynamic market.
Presenting Complex Material - Monsanto - Vishwas SankheVishwas Sankhe
As a part of our presenting complex material course, we had a case study analysis and re-branding based case for Monsanto in which my presentation includes a Background/Challenge/Question/Answer approach and how I've applied it to the case in hand.
As a part of my CRM course we had the opportunity to work on the various functions of how CRM enables organizations. The aspect that we focused on was the Data collection, storage and access that CRM enables.
A sales presentation that focuses on selling Steam as a platform to Blizzard Activision for their games. Done as a part of my Interactive B2B Selling course.
Template Designed by - Anirudh Srivastava (Classmate - Seneca Marketing Management)
To connect with Anirudh - http://brandsbyanirudh.com/
Presenting Complex Material - Eco Water - Vishwas SankheVishwas Sankhe
A deck that focuses on Eco Water and its business problem and geographical expansion strategy. I had analyzed and solved this case as a part of my Presenting Complex Material course and received a Satisfactory grade on the same.
A Harvard case focused on positioning, product launch and pricing decisions for a brand. It was extremely challenging to solve and allowed me to get an in-depth understanding on products and how to position them.
Rosewood Hotels & Resorts is considering strategic measures to generate brand awareness while preserving the uniqueness of its properties. The document analyzes Rosewood's category, competition, channels, company, and consumers. It considers Rosewood's strengths in delivering a unique "sense of place" experience. However, brand awareness is low as consumers don't associate properties with Rosewood. The document evaluates alternatives of running without corporate branding, name branding, or full corporate branding and their potential effects on positioning, channels, consumers, property managers, and brand awareness/financial metrics.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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2. Tim Hortons aims to be Canadians’ #1 choice for breakfast through providing
customer-focused service and promotions via digital platforms
Competition
Tim Hortons’ main competitors
are actively sharing content on
the same digital platforms in
order to attract new potential
customers, and prompt regular
customers to visit their
establishments more frequently.
Promotions Digital Platforms
Tim Hortons has introduces multiple
customer-focused promotions
throughout the year to increase sales.
Tim Hortons’ most recent promotions
were for its annual “Roll Up The
Rim” contest, which ran from
February 7, 2018 – March 28, 2018.
Tim Hortons relies on digital
platforms such as its mobile app,
company website, and four social
media platforms to engage with
their current consumers:
3. Image Credit: Global TV
1) To increase customer awareness of the current
promotional campaigns that Tim Hortons is running
- e.g. Coffee with Neighbor's campaign, “Roll Up
the Rim to Win”, etc.
2) To increase sales through increasing customer
awareness of Tim Hortons’ products
3) To increase their customer reach through
promoting their brand on their social media
platforms and website
4) To increase customer awareness of the new
menu items Tim Hortons is releasing for a
limited time
Tim Hortons has four main business objectives which they aim to achieve
through sharing content on their digital media platforms
4. Tim Hortons’ primary target consumers are “socially connected” Canadian adults
between the ages of 18-50
Target Consumer Profile
Demographics: “Socially Connected Canadians” – Adults 18-50 who have access to the
internet (Wi-Fi or data) and use one or more social media platforms (Facebook, Twitter,
Instagram, etc.); these individuals are educated, and may be students, part-time workers,
full-time workers or homemakers. They must be familiar with the Tim Hortons brand and
likely visit Tim Hortons on a regular basis
Psychographics: These individuals value convenience and accessibility to the business:
have time-pressed daily routines – must balance school/career with leisure time, often want
to purchase a meal quickly; prefer coffee, tea or specialty beverages and enjoy baked goods
Geographics: National – Canada
Behaviour Response: Time-pressed socially connected Canadians will purchase food
products from a business which offers them quickly, conveniently, and at an affordable price
Image Credit: Tim Hortons
5. Tim Hortons has introduced a mobile app for both Apple and Android in order to
reduce order wait times and improve customer experience
App for Apple App for Android Both mobile apps allow customers to place orders and
pay for them beforehand to avoid “in-store” wait
times, and they provide special offers.
Consumer response to the app has been positive: both
Tim Hortons mobile apps have been downloaded
hundreds of thousands of times, and they are ranked
an average of 3.05/5 stars. The downside is that the
developers have been slow to respond to any
comments and suggestions made regarding the app.
It has taken Tim’s
over 10 months
to respond to a
top comment!
6. Tim Hortons’ website is not optimized to meet the needs of consumers due to an
unattractive homepage, multiple redirect links and slow page speed
Tim Hortons has three main website addresses based on language
and location filters – CAN (English), CAN (French), and USA
(English). Both of the Canadian website addresses contain the
same content, while the USA address focuses on different
promotions relevant to the American Tim Horton’s franchises.
Tim Hortons Website (timhortons.com) Website Effectiveness = Low
• Website is not very user-friendly (social media platform
links and languages at the bottom of webpage)
• Page Speed is very slow:12.6 sec. (average = 6.5 sec.)
• Many internal page “redirect” chains, but no landing
redirect
• Secure on private Wi-Fi connection for “Tim Card”
balance, not “https” for the rest of the site (including
Children’s Foundation donation page which has a
GoDaddy Security)
• Repetition of same photo 3 times on the same webpage
• Page size is over 5 times larger than the 2.88MB
recommended size
• No images are optimized [0% score] – image sizes need
to be reduced
• 40+ cookies on website.
• No identifiable CDN (content delivery network)
7. Tim Hortons does not effectively manage its Facebook page, as the majority of
consumer comments and complaints are being ignored
Tim Horton’s Facebook Post“Roll Up The Rim” Page Facebook Effectiveness = Low
A rare instance where Tim’s responded to a complaint
within a timely manner. This is likely because this comment
will detract consumers from drinking Tim’s coffee – the
main message of the #CoffeeWithNeighbours campaign.
Number of Posts – 0.30/day
Content – 23% photos, 70% videos
Posts using Hashtags – 11.1%
Peak Activity– Tuesdays and Thursdays
Peak Posting Time – 6 AM EDT
Tim Horton’s Facebook page is heavily focused on
in-store promotions about food products; only a few
posts related to other campaigns with no mention of
Tim Hortons’ brand promise to consumers.
Rarely responds to consumer input, even though
many of the complaints will negatively affect brand
image: 3.16 M likes with 0.13% engagement per post
8. Second Cup is a major competitor on Facebook, as they outrank Tim Hortons’
online activity and customer engagement on the platform
Second Cup’s Facebook Post Competitor Analysis of Posts Why Tim’s Competitors are More Successful
Sharing engaging content on their Facebook page:
Second Cup understands that their consumers are on
social media platforms all the time, so they ensure
that they post new and relevant content [videos,
photos, etc.] every other day.
They are up-to-date with current events: On April 1,
2018, Second Cup promoted a non-existent coffee
beauty line for April Fool’s Day; it piqued the
curiosity of the brand’s followers because they were
sharing content that stood out amongst their previous
posts (it was not coffee or baked goods)
They acknowledge consumer input in a timely
manner: Second Cup attempts to resolve complaints
through continuously engaging with their consumers
9. Tim Hortons’YouTube channel has a sufficient engagement rate per post, but the
platform is not consistent with the brand’s image
YouTube Effectiveness = Low to MediumTim Hortons’YouTube Channel
Consumers will give their input about a specific post, but not
be engaging with the overall platform. This is because they
will only comment on something that has stood out to them
about the business – either good or bad.
Number of Posts – 0.03/day
Content – 100% videos
Posts using Hashtags – 100%
Peak Activity– Tuesdays
Peak Posting Time – 8 AM EDT
Once again, Tim’s rarely responds to commenters,
even though there is more positive consumer input
related to the brand image and campaigns; the
engagement rate per post = 1.19%. Tim Hortons
falls short when it comes to sharing meaningful
content – there is no logical pattern to explain why
they choose to share a specific video, and its
relevance to the previous uploads.
10. Unlike Tim Hortons, Starbucks and McDonald’s Canada’s YouTube channels
have high overall engagement and provide content relevant to their brand’s image
Why Tim’s Competitors are More SuccessfulCompetition's YouTube Channels Competitor Analysis of Posts
They appeal to a mass audience who are
loyal to their brand: Starbucks prides itself in
being a company with transparent CSR
(corporate social responsibility), and ensures
that new channel subscribers will be able to
connect with their brand and feel that their
input is being heard. Their input is reflected
in the new content being uploaded.
Sharing engaging content which reflects their
consumer: McDonald’s YouTube channels are
country-specific, and provide content that is
relevant to their target audience, in their
native language – the Canadian channel has
videos in both English and French. This is
part of the reason that their YouTube channel
has such a large following (1.89K).
11. Tim Hortons’ Instagram account has proven to be an effective platform for the
brand to share content and engage with consumers
Instagram Effectiveness = MediumTim Hortons’ “Roll Up The Rim” on Instagram
Consumers prefer to share their perspectives about Tim Hortons’brand image and its
promotions via publishing comments on their Instagram posts with relevant hashtags.
Tim Hortons is not capitalizing on this opportunity to increase engagement with
consumers.
Number of Followers – 235K
Number of Posts – 0.47/day
Posts using Hashtags – 100%
Peak Activity– Saturdays and Sundays
Peak Posting Time – 5 PM EDT
Tim Hortons makes frequent posts (3-4
times/week) on its Instagram account in order to
give customers a preview of their upcoming and
ongoing promotions and special events. Tim
Hortons can justify their focus on Instagram
activities through their success with their “Roll
Up The Rim” promotions on Instagram – 68,080
posts have been created using the hashtag:
#rolluptherim. Tim Hortons does not respond to
consumer comments and complaints on
Instagram; on this platform the company often
receives more criticism than praise.
12. Second Cup and Starbucks’ Instagram accounts have much higher engagement
rates (relative to Tim Hortons) due to their constant posts and creative content
Why Tim’s Competitors are More SuccessfulCompetitor Analysis of PostsCompetition’s Instagram Accounts
Starbucks gives consumers a hint regarding
what type of content to expect from their
Instagram account: Starbucks Canada is
focused on “serving fresh pics” which will be
relevant to consumers who enjoy specialty
drinks and baked goods.
Sharing engaging content which reflects their
consumer: McDonald’s YouTube channels are
country-specific, and provide content that is
relevant to their target audience, in their
native language – the Canadian channel has
videos in both English and French. This is
part of the reason that their YouTube channel
has such a large following (1.89K).
13. Tim Hortons’ Twitter account has a following of 659K and is updated regularly
with new daily content to promote consumer engagement
Twitter Effectiveness = HighTim Hortons’ Twitter Activity
Tim Hortons is using Twitter
to tell its consumers that
they are listening to what
they have to say; through
retweeting customer
content, Tim Hortons aims
to improve their relationship
with the consumer.
Number of Followers – 659K
Number of Posts – 0.97/day
Posts using Hashtags – 100%
Peak Posting Time – 6 PM EDT
Tim Hortons uses Twitter as a
soundboard to introduce its promotions,
philanthropic endeavours [donations for
Tim Horton Children’s Foundation,
Timbits Soccer, etc.]
Twitter is more engaging compared to
any of other channels used by Tim
Hortons because they are interacting with
their customers over the medium
14. Tim Hortons effectively competes on Twitter through using hashtags to raise
awareness about promotions and consumer-focused initiatives
Why Tim Hortons is Equal to
its Competitors
Competitor Analysis of PostsCompetition’s Twitter Activity
Tim’s has the right mix of tweets,
retweets, and replies: There is a balance
of content they have curated, and content
they have retweeted from consumers.
Like McDonald’s and Starbucks, Tim
Hortons puts a lot of time and effort into
replying to consumer input in their
Twitter feed, but they do not give up on
creating and curating content through
tweets and retweets, respectively. Even
though Tim Hortons has a lower
engagement rate per tweet, this mix
allows Tim Hortons to effectively reach
their target audience and gain meaningful
input from them.
15. Tim Hortons relies on paid advertising to reach potential consumers who are not
actively following the brand’s social media accounts
Paid Media Effectiveness = Medium
Customers are more likely to click on paid
media while scrolling on their feed
They’re more receptive to advertising in-
between posts on Instagram
Paid media gives Tim’s the opportunity to
reach new, potential customers and increase
brand loyalty
Sponsored ads show up on your account
based on search history and if your
friends/followers like/follow a page.
Instagram Paid Content Facebook Paid Content
FB CPC Pricing – $0.35-$0.50
Instagram CPC Pricing – $0.75-$2.00
16. Tim Hortons has an ineffective strategy to engage with customers on various
digital platforms
Tim Hortons isn’t consistent across all their platforms: their customer engagement
and reach is effective, however, their overall brand engagement is low.
Mobile App Website Facebook YouTube Instagram Twitter Paid Media
Consumer
Engagement
High Low High Medium High High Medium
Reach (E.g. Likes,
Followers,
Downloads)
High N/A High Low High High High
Feedback
(Comments,
Suggestions)
Mostly
positive
N/A (Done via
Guest Services)
A mix of
negative and
positive
Positive Mostly negative Positive N/A
Consistency across
platforms
Reflects the
brand
Doesn’t reflect
the brand
Reflects the
brand
Doesn’t reflect
the brand
Reflects the
brand
Reflects the
brand
Reflects the
brand
Brand
Engagement
Limited Data
unavailable
Low Low Low High N/A
17. There is an evident gap between Tim Hortons’ brand promise and the service that
customers receive through digital platforms
Brand reputation ranking dropped from 4th place to 50th
place – April 5, 2018
Tim Hortons has been too focused on trying to deliver its
promise of fast and convenient service, however, it has been at
the expense of their consumers’ satisfaction.
They have been continuously ignoring consumer feedback
which has been revealed through an analysis of their digital
media platforms
There is a huge gap between Tim Hortons’ brand promise vs.
the lack of support (if received) on digital media platforms.
18. Tim Hortons needs to shift their overall digital media focus from vanity metrics to
consumer engagement (and profitability)
There is an increasing need for Tim Hortons
to focus on its reputation online and on their
communication via social media.
The key is not to focus on numbers (vanity
metrics) but to focus on relevant and
interesting content which generates positive
engagement for Tim Hortons.
Tim Hortons’ needs to focus on seamlessly
running their video content and integrating it
with their messaging. Their videos content
need to reflect their brand values.
The competitors indicate that we need to add
more variety to the content while building
brand loyalty even further.
Overall strategic recommendations
19. Tim Hortons needs to optimize its digital platforms to reflect a consistent brand
image and increase consumer engagement
Platforms Recommendations
Mobile App There’s a need to regularly update the software for the mobile app making it more consumer
friendly (bug fixes, UI enhancement, etc.)
Website Tim Hortons needs to increase their page speed, invest in an SSL domain and reduce their average
page size (since it’s 5 times larger than the 2.88 MB recommended size)
Facebook Focus on consumer complaints and the time they take to respond to each one of the comments, as
they create negative word of mouth for Tim Hortons’ brand
YouTube Fix the cover photo for the YouTube channel to reflect their current brand image and stay
consistent with the brand image they are trying to convey
Instagram Respond to negative consumer comments in order to reassure consumers that Tim Hortons is
always listening and improving based on consumer feedback
Twitter Leverage the high engagement rate Tim Hortons has through the platform in order to continue the
successful consumer interaction which Tim Hortons has achieved via the platform
Paid Media Continue to test paid media to determine the most effective times and platforms to reach potential
customers and increase pay per click.
20. Sources
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GTMetrix Latest Performance Report for Tim Hortons. GTMetrix. https://gtmetrix.com/reports/www.timhortons.com/jsqTlsO2. Accessed 6 Apr. 2018.
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The Canadian Press. "Tim Hortons launches limited-time poutine doughnut in U.S. stores for Canada Day." Global News. 29 June 2017. https://globalnews.ca/news/3566484/tim-hortons-
poutine-donut-canada-day/. Accessed 6 Apr. 2018.
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