Social Media Marketing project on local business " Toffee Talk" to analyse their exisiting strategy and revamping it,

1. Social Media Strategy For
By :
Akanksha Jain, Deepak Chandnani, Nihan Beyazoglu, Ruchita Dudani & Ryan Shi
1

2. Agenda
1. The Toffee Talk Story:
I. Background
II. Competition & Differentiation
III. SWOT Analysis
IV.Current Marketing Objectives
V. Effectiveness Of Current Social Media
Strategy
2

3. Agenda
2. Proposed Social Media Strategic Plan:
I. Goals & Objectives of Social Media
II. Segmentation
III. The Brand Story
IV. Platforms & Blogs
V. The Campaign Calendar
VI. Metrics and Measure
VII. Tools
3

4. Background
• Set up in 2009 by Catherine Hughes and Ellin
Purdom
• Handmade, artisanal Toffees
• Rented Kitchen Space with 4 employees
• Owned trademarks: Crumble Mumble and Toffee
Talk.
• 5 products
• Award winning Toffees
4

5. A Glimpse of the packaging and product
5

6. Competitive Analysis
Multi Location
Presence
Facebook: 2770
Twitter: 1683
Blog : Infrequent
postings
Facebook: 637
Twitter: 125
Blog: Coming Soon
Not responsive on
social media
Popular Segment:
35-44 year old
Sold in stores
across USA.
Similar Story
Facebook: 1587
Twitter: 82
Irregular on social
Media
Newsletter
Popular Segment:
45-54 year old
6

7. Competitive Analysis
Own Retail outlet
in Arizona
Impressive FB page
lot of activity
1415 Followers
Twitter: 1686
LinkedIn presence
Sells through multi
channel retail
outlets
Facebook: 670
Twitter: 708
Instagram: 104
Pinterest: 125
Excellent Affiliate
Marketing
Facebook: 1092
Twitter: 640
Instagram: 531
followers
Blog: Interesting
with tons of recipes
Popular Segment:
45-54 year old
7

8. Competitive Analysis
8
Brandini Toffee: Blog: Infrequent postings, Multi-Location Presence
Elaine’s Toffee: Irregular on social media, Newsletter, Sold Across USA, Similar
Story
GoodyTwo’s: LinkedIn presence, Owns retail outlet in AZ, high level of FB
activity
B Toffee: Blog: Many interesting recipes, Excellent Affiliate Marketing
The Toffee Box: Blog: Coming soon, Not very responsive on social media

9. Product Differentiation
• Unique Recipe
• Awards
• Packaging Design
Most of the competitors promise great taste, high
quality ingredients, handmade & target the same
segment i.e. 45 – 60 year old
9

10. SWOT Analysis
Strengths
•Product recipe and reputation
•Prestigious Awards
•Unique Packaging
•Key corporate customers like Pixar
& Google
•Self Supporting Business
Weakness
•No patents, easily replicable
products and packaging
•Don’t own the domain name “Toffee
Talk”
•Core target market definition not
clear
•Lack of scaling
Opportunity
•Large growing market with huge
demand for “artisan” toffee, potential
in product line expansion, growth in
B2B and B2C opportunity
Threats
•Threat of product duplication
•Very close competitors with similar
stories and products
10

11. Current Marketing Strategy
1) Create awareness
2) Create demand from
● individual customers
● corporates
● on-line stores and physical high-end retail stores
3) Public Relations
4) CRM
Social media vehicles currently used :
Facebook, Twitter, Pinterest, LinkedIn
11

12. Current Marketing Strategy
• Articles, Videos, News
• Participate in Events, Awards, etc. to create
awareness and enhance reputation
• Use of Direct Mail to reach out to specific
target segment(s)
12

13. Current Social Media Analytics
Facebook
OverviewOverview Outbound Community Health Optimization Content Details
Brand Posts7
17
Engagement/
Post
2
Total Page Fans680
Avg. People
Talking About
This (PTAT)
2
Most Engaging Content
Type
Photos
Top Day/Time For
Engagement
5:00 PM – 6:00
PM
Wednesday
Most Engaging Post
"National Reese's Peanut
Butter Day - Toffee Talk
Peanut - Secret Ingredient! |
https://photos-a.xx.f…"
8 interactions (3.8x average)
Avg. PTAT as %
of Fans
0.3%
Engagement as %
of Fans2.5%
OUTBOUND
COMMUNITY
HEALTH
OPTIMIZATION CONTENT DETAILSOUTBOUND
COMMUNITY
HEALTH
OPTIMIZATION CONTENT DETAILS
Total
Engagement
on Brand
Posts
Data by Simply Measured
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14. Current Social Media Analytics
Facebook
Status
Posts
0
Links
2
Photos
5
Videos
0
Data by Simply Measured
14

15. Current Social Media Analytics
Twitter
Data by Simply Measured
49% of the followers fell under the Pacific Time Zone
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16. Current Social Media Analytics
• Engagement comparison FB vs Twitter
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17. Current Social Media Analytics
Instagram
INSTAGRAM
ACTIVITY
PHOTO POSTS
VIDEO POSTS
9.5
9.5
0
ENGAGEMENT
PER POST
437
437
0
ENGAGEMENT
TOTAL
46
46
0
POSTS
NEW MOST ENGAGING
POST
MOST ENGAGING
FILTER
Poprocket
MOST ENGAGING
LOCATION
Fog City News
Toffee Talk hits SF
Market Street! #summer
#suppor...
Data by Simply Measured
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18. Current Social Media Analytics
Instagram
Data by Simply Measured

19. Instagram
•
Data by Simply Measured

20. Current Social Media Analytics
Pinterest
•2 Pinterest profiles
•130 followers
•Candy companies, food distributers and
stockiest, gift idea companies, competitors and
customers
•Food Enthusiasts, gourmet food , recipes,
gifting ideas
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21. • Generating genuine followers
• Focused platform selection
• Always have ‘plan B’
• Watch the experts
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Present Content Strategy

22. Proposed Social Media Strategy
Objectives
•Attract unique visitors – Generating Traffic
•Engaging existing fans – quantitatively and
qualitatively
•Creating a brand differentiation
•Creating rich content i.e. onsite optimization
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23. Proposed Social Media Strategy
Target Segment
Demographics:
1)25-35 year old, mid to high income, women(new
segment)
2)35+, high income women(existing segment)
Psychographics:
1)Like to splurge on pricey treats for friends and
family
2)Love to celebrate the emotional quotient of
occasions
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24. Proposed Social Media Strategy
• The Brand Story “ Conversations &
Celebrations”
• Advocate & Influencer engagement
• Guest blogs sponsored and earned
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25. The Content Strategy
• Post/ Tweet on how Toffee Talk embellishes
Celebratory Occasions and use labels to
customize packs for special occasions
o Halloween/ Christmas
o Graduation/ Baby Shower/ Weddings
o Sport Events
• Post engaging content.
o Ask fans on Pinterest/ Facebook to pin/ post pictures showcasing
how they used Toffee Talk/ Crumble Mumble and run contests
o Post Customer Testimonials - Tag them and Thank them
o Use hashtags
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26. The Platform Strategy
Link and Integrate all these platforms.
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27. The Content Narratives 1
• Baby Shower favors:
Facebook Post
“Throwing a shower for a baby girl? Add a little more sweetness with the
awesomely delicious and beautifully decorated toffee from Toffee Talk!!”
(add an image of the Toffee Talk’s bag with pink ribbons)
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28. The Content Narratives 1
Twitter:
Have a baby shower coming up? We have the perfect toffee to celebrate your special
day!!(Link it with an image that has been pinned on Pinterest)
Pinterest:
Pin an image showcasing how Toffee Talk can be a wonderful addition to any baby
shower. Share this on Facebook & Twitter.
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29. The Content Narratives 2
Occasion: Halloween
Would you like to share your favorite Halloween toffee recipe with us? The
winner will get a free Toffee Talk hamper!!
Facebook: Share your favorite Halloween pix and enter for a chance to win a
Toffee Hamper!! Such posts should be promoted using FB ads.
Tweet interesting messages about the photos and Halloween ideas for décor
and recipes
Start pinning helpful blogs from own site and other
sites.
Use Instagram to post pictures on the day and
some cool Halloween inspired events.
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30. The Content Narratives 3
Celebrate sporting occasions : SF Giants win
Pinterest posts:
Surprise the corporates!
Special packaging featuring sporting
Events & movies etc.
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Facebook / Twitter :
“Awesome win!!! Unwrap Toffee Talk!!”

31. The Content Narratives 4
Occasion: Graduation
●Facebook
○ “You are a proud mom today, aren’t you? It’s your daughter’s graduation
day! Why not bake her fav cake and top it with Toffee Talk’s Crumble
Mumble :)” (add an image of a cake with Crumble Mumble)
●Twitter
○ “Celebrate your daughter’s graduation with this box of delicious toffee from
Toffee Talk” (add a link to pinterest)
●Pinterest
○ Pin an image of a beautifully decorated table with Toffee Talk packs & boxes
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32. Why Blog : Toffee Talk ‘s’
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• Helps create original content
– Dessert recipes
– Dessert table decoration
– Gift packaging
• Leverage third party blogs
– Food Guru on Mt. Kilimanjaro
• Great way to do SEO
• Goodwill and fan followership

33. The Content Narratives 5
Workshop at Google
● Workshop on making Toffee/ Dessert
● Toffee talk giveaways
● Take pictures and post it on Facebook/ Twitter/ Blog/ Pinterest
● Ask attendees to write a review
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34. The Pinterest Contest
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● Find 10 influencers on pinterest (people who love pinning recipes for
desserts, blogging and have a huge followership)
● Take their address and send them a surprise gift hamper from toffeetalk.
● Include in the hamper an overview of a contest where they have to create
something unique with toffee talk and share on their blog/pinterest or
instagram the best recipe will be featured on the toffee talk blog and win
$100 worth of toffees!

35. The Social Cause:
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36. The Content Schedule(for a week)
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Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Twitter 2 posts 3 posts 2 posts 3 posts 2 posts 3 posts 2 posts
Facebook 2 posts 1 post 2 posts 1 post 2 posts 1 post 2 posts
Instagram 1 post 1 post 1 post
Pinterest 5 pins 5 pins 5 pins 5 pins 5 pins 5 pins 5 pins
Blog Start
with 1
per week
**The posts should be pre made and put into a content calendar. Reactive content can
replace proactive content

37. The Content Schedule(for a week)
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**The posts should be pre made and put into a content calendar.
Pre made posts Platform Date
“what better dessert
than toffee talk”
say at 1 pm/ 8pm
i.e. right after lunch
& dinner”
Twitter 01/09/2013
Example of a content roster for proactive content

38. The Metrics
Measures to track to see how well your Social
Media Marketing is working:
•Facebook Likes/ Shares/ Comments
•Twitter RT’s , Mentions
•Pinterest Followers/ Likes
•Number of blog visitors
•Website visits
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39. Suggested Tools
•Twitalyzer: Twitter analytics
•Google Analytics : Overall Analytics
•Sprout social: Scheduling and Analytics
•Hootsuite: Social platform post management and
monitoring
•Woobox: Contest and FB integrations of various
apps
•Google drive: Content sharing and planning
•Simply Measured: Social Analytics
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40. 40
Ready! Set ! Munch !
Time for Toffees and Conversations!

41. A Very Special Thanks to
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The Official Toffee talkers
and Michael