Contenu connexe Similaire à TCHO Social Intelligence (17) TCHO Social Intelligence1. TCHO Social Intelligence Analysis
by Michael Osofsky (@mosofsky)
3rd Quarter 2012
Disclaimer: This study is provided to the public as a showcase of
NetBase Social Intelligence and was not requested, commissioned,
nor endorsed by any of the companies mentioned.
2. Overview
This study analyzes consumer perception of TCHO, a brand of dark chocolate.
Source data:
Social Media - content generated by consumers (twitter, facebook, blogs, etc.)
One year of history, updated with high frequency, cleansed for spam
Representative sampling employed when necessary (95% confidence level)
Methodology:
Social Web 360°Analysis – In-depth look into the market through the
following lenses:
Lens Example
Product Tcho
Category dark chocolate
Competition Dove, Lindt, Hershey’s, Godiva, Ghirardelli, etc.
Campaign Mother’s Day promotion
Brand TCHO
Attributes packaging, richness, taste, cost, etc.
Consumer @tchotchovi, @tchochocolate, @avinash
2 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
3. 360°View of TCHO on the Social Web
Social Web
360°
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4. It’s All Good
AUG 2011 JAN 2012 APR 2012
Insight Potential Actions
TCHO sentiment & buzz timelines follow a Research the reasons for the positive spikes
similar pattern
Positive spikes may be a result of successful
Interesting positive spikes occur in Aug 2011, campaign of TCHO and, therefore, can be a
Jan 2012, & Apr 2012 baseline for a successful campaign model
4 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
5. Consumers Like the Taste of TCHO
Insight
What people like the most about
TCHO is the taste
When people talk about taste, what
they like the most are the variety of
flavors available
Potential Actions
Increase awareness around the
different flavors available
Perhaps periodically TCHO can
promote a specific flavor and/or
introduce a new flavor
@docsconz I love the "citrus" from @TCHOchocolate! - twitter.com
Well, some of the flavors at TCHO are very good. So far I like the nutty but thought the
"chocolate" was too waxy. Which is why a tour or tasting could be useful. -
chowhound.chow.com
TCHO is great chocolate and I think their product is really smart…basically teaching
people about the different qualities of chocolate so they can figure out what they like. I
think citrus and nutty are my favorites. - angleofreflection.wordpress.com
5 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
6. People Dislike the Cost of TCHO
Insight
What people dislike most about TCHO
is the cost
People say TCHO is too expensive
Potential Actions
Examine the types of ingredients or
products people will spend more
money on
Show a comparison checklist of TCHO
ingredients next to other brands to
depict why TCHO is a better product
I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small
for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4,
too, at the grocery store), but it [That TCHO stuff]'s so delicious. I also had a salad
since I didn't really want to have the sandwich or the quiche on the menu, and it
had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with
my hot chocolate, but they somehow forgot that I ordered it and I didn't get it for a
while. - yelp.com
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7. TCHO is Expensive but Delicious
Insight So if you don't like dark chocolate you probably won't like this. They have flavors
that, if you know there's a difference and think about it you might be able to depict
27% say TCHO is overpriced and it. TCHO's prices are rather high; the cheapest thing one can get is an individually
wrapped square of chocolate no more than 2"X2" for 75 cents. They also sell coffee,
expensive hot chocolate, and cookies as well. It was perhaps a bit overpriced. - yelp.com
However, the same people who
mentioned the cost also praised the
My initial reaction was "$4.75 for a small mocha are you serious??" Although it is
taste on the pricier side, this has got to be my favorite cup of mocha I have ever had.
The chocolate is from TCHO (a local sf chocolate company) and that made sense to
Consumers say TCHO is “expensive why the mocha was so expensive (TCHO chocolate is EXPENSIVE) the design on top
of the coffee was pretty cool too. it was in a leaf shape and I was impressed how
but delicious” and “pricier but the best
effortlessly the barista did that. I went with a group and tried the cappuccino, cafe
I ever had” mocha, and a cafe au lait. - yelp.com
Potential Actions
I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small
for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4,
Market TCHO as a luxury chocolate too, at the grocery store), but it [That TCHO stuff]'s so delicious. I also had a salad
since I didn't really want to have the sandwich or the quiche on the menu, and it
Explain to consumers why TCHO is had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with
worth the expense my hot chocolate, but they somehow forgot that I ordered it and I didn't get it for a
while. - yelp.com
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8. Buzz About the Factory Tour
Insight Makes no kind of sense to me. Do you like chocolate and free things? TCHO is a
cute little chocolate factory on the Embarcadero that offers free tours twice daily.
But excise any images of Oompa Loompas from your head. This place is run like a
13% appreciate TCHO’s factory tour
web startup (their current CEO and president were the founders of Wired). -
yelp.com
20% did not enjoy it
While customers like that the tour is Another Hubbubberylyless morning here in the Glosli household. Kinda weird
“free,” some say the tour is boring actually but I’m loving it. There is a free chocolate tour at Tcho chocolate located
on one of the piers in S.F. that I read about, could be fun to take the kids on Friday.
– wordpress.com
Potential Actions
If u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. –
facebook.com
Advertise TCHO’s free tour
Brainstorm new and interesting
But their milk chocolate is one of the best I've ever had, exceptionally creamy and
ways to engage kids, as well as smooth. I think it's worth the price when you take into consideration the fact that it
adults, during the tour is fair trade and the growers are being treated with respect. I've gotta admit, I was
pretty disappointed in the factory tour at TCHO. Granted, their factory (which is on
the Embarcadero) is pretty small, so there's not much to be expected, but...
...basically we were just ushered into a holding pen, shown a video praising the
virtues of TCHO chocolate and the company, and then given a 5 minute walk-
through of the factory space. - yelp.com
8 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
9. TCHO Cares
Insight I guess I find it irritating when a business really pushes the idea that they're super
conscious of where they get their product from, and only support certain farmers for
People like TCHO because of its varying socially just reasons... It [business]'s probably all true, and TCHO is probably
way better at caring about people than I am –yelp.com
corporate responsibility
Consumers praise TCHO for being a
company that partners directly with
I also do care and understand @TCHOchocolate works very closely with their
growers farmers. –twitter.com
Potential Actions
"TCHOSource intelligently blends modern technology and field practice to help
Continue to promote TCHO as a socially raise farmer income. Rather than simply paying for certifications, TCHO
responsible company empowers farmers with the tools they can use to make a better product:
technology, knowledge transfer, and the motivation to innovate. TCHO firmly
believes that the best, longest lasting change rests on the win-win of mutual self-
interest?we get better beans, the farmer gets better prices." now thats amazing,
hows that for a thought GJ? –diecastaircraftforum.com
A proud Bay Area Native, I will plug TCHO - my favorite slave free, hand made
chocolate! –twitter.com
Here's one reason why I like this American chocolate-maker so much: TCHO: We Are -
No Slavery –facebook.com
9 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
10. 360°View of TCHO on the Social Web
Social Web
360°
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11. It’s Delicious and Good for You
Insight
People like dark chocolate because
it is delicious
The health benefits of dark
chocolate are almost as important
to consumers as the taste
Potential Actions
Examine the health benefits of
TCHO dark chocolates
Capitalize on the concepts of
“delicious” and “good for you”
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12. Bitter or Sweet?
Insight
The most common reason people
dislike dark chocolate is the taste
25% say dark chocolate tastes
bitter
Potential Actions
Create messaging for TCHO dark
chocolate that describes the taste
using more appealing adjectives
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13. Famous Dark Chocolates Online
Insight
TCHO is not in the Top 100 trending
brands for dark chocolates
Dove is the most popular brand
Potential Actions
Explore brands that are similar to
TCHO in the top 100
13 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
14. 275 People Want Chocolate per Hour
Insight Potential Actions
About 275 people tweet every hour that they They say they want chocolate, so give them
want chocolate; that’s 2.4 million per year. chocolate (“Social Selling”).
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15. 360°View of TCHO on the Social Web
Social Web
360°
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16. Who is the Most Famous of Them All?
Insight
The Brand Passion Index shows
that Hershey’s dominates the buzz
Dove is the most “loved”
Ghirardelli has the most positive
mentions
Potential Actions
Increase TCHO brand awareness
Tcho has the least buzz,
passion intensity,
& net sentiment
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17. That’s Expensive!
Insight
When TCHO is compared to the
top 5 brands, the biggest difference
is the cost
Dark chocolate is the most popular
like for both Dove and Lindt
Potential Actions
Focus on the benefits of TCHO vs.
the other brands
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18. No Mentions on weightwatchers.com
Insight
TCHO has no mentions from
weightwatchers.com
Other brands have buzz from
weightwatchers.com
Potential Actions
Use information about dark chocolate
and health to approach weight
watchers for a potential partnership
No mentions on
weightwatchers.com
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19. 360°View of TCHO on the Social Web
Social Web
360°
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20. I <3 MOM!
Insight
Trending brands about Mother’s Day
show Tesco, DealTaker, & 1-800-
Flowers in the lead
1-800-Flowers has the strongest
connection to Mother’s Day
There is a 0.03% connection between
Mother’s Day and TCHO
Chocolate has a 0.13% connection to
Mother’s Day
Potential Actions
Evaluate the reach of the recent
TCHO Mother’s Day campaign
Look into the possibilities of
connecting with other trending brands
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21. The Need to be Known
Insight Potential Actions
Dark chocolate buzz is saturating the Determine if the states with a smaller
U.S. number of mentions would be an
effective test market for TCHO
California has the most conversation
about TCHO Research what competitors do online
Dark Chocolate buzz
saturating USA
Tcho has least buzz
compared to others
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22. 360°View of TCHO on the Social Web
Social Web
360°
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23. How the Company is Perceived by Consumers
Insight
TCHO is known for: “No Slavery”
(TCHO’s own slogan), Fair trade, and
Innovation
TCHO is also identified with 2 of the
company’s founders: Timothy Childs
Louis Rossetto
Louis Rossetto is the Founding Editor
of Wired
Potential Actions
Continue to build on what TCHO
stands for
Leverage the connection to Wired
Magazine and Rob Polevoi
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24. Who “owns” San Francisco?
Insight
Both TCHO and Ghirardelli come from
San Francisco
Ghirardelli has 4% strength of
connection to SF. TCHO has 1%
Other SF icons include Nob Hill at 21%
followed by Pier 39 and Bay to Breakers
Potential Actions
Research SF icons that could promote
TCHO
Promote TCHO as a San Francisco
product
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25. 360°View of TCHO on the Social Web
Social Web
360°
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26. Brand Positioning vs. Brand Perception
Insight
“Taste” is the most talked about
attribute
All of the elements of taste are liked
as opposed to loved
Potential Actions
Research the reasons why consumers
aren’t loving the “taste” attribute
Promote Beta (TCHO’s customer
feedback platform) to consumers who
don’t yet love the taste
TCHO is positioned as obsessed
with flavor, but it’s liked for its
taste.
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27. The Richness of TCHO
Insight
Consumers like the “richness” of
TCHO
Compared to the “richness” attribute of
other brands, TCHO is least loved
Potential Actions
Research why consumers like the
“richness” attribute of TCHO
Consider analyzing the “richness” of
brands like Lindt and Ghirardelli to
understand why consumers love them
Focus on the “Richness” of TCHO dark
chocolates.
27 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
28. Am I Rich Enough?
Insight
TCHO is most disliked due to the cost
Ghirardelli is also disliked for the price
of the product
Potential Actions
Research the price differences
between TCHO and the competing
brands
That TCHO stuff is expensive (I think a small bar is $4, too, at the grocery
store), but it [That TCHO stuff]'s so delicious.
–yelp.com
28 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
29. Appearance is also Important to Consumers
Insight
“Packaging” and “Richness” are
important to consumers when
purchasing a dark chocolate
“Taste” is the most talked about
attribute
Potential Actions
Examine different packaging options
and designs
Ask specifically for feedback about
packaging on a new twitter handle
such as @TchoPackagingIdeas
We also liked the Tcho chocolate but my daughter found the grapefruit too
intense.
–chow.com
TCHO uses less environmentally friendly paperboard and gold foil
imprinting for their boxes.
–thechocolatelife.com
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30. 360°View of TCHO on the Social Web
Social Web
360°
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31. TCHO’s Most Influential Promoters
Insight
Top 3 people: Avinash Kaushik, Ryan
Block, & Jayme Campbell
Potential Actions
Partner with top 3 advocates to gain
more followers
Reward their loyalty and efforts
Ask them to join the Facebook fan
page and follow on Twitter.
31 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
32. Girl Power!
Insight Potential Actions
Women talk about Dark chocolate Create campaigns that target women
more than men
Compare TCHO to other brands to
TCHO is talked about by men and determine how they are targeting
women equally women
Women talk about Dark
Chocolate more than Men
Tcho is being
talked about by
Men & Women
almost equally
32 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
33. Dark Chocolate Female Advocates
Insight
Among the advocates, which ones are
women?
Top 3 women: Victoria Justice, Grace
Bonney, & Christine Teigen
Potential Actions
Connect with these women and ask
them to become ambassadors of the
TCHO brand.
33 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
34. Outpouring of Sympathy for Shooting Tragedy
Insight
In July a mentally ill TCHO employee
stabbed a co-worker.
TCHO announced this on its fan page.
A common response in the comments
is “so sorry”.
TCHO fans felt a lot of sympathy for
the “TCHO Family” as the employees
are referred to.
Potential Actions
Next time consider offering a “thank
you” to all the fans for offering their
condolences.
34 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
35. Unique Visual Ideas Generate Sharing
Insight
This s’mores keyboard post generated
the most shares (49) of any post over
the last year.
Shares are the strongest form of
engagement on a fan page.
Potential Actions
Investigate if fan count increased
after this post on June 14, 2012.
Review posts that had highest Likes
and Comments to learn what types
of posts generate which behaviors.
35 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
36. Develop Fans Who Like but Don’t Comment
Insight
Shown here are fans who’ve engaged
the most.
Lea-Anne Smith is at the top of the list
but her 87 engagements are 86 likes
plus 1 comment.
Lea-Anne’s single comment was in
response to the stabbing tragedy.
Potential Actions
Invite Lea-Anne in to have a TCHO
shot with the marketing team to
learn more about her.
Find out what would make her more
vocal.
36 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
37. Michael Troutwine (“MT” = Making Trouble?)
Insight
Shown here are fans who’ve posted
the most comments.
Michael Troutwine is the number one
fan by comments.
But what is he commenting on? He
tends to be sarcastic, for instance this
insensitive remark to the stabbing.
Potential Actions
Develop the fans who’ve got
something more uplifting to say, for
instance Lea-Anne Smith.
37 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
38. TCHO Followers Want Coffee
Insight
TCHO has 5,300 followers on Twitter
@TCHOchocolate followers want
coffee
Other popular terms are “Sidekick,”
“Xoom,” and “Hadar”
Additional themes are “giftcard,” “free,”
“money,” and “card”
Potential Actions
Consider possible combinations with
coffee
Connect with followers even if it’s not
related to TCHO products
Tweet special offers & promotions
38 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
39. TCHO Followers Like News and Stories
Insight
Top things @TCHOchocolate
followers talk about are “Quote,”
“News,” “Chocolate,” and “Stories”
Potential Actions
Consider tweeting about chocolate
trivia and facts; current events; and
the health benefits of chocolate
39 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
40. #giveaway’s can Boost Followers
Insight
The hashtag used the most by
@TCHOchocolate followers is
#giveaway
#giveaway is a popular tag for
companies to use when giving away a
product
TCHO has no connection to
#giveaway but “chocolate” does
Potential Actions
Consider running a campaign to
#giveaway TCHO
40 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
41. Insight & Opportunity Summary
Top opportunities:
TCHO is more expensive
Social selling to people who
than most competitor
say they want chocolate
brands
The most common reason
Solidify TCHO’s identities
consumers dislike dark Boost TCHO’s good taste and
chocolate is due to taste
health benefits
There’s a need to grow
Partner with Weight
awareness online
Watchers & top advocates
No mentions on
weightwatchers.com
41 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.