TCHO Social Intelligence

of 41 /41
TCHO Social Intelligence Analysis by Michael Osofsky (@mosofsky) 3 rd 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.

Embed Size (px)

description

My favorite brand of dark chocolate is TCHO. I was curious to see what other people thought of it so I conducted this perception study using social media. I hope you enjoy the analysis as much chocolate itself ;-)

Transcript of TCHO Social Intelligence

  • 1.TCHO Social Intelligence Analysis by Michael Osofsky (@mosofsky)3rd Quarter 2012Disclaimer: This study is provided to the public as a showcase ofNetBase Social Intelligence and was not requested, commissioned,nor endorsed by any of the companies mentioned.

2. OverviewThis 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 spamRepresentative sampling employed when necessary (95% confidence level) Methodology:Social Web 360Analysis In-depth look into the market through thefollowing lenses: LensExample ProductTcho Category dark chocolate CompetitionDove, Lindt, Hersheys, Godiva, Ghirardelli, etc. CampaignMothers Day promotion Brand TCHO Attributespackaging, richness, taste, cost, etc. Consumer @tchotchovi, @tchochocolate, @avinash2 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 3. 360View of TCHO on the Social Web Social Web3603 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 4. Its All GoodAUG 2011 JAN 2012 APR 2012Insight 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 model4 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 5. Consumers Like the Taste of TCHO Insight What people like the most aboutTCHO is the taste When people talk about taste, whatthey like the most are the variety offlavors available Potential Actions Increase awareness around thedifferent flavors available Perhaps periodically TCHO canpromote a specific flavor and/orintroduce a new [email protected] I love the "citrus" from @TCHOchocolate! - twitter.comWell, 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.comTCHO is great chocolate and I think their product is really smartbasically teachingpeople about the different qualities of chocolate so they can figure out what they like. Ithink citrus and nutty are my favorites. - angleofreflection.wordpress.com5 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 6. People Dislike the Cost of TCHO Insight What people dislike most about TCHOis the cost People say TCHO is too expensive Potential Actions Examine the types of ingredients orproducts people will spend moremoney on Show a comparison checklist of TCHOingredients next to other brands todepict why TCHO is a better productI am a hot chocolate groupie, so of course I loved every sip of it. It was pretty smallfor $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 saladsince I didnt really want to have the sandwich or the quiche on the menu, and ithad goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along withmy hot chocolate, but they somehow forgot that I ordered it and I didnt get it for awhile. - yelp.com6 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 7. TCHO is Expensive but Delicious InsightSo if you dont like dark chocolate you probably wont like this. They have flavorsthat, if you know theres a difference and think about it you might be able to depict 27% say TCHO is overpriced andit. TCHOs prices are rather high; the cheapest thing one can get is an individuallywrapped 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 whomentioned the cost also praised theMy initial reaction was "$4.75 for a small mocha are you serious??" Although it istaste 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 expensivewhy the mocha was so expensive (TCHO chocolate is EXPENSIVE) the design on topof the coffee was pretty cool too. it was in a leaf shape and I was impressed howbut delicious and pricier but the besteffortlessly the barista did that. I went with a group and tried the cappuccino, cafeI ever had mocha, and a cafe au lait. - yelp.com Potential ActionsI am a hot chocolate groupie, so of course I loved every sip of it. It was pretty smallfor $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 saladsince I didnt really want to have the sandwich or the quiche on the menu, and it Explain to consumers why TCHO ishad goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along withworth the expense my hot chocolate, but they somehow forgot that I ordered it and I didnt get it for awhile. - yelp.com7 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 8. Buzz About the Factory Tour InsightMakes no kind of sense to me. Do you like chocolate and free things? TCHO is acute 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 TCHOs factory tourweb 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 weirdfree, some say the tour is boring actually but Im loving it. There is a free chocolate tour at Tcho chocolate locatedon one of the piers in S.F. that I read about, could be fun to take the kids on Friday. wordpress.com Potential ActionsIf u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. facebook.com Advertise TCHOs free tour Brainstorm new and interestingBut their milk chocolate is one of the best Ive ever had, exceptionally creamy andways to engage kids, as well as smooth. I think its worth the price when you take into consideration the fact that itadults, during the tour is fair trade and the growers are being treated with respect. Ive gotta admit, I waspretty disappointed in the factory tour at TCHO. Granted, their factory (which is onthe Embarcadero) is pretty small, so theres not much to be expected, but......basically we were just ushered into a holding pen, shown a video praising thevirtues of TCHO chocolate and the company, and then given a 5 minute walk-through of the factory space. - yelp.com8 | 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 theyre super conscious of where they get their product from, and only support certain farmers for People like TCHO because of itsvarying socially just reasons... It [business]s probably all true, and TCHO is probably way better at caring about people than I am yelp.comcorporate responsibility Consumers praise TCHO for being acompany that partners directly with I also do care and understand @TCHOchocolate works very closely with theirgrowersfarmers. 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, TCHOresponsible companyempowers 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 Heres one reason why I like this American chocolate-maker so much: TCHO: We Are - No Slavery facebook.com9| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 10. 360View of TCHO on the Social WebSocial Web 36010 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 11. Its Delicious and Good for You Insight People like dark chocolate becauseit is delicious The health benefits of darkchocolate are almost as importantto consumers as the taste Potential Actions Examine the health benefits ofTCHO dark chocolates Capitalize on the concepts ofdelicious and good for you 11 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 12. Bitter or Sweet?Insight The most common reason people dislike dark chocolate is the taste 25% say dark chocolate tastes bitterPotential Actions Create messaging for TCHO dark chocolate that describes the taste using more appealing adjectives12 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 13. Famous Dark Chocolates OnlineInsight TCHO is not in the Top 100 trending brands for dark chocolates Dove is the most popular brandPotential Actions Explore brands that are similar to TCHO in the top 10013 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 14. 275 People Want Chocolate per Hour InsightPotential Actions About 275 people tweet every hour that they They say they want chocolate, so give themwant chocolate; thats 2.4 million per year. chocolate (Social Selling).14 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 15. 360View of TCHO on the Social WebSocial Web 36015 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 16. Who is the Most Famous of Them All?Insight The Brand Passion Index showsthat Hersheys dominates the buzz Dove is the most loved Ghirardelli has the most positivementionsPotential Actions Increase TCHO brand awareness Tcho has the least buzz,passion intensity,& net sentiment16 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 17. Thats Expensive!Insight When TCHO is compared to thetop 5 brands, the biggest differenceis the cost Dark chocolate is the most popularlike for both Dove and LindtPotential Actions Focus on the benefits of TCHO vs.the other brands 17 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 18. No Mentions on weightwatchers.comInsight TCHO has no mentions fromweightwatchers.com Other brands have buzz fromweightwatchers.comPotential Actions Use information about dark chocolateand health to approach weightwatchers for a potential partnershipNo mentions onweightwatchers.com 18 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 19. 360View of TCHO on the Social WebSocial Web 36019 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 20. I