TCHO Social Intelligence

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.

| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.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 spamRepresentative 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


360°View of TCHO on the Social Web

Social Web 360°


It’s All Good

Potential Actions

Research the reasons for the positive spikes

Positive spikes may be a result of successful

campaign of TCHO and, therefore, can be a

baseline for a successful campaign model

AUG 2011 JAN 2012 APR 2012

Insight

TCHO sentiment & buzz timelines follow a

similar pattern

Interesting positive spikes occur in Aug 2011,

Jan 2012, & Apr 2012


Insight

Consumers Like the Taste of TCHO

Potential Actions

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

Increase awareness around the

different flavors available

Perhaps periodically TCHO can

promote a specific flavor and/or

introduce a new flavor

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

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

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

@docsconz I love the "citrus" from @TCHOchocolate! - twitter.com@docsconz I love the "citrus" from @TCHOchocolate! - twitter.com


Insight

People Dislike the Cost of TCHO

Potential Actions

What people dislike most about TCHO

is the cost

People say TCHO is too expensive

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



Insight

TCHO is Expensive but Delicious

Potential Actions

27% say TCHO is overpriced and

expensive

However, the same people who

mentioned the cost also praised the

taste

Consumers say TCHO is “expensive

but delicious” and “pricier but the best

I ever had”

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 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, hot chocolate, and cookies as well. It was perhaps a bit overpriced. - yelp.com

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 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, hot chocolate, and cookies as well. It was perhaps a bit overpriced. - yelp.com

Market TCHO as a luxury chocolate

Explain to consumers why TCHO is

worth the expense



My initial reaction was "$4.75 for a small mocha are you serious??" Although it is 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 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 effortlessly the barista did that. I went with a group and tried the cappuccino, cafe mocha, and a cafe au lait. - yelp.com

My initial reaction was "$4.75 for a small mocha are you serious??" Although it is 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 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 effortlessly the barista did that. I went with a group and tried the cappuccino, cafe mocha, and a cafe au lait. - yelp.com


Insight

Buzz About the Factory Tour

Potential Actions

13% appreciate TCHO’s factory tour

20% did not enjoy it

While customers like that the tour is

“free,” some say the tour is boring

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 web startup (their current CEO and president were the founders of Wired). - yelp.com

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 web startup (their current CEO and president were the founders of Wired). - yelp.com

Advertise TCHO’s free tour

Brainstorm new and interesting

ways to engage kids, as well as

adults, during the tour

If u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. – facebook.com If u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. – facebook.com

Another Hubbubberylyless morning here in the Glosli household. Kinda weird 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

Another Hubbubberylyless morning here in the Glosli household. Kinda weird 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

But their milk chocolate is one of the best I've ever had, exceptionally creamy and smooth. I think it's worth the price when you take into consideration the fact that it 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

But their milk chocolate is one of the best I've ever had, exceptionally creamy and smooth. I think it's worth the price when you take into consideration the fact that it 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


Potential Actions

Insight

TCHO Cares

People like TCHO because of its

corporate responsibility

Consumers praise TCHO for being a

company that partners directly with

growers

Continue to promote TCHO as a socially

responsible company

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 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

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 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

I also do care and understand @TCHOchocolate works very closely with their farmers. –twitter.comI also do care and understand @TCHOchocolate works very closely with their farmers. –twitter.com

"TCHOSource intelligently blends modern technology and field practice to help raise farmer income. Rather than simply paying for certifications, TCHO 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

"TCHOSource intelligently blends modern technology and field practice to help raise farmer income. Rather than simply paying for certifications, TCHO 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.comA 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.comHere's one reason why I like this American chocolate-maker so much: TCHO: We Are - No Slavery –facebook.com



Social Web 360°


Potential Actions

Insight

It’s Delicious and Good for You

People like dark chocolate

because it is delicious

The health benefits of dark

chocolate are almost as important

to consumers as the taste

Examine the health benefits of

TCHO dark chocolates

Capitalize on the concepts of

“delicious” and “good for you”


Potential Actions

Insight

Bitter or Sweet?

The most common reason people

dislike dark chocolate is the taste

25% say dark chocolate tastes

bitter

Create messaging for TCHO dark

chocolate that describes the taste

using more appealing adjectives


Potential Actions

Insight

TCHO is not in the Top 100 trending

brands for dark chocolates

Dove is the most popular brand

Explore brands that are similar to

TCHO in the top 100

Famous Dark Chocolates Online


Potential ActionsInsight

275 People Want Chocolate per Hour

About 275 people tweet every hour that they

want chocolate; that’s 2.4 million per year.

They say they want chocolate, so give them

chocolate (“Social Selling”).



Social Web 360°


Potential Actions

Insight The Brand Passion Index shows

that Hershey’s dominates the buzz

Dove is the most “loved”

Ghirardelli has the most positive

mentions

Increase TCHO brand awareness

Who is the Most Famous of Them All?

Tcho has the least buzz, passion intensity, & net sentiment


Potential Actions

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

Focus on the benefits of TCHO vs.

the other brands

That’s Expensive!


Potential Actions

Insight

TCHO has no mentions from

weightwatchers.com

Other brands have buzz from

weightwatchers.com

Use information about dark

chocolate and health to approach

weight watchers for a potential

partnership

No Mentions on weightwatchers.com

No mentions on weightwatchers.com



Social Web 360°


Potential Actions

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

Evaluate the reach of the recent

TCHO Mother’s Day campaign

Look into the possibilities of

connecting with other trending brands

I <3 MOM!


Potential ActionsInsight

Dark chocolate buzz is saturating the

U.S.

California has the most conversation

about TCHO

Determine if the states with a smaller

number of mentions would be an

effective test market for TCHO

Research what competitors do online

The Need to be Known

Dark Chocolate buzz saturating USA

Tcho has least buzz compared to others



Social Web 360°


Potential Actions

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

Continue to build on what TCHO

stands for

Leverage the connection to Wired

Magazine and Rob Polevoi

How the Company is Perceived by Consumers


Potential Actions

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

Research SF icons that could promote

TCHO

Promote TCHO as a San Francisco

product

Who “owns” San Francisco?



Social Web 360°


Potential Actions

Insight

Brand Positioning vs. Brand Perception

“Taste” is the most talked about

attribute

All of the elements of taste are liked

as opposed to loved

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.


Potential Actions

Insight

The Richness of TCHO

Consumers like the “richness” of

TCHO

Compared to the “richness” attribute

of other brands, TCHO is least loved

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.


Potential Actions

Insight

Am I Rich Enough?

TCHO is most disliked due to the cost

Ghirardelli is also disliked for the price

of the product

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

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


Potential Actions

Insight

Appearance is also Important to Consumers

“Packaging” and “Richness” are

important to consumers when

purchasing a dark chocolate

“Taste” is the most talked about

attribute

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

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

TCHO uses less environmentally friendly paperboard and gold foil imprinting for their boxes.–thechocolatelife.com



Social Web 360°


Potential Actions

Insight

Top 3 people: Avinash Kaushik, Ryan

Block, & Jayme Campbell

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.

TCHO’s Most Influential Promoters


Insight Potential Actions

Women talk about Dark chocolate

more than men

TCHO is talked about by men and

women equally

Create campaigns that target women

Compare TCHO to other brands to

determine how they are targeting

women

Girl Power!

Tcho is being talked about by Men & Women almost equally

Women talk about Dark Chocolate more than Men


Potential Actions

Insight Among the advocates, which ones are

women?

Top 3 women: Victoria Justice, Grace

Bonney, & Christine Teigen

Connect with these women and ask

them to become ambassadors of the

TCHO brand.

Dark Chocolate Female Advocates


Potential Actions

Insight

Outpouring of Sympathy for Shooting Tragedy

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.

Next time consider offering a “thank

you” to all the fans for offering their

condolences.


Potential Actions

Insight

Unique Visual Ideas Generate Sharing

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.

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.


Insight

Potential Actions

Develop Fans Who Like but Don’t Comment

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.

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.


Insight

Potential Actions

Michael Troutwine (“MT” = Making Trouble?)

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.

Develop the fans who’ve got

something more uplifting to say, for

instance Lea-Anne Smith.


Potential Actions

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”

Consider possible combinations with

coffee

Connect with followers even if it’s not

related to TCHO products

Tweet special offers & promotions

TCHO Followers Want Coffee


Potential Actions

Insight

Top things @TCHOchocolate

followers talk about are “Quote,”

“News,” “Chocolate,” and “Stories”

Consider tweeting about chocolate

trivia and facts; current events; and

the health benefits of chocolate

TCHO Followers Like News and Stories


Potential Actions

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

Consider running a campaign to

#giveaway TCHO

#giveaway’s can Boost Followers


Insight & Opportunity Summary

TCHO is more expensive than most competitor brands

The most common reason consumers dislike dark chocolate is due to taste

There’s a need to grow awareness online

No mentions on weightwatchers.com

Top opportunities:

Social selling to people who say they want chocolate

Solidify TCHO’s identities

Boost TCHO’s good taste and health benefits

Partner with Weight Watchers & top advocates

TCHO Social Intelligence

Business

Transcript of TCHO Social Intelligence