This project involves an in-depth analysis of a startup firm called Toffee Talk. It includes an analysis of their target segment, current marketing strategies and metrics. Based on their vision and budget considerations, the project highlights recommendations which includes: - Redefining the target segment - Proposed Social Media Strategy - Content Narrative - Tools and Techniques

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

2. Agenda
The Toffee Talk Story
• Background
• Competition & Differentiation
• SWOT Analysis
• Current Marketing Objectives
• Effectiveness Of Current Social Media Strategy
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3. Agenda(cont…)
Proposed Social Media Strategic Plan
• Goals & Objectives of Social Media
• Segmentation
• The Brand Story
• Platforms & Blogs
• The Campaign Calendar
• Metrics and Measure
• Tools
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4. Background
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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
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5. 5

6. Competitive Analysis
Multi Location
Presence
Facebook: 2770
Twitter: 1683
Blog : Infrequent
postings
Data as on Aug, 28, 2013
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
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7. Competitive Analysis(cont…)
Excellent Affiliate
Marketing
Facebook: 1092
Twitter: 640
Instagram: 531
followers
Blog: Interesting with
tons of recipes
Popular Segment:
45-54 year old
Data as on Aug, 28, 2013
Sells through multi
channel retail outlets
Facebook: 670
Twitter: 708
Instagram: 104
Pinterest: 125
Own Retail outlet in
Arizona
Impressive FB
page, lot of activity
1415 Followers
Twitter: 1686
LinkedIn presence
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8. Product Differentiation
• Unique Recipe
• Awards
• Packaging Design
Most of the competitors promise great taste, high quality ingredients,
handmade toffees and target the same segment i.e. 45 – 60 age group
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9. SWOT Analysis
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Strengths
Product recipe and
reputation
Prestigious Awards
Unique Packaging
Key corporate customers
like Pixar & Google
Self Supporting Business
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Opportunity
Large growing market with
huge demand for “artisan”
toffee, potential in product
line expansion, growth in B2B
and B2C opportunity
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
Threats
• Threat of product
duplication
• Very close competitors with
similar stories and products
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10. Current Marketing Strategy
• Create awareness
• Create demand from
– individual customers
– corporates
– on-line stores and physical high-end retail stores
• Public Relations
• CRM
Social media vehicles currently used:
Facebook, Twitter, Pinterest, LinkedIn
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11. Current Marketing Strategy(cont…)
• 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)
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12. Current Social Media Analytics
Facebook
Overview
OUTBOUND
7
17
2
Brand
Posts
Total
Engagemen
t on Brand
Posts
Engageme
nt/Post
Outbound
Community Health
COMMUNITY
HEALTH
680
2
Total Page
Fans
0.3%
Avg. People
Talking About
This (PTAT)
Avg. PTAT as
% of Fans
2.5%
Engagement
as % of Fans
Optimization
Content Details
OPTIMIZATION
CONTENT
DETAILS
Most Engaging
Content Type
Most Engaging Post
Photos
Top Day/Time For
Engagement
Wednesday
5:00 PM –
6:00 PM
"National Reese's
Peanut Butter Day Toffee Talk Peanut Secret Ingredient! |
https://photosa.xx.f…"
8 interactions (3.8x average)
Data by Simply Measured
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13. Current Social Media Analytics
Facebook
0
Status
Posts
2
Links
5
Photos
0
Videos
Data by Simply Measured
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14. Current Social Media Analytics
Twitter
49% of the followers fell under the Pacific Time Zone
Data by Simply Measured
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15. Current Social Media Analytics
Engagement comparison FB versus Twitter
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16. Current Social Media Analytics
Instagram
NEW
POSTS
ENGAGEMENT
TOTAL
ENGAGEMENT PER POST
INSTAGRAM
ACTIVITY
46
437
9.5
PHOTO
POSTS
46
437
9.5
VIDEO POSTS
0
0
0
MOST ENGAGING
POST
Toffee Talk hits SF
Market Street!
#summer #suppor...
MOST ENGAGING
FILTER
Poprocket
MOST ENGAGING
LOCATION
Fog City News
Data by Simply Measured
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17. Current Social Media Analytics
Instagram
Data by Simply Measured
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18. Current Social Media Analytics
Instagram
Data by Simply Measured
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19. 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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20. Present Content Strategy
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Generating genuine followers
Focused platform selection
Always have ‘plan B’
Watch the experts
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21. 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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22. Proposed Social Media Strategy
Target Segment
• Demographics:
– 25-35 year old, mid to high income, women(new segment)
– 35+, high income women(existing segment)
• Psychographics:
– Like to splurge on pricey treats for friends and family
– Love to celebrate the emotional quotient of occasions
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23. Proposed Social Media Strategy
• The Brand Story “Conversations and Celebrations”
• Advocate & Influencer engagement
• Guest blogs sponsored and earned
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24. The Content Strategy
• Post/ Tweet on how Toffee Talk embellishes Occasions
• Use labels to customize packs for special occasions
– Halloween/ Christmas
– Graduation/ Baby Shower/ Weddings
– Sport Events
• Post engaging content
– Ask fans on Pinterest/ Facebook to pin/ post pictures showcasing how
they use Toffee Talk/ Crumble Mumble
– Run contests
– Post Customer Testimonials - Tag them and Thank them
– Use hashtags
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25. The Platform Strategy
Link and Integrate all these platforms
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26. Content Narrative: Example1
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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27. Content Narrative: Example1
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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28. Content Narrative: Example2
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 picture and enter for a chance to win
a Toffee Hamper!!”
• Use Sponsored Posts
Twitter:
• Tweet interesting messages on photos and Halloween ideas for
décor and recipes
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29. Content Narrative: Example3
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
and boxes
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30. Content Narrative: Example4
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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31. Blog
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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
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32. Pinterest Contest
● Find 10 influencers on pinterest (people who love pinning recipes for
desserts and have a huge following)
● Take their address and send them a surprise gift hamper from Toffee Talk
● Include in the hamper an overview of a contest where they have to create
something unique with toffee talk and share it on their blog/pinterest or
instagram. The best recipe would be featured on the toffee talk blog and
would win $100 worth of toffees!
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33. Association with a Social Cause
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34. The Content Schedule(for a week)
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
Pinterest
5 pins
5 pins
5 pins
Blog
1 post
5 pins
5 pins
1 post
5 pins
5 pins
Start with 1
per week
**The posts should be pre made and put on a content calendar.
Reactive content can replace proactive content
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35. The Content Schedule(for a week)
Pre made posts
“What better dessert
than toffee talk” say
at 1 pm/ 8pm i.e.
right after lunch &
dinner”
Platform
Twitter
Date
01/09/2013
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36. Metrics
Monitor and Measure to analyze Social Media strategy
• Facebook Likes, Shares, Comments
• Twitter Retweets, Mentions
• Pinterest Followers, Likes
• Number of blog visitors
• Website visits
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37. Suggested Tools
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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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38. Ready! Set! Munch!
Time for Toffees and Conversations!
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