team 13 tayto mn329

Team 13- TaytoJOHN CURRAN- 11420548

NIALL O'CONNOR- 11392736

NICOLA STAFFORD- 11339216

MN329- Social Media

Facebook analysis

Tayto

Search Results:

Places:

Groups:

#Tayto Results:

Mr Tayto Facebook Page:

The most popular Facebook page is the ‘Mr Tayto’ Facebook page, with just over 261,000 fans, and 1,954 people talking about the brand. This indicates that fans are engaging with the brand and its social media posts.

The Mr Tayto mascot has been used here in order to allow consumers to easily identify with the brand and remember it. (Kalb, 2012)

Brand mascots can act ‘‘as a meeting point or interface for the communication of information between ‘producers’ and ‘consumers’’’ (Lury, 2004, p.50)

Facebook Profile:

Popular page with easily identifiable mascot

Cover photo with clear competition to appeal to people who may come across the page

Facebook Profile Criticism:

The Brand is classed under Sports/ Recreation and Activities.

It should instead be classed under the general area of food

No brand description has been provided in the about section

Facebook and Twitter profile comparison:

The Twitter page name and profile picture for the Tayto brand is similar to the

Facebook page, which means it is easily located and identifiable.

Page Statistics:

Graph highlights positive increase in terms of both fans and the number of people discussing and engaging with the brand.

Most popular target audience reflects the age group of a number of friends .

Fan Comments:

Support Requests:

Spam:

Negative Comment Dealt With:

It is essential to respond to customer complaints as soon as possible

Negative Comment Ignored:

More engagement required in order to ensure positive associations with brand

Apps Being Utilized:

Apps: The App images clearly relate to the caption underneath meaning they are likely to

entice people to click them for more information.

The more creative, fun, and rewarding the Apps are, the more likely people are to click them and become a fan of the page for future updates.

Apps: Photos

Photos

Uploading photos is one of the most popular methods for fan engagement, as people can like, share, and comment on the content.

Photos can also be uploaded in association with news related to the brand, campaigns the brand engages in, and new product lines for instance. (Examples shown on the next page)

Photos

Photos

Tayto allow fans to upload their own Tayto pictures. This form of user generated content and engagement appeals to a number of people and allows them to build brand loyalty and trust

Apps: Videos

Videos

Video information is provided with a phone number for booking purposes also

Videos

However, some videos are lacking information and captions which make it difficult for viewers to understand the message being communicated.

There isn’t any TV adverts being uploaded.

There is also a lack of direct links to Tayto videos or related channels on Youtube.

App: Book Tickets

Tayto have provided an app for booking tickets for Tayto Park. However there is an error encountered when trying to access the feature. This should be dealt with immediately in order to maintain positive relations with loyal consumers.

The presence of such an app is essentially for directing fans to the brands website, or other social media pages. However this is being prevented in this particular case and disadvantages may include loss of consumer interest, profit, and trust.

Ticket Booking Error:

App: House Rules

App Criticism:

The Mr. Tayto facebook page has not provided links to other social media pages such as their twitter profile or related Northern Irish Tayto facebook page.

Tayto have also failed to provide links to their itunes apps, which may affect the number of people downloading them and being aware of their existence.

‘About’ Information:

Providing a phone number and website address allow people to enquire about queries and find more information if required

Brand history allows fans to gain a greater insight into the company, its past, and values.

‘About’ Information

Clickable life events allow users to reveal more about the Tayto brand and its history. Examples include past campaigns and original packaging.

Examples:

Nostalgia!

Such pictures can evoke feelings of nostalgia!

‘‘Nostalgia is worth our serious attention....Because it is not merely a vapid yearning for a dead past but a vital emotion central to all human life and though it can be our undoing, it can at times be our salvation.’’ (Howland, 1962)

LikeAlyzer Statistics for Mr. Tayto Page:

LikeAlyzer Statistics for Mr. Tayto Page:Tayto

Doritos Walkers Ireland

Hunky Dorys

Socialbakers Mr. Tayto Page Statistics

Article from The Telegraph

By comparing this information with the fan distribution on the previous page, it is clear that a number of Irish people abroad are likely to be fans of the page!

Opportunities?

This means that there are potential opportunities for Tayto to expand into new markets, or they could also organize a feature on their website/ social media platforms so that their products can be mailed abroad as there is clearly a demand and consumer needs to satisfy...

Evidence!The Irish Examiner

This ties in with ‘the product ecology.’ In the case of these people living away from Ireland, Tayto has a cultural and nostalgia related meaning to them. ‘‘The functional, aesthetic, symbolic, emotional and social dimensions of a product, combined with other units of analysis, or factors, in the ecology, help to describe how people make social relationships with products.’’ (Forlizzi, 2008)

Evidence!Fan Thoughts

However it can be argued that Tayto seem to be aware of this as a result of running a recent competition where boxes of the crisps can be won, therefore allowing them to be sent anywhere in the world.

Overall Tayto have been successful in offering a regularly updated social media page with engaging content.

They are the best performers in the crisp market in relation to maintaining a well run facebook profile, compared to the performance of a number of competitors mentioned earlier.

If they can improve performance in certain areas such as quicker response times, uploading brand information, and providing links to related social media, they would be more likely to grow in popularity, and therefore profitability!

Twitter Analysis: Tayto

Quick Twitter Search Of “Tayto” Under People Category.

Poor positioning for Tayto. They should aim to be the first person to come up when people search for Tayto.

Some Stats For @MrTaytoIreland

Brand Is Easily Identifiable : Tayto keep the common theme of their mascot throughout their social media pages. This helps customers to keep the brand image of Tayto fresh in their memory.

Critique

• No bio: Tayto should have a description about themselves. This would also help to optimise search results for them.

• Bennets, K 2013 says people decide to follow you based on your bio.

• This is why it is of high importance that Tayto create a bio for their Twitter page.

Twitter Influence

Influencers are “Individuals who disproportionately impact the spread of information or some related behaviour of interest” .

According to Tweetlevel: curators are one of the most influential groups on Twitter. Curators maintain discussion on Twitter even when others have left.

Things Tayto Tweet About

Tayto emphasizing the fact that they’re Irish.This makes people feel pride in the product.

How Do Tayto Compare To Their Competition?

• Walkers Crisps are a full 20 points ahead of Tayto.

• Tayto need to interact with their customers more to improve this score.

Why Have Walkers Got A Better Twitter Influence Than Tayto?(1)

Bio +URL: Walkers have a nice bio. It shows their friendly side and entices people to click onto their Twitter page. Also the URL further links to their Twitter page.

Why Have Walkers Got A Better Twitter Influence Than Tayto?(2)

Verification : This helps Walkers followers to know that they are the real account.

Walkers tweet more, follow more people and have more followers. They interact more with their followers.

Walkers have also linked their website and location to their Twitter page. This increases consumer trust.

Things Tayto Do Well On Twitter

NOSTALGIA: As we said earlier “nostalgia is a vital emotion central to all human life” Howland 1962


CHARITY:Tayto promote things such as Movember.

By giving/ contributing to charity a companies image is often enhanced in the public’s perception. Henderson, KJ 2013


Promoting Their “Irishness”: • O’Doherty 2013 found that 80% Irish shoppers

wanted to buy Irish. • Tayto promote this as they know 81% of people

believe Irish produce is of a high standard.

Competitions

By getting people to RT Tayto gets reach to more people. This is clever by Tayto.Also the international competition bodes well being linked into their Facebook page.

Tayto’s TweetStats

As you can see by the graph, Tayto tweet different amounts on different days. If they became more regular it would improve their influence on Twitter.

#Tayto

Tayto have a decent reach of people and timeline deliveries.

Tayto should be the most influential person. Also 3 tweets a day is far from enough. Most people recommend no more than ten times a day and no less than 5 for a business. Moon, G (2013)

Tweet Reach For Tayto

• Tayto’s reach is good. Their reach is 18,968 and 39,270 impressions

• However when you compare it to Walkers score of 31,674 and 35,863. Tayto are again lacking against their competitors.

More Stats.

Retweet Rank Of Mr.Tayto Ireland

Tayto rank well in terms of retweet rank. They scored 98.08 percentile which is very good considering 100 percentile is the best.

Tayto are doing better than Walkers in this department. Walkers were 95.72 percentile and ranked 251,301 in retweet rank.

Style Of Tayto

According to TWITALYZER a casual user is someone who “are exactly that, individuals who drop in and out of Twitter on a whim, treating the network as a social channel when it suits their needs.”

Under things Mr.Tayto tweets about there is no mention of crisps. They should be talking about their product more. #CrispyJumper is the hashtag Mr.Tayto

uses. This is a strange hashtag but at least it has something to do with the product.

Tayto’s Social Mentions

Key Stats:

• Positive (27) is greater than negative(3). This means that Tayto tweet happier stuff which is good for customers.

• 23% passion is quite weak. I would prefer Tayto’s Twitter to have more passion.

• Tayto, mrtaytoireland and crisps are among the top keywords. I am happy to see that the brand and brand name are up here.

Tweets about Crisps and Tayto

• If Tayto’s tweets could overlap with the crisp tweets it would be fantastic for the brand.

• This is what Tayto should aim at doing.

Tweets about Crisps, Tayto and Walkers

As you can see by the graph from the 29/11 to the 8/12 Walkers absolutely dominated this area. This kind of domination is bad news for Tayto. They need to aim to reduce this.

Tayto vs Walkers

Tayto vs Walkers-Detailed

Walkers beat Tayto in all the bottom charts. Walkers have:• A better engagement rate, • More average followers per

day• More total tweets• More average tweets per

week.

Mapped Location of @MrTaytoIreland’s Followers

• Followers spread out throughout the world, especially Europe.

• Large majority as expected from Ireland

Active hours for @MrTaytoIreland

Tayto’s most active hours are at 10:00 and 16:00. Studies from bit rebel suggest 17:00 is the best time to tweet in terms of RT’s.

The Science of Social Timing

Social Authority of Tayto’s followers

Regencies' of Tayto’s followers tweets.

As you can see 6.4% of Tayto’s followers most recent tweet was between 1 month and 2 years ago. Inactive followers don’t add anything to Tayto as they can’t interact and/or RT.

Tayto followers language

All of Tayto’s followers speak English so they don’t have to worry about translation.

Retweets as a % of timelines MrTayto follows

Bio word and location word count of users Tayto follows

Both Tayto’s word and location cloud are Irish oriented. This brings us back to the fact that 80% Irish shoppers wanted to buy Irish. (O Doherty, 2013.)

YouTube Analysis: Tayto

YouTube

Search results

Search results when searching for Tayto under the “video” filter.

Search Results

More search results for Tayto under the “video” filter.

Search results

Results given when searching for Tayto under the “channel” filter.

It is clear that Tayto does not have an official YouTube channel.

This channel is the only one which appears to be anyway related to the Tayto brand.

However, when you look closer it is clear that it is simply a YouTube generated channel and not an official Tayto channel.

Popular videos

This video of popular Irish comedian Dara Ó'Briain is by far the most viewed Tayto related video on YouTube with a total of 146,112 views and counting.

Popular videos

Another popular Tayto related video is this one from the Republic of Telly which was uploaded only last month and has nearly 22,000 views.

There are a number of other videos on YouTube which are some how related to Tayto. These videos come in the form of tours of the Tayto factory, a day out at Tayto park, old Tayto adverts and customer reviews of Tayto products.

Critique

Tayto could benefit greatly by creating an official Tayto YouTube channel. By doing this they could compile all Tayto related YouTube videos, videos which were both uploaded by themselves and other YouTube users and fans. By doing this it would be a lot easier for an users to search for and find Tayto related videos.

Also if Tayto were to create an official YouTube account it would be a lot easier for users to differentiate between which videos are just fan videos or user uploaded videos and which ones are uploaded by Tayto themselves.

Tayto compared to competitors

VS

Walkers

Your text hereWalkers Crisps have an official YouTube channel with a total of 59 videos uploaded.

Walkers

Their channel is clearly laid out into different sections with each video being clearly labelled and easy to find.

Walker statistics

Some general figures about the Walker‘s YouTube channel show that they have an impressive total of nearly two and a half million over all views.

Walkers statistics

These statistics highlight the regularity of the Walker‘s channel’s activity and also of the subscriber’s activity.

It is not possible to generate such figures and statistics for Tayto on YouTube as they do not have an official channel.

Critique contd.

Walkers make it far easier to construct such graphs with statistics and figures as they have an official YouTube channel which they use and update on. Regular and consistent basis.

From the figures shown we can see where Walkers have peaked in some areas and dropped slightly in others.

As already mentioned, it is very difficult to generate such graphs and figures for Tayto as they have a very minimal use of YouTube and do not have an official channel.

It is strongly advised that Tayto set up an official YouTube channel and update it regularly by uploaded videos at least once a month.

Tayto on YouTube compared to Facebook and twitter

Although there is room for improvement on both the Tayto Facebook page and the Tayto Twitter account, these other accounts look perfect in comparison to Tayto’s use of YouTube.

YouTube could be a great way for Tayto to interact with customers and fans by encouraging them to upload videos of them with the Tayto products.

However, Tayto have a long way to go before this is possible and must first create an official YouTube channel.

Tayto could learn a lot from Walker’s use of YouTube and would benefit greatly by following in their footsteps.

Google Trends

Google Trends- Tayto

A: Cadbury pushes Tayto out of top 5 best-selling brandsB: Mr Tayto bags victory as Lineker ruled offsideC: Tayto takes on 58 new staffD: Even Mr. Tayto is a chocaholic E: 80 new jobs created at Tayto ParkF: Move over mickey Tayto has a new park G: Empire expands as Tayto snaps up failing crisp firm.

Regional Interest + Related Searches for Tayto

Related Searches

SEO Analysis of Tayto

5 popular anchor texts in Tayto’s links.

Top 5 pages on Taytocrisps.ie

Pinterest analysis: Tayto

Search results

The search results for Tayto are a lot more relevant and easy to find than on YouTube.

Nostalgia among Pinterest users

As seen earlier in Tayto’s Facebook page, posting pictures of old Tayto crisp wrappers can evoke the feeling of nostalgia and remind people of fond memories.

We can see a humorous aspect of Tayto here in this user submitted picture where Mr. Tayto is seen to be running for election.

We can see here how Mr. Tayto is a huge part of the Tayto brand as a whole.

Tayto on pinterest

Tayto crisps appear to be a very popular topic on Pinterest.

Because pinterest is full of user submitted information and the majority of Pinterest accounts are general users rather than businesses, users can upload anything they want.

Because there are more user accounts than business accounts on Pinterest, any of the related Tayto posts on Pinterest are the opinions and thoughts of Tayto customers, and in this case they all appear to be positive results.

Pinterest is one of the lesser used social media websites, especially among businesses. If Tayto’s use of other social media websites such as Facebook and twitter were anything to go by then it would be a huge surprise if they were to have a Pinterest account.

Why should Tayto use Pinterest?

There are just over 70 different posts related to Tayto on Pinterest, with not one of them coming from an official Tayto account.

This just shows us that there is already a big enough user recognition of Tayto on Pinterest already.

As with YouTube, if Tayto were to create and use a Pinterest account, this would improve the already popular topic of Tayto products on Pinterest.

Based on figures and statistics for the amount of people who have emigrated in recent years, there would also be a demand for a Pinterest and a YouTube account from users abroad who still like to follow one of the biggest Irish brands.

Flickr

Quick Search of Tayto on Flickr

Most Recent photo’s of Tayto Crisps on Flickr

Username with ‘tayto’ appearing in results

Honest opinion from a big Tayto fan!

Slideshare

Tayto on Google discussions

Tayto on Google books

Scribd

Scribd is the world’s largest digital library, where users can discover books and written works of all kinds on the web or on any mobile device. Scribd contains more than 40million books and documents.

Tayto on scribd

When searching for Tayto crisps on scribd, the results are limited. The only search tab which gives any relevant results is the “documents” tab. Every other tab has no results or results that are irrelevant.

Scribd

There is room for way more Tayto related documents on scribd.

There should be more written documents such as newspaper articles, written reviews of both products and trips to Tayto park, and any fan written documents.

This would all contribute to Tayto’s popularity on Scribd and also add to their overall popularity on all social networks.

Tayto should have articles like the one above on all of their social media websites, especially Facebook and twitter where they reach the largest audience. Tayto could also use their non existent Pinterest and Scribd accounts to promote this article.

Google plus

Google plus is a social networking site owned and operated by Google Inc. It is the second largest social networking site in the world, with more than three and a half million users.

Tayto and Google plus

Surprisingly enough, Tayto do in fact have a Google plus account. It is not a hugely used account but is still an account all the same. The account has not been updated since 2011 so there is definitely room for improvement here.

Mr. Tayto’s Google+ account

Mr. Tayto’s Google plus account

Tayto and Google plus

As already mentioned, Tayto’s Google plus account has room for huge improvement.

The account hasn‘t been updated at all since 2011.

Any social media page, especially one for a business, needs to be updated multiple times a day in order to stay relevant.

As with many of Tayto’s other social media accounts, or lack there of in the case of YouTube and pinterest, Tayto’s Google plus account leaves a lot to be desired.

Google images search of Tayto

Google Images Search overview

Plenty more relevant images of crisps on Google images compared to Flickr

Google Images Search overview continued

Facts on nutrition

(Graphs.net, 2013)

Crisp Facts

Crisps can be found in 69% of children's lunchboxes (Hartson, 2013)

While watching TV, crisps are the only thing people like eating more than chocolate (Hartson, 2013)

Eating a pack of crisps a day equates to drinking 5 litres of cooking oil a year (Naish, 2013)

A Yougov study found that a third of british children eat crisps everyday. (MacLeod, 2013)

Dr.Mozaffarian cited in (Naish, 2013) states that crisps are the single largest contributor to the obesity epidemic in the America.

Tayto in the news!

Tayto in recent news

This article is only from September 2013 and Tayto should have posted it to their various social media accounts.

Tayto in recent news

Huge attention came about recently over the première of Anchorman 2. The cast did a taste test of Tayto and King crisps. Again Tayto should have used this on their social networking sites as it would have generated major attention.

• Adams, D.. (2012). The Best Time Of Day To Tweet (To Get The Most RTs). Available: http://www.bitrebels.com/social/the-best-time-of-day-to-tweet-to-get-the-most-rts/. Last accessed 15 Dec 2013.

• Bennetts, K. (2013) THE IMPORTANCE OF YOUR SOCIAL MEDIA PROFILE BIO. Available: http://www.silversparrowsm.au/2013/07/23/the-importance-of-your-social-media-profile-bio/ Last accessed 15 Dec 2013

• Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use And Supporting Design Culture. International Journal of Design. 2 (1), p11-12.

• Graphs.net. (2013). Potato nutrition facts and benefits infographic. Available: http://graphs.net/201207/potato-nutrition-facts-and-benefits.html. Last accessed 23rd December 2013.

• Hartson, W. (2013). Top 10 facts about crisps. Available: http://www.express.co.uk/fun/top10facts/430036/Top-10-facts-about-crisps. Last accessed 20th December 2013.

• Henderson, KJ. (2013). Advantages for Corporations Sponsoring Charitable Organizations. Available: http://smallbusiness.chron.com/advantages-corporations-sponsoring-charitable-organizations-503.html …. Last accessed 18 Dec 2013

References

http://www.silversparrowsm.au/2013/07/23/the-importance-of-your-social-media-profile-bio/

http://t.co/E1n4V5TsCg

http://t.co/E1n4V5TsCg

References contd.

• Kalb, I. (2012). How Mascots Work, And How To Pick A Memorable One. Available: http://www.businessinsider.com/how-memorable-mascots-can-make-you-more-money-2012-1. Last accessed 1st December 2013.

• Lury, C. (2004). Brands: The logo’s of the global economy. London: Routledge.

• MacLeod, H. (2013). 1/3 of children eat crisps daily. Available: http://yougov.co.uk/news/2013/03/27/13-children-eat-crisps-daily/. Last accessed 20th December 2013.

• Moon, G (2013). How Often Should I Tweet. Available: http://todaymade.com/blog/how-often-should-i-tweet/ . Last accessed 16 Dec 2013

http://todaymade.com/blog/how-often-should-i-tweet/

References contd.

• Naish, J. (2013). Eating one pack a day is likedrinking FIVE LITRES of cooking oil a year: the frightening truth about crisps. Available: http://www.dailymail.co.uk/health/article-2305983/Crisps-Eating-pack-day-like-drinking-FIVE-LITRES-cooking-oil-The-frightening-truth-crisps.html. Last accessed 20th December 2013

• O' Doherty, C. (2013). Shoppers like to support Irish brands. Available: http://www.irishexaminer.com/archives/2013/0828/business/shoppers-like-to-support-irish-brands-241223.html. Last accessed 1 Dec 2013.