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Social	Media	Strategy	
Tim Hortons Marketing Plan
CONSULTING
CONSULTING
THE	TEAM	
Who are we?
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
Imple...
CONSULTING
THE	INDUSTRY	
What do you need to know about the Coffee Industry in Canada?
SOURCE: IBIS WORLD RESEARCH REPORT
...
CONSULTING
THE	INDUSTRY	
Who does the coffee industry target?
SOURCE: BONIKOWSKY, CAIRA, MOIR, 2014.
TEAM
INDUSTRY
OBJECTI...
CONSULTING
THE	OBJECTIVE	
What are we trying to do?
RESEARCH
To identify relevant issues and
opportunities through (1) an ...
CONSULTING
THE	NETNOGRAPHY	
What is happening on Instagram?
SOURCE: MINTER.IO
@TIMHORTONS
• 140k+ Followers (+1.8k/wk)
• 5...
CONSULTING
THE	NETNOGRAPHY	
What is happening on Twitter?
SOURCE: TWITONOMY.COM
@TIMHORTONS
• 590.4k followers
• 46k tweet...
CONSULTING
THE	NETNOGRAPHY	
What is happening on Facebook?
SOURCE: LIKEALYZER.COM
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDE...
CONSULTING
THE	NETNOGRAPHY	
How original is the content posted?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
T...
CONSULTING
THE	NETNOGRAPHY	
How was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
ME...
CONSULTING
THE	NETNOGRAPHY	
How was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
ME...
CONSULTING
THE	NETNOGRAPHY	
How was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
ME...
CONSULTING
THE	NETNOGRAPHY	
How was the #WarmWishes campaign received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
ME...
CONSULTING
THE	NETNOGRAPHY	
How were the holiday cups received?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
T...
CONSULTING
THE	NETNOGRAPHY	
How is Second Cup’s winter campaign going?
SOURCE: MINTER.IO
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
...
CONSULTING
THE	NETNOGRAPHY	
How is Second Cup’s winter campaign going?
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
ME...
CONSULTING
THE	NETNOGRAPHY	
How was the #RedCupContest campaign received?
SOURCE: WHITTEN, 2015.
TEAM
INDUSTRY
OBJECTIVE
C...
CONSULTING
SOURCE: TWEETREACH
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
LARGE RE...
CONSULTING
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
NETNOGRAPHY
5
6
4
6
5
5
1
2
1
Rating be...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THE	CONCERNS		
What are the...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
PROBLEM #2: UNCLEAR CAMPAIG...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
PROBLEM #3: CUSTOMER SERVIC...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THE	BIG	IDEA		
What is our ...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
Weekly Campaign Themes
SUMM...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
ADVERTISEMENT ($8K)
• Promo...
CONSULTING
SOURCE: HOFFMAN & FODOR, 2010.
AWARENESS
• Impressions
• Views
• Followers/Fans
• Tags
ENGAGEMENT
• Replies
• C...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
APRIL - JUNE (2016)
• Form ...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
THE	TIMELINE	
How will the ...
TEAM
INDUSTRY
OBJECTIVE
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
APRIL - MAY
• Summer Camp - related
cam...
TEAM
INDUSTRY
OBJECTIVE
NETNOGRAPHY
CONCERNS
BIG IDEA
BUDGET
METRICS
TIMELINE
RISKS
CONSULTING
SOURCE: ROBINSON, 2013.
#1:...
Thank	You	For	Listening!	
Are there any questions?
CONSULTING
Appendices	
A-E
CONSULTING
A) Industry Research
B) Google Trends
C) Detailed Segmentation
D) Influencer Criteria
E) Works ...
INDUSTRY RESEARCH
What do we need to know about the industry?
CONSULTING
Coffee & Snack Shops in
Canada - Market Share
Tim...
GOOGLE TRENDS
What does the interest in Starbucks and Tim Hortons over time look like?
CONSULTING
4	
14	
24	
34	
44	
54	
6...
GOOGLE TRENDS
What are the interest insights we can derive from Google Analytics?
CONSULTING
INTEREST SPIKES - WHAT WAS HA...
GOOGLE TRENDS
What are the interest insights we can derive from Google Analytics?
CONSULTING
CITIES
Top cities for Tim Hor...
DETAILED SEGMENTATION
Who does Tim Hortons Target? Who will the campaign target?
CONSULTING
Target Market 1: Age 18-24
• 7...
INFLUENCER CRITERIA
What are we looking for in influencers?
CONSULTING
CATEGORY 2
• Medium: Twitter
• Posts regularly (at ...
THE WORKS CITED
Where did we get our information?
CONSULTING
RESEARCH REPORTS
Alvarez,A.(2015).Coffee&SnackShopsinCanada-7...
THE WORKS CITED
Where did we get our information?
CONSULTING
NEWS ARTICLES
CanadiansunitedinloveofTimHortons:poll.(2009).T...
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Social Media Netnography on Tim Hortons

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This project was completed for a Social Media Marketing course at the Schulich School of Business. It was completed in the Winter semester of 2016. The company we selected to do this assignment on was Tim Hortons. This presentation focuses on a netnography we conducted and a recommended marketing strategy for the company going forward!

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Social Media Netnography on Tim Hortons

  1. 1. Social Media Strategy Tim Hortons Marketing Plan CONSULTING
  2. 2. CONSULTING THE TEAM Who are we? TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS Implementation Developer EKROOP SEKHON Tim Hortons Order: Sour Cream Glazed Donut Risk Management Expert ASHNA GAKHAR Tim Hortons Order: Iced Cappuccino Social Media Strategist MARIA BARKHATOVA Tim Hortons Order: Iced Coffee Market Research Specialist JESSICA GAHTAN Tim Hortons Order: Nutella Pastry Pockets
  3. 3. CONSULTING THE INDUSTRY What do you need to know about the Coffee Industry in Canada? SOURCE: IBIS WORLD RESEARCH REPORT Market share: 69.2% Market share: 17.6% Market share: 1.9% • Canadian company • International expansion • Introduction of ‘premium’ products and stores • Opening drive thru locations to be more ‘convenient’ • Extremely effective rewards program • Canadian company • Premium repositioning • Focus on Fair Trade and organics • Competes closely with Starbucks Key Players TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS
  4. 4. CONSULTING THE INDUSTRY Who does the coffee industry target? SOURCE: BONIKOWSKY, CAIRA, MOIR, 2014. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS WORKING PROFESSIONALSMILLENNIAL MARKET
  5. 5. CONSULTING THE OBJECTIVE What are we trying to do? RESEARCH To identify relevant issues and opportunities through (1) an analysis of the coffee industry and Tim Hortons’ position within it; and (2) a netnography focusing on Tim Hortons and its major competitors. CAMPAIGN To introduce an innovative marketing campaign that will utilize social media to increase customer engagement, generate UGC, and stimulate WOM. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS
  6. 6. CONSULTING THE NETNOGRAPHY What is happening on Instagram? SOURCE: MINTER.IO @TIMHORTONS • 140k+ Followers (+1.8k/wk) • 59% Female | 41% Male • Most engagement on drink photos • Popular Hashtags: #WarmWishes #tbt #RollUpTheRim #TimsDark #SpreadTheLove #Tims50th #Repost @STARBUCKSCANADA • 164.9k+ Followers (+2.2k/wk) • 78% Female | 22% Male • Most engagement on fall photos • Popular hashtags: #CoffeeLove #ReGram #ShareJoy #RedCups @SECONDCUPCANADA • 5.67k+ Followers (+76/wk) • 76% Female | 24% Male • Most engagement on latte art photos • Popular hashtags: #Regram #SCsharethewarmth #LatteTuesday TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS INSTAGRAM OVERVIEW
  7. 7. CONSULTING THE NETNOGRAPHY What is happening on Twitter? SOURCE: TWITONOMY.COM @TIMHORTONS • 590.4k followers • 46k tweets • The most retweeted and favourited tweets are part of campaigns • Most commonly used hashtags: #WarmWishes #RollUpTheRim #SpreadTheLove @STARBUCKSCANADA • 315.9k followers • 23.1k tweets • Most commonly used hashtags: #CoffeeLove • Popular tweets include hashtags like #RedCup #BellLetsTalk #FrappuccinoHappyHour #sharejoy @SECONDCUP • 9.6k followers • 4.6k tweets • Tweets most retweeted were promotions or sales • Tweets most favourited were community updates TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY TWITTER OVERVIEW SOURCE: TWITONOMY
  8. 8. CONSULTING THE NETNOGRAPHY What is happening on Facebook? SOURCE: LIKEALYZER.COM TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY *>7% is desirable; Calculated by dividing total people talking about the brand by the total number of likes FACEBOOK OVERVIEW • 2,861,827 likes • Engagement Rate*: 0.72% • 1.44 posts per week • 792 engagements per post TIM HORTONS • 860,995 likes • Engagement Rate*: 4.14% • 0.47 posts per week • 9,157 engagements per post STARBUCKS CANADA • 99,438 likes • Engagement Rate*: 0.69% • 0.63 posts per week • 67 engagements per post SECOND CUP
  9. 9. CONSULTING THE NETNOGRAPHY How original is the content posted? TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY REPOSTING IDENTICAL CONTENT… THEY’RE ALL GUILTY OF DOING IT! SOURCE: STERLING, 2016.
  10. 10. CONSULTING THE NETNOGRAPHY How was the #WarmWishes campaign received? TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY TIM HORTONS: #WARMWISHES CAMPAIGN Begun the campaign in Grimsby, Ontario. RESULT: It put Grimsby on the map. Consumers loved it!
  11. 11. CONSULTING THE NETNOGRAPHY How was the #WarmWishes campaign received? TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY TIM HORTONS: #WARMWISHES CAMPAIGN • Customers used the posts about the campaign to voice complaints about the company • Later, posts using the hashtag deviated from ‘Good Deeds’ to cold weather
  12. 12. CONSULTING THE NETNOGRAPHY How was the #WarmWishes campaign received? TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY TIM HORTONS: #WARMWISHES CAMPAIGN • Negative comments and backlash • Religion • Bragging about good deeds is counter-intuitive • Some defended the brand and campaign
  13. 13. CONSULTING THE NETNOGRAPHY How was the #WarmWishes campaign received? TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY TIM HORTONS: #WARMWISHES CAMPAIGN They effectively update and follow-up during campaigns.
  14. 14. CONSULTING THE NETNOGRAPHY How were the holiday cups received? TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY • Video to launch new cups • Unrelated complaints were posted • References to the Starbucks cup controversy • Better received than Starbucks’ red cups TIM HORTONS: HOLIDAY CUPS
  15. 15. CONSULTING THE NETNOGRAPHY How is Second Cup’s winter campaign going? SOURCE: MINTER.IO TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS • Very few posts using hashtag • Twitter: 50 posts • Instagram: 90 posts • No cohesive campaign strategy NETNOGRAPHY SECOND CUP: #SCSHARINGTHEWARMTH CAMPAIGN
  16. 16. CONSULTING THE NETNOGRAPHY How is Second Cup’s winter campaign going? TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS • Majority of posts are by Second Cup • Used mainly to promote warm drinks • Minimal engagement on posts • No discussion or comments NETNOGRAPHY SECOND CUP: #SCSHARINGTHEWARMTH CAMPAIGN
  17. 17. CONSULTING THE NETNOGRAPHY How was the #RedCupContest campaign received? SOURCE: WHITTEN, 2015. TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY • Cross-channel promotion • Lots of engagement on posts • Early issue: Some locations didn’t have the cups in time • Complaints are commented on social media STARBUCKS CANADA: #REDCUPCONTEST
  18. 18. CONSULTING SOURCE: TWEETREACH TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY LARGE REACH… BUT NOT ALL OF IT WAS POSITIVE… THE NETNOGRAPHY How was the #RedCupContest campaign received? STARBUCKS CANADA: #REDCUPCONTEST
  19. 19. CONSULTING TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS NETNOGRAPHY 5 6 4 6 5 5 1 2 1 Rating between 1 (Worst) and 7 (Best). THE NETNOGRAPHY How did they do? FINDINGS:
  20. 20. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING THE CONCERNS What are the major issues with Tim Hortons’ social media? PROBLEM #1: LESS SOCIAL MEDIA ENGAGEMENT DURING FALL CAUSES • Starbucks promotes heavily during the fall so less attention is paid to Tim Hortons • Less relevant content for users ACTION PLAN • Leverage the heavily Canadian brand identity of Tim Hortons to ensure that consumers feel that the promotion is relevant to them
  21. 21. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING PROBLEM #2: UNCLEAR CAMPAIGN PARAMETERS CAUSES • Tim Hortons using its campaign hashtags in random posts • Very specific situations when hashtags should be used in a campaign ACTION PLAN • Only use the campaign hashtags in company posts that are relevant to the campaign • Create campaigns where more photos fall within the campaign THE CONCERNS What are the major issues with Tim Hortons’ social media?
  22. 22. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING PROBLEM #3: CUSTOMER SERVICE GRIEVANCES VOICED ON CAMPAIGN POSTS CAUSES • There is no convenient place to voice concerns about service or experience • Lack of responses when customers comment on Facebook posts ACTION PLAN • Encourage followers to complete the feedback form on the Tim Hortons website • Offer incentives to respondents • Respond to feedback THE CONCERNS What are the major issues with Tim Hortons’ social media?
  23. 23. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING THE BIG IDEA What is our big campaign idea? #CanadianMoment • What: Share photos that show a truly #CanadianMoment. Participate in the #CanadianMoment social media contest* for the chance to win a $500 Tim’s Gift Card! Don’t forget to tag @TimHortons in your post! • Why: To keep the brand relevant year-round in a way that aligns with what makes them unique, being a Canadian-brand. • Where: Social Media (Twitter, Instagram, Facebook). • When: Fall 2016 (September - October). • Who: Tim Hortons will target Canadians. Every time you share a photo you will be entered for a chance to win one of 6 prizes of $500 Tim Hortons Gift Cards. Each week of the contest we will randomly draw a qualifying social post.The more photos you share, the higher your chances to win! Use the weekly themes for inspiration!! * THE CAMPAIGN WILL BE RUN AS #MÉMOIRECANADIENNE IN QUEBEC.
  24. 24. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING Weekly Campaign Themes SUMMER MOMENTS WEEK [1] COMMMUNITY MOMENTS WEEK [2] HAPPY MOMENTS WEEK [3] OUTDOOR MOMENTS WEEK [4] TEAM MOMENTS WEEK [5] FAMILY MOMENTS WEEK [6] Dates • Week 1: Sept 3rd - 9th • Week 2: Sept 10th - 16th • Week 3: Sept 17th - 23rd • Week 4: Sept 24th - 30th • Week 5: Oct 1st - 7th • Week 6: Oct 8th - 14th THE BIG IDEA What is our big campaign idea?
  25. 25. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING ADVERTISEMENT ($8K) • Promoted posts on: • Facebook: $3k • Instagram: $3k • Twitter: $3k • YouTube: $2k (Skippable ads) CAMPAIGN OPTIMIZATION ($7K) • Lead Generation: $3k • Hashtag promotion: $2k • SEO (Optimized keywords): $2k INFLUENCER COLLABORATION ($12K) • Working with 20 influencers (across Facebook, Instagram and Twitter) • Will be paid $600 each CAMPAIGN MANAGEMENT ($22.25K) • Research and Planning: $3k • Public Relations: $2k • Analytics & Social Listening: $8k • Content creation - Photos and Videos: $6.25k • Prize money: $3,000 THE BUDGET How much is this going to cost? TOTAL CAMPAIGN COST: $49,250
  26. 26. CONSULTING SOURCE: HOFFMAN & FODOR, 2010. AWARENESS • Impressions • Views • Followers/Fans • Tags ENGAGEMENT • Replies • Comments • UGC (Uploaded Pictures) • Link clicks • Impression-to-Interaction Ratio WOM • Shares • Retweets • Reposts • User references • Posts with relevant tags TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS THE METRICS How will we track our success?
  27. 27. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING APRIL - JUNE (2016) • Form a team • Design campaign webpage • Create and distribute campaign brief • Recruit relevant influencers JUNE - AUGUST • Create ads and cup designs • Give info packet to influencers • Influencers & Tim Hortons will begin promoting the campaign at end of August • Release webpage and allow visitors to subscribe to email reminders for weekly themes • Begin to gather posts and monitor social media SEPTEMBER - OCTOBER • Cups distributed to stores across Canada • Feedback continuously collected and responses will be monitored • Ensure that campaign is gaining positive media attention • Send out weekly reminders SHORT TERM THE TIMELINE How will the campaign be rolled out?
  28. 28. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING THE TIMELINE How will the campaign be rolled out? LONG TERM NOVEMBER-DECEMBER • Analyze success of campaign and identify opportunities for 2017 (Including those that can be leveraged in other campaigns) • Engage with influencers and thank them DECEMBER - JANUARY (2017) • Warm Wishes campaign FEBRUARY - MARCH • Roll Up the Rim campaign
  29. 29. TEAM INDUSTRY OBJECTIVE CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING APRIL - MAY • Summer Camp - related campaigns and promotions JUNE - JULY • Chill to Win campaign AUGUST - END OF 2017 • Prepare and launch the next #CanadianMoments campaign based on learnings of 2016 campaign • Evaluate success and find opportunities THE TIMELINE How will the campaign be rolled out? LONG TERM
  30. 30. TEAM INDUSTRY OBJECTIVE NETNOGRAPHY CONCERNS BIG IDEA BUDGET METRICS TIMELINE RISKS CONSULTING SOURCE: ROBINSON, 2013. #1: INCORRECT PERCEPTION OF THE CAMPAIGN How will we mitigate? • Conducting focus groups during research stage • Education of influencers and consumers #2: UNRELATED OR NEGATIVE POSTS How will we mitigate? • Assign an individual the responsibility of monitoring the brand interacting with the appropriate business functions #3: LACK OF PARTICIPATION AND POSTING How will we mitigate? • Brand influencers will be encouraged to create content and influence their followers to participate in the campaign IF ANYTHING ELSE GOES WRONG… How will we mitigate? The marketing team will work with the legal and PR department to resolve issues in a timely manner. THE RISKS What could go wrong? What is our contingency plan?
  31. 31. Thank You For Listening! Are there any questions? CONSULTING
  32. 32. Appendices A-E CONSULTING A) Industry Research B) Google Trends C) Detailed Segmentation D) Influencer Criteria E) Works Cited
  33. 33. INDUSTRY RESEARCH What do we need to know about the industry? CONSULTING Coffee & Snack Shops in Canada - Market Share Tim Hortons (69.2%) Starbucks (17.7%) Second Cup (1.9%) Country Style (1.7%) Dunkin' Donuts (<1%) Other (8.6%) Barriers To Entry Competition High Concentration High Life Cycle Stage Mature Capital Intensity Low Technology Change Low Regulation & Policy Medium Industry Assistance Low SOURCE: IBIS WORLD RESEARCH REPORT INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED
  34. 34. GOOGLE TRENDS What does the interest in Starbucks and Tim Hortons over time look like? CONSULTING 4 14 24 34 44 54 64 74 84 94 2004-01-04 - 2004-01-10 2004-03-07 - 2004-03-13 2004-05-09 - 2004-05-15 2004-07-11 - 2004-07-17 2004-09-12 - 2004-09-18 2004-11-14 - 2004-11-20 2005-01-16 - 2005-01-22 2005-03-20 - 2005-03-26 2005-05-22 - 2005-05-28 2005-07-24 - 2005-07-30 2005-09-25 - 2005-10-01 2005-11-27 - 2005-12-03 2006-01-29 - 2006-02-04 2006-04-02 - 2006-04-08 2006-06-04 - 2006-06-10 2006-08-06 - 2006-08-12 2006-10-08 - 2006-10-14 2006-12-10 - 2006-12-16 2007-02-11 - 2007-02-17 2007-04-15 - 2007-04-21 2007-06-17 - 2007-06-23 2007-08-19 - 2007-08-25 2007-10-21 - 2007-10-27 2007-12-23 - 2007-12-29 2008-02-24 - 2008-03-01 2008-04-27 - 2008-05-03 2008-06-29 - 2008-07-05 2008-08-31 - 2008-09-06 2008-11-02 - 2008-11-08 2009-01-04 - 2009-01-10 2009-03-08 - 2009-03-14 2009-05-10 - 2009-05-16 2009-07-12 - 2009-07-18 2009-09-13 - 2009-09-19 2009-11-15 - 2009-11-21 2010-01-17 - 2010-01-23 2010-03-21 - 2010-03-27 2010-05-23 - 2010-05-29 2010-07-25 - 2010-07-31 2010-09-26 - 2010-10-02 2010-11-28 - 2010-12-04 2011-01-30 - 2011-02-05 2011-04-03 - 2011-04-09 2011-06-05 - 2011-06-11 2011-08-07 - 2011-08-13 2011-10-09 - 2011-10-15 2011-12-11 - 2011-12-17 2012-02-12 - 2012-02-18 2012-04-15 - 2012-04-21 2012-06-17 - 2012-06-23 2012-08-19 - 2012-08-25 2012-10-21 - 2012-10-27 2012-12-23 - 2012-12-29 2013-02-24 - 2013-03-02 2013-04-28 - 2013-05-04 2013-06-30 - 2013-07-06 2013-09-01 - 2013-09-07 2013-11-03 - 2013-11-09 2014-01-05 - 2014-01-11 2014-03-09 - 2014-03-15 2014-05-11 - 2014-05-17 2014-07-13 - 2014-07-19 2014-09-14 - 2014-09-20 2014-11-16 - 2014-11-22 2015-01-18 - 2015-01-24 2015-03-22 - 2015-03-28 2015-05-24 - 2015-05-30 2015-07-26 - 2015-08-01 2015-09-27 - 2015-10-03 2015-11-29 - 2015-12-05 2016-01-31 - 2016-02-06 Interest over *me Tim Hortons Starbucks SOURCE: HTTPS://WWW.GOOGLE.CA/TRENDS/EXPLORE#Q=%2FM%2F018L04%2C%20%2FM%2F018C_R&GEO=CA&CMPT=Q&TZ=ETC%2FGMT%2B4 INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED
  35. 35. GOOGLE TRENDS What are the interest insights we can derive from Google Analytics? CONSULTING INTEREST SPIKES - WHAT WAS HAPPENING AT THE TIME? Mar-06 Tim Hortons went public Mar-07 Roll up the Rim device created. May-09 Poll suggesting that Timmies draw in roughly equal proportions from every political party. Jun-13 Spike could be attributed to: Camp day promotions; Activist Pressures; New products Aug-14 Merger with Burger King announced Dec-14 Merger with Burger King finalized Dec-15 Spike could be due to Video of Tim’s employee throwing hot coffee at a customer OR #WarmWishes campaign Every March Spike - Roll up the Rim, Less relevant promotions by Starbucks. Every Fall More interest in Starbucks - Seasonal products, Winter cups (Ex: Red cup controversy) INSIGHT: SEASONAL INTEREST PATTERN While Tim Hortons tends to dominate more in the months of Feb-Mar. (Roll up the rim, new cups, etc.), interest in Starbucks spikes in Nov.-Dec. (New cups, heavy promotion of holiday cups and drinks, buy one get one free and other similar promotions for members; benefits to loyalty program members). HOW CAN TIM HORTONS GROW CONSUMER INTEREST DURING THE FALL? • Utilize a stronger membership program to keep its customers loyal year-round! • Leverage Strong Canadian ties to launch a marketing campaign that Canadians can engage and identify with year-round INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED
  36. 36. GOOGLE TRENDS What are the interest insights we can derive from Google Analytics? CONSULTING CITIES Top cities for Tim Hortons Top cities for Starbucks City Tim Hortons City Starbucks Brantford 100 Richmond 100 Niagara Falls 100 Vancouver 99 Halifax 88 Surrey 88 Guelph 87 Abbotsford 88 Oshawa 86 Burnaby 87 Cambridge 85 Coquitlam 86 Oakville 84 North Vancouver 81 Hamilton 83 New Westminster 76 St. Catharines 82 Oakville 73 Barrie 80 Langley 70 London 79 Kelowna 70 Brampton 78 Markham 68 Windsor 75 Vaughan 66 Peterborough 75 Calgary 66 Newmarket 74 Richmond Hill 63 TIM HORTONS DOMINATES IN ONTARIO STARBUCKS DOMINATES IN BRITISH COLUMBIA ———————————————————————————-———————————————————————————————————————- WHY? • HISTORICAL: TIM’S ENTERED THE MARKET LATE • CULTURAL: COFFEE SNOBS, PEOPLE USED TO BETTER COFFEE ———————————————————————————-———————————————————————————————————————- INSIGHT: TIM HORTONS HAS DIFFICULTY DOING WELL IN CITIES THAT DON’T LOVE HOCKEY - BUT IF THEY CAN FIGURE OUT HOW TO PENETRATE THIS MARKET - LESSONS COULD BE APPLIED TO EXPANSION EFFORTS! SOURCE: HTTPS://WWW.GOOGLE.CA/TRENDS/EXPLORE#Q=%2FM%2F018L04%2C%20%2FM%2F018C_R&GEO=CA&CMPT=Q&TZ=ETC%2FGMT%2B4 & MELANSON, 2015. INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED
  37. 37. DETAILED SEGMENTATION Who does Tim Hortons Target? Who will the campaign target? CONSULTING Target Market 1: Age 18-24 • 74% of this group identifies with Tim Hortons* • Care about convenience • Price conscious • Active on social media • Frequent coffee drinkers (5-7x/week)* • 31% engage with companies on social media - Facebook,Twitter, Instagram Target Market 2: Ages 25-49 • Working professionals • Identify with the brand - Through their experiences growing up with the brand • Convenience & fast • Used to the products - simple and straightforward • Convenience ‘on the go’ • Likely to be somewhat active on social media - Facebook, Twitter, LinkedIn 60% Consumed during 4-wk period 60.5% Consumed during 4-wk period SOURCE: BONIKOWSKY, CAIRA, MOIR, 2014. INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED *Based on survey distributed 109 individuals between 18 and 24 years old.
  38. 38. INFLUENCER CRITERIA What are we looking for in influencers? CONSULTING CATEGORY 2 • Medium: Twitter • Posts regularly (at least 1x/day) • Min. 3k followers • Based on Canada • Known for being ‘in the know’ about Canada related news and information • Followers fit into Consumer Profile #2 (See Detailed Segmentation) 30% of Influencers will fit into this group CATEGORY 1* • Medium: Instagram • Posts regularly • Min. 5k followers • Based on Canada • They take creative pictures that fit with the brand image - community, sports, giving, etc. • Followers fit into Consumer Profile #1 (See Detailed Segmentation) 70% of Influencers will fit into this group * NOTE WILL DIVERSIFY THESE INFLUENCERS TO APPEAL TO VARIETY OF AUDIENCES (EX: ATHLETES, UNIVERSITY STUDENTS, FASHION AND STYLE ORIENTED, TRAVEL/ADVENTURE) INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED
  39. 39. THE WORKS CITED Where did we get our information? CONSULTING RESEARCH REPORTS Alvarez,A.(2015).Coffee&SnackShopsinCanada-72221bCA.IBISWorldIndustryReport.Retrievedfromhttp://clients1.ibisworld.com.ezproxy.library.yorku.ca/reports/ca/industry/default.aspx?entid=1973. Bowler,G.M(Jr.).(2010).Netnography:AMethodSpecificallyDesignedtoStudyCulturesandCommunitiesOnline.QualitativeReport,15(5),1270-1275.Retrievedfromhttp://www.nova.edu/ssss/QR/QR15-5/ kozinets.pdf. Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing. MIT Sloan Management Review, 52(1), 41-49. Retrieved from http://ezproxy.library.yorku.ca/login? url=http://search.proquest.com/docview/757349606?accountid=15182. Kozinets,R.V.(2002).TheFieldBehindtheScreen:UsingNetnographyforMarketingResearchinOnlineCommunities.Journalof Research,39(2),61-72. SOCIAL MEDIA REPORTS • InstagramStats:Minter.io. • TwitterStats:Twitonomy • FacebookStats:Likealyzer TIM HORTONS’ PUBLICATIONS Bonikowsky,S.,Caira,M.,&Moir,B.(2014).WinningintheNew.InvestorConference.Retrievedfromhttps://www.timhortons.com/ca/en/pdf/TH_Investor_Conference_For_Website_(02-26-2014).pdf ONLINE ARTICLES Divol,R.,Edelman,D.,Sarrazin,H.(2012).Demystifyingsocialmedia.McKinsey.Retrievedfromhttp://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/demystifying-social-media. Patterson,M.(2015).SocialMediaDemographicstoInformaBetterSegmentationStrategy.SproutSocial.Retrievedfromhttp://sproutsocial.com/insights/new-social-media-demographics/. Ciccatelli,A.(2014).8legalconcernstoconsiderwhencreatingasocialmediacampaign.InsideCousnel.Retrievedfromhttp://www.insidecounsel.com/2014/11/07/8-legal-concerns-to-consider-when-creating-a- socia Robinson,C.(2013).TheRisksAssociatedwithSocialMediaMarketing.Business2Community.Retrievedfromhttp://www.business2community.com/social-media/risks-associated-social-media- marketing-0617722#Dj2721DhfKcDCcxQ.97. CLASS LECTURE Sterling,B.(2016).SocialMediaStrategyPresentation.MKTG4226Week3Lecture,SchulichSchoolof Business. INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED
  40. 40. THE WORKS CITED Where did we get our information? CONSULTING NEWS ARTICLES CanadiansunitedinloveofTimHortons:poll.(2009).TorontoStar.Retrievedfromhttp://www.thestar.com/news/canada/2009/05/27/canadians_united_in_love_of_tim_hortons_poll.html. Ceolin,C.(2013).TimHortonsCampDayfundraisersetforWednesday.DailyHerald-Tribune.Retrievedfromhttp://www.dailyheraldtribune.com/2013/06/03/tim-hortons-camp-day-fundraiser-set-for- wednesday. Elliott,J.(2016).RollUpRules:NewwaystoclaimTimHortonsprizes.CTVnews.Retrievedfromwww.ctvnews.ca/business/roll-up-rules-new-ways-to-claim-tim-hortons-prizes-1.2763304. Ferreras,J.(2015).TimHortons'RollUpTheRim'$100PrizeWinnerLosesDuetoLittle-KnownRule.HuffingtonPostCanada.Retrievedfromhttp://www.huffingtonpost.ca/2015/03/30/roll-up-the-rim- prize-rule_n_6970454.html. Jackson,B.(2015).Canadians’loveof loyaltyrewardsisswayedmostbythisdigitalchannel.ITbusiness.Retrievedfromhttp://www.itbusiness.ca/news/canadians-love-of-loyalty-rewards-is-swayed-most-by- this-digital-channel/54790. Krashinsky,S.(2015).TimHortonsislatesttoserveupgoodcheerinmarketingcampaign.GlobeandMail.Retrievedfromwww.theglobeandmail.com/report-on-business/industry-news/marketing/tim- hortons-is-latest-to-serve-up-good-cheer-in-marketing-campaign/article27544188/. Melanson,T.(2015).WhyVancouveristheonlymarketTimHortonshasn'tcracked.B.C.Business.Retrievedfromhttp://www.bcbusiness.ca/marketing-media/why-vancouver-is-the-only-market-tim- hortons-hasnt-cracked. O'Neil,L.(2015).TimHortonsdrive-thruworkerappearstothrowhotcoffeeatcustomerinvideo.CBCNews.Retrievedfromwww.cbc.ca/news/trending/tim-hortons-employee-accused-of-hurling-coffee- timbits-racial-slurs-at-drive-thru-patron-1.3370647. OttawaCitizen.(2007).Ottawainventionmakesiteasytoplayagain...andagain...and.Canada.com.Retrievedfromhttp://www.canada.com/story.html?id=2f2ff540-129d-43f3-b7ad-cbaad482e348. Robinchaud,M.(2013).WinningCreationfromFoodNetworkCanada'sDonutShowdownNowAvailableatTimHortons.Newswire.Retrievedfromhttp://www.newswire.ca/news-releases/winning-creation- from-food-network-canadas-donut-showdown-now-available-at-tim-hortons-512560401.html. Shaw,H.(2013).TimHortonssharesriseassecondU.S.hedgefundturnsupheat.FinancialPost.Retrievedfromhttp://business.financialpost.com/news/retail-marketing/second-activist-investor-is-turning- up-the-heat-on-tim-hortons. Skelton,C.(2014).Inacityfullof Starbucks,someVancouverneighbourhoodshavenone.VancouverSun.retrievedfromhttp://www.vancouversun.com/technology/city+full+Starbucks+some+Vancouver +neighbourhoods+have+none/9687579/story.html?__lsa=2507-c501. Staff.(2015).TimHortonsgetscrashcourseinbrandassociationafterpullingEnbridgead.GlobalNews.Retrievedfromhttp://globalnews.ca/news/2038660/tim-hortons-gets-crash-course-in-brand- association-after-pulling-enbridge-ad/. Whitten,S.(2015).Starbucksholidayredcupbrewscontroversyonsocialmedia.CNBC.Retrievedfromhttp://www.cnbc.com/2015/11/09/starbucks-holiday-red-cup-brews-controversy-on-social-media.html INDUSTRY RESEARCH GOOGLE TRENDS DETAILED SEGMENTATION INFLUENCER CRITERIA WORKS CITED

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