Facebook analysis

Tayto

Search Results:

Search Results:

Places:

Groups:

#Tayto Results:

Apps:

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:

LikeAlyzer Statistics for Mr. Tayto Page:

LikeAlyzer Statistics for Mr. Tayto Page:

LikeAlyzer Statistics for Mr. Tayto Page:Tayto

Doritos Walkers Ireland

Hunky Dorys

Socialbakers Mr. Tayto Page Statistics

Socialbakers Mr. Tayto Page Statistics

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!

References:

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

• 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.