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.

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 spam
Representative 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

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

360°View of TCHO on the Social Web

Social Web
360°


It’s All Good

AUG 2011 JAN 2012 APR 2012

Insight Potential Actions
 TCHO sentiment & buzz timelines follow a  Research the reasons for the positive spikes
similar pattern
 Positive spikes may be a result of successful
 Interesting positive spikes occur in Aug 2011, campaign of TCHO and, therefore, can be a
Jan 2012, & Apr 2012 baseline for a successful campaign model


Consumers Like the Taste of TCHO

Insight
 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

Potential Actions
 Increase awareness around the
different flavors available

 Perhaps periodically TCHO can
promote a specific flavor and/or
introduce a new flavor
@docsconz I love the "citrus" from @TCHOchocolate! - twitter.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


People Dislike the Cost of TCHO
Insight
 What people dislike most about TCHO
is the cost

 People say TCHO is too expensive

Potential Actions
 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


TCHO is Expensive but Delicious

Insight 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
 27% say TCHO is overpriced and 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,
expensive hot chocolate, and cookies as well. It was perhaps a bit overpriced. - yelp.com

 However, the same people who
mentioned the cost also praised the
My initial reaction was "$4.75 for a small mocha are you serious??" Although it is
taste 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
 Consumers say TCHO is “expensive 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
but delicious” and “pricier but the best
effortlessly the barista did that. I went with a group and tried the cappuccino, cafe
I ever had” mocha, and a cafe au lait. - yelp.com

Potential Actions
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,
 Market TCHO as a luxury chocolate 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
 Explain to consumers why TCHO is had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with
worth the expense my hot chocolate, but they somehow forgot that I ordered it and I didn't get it for a
while. - yelp.com


Buzz About the Factory Tour
Insight 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
 13% appreciate TCHO’s factory tour
web startup (their current CEO and president were the founders of Wired). -
yelp.com
 20% did not enjoy it

 While customers like that the tour is Another Hubbubberylyless morning here in the Glosli household. Kinda weird
“free,” some say the tour is boring 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

Potential Actions
If u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. –
facebook.com
 Advertise TCHO’s free tour

 Brainstorm new and interesting
But their milk chocolate is one of the best I've ever had, exceptionally creamy and
ways to engage kids, as well as smooth. I think it's worth the price when you take into consideration the fact that it
adults, during the tour 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


TCHO Cares
Insight 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
 People like TCHO because of its 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
corporate responsibility

 Consumers praise TCHO for being a
company that partners directly with
I also do care and understand @TCHOchocolate works very closely with their
growers farmers. –twitter.com

Potential Actions
"TCHOSource intelligently blends modern technology and field practice to help
 Continue to promote TCHO as a socially raise farmer income. Rather than simply paying for certifications, TCHO
responsible company 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.com

Here's one reason why I like this American chocolate-maker so much: TCHO: We Are -
No Slavery –facebook.com



Social Web
360°


It’s Delicious and Good for You

Insight
 People like dark chocolate because
it is delicious

 The health benefits of dark
chocolate are almost as important
to consumers as the taste

Potential Actions
 Examine the health benefits of
TCHO dark chocolates

 Capitalize on the concepts of
“delicious” and “good for you”


Bitter or Sweet?
Insight
 The most common reason people
dislike dark chocolate is the taste

 25% say dark chocolate tastes
bitter

Potential Actions
 Create messaging for TCHO dark
chocolate that describes the taste
using more appealing adjectives


Famous Dark Chocolates Online
Insight
 TCHO is not in the Top 100 trending
brands for dark chocolates

 Dove is the most popular brand

Potential Actions
 Explore brands that are similar to
TCHO in the top 100


275 People Want Chocolate per Hour

 About 275 people tweet every hour that they  They say they want chocolate, so give them
want chocolate; that’s 2.4 million per year. chocolate (“Social Selling”).



Social Web
360°


Who is the Most Famous of Them All?

Insight
 The Brand Passion Index shows
that Hershey’s dominates the buzz

 Dove is the most “loved”

 Ghirardelli has the most positive
mentions

Potential Actions
 Increase TCHO brand awareness

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


That’s Expensive!

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

Potential Actions
 Focus on the benefits of TCHO vs.
the other brands


No Mentions on weightwatchers.com
Insight
 TCHO has no mentions from
weightwatchers.com

 Other brands have buzz from
weightwatchers.com

Potential Actions
 Use information about dark chocolate
and health to approach weight
watchers for a potential partnership

No mentions on
weightwatchers.com



Social Web
360°


I <3 MOM!
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

Potential Actions
 Evaluate the reach of the recent
TCHO Mother’s Day campaign

 Look into the possibilities of
connecting with other trending brands


The Need to be Known
 Dark chocolate buzz is saturating the  Determine if the states with a smaller
U.S. number of mentions would be an
effective test market for TCHO
 California has the most conversation
about TCHO  Research what competitors do online

Dark Chocolate buzz
saturating USA

Tcho has least buzz
compared to others



Social Web
360°


How the Company is Perceived by Consumers

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

Potential Actions
 Continue to build on what TCHO
stands for

 Leverage the connection to Wired
Magazine and Rob Polevoi


Who “owns” San Francisco?
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

Potential Actions
 Research SF icons that could promote
TCHO

 Promote TCHO as a San Francisco
product



Social Web
360°


Brand Positioning vs. Brand Perception

Insight
 “Taste” is the most talked about
attribute

 All of the elements of taste are liked
as opposed to loved

Potential Actions
 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.


The Richness of TCHO

Insight
 Consumers like the “richness” of
TCHO

 Compared to the “richness” attribute of
other brands, TCHO is least loved

Potential Actions
 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.


Am I Rich Enough?

Insight
 TCHO is most disliked due to the cost

 Ghirardelli is also disliked for the price
of the product

Potential Actions
 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


Appearance is also Important to Consumers

Insight
 “Packaging” and “Richness” are
important to consumers when
purchasing a dark chocolate

 “Taste” is the most talked about
attribute

Potential Actions
 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

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



Social Web
360°


TCHO’s Most Influential Promoters
Insight
 Top 3 people: Avinash Kaushik, Ryan
Block, & Jayme Campbell

Potential Actions
 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.


Girl Power!
 Women talk about Dark chocolate  Create campaigns that target women
more than men
 Compare TCHO to other brands to
 TCHO is talked about by men and determine how they are targeting
women equally women

Women talk about Dark
Chocolate more than Men

Tcho is being
talked about by
Men & Women
almost equally


Dark Chocolate Female Advocates
Insight
 Among the advocates, which ones are
women?

 Top 3 women: Victoria Justice, Grace
Bonney, & Christine Teigen

Potential Actions
 Connect with these women and ask
them to become ambassadors of the
TCHO brand.


Outpouring of Sympathy for Shooting Tragedy

Insight
 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.

Potential Actions
 Next time consider offering a “thank
you” to all the fans for offering their
condolences.


Unique Visual Ideas Generate Sharing

Insight
 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.

Potential Actions
 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.


Develop Fans Who Like but Don’t Comment

Insight
 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.

Potential Actions
 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.


Michael Troutwine (“MT” = Making Trouble?)

Insight
 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.

Potential Actions
 Develop the fans who’ve got
something more uplifting to say, for
instance Lea-Anne Smith.


TCHO Followers Want Coffee
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”

Potential Actions
 Consider possible combinations with
coffee

 Connect with followers even if it’s not
related to TCHO products

 Tweet special offers & promotions


TCHO Followers Like News and Stories

Insight
 Top things @TCHOchocolate
followers talk about are “Quote,”
“News,” “Chocolate,” and “Stories”

Potential Actions
 Consider tweeting about chocolate
trivia and facts; current events; and
the health benefits of chocolate


#giveaway’s can Boost Followers
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

Potential Actions
 Consider running a campaign to
#giveaway TCHO


Insight & Opportunity Summary

Top opportunities:
TCHO is more expensive
Social selling to people who
than most competitor
say they want chocolate
brands

The most common reason
Solidify TCHO’s identities
consumers dislike dark Boost TCHO’s good taste and
chocolate is due to taste
health benefits
There’s a need to grow
Partner with Weight
awareness online
Watchers & top advocates
No mentions on
weightwatchers.com


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