social media netnography on tim hortons

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Social Media Strategy Tim Hortons Marketing Plan CONSULTING

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SocialMediaStrategyTim Hortons Marketing Plan

CONSULTING

CONSULTING

THETEAMWho are we?

TEAM

INDUSTRY

OBJECTIVE

NETNOGRAPHY

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

Implementation DeveloperEKROOP SEKHON

Tim Hortons Order: Sour Cream Glazed Donut

Risk Management ExpertASHNA GAKHAR

Tim Hortons Order: Iced Cappuccino

Social Media StrategistMARIA BARKHATOVA

Tim Hortons Order: Iced Coffee

Market Research SpecialistJESSICA GAHTAN

Tim Hortons Order: Nutella Pastry Pockets

CONSULTING

THEINDUSTRYWhat 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

KeyPlayers

TEAM

INDUSTRY

OBJECTIVE

NETNOGRAPHY

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

CONSULTING

THEINDUSTRYWho does the coffee industry target?

SOURCE: BONIKOWSKY, CAIRA, MOIR, 2014.

TEAM

INDUSTRY

OBJECTIVE

NETNOGRAPHY

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

WORKING PROFESSIONALSMILLENNIAL MARKET

CONSULTING

THEOBJECTIVEWhat 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

CONSULTING

THENETNOGRAPHYWhat 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

INSTAGRAMOVERVIEW

CONSULTING

THENETNOGRAPHYWhat 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

TWITTEROVERVIEW

SOURCE: TWITONOMY

CONSULTING

THENETNOGRAPHYWhat 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

FACEBOOKOVERVIEW

• 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

CONSULTING

THENETNOGRAPHYHow original is the content posted?

TEAM

INDUSTRY

OBJECTIVE

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

NETNOGRAPHY

REPOSTINGIDENTICALCONTENT…THEY’REALLGUILTYOFDOINGIT!

SOURCE: STERLING, 2016.

CONSULTING

THENETNOGRAPHYHow was the #WarmWishes campaign received?

TEAM

INDUSTRY

OBJECTIVE

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

NETNOGRAPHY

TIMHORTONS:#WARMWISHESCAMPAIGN

Begun the campaign in Grimsby, Ontario.

RESULT: It put Grimsby on the map. Consumers loved it!

CONSULTING

THENETNOGRAPHYHow was the #WarmWishes campaign received?

TEAM

INDUSTRY

OBJECTIVE

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

NETNOGRAPHY

TIMHORTONS:#WARMWISHESCAMPAIGN

• 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

CONSULTING

THENETNOGRAPHYHow was the #WarmWishes campaign received?

TEAM

INDUSTRY

OBJECTIVE

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

NETNOGRAPHY

TIMHORTONS:#WARMWISHESCAMPAIGN

• Negative comments and backlash

• Religion • Bragging about good deeds is

counter-intuitive

• Some defended the brand and campaign

CONSULTING

THENETNOGRAPHYHow was the #WarmWishes campaign received?

TEAM

INDUSTRY

OBJECTIVE

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

NETNOGRAPHY

TIMHORTONS:#WARMWISHESCAMPAIGN

They effectively update and follow-up during campaigns.

CONSULTING

THENETNOGRAPHYHow 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

TIMHORTONS:HOLIDAYCUPS

CONSULTING

THENETNOGRAPHYHow 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

SECONDCUP:#SCSHARINGTHEWARMTHCAMPAIGN

CONSULTING

THENETNOGRAPHYHow is Second Cup’s winter campaign going?

TEAM

INDUSTRY

OBJECTIVE

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

• MajorityofpostsarebySecondCup

• Usedmainlytopromotewarmdrinks

• Minimalengagementonposts

• Nodiscussionorcomments

NETNOGRAPHY

SECONDCUP:#SCSHARINGTHEWARMTHCAMPAIGN

CONSULTING

THENETNOGRAPHYHow 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

STARBUCKSCANADA:#REDCUPCONTEST

CONSULTING

SOURCE: TWEETREACH

TEAM

INDUSTRY

OBJECTIVE

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

NETNOGRAPHY

LARGE REACH…

BUT NOT ALL OF IT WAS POSITIVE…

THENETNOGRAPHYHow was the #RedCupContest campaign received?

STARBUCKSCANADA:#REDCUPCONTEST

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).

THENETNOGRAPHYHow did they do?

FINDINGS:

TEAM

INDUSTRY

OBJECTIVE

NETNOGRAPHY

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

CONSULTING

THECONCERNSWhat 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

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

THECONCERNSWhat are the major issues with Tim Hortons’ social media?

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

THECONCERNSWhat are the major issues with Tim Hortons’ social media?

TEAM

INDUSTRY

OBJECTIVE

NETNOGRAPHY

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

CONSULTING

THEBIGIDEAWhat 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.

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

THEBIGIDEAWhat is our big campaign idea?

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

THEBUDGETHow much is this going to cost?

TOTAL CAMPAIGN COST: $49,250

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

THEMETRICSHow will we track our success?

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

SHORTTERM

THETIMELINEHow will the campaign be rolled out?

TEAM

INDUSTRY

OBJECTIVE

NETNOGRAPHY

CONCERNS

BIG IDEA

BUDGET

METRICS

TIMELINE

RISKS

CONSULTING

THETIMELINEHow will the campaign be rolled out?

LONGTERM

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

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

THETIMELINEHow will the campaign be rolled out?

LONGTERM

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.

THERISKSWhat could go wrong? What is our contingency plan?

ThankYouForListening!Are there any questions?

CONSULTING

AppendicesA-E

CONSULTING

A) Industry Research B) Google Trends C) Detailed Segmentation D) Influencer Criteria E) Works Cited

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 EntryCompetition HighConcentration HighLife Cycle Stage MatureCapital Intensity LowTechnology Change LowRegulation & Policy MediumIndustry Assistance Low

SOURCE: IBIS WORLD RESEARCH REPORT

INDUSTRY RESEARCH

GOOGLE TRENDS

DETAILED SEGMENTATION

INFLUENCER CRITERIA

WORKS CITED

GOOGLE TRENDS What does the interest in Starbucks and Tim Hortons over time look like?

CONSULTING

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Interestover*me

TimHortons

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

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 productsAug-14 Merger with Burger King announcedDec-14 Merger with Burger King finalizedDec-15 Spike could be due to Video of Tim’s employee throwing hot coffee at a customer OR #WarmWishes campaignEvery 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

GOOGLE TRENDS What are the interest insights we can derive from Google Analytics?

CONSULTING

CITIES

Top cities for Tim Hortons Top cities for StarbucksCity 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

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.

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

THE WORKS CITED Where did we get our information?

CONSULTING

RESEARCH REPORTS Alvarez, A. (2015). Coffee & Snack Shops in Canada-72221bCA. IBIS World Industry Report. Retrieved from http://clients1.ibisworld.com.ezproxy.library.yorku.ca/reports/ca/industry/default.aspx?entid=1973. Bowler, G.M (Jr.). (2010). Netnography: A Method Specifically Designed to Study Cultures and Communities Online. Qualitative Report, 15(5), 1270-1275. Retrieved from http://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). The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Research, 39(2), 61-72.

SOCIAL MEDIA REPORTS • Instagram Stats: Minter.io. • Twitter Stats: Twitonomy • Facebook Stats: Likealyzer

TIM HORTONS’ PUBLICATIONS Bonikowsky, S., Caira, M., & Moir, B. (2014). Winning in the New. Investor Conference. Retrieved from https://www.timhortons.com/ca/en/pdf/TH_Investor_Conference_For_Website_(02-26-2014).pdf

ONLINE ARTICLES Divol, R., Edelman, D., Sarrazin, H. (2012). Demystifying social media. McKinsey. Retrieved from http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/demystifying-social-media. Patterson, M. (2015). Social Media Demographics to Inform a Better Segmentation Strategy. Sprout Social. Retrieved from http://sproutsocial.com/insights/new-social-media-demographics/. Ciccatelli, A. (2014). 8 legal concerns to consider when creating a social media campaign. Inside Cousnel. Retrieved from http://www.insidecounsel.com/2014/11/07/8-legal-concerns-to-consider-when-creating-a-

socia Robinson, C. (2013). The Risks Associated with Social Media Marketing. Business 2 Community. Retrieved from http://www.business2community.com/social-media/risks-associated-social-media-

marketing-0617722#Dj2721DhfKcDCcxQ.97.

CLASS LECTURE Sterling, B. (2016). Social Media Strategy Presentation. MKTG 4226 Week 3 Lecture, Schulich School of Business.

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THE WORKS CITED Where did we get our information?

CONSULTING

NEWS ARTICLES Canadians united in love of Tim Hortons: poll. (2009). Toronto Star. Retrieved from http://www.thestar.com/news/canada/2009/05/27/canadians_united_in_love_of_tim_hortons_poll.html. Ceolin, C. (2013). Tim Hortons Camp Day fundraiser set for Wednesday. Daily Herald-Tribune. Retrieved from http://www.dailyheraldtribune.com/2013/06/03/tim-hortons-camp-day-fundraiser-set-for-

wednesday. Elliott, J. (2016). Roll Up Rules: New ways to claim Tim Hortons prizes. CTV news. Retrieved from www.ctvnews.ca/business/roll-up-rules-new-ways-to-claim-tim-hortons-prizes-1.2763304. Ferreras, J. (2015). Tim Hortons 'Roll Up The Rim' $100 Prize Winner Loses Due to Little-Known Rule. Huffington Post Canada. Retrieved from http://www.huffingtonpost.ca/2015/03/30/roll-up-the-rim-

prize-rule_n_6970454.html. Jackson, B. (2015). Canadians’ love of loyalty rewards is swayed most by this digital channel. IT business. Retrieved from http://www.itbusiness.ca/news/canadians-love-of-loyalty-rewards-is-swayed-most-by-

this-digital-channel/54790. Krashinsky, S. (2015). Tim Hortons is latest to serve up good cheer in marketing campaign. Globe and Mail. Retrieved from www.theglobeandmail.com/report-on-business/industry-news/marketing/tim-

hortons-is-latest-to-serve-up-good-cheer-in-marketing-campaign/article27544188/. Melanson, T. (2015). Why Vancouver is the only market Tim Hortons hasn't cracked. B.C. Business. Retrieved from http://www.bcbusiness.ca/marketing-media/why-vancouver-is-the-only-market-tim-

hortons-hasnt-cracked. O'Neil, L. (2015). Tim Hortons drive-thru worker appears to throw hot coffee at customer in video. CBC News. Retrieved from www.cbc.ca/news/trending/tim-hortons-employee-accused-of-hurling-coffee-

timbits-racial-slurs-at-drive-thru-patron-1.3370647. Ottawa Citizen. (2007). Ottawa invention makes it easy to play again... and again... and. Canada.com. Retrieved from http://www.canada.com/story.html?id=2f2ff540-129d-43f3-b7ad-cbaad482e348. Robinchaud, M. (2013). Winning Creation from Food Network Canada's Donut Showdown Now Available at Tim Hortons. Newswire. Retrieved from http://www.newswire.ca/news-releases/winning-creation-

from-food-network-canadas-donut-showdown-now-available-at-tim-hortons-512560401.html. Shaw, H. (2013). Tim Hortons shares rise as second U.S. hedge fund turns up heat. Financial Post. Retrieved from http://business.financialpost.com/news/retail-marketing/second-activist-investor-is-turning-

up-the-heat-on-tim-hortons. Skelton, C. (2014). In a city full of Starbucks, some Vancouver neighbourhoods have none. Vancouver Sun. retrieved from http://www.vancouversun.com/technology/city+full+Starbucks+some+Vancouver

+neighbourhoods+have+none/9687579/story.html?__lsa=2507-c501. Staff. (2015). Tim Hortons gets crash course in brand association after pulling Enbridge ad. Global News. Retrieved from http://globalnews.ca/news/2038660/tim-hortons-gets-crash-course-in-brand-

association-after-pulling-enbridge-ad/. Whitten, S. (2015).Starbucks holiday red cup brews controversy on social media. CNBC. Retrieved from http://www.cnbc.com/2015/11/09/starbucks-holiday-red-cup-brews-controversy-on-social-media.html

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