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SOCIAL MEDIA ANALYSIS

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TABLE OF CONTENTS

•INTRODUCING BLENZ COFFEE

•BLENZ FACEBOOK FANPAGE

•COMPETITORS OF BLENZ

•SWOT ANALYSIS & INSIGHT

•RECOMMENDATION FOR BLENZ

•SAMPLE OF SOCIAL MEDIA CONTENTS

INTRODUCING BLENZ COFFEE

BLENZ HISTORY• Blenz Coffee opened its first store in Feb 1992 on the corner of Robson and Bute st. in Vancouver.

• The founders of Blenz Cofffee are Brian Noble, Sarah Moen and Geoffrey Hair.

• Today Blenz now has 61 stores in British Columbia and also operates internationally in Japan and the Philippines.


BLENZ PHILOSOPHY• Blenz Coffee is a premiun retailer of hand crafted coffees, whole leaf teas, Belgian hot chocolate and other innovative and delicious specialty beverages.

• From the start, the founders of Blenz Coffee have always had a passion for quality.

• All Blenz beverages are made in-store from only the highest quality ingredients available.


BLENZ PRODUCT• Blenz Coffee are retailers of high quality whole bean coffees, beautiful whole leaf organic teas and premium Belgian chocolate beverages to name but just a few of our product offerings.

• Blenz also offers a fabulous selection of baked goods, breakfast, lunch and snacks, among other delicious treats.

• Blenz Coffee takes a lot of pride in serving only authentic handmade products to their customers.

BLENZ FACEBOOK FANPAGE

• Blenz Coffee uses their Facebook fanpage to communicate their consumers, give information of coupon and promote new product.

• 4,286 people like Blenz Coffee Facebook fanpage.

• Blenz Coffee uploads their information almost everyday.

• They usually provide feedback to their consumers if customer ask something. Also their contents are usually made up of text and photo. they use just informal language.


• This posting is one of the most popular postings in Blenz Coffee facebook fanpage.

• This posing is about event that Blenz Coffee want to give a gift basket (FULL OF BLENZ COFFEE GOODIES) to their consumer if they comment their favorite Blenz drink and share this posting.

MOST POPULAR POSTING.1

What made this posting so successful?

• This posing grab consumers attention by using gift and people can get a gift easily only ONLY COMMENT & SHARE.


“Let’s conquer breast cancer together! Scan theBack of your Blenz cup to donate to Canadian Breast Cancer Foundation and we will match your donation!”

• This posing is about protecting breast cancer. Blenz Coffee says that they will match consumers donation, So People who want to donate just scan the back of their Blenz cup. Also, If people post it Facebook or Twitter, they have a chance to get a Blenz gift card.


What made this posting so successful?• This posing grab consumers attention by using gift and people can get a gift easily only ONLY COMMENT & SHARE.


“Who else is ready for Vancouver Canucks toStart their season tonight?! The puck drops Tonight at 7o’clock! Go Canucks go!”


What made this posting so successful?

• This posing is about Canucks. Canucks is team of Canada ice hockey. Most of people in Canada like ice hockey and ice hockey is representative sports in Canada. This posting is not about Blenz Coffee but just Blenz wants to give some information about ice hockey match. People who want to know about Canucks can click “ Vancouver Canucks” , so they can visit Canucks Facebook Fanpage.


LEAST POPULAR POSTING.1

What made this posting so unsuccessful?

“This is how excited you’ll be to win free BLENZ coffee for an entire year! Just shoot a quick video on your phone about someone who you believes deserves a BLENZ, and upload your video to www.s-tuntbuxx.com.”

• I saw this video and I understand why just few people liked this posting. That video is just that a woman laugh. This video is not about BLENZ or free BLENZ coffee.




“Do you like the WAKING dead after last night?! Coffee to the rescue!”

• This posting is about WAKING DEAD. Walking dead is American drama that is so popular. This drama recently restart. Maybe Blenz wants to give information that is about Walking dead restarts. However, I think there is no relation between Walking dead and Coffee. So, people are not inter-ested in this posting.




“Good lenses to have on Mondays!”

• When I see this posting firstly, I thought “What is the meaning of this posting?”. Because this page is Blenz that is coffee chain not lens shop.This posting is a strained relation between coffee and lens. Coffee lens? I think Blenz finds a relation between coffee and lens forcibly. Maybe a lot of people think like me.

COMPETITORS OF BLENZ COFFEE

• The Tim Hortons chain was founded in 1964 in Hamilton, Ontario. The chain’s focus on top quality, always fresh product, value, great service and community leader- ship has allowed it to grow into the largest quick service restaurant chain in Canada specializing in always fresh coffee, baked goods and home-style lunches.

• Actually Tim Hortons has only 2 kind of menu(coffee and donuts). But as consumer tastes grew, Tim Hortons started to add their menu.

ABOUT TIM HORTONS

TIM HORTONS FACEBOOK FANPAGE

• Tim Hortons uses their Facebook for showing their cover page that they changed, introducing their new menu and communicating with their consumer. • They don’t update their posting frequently. It’s about 3 times a month.

• 2,212,584 people like Tim Hortons Facebook Fanpage and 20,487 people are talking about this. • Their contents are usually made of photo because most of their contents is just cover page that is changed. Also, they use informal language for their customer. If people ask something to Tim Hortons, Tim hortons answer their ques-tion but If comments are like “good!”, they don’t feedback to their customer be-cause there are a lot of people who comment to their posting.


• Tim Hortons usually updates changed cover page. Their cover page is usually about new menu.

THINKING

• When Tim Hortons update their cover page, they don’t explain anything like taste of new menu. So, most of people are interested in their new(mystery) menu. I think It is so amazing method for drawing customers.


• Chill to win 2013It is a game that uses Iced Capp Cup(one of the menu in Tim Hortons). There are 2 way to play this game. 1.Peel the “Chill to Win”label from one’s Iced Capp Cup to reveal PIN code.2.Scrape to reveal 3 matching prizes. At Tim Hortons homepage, there is exact explanation.

THINKING• This game can attract people to buy Iced Capp Cup. So, Tim Hortons can increase their sales. As Tim Hortons uploads peopleWho win this game, consumers can have trust to Tim Hortons.


• Smile Cookie 2013This one is about charity. From Sep 23rd to 29th, the entire proceeds from the sale of their Smile Cookies will be donated to lo-cal charities, hospitals and community programs from coast to coast.

THINKING

• There are a lot of people who liked this posting. I think people like this posting because people can donate easily(if they just buy Smile Cookie, they will donate to local charities, hospitals and community programs). It is so good program to show charity of Tim Hortons.

COMPETITORS OF BLENZ COFFEE

• Starbucks is one of the best coffee chain in every county. Also, in Canada, there are a lot of Starbucks chain. People like their atmosphere and coffee taste. Actually, Starbucks was a single store in Seattle’s historic Pike Place Market. As time goes by, more and more Starbucks chain was opened. Nowadays, there are a lot of people who drink and hold Starbucks cup on the street. Now, it is like a trend.

ABOUT STARBUCKS

STARBUCKS FACEBOOK FANPAGE

• Starbucks uses their Facebook fanpage to communicate with their consumers. They just update some beautiful picture that is matched with coffee.

• 35,338,998 people like Starbucks Facebook fanpage and 97,917 people are talking about Starbucks.

• Their contents are usually made of simple photo that is matched with coffee. Also, they use informal language to their consumers. If their consumers ask something or comment about their posting, Starbucks usually answer to them.

STRRBUCKS FACEBOOK FANPAGE

• This posting is about Starbuck cup design by Kristina. She is 17 years old and has a Facebook page. She gets a lot of requests for drawings from peo-ple of Instagram, Tumbler and Face-book. THINKING

• I think Starbucks support this young artist. As Starbucks upload this post-ing, people who visit Starbucks Face-book fanpage can know about Kristina and be interested in her. Also, people can request a lot of draw-ing to her.

STRRBUCKS FACEBOOK FANPAGE

• Starbucks usually uploads this kind of posting. People who see this posting can be inspired. Also, people can feel a sense of the season.

THINKING

• Actually, when I see this posting firstly, I think ‘WHAT IS IT?’ because this posting doesn’t mean anything. I think that this posting attract many people’s attention because Starbucks is just popular.

BLENZ SWOT ANALYSIS

• Blenz Coffee has special ‘Hot Chocolate’that is made of real Belgian chocolate. If people who want to taste sweetness drink this beverage, they can overcome their depression.

Strength

• There are a lot of Blenz Coffee stores(61) in British Columbia. People who want to drink coffee or another beverages can find easily and have a good time in Blenz Coffee store.

• Blenz Coffee uses organic tea. If people order just greentea latte, they can enjoy organic that is good for health.

• There are another menu that can goes well with Blenz beverages.

BLENZ SWOT ANALYSIS

• Blenz Coffee’s menu is more expensive than Tim Hortons that is another coffee chain in Canada. For example, hot chocolate’s price at Blenz is more than $4. In contrast, people who have about $1.5 can enjoy hot chocolate at Tim Hortons.

Weakness

• People can find Blenz Coffee only in Vancouver. There is no Blenz Coffee in Toronto or Otawa.

BLENZ SWOT ANALYSIS

• Nowadays, a lot of people enjoy coffee and another desert everyday. People usually drink coffee after eating lunch and some people drink coffee instead of having a breakfast.

Opportunity

Threat• There is more cheaper coffee chain in Canada like Tim Hortons.

• People think that Starbucks is more traditional coffee chain. Also, Starbucks is almost same price with Blenz Coffee. So people think “Blenz and Starbucks, that are almost same. I’d rather go to Starbucks.”

INSIGHTS

• Blenz and their competitors(Tim Hortons, Starbucks) have some simi-larities. First of all, they want to communicate with their consumers. Blenz updates posting about Canucks because they want to interaction with customer. Also, their competitors update some posting like just photo(it is not about coffee).

Similarity

• Blenz and Tim Hortons usually use CHARITY. If consumers buy their product, they donate their profit. So, people can feel like that they do-nate to hospital or another community because Blenz and Tim Hortons can donate if people buy their product.

INSIGHTS

• Tim Hortons usually holds event for their consumers. Tim Hortons’s consumer participate their events. This events have TWO advantages.

First, people should buy product of Tim Hortons(like Iced Capp Cup) to participate those events.Second, Tim Hortons can produce profit. As more and more people par-ticipate their events, Tim Hortons can make huge profit.

Difference

• Starbucks support young artist like Kistina. Although she is already popular in social networking service, as Starbucks post about her draw-ing, more and more people can be interested in her.

• Blenz has a lot of posting not about Blenz. For example, Canucks post-ing is not about Blenz. It’s just about ice hockey.

INSIGHTS

• Blenz’s real problem is that there are a lot of postings that are not about Blenz.

For example, there is a ice hockey game and Blenz updates posting about ice hockey game. Of course, many people who are interested in ice hockey like that posting, but people who push ‘LIKE’ like ice hockey not BLENZ.

I think that Blenz needs to update related posting about Blenz.

BLENZ

RECOMMENDATION FOR BLENZ

• Blenz should hold some events like Tim Hortons. Of course, Blenz gives gift box to their consumers if people like and share that posting, but it is not interesting. Blenz’s events need to be more interesting. LIKE GAME.

EVENTS

• Nowadays, more and more companies support to athletes or some prospect. But I think there are a lot of people in unique field not only sports. Like Starbucks, if Blenz finds a artist or people who are in unique field and su-pport them, consumers can have better impression to Blenz.

SUPPORT

RECOMMENDATION FOR BLENZ

• Some Blenz’s posting are not related to Blenz. For example, one of popular posting is about CANUCKS that is just ice hockey team in Van-couver. Of course, this posting is popular posting but people cannot find some relation with BLENZ. People are just interested in CANUCKS not BLENZ. So, Blenz needs this kind of posting to be more related with Blenz.

PERSONAL

SAMPLE OF SOCIAL MEDIA CONTENTS

• If people buy Blenz’s product, there is a number inside of cup holder. Next, people visit Blenz’s homepage and put their number. Finally, Blenz fixes the day for winner this game and Blenz gives coupon or big-gest prize ever.

EVENTS

• (Like Starbucks)There are a lot of artists who have amazing talent but cannot have attention from people because their area is so unique. Es-pecially, in art field, there are a lot of amazing artists. So, Blenz finds a artist and proceeds col-laboration with artist(like cup design). That can help Blenz to have good image to people. Also, people are interested in that and they want to buy unique cup of coffee.

SUPPORT

SAMPLE OF SOCIAL MEDIA CONTENTS

• During season of ice hockey, Blenz updates posting about ice hockey that is related with EVENT. In Vancouver, people are really interested in ice hockey. So, if Blenz holds some games about ice hockey during that season, people will be more interested in Blenz. If there are two ice hockey team, one is A and the other is B, people vote who will win in Blenz homepage. After ice hockey end, people can get some gift like Blenz coupon through Blenz’s balloting.

PERSONAL

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Social Media

iced capp cup

ice hockey team

ice hockey game

blenz updates posting

ice hockey

walking dead

coffee chain

tim hortons