individual assignment subject digital marketing 2 topic digital media audit tocotoco

Not only that, but the promotion information is notconsistent between Facebook, Instagram, and Website The website has a promotion program"SUPER FULL TEA PARTY with the full menu only 28

INDIVIDUAL ASSIGNMENT

Subject: Digital Marketing 2

Lecturers : Nguyễn Minh Quang

Topic: Digital media audit

I OVERVIEW

1 Introduction of brand……… 2

2 Do their social sites link to websites? 10

3 How many “likes” does ToCoToCo have per site? 11

4 What type of content has been posted since your last visit? Is it appropriate? 14

II CONCLUSION……… 18 III REFERENCES……… 19

I OVERVIEW

1 Introduction of brand

● Brand name: ToCoToCo

● Slogan: “A taste of nature - a cup of happiness”

ToCoToCo opened its first store in 2013 Always been passionate about exploiting Vietnamese agricultural products to create fresh, safe, and nutritious drinks, with passion and aspiration building a pure Vietnamese milk tea brand, bearing the flavor of the homeland ToCoToCo believes that enjoying a cup of milk tea made from Moc Chau tea, pearls from Nghe An tapioca, or mulberry jam from Da Lat will be a completely different and wonderful experience for its customers

Also from that difference, ToCoToCo brand has made rapid development steps and gradually dominated the milk tea market with more than 200 stores spread across the country The milestone in 2018 marks the brand's dream of reaching out to the ocean when ToCoToCo officially set foot in the US and continues its success in Australia, Japan, Korea, and Singapore,

Products2

Tocotoco's menu is quite diverse with the appearance of exclusive milk tea and xueshan tea, which are very popular with diners The menu includes 6 main dishes:

● Milk tea: With the richness of premium powdered milk, premium green tea, and

"specialty" toppings, it is possible to enjoy a delicious cup of TocoToco milk tea

● Fruit tea: Ginseng sakura tea, collagen green tea, royal lemon tea, vitamin C kiwi passion fruit, are not bad suggestions for cooling drinks at TocoToco

1 ToCoToCo - Đậm vị thiên nhiên, trọn vị hạnh phúc (n.d.) Lịch sử và sứ mệnh [online] Available at:

https://www.google.com/url?q=https://tocotocotea.com/history/&sa=D&source=docs&ust=16765414446 14497&usg=AOvVaw318DuN34iP-kYMWafxn5PG [Accessed 16 Feb 2023]

2 NamT 10 V (2020) Trà Sữa TocoToco - Chuỗi Cửa Hàng Tocotoco Trên Toàn Quốc 2022 [online] TOP 10 VIỆT NAM Available at:

https://top10vietnam.vn/chuoi-cua-hang-tocotoco/#4_Tam_nhin_va_su_menh_cua_cua_hang_tra_sua_To cotoco [Accessed 16 Feb 2023]

● Macchiato: TocoToco cream cheese consistently achieves a smooth, creamy, and aromatic consistency Cream cheese and green tea below blend together, sure to bring customers a lot of surprises

● Xueshan tea: A bowl of tea is usually combined with 6-7 types of topping (pear pearl, yellow sweet potato, dew flute, willow, )

● Special drink

● Iced Drinks

With delicious milk tea, rich toppings, TocoToco's drinks are loved by many people In particular, 3 milk tea lines that are always on the top of the company's list are Panda milk tea, Okinawa black diamond milk tea, and royal pearl milk tea

Vision and mission

With the mission of bringing joy and happiness, ToCoToCo hopes to create a culture of enjoying milk tea and delicious, clean, fresh drinks Tocotoco aims to be the leading milk tea retail brand

in Vietnam Tocotoco will grow with more than 1000 stores and go global with 300 stores around the world

Currently, ToCoToCo store has become the most popular milk tea brand Tocotoco owns the largest store chain in Vietnam with more than 300 operating stores; the percentage of franchised stores accounts for 70%, and this number is constantly growing This passionate and enthusiastic journey will continue to replicate to spread the pure tea cups of Vietnamese agricultural products

to all parts of Vietnam and the world

Media channel

● Websites: https://tocotocotea.com/

Tocotoco's homepage is beautifully designed, easy to use, and provides all the necessary information for users

At the top of the page is the introduction of brand ambassadors and promotions, with beautiful and vivid images to create a friendly and fresh feeling for users It also introduces the company's products and also provides information on prices and promotions The site also provides users with some information about the company and its development history

In addition, the website has a news and events section to keep users updated on the latest news and upcoming events of the company

At the top of the website, there is a menu bar that includes the items “Home”, “About Us”,

“Products”, “News”, etc to help users easily access the subpages of the website

The bottom of the website also has important information with copyright elements and links to other social media sites However, it is still not really good when there is a link error (the link to Twitter opens the TikTok channel, G+ opens Zalo), and the brand needs to fix it immediately to avoid confusion and lack of professionalism

● Facebook: https://www.facebook.com/tocotocobubbletea

● Instagram: https://www.instagram.com/tocotoco_bubble_tea/

● Youtube: https://www.youtube.com/@ToCoToCoBubbleTea/featured

● Tiktok: https://www.tiktok.com/@tocotocobubbletea

● Zalo: https://zalo.me/2268915497539367639

In general, the interface and content of social media channels are relatively suitable for the brand and easy for users to use and interact with

● Design and interface: the channels have a sleek, modern, and user-friendly design

● Content: Provide users with useful content about products and promotions The content is updated regularly and diversely, helping users to stay up to date with the latest information

● Interact with customers: Through posts, Tocotoco provides users with multiple ways to interact with the company, including commenting, sharing, and rating In addition, it can support customers, and respond quickly and fully to help users have the best experience

● Photos and videos: There are many beautiful and vivid images of products and promotions Although the videos are still not clear, these images and videos help users get a better insight into the product and easily digest the brand's promotions

Regarding "user friendly", it can be said that ToCoToCo has been successfully applied because

of its simple interface, easy-to-navigate, easy-to-understand and use features and functions, not too complicated, to meet the needs of users and can be accessed on a variety of devices and operating systems without the need for special support or training This helps increase “user experience” and when good user experience can help improve user satisfaction with products, increase accessibility, increase revenue, and improve brand image

Regarding the brand image, ToCoToCo used the same logo, but the logo color and representative image on all channels were not the same Not only that, but the promotion information is not consistent between Facebook, Instagram, and Website (The website has a promotion program

"SUPER FULL TEA PARTY with the full menu only 28k" while Facebook and Instagram have promotions completely different from "GOLDEN WEEK - BRAND OFFER 0 VND")

This can cause a number of problems and negative effects as follows:

● Confusing customers: If the information on different social media channels of the business is not the same, customers will be confused, and not know which information is

correct, this can cause confusion and loss of trust trust and dissatisfaction with the business

● Impact on the image of the business: If the information between the different social media channels of the business is not the same, this can affect the image of the business and cause unprofessional and unreliable

● Impact on the effectiveness of the business's communication strategy: If the information between the business's social media channels is not uniform, this can affect the effectiveness of the business communication strategy and cause problems loss to the business

● Causes confusion about products and services: If the information between your social media channels is not the same, this can cause confusion about your products and services, leading to customers don't trust or don't want to buy a business's product or service

● Difficulty in managing images: If the information between social media channels is not consistent, businesses may have difficulty managing their images on these platforms This can lead to inconsistencies in the message and image of the business, causing confusion and a lack of professionalism in the eyes of customers

● Impact on customer trust: If the information between social media channels is not consistent, customers may not know which information is correct and may lose trust in the business This can lead to a decrease in sales and affect the image of the business

● Affect the relationship between business and customers: If the information between social media channels is not consistent, customers may feel distrust and dissatisfaction with the business This can lead to a decrease in customer engagement on these platforms and affect the business-customer relationship

Therefore, keeping information consistent across social media channels is very important to create trust and confidence in customers, as well as avoid unnecessary confusion and conflict of information

In order for a brand to build a strong website and social networking sites, it is necessary to pay attention to a few essential factors:

● Quality Content: Content is the most important factor to attract and retain users on a website or social network Websites and social networking sites need engaging and

quality content to attract and retain users In addition, the content on the channels must have consistency to create trust and trust from customers Content can be photos, videos, text, stories, or anything that makes users feel interested and worth sharing

● Design beautiful and user-friendly interfaces: Websites and social networking sites need

a beautiful and easy-to-use interface to attract and retain users This includes optimizing the website for mobile devices and different screens

● Data Analytics: Using analytics tools, brands can track website or social media traffic, topics of interest, and user behavior From there, brands can adjust their communication strategies accordingly

● Search engine optimization (SEO): Search engine optimization is a process that helps improve the position of a website or social networking page on Google's search results pages

2 Do their social sites link to websites?

Tocotoco's website and social networking sites (except Tiktok) are linked together, which will help enhance customer interaction on online channels, increase accessibility to audiences, increase followers, and help develop Tocotoco's channels For example, customers can search for information about Tocotoco's products or services on the company's website and then switch to social networking sites to follow and update the latest articles on brands and products products

or promotions This can also help create strong brand recognition and increase customer trust in the company

When ToCoToCo's TikTok channel is not linked to other social networking sites such as Facebook and Instagram or a website, it may have limited ability to develop the channel, and it will be difficult to increase the number of followers and reach potential audiences This may reduce Tocotoco's ability to grow its channel on Tiktok, and limit its ability to generate revenue

or attract customers

Linking between websites and social networking sites is an effective way to increase the brand's ability to reach and engage with customers across a variety of channels However, if this linking

is not done properly, it can cause certain problems and inadequacies, including:

● Reliability: If websites and social networking sites are not closely linked, the information

on the websites may not be synchronized, leading to confusion and loss of reliability

● Lack of consistency: If websites and social media do not share the same brand message and values, this can cause confusion and loss of brand consistency

● Bad for user experience: If websites and social networking sites do not link correctly and lead to errors or difficulties for customers in finding and using the company's products or services, This can affect the user experience and reduce customer satisfaction

● Management: When a brand manages many different websites and social media sites, it

can become more complicated and difficult to track and manage them.

To avoid these problems, the company needs to have a linking strategy between websites and social networking sites to ensure synchronization and compatibility between channels, as well as provide customers with the best experience

3 How many “likes” does Tocotoco have per site?

"Like" is used to express someone's liking or preference for something On social media, it is used to show a positive response and interact with another audience

● Facebook3

The page was created in 2015

As of February 17, 2023, the page has 473,056 likes and 488,211 followers

The content on the page is regularly updated such as articles, images, videos, promotions

On January 2, 2023, ToCoToCo posted a post and received 3,800 likes, 27 comments, and 11 shares Since then, after more than 2 months, the number of posts is a lot, but only 3 posts have more than 3,000 likes, the rest have less than 1,000 likes In addition, the number of comments and shares is also relatively low

3 www.facebook.com (n.d.) ToCoToCo Bubble Tea [online] Available at:

https://www.facebook.com/tocotocobubbletea/?ref=page_internal [Accessed 17 Feb 2023]

● Instagram

There are 9,765 followers, the posts are also updated regularly but all receive very little interaction (less than 50 likes per post)

● Tiktok5

With 61,300 followers, the content posted is somewhat more limited than Facebook and Instagram On this channel, we can see the total number of views, likes, shares, and comments for each post to know how much audience ToCoToCo's posts reach and how much they interact with the post

● Youtube6

4 www.instagram.com (n.d.) ToCoToCo Bubble Tea (@tocotoco_bubble_tea) • Instagram photos and videos [online] Available at: https://www.instagram.com/tocotoco_bubble_tea/ [Accessed 17 Feb 2023]

5 TikTok (n.d.) ToCoToCo Bubble Tea (@tocotocobubbletea) [online] Available at:

https://www.tiktok.com/@tocotocobubbletea/ [Accessed 17 Feb 2023]

6 www.youtube.com (n.d.) ToCoToCo Bubble Tea - YouTube [online] Available at:

https://www.youtube.com/@ToCoToCoBubbleTea/videos [Accessed 17 Feb 2023]