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Tayto Case Study: Managing Customer Feedback through Social Media

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Tayto Case Study: Managing Customer Feedback through Social Media
Problem Case Study

How to Listen
How to Listen

A CASE STUDY ON MANAGING NEGATIVE FEEDBACK FROM CONSUMERS
A CASE STUDY ON MANAGING NEGATIVE FEEDBACK FROM CONSUMERS

Version 1.0: 7 December 2011
Presented by: Amanda Scobie
Introduction to Tayto Case Study
Tayto Group Limited, a potato crisp company based in Co. Meath, Ireland, was established in 1956 and is now currently owned by Largo Foods. They are the largest snack-food company in Ireland holding 49% of the snack-food market share.16 Largo Foods acquired Tayto Group Limited in 2006 for over €65,000,000. The investment was smart because of Tayto’s exceptionally loyal fan base. This loyalty is largely due to Tayto’s very successful marketing techniques of their brand mascot “Mr. Tayto”. They are continually coming up with new ways to incorporate him into modern society; with recent campaigns including “Mr. Tayto Finds a Wife,” and “Mr. Tayto for President”. Specifically this case focuses around months from April 2011 to August 2011. Since joining Facebook in 2008, Tayto has privately monitored the Mr. Tayto Facebook fan page. Tayto has faced difficulty transferring their revered brand image, which is traditionally analog, into a digital medium. As Mark Deuze explains, there is a convergence of media occurring between technology as well as the relationship between producer and consumer.9 Their shortcomings mostly stem from their lack of interaction with their fans and their neglect to monitor and manage feedback. A majority of the monitoring they conducted was deleting negative comments. This created several hostile fans and threads forming on the page discussing how disappointed they were with Tayto. Managing social media feedback, especially negative feedback, is a problem faced by companies and businesses today. Shawn Kessler, an expert on the uses of social media, will explain that a social media presence is necessary for businesses today. We now work in an era where consumers have access


References: 1 Shawn Kessler, Senior Strategist at Aloysius Butler & Clark 2 Beyer, Alisa Marie.: “Let Her Do the Talking: A Case Study for Social Media.” Global Cosmetic Industry 179.10 (2011): 24-25 3 Brogan, Chris. “You Are a Media Company.” Entrepreneur 39.1 (201!): 66. Business Source Premier. Web. 29 Nov. 2011. 4 Bruell, Alexandra. “How to Tell if Your Push Has Hit a Social-Media Flashpoint.” Advertising Age 82.40 (2011): 12. Business Source Premier. Web. 29 Nov. 2011. 5 Catone, Josh. "How to Deal with Negative Feedback from Social Media." Mashable. N.p., 21 February 2010. Web. 11 Dec 2011. <http://mashable.com/2010/02/21/deal-with-negative-feedback/>. 6 “The CMO.” Mckinsey Quarterly3 (2011): 39-41 7 “Companies That Listen Get Results.” CRM Magazine 15.9 (2011) 16. Business Source Premier. Web. 29 Nov. 2011 8 Donna Wydra, et al 9 Deuze, M. (2007). Media work: Digital media and society series. (pp. 49-66). Cambridge, UK: Polity Press. 10 Elmer, Vickie. “The Perls of Self-Promotion.” Fortune 164.8 (2011):35-38. Business Source Premier. Web. 29 Nov. 2011. 11 Hall, Robert. “Relationship: the Driver of High-Tech Marketing.” ABA Bank Marketing 43.9 (201): 12-13. Business Source Premier. Web. 29 Nov. 2011. 13 Howard, Denise. “Make Best Use of Online Feedback.” Caterer & Hotelkeeper 201.4694 (2011): 26-27. Business Source Premier. Web. 29 Nov. 2011. 14 Kallas, P. (2011, September). Managing social media crisis and negative feedback. Retrieved from http://www.dreamgrow.com/managing-social-media-crisis-and-negative-feedback/ 15 Kumar, V., & Bhagwat, Y 16 Kincy, Jason. “How Do I Monitor What is Being Said Online About Our Bank?” ABA Marketing 42.9 (2010): 42. Business Source Premier. Web. 29 Nov. 2011. 17 Largo foods company profile. (2011). Retrieved from http://www.largofoods.ie/our-company/company-profile/ 18 McCorvey, J.J., & Lapowsky, I
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