Company(Analysis(of(Teavana:(how(is(social(media(conducted ...
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Company
Analysis
of
Teavana:
how
is
social
media
conducted
and
how
could
Teavana
social
media
campaigns
be
improved?
Ellen
Eldridge
December
3,
2013
Introduction
Teavana
started
as
a
mom
and
pop
operation
in
Buckhead,
Ga.,
in
1997
when
Andrew
Mack
and
his
wife
Nancy
put
their
life
savings
into
the
company
originally
called
Elephant
Tea
Co,
according
to
an
article
in
the
Atlanta
Journal--Constitution
by
Greg
Bluestein1.
After
traveling
overseas,
Andrew
Mack
came
back
to
Atlanta
feverishly
trying
to
capture
that
sense
of
culture
and
ritual.
The
Macks
wanted
to
sell
the
"ritual
of
tea"
more
than
they
wanted
to
sell
customers
a
beverage,
and
this
factored
in
to
changing
the
company's
name
to
Teavana
in
the
early
2000s
(Bluestein,
2012).
According
to
Feldman
(2011),
since
2006,
Teavana
watched
its
sales
grow
73%
to
$125
million,
registered
for
an
IPO
and
went
public
in
July
2011.
By
the
end
of
2013,
Teavana
accepted
a
$620
million
offer
from
Starbucks,
the
company
presently
in
control
of
the
brand
Teavana.
Target
Market
According
to
a
Teavana
Case
Study
(2008),
Teavana's
target
market
is
mainly
30
to
55--year--old
women
who
frequent
malls.
The
company
founder
also
felt
strongly
about
not
using
traditional
advertising
(Teavana
Case
Study,
2008;
Bluestein,
2012).
Through
relying
heavily
on
in--store
tasting
and
d?cor,
the
brand
trusts
word
of
mouth
to
reach
the
growing
tea
market
in
the
United
States.
Now
that
Starbucks
owns
Teavana,
many
of
the
same
target
markets
will
cross
over,
but
Teavana's
separate
identity
is
seen
through
its
separate
corporate
and
social
media
websites.
The
tea
bars
that
have
started
opening
imply
a
trend
toward
reaching
1
(all
links
in
this
report
last
accessed
December
3,
2013)
more
people
and
growing
the
tea
culture
among
caffeine
drinkers.
I
glean
this
insight
from
the
fact
that
Starbucks
bought
Teavana
as
well
as
from
the
research.
Current
Social
Media
Platforms
Corporate
Website
The
Teavana
home
page
is
very
eye--catching
and
visually
appealing,
as
the
brand
has
always
desired
to
maintain
a
rich
experience,
bringing
the
culture
to
customers
and
not
focusing
merely
on
a
product.
Above
the
fold,
the
home
page
shows
a
sliding
gallery
with
four
main
images.
As
of
December
3,
2013,
the
home
page
shows
a
build
a
tea
gift
banner
where
customers
can
click
to
find
more
information
on
designing
the
perfect
holiday
gift,
the
most
popular
gift
ideas
link
shown
below,
the
2013
recognition
by
Oprah
Winfrey
(Oprah's
Favorite
Things),
and
the
last
gallery
image/link
announces
a
free
sample
promotion
where
every
order
placed
includes
a
free
sample
of
another
tea.
I
wasn't
sure
the
colorful
types
of
tea
along
the
top
were
hyperlinks
until
I
tried
them,
but
they
do
link
to
descriptions
of
each
type
of
tea
along
with
featured
products--within
two
clicks
from
the
website
and
a
customer
can
place
an
order.
I
love
the
next
level
headings
too
and
find
that
the
Teavana
corporate
website
contains
just
about
anything
I
could
think
a
visitor
would
want.
Someone
who
comes
looking
to
learn
about
tea
will
quickly
be
drawn
to
the
"New
to
Tea"
tab,
which
links
to
a
blog
post
with
article
titles
listed
along
the
right
column
that
visitors
may
be
more
interested
in
(like
"About
Teavana"
and
"Tea
Gift
Center"
for
those
who
may
have
just
been
looking
for
a
gift
for
a
friend
or
family
member).
The
sub--heading
from
the
home
page
for
"Tea
Gifts"
is
also
easy
to
navigate
and
very
user--friendly.
The
options
to
"shop
by
experience,"
"shop
by
price,"
as
well
as
a
Tea
of
the
Month
club
and
"gifts
with
meaning"
section
instantly
let
visitors
know
where
to
head.
Someone
who
wanted
to
learn
about
tea
for
personal
consumption
or
someone
looking
for
a
gift
could
spend
quite
a
bit
of
time
checking
out
the
options.
The
online
store
makes
purchase
decisions
low--pressure
as
well.
Below
the
fold
on
the
corporate
website
is
where
the
links
to
social
media
and
smaller
links
to
articles
and
information
exist.
The
first
link
in
the
social
media
row
is
for
the
company
newsletter,
which
I
signed
up
for
in
September
when
I
chose
this
company
for
analysis.
The
positioning
of
the
newsletter
link
and
the
fact
that
all
the
social
media
links
are
below
the
fold
and
gray
makes
me
think
the
social
aspect
is
one
the
company
wants
to
downplay.
This
idea
goes
along
with
information
in
the
2008
Teavana
Case
Study
referenced
in
the
target
market
section
of
this
report--
that
Mack
wanted
to
control
his
company
and
avoid
outside
advertising.
Social
media
is
by
no
means
ignored,
but
Teavana's
placement
betrays
the
company's
first
interest
to
sell
a
tea
culture
and
experience
to
its
customers.
Blog
The
Teavana
blog
is
called
"Heaven
of
Tea
Blog"
and
is
located
at
blog..
I
didn't
see
a
link
directly
from
the
main
corporate
website
to
the
Heaven
of
Tea
Blog,
and
the
link
back
to
the
main
Teavana
website
from
the
Blog
is
a
tiny
link
on
the
lower
left
hand
column
under
the
list
of
recent
posts.
The
blog
genuinely
feels
like
it
exists
for
the
customer
or
information--seeker's
benefit.
The
Blog
home
page
has
a
darker
purple--red
background
behind
the
same
logo.
The
blog
section
below
has
a
white
background,
but
in
going
from
the
corporate
site
to
the
blog,
a
deeper
color
makes
a
darker
impression.
The
color
scheme
on
the
blog
is
different
as
well.
Where
the
main
site
has
an
almost
pastel
feel
to
it,
the
blog
seems
bolder
and
doesn't
blend
as
aesthetically.
Content--wise,
the
blog
can't
be
beat,
though,
and
the
admins
post
a
new
article
about
once
a
week,
including
a
category
for
videos
(the
last
of
which
was
about
Iced
Tea
posted
in
August,
and
I
double--checked
the
corporate
site
and
all
links
in
this
report
December
3,
2013).
Another
big
difference
from
the
blog
is
the
positioning
of
the
social
media
links
?
the
icons
for
Facebook,
Google
Plus,
Twitter
and
Pinterest
are
on
the
top
right,
where
visitors
usually
find
social
media
links
(at
least
in
my
experience).
Facebook
As
of
October
19,
2013,
(shown
above)
the
Facebook
Page
for
Teavana
had
296,954
likes
and
5,289
people
engaging
as
determined
by
"people
talking
about
this."
The
apps
boxes
show
the
photos
posted
on
the
Facebook
Page,
a
link
to
customer
service
that
doesn't
actually
work,
a
link
to
available
jobs
powered
by
Jobvite
and
a
Pinterest
link.
I
cross--referenced
against
Starbucks'
Facebook
Page
out
of
curiosity
and
found
that
Starbucks
added
an
International
locations
app,
but
kept
Pinterest
in
the
top
row
of
apps
and
placed
open
jobs
in
the
second
row,
which
visitors
have
to
click
to
see.
According
to
White
(2012)
in
an
article
on
NBC
News,
40
percent
of
all
social
media--driven
purchases
come
from
Pinterest
and
40
percent
of
users
have
annual
household
incomes
between
$50,000
and
$100,000.
With
data
like
that,
having
the
app
driving
from
Facebook
to
Pinterest
makes
sense.
When
I
re--checked
the
Teavana
Facebook
Page
on
December
3,
2013,
(shown
below)
the
Page
had
increased
in
both
number
of
likes
(312,438)
as
well
as
engaged
fans
(7,165
"talking
about
this).
Teavana
also
updated
its
cover
photo
from
the
fall
cinnamon
stick
and
pumpkin
image
to
the
crisp
peppermint
and
chocolate
image
for
the
holiday
season.
The
soft
snowflake
image
keeps
a
traditional
scene
without
claiming
Christmas
of
any
particular
holiday,
which
is
a
wise
move
in
my
opinion
because
"tea
culture"
across
the
world
has
little
to
do
with
varying
holiday
rituals
or
customs.
The
posts
with
the
most
shares
are
for
good
deals
including
the
posts
about
free
tin
and
free
sample
with
an
order
for
Cyber
Weekend.
The
November
29
post
specifically
about
a
free
tin
had
231
shares
as
of
December
3,
and
the
November
30
post
about
a
free
Mosaic
tumbler
only
saw
14
shares.
This
could
have
been
timing
and
holiday
related,
but
the
posts
both
had
images
and
were
posted
within
a
day
so
my
feeling
is
that
the
loyal
Teavana
fans
want
to
share
the
best
deals
(the
mosaic
really
isn't
that
attractive).
Teavana
also
has
a
lot
of
customer
complaints
on
its
Facebook,
which
it
handles
personally
and
as
discretely
as
possible.
Some
of
the
Cyber
Monday
customer
complained
about
not
receiving
advertised
discounts
and
others
complained
about
being
charged
twice.
Teavana
responded
quickly
and
the
screen
shot
to
the
left
shows
that
Teavana
responded
personally
to
confirm
if
the
problem
was
with
redeeming
two
discounts
at
once
or
to
provide
reassurance
that
the
orders
will
be
honored.
Teavana
posts
responses
within
hours
to
upset
customers.
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