Social

Media

Audit

Introduction to the brand

What

Snakes and Lattes is a board game café located in Toronto, On. They offer food and drinks, along with board games to play

and/or purchase.

There are three locations around Toronto and a new location in Tempe, Arizona, just a short distance from Arizona State Uni-

versity.

HowWhen you go to Snakes and Lattes you pay a set fee for unlimited time in the café, where you can play as many different games as you want and purchase food and drinks (alcoholic and non-alco-holic).

Since there are so many different games to choose from they are roughly broken down into four main types: categories, elements, number of players and play time. Each category is then broken down even more to help choose a game.

All their games are for sale on the website, with free shipping to anywhere in Canada, for those who were visiting the café but don’t live in Toronto.

Who It caters to a wide variety of demographics including, fami-lies with kids, students (mature high school to upper univer-

sity), working professionals and an older crowd (50+).

After looking at the locations, they cater to a younger crowd, as two locations are close to University of Toronto and the

location in Tempe is next to Arizona State University

Introduction to the brand

WhereWith three locations across Toronto that are easily accessible by transit or a short walk from transit, almost anyone can visit.

The location in Tempe is just around the corner from Arizona State University, so the majority of their customers would most likely be university students.

WhyThe skill level of games ranges from children/beginner’s to advanced make it welcome for all game players of almost any age. Even adults who are just getting into the board game world can start out by play-

ing beginner games.

There are also one player games, so you can go individually and meet other board game lovers.

Snakes and Lattes is for anyone who likes the social aspect of boardgames outside of their own or someone else’s house. It’s also a good way to spend some time testing out a game before you decide if

you want to purchase it.

Social Media Overview

After a Google search of “board game cafes in Toronto” three others popped up: For the Win Board Game and Café, A Game

Café and Time Capsule Board Games Café & Bar.

Snakes and Lattes runs the board game café scene according to these social media results.

Current Platforms

Facebook Likes: 22,794Followers: 21,956

Twitter (@snakesandlattes)

Followers: 8,456

Tweets: 11,200

Instagram (@snakesandlattes)

Followers: 14,700Posts: 972

Youtube

Subscribers: 3,408

Google+

Followers: 63Blog

There isn’t any follower information, but their first post was May 30th, 2012 and their most recent post was 6 months ago.

Platform Overview: Facebook

Their Facebook is a business page which includes: location updates/closures, photos, videos, reviews

and events.

Content

Audience EngagementThe likes/shares/views on their posts are extremely low compared to how many followers they have, with an average of 10-15 likes per post. Some photos have a couple comments, others have no comments. Their most recent video posted on October 20th had 15 com-ments, 1 share and 656 views.

What’s getting the most engagement?After scrolling through the month of October, the highest en-gagement was centred around the new Tempe location. The post announcing the opening of the location had 183 reactions, 40 comments and 18 shares, much higher than anything else within the month of October.

Their content isn’t very engaging with the audience, as in they don’t ask a lot (if any) questions to get the audi-

ence commenting and a conversation going between the customers and the business. This would greatly improve audience engagement by continuing a conversation and getting the customers to come back and reply on posts.

Improvements

According to the Smart Insights Social Media review, Facebook is the fastest growing social network at 572 million users worldwide

as well as the most engaging platform for people aged 18-34.

With the majority of Facebook users being university students to young working professionals, this makes sense for Snakes and Lattes to use this platform as a means to give information to its

followers and update them on events.

Does the content make sense?

Platform Overview: Facebook

Platform Overview: Instagram

The posts mostly consist of the various games set up so the viewer can see

what they look like on a table, some of the food/drinks they offer, as well as

some game memes and videos of cus-tomers playing the games. In their sto-ries they promote $5 alcoholic drinks and behind-the-scenes of the Tempe

location opening up.

Content

Audience EngagementFor the month of August to the latest post (October 20th), the average likes on photos are extremely low, below 200, while the views on the videos are much higher with the average of 800-1,000+. Comments are also extremely low usually under 10, with some posts not having any comments at all

What’s getting the most engagement?By far it’s the video views, but they only post videos maybe once a month or every few months. This most recent video on October 20, has 828 views, but no comments.

As with the Facebook posts, to help engage their follow-ers, they should be asking questions to start a conver-

sation. To engage more with their followers, they could repost customer photos and do shout outs to help make

the customers feel more connected to the brand.

Utilizing their “stories” to show a quick clip of what is happening that day could also increase interest. Showing

customers playing a game together and even mini re-views of popular games that customers play would show

off the types of games available. To help increase trust in the brand, doing little behind-the-scenes of staff in the

kitchen or showing customers how to play games would let the viewers feel more connected to Snakes and Lattes.

Improvements

According to Hootsuite, users under 35 make up more than 70% of Instagram’s 800+ million users, with a total of 540 million users being aged 18-34. This is a good platform for the age demographic

that Snake and Lattes is targeting because followers can repost photos and share on their “stories.”

Does the content make sense?

Platform Overview: Instagram

Platform Overview: Youtube

The majority of videos are called “How to

Snakes” and features a game and how to

play. They also feature specialized games like

“games for 2”, “solo games” and themed

games.

Content

Audience EngagementThe most recent video which was posted 2 weeks ago has the lowest views, with the older videos (up to a year ago) have an average 1,500 views.

Although one video posted 10 months ago only has 449 views it’s not centred around a specific game, but more about the brand and what it has to offer. It was posted on December 27th, 2017 so the time of year could be a contributing factor to the lower views.

The highest views were on one video posted 3 years ago with 7,403 and the second highest views on a video was posted 2 years ago with 6,592.

What’s getting the most engagement?The “How to Snakes” games are getting the most views overall with an average of about 1,000+ but the most recent “How to Snakes” video was posted 6 months ago with only 859 views.

After randomly choosing some videos to click on the comments range from about 2 to 10. The videos are professionally shot and

well thought out with plenty of engaging information. Except for the lower number of comments, the views seem to be fairly high.

The main ways they can improve is to feature the newest video on their youtube page and use relevant tags for their videos. Featuring

their newest video ensures that people on their channel see this video first when they visit the channel.

Using tags for their videos would help users when they’re searching for relevant content and help increase overall SEO.

Improvements

According to Brand Watch in an average month, 8 out of 10 18-49 year olds watch Youtube. It makes sense for Snakes and Lattes to

be on Youtube, not only for the older age demographic, but also for posting videos of how-to play the games and seeing the games in action, so for the people who are on the fence, they can gauge

whether or not they want to go in to try out a game.

Does the content make sense?

Platform Overview: Youtube

Conclusion

Snakes and Lattes has a broad range of media that they are covering, from photos, to videos, to written work. They seem to be doing a thorough job on catering to their au-dience with an appropriate level of interesting content, but it’s still very professional. The platforms that I don’t see as being very useful is Google+ and their blog.

On Google+ they only have 63 followers and from what I saw by scrolling through the site, they are mostly (if not all) the same videos posted on Youtube. The the most re-cent Google+ video was uploaded 2 weeks ago.

They also have a blog on their website that has the same videos posted on Youtube, but the blog doesn’t seem to be updated as much since the last post was published May 7, 2018. After scrolling to the very first blog post (back in 2012), they all seem to be written content with photos. There are no comments on any posts that I clicked on.

It’s a waste of time and energy to be posting the same content on Youtube, Google+ and the blog. Each post should be catered to each type of platform to help switch up the content and get the most use out of the content they’re posting.

Overall, they are using a wide range of platforms that best fits with their brand and customers. They know their audience, what content they are interested in and they are doing a good job catering to them.

Sources

•https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

•https://blog.hootsuite.com/instagram-demographics/

•https://see3.com/9-free-ways-to-increase-your-youtube-views/

Annex600 Bloor St. W

College489 College St.

Midtown45 Eglinton Ave. E

Tempe20 West 6th St.