Social Media Strategies for Food and Drinks Companies

Date: March 22, 2011
Pages: 106
Price:
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: S5F6EC049FAEN
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Social Media Strategies for Food and Drinks Companies
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Global License: US$ 10,785.00


Introduction

Companies across all consumer-facing industries, with food and drinks as no exception, agree in the importance of using social media for marketing. However, there is generally less clarity in exactly what social media involves, much less the best practice to follow when using social media to market food and drinks. This report explains how to make the most of social media media platforms.

Features and benefits
  • Understand from an analytical perspective what social media actually is and how it relates to marketing food and beverages.
  • Use market size figures and data breakdowns for key countries to highlight important opportunities in marketing via social media.
  • Identify the five most important areas within social media and use analysis of recent campaigns to appreciate best practice in those areas.
  • Identify the impact of demographic and socioeconomic shifts on shifting the focus of social media marketing to the developing world.
  • Understand the likely impact for marketers of the impending technological shifts in mobile platforms and interactive TV.
Highlights

The key to social media is users sharing with each other. The major difference in practice from previous collaborative projects is that a large proportion of players involved in social media are seeking to generate revenue from the use of collaboratively created content.

In developed markets, 79% of social network users are 25 or older, and 32% are over 45. The largest group is the 25-34 year old group, although usage is split relatively evenly between consumers aged 25-54. Usage drops for over-55s – although there are still 16 million social networking users over 65.

The number of 3G mobile broadband subscribers worldwide will rise from just over a billion in 2010 to 2.8 billion by 2018, representing 43% of mobile users and 37% of the total global population. Interactive TV growth will drive integration between TV and social media campaigns, both in terms of advertising and sponsorship.

Your key questions answered
  • What is the importance of social media for food and drinks marketers?
  • How can companies develop a successful social media strategy?
  • Which regions will be the most important growth areas in social media?
  • What can companies do to attract consumers as people become jaded with online marketing?
  • What should the impact of mobile and interactive TV growth be on social media strategy?

Executive Summary
  Introduction
  Overview of the social media landscape
  Social media user analysis
  Using social media to market food & beverages
  Case studies
  The future of social media in food & beverages
John Band
  Disclaimer
Introduction
  Summary
  Introduction
  Who is this report for and what is it about?
  Definitions of social media
  Notes on data and sources
Overview of the social media landscape
  Summary
  Introduction
  Development of the social media landscape
    Historical evolution
    Recent key advances
    Current social media types
  Factors driving and restricting social media growth
    Positive: social network growth
    Positive: demographic trends
    Positive: emerging platform opportunities
    Negative: concerns over trust and security
    Negative: social media fatigue
    Negative: competitive market for user attention
Social media user profile
  Summary
  Introduction
  Social media user numbers and spending power
    Broadband users
    Mobile broadband users
    Social network users
    Spending power
  Demographic profile of social media users
  Social network platform analysis
Issues in using social media in food & beverages
  Summary
  Introduction
  Key activities in social media strategy
    Monitoring and shaping discussions of your brands in social media
    Ensuring your social media campaigns match brand values
    Aligning your social media campaigns with offline campaigns
    Sponsoring or creating online social games
    Engaging with consumers through mobile and location-based services
  Key food and drinks categories for social media
Case studies
  Summary
  Introduction
  A Bunch of Carrot Farmers
  Amoy’s Real Taste of Asia
  Domino’s Pizza Holdouts
  Lucozade’s Make Energy Flow
  Mountain Dew’s DEWmocracy
  Polo ‘Sucker or Cruncher’
  Oreo’s Guinness World Record attempt
  Pringles Oversharers
The future of social media in food and beverages
  Summary
  Introduction
  Demographic and platform evolution
    The need to attract seniors
    Ensuring that marketers track emerging platforms in developed markets
  Following social media trends in the developing world
    The impact of different cultures on gender balance in social media
    The developing world’s age-related trends will ultimately catch up with the West
  Consumer fatigue with social media
  Concerns about trusting brands in social media
  New platforms will be an important focus
  Interactive TV will converge with social media
Appendix
  Scope
  Methodology
    Secondary research
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