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Social Media Strategies for Food and Drinks Companies

  • Publication Date:March 2011
  • Publisher:Business Insights
  • Product Type: Report
  • Pages:106

Social Media Strategies for Food and Drinks Companies

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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