Effective Social Media Strategies in Food and Drinks

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1 Brochure More information from Effective Social Media Strategies in Food and Drinks Description: The report investigates the ways in which food and drinks companies can adopt social media strategies that generate tangible sales benefits. It considers the key developments in social media over the last year, the most relevant and practical ways in which the success of social media campaigns can be measured, and reviews strategies for maximizing social media returns. - Update on the most important recent developments in the social media landscape. - Breakdown of the issues affecting marketers platform strategy, both in developed markets and worldwide. - Analysis of the different ways in which return on investment can be measured for social media campaigns. - Detailed explanation of the ways in which Facebook can be used for desktop and mobile advertising, and how ROI can be measured for these channels. - Details of successful strategies that have been deployed in recent campaigns and how these have been shown to generate results. The proportion of companies active on social networks rose from 82% in 2010 to 90% in 2011, and this figure included all companies who had any kind of engagement with social media at all. Facebook presences grew marginally from 71% to 74%, while Twitter grew from 59% to 64%. Data from social media channels on conversations relevant to a brand can be aggregated and analyzed to determine consumer sentiments, and hence tweaks to the brand s social media presence as well as longerterm marketing and product development strategy. 69% of social referrals to media sites come from or instant messenger, while only 20% come from Facebook, highlighting the importance of "dark social," where typically understood metrics and advertising techniques do not apply, and compelling content is the only driver. - What is the benefit of social media to marketers who sell via retailers? - Is Facebook still the only game in town in the social media landscape? - How can I know whether my spending on social media is generating returns? - How will the shift to mobile affect my ability to market my brand on social networks? - Should I put my advertising budget into social media campaigns? Contents: John Band Disclaimer EXECUTIVE SUMMARY The changing social media landscape Measuring social media ROI for food and drinks brands Successful social media strategies for food and drinks companies Who is this report for and what is it about? Definitions of social media The changing social media landscape Evolution of social media platforms Marketers see Facebook's dominance and cautiously adopt new platforms Facebook remains ahead, and is growing share in new territories Mobile is fast becoming the default platform for social media Monetization is becoming more important, but share is still king Social network user trends Outside Russia and China, Facebook is the primary platform

2 The model and position for secondary networks is becoming clearer Demographic segmentation of social media users Measuring social media ROI for food and drinks brands Tracking "likes," comments, and interaction is essential Facebook engagement has become more complex but more rewarding Despite its reach among influencers, Twitter is a lower priority for promotion Tracking social media reactions is as important as spreading your message More complex targeting methods are becoming feasible CPC comparisons can help evaluate campaign success Social media data can be compared with existing campaign metrics Consumer tracking allows direct matching of purchases Mobile advertising is finally emerging Successful social media strategies for food and drinks companies Engaging users with content and dialog Attract users by providing genuine added value Ensure that all communication is fully interactive Social media can be used to create customized consumer/brand relationships Integrating social media with marketing strategy Social media should be viewed as part of the overall marketing palette Social campaigns have real-world regulatory and branding consequences Using social media can enhance relationships with partner brands Benefiting from the growth in mobile services Location-based marketing has potential, but returns are so far limited Facebook's Instagram allows greater interactivity with mobile users Monitoring and tracking emerging platforms Google+ has so far failed to entice brands, but has hidden advantages Pinterest has received a lot of publicity, but is not yet commercially significant Innovative new platform types target emerging consumers Invisible social networks can be as important as any platform Appendix Scope Methodology Secondary research Bibliography TABLES Table: Use of social media by the US's leading private companies, Table: US social network visitors and time spent per month, 2012 Table: Comparison of $100 spent on Promoted Posts versus Sponsored Story FIGURES Figure: Facebook is the only rich-world platform generating significant revenues Figure: Vkontakte's user interface is extremely similar to Facebook's Figure: Coca-Cola's brand Page is a good example of a Facebook marketing Page Figure: Twitter offers three main forms of advertising Figure: Facebook's mobile app inserts sponsored posts into user feeds Figure: Kellogg's invented Totes Amazeballs cereal in honor of a rock star's tweet Figure: ecreamery is an example of online food and beverage customization Figure: Dr Pepper's Evolution of Flavor ad drew online opposition Figure: Coca-Cola and Spotify have an established collaboration in European markets Figure: Starbucks is the leading food and beverage company on Instagram Figure: Whole Foods Market's Pinterest presence avoids appearing corporate Figure: Eskimi demonstrates how social content can be shown on a basic phone Ordering: Order Online - Order by Fax - using the form below

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