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Social Media Strategies for Food and Drinks Companies
Business Insights, March 2011, Pages: 106
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?
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