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Best Practices in Developing Operational Strategies for Driving Social Media Mobile Marketing Initiatives - Food & Beverage Industry in the US - Product Image

Best Practices in Developing Operational Strategies for Driving Social Media Mobile Marketing Initiatives - Food & Beverage Industry in the US

  • ID: 2883509
  • May 2014
  • Region: United States
  • 60 Pages
  • Socintel360

Companies in the “Leaders” category have been introducing organizational changes to enable an integrated structure across marketing channels. Though still in a nascent stage, social media and mobile marketing initiatives are shifting from being utilized on tactical and standalone basis to being used for more holistic, long term initiatives in conjunction with other channels. In addition, there is increased focus on developing a culture that is truly collaborative across business units. However, a majority of the companies in the food & beverage industry still have a separate social media function that monitors activities across BUs with no coordination across divisions.

This report answers the following key questions:

- How food & beverage marketers can formulate holistic social media mobile marketing strategies?
- Is the operational structure coordinated in a robust manner to drive cost advantages and operational efficiency?
- Management Structure – How have market “Leaders” defined their management structure and role of various business divisions to drive social media and mobile marketing initiatives?
- Staff Allocation READ MORE >

1 About this Report
1.1. About Socintel360
1.2. Summary
1.3. Scope
1.4. Key Questions Answered
1.5. Methodology
1.5.1. Overview
1.5.2. Desk Research
1.5.3. Industry (Trade) Surveys
1.5.4. Consumer Behavioral Analysis
1.5.5. Company Analysis
1.5.6. Forecasting
1.5.7. Quality Control & Data Validation
1.6. Survey Details
1.7. Definitions – WIP
1.8. Disclaimer
2 Best Practices Analysis Framework
2.1. Framework Overview
2.1.1. Master Pillar – Social Media Mobile Marketing Effectiveness Index
2.1.2. Pillar 1 – Strategic Imperatives
2.1.3. Pillar 2 – Budget Allocation Strategy
2.1.4. Pillar 3 – Operational Strategies
2.1.5. Pillar 4 – Targeting Strategy & Innovation
2.1.6. Pillar 5 – Benefits and ROI
2.2. Scoring Methodology
2.2.1. Company Scoring and Identifying “Leaders”, “Followers”, and “Laggards”
2.2.2. Industry Scoring
3 Analysis and Opinion on Best Practices in Social Media Mobile Marketing
3.1. Effectiveness Index
3.2. Pillar 1: Strategic Imperatives
3.3. Pillar 2: Budget Allocation Strategies
3.4. Pillar 3: Operational Strategies
3.5. Pillar 4: Targeting & Innovation Strategies
3.6. Pillar 5: Benefits & ROI
4 Operational Strategies
4.1. Functional Collaboration
4.2. In-house Capability
4.3. Staff Allocation

List of Figures:
Figure 1: Methodology Framework
Figure 2: Region of the Respondent’s Office (Sample size N = 1872)
Figure 3: Title of the Respondents (Sample size N = 1872)
Figure 4: Respondent’s Company Size Segmented by Employees, (Sample Size N = 1872)
Figure 5: Respondent’s Industry (Sample Size N = 1872)
Figure 6: Respondent’s F&B Industry Segmentation (Sample Size = 374)
Figure 7: Social Media Mobile Effectiveness Index – Framework
Figure 8: Social Media Mobile Marketing Effectiveness Index, Q4 2012 - Q1 2014
Figure 9: Social Media Mobile Marketing Effectiveness Index – Benchmarking Industries, Q1 2013 Vs. Q1 2014
Figure 10: Effectiveness Index Score vs. Budget Allocation Strategies Index Score, Q1 2014
Figure 11: Strategic Imperatives Effectiveness Index, Q4 2012 - Q1 2014
Figure 12: Strategic Imperatives Effectiveness Index Across Industries, Q1 2013 Vs. Q1 2014
Figure 13: Strategic Imperative Index Score vs. Benefits & ROI Index Score, Q1 2014
Figure 14: Budget Allocation Strategies Effectiveness Index, Q4 2012 - Q1 2014
Figure 15: Budget Allocation Strategies Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 16: Budget Allocation Strategies Effectiveness Index Score vs. Targeting Strategies and Innovations Effectiveness Index Score, Q1 2014
Figure 17: Operational Strategies Effectiveness Index, Q4 2012 - Q1 2014
Figure 18: Operational Strategies Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 19: Operational Strategies Effectiveness Index Score Vs. Benefits and ROI Effectiveness Index Score, Q1 2014
Figure 20: Targeting Strategies & Innovations Effectiveness Index, Q4 2012 - Q1 2014
Figure 21: Targeting Strategies & Innovations Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 22: Benefits and ROI Index Score vs. Targeting Strategies and Innovations Index Score, Q1 2014
Figure 23: Benefits & ROI Effectiveness Index, Q4 2012 - Q1 2014
Figure 24: Benefits & ROI Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 25: Functional Collaboration Effectiveness Index, Q4 2012 - Q1 2014
Figure 26: Social Media Marketing Functional Structure, Q1 2014
Figure 27: Social Media Marketing Functional Coordination, Q1 2014
Figure 28: Social Media Mobile Marketing – Operational Structure, Q1 2014
Figure 29: Social Media Mobile Marketing – Functional Structure and Coordination, Q1 2014
Figure 30: Social Media Mobile Marketing Initiatives – Business Unit Participation, Q1 2014
Figure 31: In-house Capability Effectiveness Index, Q4 2012 - Q1 2014
Figure 32: Activities Planned to be Outsourced to Drive Social Media Mobile Marketing Initiatives in 2014
Figure 33: Staff Allocation Effectiveness Index, Q4 2012 - Q1 2014
Figure 34: Staff Allocation Towards Social Media and Mobile Marketing, Q1 2014
Figure 35: Staff Allocation Towards Social Media Mobile Marketing as % of Total Social Media, Q1 2014
Figure 36: Staffing Growth Rate – Total Social Media, Q1 2014
Figure 37: Social Media Mobile Marketing Staff Growth Rate, 2014
Figure 38: Engagement Tactics Effectiveness Index, Q4 2012 - Q1 2014

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