酒精饮料公司之社群媒体策略 是由出版商Business Insights在2011年10月所出版的。
这份英文市场调查报告书包含Pages: 96 价格从美金2875起跳。
消费者平日上网时间(Facebook以外)于2010年3月至2011年3月底止减少9%，几乎是连接Facebook之流量。因此酒精饮料公司网站之浏览数也减少，已不得不考虑开始活用社群网路。
本报告为，汇整目前社群媒体之现况，发展情形、如何与酒精饮料公司相关、活用社群媒体之酒精饮料行销中，最大商机之地区、销售目标层结构、行销范围分析等，并提供成功关键之案例研究，以下列摘要形式阐述。
第1章 实施概要
- 序
- 社群媒体情势概要
- 社群媒体之用户ー简介
- 社群媒体及酒精饮料行销
- 法规环境
- 案例研究
- 酒精饮料中社群媒体之未来
第2章 关于作者
第3章 序
第4章 社群媒体情况概要
- 概要
- 社群媒体之活络
- 社群媒体成长之驱力及阻力
- 正面： 社群网路之成长
- 正面： 人口动态趋势
- 正面： 新平台之机会
- 负面： 信赖及安全性疑虑
- 负面： 社群媒体乏味
- 负面： 与用户兴趣竞争市场
第5章 社群媒体之用户ー简介
- 概要
- 社群媒体之用户数及购买力
- 行动宽带用户数
- 行动宽带用户数
- 社群网路用户数
- 社群媒体及用户之年龄层结构
- 社群网路、平台之分析
- 地区及用户数
- 平台别人口结构内容
- Google+ 对其影响
第6章 社群媒体及酒精饮料行销
- 概要
- 社群媒体对酒精饮料之重要性
- 酒精饮料及社群媒体为适合之夥伴
- 增加酒精之行销重要性「线上」及「数位」
- 酒精饮料行销中社群媒体取代网站
- 酒精饮料行销想法之社群媒体结构
- 小企业具有活用社群媒体活用之策略
- 社群媒体及现实生活链接
- 社群媒体可实现有效客制化
- 非传统客层越来越重要
- 行动装置及定位信息服务与酒精及社群媒体相互结合
- 酒精之社群媒体活用行销有所风险
- 不当或缺乏透明度之媒体可能带来反效果
- 具有不需期待新技术且打破道德之可能性
- 投资于社群媒体之报酬仍不一定
第7章 法规环境
- 概要
- 目前法规环境
- 线上内容之相关风险
- 全球化网路及国家别法规之对立
- 避免低年龄层而锁订目标层之方式
第8章 案例研究
- 概要
- BrewDog
- Budweiser
- Carlton Draught
- Heineken
第9章 酒精饮料中社群媒体之未来
- 概要
- 客户层之发展
- 成为核心之酒精消费者层与社群网路越来越亲密
- 年轻族群越来越重要
- 开发中国家之社群媒体及饮酒趋势
- 新平台之使用情况
- 行动装置为最重要之存取媒介
- 互动TV带动媒体间集成
- 平台间竞争使目标层容易锁定
- 行销之法规及责任
Description
INTRODUCTION
The report profiles the current social media landscape, explaining how it has developed and what the main areas of interest to alcohol marketers are. It contains data covering the market size for various aspects of social media among people of legal drinking age, with data breakdowns for key regions. The report presents key case studies and uses industry interviews and qualitative research.
FEATURES AND BENEFITS
- Understand from an analytical perspective what social media actually is and how it relates to marketing alcoholic drinks.
- Identify the regions and demographic groups that represent the most important opportunities within social media marketing of alcoholic drinks.
- Use data on mobile network usage to quantify the opportunity available.
- Understand the impact of technological shifts in mobile and tablet platforms, interactive TV, and new social networks.
- Use case studies to establish best practice methods of securing consumer connection.
HIGHLIGHTS
Consumers' time spent browsing websites (excluding Facebook) on computers fell by nearly 9% between March 2010 and March 2011, with Facebook taking much of the traffic. This has impacted alcohol brands' websites and forced a switch in digital spend to social media.
As social media becomes increasingly mainstream, the dominance of network use by younger groups is declining. Already, the largest single age group on social networks is the 25-34 group, and more than half of social network users are over 35. By 2015, these trends will have intensified.
By 2016, smartphone sales will be more than double those of notebooks, so mobile apps and sites will become even more important in future years. At the same time, fast share growth in netbooks and tablet devices will also promote mobile usage.
YOUR KEY QUESTIONS ANSWERED
- How can I develop a social media strategy that will benefit my business?
- How can companies adopt successful social media strategies without generating regulatory or ethical concerns?
- How will innovation in mobile and interactive TV affect social media strategies?
- Which regions and age groups will be the most important growth areas in social media?
- Which social media networks are the most important to utilize?
Table of Contents
Executive Summary
- Introduction
- Overview of the social media landscape
- Social media user profile
- Social media and alcoholic drinks marketing
- Regulatory environment
- Case studies
- The future of social media in alcoholic drinks
John Band
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
- Number of social network users
- Age splits for social media users
- Social network platform analysis
- User numbers and geography
- Demographic breakdown by platform
- The launch and impact of Google+
Social media and alcoholic drinks marketing
- Summary
- Introduction
- Importance of social media in alcoholic drinks
- Alcoholic drinks and social media are natural companions
- Online and digital are an increasing priority for alcohol marketers
- Social media is superseding the web in alcohol marketing
- Alcohol marketers have not yet fully built on fans' engagement
- Structure of social media in alcohol marketing
- Smaller brands often have more effective social media engagement strategies
- Combining social media with real life experience is a growing trend
- Social media is an effective way of enabling customization
- Targeting non-traditional demographics is becoming increasingly important
- Mobile and location-based services fit well with alcohol and social media
- Risks associated with social media marketing of alcohol
- Lack of honesty and transparency can create a media backlash
- New technologies can lead to accidental breaches of ethical rules
- The ROI of social media efforts in alcoholic drinks has not yet been quantified
Regulatory environment
- Summary
- Introduction
- Current regulatory environment
US
EU
- New risks associated with online content
- Clash between global Internet and national regulators
- Targeting key groups without promoting to minors
Case studies
- Summary
- Introduction
- BrewDog
- Budweiser - Grab Some Buds
- Carlton Draught - Any Excuse
- Heineken - Star Player
- Rose Revolution
- Smirnoff - Tea Partay
The future of social media in alcoholic drinks
- Summary
- Introduction
- Demographic evolution
- Increasingly good fit between core alcohol consumers and social networking
- Growing importance of senior consumers
- Social media and drinking trends in the developing world
- Use of new platforms
- Mobile will become the primary access medium
- Interactive TV will drive further cross-media integration
- Competition between platforms will improve targeting opportunities
- Regulation and responsibility in marketing
- Pressure for regulatory changes
- Improved ability to tailor campaigns to appropriate groups
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