酒精飲料公司之社群媒體策略 是由出版商Business Insights在2011年10月所出版的。
這份英文市場調查報告書包含Pages: 96 價格從美金2875起跳。
消費者平日上網時間(Facebook以外)於2010年3月至2011年3月底止減少9%，幾乎是連接Facebook之流量。因此酒精飲料公司網站之瀏覽數也減少，已不得不考慮開始活用社群網路。
本報告為，匯整目前社群媒體之現況，發展情形、如何與酒精飲料公司相關、活用社群媒體之酒精飲料行銷中，最大商機之地區、銷售目標層結構、行銷範圍分析等，並提供成功關鍵之案例研究，以下列摘要形式闡述。
第1章 實施概要
- 序
- 社群媒體情勢概要
- 社群媒體之用戶ー簡介
- 社群媒體及酒精飲料行銷
- 法規環境
- 案例研究
- 酒精飲料中社群媒體之未來
第2章 關於作者
第3章 序
第4章 社群媒體情況概要
- 概要
- 社群媒體之活絡
- 社群媒體成長之驅力及阻力
- 正面： 社群網路之成長
- 正面： 人口動態趨勢
- 正面： 新平台之機會
- 負面： 信賴及安全性疑慮
- 負面： 社群媒體乏味
- 負面： 與用戶興趣競爭市場
第5章 社群媒體之用戶ー簡介
- 概要
- 社群媒體之用戶數及購買力
- 行動寬頻用戶數
- 行動寬頻用戶數
- 社群網路用戶數
- 社群媒體及用戶之年齡層結構
- 社群網路、平台之分析
- 地區及用戶數
- 平台別人口結構內容
- Google+ 對其影響
第6章 社群媒體及酒精飲料行銷
- 概要
- 社群媒體對酒精飲料之重要性
- 酒精飲料及社群媒體為適合之夥伴
- 增加酒精之行銷重要性「線上」及「數位」
- 酒精飲料行銷中社群媒體取代網站
- 酒精飲料行銷想法之社群媒體結構
- 小企業具有活用社群媒體活用之策略
- 社群媒體及現實生活連結
- 社群媒體可實現有效客製化
- 非傳統客層越來越重要
- 行動裝置及定位資訊服務與酒精及社群媒體相互結合
- 酒精之社群媒體活用行銷有所風險
- 不當或缺乏透明度之媒體可能帶來反效果
- 具有不需期待新技術且打破道德之可能性
- 投資於社群媒體之報酬仍不一定
第7章 法規環境
- 概要
- 目前法規環境
- 線上內容之相關風險
- 全球化網路及國家別法規之對立
- 避免低年齡層而鎖訂目標層之方式
第8章 案例研究
- 概要
- BrewDog
- Budweiser
- Carlton Draught
- Heineken
第9章 酒精飲料中社群媒體之未來
- 概要
- 客戶層之發展
- 成為核心之酒精消費者層與社群網路越來越親密
- 年輕族群越來越重要
- 開發中國家之社群媒體及飲酒趨勢
- 新平台之使用情況
- 行動裝置為最重要之存取媒介
- 互動TV帶動媒體間整合
- 平台間競爭使目標層容易鎖定
- 行銷之法規及責任
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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