Best Practices in Developing and Executing Social Media Mobile Marketing Strategies - Food & Beverage Industry in the US

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Best Practices in Developing and Executing Social Media Mobile Marketing Strategies - Food & Beverage Industry in the US

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Convergence of mobile and social media is enabling food and beverage companies to capitalize on new opportunities to strengthen brand image and gain market share. This unique social-mobile combination is allowing marketers to understand consumer behavior and target them in a personalized manner. There is an increased focus on running integrated campaigns across platforms and advertising channels with social media and mobile becoming core elements. Social media mobile marketing is fundamentally reshaping operational structure along with strategic focus of food & beverage companies. This channel is creating impact beyond marketing, driving strategies related to product innovation, supply chain management, and operational efficiency to gain competitive advantage.
However, executing a strategy that combines different channels and segments is indeed challenging. To be successful food & beverage marketers need to invest in the right areas and execute marketing initiatives well. This report provides insights into social media mobile marketing best practices adopted by food & beverage industry in the US. It enables brands to benchmark their market position within the industry along with a broad comparison with other industries. Insights from this report are primarily based on survey results, which have been structured around a proprietary analytical framework. This framework derives best practices across five key pillars and 20 sub-pillars, covering in-depth analysis on more than 85 strategic issues in social media mobile marketing. The five key pillars include the following:

• Pillar 1: Strategic Imperatives
• Pillar 2: Budget Allocation Strategies
• Pillar 3: Operational Strategies
• Pillar 4: Targeting Strategies & Innovations
• Pillar 5: Benefits & ROI

The output of framework is driven by a combination of secondary and primary research, which includes senior management from across industries and external subject matter experts. Based on a scoring mechanism to identify best practices or strategies which are helping marketers to derive higher ROI, the survey result is split into three categories of market players – "Leaders", "Followers", and "Laggards".

Reasons to buy

This report answers the following key questions:

• How food & beverage (F&B) marketers can formulate holistic social media mobile marketing strategies?

• What are the key issues to focus on while defining strategic imperatives (organizational strategy, revenue goals, cost / operational goals, and brand building goals) for social media mobile marketing?

• Is the budget allocation towards a range of functions appropriate to result in higher returns?
– Channel Allocation – How much budget should be allocated to mobile and social media marketing?
– Functional Allocation – What should be the allocation towards various functional aspects such as staffing, technology, advertising, and consulting?
– Marketing Objectives – How much budget market "Leaders" are allocating for marketing objectives such as sales, brand building, product launch, and lead generation.
– Investment Avenues – What is the focus of marketers on emerging investment avenues, which are expected to change the market dynamics?

• 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 – What are best practices related to staffing?
– Outsourcing vs. In-House – How are F&B marketers building in-house capabilities to drive social media and mobile marketing?

• Is the campaign strategy effective to drive ROI and market share?
– Engagement Tactics – What are the engagement tactics used by market "Leaders"?
– Loyalty Programs – How F&B marketers are focusing on developing loyalty programs for social media and mobile marketing along with plans for integrating it with other channels?
– Format & Platform Strategy – How are advertising formats and platforms being used to target consumers?
– Content Creation – What are the strategies adopted to create content for social media mobile advertising?
– Strategic & Tactical Collaboration – Who are market "Leaders" partnering with to drive returns from social media mobile advertising?
– Analytics & Tools – What is driving investments in analytics and tools?
– Location Based Marketing – what is driving investment in location based marketing?

• How does the organization measure and generate returns / benefits?
– Measuring ROI – What are the mechanisms for measuring returns from social media mobile marketing?
– Impact Assessment – How has social media mobile initiative impacted the company? Does it have a value proposition beyond marketing?
– Benefits by Functions – What are the benefits derived by various divisions such as sales, logistics, human resource and product innovation?

Scope

Key modules of the report include the following:

• Best Practice Analysis Framework: This module (Chapter 2) explains the best practice framework used to evaluate social media mobile marketing effectiveness along with scoring methodology.

• Analysis and Opinion on Best Practices in Social Media Mobile Marketing: This module (Chapter 3) provides scorecard analysis and benchmarking industries across five pillars and 24 sub-pillars, which offers in-depth analysis on best practices in social media mobile marketing.

• Strategic Imperatives: This module (Chapter 4) establishes how clearly organizational imperatives have been defined to drive ROI. It provides insights into best practices in defining four key aspects of social media mobile marketing – policy, revenue imperatives, cost imperatives, and brand building imperatives.

• Budget Allocation Strategies: This module (Chapter 5) establishes effectiveness of marketing budget and investment avenues. It provides insights into best practices related to allocating budget, covering five key aspects of social media mobile marketing – channel allocation, functional allocation, marketing objectives, format & platform allocation, and investment avenues.

• Operational Strategies: This module (Chapter 6) establishes effectiveness of operational structure of the organization to drive social media marketing imperatives. It provides insights into best practices related to operations, covering the following key aspects of social media mobile marketing – management structure, role of business function, staff allocation and outsourcing marketing functions.

• Targeting and Innovation Strategies: This module (Chapter 7) establishes effectiveness of key strategies adopted to gain market share, covering a range of functions such as advertising format, platform, analytics, content creation, and collaboration.

• Benefits & ROI: This module (Chapter 8) evaluates mechanism for measuring and establishing ROI across business functions. It provides insights into best practices related to ROI, covering the following key aspects of social media mobile marketing – measuring ROI, impact analysis, benefits by business divisions / functions, and technology.
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
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 on 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 Strategic Imperatives
4.1. Policy Strength
4.2. Revenue Imperatives
4.3. Cost Imperatives
4.4. Brand Building Imperatives
5 Budget Allocation Strategies
5.1. Channel Allocation
5.2. Functional Allocation
5.3. Allocation by Objectives, Formats & Platforms
5.4. Analysis of Investment Avenues
6 Operational Strategies
6.1. Functional Collaboration
6.2. In-house Capability
6.3. Staff Allocation
7 Targeting and Campaign Strategy
7.1. Engagement Tactics
7.1.1. Targeting Niche Segments
7.1.2. Multiple Platform Campaign Strategy
7.1.3. Augmented Reality
7.1.4. Chat Messengers
7.2. Loyalty Programs
7.3. Format & Platform Strategy
7.3.1. Brand Building
7.3.2. Lead Generation and Promotion
7.3.3. Product Launch
7.4. Strategic & Technical Collaboration
7.5. Analytics and Tools
7.6. Location Based Marketing
8 Measuring Benefits and ROI
8.1. Measuring ROI
8.2. Impact Assessment
8.3. Benefits by Function

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: US Food & Beverage – 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: US Food & Beverage – 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: US Food & Beverage – 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: US Food & Beverage – 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: US Food & Beverage – 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: US Food & Beverage – Benefits & ROI Effectiveness Index, Q4 2012 - Q1 2014
Figure 24: Benefits & ROI Effectiveness Index Ranking Across Industry, Q1 2013 Vs. Q1 2014
Figure 25: US Food & Beverage Industry – Social Media Policy Strength Effectiveness Index, Q4 2012 - Q1 2014
Figure 26: Nestlé's Strategic Imperatives – Digital and Social Media Channels
Figure 27: US Food & Beverage – Social Media and Social Media Mobile Policy, Q1 2014
Figure 28: US Food & Beverage – Social Media Policy with Guidelines to Deal with Negative Posts, Q1 2014
Figure 29: US Food & Beverage – Status of Social Media Based Initiatives on CEO's Agenda, Q1 2014
Figure 30: US Food & Beverage – Social Media Mobile Marketing Critical Success Factors, Q1 2014
Figure 31: US Food & Beverage – Revenue Imperatives Effectiveness Index, Q4 2012 - Q1 2014
Figure 32: US Food & Beverage – Social Media Mobile Marketing Revenue Imperatives, 2014-2018
Figure 33: US Food & Beverage – Cost Imperatives Index, Q4 2012 - Q1 2014
Figure 34: US Food & Beverage – Social Media Mobile Marketing Cost Imperatives, 2014-2018
Figure 35: US Food & Beverage – Brand Building Imperatives Effectiveness Index, Q4 2012 - Q1 2014
Figure 36: US Food & Beverage – Social Media Mobile Marketing Brand Building Imperatives, 2014-2018
Figure 37: US Food & Beverage – Channel Allocation Effectiveness Index, Q4 2012 - Q1 2014
Figure 38: US Food & Beverage – Digital Marketing and Social Media Marketing Budget Allocation Analysis, 2014
Figure 39: US Food & Beverage – Social Media Mobile Marketing as % of Social Media Marketing, 2014
Figure 40: US Food & Beverage – Social Media Mobile Marketing Budget Growth Rate, 2014 – 2018
Figure 41: US Food & Beverage – Functional Allocation Effectiveness Index, Q4 2012 - Q1 2014
Figure 42: US Food & Beverage – Social Media Mobile Marketing Budget Allocation by Functional Areas, 2014-2018
Figure 43: US Food & Beverage – Objective, Formats & Platforms Effectiveness Index, Q4 2012 - Q1 2014
Figure 44: US Food & Beverage – Social Media Mobile Marketing Budget Allocation by Marketing Objective, 2014 – 2018
Figure 45: US Food & Beverage – Social Media Mobile Advertising Budget Allocation by Format, 2014 – 2018
Figure 46: US Food & Beverage – Social Media Mobile Marketing Budget Allocation by Platform, 2014 – 2018
Figure 47: US Food & Beverage – Investment Avenues Effectiveness Index, Q4 2012 - Q1 2014
Figure 48: US Food & Beverage – Social Media Mobile Marketing Tactics & Key Investment Avenues
Figure 49: US Food & Beverage – Strategic Imperatives Driving Investment in Mobile Site in 2014
Figure 50: US Food & Beverage – Functional Collaboration Effectiveness Index, Q4 2012 - Q1 2014
Figure 51: US Food & Beverage – Social Media Marketing Functional Structure, Q1 2014
Figure 52: US Food & Beverage – Social Media Marketing Functional Coordination, Q1 2014
Figure 53: US Food & Beverage – Social Media Mobile Marketing Operational Structure, Q1 2014
Figure 54: US Food & Beverage – Social Media Mobile Marketing Functional Structure and Coordination, Q1 2014
Figure 55: US Food & Beverage – Social Media Mobile Marketing Initiatives Business Unit Participation, Q1 2014
Figure 56: US Food & Beverage – In-house Capability Effectiveness Index, Q4 2012 - Q1 2014
Figure 57: US Food & Beverage – Activities Planned to be Outsourced to Drive Social Media Mobile Marketing Initiatives in 2014
Figure 58: US Food & Beverage – Staff Allocation Effectiveness Index, Q4 2012 - Q1 2014
Figure 59: US Food & Beverage – Staff Allocation Towards Social Media and Mobile Marketing, Q1 2014
Figure 60: US Food & Beverage – Staff Allocation towards Social Media Mobile Marketing as % of Total Social Media, Q1 2014
Figure 61: US Food & Beverage – Staffing Growth Rate Total Social Media, Q1 2014
Figure 62: US Food & Beverage – Social Media Mobile Marketing Staff Growth Rate, 2014
Figure 63: US Food & Beverage – Engagement Tactics Effectiveness Index, Q4 2012 - Q1 2014
Figure 64: US Food & Beverage – Key Focus Areas in Social Media Mobile Marketing to Drive Consumer Engagement
Figure 65: US Food & Beverage – Social Media Mobile Marketing Targeting Strategy, Niche vs. Mass Market
Figure 66: Cocoa Pebbles and Fruity Pebbles – Campaign View
Figure 67: US Food & Beverage – Key Events for Launching Social Media Mobile Advertising, Q1 2014
Figure 68: Bud Light Platinum, Justin Timberlake Launch Mobile Social Scavenger Hunt – Campaign View
Figure 69: Coors Light Launches Campaign for Brand Awareness and Sales – Campaign View
Figure 70: Coca Cola Launches 360 Degree Multichannel Campaign for NCAA Championships – Campaign View
Figure 71: Budweiser Taps Mobile, Social Market to Keep Fans Updated on Music – Campaign View
Figure 72: US Food & Beverage – Single Platform vs. Multi-Platform, Preferred Strategy in 2014
Figure 73: Lay's : "Do us a Flavor" – Campaign View
Figure 74: US Food & Beverage – Strategic Imperatives Driving Investment in Augmented Reality Based Campaigns through Social Media and Mobile?
Figure 75: US Food & Beverage – Relationship between ROI and Integrating AR with Social Media Analytics
Figure 76: US Food & Beverage – Timeframe for Integrating AR with Social Media Analytics
Figure 77: US Food & Beverage – Challenges in Integrating AR with Social Media
Figure 78: US Food & Beverage – Planned Budget Allocation towards Chat Messengers in 2014?
Figure 79: US Food & Beverage – Key Drivers for Allocating Advertising Budget towards Chat Messengers?
Figure 80: US Food & Beverage – Preferred Chat Messenger Platform Attributes for Launching Ad Campaigns
Figure 81: General Mills' Wheaties: Augmented Reality for Interactive Packaging – Campaign View
Figure 82: Bolthouse Farms' Juice Recognition Campaign on Instagram
Figure 83: US Food & Beverage – Loyalty Programs Effectiveness Index, Q4 2012 - Q1 2014
Figure 84: US Food & Beverage – Degree of Integration of Social Media Mobile Marketing Loyalty Program with Other Channels
Figure 85: US Food & Beverage – Plan to Launch an Integrated Loyalty Program Across Channels
Figure 86: US Food & Beverage – Key Barriers in Integrating Social Media Mobile Based Loyalty Program
Figure 87: US Food & Beverage – Format & Platform Effectiveness Index, Q4 2012 - Q1 2014
Figure 88: US Food & Beverage – Preferred Format for Launching Brand Awareness Related Campaigns on Social Media Mobile Marketing
Figure 89: US Food & Beverage – Preferred Platform for Launching Brand Awareness Related Campaigns on Social Media Mobile Marketing
Figure 90: Perrier : Secret Place – Campaign View
Figure 91: Snapple : Mobilizes Real Facts Campaign via Branded Game – Campaign View
Figure 92: US Food & Beverage – Preferred Format for Launching Lead Generation and Promotional Related Campaigns on Social Media Mobile Marketing
Figure 93: US Food & Beverage – Preferred Platform for Launching Lead Generation and Promotional Related Campaigns on Social Media Mobile Marketing
Figure 94: Smart Puffs: Promoting Monster University – Campaign View
Figure 95: US Food & Beverage – Preferred Platform for Promoting Product Launch Related Campaigns on Social Media Mobile Marketing
Figure 96: US Food & Beverage – Preferred Format for Promoting Product Launch Related Campaigns on Social Media Mobile Marketing
Figure 97: The Coffee Bean and Tea Leaf Engages with Customers at Micro-Local Level – Campaign View
Figure 98: Lipton Widens Social Media Horizon with the Launch of New Social App – Campaign View
Figure 99: Frito Lay's : Mix-Ups Cheetos – Campaign View
Figure 100: Mountain Dew leverages on Instagram to Promote Kickstart Beverage – Campaign View
Figure 101: US Food & Beverage – Strategic & Technical Collaboration Effectiveness Index, Q4 2012 - Q1 2014
Figure 102: US Food & Beverage – Open to Collaborate on Social Media and Mobile Marketing Initiatives, Q1 2014
Figure 103: US Food & Beverage – Preferred Partners to Drive Social Media Mobile Marketing in 2014
Figure 104: Kernel Season : Movie Trivia Game – Campaign View
Figure 105: Zatarain's, Popeyes Launch Campaign on Twitter to Increase Fan Base – Campaign View
Figure 106: US Food & Beverage – Analytics & Tools Effectiveness Index, Q4 2012 - Q1 2014
Figure 107: US Food & Beverage – Strategic Imperatives Driving Investment in Analytics and Tools for Social Media Mobile Marketing
Figure 108: US Food & Beverage – Location Based Marketing Effectiveness Index, Q4 2012 - Q1 2014
Figure 109: US Food & Beverage – Key Focus Areas in LBM to Drive Consumer Engagement
Figure 110: US Food & Beverage – Strategic Imperatives Driving Investment in LBM
Figure 111: US Food & Beverage – Preferred Platform for Launching LBM Based Campaigns
Figure 112: Coors Light– Segments NASCAR Fans through App Sponsorship – Campaign View
Figure 113: US Food & Beverage – Measuring ROI Effectiveness Index, Q4 2012 - Q1 2014
Figure 114: ROBBI Framework
Figure 115: US Food & Beverage – Focus on Measuring Benefits from Social Media Marketing Initiatives
Figure 116: US Food & Beverage – ROI Generated on Social Media Mobile Marketing and Social Media Marketing Investments, Q1 2014
Figure 117: US Food & Beverage – Parameters Used to Measure ROI for Social Media Mobile Marketing
Figure 118: US Food & Beverage – Impact Assessment Effectiveness Index, Q4 2012 - Q1 2014
Figure 119: US Food & Beverage – Assessing Impact of Social Media Mobile Marketing
Figure 120: US Food & Beverage – Strategic Benefits & ROI Derived from Social Media Mobile Marketing, Q1 2014
Figure 121: US Food & Beverage – Benefits by Function Effectiveness Index, Q4 2012 - Q1 2014
Figure 122: US Food & Beverage – Functional Division Engagement in Tracking Social Media Mobile Marketing Activities
Figure 123: US Food & Beverage – Benefits Derived by Marketing Division from Social Media Mobile Marketing Initiatives
Figure 124: US Food & Beverage – Benefits Derived by R&D or Product Development Division from Social Media Mobile Marketing Initiatives
Figure 125: US Food & Beverage – Benefits Derived by Sales Division from Social Media Mobile Marketing Initiatives
Figure 126: US Food & Beverage – Customer Service Uses and Benefits from Mobile Marketing


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Best Practices in Developing and Executing Social Media Mobile Marketing Strategies - Food & Beverage Industry in the US

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