Leveraging Social Media in Food Marketing
When it comes to learning about food, nearly half of consumers use social networking sites, and 40% use Web sites, apps or blogs, according to a new study from The Hartman
Group and Publicis Consultants USA.
“Consumers used to rely on mom and family traditions for meal planning, but now search online for what to cook, without ever tasting or smelling,” said Hartman Group president and COO Laurie Demeritt.
In addition, nearly a third of Americans overall -- and 47% of Millennials -- use social networking sites while eating at home.
So how can food makers and retailers best leverage this social media power?
According to the researchers, they need to understand that consumers’ social media behavior falls along an engagement continuum, and create tailored communication strategies relevant to each type of three users:
* "Spectators” use social media as an extension of their network of friends, family and peers. They use social media for product reviews, recipes and good deals.
* “Dreamers” curate and push food-related content through social networks. They aspire to have larger followings and more influence than they currently do.
* “Doers” are the most engaged. They are the core of food and social media, creating content that inspires followers.
There are many possible brand opportunities for each type of consumer. “For example, a brand may entice Dreamers by incorporating their recipes on its site, or appeal to a Spectator by offering incentives in exchange for a video review,” pointed out Steve Bryant, president of Publicis Consultants.
The study, “Clicks & Cravings: The Impact of Social Technology on Food Culture,” was conducted in October and November 2011. Qualitative ethnographies were fielded in two major U.S. markets, and more than 1,600 U.S. adults participated in an online survey.
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "Leveraging Social Media in Food Marketing "
Leave a Comment