Apps and social media strategies in healthy foods and beverages More information at: http://www.drinksector.com/toc.asp?

idReport=157 Theyre the fastest-moving, biggest bandwagon in global marketing and branding but are social media more than just the shiny new object in the room, as a senior exe cutive put it? With their low-cost compared with traditional advertising, and th eir promise of two-way conversations with consumers, social media are being hail ed as potential gamechangers, and already PepsiCos Americas Beverages division is employing only brand managers with digital skills: We tell the headhunters not t o bring us any traditional CPG people, said CEO Massimo dAmore. Facebook pages have overtaken many brands own web pages as their primary online i nterface with consumers, shifting influence over, and sometimes control of, the communications stream to Facebook from the marketers themselves. Food and beverage marketers know theyve got to get to grips with this new technol ogy, but they still have more questions than answers about how best to use socia l media and how to avoid the pitfalls (and there are pitfalls, as Nestl found out when environmental activists used social media against the company). This concise 47-page report: outlines seven practical ways to make social media work for you, based on real l ife examples provides practical insights and examples for any company, large or small, wantin g to understand and better-manage the risks and opportunities that social media and apps offer for marketing better-for-you foods and beverages explores the proliferation of apps for shopping, cooking and weight management And it shows how social media are being used by start-ups and established brands alike, in five case studies: Kelloggs Special K Wat-aah Reds All Natural Naked Pizza Popchips Contents Executive summary Part I: 1. Social media: just the shiny new object in the room or true game changer? 1.1 Changing the landscape? 1.2 Old fashioned techniques still needed to make new media work 1.3 Social media a perfect tool for start-ups 1.4 The importance of being authentic 1.5 When social media goes bad 2. How to make social media work for you 2.1 Set the right engagement level 2.2 Devote the right resources 2.3 Facilitate interaction 2.4 Fit with total strategy 2.5 Deal with the negatives 2.6 Exploit effective hooks 2.7 Take the long view 3. Social medias place in business-to-business communication 3.1 Rich content is the missing link 4. Apps help shoppers and dieters make healthier choices?

4.1 Growing appetite for apps 4.2 Brand extension by major CPGs 4.3 Trailblazing by better-for-you brands 4.4 Excursions by retailers 4.5 Incursions by third parties 4.6 Explosion of weight-management apps 4.7 How healthy are dieting apps? Part II: Case Studies Case study 1: Special K puts focus on emotional gain from weight loss Case study 2: Wat-aah creating an urban lifestyle brand with social media Social media biggest part of promotion Pricing and distribution Case study 3: Reds All Natural focuses on protein, fibre, fun and Facebook Innovative use of social media for marketing Case study 4: Naked Pizza reinventing pizza with probiotics and social media Truly healthy fast food the goal A social media company that just happens to sell pizza A-Twitter about pizza Case study 5: Popchips fewer calories, less oil, social media a recipe for growt h Cracking the taste challenge Marketing mix of conventional and new approaches Embracing social media More information at: http://www.drinksector.com/toc.asp?idReport=157