Clicks & Cravings: The Impact of Social Technology on Food Culture
Social media engages consumers in a constant conversation that makes them among the most social on record. However, they must do much of their socializing alone, in front of a computer or in the palm of their hand. This leaves consumers craving contact with real people, even if virtually. For consumers to take notice, companies must use social media to communicate in ways that are authentic and personable. The good news is that when used correctly, social media is an excellent tool for companies to build personal and lasting relationships with their customers.
This report is the result of an in-depth qualitative and quantitative exploration of social technology’s impact on food fielded October and November 2011 in the U.S. marketplace. In addition to providing insights into social media use, how information is acquired and shared online, the culture of food, brand relationships and lifestyles in the digital age, the report provides strategic recommendations on how companies can leverage social media to build meaningful and profitable relationships with consumers.
Table of contents
Quantifying Social Media Consumers
What the Numbers Tell
Food Culture in the Digital Age
Social Media Influences the Life of a Meal from Inception to Consumption
Real Food From Real People
Consumer Deep Dives: Doers, Dreamers and Spectators
New Players in Social Media: The Real Person as a Brand and The Opinions of Real People (Reviews & Stars)
Social Media as a Tool to Move From a Transactional to a Personal Relationship with Consumers
Case Studies of Small to Big Brands
Keeping it Real in Traditions, Transactions, Techniques and Table
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