Jones Soda Enterprise Social Media Audit V4

Basic Social Market Case Study
Premium Beverage Distribution and Retailer Lead Generation
Public-Domain Information Only
1

Social Market Snapshot
Numerous bloggers enthusiastically discuss topics of interest to consumers like beverage innovations, packaging, product availability, and related lifestyle topics.
Hot chat topics:
Nutrition and health related issues
New flavors / product enhancements
Availability and locations
2

Premium Soft Drink Market
Social media has been a catalyst for cost effective customer outreach, strengthening consumer loyalty and creating product evangelists.
Jones Soda – a youth oriented, fun irreverent brand is a social media leader utilizing platforms for consumer engagement and activation:
Facebook - to create community and activate conversation among enthusiasts and target audience
Blogging and Twitter – for regular consumer touch point
Socially enabled branding activities – customized label program using consumer photos
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Distribution Opportunities
Distributor / Retailer Intersections
Forums hosting hundreds of ongoing conversations by practitioners looking for premium soda products.
Restaurant Franchises
Grocery Stores
Distributors
Convenience Stores
Conversation are taking place around such topics as:
Product availability
Identifying and locating distributors and retailers for all types of beverages
Partnership opportunities
Other business issues surrounding the Beverage industry
4

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Distribution Opportunities
Distributor / Retailer Intersections
Business-related sites; i.e. LinkedIn
100,000+ beverage, buyer and distributor professionals
450+ beverage and distributor groups
1000 + restaurant and franchise groups
Public and industry specific social media networks and blogs:showcasing hundreds of leaders and on-going industry conversations.

Distributors Participating Online
Some companies in the beverage industry have already embraced social media.
Monarch Beverage has socially enabled its online presence to create community with retailers and fans, connecting producers with users, fostering discussion and insight, and providing solutions .
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Retailers and consumers are also utilizing social media to find producers and providers.

Recommendations
We found numerous examples of consumers, retailers, distributors and manufacturers blogs and conversations taking place at this time, but the premium soda industry is still in the early stages of adoption. Still part of larger beverage market.
Jones Soda has an opportunity to lead the development of a targeted social media presence for the premium soda industry.
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Social media influencer marketing program targeted at the channel & retailers – Prioritize based upon credibility and reach
Online thought leadership center to coalescence the premium soda industry – Market leaders evangelize the market
Strengthen the value proposition and call to action for distributors and retailers – Focus on the “give to get”
Listening program targeted to the channel and retailers – Target conversations for engagement and/or respond to lead opportunities
Define tangible goals and integrate activities into existing channel marketing programs – Identify for areas to augment or replace for efficiency

Q&A
How does Jones Soda now take this information and integrate “Channel” marketing with its social media efforts?
How do you use social media to target specific “influencers” whether geographic, distributor, retailer, or blogger enthusiast?
Does this change the formula for channel building? Does it reinforce distributor relationships or dis-intermediate?
We are really talking about “grassroots” outreach to the channel and retailers, who owns in Jones Soda? Digital, PR, Channel? Or is it a new function?
What is the potential for building more effective channel marketing efforts? Is this going to be the next “big” growth area for communications?
If so, how will this change the way we look at social media and the definition of influencers?
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Jones Soda Enterprise Social Media Audit V4

by Matthew Rosenhaft on Mar 09, 2010

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