Keeping up with consumers: challenges for the alcohol sector and social media marketing

The recently announced responsible marketing pact from the big alcohol producers was a welcome initiative, however, research commissioned by communications agency Seal shows that consumers and brand marketing teams are way ahead of compliance.

Some 79% of respondents to the survey of 1,000 Facebook users said they engage with alcohol brands across the social landscape. Although Facebook dominates Twitter, Google + and Pinterest were also used by the sample to engage with alcohol brands. The survey also showed:

• 90% of respondents access the internet daily from home
• 70% use mobile phones and social networks are part of daily life for this audience
• 68% of Facebook users visit the site daily and 48% of Twitter users log in daily.

Seal’s experience is that brands are entering into a number of social spaces with the best intentions but a lack of detailed guidance is leading to breaches of the relevant codes. Social media’s attraction to brands and it’s perceived low cost of entry has driven much of the activity but the potential risks need closer attention.

Age-gating of these channels, the simplest area of the code to comply with is far more problematic. Only Facebook offers comprehensive age and other filters to all brands. Yet gaining access to these controls on other networks such as YouTube and Twitter can be far more problematic.

Overcoming these issues is a key focus of a round table debate with leading brands and retailers to be held at Seal on Monday (23 July). Outcomes from the day will seek to address how brands can be responsible and social whilst complying with a strict interpretation for the regulatory codes.

Chair of the event, Gordon Johncox, sales and marketing director for Aston Manor Brewery said: “This research shows that consumers love the social space and increasingly want to engage with alcohol brands.

“It’s important that the industry fully digests the complexity of each of the channels to ensure full compliance with the necessary codes. I welcome the opportunity to discuss and share learnings from those working at the coalface of social media marketing.

“This initiative from Seal will bring some much needed clarity to an area that is more complex than many marketers appreciate.”

You can join in Monday’s debate via Twitter and post questions to the panel using #bingingonsocial. It runs from 11.30am to 3pm.