Dolmio: Social Media Strategy
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Dolmio: Social Media Strategy



Evaluation of the progress made by Dolmio in adopting Social Media. ...

Evaluation of the progress made by Dolmio in adopting Social Media.

This presentation was made by a group of 4 MSc International Management students from Strathclyde Business School (UK).

If you have any comment, please do contact us at or on Twitter at: @eBenoitVaysse / @Solene_Oudet



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Dolmio: Social Media Strategy Dolmio: Social Media Strategy Presentation Transcript

  • Social Media: Strategy andManagement
  •  Weare a group of 4 MSc International Management students from Strathclyde Business School (UK) involved in the "Social Media: Strategy and Management" Elective. Aspart of the assignment, we evaluated the progress made in adopting social media of Dolmio.
  • Team Members Benoît Vaysse Jonathan PlanelMichele Enrique Lombardo Solène
  • Agenda Introduction Business overview Internal and external Social Media Business objectives Customers group Recommendations
  • Market Analysis Countries Canned Preserved Pasta Pasta SaucesAustralia 46.3 182.9Denmark 0.2 11.6Ireland 5.3 26.0Mexico - 35.3New Zealand 12.5 19.6Norway - 27.4South Africa 1.1 12.3Sweden - 33.3Switzerland - 17.4United Kingdom 127.3 454.4 Countries 2011 Usage Australia 8.8 Denmark <5 Ireland <5 Mexico 23.7 New Zealand <5 Norway <5 South Africa - Sweden <5 Switzerland - United Kingdom 23.9
  • BenchmarkingMain Channel :- 5,500 - 2,000 Tweets Knorr Core Page : Subscribers 1,644 Followers - - 72,000 Likes- 2,8 Millions ViewsMain Channel : - 0 Tweets Heinz Core Page :- 250 subscribers 16 Followers - - 1 Million Likes- 460,000 ViewsSaclà UK : UK Account : Saclà Italy :- 5 Subscribers - 873 Tweets 1,300 Followers - 10,000 Likes- 5,000 Views -
  • Internal Social Media Core Website:  Limited FoD:  Contact Tab  Rating for the Recipes  Social Sharing: Facebook & Twitter  Social Bookmarking: Delicious, Digg, StumbleUpon  No Mash-up: Video embedded in the website but not from YouTube  No UGC
  • Internal Social Media Papa’s Big Tomato Challenge Website:  Embedded website to the core one  Websites designed for kids  Very interactives with games  Mash-Up with Google Map  UGC with uploading photo
  • External Social Media Facebook:  Have not updated to the new Timeline layout
  • External Social Media Monitored only between September 2010 and November 2010
  • External Social Media 13,000 Likes Between April and May 2012  Sharp decrease in the growth number of “Like”  Sharpdecrease in the growth number of people talking about the brand
  • External Social Media Tab Doitlikedolmio challenge:  Challenge to encourage people to record of video of themselve imitating one of the character of the family  Challenge took place between the Oct. 2010 and Nov. 2010
  • External Social Media Video Tab  No video included Conclusion:  Facebook Page has been monitored only when the challenge was running.
  • External Social Media Youtube:  Created in September 2010 for the Doitlikedolmio challenge  Monitored only till November 2010  10 Videos posted  164 Subscribers  276,000 Views Conclusion:  As Facebook, Youtube account has been run only for the challenge.
  • External Social Media Wikipedia:  Succinct information  No description
  • Monitoring Tools Social Mention  2:1 Positive to Negative sentiment  Positive: “Funny” Commercial, good quality product  Negative: Commercial qualified as racist. Topsy:  In comparison with its 2 main competitors, Dolmio is almost never mentioned.
  • Business Objectives Lag Objective:  Increase Sales  Customers Experience  Market Knowledge Lead Objective:  Brand Awareness  Improve Dolmio eReputation  Improve R&D  Enhanced Positive WoM
  • Customer Group Targeting New and Existing Customers Family with kids High Income Heath concerned Cooking amateur Interested in online educational tools Living in UK
  • Recommendations Enhanced the content of the page Not used to promote the company or their product Articles on healthy food. Recipes Educational UGC: Recipes + New Challenge Recent Commercial Cooking Classes
  • Recommendations  Update the content  UGC: Photos / Videos  Use to promote Blog updates  Promotion of Punctual Events  Generate FOD  Create online community via a forum (signing-up viaWebsite Facebook)  Nearest Store to find the product  Mobile Coupons  Recipes
  • Thank you very much for your attention. We hope you enjoyed it.If you have any questions, feel free to contact us.