Dolmio: Social Media Strategy

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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 contactdolmioteam@gmail.com or on Twitter at: @eBenoitVaysse / @Solene_Oudet

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  • 1. Social Media: Strategy andManagement
  • 2.  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.
  • 3. Team Members Benoît Vaysse Jonathan PlanelMichele Enrique Lombardo Solène Oudetcontactdolmioteam@gmail.com
  • 4. Agenda Introduction Business overview Internal and external Social Media Business objectives Customers group Recommendations
  • 5. 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
  • 6. 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 -
  • 7. 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
  • 8. 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
  • 9. External Social Media Facebook:  Have not updated to the new Timeline layout
  • 10. External Social Media Monitored only between September 2010 and November 2010
  • 11. 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
  • 12. 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
  • 13. External Social Media Video Tab  No video included Conclusion:  Facebook Page has been monitored only when the challenge was running.
  • 14. 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.
  • 15. External Social Media Wikipedia:  Succinct information  No description
  • 16. 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.
  • 17. Business Objectives Lag Objective:  Increase Sales  Customers Experience  Market Knowledge Lead Objective:  Brand Awareness  Improve Dolmio eReputation  Improve R&D  Enhanced Positive WoM
  • 18. Customer Group Targeting New and Existing Customers Family with kids High Income Heath concerned Cooking amateur Interested in online educational tools Living in UK
  • 19. 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
  • 20. 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
  • 21. Thank you very much for your attention. We hope you enjoyed it.If you have any questions, feel free to contact us. contactdolmioteam@gmail.com