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Dolmio: Social Media Strategy
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Social Media: Strategy and Management
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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 [email protected] or on Twitter at: @eBenoitVaysse / @Solene_Oudet
Transcript of Dolmio: Social Media Strategy
Social Media: Strategy
and Management
We are a group of 4 MSc International Management students from Strathclyde Business School (UK) involved in the "Social Media: Strategy and Management" Elective.
As part of the assignment, we evaluated the progress made in adopting social media of Dolmio.
Agenda
Introduction
Business overview
Internal and external Social Media
Business objectives
Customers' group
Recommendations
Market Analysis
Countries Canned Preserved Pasta Pasta Sauces
Australia 46.3 182.9
Denmark 0.2 11.6
Ireland 5.3 26.0
Mexico - 35.3
New Zealand 12.5 19.6
Norway - 27.4
South Africa 1.1 12.3
Sweden - 33.3
Switzerland - 17.4
United 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
Benchmarking
Main Channel :
- 5,500 Subscribers
- 2,8 Millions Views
- 2,000 Tweets- 1,644
Followers
Knorr Core Page :
- 72,000 Likes
Main Channel :
- 250 subscribers
- 460,000 Views
- 0 Tweets- 16 Followers
Heinz Core Page :
- 1 Million Likes
Saclà UK :
- 5 Subscribers- 5,000 Views
UK Account :- 873 Tweets- 1,300
Followers
Saclà Italy :
- 10,000 Likes
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
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
Internal Social Media
External Social Media
Facebook:
Have not updated to the new Timeline layout
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”
Sharp decrease 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
External Social Media
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.
Monitoring Tools
Lag Objective:
Increase Sales
Customers Experience
Market Knowledge
Lead Objective:
Brand Awareness
Improve Dolmio eReputation
Improve R&D
Enhanced Positive WoM
Business Objectives
Targeting New and Existing Customers
Family with kids
High Income
Heath concerned
Cooking amateur
Interested in online educational tools
Living in UK
Customer Group
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
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 via Facebook)
Nearest Store to find the product
Mobile Coupons
Recipes
Website
Thank you very much for your attention.
We hope you enjoyed it.
If you have any questions, feel free to contact us.
