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.

Team Members

Benoît Vaysse

Jonathan Planel

Michele Enrique Lombardo

Solène Oudet

contactdolmioteam@gmail.com

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.

contactdolmioteam@gmail.com