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

1. Social Media:
Strategy
and
Management

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 Planel
Michele Enrique Lombardo
Solène Oudet
contactdolmioteam@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 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

6. Benchmarking
Main Channel :
- 5,500 - 2,000 Tweets Knorr Core Page :
Subscribers 1,644 Followers
- - 72,000 Likes
- 2,8 Millions
Views
Main Channel :
- 0 Tweets Heinz Core Page :
- 250 subscribers 16 Followers
- - 1 Million Likes
- 460,000 Views
Saclà 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 via
Website 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