THE INFLUENCE OF THE PERFORMANCE MANAGEMENT SYSTEMS ON SOCIAL MEDIA
MARKETING
The case study Gruppo Mondadori
Relatrice: Chiar.ma Dot.ssa Chiara Demartini
Correlatore: Chiar.mo Prof. Fabio Muzzio
Tesi di Laurea di:
Roberta Persico
ANNO ACCADEMICO 2013/2014
Purpose
The ability of social media marketing to affect
the company performance management system.
Italy: Social Indicator
Use of social media by Companies
Companies composed of a least
250 employees that use social
media
Companies composed of a least
10 employees that use social
media
%of companies
tha use social
media
45,2%
24,7%
Company with Company with
at least 250
at least
employees
10 employees
Istat survey
Social Media Marketing (SMM)
A different way of marketing that
networking websites as a sponsorship tool.
utilizes
social
What are SMM’s benefits?
• To improve revenges and sales
• To improve the customer care
• To improve company's reputation
• Identification employees, recruitment of
workers and employee monitoring
• To facilitate the communication within
the company
• To allow the competition in the market
reference
Social Network
FACEBOOK
•
•
•
•
Ideal for activities business to consumer
It's useful to relate with the community
It makes easy to check the page's visualizations and performances
It's possible to add advertising on it
TWITTER
•
•
•
•
It is an efficient tool marketing
It is useful to create a relationship with the community
Allows to monitor the results of social media marketing strategy
Is an ideal tool for event sponsorship
Social Network
GOOGLE PLUS
• Greater distribution of the contents
• Integration with other social media
• Identification of the target audience
INSTAGRAM
• Perfect integration with other social media
• Attracts to itself active users
• Use of photo competitions
Performance Management
System
The performance management system is constituted by a set of tools.
The aim is to improve the company’s efficiency.
The diamond structure of the
performance management system
The performance management system of
Mondadori group
“The company’s mission has always been to encourage
the dissemination of culture and ideas, through
products, activities and services aimed at satisfying
the needs and tastes of the broadest possible range of
people”
The performance management system of
Mondadori group
Values:
• Costumer-driven approach
• Trasparency
The performance management system of
Mondadori group
The formulation of Mondadori’s strategy:
• Digital Innovation area: digital must become the true asset growth for the group
• The development opportunities offered by the technological transformation of
the publishing industry
•To move towards an integration of the paper page and digital
•Mondadori the aim to increase its presence in video web distribution
• Stakeholder engagement with Social Media
The performance management system of
Mondadori group
Mondadori’s strategy implementation
•Integration of the paper page and digital: DonnaModerna.it, Tustyle.it e Grazia.it
•Technological transformation of the publishing industry: Anobii
•To strengthen the Mondadori’s presence in the video web distribution:
DonnaModerna.tv and Panoramaauto.tv
• Stakeholder engagement: Scrivo.me, Linkedin and Twitter
The performance management system of
Mondadori group
Performance Measurament
No Financial Results:
•
Clients engagement
•
Number of likes in Facebook
•
Number of followers in Twitter
Financial Results:
• Digital revenues
• Web revenues
• revenues websites
The performance management system of
Mondadori group
The evaluation and employee incentive
employees engagement with intranet platoform
The performance management system of
Mondadori group
• Strategy esecution
Mondadori uses social networks to improve
quality’s services
The performance management system of
Mondadori group
Strategy esecution
Facebook
Goals
Customer participation
Not achieved
Contents
Not achieved
Use of the poll
Not achieved
Attention to the customer
Twitter
Contents
Use to sponsor events
Achieved
Goals
Not achieved
Achieved
The performance management system of
Mondadori group
Strategy esecution
YouTube
Customer engagement
Contents
Goals
Not achieved
Achieved
Instagram
Goals
Client engagement
Achieved
Interection between brand and
readers
Achieved
Use of photo contests
Achieved
CONCLUSION
The analysis shows that the social medias influence deeply the
organizational structure and its performance:
• The Social affects the revenues of Mondadori
• The social impacts on the reputation of the company
• The Social networks contributed to the diffusion of company values
• The Social improve the quality of products and services
Limit of analysis:
• It has not been possible to demonstrate how the social network hav
e contributed to the achievement of these revenues