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April
2010
NEW
MEDIA
DOVE
–
SOCIAL
MEDIA
ACTIVITY
MARKETING
VIRGINIE
CLEMENT
LUISE
HOFFMANN
ROSALIA
PINA
HELENE
SUDRES
STEPHANIE
L.
WEBB
NEW
MEDIA
MARKETING
DOVE
Introduction
In
this
essay,
social-‐media
activities
of
Unilever’s
“Dove”
brand
(www.dove.com
-‐
US
site)
will
be
analyzed
in
the
context
of
recent
and
future
developments
in
new
media
marketing.
Dove’s
social-‐media
activities
are
clearly
targeted
to
women
only;
there
is
no
community
on
the
Dove
men
website.
What
seems
at
first
glance
as
an
incomplete
online
approach
can
also
be
seen
as
a
very
strategic
move.
Men
and
women
interact
differently
online.
According
to
a
study
conducted
by
the
University
of
Southern
California
(Associated
Press,
2010)
men
are
showing
signs
of
“networking
fatigue”,
whereas
women
are
more
prevalent
in
online
interaction.
That
is,
67
%
of
women
(only
38
%
of
men)
under
40
feel
as
strongly
about
their
online
communities
as
they
do
their
offline
communities
–
in
2007
the
numbers
were
reverse.
Men
value
different
aspects
online
than
women,
mainly
short
time,
straight
to
the
point
information,
and
a
high
level
of
individuality
“every
man
for
himself”
(brandingstrategyinsider,
2010).
“…
Women
are
finding
deeper
connections
to
Web
communities
because
many
of
them
go
there
for
social
reasons
rather
than
to
find
information
about
hobbies...”
(Associated
Press,
2010)
This
essay
will
therefore
focus
only
on
“Dove
women”.
The
General
Growing
Importance
of
Social
Media
Social
media
has
become
increasingly
important
(Nielsen,
2010:
Appendix
1)
in
people’s
lives.
This
trend
has
started
invading
organisations
as
well.
More
than
being
a
tool
for
people
to
keep
in
touch
and
build
a
network,
social
media
has
been
identified
by
organisations
as
being
an
opportunity
to
increase
their
interactivity
with
the
market;
it
can
constitute
a
source
of
knowledge
and
e-‐learning
from
the
companies’
points
of
view
(Van
Zyl,
2009;
Kane,
Robinson-‐Combre,
Berge,
2010).
This
movement
has
contributed
to
the
evolution
of
marketing.
According
to
Kotler
and
Doyle
(Phillimore,
2010:
Lecture
1,
Slides
17-‐18)
marketing
has
moved
from
a
“distribution,
sales,
brand
management,
individual
customer
relationship”
to
a
more
“conversational,
serendipity,
consumer
participation,
community
building.”
In
other
words,
the
marketing
scope
has
expanded
and
social
media
has
brought
additional
dimensions
to
the
marketing
activities
and
the
way
marketing
considers
consumers.
The
question
of
the
balance
of
power
between
brands
and
customers
in
the
brands’
creation
will
be
answered
later
on
in
this
paper.1
1
See
strategic
analysis
of
website.
1
NEW
MEDIA
MARKETING
DOVE
Looking
deeper
into
social
media,
people
spend
more
time
on
social
networking
websites:
“Across
the
globe
in
2008
activity
in
‘Member
Communities’
accounted
for
one
in
every
15
online
minutes
–
now
it
accounts
for
one
in
every
11.”
(Nielsen,
2009)
It
can
be
seen
throughout
the
different
Nielsen
reports
that
the
social
networks
vary
from
country
to
country
(Appendix
2).
However,
the
two
main
networks
remain
Facebook
and
Twitter.
Facebook
has
more
than
400
million
active
users
(Facebook,
2010)
while
Twitter
was
expecting
18
million
users
to
join
at
the
end
of
2009
(Mashable,
2009).
2
NEW
MEDIA
MARKETING
DOVE
had
begun
it
was
important
that
Dove
continued
to
be
part
of
the
debate
and
act
as
a
thought
leader
and
an
advocate
for
female
self-‐esteem.
This
meant
commentating
on
controversial
issues
such
as
fashion
designers
refusing
models
who
were
‘too
fat’
and
the
Madrid
Fashion
Week
banning
size
zero
models.
As
a
result,
UK
sales
not
only
rose
by
25%
from
2004-‐200
(Simms,
2007),
but
more
importantly
that
women
have
begun
connecting
with
the
Dove
brand
and
feel
as
a
participant
to
its
aim
of
making
consumers
feel
better
about
themselves.
Using
Edelman’s
Framework
(figure
below
–
Phillimore,
2010:
Lecture
1,
Slides
17-‐18)
it
is
possible
to
see
how
with
the
creation
of
this
campaign,
Unilever
has
gone
from
controlled
communication
using
basic
advertising
to
a
conversational
collaboration
between
the
brand
and
its
audience.
Online,
“The
employee
is
the
new
credible
source
for
information
about
a
company,
giving
insight
from
the
front
lines.
The
consumer
has
become
a
co-‐creator,
demanding
transparency
on
decisions
from
sourcing
to
new-‐product
positioning.”
(Phillimore,
2010:
Lecture
1,
Slides
17-‐18)
Participation Line
Conversational
Conversational Conversational
Communication Collaboration
Conversational
Line
Public relations
Controlled Controlled
Communication Collaboration
Controlled
Advertising
Communication Collaboration
2
The
website
mentioned
is
the
primary
Dove
brand
and
does
not
include
a
breakdown
analysis
of
their
French
and
Canadian
‘Go
Fresh’
websites
due
to
access
restrictions
and
their
non-‐globalized
process.
3
NEW
MEDIA
MARKETING
DOVE
4
NEW
MEDIA
MARKETING
DOVE
Figure
1:
Hoffman
&
Novak
(1996)
revised
conceptual
model
from
(Novak
&
al.
2000).
Analysis
and
comments
for
the
Dove
website
from
the
students
point
of
view
based
on
Doug
Schumacher,
president
and
creative
director,
Basement,
Inc.
in
imediaconnection
2008
and
Kofler,
in
Simmons,
2006.
Strategic
Analysis
of
External
Elements
Dove’s
Current
External
Social
Media
Tools
Dove
is
prominently
seen
and
featured
throughout
Twitter
and
Facebook
capitalizing
on
the
social
media
tools
to
connect
and
relate
to
their
consumers.
This
essay
focuses
on
Dove
for
Women.3
In
order
to
appropriately
analyze
how
Dove
uses
these
media
tools,
it
is
necessary
to
look
at
the
theoretical
process
behind
each
strategic
move.
According
to
Hoffman
and
Novak
(1996),
the
consumer-‐firm
relationship
has
evolved
from
a
traditional
mass
media
to
a
“new
‘interactive
media.’”
Essentially,
this
demonstrates
that
firms
are
no
longer
just
sharing
information,
but
instead,
are
engaging
and
interacting
with
their
consumers
through
connected
media
tools.
Using
Hoffman
and
Novak’s
theory,
Twitter
and
Facebook
will
be
assessed
accordingly.
Twitter
has
a
unique,
real-‐time
and
asynchronous
display.
When
visiting
the
Dove
Twitter
page,
it
is
obvious
when
a
new
‘tweet’
is
written,
as
it
just
appears
at
the
top
of
the
screen;
however,
for
every
visit
made
to
this
page,
previous
‘tweets’
are
visible
and
can
be
seen
as
3
Dove
recently
launched
a
prominent
campaign
for
their
men’s
product
line;
however,
this
target
demographic
does
not
fit
with
the
flow
and
theme
of
our
report.
See
introduction.
5
NEW
MEDIA
MARKETING
DOVE
far
back
in
the
beginning
as
the
conception
of
the
page.
The
way
this
tool
is
designed
presents
an
easy
flow
with
limited
customizable
features.
One
hindrance
to
this
customizing
action
is
displaying
a
distracting
background;
Dove’s
current
background
has
not
fallen
into
this
trap,
however,
they
provide
links
within
their
background
that
are
not
clickable
and
are
difficult
to
read.
The
true
links
posted
within
the
page
are
nearly
all
common
and
standard
for
any
Twitter
page
(following,
followers,
lists,
tweets,
favorites,
message,
block,
etc),
except
for
the
main
website
featured
on
the
company’s
profile
box.
Additionally,
the
format
of
the
page
is
standardized
and
follows
the
pattern
of
all
Twitter
pages.
Even
though
their
background
links
are
not
clickable,
it
is
good
to
see
that
Dove
has
considered
what
type
of
visitor
would
be
perusing
their
Twitter
page.
(Dove
on
Twitter,
2010)
It
is
difficult
to
expand
outside
the
realm
of
standard
within
twitter
in
that
multimedia
tools
cannot
be
applied,
however
through
the
process
of
‘tweeting’,
other
external
sources
(videos,
documents,
coupons/offers)
can
be
distributed.
Dove
itself
is
running
their
page
with
a
‘personal
touch’,
as
demonstrated
by
having
what
could
be
considered
‘few
followers’
and
having
only
entered
Twitter
this
year
(11
January
2010).
Dove
takes
a
very
proactive
approach
in
their
personal
connections
with
their
followers.
Once
someone
is
following
Dove,
it
is
not
but
10-‐15
minutes
later
that
Dove
returns
the
favor.
With
the
design
of
interaction,
Dove
is
able
to
use
a
goal-‐oriented
and
experiential
motivation
as
to
have
a
two-‐
way
conversation
with
their
consumers.
This
promotes
product
awareness
to
the
consumers,
but
also
allows
consumers
to
provide
feedback
on
their
products.
Then,
the
opportunity
is
once
again
switched
over
to
Dove
so
as
to
respond
and
determine
the
‘why’
of
the
provided
feedback.
(Dove
on
Twitter,
2010)
Similar
to
Twitter,
Facebook
also
displays
a
combination
of
real-‐time
and
asynchronous
information,
which
can
be
seen
on
the
Dove
‘wall’,
discussion
boards,
or
throughout
video
and
photo
comments.
Facebook
is
structured
through
a
variety
of
means
and
may
be
considered
too
cluttered.
However,
the
benefit
of
the
way
it
is
currently
organized
is
being
able
to
separate
content
and
information
into
various
sections
through
the
page
itself.
There
are
multiple
boxes
on
the
top
header
bar,
as
well
as
provided
Dove
website
links
on
the
left
sidebar.
In
addition,
there
are
all
of
the
standard
Facebook
links
within
the
page
(like,
suggest
to
friends,
etc).
An
added
benefit
to
Facebook
that
Twitter
lacks
is
the
use
of
multimedia
tools.
Facebook
provides
viewing
space
for
videos,
photos,
standard
messaging,
audio
podcasts,
and
webcasts.
(Dove
on
Facebook,
2010a/b)
Another
tool
that
Dove
utilizes
is
an
application
feature
in
which
consumers
may
add
a
‘Dove
badge’
on
their
personal
profiles
that
signifies
their
efforts
in
supporting
the
Self-‐Esteem
Fund.
While
all
of
this
information
can
be
easily
computed
by
machine,
and
probably
was,
Dove
once
again
displays
their
‘personal
touch’
by
directly
responding
to
any
questions
posted
on
their
main
wall
as
well
as
directing
certain
product
offers
to
targeted
consumers
in
Facebook
ads,
which
are
seen
on
personal
profiles.
(Dove
on
Facebook,
2010a/b)
6
NEW
MEDIA
MARKETING
DOVE
The
Dove
Facebook
page
follows
the
same
navigation
patterns
as
all
Facebook
pages;
however,
it
is
unique
to
see
the
wide
variety
of
information
available
through
external
links
through
advertisement
imagery.
It
is
not
overwhelming
and
is
organized
appropriately
by
topic
and
by
product.
Dove’s
interaction
with
the
consumers
is
once
again
through
a
two-‐
way
conversation
with
their
consumers
in
using
a
goal-‐oriented
and
experiential
motivation.
Consumers
are
being
connected
to
the
firm
through
an
exchange
of
information
(i.e.
consumer
providing
feedback
and
the
company
responds).
Additionally,
the
purpose
of
the
Facebook
page
is
to
share
information
with
their
consumer
about
new
products,
offers,
new
campaigns,
etc.
and
ultimately
help
direct
people
where
to
go
to
find
out
more
information.
(Dove
on
Twitter,
2010a/b)
Dove’s
Potential
External
Social
Media
Tools
The
Internet,
representing
a
power
shift
from
producer
to
consumer
(as
the
consumer
is
free
to
choose
what
content
is
wanted),
can
be
described
as
a
pull-‐mechanism.
With
the
addition
of
mobile
Internet,
especially
the
use
of
mobile
phone
applications,
the
power
shift
can
be
slightly
reversed.
Once
a
consumer
decides
to
download
a
brand’s
application,
more
push-‐
elements
can
be
attributed
to
the
marketing
efforts
of
the
chosen
brand.
“Beauty
and
skincare
brands
have
done
little
with
mobile
marketing”
was
stated
in
2008.
(nma.co.uk,
2008)
This
decision
may
have
been
due
to
the
mobile
networks
discouraging
action
in
charging
the
public
with
costs
it
doesn’t
fully
understand
(nma.co.uk,
2008).
However,
with
mobile
Internet
on
the
increase
(Ingram,
2010)
–
in
5
years,
the
mobile
Internet
will
have
taken
over
landline
access
–
this
issue
seems
resolved
resulting
in
possibilities
to
increase
exponentially.
Industry
expert
Mary
Meeker
explains
user’s
willingness
to
pay
for
mobile
content
with
its
easy
use,
small
amounts
of
charge,
and
level
of
personalization
among
other
factors.
Dove,
as
of
now,
does
not
use
the
mobile-‐online
tool.
This
can
be
seen
as
a
clear
lack
in
the
social
media
effort
of
the
brand,
diminishing
the
flow
(Hoffmann
&
Novak,
1996)
of
the
holistic
experience.
In
order
to
anticipate
future
needs
and
keep
the
consumer
experience
on
a
high
level,
Dove
could
add
a
smartphone
application
to
its
social
media
activities.
A
mobile
browser
friendly
site
would
need
to
be
created.
(Appendix
3
for
detailed
uses)
All
suggestions
are
made
in
order
to
keep
the
challenge
at
a
congruent
level
with
the
skills
of
the
users
(Hoffmann
&
Novak,
1996)
(A
mere
price-‐check
may
leave
the
customer
unsatisfied).
For
the
use
of
features
such
as
the
community
and
the
personalization
“my
products”,
an
experiential
motivation
is
assumed,
whereas
information,
price-‐check
and
availability
a
goal-‐oriented
motivation
is
assumed
(Hoffmann
&
Novak,
1996).
Dove
is
an
inactive
participant
in
the
YouTube-‐network.
Dove
advertising
can
be
found
when
entering
correct
key
words.
This
cannot
be
seen
as
a
strategic
approach.
After
the
start
of
7
NEW
MEDIA
MARKETING
DOVE
the
viral
marketing
campaign
for
real
beauty
and
its
success,
Dove
should
have
created
a
brand’s
own
YouTube
channel,
where
not
only
the
spots
could
have
been
shown,
but
through
which
a
consistent
image
of
the
effort
would
be
displayed.
Through
other
sites,
such
as
digg.com
or
del.icio.us,
the
ranking
and
distribution
of
the
spots
could
possibly
have
been
increased.
For
the
future,
the
creation
of
a
Dove-‐YouTube-‐Channel
is
highly
recommended.
The
efforts
of
the
recent
“go
fresh”
deodorant
campaign,
for
example,
would
be
clearly
linked
to
Dove
and
both
parties
would
benefit
from
the
increased
level
of
attention
each
party
creates.
4
“Building
communities
around
brands
can
be
a
daunting
challenge,
but
Dove
has
done
this
quite
well”
(imediaconnection,
2008).
However,
the
credibility
in
organizations
and
more
precisely
in
brands
can
be
diluted
very
fast
(Appendix
4).
“Commitment
and
trust
are
key
elements
for
any
relationship
as
they
are
needed
for
maintenance
of
the
relationship
encouraging
a
long-‐term
view
as
opposed
to
a
short
term
one…”
(Jahansoozi,
2006)
8
NEW
MEDIA
MARKETING
DOVE
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BLdjMcAD9ETLG080)
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2010]
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April
2010]
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H.
2008.
May
16.
Is
Dove’s
“Campaign
for
Real
Beauty”
Real?,
Future
now
market
better;
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real/
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2010]
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Evolution
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2010]
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