Brand: DOVE Analysis of Social Media

1. Team 1
Michela Caltran | Roushan Kumar | Roman Malyshev
Francis Martinez | Gregory Vanhaute | Ding Zhao
Social Media

2. 1. Platforms and Programs
2. Dove Communities
3. Social Media Goals
4. Unique Challenges
5. Social Media Integration: Sephora VS Dove
Agenda

3. Platforms and Programs
Social
Media
Link:
Likes/
Followers
Posts/
Tweets
https://www.facebook.com/DoveUS
https://www.facebook.com/DoveCanada
https://www.facebook.com/DoveSouthAfrica
… [Other Local Website] …
https://www.facebook.com/dovemencareus
23.474.170
…
…
…
1.320.118
https://twitter.com/Dove
https://twitter.com/dovemencare
133000
27200
17400
10600
https://www.youtube.com/user/doveunitedstates
https://www.youtube.com/user/DoveArgentina
https://www.youtube.com/user/dovemencareus
51335
4062
10474
51,338
4,062
10,474
http://instagram.com/dove
http://instagram.com/dovemencare
16,688
1,950
112
180
https://plus.google.com/+Dove/posts
https://plus.google.com/113621627657054325714/posts
745,973
39
2,486,144
8,666
http://www.pinterest.com/dove/
http://www.pinterest.com/dovemencare/
2055
32
854
34
http://realbeauty.dove.com/
https://vine.co/dove
https://vine.co/DoveMenCare
https://vine.co/u/1130162234132443136 [UK]
5.320
1.960
119
211,422
32,973
46,098
http://realbeautysketches.dove.us/
http://selfesteem.dove.us/

4. Dove Communities
Experts Customers
Fans Employees
 Through its social media, Dove is
addressing mainly Customers and
Fans.
 The Google+ platform
differentiates itself by also
interacting with Experts and
Employees. It is considered a more
professional network.

5. Dove Communities
Dove Facebook, Twitter, Instagram, Vine, YouTube, Google+ and Pinterest accounts target women, 18-
40 years old, middle and upper-middle class who are advanced web users and use social media daily
to share their thoughts and ideas.
Dove Men+Care profiles on the same platforms are intended for men, 18 years old and above, who
are concerned about their appearance and are interested in products like shaving cream/gel,
shampoos, and others. In this case, social media are mostly used to create Brand Awareness.
Dove Online Communities which support and focus on the Self Esteem campaign launched by the
company address a more comprehensive audience due to the discussed social issue. The target are
slightly older women, 25 years old and above: parents, teachers and mentors who needs the right tools
to help their girls overcome beauty-related anxieties.
Dove created multiple Social Media profiles in order to target different
segments and engage with a broader audience.

6. Social Media Goals
Customer
Engagement
Brand
Awareness
 Dove recognizes social media as a powerful
tool in promoting the brand and its product.
However, since the company doesn’t use an
e-commerce platform to sell items online,
the main goal in using these different
channels is essentially Customer
Engagement. Dove wants to participate to
the conversation and learn more about its
customers in order to anticipate and meet
their needs.
 Platforms like Facebook, Twitter, Youtube
and Online Communities are particularly
effective on this matter, since users can
directly share their thoughts and opinions
with the company.
 Other channels, i.e. Instagram, Pinterest,
Vine and Tumblr, offers less opportunities,
since their structure doesn’t allow a deep
interaction among users, but they could be
very useful in spreading Brand Awareness.

7. Unique Challenges
Dove’s main challenge is to find new opportunities to engage with its audience: for
instance, the company created the “Dove Real Beauty” program, a movement to help
women overcome beauty standards and encourage them to feel comfortable with their
bodies.
Some users may start to think that Dove
is targeting fat women. The solution
adopted is to create multiple and varied
campaigns, i.e. the #feelbeautifulfor
hashtag, the Silky hair Challenge, and
videos on how to do your hair.
An ongoing controversy that Dove has to
face in using the social media platforms is
the charge of hypocrisy in building its
brand reputation by promoting Real
Beauty campaigns while the company
makes a profit in selling beauty products.
Nonetheless, Dove has succeeded in
getting social media users’ attention in a
global scale.

8. Social Media Integration
Dove is very successful when it comes to integrating mobile, social, and video. Since
establishing itself as a brand Dove has been able to develop a large customer base that is
actively using online tools.
Both companies are actively using social
media platforms such as Instagram,
Facebook, and Twitter. However Dove is also
using Google+, which is more professional
opposed to other social networks. Through
Google+ Dove can consider different business
suggestions and interact with the business
world.
Sephora Beauty Talk and Dove Beauty Insider
programs. Both programs are determined to identify
loyal consumers. However, while Dove only provides
coupons, promotional activities, and some
entertainment, Sephora takes it to the next level.
They identify “super-users”, who get certain benefits,
like trying products before everyone else and
promotion in store events. VIP users also receive a
certain status that makes them feel special and
important.
Similarities Differences

9. Thank you!