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

The ability of social media marketing to affect the company performance management system. Purpose

Italy: Social Indicator

Use of social media by Companies Istat survey 45,2% 24,7% 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 Company with at least 250 employees Company with at least 10 employees

A different way of marketing that utilizes social networking websites as a sponsorship tool. Social Media Marketing (SMM)

What are SMM’s benefits? To improve revenges and sales To improve the customer care Identification employees, recruitment of workers and employee monitoring To facilitate the communication within the company To allow the competition in the market reference To improve company's reputation

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 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 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 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 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 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 : Stakeholder engagement with Social Media The performance management system of Mondadori group 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

Mondadori’s strategy implementation The performance management system of Mondadori group Stakeholder engagement: Scrivo.me, Linkedin and Twitter 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

Performance Measurament The performance management system of Mondadori group Financial Results: Digital revenues Web revenues revenues websites No Financial Results: Clients engagement Number of likes in Facebook Number of followers in Twitter

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 FacebookGoals Customer participationNot achieved ContentsNot achieved Use of the pollNot achieved Attention to the customerAchieved TwitterGoals ContentsNot achieved Use to sponsor eventsAchieved The performance management system of Mondadori group

YouTubeGoals Customer engagementNot achieved ContentsAchieved InstagramGoals Client engagementAchieved Interection between brand and readers Achieved Use of photo contestsAchieved Strategy esecution The performance management system of Mondadori group

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 CONCLUSION Limit of analysis: It has not been possible to demonstrate how the social network hav e contributed to the achievement of these revenues