Foreword

Just over a year ago we completed a diagnostic of our online activity. From this we put in place an action plan to create, an MLL digital ecosystem which comprises an Extranet for licensees and an improved presence on the Michelin Intranet. Even though our action plan is very ambitious we have already launched two milestones of this strategy and we are still working on a new consumer facing Internet site and retailer site (watch out in the next issue for more information!).

The first of these two milestones was the launch of Michelin Lifestyle’s Intranet presence on the Group Intranet site. This is a very important tool to communicate to the 110,000 Michelin employees to keep them up-to-date on MLL activities. And in the near future we want to give Michelin employees access to our products – wherever possible at a discounted rate – so we are currently gathering from our licensees the links to their preferred distributors.

Even though our action plan is very ambitious we have already launched two milestones of this strategy

The second milestone was the launch of the Extranet for licensees, which is now available for all MLL licensees to access. There are various functions which the Extranet is a perfect tool for:

• accessing the latest guidelines, imagery, logos, newsletters, etc….
• sharing best practices via the forum
• finding synergies on various subjects such as; packaging, communications, product design, etc….

As well as the two activities I mention above, social media is also a subject we are becoming more and more involved in. The first results of a ‘listening’ exercise have shown that MLL products / subjects are a big part of discussions involving Michelin which take place online. And because our strategic mission is to generate contacts with potential consumers for the Group, it is a very important subject for us. The technological world is going faster and faster and continues to gather pace, and social behaviour is changing more and more – this is why we decided to address this subject very professionally in our communications plan. The next MLL newsletter will give a full update on our social strategy and roll out plan.

Christian Delhaye
Managing Director
Michelin Lifestyle Limited