Yomego Media Week Presentation

8/8/2019 Yomego Media Week Presentation

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Kirsty Bell

Strategy and Insight manager



Most people useFacebook at work.

But very few get paid to

do

it.



Yomego is a specialist social mediaagency with experience of providingcomplete strategy and developmentsolutions to brands, including:

MTV

Durex

eircom

Ladbrokes

Scholastic

We have offices In Glasgow andLondon

Yomego: Who we are



We provide strategic consultancy,creating bespoke strategies andteaching clients how to make socialmedia work for them

We design and build interactivecommunities around brands across alldigital platforms, including our owncommunity platform

We have sophisticated measurementtechniques to accurately track andmonitor company reputation acrosssocial media

Yomego: What we do



Social media is a conversation



82% of social mediastrategists at multinational

companies said they wouldbe investing in social mediamonitoring in 2011

Source: Altimeter



Why do businesses use socialmedia?

Socialmedia

Sales

PR

Customer Services

Marketing

Customer

Research

TechSupport

*Or because they think it¶s cool



Social media for better...

Scott Monty is arguably the bestcommunity manager out there

Maintains blogs, Twitter and is active in

forums on Ford·s behalf

Dealing with over-zealous lawyers· cease

and desist orders is a particular speciality

of his

Ford has led several massively successfulcampaigns including AJ the Fiesta and

the Ford Fiesta Movement ² after all,

who wouldn·t write about a car if they

got it for free?



...and for worse



The essence ofstrategy is choosing

what not to do. Michael Porter



Defining a social media strategyStrategy consists of four considerations:

Where? Platforms

What? Function

With?

Content

Why? Value



Will LinkedIn be your sales channel? Twitter for

customer support?

Platforms can have more than one function,

but think carefully: more functions = more

resource and more user confusion

Work out how you can measure if the platform

is successful at this function before it is launched

What content work s on my chosen platform(s)?

Go to YouTube: look at the top rated videos bycompetitors or campaigns

Put yourself in your customers· shoes, and ask

yourself: what·s in it for me?

If you are not adding value to your audience,ou are wastin our time.

Think it through



Durex ² The back ground We have been working with Durex for around 9 months, mainly at a group-level

Our objective was twofold: to develop their group strategy, and define how this

should translate into local market strategy across territories which vary greatly in

terms of culture, geography, products etc.

Secondly, to translate strategy and guidelines into action at a campaign level

What does this look like in practice?



What happens behind the scenes?Social repository, including:

² Vision - guide to overall objectives for social media

² Policy guides ² for employees, moderation of forums, network

pages

² Best practice guides ² how to embrace different social channels ² dos and don·ts

² Case studies ² who is doing a good job, internally, (UK and US)

and externally, and what can we learn?

² Monitoring / KPIs ² how are we doing against pre-set targets,access to real-time monitoring tools and monthly insight reports

² Escalation procedure ² if there·s a crisis, what do we do? ² Contacts ² who are the key people, and how are they reached?

² Account Names / Passwords ² for all social presences

² SOPs and FAQs: To enable quick startup / troubleshooting



Durex.com goes social



Ora: a cross-territory social hub



Durex ² The framework



Coherent visual identities



Diverse local-mark et campaigns



Locally relevant campaigns

Putacaponit.in



Local Freedom: Durexcity



´However beautiful thestrategy, you should

occasionally look at theresults.µ

Winston Churchill



Durex ² The KPIs (group level)

Social Dialogue

Social media reputation

Followers

Second order followers

Social Network - Fans / lik es

YouTube - Views / comments

Customer database size



To conclude«

Social media is a rapidly evolving sector, and is capturing anincreasing proportion of marketing budgets

Social media can deliver massive benefits to companies. If

misunderstood or ignored, it can also harm a company·sreputation

There is no one-size fits all approach ² social media strategymust be tailored to fit each brand

Sometimes the rules of offline marketing do not apply



The Lighthouse

70 Mitchell Street,

Glasgow G1 3LX

w. www.yomego.com

t. +44 (0) 141 582 0600

f. +44 (0) 141 582 0699

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Yomego Media Week Presentation

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