Upload
reputation-online
View
838
Download
0
Embed Size (px)
DESCRIPTION
Citation preview
• Yomego is a specialist social media agency with experience of providing complete strategy and development solutions to brands, including:
• MTV• Durex • eircom• Ladbrokes• Scholastic
Yomego: Who we are
• We provide strategic consultancy, creating bespoke strategies and teaching clients how to make social media work for them
• We design and build interactive communities around brands across all digital platforms, including our own community platform
• We have sophisticated measurement techniques to accurately track and monitor company reputation across social media
Yomego: What we do
• Social media is disruptive, and its impact is real
• How is social media changing the ways brand equity is measured?
• Which sectors are leading the way?
• Which sectors are lagging behind?
Social media and brand equity
Defining brand equity
• Interbrand’s long-established index
• Calculated from 7 criteria:• Leadership• Stability• Market• Support• International• Trend• Protection
• No specific attention to online activity
2011: Born social?Eric Schmidt: In two years, smartphone sales will surpass PC sales
Forrester: Tablet sales will surpass laptop sales by 2015
Social media is hard to pin down
• That “ROI” question• What is the value of a Facebook friend?• How does social tie in with wider marketing
KPIs?• What proportion of results can be
attributed?• The tools are there, stats aplenty, but what
do they actually tell us?
Social media is hard to measure
• Measure over time• Measure against meaningful KPIs• Benchmark against competitors• Always challenge automated sentiment
analysis• Know what matters to your brand• Our SMR scoring system has an
algorithm which incorporates the reach and quality of references, and user satisfaction with the brand over time
Making sense of monitoring
Revisiting the Interbrand 100
Source: Top 50 brands in social media, forthcoming NMA supplement in conjunction with Yomego & Alterian
eBay #1?
• One of the longest established brand-led communities• The community is largely self-policing• Innovative projects like Group Gifts (ties in FB, Paypal)• Full-time staff blogger is the social spokesperson• eBay Ink sellers promotes users who harness social media to drive business forward
Technology brands get it
Samsung, #9 – 3D projections, YouTube takeovers
Dell, #12 – The great success story
Automotive brands are getting it
Ford#7, Honda, Hyundai, Ferrari etc appear too
Some luxury brands get itGucci, #6
Some luxury brands don’tMoet & Chandon, not listed
Social media must be consistent
Strong Brands Integrate Social And this time, it’s more than just uploading your advert to YouTube
Mistakes harm your brand
Global brands must face local challenges & remain relevant
The Interbrand criteria still applyLeadershipStabilityMarketSupportInternationalTrendProtection
…but social media is very much part of the equation
The Lighthouse70 Mitchell Street,
Glasgow G1 3LX
w. www.yomego.com t. +44 (0) 141 582 0600 f. +44 (0) 141 582 0699
Q&A?