Scenario

Old Mutual is a FTSE 100 listed international long-term savings, investment and protection group with a market capitalisation of £7bn. The group operates in 34 countries and includes South African bank Nedbank and insurer Skandia amongst its portfolio of companies. The group has extensive operations in Southern Africa.Old Mutual plc does not actively use social media, however the Group appointed corporate social media monitoring specialist Social360 to monitor and evaluate online discussion around their brands. Social360 reports directly into the Old Mutual corporate communications team.

Strategy

Whilst Old Mutual plc does not engage with social media directly, the corporate communications team felt that it was essential for the business to understand what is being said on social media by various stakeholders – especially investors, partners, customers and analysts.

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Social360 takes a two-phase approach to social media monitoring. Its proprietary technology identifies relevant conversations on the social web which are then filtered and analysed by a team of editors with financial sector expertise. These editors then create concise reports for client consumption.Social 360 provides a weekly report containing top line discussion and details of relevant issues on the social web. These are followed by a report which reviews mentions in line with the company’s strategic objectives, for example Responsible Business (or CSR). In addition, editors report ad-hoc on anything of concern that is mentioned between reports. Social360 works closely with Old Mutual to highlight social media pick up and comment on topics which have been identified as important to the communications team at Old Mutual. This includes social media reaction to mainstream press, with a focus on Southern Africa related and originated content, as well as mentions affecting corporate

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reputation, consumer sentiment in relation to banking issues, identifying potential threats, investor discussion, takeover rumours, dissemination of and response to publicised CEO comment.

Results

Old Mutual is increasingly aware of the necessity of monitoring social media alongside the existing traditional media monitoring that the company has in place. As the relationship has developed, it has become more and more clear that various issues relating to the business have initiated online before migrating to mainstream press, proving to the corporate centre that having a ‘finger on the pulse’ of social media is increasingly important.

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Case Study – Old Mutual

corporate social media monitoring www.social360.co.uk