yomego media week presentation
TRANSCRIPT
8/8/2019 Yomego Media Week Presentation
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Kirsty Bell
Strategy and Insight manager
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Most people useFacebook at work.
But very few get paid to
do
it.
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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
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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
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Social media is a conversation
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82% of social mediastrategists at multinational
companies said they wouldbe investing in social mediamonitoring in 2011
Source: Altimeter
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Why do businesses use socialmedia?
Socialmedia
Sales
PR
Customer Services
Marketing
Customer
Research
TechSupport
*Or because they think it¶s cool
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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?
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...and for worse
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The essence ofstrategy is choosing
what not to do. Michael Porter
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Defining a social media strategyStrategy consists of four considerations:
Where? Platforms
What? Function
With?
Content
Why? Value
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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
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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?
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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
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Durex.com goes social
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Ora: a cross-territory social hub
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Durex ² The framework
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Coherent visual identities
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Diverse local-mark et campaigns
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Diverse local-mark et campaigns
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Locally relevant campaigns
Putacaponit.in
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Local Freedom: Durexcity
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´However beautiful thestrategy, you should
occasionally look at theresults.µ
Winston Churchill
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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
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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
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The Lighthouse
70 Mitchell Street,
Glasgow G1 3LX
w. www.yomego.com
t. +44 (0) 141 582 0600
f. +44 (0) 141 582 0699
Q&A?
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