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<ul><li>Yomego is a specialist social media agency with experience of providing complete strategy and development solution...
<ul><li>We   provide strategic consultancy, creating bespoke strategies and teaching clients how to make social media work...
<ul><li>Social media is disruptive, and its impact is real </li></ul><ul><li>How is social media changing the ways brand e...
Defining brand equity  <ul><li>Interbrand’s long-established index </li></ul><ul><li>Calculated from 7 criteria: </li></ul...
2011: Born social? Eric Schmidt: In two years, smartphone sales will surpass PC sales   Forrester: Tablet sales will surpa...
Social media is hard to pin down
<ul><li>That “ROI” question </li></ul><ul><li>What is the value of a Facebook friend? </li></ul><ul><li>How does social ti...
<ul><li>Measure over time </li></ul><ul><li>Measure against meaningful KPIs </li></ul><ul><li>Benchmark against competitor...
Revisiting the Interbrand 100 Source: Top 50 brands in social media, forthcoming NMA supplement in conjunction with Yomego...
eBay #1? <ul><li>One of the longest established brand-led communities </li></ul><ul><li>The community is largely self-poli...
Technology brands get it Samsung, #9 – 3D projections, YouTube takeovers Dell, #12 – The great success story Automotive br...
Some luxury brands get it Gucci, #6
Some luxury brands don’t Moet & 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 apply Leadership Stability Market Support International Trend Protection … but social media ...
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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Yomego - social changing brand reputation

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Transcript of "Yomego - social changing brand reputation"

  1. 2. <ul><li>Yomego is a specialist social media agency with experience of providing complete strategy and development solutions to brands, including: </li></ul><ul><ul><li>MTV </li></ul></ul><ul><ul><li>Durex </li></ul></ul><ul><ul><li>eircom </li></ul></ul><ul><ul><li>Ladbrokes </li></ul></ul><ul><ul><li>Scholastic </li></ul></ul>Yomego: Who we are
  2. 3. <ul><li>We provide strategic consultancy, creating bespoke strategies and teaching clients how to make social media work for them </li></ul><ul><li>We design and build interactive communities around brands across all digital platforms, including our own community platform </li></ul><ul><li>We have sophisticated measurement techniques to accurately track and monitor company reputation across social media </li></ul>Yomego: What we do
  3. 4. <ul><li>Social media is disruptive, and its impact is real </li></ul><ul><li>How is social media changing the ways brand equity is measured? </li></ul><ul><li>Which sectors are leading the way? </li></ul><ul><li>Which sectors are lagging behind? </li></ul>Social media and brand equity
  4. 5. Defining brand equity <ul><li>Interbrand’s long-established index </li></ul><ul><li>Calculated from 7 criteria: </li></ul><ul><li>Leadership </li></ul><ul><li>Stability </li></ul><ul><li>Market </li></ul><ul><li>Support </li></ul><ul><li>International </li></ul><ul><li>Trend </li></ul><ul><li>Protection </li></ul><ul><li>No specific attention to online activity </li></ul>
  5. 6. 2011: Born social? Eric Schmidt: In two years, smartphone sales will surpass PC sales Forrester: Tablet sales will surpass laptop sales by 2015
  6. 7. Social media is hard to pin down
  7. 8. <ul><li>That “ROI” question </li></ul><ul><li>What is the value of a Facebook friend? </li></ul><ul><li>How does social tie in with wider marketing KPIs? </li></ul><ul><li>What proportion of results can be attributed? </li></ul><ul><li>The tools are there, stats aplenty, but what do they actually tell us? </li></ul>Social media is hard to measure
  8. 9. <ul><li>Measure over time </li></ul><ul><li>Measure against meaningful KPIs </li></ul><ul><li>Benchmark against competitors </li></ul><ul><li>Always challenge automated sentiment analysis </li></ul><ul><li>Know what matters to your brand </li></ul><ul><li>Our SMR scoring system has an algorithm which incorporates the reach and quality of references, and user satisfaction with the brand over time </li></ul>Making sense of monitoring
  9. 10. Revisiting the Interbrand 100 Source: Top 50 brands in social media, forthcoming NMA supplement in conjunction with Yomego & Alterian
  10. 11. eBay #1? <ul><li>One of the longest established brand-led communities </li></ul><ul><li>The community is largely self-policing </li></ul><ul><li>Innovative projects like Group Gifts (ties in FB, Paypal) </li></ul><ul><li>Full-time staff blogger is the social spokesperson </li></ul><ul><li>eBay Ink sellers promotes users who harness social media to drive business forward </li></ul>
  11. 12. 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
  12. 13. Some luxury brands get it Gucci, #6
  13. 14. Some luxury brands don’t Moet & Chandon, not listed
  14. 15. Social media must be consistent
  15. 16. Strong Brands Integrate Social And this time, it’s more than just uploading your advert to YouTube
  16. 17. Mistakes harm your brand
  17. 18. Global brands must face local challenges & remain relevant
  18. 19. The Interbrand criteria still apply Leadership Stability Market Support International Trend Protection … but social media is very much part of the equation
  19. 20. 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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