1. Case Study – Old Mutual
Scenario • Social360 takes a two-phase reputation, consumer sentiment
approach to social media in relation to banking issues,
• Old Mutual is a FTSE 100 listed monitoring. Its proprietary identifying potential threats,
international long-term savings, technology identifies relevant investor discussion, takeover
investment and protection group conversations on the social rumours, dissemination of and
with a market capitalisation of web which are then filtered and response to publicised CEO
£7bn. The group operates in 34 analysed by a team of editors comment.
countries and includes South with financial sector expertise.
African bank Nedbank and insurer These editors then create concise
Skandia amongst its portfolio Results
reports for client consumption.
of companies. The group has • Old Mutual is increasingly aware
• Social 360 provides a weekly
extensive operations in Southern of the necessity of monitoring
report containing top line
Africa. social media alongside the existing
discussion and details of relevant
• Old Mutual plc does not actively issues on the social web. These traditional media monitoring that
use social media, however the are followed by a report which the company has in place. As the
Group appointed corporate social reviews mentions in line with the relationship has developed, it has
media monitoring specialist company’s strategic objectives, for become more and more clear
Social360 to monitor and evaluate example Responsible Business (or that various issues relating to
online discussion around their CSR). In addition, editors report the business have initiated online
brands. Social360 reports directly ad-hoc on anything of concern before migrating to mainstream
into the Old Mutual corporate that is mentioned between press, proving to the corporate
communications team. reports. centre that having a ‘finger on
the pulse’ of social media is
• Social360 works closely with Old
Strategy increasingly important.
Mutual to highlight social media
pick up and comment on topics
• Whilst Old Mutual plc does not
which have been identified as
engage with social media directly,
important to the communications
the corporate communications
team at Old Mutual. This
team felt that it was essential for
includes social media reaction to
the business to understand what
mainstream press, with a focus
is being said on social media by
on Southern Africa related and
various stakeholders – especially
originated content, as well as
investors, partners, customers
mentions affecting corporate
and analysts.
corporate social media monitoring www.social360.co.uk