#SMWGla How Clean Is Your Rep


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'How Clean Is Your Rep?' took place on Monday 19th September during Social Media Week Glasgow.

The presentation introduced attendees to the importance of social media monitoring, along with showcasing some of the best (and worst!) practice examples, highlighting steps to avoid, or divert, a social media crisis. We also provided tips on how to use social media to revolutionise customer service.

The presentation is available for download and sharing. For more information, we can be reached on Twitter (@YomegoSocial) and our event hashtag was #SMWYomego

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#SMWGla How Clean Is Your Rep

  1. 2. 1 Yomego is a specialist social media agency. We live and breathe social. This expert focus means we are able to track the latest trends and technologies, apply our expert knowledge and deliver relevant insight and strategies to add value by building advocacy and driving sales.
  2. 3. 2 Yomego Services Yomego has 25 full time members of staff in offices in London and Glasgow. <ul><ul><li>How to embrace social media to build awareness, drive advocacy and, ultimately, contribute to incremental sales. </li></ul></ul>Strategic Consultancy Design, develop, deliver and manage a wide variety of content including website, games and community sites. Delivery Research & Insight Highlig ht where your audience exists and how to engage them effectively. We also regularly release white papers and write guest blogs on trade platforms. Monitoring and Evaluation Our exclusive Social Media Reputation (SMR) service benchmarks popularity against competitors and provides recommendations in tune with your wider marketing activity.
  3. 4. 3 Selection of our Clients
  4. 5. How clean is your rep? 4
  5. 6. How clean is your rep? 5
  6. 7. Are you monitoring? 6
  7. 8. When to monitor? 7
  8. 9. Why monitor? 8
  9. 10. Why monitor? 9 <ul><li>Better audience insight and customer understanding </li></ul><ul><li>Benchmark competitors </li></ul><ul><li>Track issues </li></ul><ul><li>Build advocacy through engagement </li></ul><ul><li>Track the impact of a campaign, has it affected brand perception? </li></ul>
  10. 11. Why monitor? When a negative press story appears, they are taken very seriously by brands. Because it’s all about reputation. So, why should social media be any different? It shouldn’t. 10
  11. 12. Why monitor? Reputation leads to recommendation, recommendations lead to increased sales 11
  12. 13. Which tools to use? <ul><li>Sysomos, Radian6, SMR, Synthesio, SM2, Brandwatch... Which monitoring tool?...It doesn’t matter! </li></ul><ul><li>What DOES matter: </li></ul><ul><li>How you disseminate findings internally </li></ul><ul><li>How you interpret the data </li></ul><ul><li>The way you chose to respond </li></ul><ul><li>Who responds </li></ul><ul><li>What you say </li></ul><ul><li>Whether you listen and act upon comments </li></ul>12
  13. 14. Reputation impact <ul><li>Negative mentions aren’t always detrimental </li></ul><ul><li>Allow consumers to express their opinions </li></ul><ul><li>Consider your legitimacy to speak </li></ul><ul><li>Conversations amplify rapidly in social </li></ul><ul><li>Customers, suppliers and employees are all active in social spaces, everyone is a potential detractor or promoter </li></ul>13
  14. 15. Dealing with an issue <ul><li>Monitor effectively </li></ul><ul><li>Develop robust escalation policies </li></ul><ul><li>Include key stakeholders when planning: legal, corporate affairs, PR etc </li></ul><ul><li>Respond in the RIGHT way </li></ul><ul><li>React but don’t OVER react </li></ul><ul><li>Don’t wait to engage </li></ul>14
  15. 16. Considerations <ul><li>The parameters for listening are vast, both in terms of the types of conversation you measure, and the platforms you monitor – choosing what to monitor is key. </li></ul><ul><li>As with any marketing activity, setting objectives from the outset is key to getting the best from your listening activity </li></ul>15
  16. 17. Yomego’s SMR Service 16 More than just a tool – our team of analysts review results for sentiment and provide daily updates and bespoke monthly reports Tracks conversations about your brand and 2 named competitors across all social media channels in real time Gain valuable insight into customer opinions and feed these into NPD and ongoing strategy development Identify and target key influencers A benchmark for progress in social media
  17. 18. Q&A 16
  18. 19. 17 The Lighthouse 70 Mitchell St Glasgow G1 3LX t. +44 141 582 0600 e. [email_address] @yomegosocial yomego.com Contact Us 2 nd Floor 10-11 Percy St London W1T 1DE t. +44 7530 863 508