Yomego - social changing brand reputation

• Yomego is a specialist social media agency with experience of providing complete strategy and development solutions to brands, including:

• MTV• Durex • eircom• Ladbrokes• Scholastic

Yomego: Who we are

• We provide strategic consultancy, creating bespoke strategies and teaching clients how to make social media work for them

• We design and build interactive communities around brands across all digital platforms, including our own community platform

• We have sophisticated measurement techniques to accurately track and monitor company reputation across social media

Yomego: What we do

• Social media is disruptive, and its impact is real

• How is social media changing the ways brand equity is measured?

• Which sectors are leading the way?

• Which sectors are lagging behind?

Social media and brand equity

Defining brand equity

• Interbrand’s long-established index

• Calculated from 7 criteria:• Leadership• Stability• Market• Support• International• Trend• Protection

• No specific attention to online activity

2011: Born social?Eric Schmidt: In two years, smartphone sales will surpass PC sales

Forrester: Tablet sales will surpass laptop sales by 2015

Social media is hard to pin down

• That “ROI” question• What is the value of a Facebook friend?• How does social tie in with wider marketing

KPIs?• What proportion of results can be

attributed?• The tools are there, stats aplenty, but what

do they actually tell us?

Social media is hard to measure

• Measure over time• Measure against meaningful KPIs• Benchmark against competitors• Always challenge automated sentiment

analysis• Know what matters to your brand• Our SMR scoring system has an

algorithm which incorporates the reach and quality of references, and user satisfaction with the brand over time

Making sense of monitoring

Revisiting the Interbrand 100

Source: Top 50 brands in social media, forthcoming NMA supplement in conjunction with Yomego & Alterian

eBay #1?

• One of the longest established brand-led communities• The community is largely self-policing• Innovative projects like Group Gifts (ties in FB, Paypal)• Full-time staff blogger is the social spokesperson• eBay Ink sellers promotes users who harness social media to drive business forward

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

Some luxury brands get itGucci, #6

Some luxury brands don’tMoet & 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 applyLeadershipStabilityMarketSupportInternationalTrendProtection

…but social media is very much part of the equation

The Lighthouse70 Mitchell Street,

Glasgow G1 3LX

w. www.yomego.com t. +44 (0) 141 582 0600 f. +44 (0) 141 582 0699

Q&A?