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

‡ MTV
‡ Durex
‡ eircom
‡ Ladbrokes
‡ Scholastic

‡ We have offices In Glasgow and

London
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‡ 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
 

 
 

 
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Sales

Tech
PR
Support

Social
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Customer Customer
Research Services

Marketing

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‡ Scott Monty is arguably the best
community 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 successful

campaigns 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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Strategy consists of four considerations:

Where?
‡ Platforms

What?
‡ Function

With?
‡ Content

Why?
‡ Value
 ð 
 

‡ Will LinkedIn be your sales channel? Twitter for
customer support?

‡ Platforms can have more than one function,

but think carefully: 
 


 
 and more user confusion

‡ Work out how you can measure if the platform

is successful at this function 
  


‡ 
 

on my chosen platform(s)?
Go to YouTube: look at the top rated videos by
competitors 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,

you are wasting your time.
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‡ 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?



  


  
   

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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‡ Social media is a rapidly evolving sector, and is capturing an
increasing proportion of marketing budgets

‡ Social media can deliver massive benefits to companies. If

misunderstood or ignored, it can also harm a company·s
reputation

‡ There is no one-size fits all approach ² social media strategy

must be tailored to fit each brand

‡ Sometimes the rules of offline marketing do not apply

 å 
The Lighthouse
70 Mitchell Street,
Glasgow G1 3LX

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