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Business cases and customer value: The holy grail of social media measurement?
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Business cases and customer value: The holy grail of social media measurement?

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Giles Dunning, Head of Digital Strategy, Barclaycard discusses social media measurement.

Giles Dunning, Head of Digital Strategy, Barclaycard discusses social media measurement.

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  • 1. Giles DunningHead of Digital Strategy,Barclaycard
  • 2. Business cases and customer value: Theholy grail of social measurement?
  • 3. Our digital journey…from DM andinserts to mybarclaycard, waterslidesand beyond •  Ancient history •  Recent history •  Future history
  • 4. A brief history of Barclaycard….
  • 5. A brief history: 1966: while England were winning theWorld Cup,…. …we were busy creating the first all-purpose credit card in Europe
  • 6. 1977…as the Queens silver jubilee sparkedthousands of street parties, ….The CompanyBarclaycard was born
  • 7. 1986…the first card loyalty scheme is born Barclaycard Profile Points
  • 8. 1995…as the financial world is rocked by thecollapse of Barings……we become the first UK credit card company to open its online doors.
  • 9. Recent historyOur digital journey … 1995 - 2005•  Updated our consumer information platform and allowed customers to pay their bill online•  Err, that’s kind of it.
  • 10. Then the lights went on…this internet thing mightjust catch on •  Organise •  Re-energise •  Focus
  • 11. So we….. •  Advertised in the places where customers shopped •  Built the things that we needed to build … and supported them •  Tried some different stuff
  • 12. The results… mybarclaycard•  2M+ registered Users•  Process over 75% of all crosssales and 41% of all Disputes•  54% reduction in onlinecomplaints•  High Customer Satisfaction ratingwith a 95% retention score
  • 13. The results… Application process•  80%+ of all new UK consumeraccounts processed online•  Used across all businessesreducing time and cost by over300%• 84% customer satisfaction• Industry leading process(ebenchmarkers 2010)
  • 14. The results… successful digital advertising
  • 15. Web 1.0 brought Measurement 1.0 •  Click-thrus •  Cost of acquisition •  Cost to serve •  Downloads •  Uploads
  • 16. The new challenge: Customers took control! Atruly multidimensional, customer-defined world.
  • 17. The world of marketing has changed From To Interruption Engagement & conversation One way (push) Two way dialogue (push & pull) Talking at consumers Talking through consumers Controlled, linear distribution Partially controlled distribution Paid media Paid, owned and “earned” media Counting how many we can reach Reaching those who count
  • 18. So what? New opportunities New challenges
  • 19. Measurement 2.0 Monitor Listen Measure = Value ????
  • 20. Plan•  The old disciplines still prevail•  Failing to plan, is …•  But don’t fear failure•  And educate your organisation
  • 21. Monitor•  Traditional vs Social•  Impressions vs Expressions•  Broadcast vs Shared
  • 22. Listen and discuss•  Buzz vs Sentiment•  Internal vs External
  • 23. Value•  Long term vs Short term•  Direct vs Indirect•  Revenue Generation vs Cost avoidance
  • 24. Measurement 2.0 ?
  • 25. In summary Measure don’t monitor Know what you are trying to achieve Take a balanced approach Educate your executives Don’t underestimate the value of dialogue
  • 26. Thank you…questions? giles.dunning@barclaycard.co.uk +44 (0) 7766 364272 @gilesdunningConfidential