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Barclaycard case study on digital PR work
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Barclaycard case study on digital PR work

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Brand-led case study that shows great work, great results and a solid strategy based on today’s digital landscape

Brand-led case study that shows great work, great results and a solid strategy based on today’s digital landscape

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  • 1. Social media and Barclaycard PRKerryn Dinsdale and Ross BreadmoreFor attendees of Reputation Online Live only
  • 2. Hello! Kerryn Dinsdale Ross Breadmore Senior PR Manager Consultant Barclaycard NixonMcInnesReputation Online Live – Social Media and Barclaycard – November 26th, 2010 2
  • 3. What are the PR team doing in social media? Enhance and Campaign Listen and protect amplification respond reputationReputation Online Live – Social Media and Barclaycard – November 26th, 2010 3
  • 4. Influencer relations Mapped over sixty key influencers in business, personal finance, technology and other key areas. Mapping was based on quantitative and qualitative assessments, i.e. how many followers, page rank, and also who they’re connected to, what Enhance and they’re writing about. protect reputationReputation Online Live – Social Media and Barclaycard – November 26th, 2010 4
  • 5. Influencer round-tableWe held a round-table event with keyonline influencers who could act asamplifiers for messaging aroundBarclaycard innovation.Subsequent reporting of the eventfirmly presented Barclaycard asleaders in contactless and NFCmobile-payment development. Enhance and protect reputationReputation Online Live – Social Media and Barclaycard – November 26th, 2010 5
  • 6. Social media monitoring Listen and respondReputation Online Live – Social Media and Barclaycard – November 26th, 2010 6
  • 7. Daily reporting Listen and respondReputation Online Live – Social Media and Barclaycard – November 26th, 2010 7
  • 8. Ballad of BarclaycardOur monitoring programme allowedus to identify a disgruntled customerwho had written a song about hisexperience. This was beginning toreceive some interest onlineWe engaged with the customer, dealtwith the problem and turned apotentially bad reputation issue intopositive online PR for Barclaycard Listen and respondReputation Online Live – Social Media and Barclaycard – November 26th, 2010 8
  • 9. Example of customer interaction Listen and respondReputation Online Live – Social Media and Barclaycard – November 26th, 2010 9
  • 10. Example of PR campaign amplification Campaign amplificationReputation Online Live – Social Media and Barclaycard – November 26th, 2010 10
  • 11. Twitter profiles Enhance and protect reputation Campaign amplification Listen and respondReputation Online Live – Social Media and Barclaycard – November 26th, 2010 11
  • 12. Making social media work within a largeorganisationFor attendees of Reputation Online Live only
  • 13. The numbers 5,000 UK employees 10.4 million UK customers 4000 monthly mentions http://www.flickr.com/photos/billselak/2732609356/sizes/l/Reputation Online Live – Social Media and Barclaycard – November 26th, 2010 13
  • 14. The Social Media Steering groupFormed November 2009• Accelerate learning about social media throughout the company.• Collaborate, and update each other on initiatives and whats working/notworking.• Create shared guidelines, processes and strategy.• Set actions for further research and pilot projects to continually furtherthe social media efforts at Barclaycard.• Drive change within Barclaycard to enable it to survive and thrive in aworld that has been changed by social technologies.• The aim of the group is NOT to centralise social media activity oradd layers of approval.Reputation Online Live – Social Media and Barclaycard – November 26th, 2010 14
  • 15. The Social Media Steering group Brand/ PR Legal Barclays advertising Digital Insight Engagement SMS Business HR teams (GBS/ BCE) Nixon Internal Dare Digital GCOO McInnes commsReputation Online Live – Social Media and Barclaycard – November 26th, 2010 15
  • 16. GuidelinesReputation Online Live – Social Media and Barclaycard – November 26th, 2010 16
  • 17. Agency collaboration http://www.flickr.com/photos/sharynmorrow/1923985105/sizes/l/in/photostream/Reputation Online Live – Social Media and Barclaycard – November 26th, 2010 17
  • 18. What’s next?
  • 19. Thank you.@kerryndinsdale@barclaycardnews@rossbreadmore For attendees of Reputation Online Live only