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MasterCard Today: Building Connections through Social Media - BDI 11/18.2010 FInancial Services Social Communications: Case Studies and Roundtables

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Case Study: MasterCard Today: Building Connections through Social Media ...

Case Study: MasterCard Today: Building Connections through Social Media
Presented by: Jim Issokson, Senior Business Leader, Reputation and Issue Management, MasterCard Worldwide & Elizabeth Birenbaum, Vice President, US Digital Marketing, MasterCard Worldwide

www.bdionline.com
This presentation will cover how MasterCard is leveraging social media to drive brand engagement, loyalty and corporate reputation.

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  • Great content. Would appreciate if you could email it to me at amarwah@gmail.com.
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  • Very good presentation - would love a copy. Pls eMail this to howard@bia-inc.com... should also look at BrandProtect.com
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    MasterCard Today:  Building Connections through Social Media - BDI 11/18.2010 FInancial Services Social Communications: Case Studies and Roundtables MasterCard Today: Building Connections through Social Media - BDI 11/18.2010 FInancial Services Social Communications: Case Studies and Roundtables Presentation Transcript

    • Building Connections Through SocialMedia Jim Issokson and Liz Birenbaum MasterCard Worldwide November 18, 2010 ©2010 MasterCard. Proprietary and Confidential
    • A Changing and ChallengingBusiness EnvironmentChallenging Interchange Product FrustrationLandscape Inflammatory Comments Customer Service Anti-Credit Cards Brand Negativity Legislation Lobbyists Vigilantes Global ComplexitiesChanging Media Recommendations from people knownEnvironment 90%Percentage of Worldwide Consumer Opinions posted online 70%Consumers Who at Least Source:Somewhat Trust the Following Nielsen Global Online Consumer Survey, Apr Brand Websites 70% ’09 *e.g., 90% of respondentsForms of Advertising* trusted “completely” or “somewhat” recommendations from people they know ©2010 MasterCard. Proprietary and Confidential
    • Leverage Social Media to Enhance Brand andCorporate Reputation The Goal: Build Trust Among Stakeholders ©2010 MasterCard. Proprietary and Confidential
    • Optimizing the Social Media Opportunity Listen Influence Integrate ©2010 MasterCard. Proprietary and Confidential
    • Shifting the Mindset: Trading Control forCredibilitySocial Media Tactics toengage Internal and Holistically structureExternal Audiences online marketing , communications and product development efforts Distribute a daily digital highlights report to senior management Monitor and respond to consumer conversations; expand social footprint ©2010 MasterCard. Proprietary and Confidential
    • Our Strategy in ActionInfluencer Focus• @MasterCard news• YouTube• Demonstrate Commitment• Enable Influencer Connectivity Consumer Focus• Identify issues/trends• Correct impressions/facts • Facebook.com • @MasterCard • Consumer YouTube • Support everyday commerce • Enable e-commerce • Provide greater utility ©2010 MasterCard. Proprietary and Confidential
    • @MasterCardNews Corporate Twitter ChannelSIDEBAR Implemented an• Establishes initials transparency by system so users providing photos of can differentiate the MasterCard which employees tweeting MasterCard in the corporate employee channel, as well as Tweeted their individual Twitter handles• Defines a purpose by saying what the channel will be about• Redirects consumers to the appropriate MasterCard contact• Addresses legal concerns with a disclaimer saying MasterCard is not responsible for third party content on the page; ask the client about any potential concerns from their legal team regarding the tweeting of third- party links and content ©2010 MasterCard. Proprietary and Confidential
    • @MasterCardNews Influence ©2010 MasterCard. Proprietary and Confidential
    • Helping MasterCard CustomersThey also showedme that they are abrand that In less than 24 hours, theyunderstands that turned a highly frustratedyou cannot hide customer on the verge offrom your customers cutting all ties with a brandanymore and that into a wooed customer whothe best way to felt like a king!solve a problem is toaddress it. But what impressed me the most is that MasterCard has a fully functional early warning system that works! A system that connects social media people to regional marketing people to senior management to local management. All working for one purpose, ensuring customer satisfaction. ©2010 MasterCard. Proprietary and Confidential
    • Fortune 100 Companies Use Social MediaBurson Marsteller Global Social Media Check Up, Feb. 2010 ©2010 MasterCard. Proprietary and Confidential
    • Weve Only Just Begun• Global Expansion• Payment Capabilities• Mobile Extension• Deeper Marketing Integration• Continued Experimentation ©2010 MasterCard. Proprietary and Confidential
    • MasterCard Our PricelessCommunications Platform P L A Y ©2010 MasterCard. Proprietary and Confidential
    • Understanding The Context of Consumption More Resourceful and Efficient Prioritizing Vigilant and Decisions-making a Risk-Adverse Total View Indulgence New Networks Discredited, That Engage Embracing Responsibility Focus on the and Empower Consumer in the EraSource:The Futures Company, A Darwinian Gale 2010 of Consequence ©2010 MasterCard. Proprietary and Confidential
    • Today, Consumers Are More…. Financially Aware Socially Aware Responsibly Aware Intelligently Aware Meaningfully Aware Practically Aware ©2010 MasterCard. Proprietary and Confidential
    • MasterCard’s Digital Value Proposition Advance Commerce Globally Help consumers Help consumers confidently manage filter the world to what their finances matters to them ©2010 MasterCard.©2010 MasterCard. MasterCard Proprietary and Confidential Proprietary and Confidential
    • Optimizing The Opportunity Social insights Accelerate brand inform go-to- relevance and business market approach objectives Drive awareness and advocacy by leveraging relationships ©2010 MasterCard. Proprietary and Confidential
    • Listening to Consumers ©2010 MasterCard. Proprietary and Confidential
    • Platform Integrationto Drive Business Objectives Consumers shop for holiday gifts on priceless.com using curated Amazon gift selections, ratings & reviews ©2010 MasterCard. Proprietary and Confidential
    • Lessons Learned• Integrate across functions/regions early• Walk before you fly• Staff appropriately, resources are critical• Social media is “always on”– requires 24/7 monitoring• Think/Act Globally ©2010 MasterCard. Proprietary and Confidential