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Making Social Media Work for Barclaycard
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Making Social Media Work for Barclaycard

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Ross Breadmore (Nixon McIness) and Kerryn Dinsdale (Senior PR Manager, Barclaycard) explain how the credit card company adopted social media and developed an effective social PR strategy.

Ross Breadmore (Nixon McIness) and Kerryn Dinsdale (Senior PR Manager, Barclaycard) explain how the credit card company adopted social media and developed an effective social PR strategy.

Published in Business , Technology
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    No notes for slide
  • KD to intro
  • Introduce ourselves
  • KD - Setting the scene, 2009, and then 2010
  • RB
  • RB
  • Names
  • RB – roundtable KD – hospitality
  • RB Have song playing
  • RB
  • RB – leveraging relationships
  • KD Not typical consumer brand- how BC are viewed Mintel best in class
  • KD
  • KD http://www.flickr.com/photos/sharynmorrow/1923985105/sizes/l/in/photostream/
  • KD – brand etc, not typical consumer brand, engage with us online
  • RB - Regulated, conservative environment Engaging with FSA to get guidance
  • KD
  • KD
  • RB
  • RB, KD to input This is what we have created to help social media at Barclaycard. Objectives: to ensure all areas of the business are talking to each other to tie up on projects avoid duplication ensure the business engages in this channel in a strategic manner
  • RB, include working with Barclays Since starting the SMS in January, we have created group wide guidelines that are ready to be rolled out
  • KD SMS, Mega Agency Party, Joint briefings, template proposal docs Also working with other parts of the business http://www.flickr.com/photos/sharynmorrow/1923985105/sizes/l/in/photostream/
  • RB
  • KD
  • KD
  • RB
  • RB
  • RB, talk about basics of role KD – teams working together, company structure, challenges
  • KD
  • KD, objectives, being a catalyst for the bsuiness RB to chip in Video content Social elements to campaigns, bearing in mind the reality of being a financial services organisation.
  • KD – first point RB second
  • Both

Transcript

  • 1. Social media and Barclaycard PR Kerryn Dinsdale and Ross Breadmore For attendees of Social PR only
  • 2. Hello! Kerryn Dinsdale Senior PR Manager Barclaycard Social PR – Social Media and Barclaycard – February 28th, 2011 Ross Breadmore Consultant NixonMcInnes
  • 3. What we did in 2010 For attendees of Social PR only
  • 4. Established listening on a reactive level… Social PR – Social Media and Barclaycard – February 28th, 2011
  • 5. … and on a broader scale Social PR – Social Media and Barclaycard – February 28th, 2011
  • 6. Found out who our influencers were…
    • 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 they’re writing about.
    Social PR – Social Media and Barclaycard – February 28th, 2011
  • 7. … and made friends with them As well as treating our online influencers in the same way as traditional ones, we held a round-table event specifically for innovation. Subsequent reporting of the event firmly presented Barclaycard as leaders in contactless and NFC mobile-payment development. Social PR – Social Media and Barclaycard – February 28th, 2011
  • 8. We created positive stories through listening and responding… Our monitoring programme allowed us to identify a disgruntled customer who had written a song about his experience. This was beginning to receive some interest online. We engaged with the customer, dealt with the problem and turned a potentially bad reputation issue into positive online PR for Barclaycard. Social PR – Social Media and Barclaycard – February 28th, 2011
  • 9. … and made more friends online Social PR – Social Media and Barclaycard – February 28th, 2011
  • 10. Some even helped tell our story Social PR – Social Media and Barclaycard – February 28th, 2011
  • 11. And we found new ways to tell our own Social PR – Social Media and Barclaycard – February 28th, 2011
  • 12. Making all of this work in a large financial services organisation For attendees of Social PR only
  • 13. How large? 5,000 UK employees 11.2 million UK customers 3000 - 5000 monthly mentions Social PR – Social Media and Barclaycard – February 28th, 2011 http://www.flickr.com/photos/billselak/2732609356/sizes/l/
  • 14. PR aren’t the only ones online 35,732 fans 1,454 followers 795k video views 1.47m video views 200+ images Twitter Facebook YouTube Flickr Social PR – Social Media and Barclaycard – February 28th, 2011
  • 15. Regulation Social PR – Social Media and Barclaycard – February 28th, 2011
  • 16. How did we overcome this? For attendees of Social PR only
  • 17. Building trust Social PR – Social Media and Barclaycard – February 28th, 2011
  • 18. Coordination and shared learning
    • Social Media Steering group - formed November 2009
    • Accelerate learning about social media throughout the company.
    • Collaborate, and update each other on initiatives and what's working/not working.
    • Create shared guidelines, processes and strategy.
    • Set actions for further research and pilot projects to continually further the social media efforts at Barclaycard.
    • Drive change within Barclaycard to enable it to survive and thrive in a world that has been changed by social technologies.
    • The aim of the group is NOT to centralise social media activity or add layers of approval.
    Social PR – Social Media and Barclaycard – February 28th, 2011
  • 19. The Social Media Steering group SMS PR Dare Digital Digital Engagement Brand/ advertising Insight Nixon McInnes Internal comms Business teams (GBS/ BCE) HR Legal Customer service Barclays Social PR – Social Media and Barclaycard – February 28th, 2011
  • 20. Giving the business confidence Social PR – Social Media and Barclaycard – February 28th, 2011
  • 21. We worked together Social PR – Social Media and Barclaycard – February 28th, 2011 http://www.flickr.com/photos/sharynmorrow/1923985105/sizes/l/in/photostream/
  • 22. What we are doing in 2011 For attendees of Social PR only
  • 23. Listening more broadly… Social PR – Social Media and Barclaycard – February 28th, 2011
  • 24. … and across on and offline Social PR – Social Media and Barclaycard – February 28th, 2011
  • 25. Telling stories Social PR – Social Media and Barclaycard – February 28th, 2011
  • 26. And continuing to respond online… Social PR – Social Media and Barclaycard – February 28th, 2011
  • 27. … by creating a web relations manager Social PR – Social Media and Barclaycard – February 28th, 2011
  • 28. What’s next? For attendees of Social PR only
  • 29. For the PR team Finding new ways to tell our story. Finding new ways to engage with our key influencers. Continuing to lead thinking internally about what social can do. Social PR – Social Media and Barclaycard – February 28th, 2011
  • 30. For the wider business Strategy review A broad piece of work taking into account the opportunities and needs of every team in the business. This will help further align activity and give all teams a common goal and where possible a common set of objectives. SMS evolved A split between a more regular and tactical social media group, and a second more strategic steering group, focused on the broader objectives and trends. Social PR – Social Media and Barclaycard – February 28th, 2011
  • 31. Thank you. @kerryndinsdale @barclaycardnews @rossbreadmore For attendees of Social PR only