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1Social media content strategy 2014 – Lucy Wren
Measuring the social value
Social Speakeasy
In discussion with Lucy Wren,
...
2
At the immediate future
Social Speakeasy brands
talk* to brands about social
media challenges and
successes. And sometim...
3Social media content strategy 2014 – Lucy Wren
Lucy Wren
Head of Social Media at
Barclaycard led the
discussion at the Ma...
4Social media content strategy 2014 – Lucy Wren
An old world
company adopting
new world social
Mapping social metrics to
b...
5
Business objectives and social metrics
High level business objectives
Profitability Brand
Consumer
perception
Commercial...
6
Objective mapping
Impressions
Reach
On platform engagement
Click through
On-site engagement
Transact / Behave
Social
pla...
7Social media content strategy 2014 – Lucy Wren
Change takes
time...
It’s a cultural change
within the organisation,
not j...
8Social media content strategy 2014 – Lucy Wren
The challenge remains
when matching individual
customers back to their
eff...
9
Meaningful reporting
Identify
internal
audience
needs
Identify
reporting
requirements
Match
business
objectives to
socia...
10Social media content strategy 2014 – Lucy Wren
Barclaycard
reporting cycles:
1. Daily data, looping
customer service in
...
11
Reactivity operating model
Review
sources and
identify
opportunities
Flag
Any
opportunities?
No
Yes
Production
Post
Mon...
12Social media content strategy 2014 – Lucy Wren
Improve your
impact in the
digital space
Get the right people and the rig...
The IF performance framework
14
Join us at the next
Social Speakeasy
Just ping us at:
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Barclaycard discusses measuring the social value at the social speakeasy

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Measuring the social value is a challenge for many brands. But as we discovered at the Social Speakeasy, it can be done! Barclaycard, a global credit card business, has made real advances in recent years under Lucy Wren’s guidance.

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Barclaycard discusses measuring the social value at the social speakeasy

  1. 1. 1Social media content strategy 2014 – Lucy Wren Measuring the social value Social Speakeasy In discussion with Lucy Wren, Head of Social Media at Barclaycard
  2. 2. 2 At the immediate future Social Speakeasy brands talk* to brands about social media challenges and successes. And sometimes share a few war stories. Everyone at the Speakeasy gets to meet their peers and share insights, information and best practice in social media. * [There is always a terrific guest speaker to provoke ideas and debate ; and plenty of wine and nibbles to keep the conversation flowing]
  3. 3. 3Social media content strategy 2014 – Lucy Wren Lucy Wren Head of Social Media at Barclaycard led the discussion at the March Speakeasy. She shared her personal experiences, tips and advice of how to monitor and benchmark social media activity to deliver ROI and ultimately prove value to the board. Pull up a chair and enjoy Lucy’s presentation…
  4. 4. 4Social media content strategy 2014 – Lucy Wren An old world company adopting new world social Mapping social metrics to business and marketing objectives is essential to prove the long-term value of social
  5. 5. 5 Business objectives and social metrics High level business objectives Profitability Brand Consumer perception Commercial and marketing objectives Ticket sales Brand Consumer perception New accounts Reactivation Usage Social metrics Page likes Favourites FollowersViews Reach Links built Fans Blog posts Subscribers Pick up LikesRetweets Shares Sentiment ClicksPosts Comments +1
  6. 6. 6 Objective mapping Impressions Reach On platform engagement Click through On-site engagement Transact / Behave Social platforms Own website Objectives mapped to metrics Awareness Number Awareness and audience Number | Audience Affinity | Consideration Engagement rate | specific metrics | Sentiment | Audience Consideration | Intent Number | Audience Consideration | Intent Number | Audience Transact | Use Correlation
  7. 7. 7Social media content strategy 2014 – Lucy Wren Change takes time... It’s a cultural change within the organisation, not just a new channel. –Lucy Wren “ ”
  8. 8. 8Social media content strategy 2014 – Lucy Wren The challenge remains when matching individual customers back to their efforts in social…
  9. 9. 9 Meaningful reporting Identify internal audience needs Identify reporting requirements Match business objectives to social measures Build reporting framework and templates Iterate and improve Integrated Silo InsightData Report mapping
  10. 10. 10Social media content strategy 2014 – Lucy Wren Barclaycard reporting cycles: 1. Daily data, looping customer service in 2. Weekly reporting for content team 3. Monthly report for senior stakeholders 4. Quarterly overview for big trends
  11. 11. 11 Reactivity operating model Review sources and identify opportunities Flag Any opportunities? No Yes Production Post Monitor and respond Reporting Scope and heads up Content calendar Sign off
  12. 12. 12Social media content strategy 2014 – Lucy Wren Improve your impact in the digital space Get the right people and the right tools in place
  13. 13. The IF performance framework
  14. 14. 14 Join us at the next Social Speakeasy Just ping us at:

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