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@nickcicero
7LessonsMarketersCanLearn
fromMasterCardtobecomea
GlobalPublishingPowerhouse
MasterCardrealizedthatthey
reached30Millionpeople
monthlybutparticipatedinless
than1%ofconversations.
Theywereignoring99%ofthe
conversationsthatpotential
andcurrentcustomerswere
openlyaskingfor.
“Ourgoalwassimple.Leadaconversationthatallows
ustoinform,engageanddemonstratethevaluethat
MasterCardisbringingtothemedia,b...
Howdidtheymakethischange?
Thesesevensteps.
1. KNOW WHAT YOU
STAND FOR
— Innovation and the future of payments
— Financial inclusion
— Safety and security
— Travel
— Small business.
BuildConten...
2. LET INFLUENCERS AND
COMMUNITY INFORM
CONTENT STRATEGY
Systematically tracking and monitoring conversations around MasterCard and competitors
across 55 markets and 26 languages ...
3. STANDARDIZE THE
PUBLISHING PROCESS
MasterCard brought four content channels across seven global regions into one system of
publishing. The result was cost sa...
4. PRIORITIZE STORYTELLING
OVER PRESS RELEASES
By advocating for the reader & prioritizing content and digital experiences that create
value for influencers, bloggers & ...
5. INCREASE
VISUAL CONTENT
If the average length of a word in the English language is five characters, and tweets can
only be 140 characters, by that...
6. MAKE CONTENT
CREATION EASY
By providing content building blocks across inspiration, imagery and information in each
teams’ local language, Percolate ...
7. MEASURE
RELATIONSHIP
METRICS
In addition to reach, shares and traffic, MasterCard measures key relationship metrics like
time spent/visit & repeat visi...
RESULTS?
This change in publishing has resulted in MasterCard becoming the most visible financial
services company globally, with 3...
1. Know what you stand for
2. Let influencers and community inform content strategy
3. Standardize the publishing process
...
Tolearnmoreabout
MasterCard’spublishing
transformation:downloadour
newcasestudyhere.
Percolate is the system of record for marketing. Our
technology helps the world's largest and fastest-growing
brands at ev...
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7 Lessons Marketers Can Learn From MasterCard to become a Global Publishing Powerhouse

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MasterCard’s payment solutions and services are trusted around the world, making it essential for the brand’s communications to be smart, fast, cost-effective and personalized for the 210 different countries it reaches. Learn how Percolate helped MasterCard’s Corporate & Digital Communications Group become a global brand publisher that engages with 800,000 influencers each year in 11 different languages.

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7 Lessons Marketers Can Learn From MasterCard to become a Global Publishing Powerhouse

  1. 1. @nickcicero 7LessonsMarketersCanLearn fromMasterCardtobecomea GlobalPublishingPowerhouse
  2. 2. MasterCardrealizedthatthey reached30Millionpeople monthlybutparticipatedinless than1%ofconversations.
  3. 3. Theywereignoring99%ofthe conversationsthatpotential andcurrentcustomerswere openlyaskingfor.
  4. 4. “Ourgoalwassimple.Leadaconversationthatallows ustoinform,engageanddemonstratethevaluethat MasterCardisbringingtothemedia,bloggersand ourstakeholderswithoutsimplyshoutingmessages fromasoapbox” — Andrew Bowins SVP of External Communications
  5. 5. Howdidtheymakethischange? Thesesevensteps.
  6. 6. 1. KNOW WHAT YOU STAND FOR
  7. 7. — Innovation and the future of payments — Financial inclusion — Safety and security — Travel — Small business. BuildContentPillarstoDefineBrandMission MasterCard’s rebranded Global Engagement bureau listed five pillars that represent their mission and values:
  8. 8. 2. LET INFLUENCERS AND COMMUNITY INFORM CONTENT STRATEGY
  9. 9. Systematically tracking and monitoring conversations around MasterCard and competitors across 55 markets and 26 languages helps communication teams stay on top of trends, talk to influencers directly and share relevant news both globally and locally. EveryPieceofContentTellsaStory
  10. 10. 3. STANDARDIZE THE PUBLISHING PROCESS
  11. 11. MasterCard brought four content channels across seven global regions into one system of publishing. The result was cost savings and increase in production speed, in fact they produced and published over 2,500 pieces of original content in the third quarter of 2014 StandardizePublishing=IncreaseEfficiency
  12. 12. 4. PRIORITIZE STORYTELLING OVER PRESS RELEASES
  13. 13. By advocating for the reader & prioritizing content and digital experiences that create value for influencers, bloggers & journalists, MasterCard has pivoted its communications approach from broadcast to dialogue, helping others interact with its stories. ThinkAboutYourAudience
  14. 14. 5. INCREASE VISUAL CONTENT
  15. 15. If the average length of a word in the English language is five characters, and tweets can only be 140 characters, by that logic, one photo can convey the same emotion as roughly 35 tweets. Ask yourself: how can you tell that same press release visually? PicturesTellAThousandWords
  16. 16. 6. MAKE CONTENT CREATION EASY
  17. 17. By providing content building blocks across inspiration, imagery and information in each teams’ local language, Percolate makes MasterCard’s marketers more efficient visual storytellers. AlignContentCreationtoBrandPillars 1910 Images uploaded and created in the MasterCard/Percolate Media Library 716 Images edited and branded with the Percolate Image Editor
  18. 18. 7. MEASURE RELATIONSHIP METRICS
  19. 19. In addition to reach, shares and traffic, MasterCard measures key relationship metrics like time spent/visit & repeat visits. Newsroom teams understand how long readers consume content, how often they come back and what percentage finish full stories over excerpts. ValueMetrics>VanityMetrics
  20. 20. RESULTS?
  21. 21. This change in publishing has resulted in MasterCard becoming the most visible financial services company globally, with 34% overall year-to-date positive share of voice versus competitors. Influencers MasterCard engages with quarterly Growth of monthly website visits Increase in time spent per visit to the brand’s digital communications properties 200,000 104% 132% ResultsofMasterCard’sGlobalPublishingStrategy
  22. 22. 1. Know what you stand for 2. Let influencers and community inform content strategy 3. Standardize the publishing process 4. Prioritize storytelling over press releases 5. Increase visual content 6. Make content creation easy 7. Measure relationship metrics Howtobecomeaglobalpublishingpowerhouse
  23. 23. Tolearnmoreabout MasterCard’spublishing transformation:downloadour newcasestudyhere.
  24. 24. Percolate is the system of record for marketing. Our technology helps the world's largest and fastest-growing brands at every step of the marketing process. Want to learn more? Contact learn@percolate.com for more information or request a demo today at percolate.com/request-demo

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