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.

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
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. 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. 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
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
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. 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. 8Social media content strategy 2014 – Lucy Wren
The challenge remains
when matching individual
customers back to their
efforts in social…

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. 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
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. 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. The IF performance framework

14. 14
Join us at the next
Social Speakeasy
Just ping us at: