Corporate Communications is currently at the intersection of content and code. In its strategy for building its own corporate newsroom, MasterCard focused on integrating its various social channels, curating content to fuel conversations around context, and creating content with third-party validation. For Mastercard, content creation is never a “one n’ done” process, and MasterCard uses the Percolate Brew to syndicate its content around owned media, bringing new relevancy to dated stock media content.

1. January 28, 2013
Evolution of the Corporate Newsroom
Jennifer Stalzer, VP Social/Digital Communications
MasterCard Worldwide
@MasterCardNews
©2012 MasterCard.
Proprietary and Confidential

2. MasterCard’s Journey: So Much Has
Changed
2010 Resource 2013 Community
©2012 MasterCard.
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3. Corporate Newsroom a Community
#DidUKnow?
• Over 50% of people learn about
breaking news via social media vs
traditional media
• 46% of people get news online at
least 3 times a week
• 99% of reporters start a news story
by a Google search
• Press release wire distribution back
in vogue
Stats taken from Nov 2012 Bulldog Reporter Session: Advanced SEO for PR Boot Camp: Inside ©2012 MasterCard.
Strategies for Skyrocketing Your Content to Page One Proprietary and Confidential Page 3

4. The MasterCard Conversation Suite
Content Experience Community
Ø Integrated Social
Channels
Ø Consistent Content
Creation & Curation
Ø Change: Keep it
Fresh
©2012 MasterCard.
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5. Content Creation: 3rd Party Validation
©2012 MasterCard.
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6. Content Curation: Fuel the Conversation
©2012 MasterCard.
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7. How to BE AWESOME
©2012 MasterCard.
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8. Content Creation: We Now Report the News
©2012 MasterCard.
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9. Content Creation: Never One ‘n Done
December 19, 2012 January 25, 2013
©2012 MasterCard.
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10. What Else?
©2012 MasterCard.
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11. #1: Content Creation is about Experience
What Makes for a Complete Digital Story?
● Words ●Images ● Graphics ● Video ● Links
More Visuals = More Views
• Add graphic to a press release get 14%
more views
• 20% more w/video
• 48% more w/image and video
• 78%+ more w/image, video, infographic…
Stats taken from Nov 2012 Bulldog Reporter Session: Advanced SEO for PR Boot Camp: Inside Strategies for Skyrocketing
Your Content to Page One
©2012 MasterCard.
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12. Communications Crossroad
CONTENT
CODE
©2012 MasterCard.
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13. #2: Integrate Content with Code:
Communications and IT Unite
Great Content Goes MIA w/out SEO
SEO, Social Signaling is KEY!!
Ø SEO is integral to content creation and key to
content surfacing
●Key Words ●Tagging ●File Names ●Character limits
Ø Social Signaling or Engagement Strategy
Key
● Linkbacks ● On-Domain and Off -Domain content
QUESTION:
Does YOUR content surface against the right topics?...
©2012 MasterCard.
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14. The Google Test: “Cashless”
Cashless Conversations Blog
#2 in organic search!
©2012 MasterCard.
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15. TAKEAWAYS
Content Experience Community
Ø Integrate Social Channels/Create the Hub
Ø Consistent Content Creation & Curation Strategy that
Delivers EXPERIENCE
Ø Keep Content FRESH with right mix of Stock & Flow
Ø Crossroad of Content & Code: SEO/Social Signaling
Strategy
Ø Track ‘n Measure: Understand the Metrics
(Unique Monthly Visits; Pages Views; Engagements; Followers)
©2012 MasterCard.
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16. Thank You: Newsroom.MasterCard.com
©2012 MasterCard.
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