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.
Falcon Invoice Discounting: Empowering Your Business Growth
Making Social Media Work for Barclaycard
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
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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
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
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
KD – brand etc, not typical consumer brand, engage with us online
RB - Regulated, conservative environment Engaging with FSA to get guidance
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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/
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RB, talk about basics of role KD – teams working together, company structure, challenges
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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.