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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.
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Social media and Barclaycard PR
Kerryn Dinsdale and Ross Breadmore
For attendees of Social PR only
2
Hello!
KerrynDinsdale
Senior PR Manager
Barclaycard
Social PR – Social Media and Barclaycard – February 28th, 2011
Ross Breadmore
ConsultantNixonMcInn
es
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
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…and on a broader scale
Social PR – Social Media and Barclaycard – February 28th, 2011
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Found out who our influencers were…
Mapped over sixty key influencers in business, personal finance, technology and other key areas.
Mapping was based on quantitative and qualitative assessments, i.e. how many followers, page rank, and also who they’re connected to, what they’re writing about.
Social PR – Social Media and Barclaycard – February 28th, 2011
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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.
…and made friends with them
Social PR – Social Media and Barclaycard – February 28th, 2011
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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.
We created positive stories through listening and responding…
Social PR – Social Media and Barclaycard – February 28th, 2011
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…and made more friends online
Social PR – Social Media and Barclaycard – February 28th, 2011
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Some even helped tell our story
Social PR – Social Media and Barclaycard – February 28th, 2011
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And we found new ways to tell our own
Social PR – Social Media and Barclaycard – February 28th, 2011
Making all of this work in a large financial services organisation
For attendees of Social PR only
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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/
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35,732 fans
1,454 followers
795k video views
1.47m video views
200+ images
PR aren’t the only ones online
YouTube
Flickr
Social PR – Social Media and Barclaycard – February 28th, 2011
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Regulation
Social PR – Social Media and Barclaycard – February 28th, 2011
How did we overcome this?
For attendees of Social PR only
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Building trust
Social PR – Social Media and Barclaycard – February 28th, 2011
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Coordination and shared learning
Social Media Steering group - formed November 2009 •Accelerate learning about social media throughout the company.•Collaborate, and update each other on initiatives and what's working/not working.•Create shared guidelines, processes and strategy.•Set actions for further research and pilot projects to continually further the social media efforts at Barclaycard.•Drive change within Barclaycard to enable it to survive and thrive in a world that has been changed by social technologies.
•The aim of the group is NOT to centralise social media activity or add layers of approval.
Social PR – Social Media and Barclaycard – February 28th, 2011
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The Social Media Steering group
SMS
PR
Dare Digital
Digital Engagemen
t
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
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Giving the business confidence
Social PR – Social Media and Barclaycard – February 28th, 2011
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We worked together
Social PR – Social Media and Barclaycard – February 28th, 2011
http://www.flickr.com/photos/sharynmorrow/1923985105/sizes/l/in/photostream/
What we are doing in 2011
For attendees of Social PR only
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Listening more broadly…
Social PR – Social Media and Barclaycard – February 28th, 2011
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…and across on and offline
Social PR – Social Media and Barclaycard – February 28th, 2011
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Telling stories
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And continuing to respond online…
Social PR – Social Media and Barclaycard – February 28th, 2011
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…by creating a web relations manager
Social PR – Social Media and Barclaycard – February 28th, 2011
What’s next?
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
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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
Thank you.
@kerryndinsdale
@barclaycardnews
@rossbreadmore
For attendees of Social PR only
