THE MASTERCARD CONVERSATION SUITE by Mastercard for Mastercard

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THE MASTERCARD CONVERSATION SUITE

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Industry Credit Cards
Media Promo & PR, Case study
Market United States
Agency Mastercard
Released February 2013

Credits & Description

Advertiser: MASTERCARD WORLDWIDE
Agency: MASTERCARD WORLDWIDE
Category: Best Use of Digital PR


Strategy
The Mastercard Conversation Suite is a state-of-the-art technology, data analysis and engagement platform that allows the company to monitor, analyze and engage all points of contact that the brand has with people participating in social media conversations around the world. The Conversation Suite serves as the hub for a global set of tools in 43 markets and 26 languages. The platform allows for 24/7 monitoring and spans across the most ubiquitous social media channels including Facebook, Twitter, YouTube and Weibo. It also monitors traditional and online media, blogs, forums and bulletin boards. Acting in real time, the tools provide updates every four minutes and data/conversation is visualized into a set of standard dashboards that are categorized into themes and by business unit key words and industry topics. The tools are also designed for ad-hoc search and analysis similar to that of a Google search.

Effectiveness
Three months after launch, our engagement increased by 400%. On an average week we generate around 20,200 mentions with a potential exposure of over 70 million users. Initial exposure and interest in the data has resulted in the development of a dedicated Partner Plus program in which MasterCard works with partners to leverage data and conduct social media programs. The data and insights derived from the Conversation Suite helps us refine campaigns in real-time. Partner and stakeholder feedback from announcements can be reported back to business owners to enhance our messaging as well as our products and solutions. By unifying social and traditional media monitoring, we are able to save money for the company and our impressive suite of tools wins us new business through our Partner Plus program. The greatest advantage of the Conversation Suite is that implementation has brought benefits to MasterCard beyond usual public relations measurement statistics.

Relevancy
For years MasterCard communicated in a very specific and limited way. The team pushed messages out – talking at people, but not with them. With a renewed charge to adapt the business from a financial services company to a more consumer-focused technology payments company, Communications was charged with adapting how engaged with key stakeholders, including MasterCard’s approach to social media. MasterCard has transformed social and traditional media monitoring into a global insights hub in an effort to drive better communications and business decisions. The Conversation Suite is our commitment to monitoring, analyzing and engaging in conversations about our brand.

Campaign Description
Three years ago, MasterCard CEO Ajay Banga challenged his team to transform the 45 year-old B2B financial services giant into a more consumer-focused payments technology company. From a communications standpoint, MasterCard was squarely B2B; the opportunity was to shift engagement online and develop a direct relationship and dialogue with consumers and influencers. Early data revealed more than 30 Million online conversations weekly related to MasterCard and its industry; however, MasterCard was engaged in just 1% of those discussions. Further, commerce was shifting online and increasingly via social media channels.To move beyond traditional “listening”, MasterCard created the Conversation Suite – a dynamic, global insights and engagement engine that shifted the company from monitoring social and traditional media to applying purposeful listening to inform business decisions and foster more impactful communications. During the first 3 months since launch in May 2012, our engagement increased by 400%. Partner and stakeholder feedback from announcements can be reported back to business owners to enhance messaging as well as our products and solutions. By unifying social and traditional media monitoring, the company is able to save money and the suite of tools has aided the company in winning new business by exposing and offering access to the tool. The MasterCard Conversation Suite is appropriate for the PR Lions as it exemplifies the best use of measurement and analytics – relevant, consistent and timely data and insights for all conversations related to MasterCard and the industry and deep intelligence to inform business decisions.

Client Brief Or Objective
MasterCard Worldwide Communications was charged with becoming an insight-driven organization that partners with product groups, cardholder services, sales and marketing to make better decisions on how to go-to-market, shape products and engage our stakeholders. The team also sought to open new doors with the company’s issuers, partners and merchants while also positioning MasterCard as a world-class social media enterprise both internally and externally.

Execution
The Conversation Suite’s centerpiece is a sophisticated tool that can analyze the conversations taking place online for tone and trending topics. The Conversation Suite itself spans beyond this tool to include an innovative workspace. Regular “Social Jam” events are held in the Conversation Suite with employees and partners to leverage the data and insights and infuse social business throughout the organization. The Conversation Suite continues to be a coveted workspace and venue to hold both internal and external events related to social media.