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.

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

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

15. Regulation Social PR – Social Media and Barclaycard – February 28th, 2011

16. How did we overcome this? For attendees of Social PR only

17. Building trust 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

23. Listening more broadly… Social PR – Social Media and Barclaycard – February 28th, 2011

24. … and across on and offline Social PR – Social Media and Barclaycard – February 28th, 2011

25. Telling stories Social PR – Social Media and Barclaycard – February 28th, 2011

26. And continuing to respond online… Social PR – Social Media and Barclaycard – February 28th, 2011

27. … by creating a web relations manager Social PR – Social Media and Barclaycard – February 28th, 2011

28. 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

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

31. Thank you. @kerryndinsdale @barclaycardnews @rossbreadmore For attendees of Social PR only