Case Study: MasterCard Today: Building Connections through Social Media Presented by: Jim Issokson, Senior Business Leader, Reputation and Issue Management, MasterCard Worldwide & Elizabeth Birenbaum, Vice President, US Digital Marketing, MasterCard Worldwide www.bdionline.com This presentation will cover how MasterCard is leveraging social media to drive brand engagement, loyalty and corporate reputation.

1. Building Connections Through Social
Media
©2010 MasterCard.
Proprietary and Confidential
Jim Issokson and Liz Birenbaum
MasterCard Worldwide
November 18, 2010

2. Challenging
Landscape
Brand Negativity
Customer Service
Interchange Product Frustration
Anti-Credit Cards
Legislation
Inflammatory Comments
A Changing and Challenging
Business Environment
©2010 MasterCard.
Proprietary and Confidential
Vigilantes
Lobbyists
Legislation
Global Complexities
70%
70%
90%Recommendations from people known
Consumer Opinions posted online
Brand Websites
Changing Media
Environment
Percentage of Worldwide
Consumers Who at Least
Somewhat Trust the Following
Forms of Advertising*
Source:
Nielsen Global Online Consumer Survey, Apr
’09 *e.g., 90% of respondents
trusted “completely” or “somewhat”
recommendations from people they know

3. Leverage Social Media to Enhance Brand and
Corporate Reputation
©2010 MasterCard.
Proprietary and Confidential
The Goal:
Build Trust
Among
Stakeholders

4. Optimizing the Social Media Opportunity
©2010 MasterCard.
Proprietary and Confidential
Listen Influence Integrate

5. Social Media Tactics to
engage Internal and
External Audiences
Shifting the Mindset: Trading Control for
Credibility
Distribute a daily digital
highlights report to senior
Holistically structure
online marketing ,
communications and product
development efforts
©2010 MasterCard.
Proprietary and Confidential
highlights report to senior
management
Monitor and respond to
consumer conversations;
expand social footprint

6. Influencer Focus
• @MasterCard news
• YouTube
• Demonstrate Commitment
• Enable Influencer Connectivity
Our Strategy in Action
Consumer Focus
©2010 MasterCard.
Proprietary and Confidential
• Enable Influencer Connectivity
• Identify issues/trends
• Correct impressions/facts
Consumer Focus
• Facebook.com
• @MasterCard
• Consumer YouTube
• Support everyday commerce
• Enable e-commerce
• Provide greater utility

7. SIDEBAR
• Establishes
transparency by
providing photos of
the MasterCard
employees tweeting
in the corporate
channel, as well as
their individual Twitter
handles
• Defines a purpose
by saying what the
channel will be about
Implemented an
initials
system so users
can differentiate
which
MasterCard
employee
Tweeted
@MasterCardNews Corporate Twitter Channel
©2010 MasterCard.
Proprietary and Confidential
channel will be about
• Redirects
consumers to the
appropriate
MasterCard contact
• Addresses legal
concerns with a
disclaimer saying
MasterCard is not
responsible for third
party content on the
page; ask the client
about any potential
concerns from their
legal team regarding
the tweeting of third-
party links and
content

8. @MasterCardNews Influence
©2010 MasterCard.
Proprietary and Confidential

9. Helping MasterCard Customers
In less than 24 hours, they
turned a highly frustrated
customer on the verge of
cutting all ties with a brand
into a wooed customer who
felt like a king!
They also showed
me that they are a
brand that
understands that
you cannot hide
from your customers
anymore and that
the best way to
©2010 MasterCard.
Proprietary and Confidential
felt like a king!
But what impressed me the most is that
MasterCard has a fully functional early
warning system that works! A system that
connects social media people to regional
marketing people to senior management to
local management. All working for one
purpose, ensuring customer satisfaction.
the best way to
solve a problem is to
address it.

10. Fortune 100 Companies Use Social Media
©2010 MasterCard.
Proprietary and Confidential
Burson Marsteller Global Social Media Check Up, Feb. 2010

11. We've Only Just Begun
• Global Expansion
• Payment Capabilities
• Mobile Extension
Deeper Marketing Integration
©2010 MasterCard.
Proprietary and Confidential
• Deeper Marketing Integration
• Continued Experimentation

12. MasterCard Our Priceless
Communications Platform
©2010 MasterCard.
Proprietary and Confidential
P L A Y

13. Understanding The
Context of Consumption
Vigilant and
Risk-Adverse
More
Resourceful
and Efficient
Prioritizing
Decisions-making a
Total View
©2010 MasterCard.
Proprietary and Confidential
Focus on theFocus on the
Consumer in the EraConsumer in the Era
of Consequenceof Consequence
Indulgence
Discredited,
Embracing
Responsibility
New Networks
That Engage
and Empower
Source:
The Futures Company, A Darwinian Gale 2010

14. Financially Aware
Socially Aware
Responsibly Aware
Today, Consumers Are More….
©2010 MasterCard.
Proprietary and Confidential
Responsibly Aware
Intelligently Aware
Meaningfully Aware
Practically Aware

15. MasterCard’s Digital Value Proposition
Help consumers
confidently manage
their finances
Advance Commerce Globally
Help consumers
filter the world to what
matters to them
©2010 MasterCard.
Proprietary and Confidential©2010 MasterCard. MasterCard Proprietary and Confidential

16. Optimizing The Opportunity
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Proprietary and Confidential
Social insights
inform go-to-
market approach
Drive awareness and
advocacy by leveraging
relationships
Accelerate brand
relevance and business
objectives

17. Listening to Consumers
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Proprietary and Confidential

18. Consumers shop for holiday gifts on priceless.com using curated
Amazon gift selections, ratings & reviews
Platform Integration
to Drive Business Objectives
©2010 MasterCard.
Proprietary and Confidential

19. Lessons Learned
• Integrate across
functions/regions early
• Walk before you fly
• Staff appropriately, resources
©2010 MasterCard.
Proprietary and Confidential
• Staff appropriately, resources
are critical
• Social media is “always on”–
requires 24/7 monitoring
• Think/Act Globally