1 Social media content strategy 2014 – Lucy Wren

Measuring the social value

Social Speakeasy

In discussion with Lucy Wren,

Head of Social Media at Barclaycard

2

At the immediate future

Social Speakeasy brands

talk* to brands about social

media challenges and

successes. And sometimes

share a few war stories.

Everyone at the Speakeasy

gets to meet their peers and

share insights, information

and best practice in social

media.

* [There is always a terrific guest speaker to

provoke ideas and debate ; and plenty of wine

and nibbles to keep the conversation flowing]

3 Social media content strategy 2014 – Lucy Wren

Lucy Wren Head of Social Media at

Barclaycard led the

discussion at the March

Speakeasy.

She shared her personal

experiences, tips and

advice of how to monitor

and benchmark social

media activity to deliver

ROI and ultimately prove

value to the board.

Pull up a chair and enjoy

Lucy’s presentation…

4 Social media content strategy 2014 – Lucy Wren

An old world

company adopting

new world social

Mapping social metrics to

business and marketing

objectives is essential to prove

the long-term value of social

5

Business objectives and social metrics

High level business objectives

Profitability Brand Consumer

perception

Commercial and marketing objectives

Ticket sales Brand Consumer

perception

New accounts Reactivation Usage

Social metrics Page

likes Favourites Followers Views Reach

Links

built Fans

Blog

posts

Subscribers Pick up Likes Retweets Shares Sentiment Clicks Posts

Comments

+1

6

Objective mapping

Impressions

Reach

On platform engagement

Click through

On-site engagement

Transact / Behave

Socia

l

pla

tform

s

Ow

n

we

bsite

Objectives mapped to

metrics

Awareness Number

Awareness and audience Number | Audience

Affinity | Consideration Engagement rate | specific metrics |

Sentiment | Audience

Consideration | Intent Number | Audience

Consideration | Intent Number | Audience

Transact | Use Correlation

7 Social media content strategy 2014 – Lucy Wren

Change takes

time... It’s a cultural change

within the organisation,

not just a new channel. –Lucy Wren

“

”

8 Social media content strategy 2014 – Lucy Wren

The challenge remains

when matching individual

customers back to their

efforts in social…

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Meaningful reporting

Identify

internal

audience

needs

Identify

reporting

requirements

Match

business

objectives to

social

measures

Build

reporting

framework

and

templates

Iterate

and

improve

Integrated

Silo

Insight Data

Report mapping

10 Social media content strategy 2014 – Lucy Wren

Barclaycard

reporting cycles:

1. Daily data, looping

customer service in

2. Weekly reporting for

content team

3. Monthly report for

senior stakeholders

4. Quarterly overview for

big trends

11

Reactivity operating model

Review

sources and

identify

opportunities

Flag

Any

opportunities?

No

Ye

s

Production

Post

Monitor and

respond

Reporting

Scope

and

heads

up

Content

calendar

Sign off

12 Social media content strategy 2014 – Lucy Wren

Improve your

impact in the

digital space

Get the right people and the right

tools in place

The IF performance framework

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Join us at the next

Social Speakeasy

Just ping us at: