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
Jan 13, 2015
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…
9
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
14
Join us at the next
Social Speakeasy
Just ping us at: