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Mastering Storytelling & PR Measurement in the Digital Age: Insights from MasterCard

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At the PR Measurement Conference, Andrew Bowins of MasterCard shares the transformative journey of the brand in the digital era. With over 30 million people reached monthly through social media, MasterCard has shifted its narrative, now engaging with 40 million weekly and capturing over 500,000 unique content pieces per quarter. By analyzing social conversations, they have established a data-driven approach to storytelling that fosters meaningful connections with stakeholders. Join us as we explore the strategies that drive the MasterCard value story and engage diverse audiences effectively.

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Mastering Storytelling & PR Measurement in the Digital Age: Insights from MasterCard

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  1. Mastering the Art & ScienceOf Storytelling in the Digital Age PR Measurement Conference – PR Measurement at Work in the Real World Andrew Bowins, Senior Vice PresidentCorporate & Digital Communications, MasterCard @Mastercardandy #prmeasure

  2. 3 Years Ago … “MasterCard is exposed to 30MM+ people per month globally through social media” @Mastercardandy #prmeasure

  3. “Sadly” @Mastercardandy #prmeasure

  4. “We were in less than 1% of the conversation” @Mastercardandy #prmeasure

  5. “And even worse…. Less than .05% of those people advocate on our behalf ” @Mastercardandy #prmeasure

  6. “Today MasterCard is exposed to 40MM+ people per week globally through social media” @Mastercardandy #prmeasure

  7. “Amazingly” @Mastercardandy #prmeasure

  8. “Lots is being said and we engage directly with almost 200K people per quarter” @Mastercardandy #prmeasure

  9. “And people create over 500,000 pieces of unique content quarterly that advocates our story” @Mastercardandy #prmeasure

  10. “Exposing our brand 1.3B times to people in the past year alone” @Mastercardandy #prmeasure

  11. “Best of all we are capturing and analyzing all of this conversation to create insights and predictive intelligence” @Mastercardandy #prmeasure

  12. Welcome to the era of “Big Data” at the intersection of “Code & Content” in the Age of Digital Storytelling @Mastercardandy #prmeasure

  13. Our Vision Position MasterCard at the forefront of the dialogue around a World Beyond Cash Drive the MasterCard value story in a way that isOwnable, Relevant and Instantly Recognizable Build deep, meaningful connections with the stakeholders we want to reach – converting audiences and skeptics into informed, engaged supporters that reveal insights

  14. Digital Communications Employ an integrated, audience-centric communications approach to inform, engage and demonstrate to key stakeholders the MasterCard Value Story and our vision of a World Beyond Cash. Employees Governments Consumers Issuers/Partners Merchants Employee Engagement Company & Brand Affinity Corporate Social Responsibility WorldBeyond Cash

  15. Digital Communications • STAKEHOLDER FOCUSED ENGAGEMENT & STORYTELLING PLATFORMS Merchants Employees Government & Industry Consumers • Platforms optimized for Mobile & Canvas Media & Online: MasterCard Conversation Suite 2.0; MC Central; Morning Brew Network, MasterCard.com, Cashless Pioneers, Social Newsroom, Crowdsource Collaboration Suite, Tumblr MULTI-CHANNEL STRATEGY SOCIAL MEDIA Online and Mobile Corporate and Regional Blogs and News Room; @MasterCard News; @askMasterCard; YouTube; LinkedIn;SoundCloud & FlipBoard (Q2) Standardized WWC on Prime Globally: Measurement & Insights in 43 markets & 26 languages (global, regional, country ); Big Data version, PrimeViews, Marketing & City Views, PartnerPlus, Mixed Data Modeling INSIGHTS

  16. 20 @Mastercardandy #prmeasure

  17. Mobile Money Case Study:Insights Shape Strategy • 13 Million Engagements • Clear Insights • Shaped Strategy • 90% positive • Invited to the Board Room @Mastercardandy #prmeasure

  18. Takeaway • Listen • Don’t Shout • Engage in real time • Focus on the smaller numbers • Know what you want to measure • Focus on insights not metrics • Data removes the emotion • Take risks once you have the insights @Mastercardandy #prmeasure

  19. “Thanks For Listening” @Mastercardandy #prmeasure

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