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2013 Lithy Winner

Lithys 2013: Barclaycard - Best Social Marketing Program

By DeniseJ
DeniseJ

Lithys 2013: Barclaycard - Best Social Marketing Program

Status: 2013 Lithy Winner
by Lithium Technologies DeniseJ on ‎02-20-2013 05:51 PM

Company: Barclaycard USbarclaycard logo.png

Entry submitted by: Jen Hitchens (JenH) Social Media Manager

Community: Barclaycard Ring (www.barclaycardring.com)

Lithy category: Best Social Marketing Program

___________________________________________________________________

 

Barclaycard Ring MasterCard© is a very simple credit card product with a low interest rate, simple terms and no annual or balance transfer fees. But what sets Barclaycard Ring apart is its use of online communities in an innovative way to talk with card members about the product and how it should evolve. The Barclaycard Ring team also developed the industry’s first profit sharing program with card members, called Giveback™. This aligns the interests of both bank and card member like never before and opens the door for both to advance the cause of charities. And to help crystalize the trust, the team posts the financial statistics for the program on the website and discuss the results each month.

 

Barclaycard Ring possesses true integration in its overall marketing strategy by creating cohesive, branded messaging across all internal and external platforms. The primary focus of communications is centered on the engagement of the Barclaycard Ring community and is supported by a content creation strategy designed to build relationships with the card members. Barclaycard Ring provides multi-channel access for to this unique content through its Facebook page, Twitter channel, Google + page, YouTube channel as well as email marketing messages. The ‘public-facing’ site, BarclaycardRing.com also enables visitors (without logging in to the secure account servicing site) to consume and share out blog content via Facebook, Twitter and Google+.  

 

Social Media Integration

Lithy_Mktg_1.png

 

Social Sharing and Referral

Lithy_Mktg_2.png

 

Social Sharing via External Site

Lithy_Mktg_3.png

 

Social Media Marketing

Lithy_Mktg_4.png

 


Integration with Email Marketing

‘The weekly’ email provides a summary to community members of the latest activity within the community. This high level recap has yielded a consistent CTR and provides a lift in site visitation and engagement. ‘The Weekly’ email features blog content, trending discussion thread, “Quote of the Week” featuring a specific community member, their avatar and rank, a recent comment, recent statistics, current survey or voting option as well as the Top 4 contributing community members and links to all of the Barclaycard Ring social media platforms.

Lithy_Mktg_5.png

Through our social media marketing initiatives, Barclaycard Ring has been able to improve our card member experience, provide a new platform for servicing our customers, and has built new advocacy programs and increase brand loyalty. Our objectives focus on:

  • Improving customer experience by leveraging the community for digital servicing
  • Increase loyalty and usage of the card
  • Create content and build relationships to positively impact the financial literacy of the community

Lithy_Mktg_6.png

 

Improving Top Line Revenue & Loyalty

Barclaycard Ring has only been live for 10 months and generated over $500K in revenue.  The future looks even brighter for Barclaycard Ring, as the customers engaged in our community close far less often and are remaining loyal to Barclaycard at record levels.

 

Lithy_Mktg_7.png

 

Industry Recognition for Improved Customer Experience

Lithy_Mktg_8.png


Company: Barclaycard USbarclaycard logo.png

Entry submitted by: Jen Hitchens (JenH) Social Media Manager

Community: Barclaycard Ring (www.barclaycardring.com)

Lithy category: Best Social Marketing Program

___________________________________________________________________

 

Barclaycard Ring MasterCard© is a very simple credit card product with a low interest rate, simple terms and no annual or balance transfer fees. But what sets Barclaycard Ring apart is its use of online communities in an innovative way to talk with card members about the product and how it should evolve. The Barclaycard Ring team also developed the industry’s first profit sharing program with card members, called Giveback™. This aligns the interests of both bank and card member like never before and opens the door for both to advance the cause of charities. And to help crystalize the trust, the team posts the financial statistics for the program on the website and discuss the results each month.

 

Barclaycard Ring possesses true integration in its overall marketing strategy by creating cohesive, branded messaging across all internal and external platforms. The primary focus of communications is centered on the engagement of the Barclaycard Ring community and is supported by a content creation strategy designed to build relationships with the card members. Barclaycard Ring provides multi-channel access for to this unique content through its Facebook page, Twitter channel, Google + page, YouTube channel as well as email marketing messages. The ‘public-facing’ site, BarclaycardRing.com also enables visitors (without logging in to the secure account servicing site) to consume and share out blog content via Facebook, Twitter and Google+.  

 

Social Media Integration

Lithy_Mktg_1.png

 

Social Sharing and Referral

Lithy_Mktg_2.png

 

Social Sharing via External Site

Lithy_Mktg_3.png

 

Social Media Marketing

Lithy_Mktg_4.png

 


Integration with Email Marketing

‘The weekly’ email provides a summary to community members of the latest activity within the community. This high level recap has yielded a consistent CTR and provides a lift in site visitation and engagement. ‘The Weekly’ email features blog content, trending discussion thread, “Quote of the Week” featuring a specific community member, their avatar and rank, a recent comment, recent statistics, current survey or voting option as well as the Top 4 contributing community members and links to all of the Barclaycard Ring social media platforms.

Lithy_Mktg_5.png

Through our social media marketing initiatives, Barclaycard Ring has been able to improve our card member experience, provide a new platform for servicing our customers, and has built new advocacy programs and increase brand loyalty. Our objectives focus on:

  • Improving customer experience by leveraging the community for digital servicing
  • Increase loyalty and usage of the card
  • Create content and build relationships to positively impact the financial literacy of the community

Lithy_Mktg_6.png

 

Improving Top Line Revenue & Loyalty

Barclaycard Ring has only been live for 10 months and generated over $500K in revenue.  The future looks even brighter for Barclaycard Ring, as the customers engaged in our community close far less often and are remaining loyal to Barclaycard at record levels.

 

Lithy_Mktg_7.png

 

Industry Recognition for Improved Customer Experience

Lithy_Mktg_8.png

Comments
by Lithium Technologies DeniseJ on ‎02-20-2013 05:52 PM
Status changed to: 2013 Lithy Submission
 
by Lithium Technologies DeniseJ on ‎05-02-2013 01:10 PM
Status changed to: 2013 Lithy Winner