2013 Digital PR Awards: Listening Campaign


Winner: MasterCard Worldwide - From Transactions to Transformation: Bringing MasterCard to the Conversation

The MasterCard Conversation Suite is a state-of-the-art technology, data analysis and engagement platform that allows the company to monitor, analyze and engage all points of contact that the brand has with people participating in social media conversations around the world.

The Conversation Suite serves as the hub for a global set of tools in 43 markets and 26 languages. The platform allows for 24/7 monitoring and spans across the most ubiquitous social media channels, including Facebook, Twitter and YouTube. It also monitors traditional and online media, blogs, forums and bulletin boards. Acting in real time, the tools provide updates every four minutes and data/conversation is visualized into a set of standard dashboards that are categorized into themes and by business unit key words and industry topics. The tools are also designed for ad-hoc search and analysis similar to that of a Google search.

The data mining and analysis serve as a foundation for communications decision making, helping set the communications roadmap, enabling active response and engagement and serving as a barometer and resource to the business. It is also a physical space with hubs at corporate headquarters in Purchase, N.Y., as well as in Miami, Mexico and Brazil along with a mobile version. The innovative location, comprising a 40-foot LED screen that features a 'live' look at conversations shaping the brand, provides a creative venue for discussion and ideation around the MasterCard story.

Additionally, MasterCard Communications has engineered the platform to go beyond serving as a communications tool to fueling insights that not only drive better business but also better partnerships. In 2012, MasterCard launched the Partner Plus program. Through this effort, MasterCard Communications exposes partners, including issuers and merchants, to Conversation Suite data and insights relevant to their businesses and industries, and also works collaboratively with partners to develop and implement joint social media programs informed by the platform.

Since implementing the Conversation Suite in May 2012, MasterCard has dominated the emerging payments dialogue, driving a 400% increase in online engagement within three months of the platform's use.

Honorable Mention:

  • blueocean market intelligence - Comprehensive Social Media Listening for Greater Consumer Understanding

 




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