North America

USA - New York

New York
New York
275 Seventh Ave, Suite 706
New York, NY 10001
P: +1.646.722.3041
newyork@prime-research.com

USA - Detroit/ Ann Arbor

Ann Arbor / Detroit
Ann Arbor/ Detroit
309 Maynard Street
Ann Arbor, MI 48104
+1 734 913 0348
annarbor@prime-research.com

Europe

Germany

Frankfurt / Mainz
Kaiserstrasse 22-24
55116 Mainz
+49 6131 2180 0
mainz@prime-research.com

United Kingdom

Oxford
58 St. Aldates
Oxford, OX1 1ST
+44 1865 324 911
oxford@prime-research.com

Switzerland

Zurich
Badenerstraße 549
8048 Zurich
+41 43 210 97 46
zurich@prime-research.com

South America

Brazil

Sao Paulo
Av. Roque Petroni Júnior, 1089
São Paulo, SP Brasil – 04707-900
+55 11 3033 5858
saopaulo@prime-research.com

Asia Pacific

China

Shanghai
Rm.306, Bldg. 2
Lujiazui Software Park No. 100, Lane 91, E'shan Rd. Pudong Shanghai 200127, China
+86 21 6859 2099
shanghai@prime-research.com

India

Office no. 3, 14th floor German Center
Building No. 9B -DLF Cyber City
Phase-III Gurgaon - INDIA
+91 124 463 6045
newdelhi@prime-research.com

MasterCard: Harnessing the Power of Social Listening

Situation

To monitor, engage in and analyze conversations around the world in real-time, 24/7, MasterCard created the Conversation Suite – a dynamic, global insights and engagement engine – built and supported by a global team of consultants and social experts. The social listening and analysis of public profile social data serve as a foundation for communication decision making and as a barometer and resource to the business. One demonstration of MasterCard’s ability to transform data into insights, actions and business results relates to its efforts in mobile payments, an emerging form of commerce enabled through the use of mobile devices.

Objectives & Approach

Despite the popular misconception, MasterCard does not issue credit cards (banks do). Instead, the company earns fees by making transactions and everyday commerce activities easier, more secure and more efficient. Since purchase volume is a business metric, the business seeks to accelerate the speed and ease of transactions through mobile payments.

In 2012, the MasterCard team first uncovered a trend revealing consumers’ excitement and anticipation for the emerging payments technology. But those who tried the technology expressed anxiety over acceptance and security. A deeper statistical analysis revealed that concerns over “security” centered on unfamiliarity with the technology and the fear of data compromises. Unease over “acceptance” arose over the inability of certain merchants – principally taxi drivers and fast food restaurants – to process mobile payments at the point of sale. Beyond the PR specialists who listened, engaged and refined their communication, the team shared their social “voice of the customer” insights with others throughout the company whose planning and execution were influenced in a variety of ways:

  • Go to market messaging and external communications were adapted to speak directly to the nsights realized via social listening.
  • A global PR campaign was designed to promote and proactively amplify the voice of the customer and position MasterCard as the technology partner that consumers and merchants could trust in the emergence of mobile payments.
  • Customer care and response teams were set up to monitor online/social chatter related to the subject matter and the company proactively engaged with people when questions were raised and used the platform to build trust and brand loyalty.

Following the initial discovery, the company’s market research reported on a variety of customer satisfaction issues, one of which was mobile payments and the associated concerns for data security and acceptance. The survey confirmed the social media conversations act as an early indicator of consumer sentiment.

Results

In 2013, the follow-up study revealed that mobile payments transitioned from skepticism to adoption with positive user conversations now dominating compared to the prior year. The global customer satisfaction survey again confirmed the integrity of the social media insights. Most importantly, the volume of mobile payment transactions accelerated.

In 2014, the third social media analysis revealed that conversations had gone from “problem” to “problem solved” to “what’s next?”

The study revealed significant year-over-year improvements on a number of key performance indicators:

  • Social volume supporting mobile payments indicated growing acceptance. The number of identifiable mobile payment social conversations increased 22,000% over the course of three years.
  • Human-validated social sentiment achieved its most positive ratings in 2014 with 94% favorable conversations glo bally, up 17% from 2013 and up 24%. from 2012
  • By 2014, conversations centered on convenience rather anxiety, as consumers shared their excitement around integrating innovative payment solutions into their daily lives, as well as reward incentives and cardholder benefits through the use of mobile payments

Over the course of three years, MasterCard’s underlying social data fueled insights which helped to shift consumer conversations from questioning available mobile options and the security of mobile to the possibilities of enhanced experiences using digital devices.

According to Andrew Bowins, then MasterCard’s Senior Vice President, Corporate Reputation and Engagement, “Insights unlock an organization and shape culture, thinking and actions. In the age of real time communications and engagement, companies need to listen twice as hard before they speak. This is what MasterCard is doing today and in turn our ability to listen, learn and then engage has served as a catalyst for change and evolution in communications and across the way we operate as a company.”

More than tools alone, PRIME consultants add category expertise and critical thinking to deliver actionable insights: Morning Brew: What Consumers Really Think About Mobile

You may also be interested in

PRIME & ŠKODA: AMEC 2017 Grand Prix Platinum Award for the Kodiaq Launch

ŠKODA goes off-road for success ŠKODA is on a journey to evolve the brand’s image. Its cars have long been the underdog, but as the brand now wins awards and is seeing increased sales, it’s the ŠKODA drivers who are having the last laugh. The SUV segment is the fastest growing in Europe. It accounts for 13% of the total UK car market and since 2010 has been growing by 20% year on year. ŠKODA, until recently, was not in this segment. KODIAQ is the brand's first major inroad into this booming category. “We are conquering a new segment for the brand – and new customer groups” – says ŠKODA CEO, Bernhard Maier. The target demographic is different, the message is different and the strategy must be different too if ŠKODA is to stand a chance of success. Generating a wave of enthusiasm and ...

Learn more

Case Study - Centers for Medicare and Medicaid Services

Overview One of the most vexing challenges facing marketing and communications executives today is planning, managing and quantifying return-on-investment or "ROI." In the case of Medicare Open Enrollment, however, the Centers for Medicare and Medicaid (CMS) research team, consisting of Medicare’s in-house staff augmented by and research provider PRIME Research, not only quantified the relative post-campaign returns on CMS's investments in earned and paid media, but successfully planned its campaigns around formative optimization-research undertaken before investing even the first dollar. Applying sound research fundamentals, the CMS team delivered high returns from a campaign that combined both paid and earned media by planning for ROI from the beginning; by setting objectives which were ...

Learn more