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Discover: How Discover Financial Services made BtoB fresh, fun, and sociable, presented by Laura Bretz

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SocialMedia.org
SocialMedia.org

In her SocialMedia.org Member Meeting case study presentation, Discover Financial Services' Social Media Project Manager, Laura Bretz, talks about how they're navigating social media in the BtoB space. Laura explains the steps she took to rebrand their BtoB division in social media, find the right resources and relevant conversations, and engage with customers.

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Discover Financial Services Laura Bretz How Discover Financial Services made BtoB fresh, fun, and sociable Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 37 Chicago 10-28-2015
How Discover Financial Services made BtoB Fresh, Fun, and Sociable ©2015 DFS Services LLC | Confidential and Proprietary Member Meeting 37
Discover Network: B2B in Social 2 ©2015 DFS Services LLC | Confidential and Proprietary • In a word? Challenge • Nobody was tweeting to @DiscoverSmBiz • So how do we make social actually social? - Rebrand - Reach out
What’s Already Happening? 3 ©2015 DFS Services LLC | Confidential and Proprietary • What are we monitoring?
Prepare to Plan 4 ©2015 DFS Services LLC | Confidential and Proprietary • Find the right conversation - Have smart parameters - Look at how customers are talking about you • Determine what conversation looked like in a regulated industry - Everything must go through legal - Make approvals easy • Don’t be a creeper
Success! 5 ©2015 DFS Services LLC | Confidential and Proprietary • 50% engagement • 10% organic follow
What’s Next? 6 ©2015 DFS Services LLC | Confidential and Proprietary • Consider your scope. • Cardholders complaining about acceptance: is that B2C or B2B? • Make your case.
Success! 7 ©2015 DFS Services LLC | Confidential and Proprietary • 80% engagement • 10% organic follow • Zero tweets to hundreds
Takeaways 8 ©2015 DFS Services LLC | Confidential and Proprietary • Find the right conversation • Consider your scope • Don’t be a creeper
Questions? 9 ©2015 DFS Services LLC | Confidential and Proprietary Laura Bretz • LauraBretz@Discover.com • @bretzilewski
Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 37 Chicago 10-28-2015

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Discover: How Discover Financial Services made BtoB fresh, fun, and sociable, presented by Laura Bretz

  • 1. Discover Financial Services Laura Bretz How Discover Financial Services made BtoB fresh, fun, and sociable Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 37 Chicago 10-28-2015
  • 2. How Discover Financial Services made BtoB Fresh, Fun, and Sociable ©2015 DFS Services LLC | Confidential and Proprietary Member Meeting 37
  • 3. Discover Network: B2B in Social 2 ©2015 DFS Services LLC | Confidential and Proprietary • In a word? Challenge • Nobody was tweeting to @DiscoverSmBiz • So how do we make social actually social? - Rebrand - Reach out
  • 4. What’s Already Happening? 3 ©2015 DFS Services LLC | Confidential and Proprietary • What are we monitoring?
  • 5. Prepare to Plan 4 ©2015 DFS Services LLC | Confidential and Proprietary • Find the right conversation - Have smart parameters - Look at how customers are talking about you • Determine what conversation looked like in a regulated industry - Everything must go through legal - Make approvals easy • Don’t be a creeper
  • 6. Success! 5 ©2015 DFS Services LLC | Confidential and Proprietary • 50% engagement • 10% organic follow
  • 7. What’s Next? 6 ©2015 DFS Services LLC | Confidential and Proprietary • Consider your scope. • Cardholders complaining about acceptance: is that B2C or B2B? • Make your case.
  • 8. Success! 7 ©2015 DFS Services LLC | Confidential and Proprietary • 80% engagement • 10% organic follow • Zero tweets to hundreds
  • 9. Takeaways 8 ©2015 DFS Services LLC | Confidential and Proprietary • Find the right conversation • Consider your scope • Don’t be a creeper
  • 10. Questions? 9 ©2015 DFS Services LLC | Confidential and Proprietary Laura Bretz • LauraBretz@Discover.com • @bretzilewski
  • 11. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 37 Chicago 10-28-2015