Home  › Marketing › Strategies
mastercard-cashless-pioneers-blog

MasterCard Revamps Online Newsroom, Blog

  |  September 30, 2013   |  Comments

The online resources include curated content, images, videos and features on so-called cashless pioneers.

mastercard-cashless-pioneers-blogMasterCard has relaunched its online newsroom and blog to better cater to its digital audience.

The new newsroom, The Engagement Bureau, and redesigned Cashless Pioneers Blog make up what MasterCard calls a "conversation and publishing ecosystem" that helps consumers engage with the brand, discover sharable content and "become immersed in a discussion around the benefits of digital payments technology."

The Engagement Bureau is what MasterCard calls an "interactive community and information exchange" for journalists, bloggers and industry observers that want a real-time connection with MasterCard's communications department. It features summaries of current news and increased use of imagery and video, the brand says.

According to Jennifer Stalzer, vice president of global digital communications at MasterCard, the brand has also added a new content type it calls "snackable content," or content that is short, simple and easy to digest, and is making its PR staff better "digital ambassadors."

"Today, journalists are online, on Twitter, LinkedIn and Google+, so we want to make sure our digital spokespersons are available and folks can interact whatever way is most comfortable," she says.

In addition, MasterCard's Cashless Pioneers Blog celebrates individuals, businesses, governments and employees who have embraced electronic payments. With the tagline, "Every Transaction Has a Story," MasterCard says the blog will host views and perspectives on industry topics and MasterCard news as well as experiences enabled by cashless technology.

MasterCard is also working with Percolate to curate content. Percolate is a technology company that says it helps brands create content at social scale.

"We're a technology company advancing payments and sparking this discussion," Stalzer says. "Cashless Pioneers was a series we started in our old blog, but we realized many people around the world have embraced this notion of pioneers, so we refocused and are bringing to life their stories."

That includes a video series with so-called cashless pioneers like a baker in the Netherlands who doesn't want his employees to bake bread and touch dirty cash and a 21-year-old traffic vendor in Brazil who sells cell phone accessories and football flags and who feels safer not carrying cash.

"These are the kinds of stories we're highlighting," Stalzer says. "It's not about being completely cashless, but about folks that have embraced technology, innovation and new ways to pay."

The blog includes another video series, Morning Brew, which she says is a storytelling series with former broadcast journalist Nicole Ward, who has covered topics like a farmer's market that has embraced electronic commerce, as well as electronic payments at Grand Central.

The most recent Morning Brew segment, which posted September 18, has about 100 views as of September 24.

Stalzer says the first iteration of MasterCard's newsroom launched two years ago. The brand migrated all previous content from its joint newsroom and blog to the new sites.

"The blog is our opportunity to expand beyond our traditional audience of stakeholder influencers and engage consumers around cashless pioneers," Stalzer says. "Over the next few weeks, we'll expand on the notion of cashless pioneers...we have this idea of how do we connect further with consumers who are embracing [electronic payments] and we will be evolving and expanding."

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...