US Conventional banking - March 2015

PRESENTACIÓN JULIO 2014
Special Report
US Conventional Banking on
Social Media
March 2015

Target
The purpose of this report is to compare the global
social media profiles of the most successful
conventional banking in USA regarding their assets.
The report aims to analyse and identify their
strategies and actions regarding social media.
2

Analysed Conventional Banking USA
3

Top KPIs in the US Conventional Banking - March 2015
Industry
Unique
Audience:
1,565,137
Average # of
Posts:
114
Average
Engagement
Rate (ER) per
Post:
19
Industry
Unique
Audience:
66,497
Average # of
Posts:
10
Average
Engagement
Rate (ER) per
Post:
2,202
Industry
Unique
Audience:
4,239,195
Average # of
Posts:
16
Average
Engagement
Rate (ER) per
Post:
609
4

Top Conventional Banking in USA - Benchmark:
Source Alianzo Analytics
5

Facebook is the most important social network for the
US Conventional Banking's marketers
●
Morgan Stanley does not have a profile on Facebook.
AUDIENCE
●
Conventional Banks in USA bring together more than 4 million of unique users (among the top 10 banks).
●
Bank of America gathers 50% of the audience, making a big gap with respect to the other leading banks.
AWESOME, HALF OF THE MARKET!
●
There are not big results of duplicity audience in this industry. We can only mention that BNY Mellon that has a 2.44%
duplicity audience with BB&T (103 users).
CONTENT
●
Conventional Banks in USA are not very active on their profiles, with an average of less than 1 post/month.
FORTUNATELY, THERE ARE BANKS THAT POST MORE!
●
Bank of America stands out as the most active Conventional Bank with 3 times higher (50 posts/month) published
content than the average.
●
In general, Conventional Banks in USA talk about: projects of charity, education, environmental care and their
community (employees).
ENGAGEMENT
●
The average industry engagement is 8,862 interactions per month. This is the number of interactions that users
make per month.
●
Bank of America has 3 times more engagement than the average industry. GREAT JOB!
6

7
1
7
Which is the content of the 3 most popular banks in USA ?
Blog: talks about personal finance education,
managing personal finances and smart
financial decisions.
Customized hashtags:
#BetterMoneyHabits, #TravelTuesday,
#FinancialLiteracyMonth
Photos with quotations about social
issues and education, environmental care.
Other contents: finance news from other
webs, sports (golf, baseball), videos,
employees.
1 2
3 4
#Scammersneversleep, #SecureyourID,
#InTheKnow, #AppHappy
2
Videos: commercials (app), explanations of
financial concepts, social events (WF 2020
environmental commitment).
3
1
Blog: technology, enviromental care, their
foundation, etc.
Customized hashtags: #citi,
#ProgressMakers, #Pathways2Progress.
2
Other contents: photos with quotations from Harvard University's professors or
Citibank executives, press releases, Points Transfer program.
3
4
1 Several Blogs: history of the bank and their
community (employees). Real stories of their
employees, customers and communities.
Other contents: selling tickets for Baseball
matches using their debit card, curiosities about
finance, sponsorhip of caring events.

8
8
Non-profit events and education campaigns achieve the best result
of engagement
1. Bank of America (18,464 interactions)
3. Wells Fargo (6,497 interactions)
4. Citibank
(5,094 interactions)
2. PNC Bank

9
AUDIENCE
INTERACTIONS /
MONTH
INTERACTIONS /
CONTENT1º
2º
3º
CONTENT ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 US Conventional Banks on Facebook – March 2015
1º
2º
3º
9

10

Twitter is the social network where Conventional Banks in USA
are more active
11
AUDIENCE
●
Conventional Banks in USA have a unique audience of 1,565,137 unique users.
●
Citibank, Bank of America and Goldman Sachs bring together a 70% of the audience, concentrating almost
three quarters of the market. THESE BANKS RULE TWITTER!
CONTENT
●
The average content that Conventional Banks in USA post are almost 4 tweets per day.
●
U.S Bank is the most active bank with 249 tweets/month. 8 TWEETS PER DAY!
●
The most used content type is 'mentions' (42%).
●
The content on Twitter is similar to Facebook content (solidarity, education, tech, environmental care), but
also Conventional Banks talk about sports and finance information of the company.
ENGAGEMENT
●
The average engagement generated per month in this industry is 1,725 interactions/month.
●
Bank of America has the highest engagement per month (5,023 interactions/month), they are also the
ones that publish more. HARD WORKING HAS A REWARD!

12
12
1
The same content as on Facebook: blog,
photos with quotations.
#CitiMobileChallenge, #CitiHomeRuns,
#FinTechs
1 2
#BNEFSummit, #WIB2015, #BofA
2
Videos: short videos using Vine, Google
talks featurig tips for small business.
3
1
1
Photos of experts giving speeches about
financial issues and Charity Events (Everest
in the Alps). News about the bank.
#GSAnnual2014, #TalksatGS,
#GSEngineering
2
Videos: CEO message to the customers,
interviews
3 4 Other contents: finance news from other
webs, infographics of market research,
retweets of positive content.
3 4 Other contents: retweets of positive
comments, news about other business and
entrepreneurship webs and baseball, financial
documents.
Videos: investments renovation of cities
(Detroit, Chicago), events sponsored by Citi.
The same content as on Facebook: blog,
photos with quotations, infographics about
enviromental care, etc.
4 Other contents: retweets of positive mentions,
energy events , news about finance and
technology from other webs.

13
Insights of different issues (tech, finance, energy) and
photos of sports events get the best engagement result
13
1. Goldman Sachs
3. BNY Mellon
4. Wells Fargo
(474 interactions)
2. Bank of America

14
AUDIENCE
INTERACTIONS /
MONTH
INTERACTIONS /
CONTENT
14
1º
2º
3º
CONTENT ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 US Conventional Banks on Twitter – March 2015
1º
2º
3º

15

Youtube generates the highest engagement on the
Conventional Banking Industry in USA
16
AUDIENCE
●
The unique audience that Conventional Banks in the USA reach is 66,497 unique users.
●
Wells Fargo and Bank of America are the brands that bring together the biggest audience with a 58% of the
total market. GOOD NEWS FOR THEM!
CONTENT
●
The total average content generated per month on YouTube are 10 videos. FANTASTIC!
●
The leading Conventional Bank in USA that uploads more videos is Wells Fargo, with 51 videos.
●
In general, US Conventional Banks video content includes: commercials, sponsored events (charity,
sports, investment) , financial tips, speeches from experts forecasting market movements.
ENGAGEMENT
●
The average content engagement is 88,107 interactions per month. This data indicates interactions made by
users with content posted by Conventional Banks in USA. AMAZING!
●
Wells Fargo gets the highest engagement with 823,521 interactions per month.
PLEASE, TELL US YOUR TRICK!

17
17
1
Explanations of their financial products and
services in English and in Spanish.
1 2
Education campaign: teachers teaching for
free (world-class education for everyone).
2Tips for small businesses and young
people about financial concepts.
Blog: Better Money Habits
3
1
1
Interviews about industry trends (clean
energy, interconnected markets) and panel
discussions (Talks@GS).
Macroeconomic insights and speeches
from filmakers.
2
4 Sports: golf, people preparing Special
Olimpic Games.
CEO message (annual report of the bank).
3 4
Education events: Miami Graduation
Highlights.
Charity events and commitment with
technology innovation.
3 4
Tips about financial health with helpful
money tips and market forecasts.
Commercials of their financial products and
services.

18
Commercials and speeches about finances were the
most viewed videos
18
1. Wells Fargo (304,962 views) 2. Bank of America (36,265 views)
3. PNC (12,276 views) 4. Goldman Sachs (1,113 views)

19
AUDIENCE
INTERACTIONS /
MONTH
INTERACTIONS /
CONTENT
19
1º
2º
3º
CONTENT ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 US Conventional Banks on YouTube – March 2015
1º
2º
3º

20
Alianzo Rank – Conventional Banking in USA
20
96 X X X X X X X X X X
95 X X X X X X X X X X
93 X X X X X X X X
89 X X X X X X X X
89 X X X X X X X X
88 X X X X X X X
87 X X X X X X X
84 X X X X X X X X X
84 X X X X X X X
84 X X X X X X
**Alianzo Rank values go from 0 to 100, and take into account the sum of the punctuation
obtained for each social network (fans, interactions, content etc.). This figure is weighted by the
importance given by Alianzo to each social media.

21
●
Facebook is the most important social network for Conventional Banks in USA because of its audience.
●
Conventional Banks in USA brings together more than 4 million of unique users.
●
Bank of America gathers 50% of the audience, making a big gap with respect to the other leading banks.
●
In general, Conventional Banks in USA talk about: charity projects, education and their community (employees).
●
Twitter is the social network where Conventional Banks in USA publish the most. U.S Band is the most active company,
publishing 249 tweets per month.
●
Citibank, Bank of America and Goldman Sachs bring together a 70% of the audience
●
Bank of America is the one with the best engagement result per month.
●
The content on Twitter is similar to the content on Facebook, but Conventional Banks also talk about sports and
corporative financial information.
●
Youtube generates the best engagement in the Conventional Banking Industry in USA.
●
Wells Fargo was the one that more videos uploaded (51 videos) and the one who achieved the best engagement result.
●
The main published content includes: commercials, sponsored events (charity, sports, investment) , financial tips,
speeches from experts about market forecasts.
Conclusions
21

22
GOOD PRACTICES
Conventional Banks in USA use YouTube frequently to
show their projects and financial information. In general,
they upload more videos than other industries.
Having blogs and other bank-related pages conform a
good strategy for their content strategy . These actions
and Google+ can also help their SEO (in general, the
majority uses it).
Some Conventional Banks in USA such as Wells Fargo,
Citibank and BNY Mellon use Instagram and/or
Pinterest for their social media strategy.
J.P. Morgan Chase uses Twitter Cards. This is a good
way to promote your products or services.
*Mistery Shopper: in general, the majority of the
Conventional Banks anwered our enquiries or comments.
Many banks have other profiles on Twitter exclusively
for customer care (Citibank, Bank of America, Wells
Fargo, U.S Bank, PNC Bank and BB&T).
22
BAD PRACTICES
Morgan Stanley does not have a profile on Facebook, the
place where most of the audience is.
Goldman Sachs does not post any content in their
Facebook profile.

23
METHODOLOGY
Analysed Period: From 03/16/2015 to 04/16/2015 (1 month)
Criteria: The analysed profiles have been those that refer to a specific country, in this case, USA. The banks selected
are those that have any of the main social networks analysed (Facebook, Twitter or YouTube).
Mistery Shopper: We have analysed the degree of real interaction between Conventional Banks in the USA and their
customers/followers. We have used real profiles on various social networks (Facebook or Twitter).
Sources
- http://www.economipedia.com/finanzas/bancos-mas-grandes-del-mundo-2014.html
- http://www.accuity.com/useful-links/bank-rankings/
- www.alianzo.com
●
'Alianzo Rank'
●
'Alianzo Analytics'
23
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24
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US Conventional banking - March 2015

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