Capital One launched an exclusive presale ticket opportunity for its cardholders to the 2016 iHeart Radio Music Awards on Facebook. The document recommends Capital One hold a sweepstakes on Facebook giving cardholders a chance to win backstage access to a July 4th music festival in Nashville. It also suggests Capital One do an athlete of the week poll and Q&A on Twitter, an Instagram photo contest to win concert tickets, offer rewards for surveys on LinkedIn, and create humorous YouTube videos and TV ads featuring more actors to attract wider audiences. The final paragraph notes publicizing Capital One's community involvement efforts could attract a larger audience.
3. CHANGING THE FACE(BOOK)
OF BANKING
In February, 2016, Capital One launched an exclusive chance
for its cardholders to buy presale tickets to the 2016 iHeart
Radio Music Awards.
- Using Facebook for more exclusive
Capital One® cardholder
opportunities would be smart for
their brand.
- Users typically pay more attention
to posts with descriptions and links
attached on Facebook more so than
on other forms of social media.
4. CHANGING THE FACE(BOOK)
OF BANKING
What’s next?
With Summer 2016 around the corner, Capital One®
should hold an exclusive sweepstakes giving
cardholders a chance to win backstage access to the
2016 Music City July 4th Celebration in Nashville, TN
on their Facebook.
Performers include Sheryl Crow, Maddie & Tae, Erin
McCarley, Andrew Combs, Ruby Amanfu, and the Nashville
Symphony Orchestra.
5. @CAPITALONE:
#CAPITALONEQ&A
- Capital One® Twitter followers seem most attracted to the brand’s
association with sports and performers.
- Recent hashtags throughout NCAA’s #MarchMadness, including
#RoadToOne, engaged the brand’s audience and was a huge success.
What’s next?
@CapitalOne’s #AthleteOfTheWeek #CapitalOneQ&A:
- To actively engage its followers, Capital One® should make a poll
each week on its Twitter to vote on an athlete of the week that the
brand will have access to.
- Whichever athlete wins will take over the Capital One® Twitter
account for a designated time and host a virtual Q&A.
6. @CAPITALONE:
#NOFILTER
- Instagram is a hotspot for users to feel connected to
celebrities, style icons, brands, etc.
- Capital One’s Instagram followers seem to be most
attracted to their content featuring concerts and
musicians.
What’s next?
Host an Instagram contest to win two tickets to a concert at
Madison Square Garden in NYC:
- Must follow @CapitalOne on Instagram, post a photo
with the hashtag #TakeMeToMSG and tag @CapitalOne
to win.
7. JOIN THE CAPITAL ONE
NETWORK
- With LinkedIn’s reputation of being a more professional and mature social
media platform, it has a very distinct audience.
- By embracing this reputation and therefore audience, Capital One’s LinkedIn
account can provide more specific content.
What’s next?
- Capital One® should offer rewards to its
cardholders for participating in surveys
posted on their LinkedIn account.
- The surveys would be about financial use
and based on demographics and
psychographics to further help the brand
understand its audience and help
provide the best and most relevant
financial advice and services to them.
8. YOUTU(BE) CAN TRAVEL WITH
CAPITAL ONE
The most popular videos featured on the Capital One® YouTube are the
advertisements hosted by Jennifer Garner and Samuel L. Jackson and
typically have something to do with travel benefits for its cardholders.
These videos are also the advertisements aired on Television.
What’s next?
It’s proven that American’s value
entertainment. If Capital One® can
incorporate humor into new YouTube
videos and TV ads featuring more
actors and comedians doing short
skits and commercials, they would pull
in interest from a larger audience
while entertaining.
9. Another great way for Capital One® to attract more
attention successfully on social media would be to
include some of the causes they support and ways to
get involved. Many people value helping in their
communities, and I believe if Capital One’s efforts
were more publicized, they would attract a much
larger audience.
