The UAE Banking Report 2013 - 2014

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The UAE Banking Report on Social Media 2013 - 2014 talks about the Social Media activity of banks in UAE. It examines practices and content shared by the Social Media accounts as well as sheds light on what are the most used platforms among the banks.

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The UAE Banking Report 2013 - 2014

  1. 1. THE UAE BANKING REPORT ON SOCIAL MEDIA 2013-2014
  2. 2. Ayman Itani Digital Strategist | Media Professor | Public Speaker aymanitani.com Joe Moufarrej CEO of Lava Brands lava-brands.com ABOUT THE AUTHORS THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
  3. 3. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 BACKGROUND AND METHODOLOGY
  4. 4. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 We studied 28 banks in the UAE Q3,Q4 2013 and Q1 of 2014. We also used data from April and May 2014 where applicable. We analyzed the content of more than 4,500 Social Media updates posted by the most active banks. As with any study done, there is a margin of error due to using publicly available data, public APIs, human error,… BACKGROUND AND METHODOLOGY
  5. 5. KEY FINDINGS THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
  6. 6. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 What we considered to be an“Active Bank”in this study is a bank with at least one Social Media account that posts updates on average at least once per day. ACTIVITY ON FACEBOOK, TWITTER
  7. 7. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 ACTIVE ON FACEBOOK LOW OR NO ACTIVITY ON FACEBOOK 43% 57% ACTIVE ON TWITTER ACTIVITY ON FACEBOOK ACTIVITY ON TWITTER LOW OR NO ACTIVITY ON TWITTER 39% 61%
  8. 8. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 NOT ON LINKEDIN HAVE ACCOUNTS ON LINKEDIN NOT ON INSTAGRAM HAVE ACCOUNTS ON INSTAGRAM 25% 75% ACTIVITY ON LINKEDIN BANKS ON LINKEDIN BANKS ON INSTAGRAM ACTIVITY ON INSTAGRAM 64% 36%
  9. 9. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 YEAR OF CREATING ACCOUNTS 2008 2009 2010 2011 2012 2013 2014 01 01 01 03 08 07 05 OPENING YEAR OF FACEBOOK ACCOUNT
  10. 10. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 OPENING YEAR OF TWITTER ACCOUNT YEAR OF CREATING ACCOUNTS 2008 2009 2010 2011 2012 2013 2014 0 02 0202 06 04 02
  11. 11. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 DATE OF INCREASE IN ACTIVITY Banks in the UAE have significantly grown their Social Media activity as of Q3 of 2013 and across different channels.
  12. 12. COMMUNITY SIZE The average community size as of May 2014 for the active banks is 101,991 on Facebook and 16,412 on Twitter. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
  13. 13. AVERAGE COMMUNITY SIZE ON FACEBOOK FOR ACTIVE BANKS 400 350 120,000 100,000 80,000 60,000 40,000 20,000 0 Q3 - 2013 Q4 - 2013 Q1 - 2014 MAY - 14 THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 COMMUNITY SIZE APRIL - 14
  14. 14. COMMUNITY SIZE AVERAGE COMMUNITY SIZE ON TWITTER FOR ACTIVE BANKS THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Q3 - 2013 Q4 - 2013 Q1 - 2014 APRIL - 14 MAY - 14
  15. 15. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 Active Banks in the UAE post on average 261 status up- dates per quarter on Facebook and 271 updates per quarter on Twitter. There are fluctuations based on season, competitions, promotions,… Banks have been active every day of the week on Facebook and Twitter. There is a slight drop of activity over the weekend; how- ever, they continue to remain active. LEVEL OF ACTIVITY
  16. 16. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 LinkedIn average community size is 13,570 followers and an average of FOUR posts per bank per month in 2014 . 10% of banks are taking advantage of Show- case Pages. Instagram average community size is 500 followers and an average of 12 posts per bank per month in 2014 ACTIVITY ON LINKEDIN AND INSTAGRAM
  17. 17. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 LEVEL OF ACTIVITY ACTIVITY OF BRAND FACEBOOK 400 350 300 250 200 150 100 50 0 Q3 - 2013 Q4 - 2013 Q1 - 2014
  18. 18. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 LEVEL OF ACTIVITY ACTIVITY OF BRAND TWITTER 400 350 300 250 200 150 100 50 0 Q3 - 2013 Q4 - 2013 Q1 - 2014
  19. 19. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 ACTIVITY ON LINKEDIN LINKEDIN AVERAGE NUMBER OF POSTS PER BANK PER MONTH (2014) 8 7 6 5 4 3 2 1 0 JANUARY FEBURARY MARCH APRIL MAY
  20. 20. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 ACTIVITY ON INSTAGRAM INSTAGRAM AVERAGE NUMBER OF POSTS PER BANK PER MONTH (2014) 40 35 30 25 20 15 10 5 0 JANUARY FEBURARY MARCH APRIL MAY
  21. 21. Observing the Growth Rate of the community size of the active banks, Q3 and Q4 of 2013 witnessed significant growth rates in the community. Q1 of 2014 didn’t see that growth. It is common that once a community size is built up to a certain level that the brand efforts then move towards increasing engagement levels. GROWTH RATE THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
  22. 22. TWITTERFACEBOOK 400 35 30 25 20 15 10 5 0 Q3 - 2013 Q4 - 2013 Q1 - 2014 APRIL - 14 MAY - 14 THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 GROWTH RATE OF COMMUNITY SIZE (%)
  23. 23. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 We analyzed the content of more than 4,500 Social Media status updates posted by the most active banks and found that 47% of the content falls under the category of “Marketing by Brand” while 37% is “Engaging Customers”. CONTENT ANALYSIS
  24. 24. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 KEY FINDINGS – CONTENT ANALYSIS MARKETING A BRAND/EVENT 46.89% ENGAGING CUSTOMERS 36.95% RECOGNIZING CUSTOMERS 6.10% POSTING A NOTIFICATION 2.29% PROMOTING HR ACTIVITIES 1.10% CROSS-MARKETING A BRAND 0.37% POSTING A CHEER 1.08% INTEGRATING TECHNOLOGIES 2.29% POSTING ABOUT A GENERAL EVENT 1.73% CUSTOMER SUPPORT 1.19% UAE BANKS ONLINE ACTIVITY
  25. 25. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 The category within“Marketing By Brand”that composes 64% of the marketing content is“Posts general product/- service marketing”. 22% of the marketing content is competition related MARKETING BY BRAND
  26. 26. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 POSTS GENERAL PRODUCT/SERVICE MARKETING 64.24% POSTS A STATEMENT“COMPETITION RELATED” 22.04% POSTS AN EVENT UPDATE 4.84% SHARES A LINK TO WEBSITE OR APP 3.74% UPLOADS EVENTS PHOTOS/VIDEOS 2.99% POSTS BANK NEWS 0.80% POSTS A STATEMENT“UPCOMING PROGRAM” 0.75% POSTS MEDIA RELATED TO A PRODUCT/SERVICE 0.45% POSTS CURRENT NUMBER OF FACEBOOK FANS 0.05% POSTS A STATEMENT“REWARDS CUSTOMER” 0.05% SHARES LINK TO WEBSITE OR APP 3.74% CATEGORIES OF MARKETING BY BRAND
  27. 27. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 CATEGORIES OF MARKETING BY BRAND The category within Marketing By Brand that composes most of the marketing content is“Posts general product/service marketing”.
  28. 28. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 CATEGORIES OF MARKETING BY BRAND For example: Our sincere thanks for voting for our [CardName] ! Your trust has helped us win the prestigious [AwardName] for [BankName] Card under the category of“XXX" ‫ﺍﺧﺗﺎﺭ‬‫ﺭﺑﻳﻊ‬‫ﺍﻟﺧﺩﻣﺔ‬ [ ‫ﺍﺳﻡ‬‫ﺍﻟﺑﻧﻙ‬ ] ‫ﻷﻧﻬﺎ‬‫ﺗﻌﺗﻣﺩ‬‫ﻋﻠﻰ‬‫ﻣﺑﺎﺩﺉ‬‫ﺍﻟﺷﺭﻳﻌﺔ‬ ‫ﺍﻹﺳﻼﻣﻳﺔ‬‫ﺍﻟﺗﻲ‬‫ﺗﺿﻣﻥ‬‫ﻟﻪ‬‫ﺍﻟﺷﻔﺎﻓﻳﺔ‬‫ﺍﻟﻛﺎﻣﻠﺔ‬‫ﻓﻲ‬‫ﻛﻝ‬‫ﺍﻷﻭﻗﺎﺕ‬ .
  29. 29. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 TACTFUL MARKETING APPROACH If we look closer at the“Posts general product/service marketing”category, we see that the brands are using a tactful method to promote its brand. The brand tackles a topic related to its industry or its audience in a way that appeals to a general audience and then finds a way to link it to its services.
  30. 30. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 TACTFUL MARKETING APPROACH For example, It's the weekend, it's time to go shopping! By using [BankName] credit card you can win back up to X%… [link] Experience the ultimate family holiday at [location]. Immerse yourself in adventure this summer, The exclusive Offer for [Type] Cardholders from AED […] * For more information – visit: [link] SALE SALE SALE! Catch the 3 days sale at @[Place] on Sheikh Zayed Road and get up to XX% off. [Link]
  31. 31. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 COMPETITIONS ON SOCIAL MEDIA 22% of the“Marketing by Brand”is competition related.
  32. 32. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 COMPETITIONS ON SOCIAL MEDIA For example, Which one of the following screens appears first when you access the [Bank Name] Mobile Banking App? If you know the answer, post it as a comment with hash tag #[QuizName] and stand a chance to win a [Prize]! Condi- tions Apply. Login to [Bank Name] Online or [Bank Name] Mobile and get a chance to win an AED […] mall voucher or AED […] cash back. Learn more: [link]
  33. 33. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 ENGAGING CUSTOMERS This is where the bank tries to be active with its audience, interacting with them, soliciting participations in competitions, general questions or statements that are of appeal to a wide range of audience,… ASKS CUSTOMERS QUESTIONS ASKS A CUSTOMERS TO LIKE/SHARE /TAG/VOTE HELPING CUSTOMERS POSTS A STATEMENT “COMPETITION RELATED” GENERAL KNOWLEDGE POSTS A STATEMENT “ENVIRONMENT FRIENDLY” POSTS A STATEMENT “REWARDS CUSTOMER” POSTS A STATEMENT “GOOD MORNING” POSTS A RELIGIOUS QUOTE REPLIES TO A COMMENT POSTS AN EVENT UPDATE POSTS A STATEMENT “FOOTBALL MATCH SCORE..” SHARES LIKES TO WEBSITE OR APP POSTS A STATEMENT “LIFESTYLE” POSTS GENERAL PRODUCT/ SERVICE MARKETING 51.23% 1.77% 1.52% 19.00% 15.39% 3.04% 2.03% 0.76% 0.76% 0.13%0.32% 0.06% 0.06% 2.79% 0.95%
  34. 34. ENGAGING CUSTOMERS For example, "The weekend is a great time to relax and spend some quality time with you loved ones. Tell us how you plan to unwind today!” “Don’t access banking services from public computers. Keep your identity safe.” THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
  35. 35. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 LANGUAGES USED POST LANGUAGES 70% 17% 13% AENGLISH ARABIC MIXED ARABIC & ENGLISH 70% of the status updates were in English while 17% were in Arabic. The remaining 13% were a mix of both Arabic and English in the same status update.
  36. 36. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 VIEWPOINT
  37. 37. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 VIEWPOINT We reached out to top executives in banks in the UAE and asked them if they would handle’their bank’s Social Media account to get closer to their customers and a good portion of them were eager to do so.
  38. 38. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 “YES. It is highly recommended for any member of a customer focused organization to be exposed to day to day interaction with customers - whether to spend a day in the branch, call center or at the social media 'command center'.” Petr Klimes Group Marketing Director VIEWPOINT
  39. 39. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 “YES. How else you can be put under pressure to see and feel reality? If I cared to know the truth, and get to the cracks of it nothing beats real time, honest, straight through feedback from the ones we need to care about. Yes it might be challenging, we might get defensive, but still, some learning will be there.” Mohamed Zaqout Group Head of Retails VIEWPOINT
  40. 40. GENERAL RECOMMENDATIONS THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
  41. 41. This study details the Social Media KPIs of the UAE banking industry and can act as a benchmark against the activity of banking brands and relevant other industries. For example, you can take a look at the average community size and see where you stand in comparison to it. GENERAL RECOMMENDATIONS THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
  42. 42. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 Content tactic that is working for brands is tackling a topic related to its industry or its audience in a way that appeals to a general audience and then finds a way to link it to its services. Efforts in that direction will continue to bear results; however, more emphasis in the content communication needs to be done on the Customer Support aspect as that is a recurring theme in user questions to the brand. GENERAL RECOMMENDATIONS
  43. 43. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 Regularly do Content Analysis on how people are interacting with your content and what they are posting on your wall in the direction adopted in this report. The results of this analysis will assist you in building more effective content calendars moving forward. GENERAL RECOMMENDATIONS
  44. 44. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 There is a need to continue to invest in Social Media ads to grow the community size and boost visibility of content to that community, especially with the decreasing reach of organic reach. GENERAL RECOMMENDATIONS
  45. 45. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 There is a communication opportunity via LinkedIn for communicating on a regular basis with all of these active professionals on LinkedIn. Moreover, only few banks are taking advantage of LinkedIn’s Showcase Pages to communicate relevant content with their different connected audiences. GENERAL RECOMMENDATIONS
  46. 46. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 Few of the banks are active on Instagram; however, you see that there is a recent effort in being more active on that platform. Instagram continues to grow in popularity and banks can be part of the discussion if they do it tactfully. GENERAL RECOMMENDATIONS
  47. 47. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 SCALE UP YOUR SOCIAL MEDIA EFFORTS (PROMO) Is your bank ready to scale up its Social Media rankings?   Contact for consultation to benchmark the Social Media activity of your bank versus the industry. We can help you revamp your channels, optimize your content, spark engagements with your audience, and grow conversions. hello@aymanitani.com +971529608685
  48. 48. THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014 DOWNLOAD FULL REPORT Full report can be downloaded from, http://bit.ly/uaebanks
  49. 49. Thank You

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