1. A SNAPSHOT ANALYSIS OF
IRELAND’S SOCIALLY ENGAGED
BANKS
Social media has become an important way for banks to build
relationships with their customers and to reach a younger audience.
BOI AIB KBC
RABO
DIRECT
f
Key Takeaways (analysis 18.04.2014 – 02.05.2014) Bank of Ireland, AIB, KBC Bank
and Rabodirect.ie are all on facebook Permanent TSB and Ulster Bank have a
facebook page but are not using Banks are delivering customer service through
Facebook, responding to comments and wall posts and engaging with
customers typically between 8am and 8pm, Monday-Friday.
5982 39629* 4384 9616
248 429 662 18
Pages Likes
6% 16% 58% 19%
0.5 1.1 0.1 0.5
8 7 63 38
1 5 36 8
3 1 7 15
FAN PAGE COMPARISON
BRAND POST TOTAL ENGAGEMENT ON BRAND POST
MOST
ENGAGING
POST
From 4/22/14 by KBC Bank Ireland
If you had €250 what would you save to wards?
We want to hear your wonderful, imaginative a...
411 interactions, 96% of brand total for the day
From 4/29/14 by KBC
Bank Ireland
Here's another Bright
Idea. The deadline for
your Bright Ideas
submissions has been
extend...
149 interactions, 56% of
brand total for the day
From 5/2/14 by RaboDirect.ie
Fancy hanging out with Ronan O'Gara & Isa Nacewa at the RaboDirectPRO12..
231 interactions, 100% of brand total for the day
58%
Highest
Response
Rate
Ask AIB
Average
Response
Rate
All Brands
LINKSMost Engaging Content Type
273 interactions, 22% of all engagement
Best Perfomance: RaboDirect.ie
231 interactions, 96% of all engagement
PHOTOSMost
Commonly
Posted
19 post
61% all the post
91%
COMPETITIVE LEADERBOARD
ENGAGEMENT
1263
82 Bank of Ireland
736 KBC
KBC posts more often than average. Content
is mostly photos and links.
PAGE FANS
60K
4384 KBC
40K AIB
Ask AIB has 30k (313%) more fans than the
next best brand RaboDirect.ie
PEOPLE TALKING ABOUT THIS
1356
18 RaboDirect.ie
662 KBC
RaboDirect has a 50% share of PTAT compared
to a 30% share for the next best brand Ask AIB.
BRAND POST
31
2 RaboDirect.ie
15 AIB
Ask AIB sends about 1.1 post per day and gets
an average of 14 interactions per post.
All accounts Lowest Account Leading Account
PTAT**
Brand Post Per Day
Relative Share
Engagement
Likes Per Post
Comments Per Post
Shares Per Post
Ask AIB page have notice in small writing top left hand side quoting "some users may have received a benefit for liking this page as part of a
promotion". As Ask AIB have disproportionate "like" count we can only speculate that this no. of likes is significantly inflated by the benefit.
**PTAT: People Talking About This