Bank social media
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- The document analyzes social media usage and strategies of popular banks. It finds that Facebook is the most popular platform, with LinkedIn second due to job postings. - Engagement rates are higher when posts focus on the community rather than the bank itself. Stories from a person's point of view perform better than those directly from the bank. - Real-time customer service, community campaigns, and tips/advice are recommended content strategies. Showcasing community involvement and local stories can help humanize the brand.
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Bank social media
- 2. Which are the most popular banks in Social Media?
- 3. Brand 2 leads in Social Media fans, followed by Brand 3 Google+ LinkedIn Pinterest Youtube Instagram Twitter Facebook 468k 23% 283k 14% 274k 14% 808k 40% 94k 5% 68k 3% Source: Internal research, 16th July 2015
- 4. Predictably, Facebook is the most popular SM platform. Surprisingly, LinkedIn is the second by posting jobs. 62%11% 1% 25% 1% Source: Internal research, 303Lowe Sydney, 16th July 2015 0’01%
- 5. Twitter shares the same content intercalating financial advise and/or re-tweets + Re-tweets+ Financial advise
- 7. Focusing on the Community, but you have to do it right # of posts focused on Bank / Finance # of posts focused on the Community Engagement Rate Source: Internal research, 16th July 2015 + - Engagement Rate = Total interaction on last 10 Facebook posts / Total Facebook followers FACEBOOK CONTENT STRATEGY MATRIX 5% E.R. 4.6% E.R. 0.8% E.R. 0.6% E.R.
- 8. Focusing on community stories from the POV of their people
- 9. People POV Bank POV Local stories of entrepreneurs Empowering communities through campaigns and events What Westpac does for the community Personal & financial tips +4% E.R. -1% E.R. Engagement Rate = Total interaction on last 20 Facebook posts / Total Facebook followers
- 10. Source: Internal research,16th July 2015 B.E = Brand Engagement = % of total engagement of a brand from the last 20 posts What Westpac does for the community Personal & financial tips Client Stories 65% of B.E. Conversations 30% of B.E. . Activities (contest) 40% of B.E. Community campaign 20% of B.E. Community campaign 65% of B.E. Financial tips 20% of B.E. Conversation 60% of B.E. Product description 30% of brand engagement Local stories of entrepreneurs Empowering communities through campaigns and events
- 11. Catchy text & good photography helps
- 12. What can we do other than ‘talk’?
- 13. Provide real-time service extending our client service capabilities on Facebook & Twitter. Tag the user When possible answer, don’t re-direct Sign the answer Be colloquial, but not too much Provide House rules
- 14. Showcase our Community campaigns providing visibility of our Bank brand Community Foundation Projects, Sponsorships & Marquees. 21% of Brand Engagement 65% of Brand Engagement Brand Engagement = % of total engagement of a brand from the last 10 posts
- 15. Bank brand in Social Media Engaging conversation SOCIAL CONTENTUSEFUL CONTENT Real-time service Community campaigns
- 16. Simple & visual tips hosted in a new section in our Web to help SEO. Be visually coherent Avoid generic images 4% of Brand Engagement Brand Engagement = % of total engagement of a brand from the last 10 posts 7% of Brand Engagement 2% of Brand Engagement
- 17. Bank brand in Social Media SOCIAL CONTENTUSEFUL CONTENT Simple & visual tips Engaging conversation Community campaignsReal-time service
- 18. Bank brand in Social Media SOCIAL CONTENTUSEFUL CONTENT Simple & visual tips Real-time service Job Offers Engaging conversation Community campaigns
- 19. How can we communicate in Social media?
- 20. What is our Brand positioning?
- 22. We understand diverse individual dreams (much better than the big banks)
- 23. Independently of our background, we feel normal when we see ourselves reflected in others.
- 24. To have a broader view of what’s normal, we’ll share stories that come from the most diverse ‘social tribes’ (reflecting Bank brand’s flexibility)
- 25. Social tribe stories: We understand & empower any kind of dream (much better than the big banks)
- 26. SOCIAL TRIBE STORIES Celebration of local commerce special dates SOCIAL CONTENTUSEFUL CONTENT SMB oriented tips Authentic client service SMB & ST community campaigns Promote SMB Job Offers Personal stories of ‘Social tribes’