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- 1. Digital Strategy for HSBC Peter Lynch A46998899
- 2. Target Market • Between 23-37 • Get millennials banking with HSBC • Digital fresh spin on banking
- 3. “Make Banking Simple Again” • Informational videos that will teach individuals how to… 1. Bank properly 2. Save money when possible 3. Invest safely 4. Help predict market trends
- 4. “Make Banking Simple Again” • Promotional Sweepstakes 1. Individuals who have opened a checking or savings account in the last 4 months are automatically entering into the drawing. 2. The prize is a fully paid for vacation to the Bahamas for the account holder and one guest.
- 5. Social Media Marketing • Promote this campaign on… 1. Facebook 2. Twitter 3. LinkedIn 4. HSBC’s website
- 6. Mobile Web Design Improvements • Improve mobile website’s… 1. Formatting 2. Capabilities 3. Clutter on page 4. Fit to screen HSBC should make their mobile website look exactly like their mobile app. Mobile Website Mobile App
- 7. Search Engine Optimization Improvement 1. On Page SEO • Content- is useful and published frequently • Formatting- all pages have proper headings and spacing. 2. Off Page SEO • Coding- make it easy on the search engines and have a great Meta description 3. Overall goals • Drive traffic • Keep bounce rate low
- 9. Metrics • To determine success we will use… 1. Google Analytics 2. Sign up rates
- 10. Financial Analysis Good or Service Price Creation of 6 months worth of informational banking videos (Big Idea) $6000 Sweepstakes Prize (Bahamas) $3000 Money allocated to SEO and mobile web design efforts $4000 Total Digital Strategy Expenses $13,000 Promotion Total Cost
Editor's Notes
- Hello everyone my name is Peter Lynch and the company I chose this semester is HSBC.
- The selected target audience is between the ages of 23 and 37. This age group coincides with the success of my big idea and gives HSBC a digital fresh spin on the banking industry.
- The name of my big idea is “Make Banking Simple Again”. I came up with this slogan because I wanted something that would tell people that there are people and resources that can make banking much less of a hassle. The first part of my big idea is to have informational videos available on HSBC’s website only available to HSBC customers that will aid in facets of banking and touch on investing as well.
- Another aspect is a promotional sweepstake with the grand prize being a fully paid for vacation to the Bahamas for the winning account holder and one guest. This would create a buzz and is an added incentive due to the fact that once you create an account with HSBC you are automatically entered into the drawing.
- When thinking about advertising efforts I wanted to keep it in-house and post information about this campaign on HSBC’s social media platforms and their main site to save capital but to also boost brand awareness.
- Another aspect of my digital strategy would be to clean up HSBC’s mobile website. Currently, the website is text heavy and is overwhelming. The page is cluttered and presents too much information. To fix this problem HSBC should format their mobile site similar to their mobile app because the mobile app is well put together and concise.
- Continuing with my plan I intend to mend some SEO issues and try and make HSBC one of the top links with searching key words like “Banking” and “Global Banking”. To do this they should update their website more often and have better Meta descriptions, which are the text underneath a link that describes what the company does and tries to draw interest from the reader.
- My plan for implementation would be to have the plan start on January 5th, 2016. The videos will continue once a week for six months ending on June 28th, 2016. On the June 28th, the winner of the sweepstake will be announced.
- To measure the success of the strategy we would put all of our social media platforms and main website into Google Analytics to be able to see have many people are looking at out sites, where they are in the world, what type of medium they are using, and how to effectively reach them. We will also keep logs of home many people have signed up with HSBC while the campaign is running.
- When looking at the financials behind this plan one must consider the costs of the creation of the informative videos. This will cost $250 per video and will air for 6 months at the pace of one video per week. Costing a total of $6,000. This will cover the cost to make the video and pay the professional to sit down and share his knowledge. Next the promotional sweepstakes will cost $3,000. The average cost is around $1,500. The money allocated to SEO and the redesign of the website will cost the company $4,000. Due to the fact that the mobile app already has the desired constructed format, we will be able to save the company money compared to the normal costs of reconstructing a website.