This document summarizes a social media listening study of conversations about three Costa Rican banks (BAC, Banco Nacional, and Banco Popular) on platforms like Twitter and Facebook from April 2016. It finds that while the banks did not respond to requests for recommendations on Facebook, Banco Nacional responded fastest on Twitter at 5 minutes. It also observes that people share banking experiences online that influence others and that online service quality reflects overall customer service. The document promotes a company called Plugin that offers social listening, communications, and media buying services to understand online conversations and influence them.

1. Sample summary of Social Listening
Case: Social Conversation of Banks in Costa Rica
BAC, Banco Nacional and Banco Popular
April, 2016

3. *insert your KPI.
*

4. Social Media and the internet are a new space
where people have conversations about
things that matter to them.
People go to the internet to find information,
interact and share content. They do this to
take actions.
The customer journey has changed.
How does this affect you an what should we
do about it?

5. Mobile Strategy goes first.

6. Can we know what they are talking about on
the public internet and on private social
networks, like Twitter and Facebook?
Yes.
Is there a way to read the minds of the people
that matter to you?

7. What we do at Plugin is use digital
infrastructure to help companies discover the
conversations, the people and the trends
impacting their business.

8. After listening and analyzing, we help
companies create effective communication
strategies:
What does an effective communication
strategy do?
- Get the right message, to the right audience
at the right time and at the right place
(channel)
- Listen, engage, measure what spreads,
repeat.
- Consistently get results.

9. Mentions about Banco Nacional on the
internet
January-April 2016

10. +
Let’s see one example of how data can inform
our strategy:
How does this work?
Listen to the conversation that your
influencers are having and then plan a
campaign using their concerns and their
language in order create more impact.

11. 1. Identify Influencers and quantify their
influence and outreach.

12. Understand who they are and what they care
about.

13. Gender split and top interests of your
audiences

14. Topic comparison and frequency of mentions
by Gender.

15. 2. Listen to what they are saying, how they are
talking and who they are talking to.
Use metrics to understand their impact.

16. 2. Understand what resonates with your
audience.

17. Sentiment analysis of mentions

18. Lets dig deeper: I personally asked for
recommendations for banks.
This is what happened on April 15th at 12:03
pm.

20. After two hours on Facebook:
- No response from banks mentioned or any
other bank.
- 50+ recommendations and horror stories
from friends.

23. After two hours:
- No response from banks mentioned or any
other bank.
- 50+ recommendations and horror stories
from friends.

25. After two hours:
- No response from banks mentioned or any
other bank.
- 50+ recommendations and horror stories
from friends.

27. After two hours:
- No response from banks mentioned or any
other bank.
- 50+ recommendations and horror stories
from friends.
Some funny ones.

28. Private chat recommendations

29. After two hours on TWITTER:
- Banco Nacional response: 5 minutes.
- BAC San José response: 16 minutes.
- Banco Popular did not respond, even after
targeting their account that creates a
notifications to the Community Manager.
- No response from any other Bank.

32. 1
Some observations:
- People share their experiences with banks
online and they influence the decisions of
others.
- The quality of online service is a proxy for the
overall quality of service of banks offline and via
telephone.
- In the segment that we analysed (journalist and
academics) people recommend using different
banks for different services.

33. Plugin: what we do
▪ Digital preparedness: 24/7 Real Time Social Listening and Analytics:
Take the pulse of the region online to act and react fast on the issues that
matter the most to specific groups.
▪ Specialised digital communications, PR and influencer infrastructure:
Understand how a message spreads and who makes it spread. Coordinate
efficiently all your communication and PR efforts and engage deeply at scale
with all of the stakeholders.
▪ Centralised Media Buying capabilities using Facebook API: Reach people
hyper locally, with target custom messages to micro segments and dominate
the conversation.
▪ Ad hoc solutions: Research, technology, digital media, data, education &
training services.
▪ Empower your people with the power of listening: Build the capacity of
your team through practical training and joint work with Plugin’s experienced
digital social listeners, campaigners and technologists. (Spanish and English.
Portuguese soon).
▪ Leverage our global digital experience: Access the experience of over 6
years working in 12 countries and 3 continents.

34. To get full access of this study
you can contact Roberto Echeverría
recheverria@plugin.cr
+506 70220469