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Social Media Strategy for Bank

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ShalakaBhor
ShalakaBhor

The document describes an Olympics-themed marketing campaign run on Facebook by IDBI Bank to increase fan engagement. The campaign included a trivia game promoted through posts and targeted ads. Over its runtime, the campaign achieved over 31,000 clicks, 31,350 fans, and 3,522 plays, exceeding its goals. Additional promotional tactics like emails and banner ads helped increase participation over time. The document also provides an overview of IDBI Bank's social media strategy across Facebook and Twitter.

Business
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Campaign Objective To increase Fan engagement on IDBI Bank’s Facebook page
Approach To connect with our audience around the largest sporting event in the world.
The Idea The IDBI Bank Olympics Trivia on the Facebook
Defined Campaign Goals Total Clicks - 31,250 Estimated Fans - 15,625 Estimated Plays - 3,125 Planned
Campaign Architecture The IDBI Bank Olympia Trivia Facebook App Promotion on Facebook Becomes a FAN of IDBI Bank Fills in the form details Plays the time based Olympics Quiz Invites friends to participate Daily posts around Olympics.
Daily Increase in Fans  The first few days of the campaign was targeted to Non fans only.  To increase game plays the targeting was changed to Fans only from the 7th of Aug.  Post 9th of Aug the targeting was opened to all. - 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Clicks Fans
Creating Conversations Creating conversations around Olympics with a connect to the brand
People Talking About IDBI Bank Up by almost 50%
Campaign Optimisation and Additional Offerings Steps taken for optimizing. Daily campaign monitoring on Facebook. 1 mn free banner impressions on Zapak. EDM’s sent to Sawaal India Ka database.
Daily Registrations 41 56 56 37 161 124 125 98 93 245 318 449 380 636 365 338 0 100 200 300 400 500 600 700 28th Jul 29th Jul 30th Jul 31st Jul 1st Aug 2nd Aug 3rd Aug 4th Aug 5th Aug 6th Aug 7th Aug 8th Aug 9th Aug 10th Aug 11th Aug 12th Aug Daily Plays Daily Plays  Post 3 days, the campaign picked pace as users started sharing with friends.  The EDM’s sent to Sawaal India Ka database and the value add banners on Zapak spiked participation post the 8th of Aug.
Planned V/S Achieved Total Clicks - 31,250 Estimated Fans - 15,625 Estimated Plays - 3,125 Planned Achieved 31,683 31,350 3,522
IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
21 Open to anyone. Unrestricted Content + Topical nature. Time critical Information, opinion centric Highest PR sensitivity
Focus : Knowledge Bank and Consumer Outreach. Product and Brand Focus Followers – 12,765 Tweets – 1,911
 Sharing of Knowledge of Treasury and Economic Updates  Sharing of Press Release
 Product/offer and events Promotions  Connecting with Customer – Real Time
 Quick Complaints/Query Resolution  Wishing on Occasions, promoting over events of Social media Platforms (For e.g. Olympics quiz).
"Banking Quiz" contest was undertaken one question per hour was asked to the users, Users had to answer the quiz with the tag #idbiquiz total of 8 question was asked. Total participants were 48 followers. "Tweetmap" a quiz contest where questions were being put everyday from 03 Sept - 07 Sept. 2012. Users would have to reply using a hashtag to be mapped with their tweeting location on an application hosted on facebook.
 The quiz contest was successful as the Klout score increased to 77after the contest was conducted. A brand's Klout score on Twitter is a measure of influence on a scale of 1- 100. Klout is a tool that provides Twitter analytics to measure a user's influence across their social networks. The Klout Score measures influence on a scale of 1 to 100 based on cumulative participation  IDBI Bank was trending and featured in Top 5 most popular on Twitter India.  Total participants were 158 followers.
Social Media Strategy for Bank

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Social Media Strategy for Bank

  • 1.
  • 3.
  • 4. Campaign Objective To increase Fan engagement on IDBI Bank’s Facebook page
  • 5. Approach To connect with our audience around the largest sporting event in the world.
  • 6. The Idea The IDBI Bank Olympics Trivia on the Facebook
  • 7. Defined Campaign Goals Total Clicks - 31,250 Estimated Fans - 15,625 Estimated Plays - 3,125 Planned
  • 8. Campaign Architecture The IDBI Bank Olympia Trivia Facebook App Promotion on Facebook Becomes a FAN of IDBI Bank Fills in the form details Plays the time based Olympics Quiz Invites friends to participate Daily posts around Olympics.
  • 9. Daily Increase in Fans  The first few days of the campaign was targeted to Non fans only.  To increase game plays the targeting was changed to Fans only from the 7th of Aug.  Post 9th of Aug the targeting was opened to all. - 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Clicks Fans
  • 10. Creating Conversations Creating conversations around Olympics with a connect to the brand
  • 11. People Talking About IDBI Bank Up by almost 50%
  • 12. Campaign Optimisation and Additional Offerings Steps taken for optimizing. Daily campaign monitoring on Facebook. 1 mn free banner impressions on Zapak. EDM’s sent to Sawaal India Ka database.
  • 13. Daily Registrations 41 56 56 37 161 124 125 98 93 245 318 449 380 636 365 338 0 100 200 300 400 500 600 700 28th Jul 29th Jul 30th Jul 31st Jul 1st Aug 2nd Aug 3rd Aug 4th Aug 5th Aug 6th Aug 7th Aug 8th Aug 9th Aug 10th Aug 11th Aug 12th Aug Daily Plays Daily Plays  Post 3 days, the campaign picked pace as users started sharing with friends.  The EDM’s sent to Sawaal India Ka database and the value add banners on Zapak spiked participation post the 8th of Aug.
  • 14. Planned V/S Achieved Total Clicks - 31,250 Estimated Fans - 15,625 Estimated Plays - 3,125 Planned Achieved 31,683 31,350 3,522
  • 15. IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
  • 16. IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
  • 17. IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
  • 18. IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
  • 19. IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
  • 20. IDBI Bank on Facebook – Posts Strategy Monday Literacy Tuesday Tips Thursday Quotes Opinion Fridays Weekend Delights Product Wednesdays
  • 21. 21 Open to anyone. Unrestricted Content + Topical nature. Time critical Information, opinion centric Highest PR sensitivity
  • 22. Focus : Knowledge Bank and Consumer Outreach. Product and Brand Focus Followers – 12,765 Tweets – 1,911
  • 23.  Sharing of Knowledge of Treasury and Economic Updates  Sharing of Press Release
  • 24.  Product/offer and events Promotions  Connecting with Customer – Real Time
  • 25.  Quick Complaints/Query Resolution  Wishing on Occasions, promoting over events of Social media Platforms (For e.g. Olympics quiz).
  • 26. "Banking Quiz" contest was undertaken one question per hour was asked to the users, Users had to answer the quiz with the tag #idbiquiz total of 8 question was asked. Total participants were 48 followers. "Tweetmap" a quiz contest where questions were being put everyday from 03 Sept - 07 Sept. 2012. Users would have to reply using a hashtag to be mapped with their tweeting location on an application hosted on facebook.
  • 27.  The quiz contest was successful as the Klout score increased to 77after the contest was conducted. A brand's Klout score on Twitter is a measure of influence on a scale of 1- 100. Klout is a tool that provides Twitter analytics to measure a user's influence across their social networks. The Klout Score measures influence on a scale of 1 to 100 based on cumulative participation  IDBI Bank was trending and featured in Top 5 most popular on Twitter India.  Total participants were 158 followers.