A SNAPSHOT ANALYSIS OF

IRELAND’S SOCIALLY ENGAGED

BANKSSocial media has become an important way for banks to build

relationships with their customers and to reach a younger audience.

BOI AIB KBCRABO

DIRECT

fKey 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 Type273 interactions, 22% of all engagement

Best Perfomance: RaboDirect.ie231 interactions, 96% of all engagement

PHOTOSMost

Commonly

Posted19 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

135618 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