social media in the banking industry

Social Media in the Banking Industry

SOUTH AFRICA | KENYA | NIGERIA

2016

CONTENTS

1

2

3

4

11

18

25

27

Introduction

Banks Reviewed in this Report

In Country Industry Overview

South Africa

Kenya

Nigeria

Social Media Overview

About Ornico- Standard Bank

- Co-operative Bank of Kenya

- First Bank Nigeria

- ABSA

- Kenya Commercial Bank

- Access Bank

- FNB

- Equity Bank

- Diamond Bank

- Capitec

- Barclays Bank Kenya

- GT Bank

- Nedbank

- Chase Bank

- UBA Group

1

The social media data analysed in this report measures

some key growth metrics for banking brands in Kenya,

Nigeria and South Africa. Ornico’s social media tools and

analysis methodology were utilised to glean some of the most important insights about the banking industry in

Kenya, Nigeria and South Africa, their social media usage

and interaction – as well as some key content drivers.

The report provides a high level view of the social media performance of the fastest growing banks and what leads

to their growth. The report also zooms in on metrics such

as Response times, Sentiment, Reach and Engagement.

It provides a summary of useful industry data as a benchmark for banks in these African countries. It

further covers a wide array of content by the banks and audience commentary. The purpose of this report

is to juxtapose the Kenyan, Nigerian and South African

banks and to uncover any similarities or differences in the key issues and narratives of each country.

Banking and Social Media in AfricaA social media report

1 February 2016 to 20 February 2015

2

South Africa Kenya Nigeria

Standard Bank Co-operative Bank of Kenya First Bank of Nigeria

Absa Kenya Commercial Bank Access Bank

FNB Equity Bank Diamond Bank

Capitec Barclays Bank Kenya GT Bank

Nedbank Chase Bank UBA Group

Overview of banks reviewed in this report

The social media report focuses on the banks and countries listed below.

In Country Industry Overview

3

4SOUTH AFRIC A

KEY ISSUES

Banking Costs

The leading issue was bank charges, the cost of debit orders across

all banks as well as other banking costs such as buying airtime and receiving revenue from foreign deposits being perceived as too high.

Service

Service was the second most prevalent topic which also lead to discussions on technology as an extension of customer service. This included ABSA’s new predictive alert service that notifies customers of potential shortfalls in their bank accounts. The leading theme about service delivery involving complaints was the attitude of employees towards customers, slow service and a general consensus (mostly on Twitter) of poor service delivery across all banks.

Card Fraud

The specific period also featured a series of warning messages of card theft and cloning at ATMs which seemed more prevalent among FNB account holders.

SENTIMENT

POTENTIAL REACH AND VOLUME

SOCIAL PLATFORM METRICS

Positive

Neutral

Negative

Standard Bank

ABSA

FNB

Capitec

Nedbank

100%0

39.1%

26.5%

35.5%

37%

6.4%

39.7%

36.6%

50%

45.9%

43.2%

21.2%

36.6%

14.5%

17.1%

20.3%

BANK REACH VOLUME

Standard Bank 22 810 617 3 745

ABSA 112 875 537 8 033

FNB 196 739 225 7 368

Capitec 6 825 444 1 896

Nedbank 61 613 475 4 481

BANK FACEBOOK PAGE LIKES

TWITTER FOLLOWERS

INSTAGRAM FOLLOWERS

YOUTUBE CHANNEL VIEWS

Standard Bank 198 300 69 700 2 400 2 000 000

ABSA 219 500 50 300 501 2 900 000

FNB 769 100 110 400 2 700 2 400 000

Capitec 187 000 30 200 - 1 400 000

Nedbank 144 200 68 300 4 300 2 100 000

OVERVIE

W

Standard Bank

Facebook Response Time

TwitterResponse Time

302.6 min 178.1 min

ABSA 398.8 min 286.3 min

FNB 73.5 min 61 min

Capitec

Nedbank

416.6 min

300.2 min

323.8 min

177.9 min

ONLINE RESPONSE TIMES

5

6

100 150 200 250 300 350 400500

sbchillzone

standardbank

jobs

bank

graduate

wpn2016

ubuntuawards

tanzania

dpa

lionessleanin

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW

TWITTER PLATFORM USER BREAKDOWN

TOP

INFLU

ENC

ERS

43.3%

17.7%

13.9%

4.3%

3.8%

3.7%3.5%

3.5%3.4% 2.9%

Twitter for Android

Twitter for iPhone

Twitter Web Client

Twitter for BlackBerry

Facebook

Twitterfeed

Twitter for iPad

Mobile Web (M2)

TweetDeck

Dlvr.it

MOST MENTIONED TWEETERS

MENTIONS MOST ACTIVE TWEETERS

TWEETS

hiltontarrant 473 Tidimellow 54

standardbankza 289 StandardBankZA 49

chynamandj 167 connie_smashs 35

rochemamabolo 106 T_Do_ 33

sb_bizconnect 87 aliporsheikh 32

standardbank 69 BOHKING 26

svillage 68 Entrepreneur_SA 16

bria_gumede 41 mbajobs_africa 15

entrepreneur_sa 39 AKM053 15

greenitweb 90 chan_Nav 14

200 300 400 500 6001000

absaprem

kcexcel

absa

ssdiski

laplata

kickoff

upsrc_r10mgame

8daysofcourage

dsia

fintech

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Twitter Web Client

Lithium Social Web


Facebook

Twitterfeed

Mobile Web (M2)

TweetDeck

Twitter for Windows Phones

35.5%

17.6%16.2%

12.7%

4.2%4.4%

2%2.8%

2.2% 2.4%



TWEETS

absa 1 353 Absa 929

kaizerchiefs 385 Hey_Absa 122

hiltontarrant 236 absa_lon 85

lorenzo_gordi 187 Absa_abs 82

soccer_laduma 175 Stfu_absa 62

capeepic 170 Man_Absa 58

willardkatsande 160 Soccer_Laduma 58

supersporttv 128 MrBadDragon 41

fnbsa 85 Grupo_ABSA 37

kickoffmagazine 77 iamtaribowest 35

7

40 60 80 100200

fnbdusi

playerthatrocks

rugbythatrocks

fnb

nmmuvsmatties

ct12run

pinkshorts

backyourboytjies

helpinghand

willyourespond

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

SMC RBJacobs

Twitter for Android

Twitter for iPhone

Twitter Client Web

Twitter for BlackBerry®


Twitter for iPad

Mobile Web (M2)

TweetDeck


43.8%

21.4%

16.1%

11.3%

2.3% 0.9%0.9%

0.9%1.2%

1.1%



TWEETS

rbjacobs 2 570 Rbjacobs 3 072

fnbsa 1 622 chan_Nav 66

dusicanoe 301 DusiCanoe 49

varsitycup 112 FNBSA 25

absa 100 genevievedoull 23

standardbankza 87 boogymaboi 22

capitecbanksa 66 ReefilweSA 22

andybirkett1 60 sphidiva 21

andile_khumalo 59 jughead_dave 17

lance_kime 55 varsitycup 16

8

20 30 40 50 60 70 80 90100

capitec

savemoney

sonadebate

icantbewithsomeone

capitecbank

studentspend

organizers

shopstewards

fnb

organize

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

48%

15.3%

12.7%

8.1%

3%1.1%

4.4%3.7% 2.1%

1.6%

Twitter for Android

Twitter for iPhone

Twitter Web Client



Twitter for iPad

Mobile Web (M2)


Conversocial

TrendieZA



TWEETS

hiltontarrant 188 CapitecBankSA 38

capitecbanksa 108 TrendieZA 27

uraniisitnikov2 62 chan_Nav 15

junbugstone 40 vho_stxvxx 14

vho_stxvxx 40 Rock2Goddess 11

caseywaves 39 ManRichD 11

murendi 37 theo_taylor1 11

gcwanin_omhle 35 hobo_group 7

phuphemini 34 ThusiSabelo 7

shottazee 22 ShokoNhlanhla 6

9

50 75 100 125 150 175 200250

nedbankwonderland

nedbank

di2016

ttrm

coal

renewableenergy

valentinesday

nedbankcup

kcexcel

nedbankloveaffair

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Hootsuite

Twitter Web Client


justcoz

Mobile Web (M2)

Buffer


TweetDeck

33%

19.6%15.4%

13.8%

4.6%3.7%

3.2%2.8% 2% 2%



TWEETS

hilton 1 831 Nedbank 616

hiltontarrant 348 green_service 197

nedbank_rc 159 PfP4SA 30

nedbanksport 156 BESTERNICK 24

besternick 119 FaroAfrica 21

designindaba 113 Nedbank_RC 20

chynamandj 96 jrencontre 20

kaizerchiefs 95 MyOnlineProject 20

350africa 58 AdamTMpala 16

witsfmf 58 sebebs 14

10

11KENYA

KEY ISSUES

Customer Service

Service was a key issue across all banks in Kenya. The main conversation driver involved complaints in relation to the turnaround times of service delivery (i.e. long queues), customer care and the general attitude of bank employees towards customers.

ATM

Social media users informed various banks of out-of-service Automatic Teller Machines (ATMs), and in some cases requested banks to install ATMs in certain areas.

SENTIMENT12



Positive

Neutral

Negative

Co-operative Bank of Kenya

Kenya Commercial Bank

Equity Bank

Barclays BankKenya

Chase Bank

100%0

33%

27%

33.7%

32.6%

28.4%

45.6%

51.7%

51.1%

43.6%

48.3%

21.4%

21.3%

15.3%

23.8%

23.3%

BANK REACH VOLUME

Co-operative Bank of Kenya 55 102 122 2 602

Kenya Commercial Bank 18 280 211 7 097

Equity Bank 45 881 046 1 600

Barclays Bank Kenya 30 168 886 1 585

Chase Bank 54 993 208 3 038


TWITTER FOLLOWERS

INSTAGRAM FOLLOWERS


Co-operative Bank of Kenya 444 900 52 200 - 701 500

Kenya Commercial Bank 523 400 130 500 - -

Equity Bank 466 800 66 800 - -

Barclays Bank Kenya 214 700 46 500 - -

Chase Bank 3 038 38 800 - -

Co-operative Bank of Kenya



195 min 153.4 min

Kenya Commercial Bank 26.9 min 10.3 min

Equity Bank 40.2 min 350.4 min

Barclays Bank Kenya

Chase Bank

295.6 min

223 min

261.5 min

115.4 min


OVERVIE

W

100 150 200 250 300 350 400500

coopvalentinesdeals

showitdiffrently

cofekbankingrights

beyondzero

biztip

mytwitterweekend

aminachat

nawewa

coopvalentinesoffers

tgif

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Hootsuite

Twitter Web Client

Mobile Web (M2)


Twitter for Windows Phone

TweetDeck

Mobile Web (M5)

Facebook

30.6%

1.6%17%

36.4%

7.3%

0.6%3.7%

1.3% 0.7%0.7%



TWEETS

coopbankkenya 1 544 Coopbankkenya 1 018

atouchsafaris 173 elinzola 74

consumerskenya 61 ATouchSafaris 55

kcbgroup 42 ConsumersKenya 28

keequitygroup 34 Jmatz88 22

wa_wangechi 34 SashahHals 20

_rapporteur 29 _Rapporteur 15

billycasso 29 wa_wangechi 13

beyondzerokenya 18 BillyCasso 12

firstladykenya 17 Leziro 10

13

400 600 800 10002000

tembeakenya

kcblovesyou

kcbeasyride

kucareerweek

kcbdiscriminates

langata

worldhrdcongress

blogginginkenya

gumzotalk

worldcancerday

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Twitter Web Client

Mobile Web (M2)


TweetDeck


Mobile Web (M5)

Twitter for iPad

TweetCaster for Android

48.1%

0.5%

9.1%

12.9%

7.3%

17%

2.7%1.4% 0.6%

0.6%



TWEETS

kcbgroup 5 360 KCBGroup 1 160

joshuaoigara 669 MinAtieno 102

saagite 240 kuirab 82

jackiesherrie 137 MwauraKimani 48

madammentor112 Karuejk 45

kelsiekim 97 MadamMentor 39

easytaxise 92 Saagite 37

mwaurakimani 82 StephMuya 33

kuirab 77 KelsieKim 30

robertalai 71 kip_alfred 28

14

20 30 40 50100

cofekbankingrights

wingstofly

wdsj2016

lifewednesday

kenyatta

consumerpride

eazzyloantips

whytourkenya2016

wordfest2016

doz2016

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Twitter Web Client

Mobile Web (M2)

TweetDeck


Mobile Web (M5)

Twitter for iPad

Sprout Social

Twitter for Android Tablets

47.8%

1.5%

0.9%

7.8%7.3%

1.6%0.7%0.7%

30.9%

0.6%



TWEETS

keequitybank 465 KeEquityBank 211

consumerskenya 128 ConsumersKenya 40

billycasso 106 Asamoh 30

_rapporteur 93 salano254 16

wanjala 90 Wanjala 16

asamoh_ 73 BillyCasso 11

salano254 63 _Rapporteur 10

i_chevi 22 Jodyjw 8

charliegenoh 17 IanOrsini 5

kcbgroup 16 HandersonMwamb5 5

15

100 150 200 250 300 350 400500

bbk100

barclayskenyaopen2016

bko2016

barclayskenyaopen

magicalkenya

faba

queenswayhuse

golfinkenya

barclays

roudhost

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Twitter Web Client

Mobile Web (M2)

TweetDeck


Mobile Web (M5)

Twitter for iPad

Sprout Social

Twitter for Android Tablets

47.8%

1.5%

0.9%

7.8%7.3%

1.6%0.7%0.7%

30.9%

0.6%



TWEETS

barclays_kenya 1 215 Barclays_Kenya 351

jeremyawori 178 sammyndunguk201 98

koinangejeff 137 mauayako 83

twarria 57 Ed_Kenya 42

kenyaopengolf 51 twarria 23

zahid1969 50 KenyaOpenGolf 18

njorogep 49 Hapakenya 16

consumerskenya 43 Zahid1969 16

hapakenya 39 Shiko_Msa 15

barclaysukhelp 37 LailaMacharia 15

16

200 300 400 500 6001000

chaseat20

youthpreneur

thankfulthursdayke

amcrew

pmcrew

exjmkenya

playforafrica

crazylove

cofekbankingrights

beelsewhere

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Hootsuite

Twitter Web Client

Mobile Web (M2)

TweetDeck


Mobile Web (M5)

TweetCaster for Android

Twitter for iPad

31%

3.2%

5%

28.8%

21.8%

7.7%0.8%

0.6% 0.6%0.4%



TWEETS

chasebankkenya 1 615 chasebankkenya 1 338

kcbgroup 45 gaichuhie 29

kuirab 37 jose60_mmoja 19

gaichuhie 28 lemuel254 17

amref_worldwide 23 bertkamau 15

basilsifuna 23 Gbabyz 13

consumerskenya 21 kuirab 13

msomuthoni 19 Ricky_Smitch 12

oracleke 18 Sc0fy_ 12

xtiandela 16 Vic_tua 11

17

18NIGERIA

KEY ISSUES

SME

@Omojuwa, one of Nigeria’s most influential Twitter users, engaged with First Bank of Nigeria about SME loans which was one of the contributors of content in SME conversations and issues. One of the key drivers for conversations in Nigeria, across various banks, was enquiries around provisions for small business.

Service

Customers go to social media to call on their banks to provide service and they also complain about service related issues, which is one of the overarching and recurring themes in all regions. The perceived customer frustrations and despondence are relatively higher in Nigeria than other regions, as the top banks are slowest to respond to issues

on social media.

Accounts

Customers and social media users mentioned issues with their accounts across all banks which led to an increase of “accounts” as

one of the most prevalent topics. The First Bank of Nigeria also had a series of mentions around their bank account differences – in which the community also contributed – and this increased conversations around “accounts” as a topic.

SENTIMENT19



Positive

Neutral

Negative

First BankNigeria

Access Bank

Diamond Bank

GT Bank

UBA Group

100%0

17.9%

32.7%

31.2%

26.9%

40%

59%

35.2%

54.8%

56%

43.3%

23.1%

32.1%

14%

17.2%

16.7%

BANK REACH VOLUME

First Bank Nigeria 75 310 275 6 698

Access Bank 63 914 355 7 456

Diamond Bank 30 191 415 3 069

GT Bank 1 221 820 316 12 502

UBA Group 20 736 263 2 199


TWITTER FOLLOWERS

INSTAGRAM FOLLOWERS


First Bank Nigeria 848 500 140 700 15 100 100 900

Access Bank 922 100 103 200 - 266 300

Diamond Bank 479 600 84 900 - 1 000 000

GT Bank 3 600 000 528 800 - 1 000 000

UBA Group 844 600 30 100 - 451 100


First Bank Nigeria



260.1 min 287.1 min

Access Bank - 207.1 min

Diamond Bank - 277 min

GT Bank

UBA Group

-

-

536 min

37.6 min

OVERVIE

W

2k 3k 4k 5k1k0

firststeps

firststars

wanted4valentine

weusedtobeyou

entrepreneur

youfirst

ltf2016

lagostheatrefestival2016

smes

wanted4valentines

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Twitter Web Client


Mobile Web (M2)


TweetDeck


Twitter for iPad

Meltwater Buzz

16.8%

58.6%

6.8%

6.3%

2.7%1.9%

4.4%

0.8%0.8% 0.9%



TWEETS

firstbankngr 5 639 FirstBankngr 309

omojuwa 2 034 fadeyiolayinka 55

tnewkeed 1 789 KneWKeeD 47

ngbritisharts 75 Omojuwa 39

gtbank 67 trunkkid 35

emyliquor 67 SwitBee_ 35

bimbo_cash 56 xanderlotti 35

honormeh_agenda 49 Walex_D 35

femifactor 42 Teflon_phantom 35

iam_nasib 38 seuntommyjoe 35

20

500 750 1000 1250 1500 17502500

runlagos

accesslagoscitymarathon

lagosmarathon

accessbanklagoscitymarathon

awesome

vozempire

skupdates

lagoscitymarathon

thewinkchallenge

paywithcapture

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Hootsuite

Twitter Web Client



TweetDeck

WordPress.com

dlvr.it

IFTTT

28.6%18.8%

13%

11.6%6%2.9%

6.3%

7.5%

3.1% 2.2%



TWEETS

myaccessbank 3 388 myaccessbank 133

lagosmarathon 527 accesbank_help 66

kanyewest 308 SpendLessNG 64

lagosstategov 220 IgiriDr 21

seyipeters_ 145 Naija247new 17

osayiao 114 HelenPaul_ 16

burnabouph 106 MrsCEONaija 15

knewkeed 106 Ruddy_bash 13

slaayar 94 Nattie_Best 12

herbertowigwe 79 Dottsmediahouse 12

21

200 300 400 5001000

pocketmoney4ayear

kitkids4school

diamondswag

startup

diamondbizclinic

theseunbadejo_com

sme

beinspired

motivationalmonday

sharelovenotrape

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Hootsuite

Twitter Web Client


Mobile Web (M2)


TweetDeck

Facebook

twitterfeed

34.2%7.4%

15.4%

2.2%

13.5%

4.7%2.6%

16.6%

1.5% 1.8%



TWEETS

diamondbankng 1 541 DiamondBankNG 183

lolo_cy 406 Tsobanjo41 41

inzaghi1 167 chinniemoney 26

gidi_traffic 138 AdaezeUme 24

mysmepartner 88 okey_echezona 22

sujimotong 85 GeneralLDJr 22

sardaunamag 85 Inzaghi1 19

okey_echezona 78 adeskoko 17

uzoma_diamond 74 lamidex2 13

gtbank 43 MySMEPartner 12

22

40 60 80 100 120200

library

gtbankcares

gtbankmastercup

newsheadline

gtcrea8lordsoftheribs

date360ng

lagosplayspolo

lagoslovespolo

5k

unilagmusic

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Twitter Web Client


Justcoz


TweetDeck

dlvr.it

twitterfeed

Sparkcentral.com

26.2%

5.7%

9.3%

7.9%

3.7%4.9%

6.2%

3.4%

7.1%

25.5%



TWEETS

gtbank 4 538 gtbank 2 212

gtbank_help 2 423 gtbank_help 696

gidi_traffic 349 Divinef51016699 255

mtnng 231 AvwensEdesiri 51

ogaspel 184 NewsbeatPortal 51

basket_mouth 148 dan4eva240 39

mediavisionltd 129 sunshimmer00 38

cenbank 124 dcodedboii 32

olamide_ybnl 108 MediaVisionLtd 28

audu 98 kenyasax2 27

23

200 300 400 500 500 500 5001000

mindyourownbusiness

uba50shadesoflove

atmfraud

digitalization

mobileapp

fintech

innovation

ngbankux

ubagroup

zenith

TOP

TW

ITTER

HA

SHTA

GS

ENGAGEMENT OVERVIEW


TOP

INFLU

ENC

ERS

Twitter for Android

Twitter for iPhone

Twitter Web Client


Justcoz


TweetDeck

dlvr.it

twitterfeed

Sparkcentral.com

26.2%

5.7%

9.3%

7.9%

3.7%4.9%

6.2%

3.4%

7.1%

25.5%



TWEETS

ubagroup 1 612 UBAGroup 440

thebeat999fm 286 Adunni_ade_ 28

knewkeed 100 officialuwem 26

myobiznigeria 73 Ms_Olodo 26

gtbank 71 iam_addykays 25

omojuwa 65 _amber_rose_ 21

ngrpresident 61 akin_eboda 20

_amber_rose_ 58 Didiersno1fan 20

mrayedee 58 Cu_angrystudent 17

apcnigeria 58 lightworld 16

24

25

SOCIAL MEDIA DATA OVERVIEW

Facebook and Twitter are the most utilised social platforms among all the banks with a few exceptions where some also manage Instagram and YouTube communities.

Brands that manage communities across multiple social media platforms also tend to have larger communities on Facebook and Twitter. This may be as a result of having more touchpoints across social platforms which in turn translates to more community engagement, more positive brand sentiment and a larger social media footprint in comparison to industry peers.

TOP 3 BANKS

The following 3 banks are the top social media performers for each region. The top bank rating was based on: Positive sentiment, Reach, Volume, Social Profile Followers (Facebook and Twitter only) and Social Profile activity (Response Times only) with equal weighting.

There are some significant trends among the fifteen banks studied for the report, and for the purposes of capturing key metrics for benchmarking as well as pointing to significant industry best practices, the section below focuses on the Top 3 Banks.

Top Banks Positive Mentions

Reach Volume Facebook Page

Likes

Twitter Followers

Facebook

Response Time

Twitter Response Time

FNB 50% 196 739 225 7 368 769 100 110 400 73.5 min 61 minKenya Commercial Bank 5.71% 18 280 211 7 097 523 400 130 500 26.9 min 10.3 minGT Bank 56% 1 221 820 316 12 502 3 600 000 528 800 - 536 min

26

TOP TRENDS OF TOP BANKS

Multiple social media platforms

The most common thread is that banks with communities across more platforms additional to Facebook and Twitter, also have more positive sentiment from followers.

South Africa’s FNB runs multiple public facing Twitter accounts which are used to address different types of customer queries, complaints and concerns. This means that the accounts post specific types of content ranging from investor content on specific accounts and day-to-day consumer banking solutions on the @RBJacobs account.

Generally higher positive sentiment amongst industry peers

The top banks on this list are also leaders among their industry peers with positive sentiment as an indicator for positive customer engagement. The reach among leaders is also relatively higher because of their follower numbers and how much their communities share their content. interaction. Kenya Commercial Bank has the quickest response times among the banks studied and the highest positive sentiment as well.

Relatively quicker response times on Twitter and Facebook in comparison to industry peers

FNB and the Kenya Commercial Bank are the leading brands by customer engagement and interaction. Kenya Commercial Bank has the quickest response times among the banks studied and the highest positive sentiment as well.

Higher influencer interaction

The banks with some of the highest engagement – which talks to their reach, responses to their community and their comments – also interact with some of the top influencers in their communities. This does not suggest that these brands are more selective about responding to followers and enquiries, they tend to have influencers with whom followers seem to have greater resonance than the average Twitter user.

ABOUT ORNICO

Ornico provides reputation, media, advertising and brand research across the African continent. From editorial and advertising monitoring services, social media analytics to advanced brand research, Ornico provides a holistic and independent view of brand performance as reflected by traditional as well as social and digital media. It provides insights and intelligence to many of Africa’s top companies, governments and public entities.

@ornicomedia Ornico Media Information Ornico Ornico Media www.ornico.co.za

South Africa

Alexis [email protected] Stan Road, cnr Grayston DriveMorningside, Sandton

Kenya

Tom [email protected] Holdings Plaza, Thika Super Highway, Ngara, Nairobi, Kenya

Nigeria

Craig [email protected] Badaru Street, off Adegoke StreetOguniana Drive, SurulereLagos, Nigeria

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social media in the banking industry

Data & Analytics