special report: european banks
TRANSCRIPT
Special Report:European Banks
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INDEX● Target● Global Rank ● Twitter Rank● Facebook Rank● Youtube Rank● Linkedin, Viadeo and Google + Ranks● Instagram, Flickr and Slideshare Ranks● Facebook - Best Content Performer● Good Practices● Bad Practices● Methodology● Thanks
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Target“Compare the global corporate information profiles on Social Media of the 10 largest operating banks in Europe. Analyze and identify their strategies and actions in Social Media, justifying their positions in Alianzo's rankings."”
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Ranking
Alianzo Tool Global Score
Top Ten European Banks
Global ViewBNP Paribas has achieved the best results (a 94 score in Alianzo Rank) thanks to its global presence in each analyzed social media tool.
It must be said that there is not much difference among the first ones. Specially between Deutsche Bank (DB) and UBS, which are present in 6 out of 9social media.
The 3 worst positioned banks are Lloyds Bank (89), Santander (87) and UniCredit (84). In this case, Santander and UniCredit have been penalized due to its lack of an informative global profile on Facebook.
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Facebook Rank
Top Ten Facebook profiles
Facebook Rank at a glance
BANK FANS TIMES UPDATE + FREQUENCY
ANSWER LANGUAGE SPECIFIC CONTENTS
BNP 318,414 2 x weekly YES French Events tickets vs. corporate
Crédit Agricole 114,940 Every two days Yes (almost) French Corporate, social contribution
Deutsche Bank
38,767 Almost Daily Yes (almost) English Humanitarian activities vs. Financial reports
UBS 20,668 2 x weekly Yes (almost) English Financial
Lloyds 46,713 Not specified Very Few English Social activities
RBS 15,613 3 X weekly Not always English Corporate vs. Current news reports
BNP wins the Facebook marathon thanks to its number of fans. Besides, it achieves a high engagement rate (likes, shares and comments)--> CUSTOMER CENTRICITY.On the other hand, Lloyds, with the 2nd highest number of fans, is in 4th place.
Its not specified update frequency penalizes it.
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Twitter Rank
Top Ten Twitter profiles
BANK FOLLOWERS TWEETS' FREQUENCY LANGUAGE
TWEETS' CONTENT
Deutsche Bank 29,941 Daily English Corporate
UBS 33,044 Almost Daily English Corporate, financialBNP Paribas 21,820 Daily French /
EnglishCorporate
Santander 17,623 Daily Spanish Financal, corporate and F1RBS 13,840 Not daily English Corporate, financial,
sponsorSociété Générale 14,176 Daily French Corporate, financial
Barclays 15,415 Weekly English Corporate, financialCrédit Agricole 3,707 Daily English Corporate, financial
UniCredit 2,232 Daily English Corporate
Lloyds 75 English Corporate, financial
Twitter rank at a glance
Do the quality contents have something to do with each bank's ranks?
Although UBS has 33,000 followers, DBK with almost 30,000, updates its profile several times everyday. Besides, it has been included in a high number of lists by Twitter users.
Key factors to succeed on Twitter
P
POPULARITY
Not only count “followers”, but also “followings”. Look at BNP,
almost 22,000 followers but it's in 4th place.
FREQUENCY OF UPDATE
Daily updates engage banks' clients (economic situation, their sponsorships, latest
news, answers...)
CONTENTSThe beginning of success.
ENGAGEMENT. They sENGAGEMENT. They start a conversation with the
customer.
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YouTube Rank
YouTube Rank at a glanceBANK SUBSCRIBERS VIDEOS' UPDATES
+ FREQUENCYLANGUAGE CONTENTS
Société Générale 5,157 3 X WEEKLY FR Music, recruitment
Crédit Agricole 2,045 1 X DAILY FR Local initiatives, sponsorship
Barclays 1,340 1 X WEEKLY EN Corporate
UniCredit 1,379 1 X WEEKLY IT Coporative, UEFA
Deutsche Bank 1,521 1 X DAILY EN Corporate, social responsability
BNP Paribas 930 1 X WEEKLY FR Recruitment, cinema, Corporate, social responsability
RBS 251 Not a lot EN Corporate, sponsorship
Looyds 174 1 TWO WEEKS EN Corporate
Santander 139 1 WEEKLY SP/EN F1, Corporate
UBS 650 1 WEEKLY EN Corporate, careers, educationSG thanks to its high number of channel views, achieves the 1st place. Besides, it creates videos related to recruitment
and music. Although DB has 1,521 subscribers, it does not gather many views, posibly due to an excessive corporate attitude.
UBS and UniCredit are in the same situation.
LINKEDIN, VIADEO AND GOOGLE + RANKS AT A GLANCEBANK FOLLOWERS FOLLWERS
Santander 173,479
Société Générale 86,804 16,227
Deutsche Bank 228,189
UBS 151,023
BNP 131,777 11,546
LLOYDS 72,760
Crédit Agricole 19,254 9,694
Barclays 178,733
UniCredit 40,688
RBS 141,839
BANK +1
UniCredit 8,361
BNP 2,647
Deutsche Bank 1,243
RBS 1,469
Crédit Agricole 1,725
UBS 814
Santander 550
Société Générale 1,012
Barclays 970
LLOY 0
SAN is the best on Linkedin not only thanks to its followers, but also for its interactions (likes and coments of its followers).Despite having a high number of followers, DB, UBS, BAR and RBS do not reach high engagement rates (recommendations, interactions...).
On Google+, Unicredit is clearly in first place due to its high number of +1. Another factor to keep in mind is the update frequency. This is directly related to the RBS, CR AG and BAR positions that have been punished because of that.
Société Générale, BNP and Crédit Agricole have presence in Viadeo, a French professional network.
INSTAGRAM, FLICKR AND SLIDESHARE RANKS AT A GLANCE
BANK FOLLOWERS
BNP 328
Société Générale 97
Crédit Agricole 15
Besides having a high number of followers, BNP achieves a high engagement activity (comments, likes and engagement). Its content is related to
cultural events and corporate meetings.
BANK VIEWS
Deutsche Bank 2,631
BNP 4,892
UBS 14,003
Crédit Agricole 1,959
RBS 2,662
On Flickr, DB includes photos of social and financial events it sponsors (it is higly related to its FB contents).
BNP and, specially UBS do not update their profiles frequently. Besides, as a general factor, they do not have contacts in their profiles, except DB.
BANK PRESENTATIONS
Crédit Agricole 15
SAN 563
Although SlideShare is a minority social media tool, it is remarkable that Santander and Credit Agricole share their presentations with all kinds of people. Santander is focused on its youth grants and some corporative
reports. On the other hand, Credit Agricole´s presentations are about new online solutions and corporative reports too.
FACEBOOK BEST CONTENTS PERFORMER
Contents innovationCoporate contents
BNP is the best performer. It achieves high engagement, with
innovative contents + high number of fans.
Lloyds and DB have everything to suceed in
terms of content but their weak spot is the number of
fans.
UBS and RBS only offers corporative and financial
content, making no engagement.
PopularPopular
Niche
BNP covers events and cultural news in order to get away from (more
boring) financial activities.
Société Générale has a group of videos related to actual music in Youtube.
Deutsche Bank shows on Instagram some cultural events sponsored by the
bank.
Santander focuses most of his social media activities on F1.
GOOD PRACTICES: non financial contents
BAD PRACTICES
Some banks still maintain a financial
mood throughout Social Media which might be
frighteningBanks such as Unicredit, UBS and
Lloyds do not create dialogue between the financial institution and
the follower or fan.They always use the third person, not “us” or “we”. This does not create a strong community.
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METHODOLOGYCriteria:
The analized profiles has been those which have a global appearence (it does not refer to a specific country nor a part of its core business).
BANKS EXCLUDED FROM THE ANALYSIS:HSBC: its principal activity is developed in Asia BPCE: after the fussion, the banks still maintain their own personality.
Source:● http://www.cba.ca/contents/files/statistics/stat_bankranking_en.pd
➢ “Top 150 Banks Worldwide Ranked By Asset Size”● www.alianzo.com
➢ “Alianzo Ranks”
Mistery Shopper:In order to analyze the degree of real interaction that banks hold with customers/followers, we have created fictitious profiles on various social networks . So that, we have been able to send them different kind of questions and check if they answer or not (also taking into consideration the quality of their responses).
