Social Media Strategy for Santander Universities Mexico: development of APPs, viral videos, social advertising campaigns and content management.

1. Social Media Strategy
Santander Universities
April – December 2011
Mexico

2. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Repositioning objectives:
 Align social media strategy with brand communications and objectives;
 Generate engagement in social media in order to increase our fan base, communicating the value
proposition of Santander Universities;
 Increase the brand aweareness and knowledge about our products in social media through creative
contents and relevant discussions to users;
 Define the editorial line, personality and tone of voice, in order to personalize the communication and
create more closeness with young audiences;
 Manage our social media profiles as a community, in order to generate a sense of belonging;
 Viralize contents posting videos in You Tube and generate cross traffic through our website.
Profile April 2011 December 2011 %
3,462 57,030 1,547%
1,150 2,523 120%

3. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Repositioning objectives:
 Use the Facebook as our main brand
communications platform and marketing tool  Guide the Twitter strategy in this platform
(obtaining market information, feedback and to become a tool of one to one interaction
qualified traffic); Complementary with users;
Channels
 Develop applications and games to promote Strategy  Generate and promote conversations on
interaction with the students; relevant topics to enable organic
positioning of branded products and
 Establish and dynamic cross-talk with related improve customer experience;
accounts (Santander, Universia, etc..) and
strategic alliances such as Microsoft to impact  Promote content integration between
more users and spread the conversations; website and social media profiles;
 Create and manage Google AdWords  Create hashtags and use the trend topics
campaigns and social ads connected to different to spread the conversations.
dynamics and promotions, segmenting
audiences on topics of interest.

4. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Organic Growth Strategy:
ENGAGEMENT + WALL POSTS + ADS = FANS
60.000
Organic Exposure
Implementing the organic
growth strategy, we win a
lot of fans per day with low 50.000
investment.
FANS
40.000
30.000
OCTOBER NOVEMBER DECEMBER

5. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Facebook Fans:
Fans en Facebook
60,000 57,030
50,000
40,000 36,477
31,304 31,943 32,504
30,000
22,337
20,000
10,000 6,777
2,580 2,882 3,170 3,452 3,767
738 1,360 1,754
356
0
Sep-10 Oct-10 Nov-10 Dic-10 Ene-11 Feb-11 Mar-11 Abr-11 May-11 Jun-11 Jul-11 Ago-11 Sep-11 Oct-11 Nov-11 Dic-11

6. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Twitter followers:
Seguidores en Twitter
3,000
2,523
2,500
1,969
2,000 1,868
1,757
1,615
1,460
1,500
1,000
500
0
Jul-11 Ago-11 Sep-11 Oct-11 Nov-11 Dic-11

7. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Content Management:
 Products and services: interactive content related to the Bank value proposition;
 Financial Education (online games and opportunities for interaction among students) and transversal contents
(tips of how to use products and services connected to the daily routine);
 News about Santander Universities and higher
education sector, highlighting our financial (products and
service) and institutional (scholarships, academic support)
offer;
 Dissemination of PAES (Program to Support Higher
Education): scholarships, entrepreneur awards and
academic projects aid;
 Cultural exchange, testimonials and pictures of
students sharing their experiences of international mobility
in Santander Universities scholarship programs;
 Develop career contents, professional tips and links to
job opportunities in the Bank;
 Generate content about financial independence and
entrepreneurship, connecting products and services to
create new business.

8. BECAS FÓRMULA SANTANDER
REDES SOCIALES
Game plan:
 Repositioning “Lupita” profile in Facebook changing the avatar image by Santander Zero campaign;
 “Welcome TAB” to strengthen and promote the editorial line;
 Implementation of Santander Zero APP (social sharing buttons to create viral effect) Targeted social ads to increase brand
awareness;
Promotion "Suitcase Awarded - Your first long trip” to increase the interaction and the number of comments (Publication of 2
photos per day from different places around the world and the student had to guess the locations. The first to correctly answer
earn 50 points and the others 10 points. The strategy to score all the participants was intended to expand the number of
comments and reach more people;
 Product launches using teasers and viral videos;
 Publish contents (products, financial services and scholarship
programs) with the call to action to Web page in order to generate
more traffic;
 Cross promotions between Facebook and Twitter to increase the
fan base and estimulate dialogue between the profiles (Promotion
Back to School – "Your first day in the university”);
 Promotion "What´s the innovation behind this picture?" to increase
awareness of the Entrepreneurial Award campaign;
 Publication on real time of the photos from the promotional actions
“Back to School” in universities in different regions.

9. BECAS FÓRMULA SANTANDER
REDES SOCIALES
Game plan:
2º Semester / 2011
 Implementation of Promotional TAB with exclusive offers for the University Segment (the layout of the TAB is customized
according to the current campaign);
 Promotion "Win a GPS with Autocompara," which invited students to quote the lowest price on car insurance in Autocompara,
scoring points along each week to win a GPS;
 Implementation of Scholarship TAB, with viral video and connection to webpage www.santanderbecas.com.mx;
 Changing the avatar image by Supernet Zero campaign, including call to action to follow us on Twitter;
 Development of Supernet Zero application that simulates chats presenting the Internet Banking attributes in a fun way and
publication of messages on the wall of the APP users to increase the viral effect;
 Social media adversiting campaigns:
Campaña de anuncios Facebook Presupuesto asignado (USD) Objetivos
Historias patrocinadas $ 1,428.57 Incrementar la base de fans, con bajo CPC
Incrementar la base de fans, awareness y link directo para el TAB de
Becas $ 1,071.43
Becas
Incrementar la base de fans, awareness y link directo para la home del
Santander Zero $ 3,214.29
APP Empezar de Zero, con los textos enviados para los anuncios
Incrementar la base de fans, ampliar el conocimiento del producto Súper
Campaña "Tu tarjeta dice mucho de ti" $ 3,857.14
Cuenta Universitaria y apoyar la viralización del nuevo APP
Campaña Historicos patrocinados y 15,000 fans + ampliar awareness de la tarjeta Zero, aprovechando la ola
$ 3,571.43
Empieza 2012 desde Zero del fin de año
Ampliar el conocimiento del servicio Supernet Zero y apoyar la viralización
Supernet Zero $ 1,428.57
del nuevo APP
TOTAL $ 14,571.43

10. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Welcome TAB:

11. SOCIAL MEDIA
App “Empezar de Zero”
(Start from Zero):
 Application to generate Buzz Marketing: “Start from Zero” –
a simulation that deletes all contacts, photos and wall posts in
the user profile. The idea is that the game is spread the joke
though Facebook, increasing the awareness about the
campaign and generating producing viral effect. http://ayudasantander.com/facebook/zero/

12. SOCIAL MEDIA
Social ADs on Facebook:
 Target:
15.450.840 users that live in Mexico
 Age: 18 - 28 years
 No connected to Santander Universities profile
 Campaign:
 Budget: $ 4,400 USD
 Cost per click (CPC) : $ 0.08 / 0.10 USD
 Cost per fan (like): $ 0.33 USD
 Results:
We start with 5,350 Fans (likes) and we reach
20,000 new fans
 3.8 millions of impressions
 54,850 clicks (Visits/Page Views) and 11,300 Likes
 Viral effect: 2,000 new users in the community

13. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Cross promotion (Facebook / Twitter):

14. SOCIAL MEDIA
Quote your car insurance and discover the lowest
price with Autocompara
OBJECTIVE
Users will need to
accumulate points and
interact with us over
5 weeks
HOW TO PARTICIPATE
The user will have to quote the lowest price for
a car insurance, based on the 5 photos
published on our Facebook profile. The first
user that answer correctly the lowest quote get
50 points. The others that post the correct
information also win 15 points.

15. SOCIAL MEDIA
Promotion Autocompara –
Photos published (from 14th November to 16th December)

16. SOCIAL MEDIA
Personalized link to Autocompara Promotion
bit.ly/Autocompara
1,137 clicks in
5 WEEKS
378 208 223 181 147

17. SOCIAL MEDIA
Results – Promotion Autocompara (14 /11 - 16/12)
Reach: unique users who have
Engaged Talking seen the post.
Week Reach Virality
Users about this
14 -18/11 9,623 211 54 0.56% Engaged users: unique users who
have interacted with the post
21 - 25/11 12,045 231 69 0.57%
Talking about this: unique users
28/11 - 2/12 13,902 215 53 0.38% who have created a story about
our fanpage
5 - 9/12 16,795 284 80 0.48%
Virality: unique users who have
12 - 16/12 18,629 295 89 0.48% created a history of our fanpage /
percentage of people who have
seen the post
Total 70,994 1,236 345 0.48% (Talking about this / Reach)

18. SOCIAL MEDIA
RESULTS IN
5 WEEKS
More than 200
comments
70,994
Users reached
More than 140 likes

19. SOCIAL MEDIA
More than 90 participants
in the promotion
Reward:
1 GPS per week

20. SOCIAL MEDIA
30 different text ads on Facebook (TAB Autocompara Promotion)
 Target: 18-32 years
 Period: 14th November – 19th December
 Budget: USD 1,538.36
Campaign Type IMPRESSIONS CLICKS CONNECTIONS CTR CPC (USD)
AUTOCOMPARA Social Ads 24,458,132 14,681 3,395 0.06% 0.09
The campaign generated
3,395 new fans.
14,681
8,394
Clics propuestos
clics obtenidos
Clics propuestos clics obtenidos

21. SOCIAL MEDIA
Preview del anuncio Conexiones Clics Preview del anuncio Conexiones Clics
400 1687 179 950
295 1461 171 839
203 902 84 327
Análisis de los anuncios
Advertising on Facebook - Analysis
 The AD with more clicks (1.687) has the greater promotional impact (Contract your car insurance and win a car every
month!)
 Ads with customized messages have great response;
 Savings of up to 50% was the product attribute that most attracted Facebook users.

22. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Sharing photos from BTL Back to School Actions to engage local audience

23. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB Schoolarships
 TAB to invite students to apply to
scholarships sponsored by Santander
 Video to engage the audience on
social media
Video:
http://www.youtube.com/watch?v=a3V_wXDiraQ&feature=youtube_gdata_player

24. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB Promotions:
 Special promotions and
benefits targeted to students

25. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
APP Supernet Zero:
http://ayudasantander.com/facebook/supernet/
Facebook Application
that simulates a chat about the advantages of using
Internet Banking (Supernet Zero), using a young
language to communicate financial services
benefits in a funny way.

26. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
APP Supernet Zero:
Social sharing functionality
to generate viral effect
Post in the wall of your
Facebook friends

27. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB SCU – – Your card design reflets your personality:
 Card design customization to share with
Facebook friends
 Promotion inviting the customers to create a
card design

28. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB SCU – Your card design reflets your personality

29. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB Customer Service 2.0:
 Improving customer experience
solving doubts in a click and using
tutorials