Over-arching Social media strategy for a bank company in Australia

1. Bank brand
Social Strategy
–
July 2015

2. Which are
the most popular banks
in Social Media?

3. Brand 2 leads in Social Media fans,
followed by Brand 3
Google+
LinkedIn
Pinterest
Youtube
Instagram
Twitter
Facebook
468k
23% 283k
14%
274k
14%
808k
40%
94k
5%
68k
3%
Source: Internal research, 16th July 2015

4. Predictably, Facebook is the most popular SM platform.
Surprisingly, LinkedIn is the second by posting jobs.
62%11%
1%
25%
1%
Source: Internal research, 303Lowe Sydney, 16th July 2015
0’01%

5. Twitter shares the same content
intercalating financial advise and/or re-tweets
+ Re-tweets+ Financial advise

6. How do
popular banks
communicate?

7. Focusing on the Community,
but you have to do it right
# of posts focused on
Bank / Finance
# of posts focused on the
Community
Engagement Rate
Source: Internal research, 16th July 2015
+
-
Engagement Rate = Total interaction on last 10 Facebook posts / Total Facebook followers
FACEBOOK CONTENT STRATEGY MATRIX
5% E.R.
4.6% E.R.
0.8% E.R.
0.6% E.R.

8. Focusing
on community stories
from the POV of their people

9. People
POV
Bank
POV
Local stories of entrepreneurs
Empowering communities through
campaigns and events
What Westpac does for the community Personal & financial tips
+4% E.R.
-1% E.R.
Engagement Rate = Total interaction on last 20 Facebook posts / Total Facebook followers

10. Source: Internal research,16th July 2015 B.E = Brand Engagement = % of total engagement of a brand from the last 20 posts
What Westpac does for the community Personal & financial tips
Client Stories
65% of B.E.
Conversations
30% of B.E.
.
Activities (contest)
40% of B.E.
Community campaign
20% of B.E.
Community campaign
65% of B.E.
Financial tips
20% of B.E.
Conversation
60% of B.E.
Product description
30% of brand
engagement
Local stories of entrepreneurs Empowering communities through campaigns and events

11. Catchy text & good photography helps

12. What can we do
other than ‘talk’?

13. Provide real-time service
extending our client service capabilities on Facebook & Twitter.
Tag the user
When possible answer, don’t re-direct
Sign the answer
Be colloquial, but not too much
Provide House rules

14. Showcase our Community campaigns
providing visibility of our Bank brand Community Foundation Projects,
Sponsorships & Marquees.
21%
of Brand
Engagement
65%
of Brand
Engagement
Brand Engagement = % of total engagement of a brand from the last 10 posts

15. Bank
brand in
Social
Media Engaging
conversation
SOCIAL CONTENTUSEFUL CONTENT
Real-time service
Community
campaigns

16. Simple & visual tips
hosted in a new section in our Web to help SEO.
Be visually coherent Avoid generic images
4%
of Brand Engagement
Brand Engagement = % of total engagement of a brand from the last 10 posts
7%
of Brand Engagement
2%
of Brand Engagement

17. Bank
brand in
Social
Media
SOCIAL CONTENTUSEFUL CONTENT
Simple & visual
tips
Engaging
conversation
Community
campaignsReal-time service

18. Bank
brand in
Social
Media
SOCIAL CONTENTUSEFUL CONTENT
Simple & visual
tips
Real-time service
Job Offers
Engaging
conversation
Community
campaigns

19. How can we
communicate
in Social media?

20. What is our
Brand positioning?

21. The
I
in Bank brand

22. We understand diverse
individual dreams
(much better than the big banks)

23. Independently of our background,
we feel normal
when we see ourselves
reflected in others.

24. To have a broader view
of what’s normal,
we’ll share stories that come
from the most diverse ‘social tribes’
(reflecting Bank brand’s flexibility)

25. Social tribe stories:
We understand & empower any
kind of dream
(much better than the big banks)

26. SOCIAL
TRIBE
STORIES
Celebration
of local commerce
special dates
SOCIAL CONTENTUSEFUL CONTENT
SMB oriented tips
Authentic
client service
SMB & ST
community campaigns
Promote SMB
Job Offers
Personal stories of
‘Social tribes’