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Social Media in the Banking industry
- 1. Social Media in the Banking Industry SOUTH AFRICA | KENYA | NIGERIA 2016
- 2. 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
- 3. 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 performanceofthefastestgrowingbanksandwhatleads totheirgrowth.Thereportalsozoomsinonmetricssuch 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 Africa A social media report 1 February 2016 to 20 February 2015
- 4. 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.
- 5. In Country Industry Overview 3
- 6. 4SOUTH AFRICA 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.
- 7. 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 OVERVIEW Standard Bank Facebook Response Time Twitter Response 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
- 8. 6 100 150 200 250 300 350 400500 sbchillzone standardbank jobs bank graduate wpn2016 ubuntuawards tanzania dpa lionessleanin TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS 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
- 9. 200 300 400 500 6001000 absaprem kcexcel absa ssdiski laplata kickoff upsrc_r10mgame 8daysofcourage dsia fintech TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Twitter Web Client Lithium Social Web Twitter for BlackBerry 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 10. 40 60 80 100200 fnbdusi playerthatrocks rugbythatrocks fnb nmmuvsmatties ct12run pinkshorts backyourboytjies helpinghand willyourespond TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS SMC RBJacobs Twitter for Android Twitter for iPhone Twitter Client Web Twitter for BlackBerry® Twitter for BlackBerry Twitter for iPad Mobile Web (M2) TweetDeck Twitter for Windows Phones 43.8% 21.4% 16.1% 11.3% 2.3% 0.9% 0.9% 0.9% 1.2% 1.1% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 11. 20 30 40 50 60 70 80 90100 capitec savemoney sonadebate icantbewithsomeone capitecbank studentspend organizers shopstewards fnb organize TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS 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 BlackBerry® Twitter for BlackBerry Twitter for iPad Mobile Web (M2) Twitter for Windows Phones Conversocial TrendieZA MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 12. 50 75 100 125 150 175 200250 nedbankwonderland nedbank di2016 ttrm coal renewableenergy valentinesday nedbankcup kcexcel nedbankloveaffair TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Hootsuite Twitter Web Client Twitter for BlackBerry® justcoz Mobile Web (M2) Buffer Twitter for BlackBerry TweetDeck 33% 19.6% 15.4% 13.8% 4.6% 3.7% 3.2% 2.8% 2% 2% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 13. 11KENYA KEY ISSUES Customer Service ServicewasakeyissueacrossallbanksinKenya. Themainconversation 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.
- 14. SENTIMENT 12 POTENTIAL REACH AND VOLUME SOCIAL PLATFORM METRICS Positive Neutral Negative Co-operative Bank of Kenya Kenya Commercial Bank Equity Bank Barclays Bank Kenya 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 BANK FACEBOOK PAGE LIKES TWITTER FOLLOWERS INSTAGRAM FOLLOWERS YOUTUBE CHANNEL VIEWS 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 Facebook Response Time Twitter Response Time 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 ONLINE RESPONSE TIMES OVERVIEW
- 15. 100 150 200 250 300 350 400500 coopvalentinesdeals showitdiffrently cofekbankingrights beyondzero biztip mytwitterweekend aminachat nawewa coopvalentinesoffers tgif TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Hootsuite Twitter Web Client Mobile Web (M2) Twitter for BlackBerry 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 16. 400 600 800 10002000 tembeakenya kcblovesyou kcbeasyride kucareerweek kcbdiscriminates langata worldhrdcongress blogginginkenya gumzotalk worldcancerday TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Twitter Web Client Mobile Web (M2) Twitter for BlackBerry TweetDeck Twitter for Windows Phone 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 17. 20 30 40 50100 cofekbankingrights wingstofly wdsj2016 lifewednesday kenyatta consumerpride eazzyloantips whytourkenya2016 wordfest2016 doz2016 TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Twitter Web Client Mobile Web (M2) TweetDeck Twitter for Windows Phone 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 18. 100 150 200 250 300 350 400500 bbk100 barclayskenyaopen2016 bko2016 barclayskenyaopen magicalkenya faba queenswayhuse golfinkenya barclays roudhost TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Twitter Web Client Mobile Web (M2) TweetDeck Twitter for Windows Phone 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 19. 200 300 400 500 6001000 chaseat20 youthpreneur thankfulthursdayke amcrew pmcrew exjmkenya playforafrica crazylove cofekbankingrights beelsewhere TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Hootsuite Twitter Web Client Mobile Web (M2) TweetDeck Twitter for Windows Phone 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 20. 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.
- 21. SENTIMENT 19 POTENTIAL REACH AND VOLUME SOCIAL PLATFORM METRICS Positive Neutral Negative First Bank Nigeria 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 BANK FACEBOOK PAGE LIKES TWITTER FOLLOWERS INSTAGRAM FOLLOWERS YOUTUBE CHANNEL VIEWS 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 ONLINE RESPONSE TIMES First Bank Nigeria Facebook Response Time Twitter Response Time 260.1 min 287.1 min Access Bank - 207.1 min Diamond Bank - 277 min GT Bank UBA Group - - 536 min 37.6 min OVERVIEW
- 22. 2k 3k 4k 5k1k0 firststeps firststars wanted4valentine weusedtobeyou entrepreneur youfirst ltf2016 lagostheatrefestival2016 smes wanted4valentines TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Twitter Web Client Twitter for BlackBerry® Mobile Web (M2) Twitter for BlackBerry TweetDeck Twitter for Windows Phone 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 23. 500 750 1000 1250 1500 17502500 runlagos accesslagoscitymarathon lagosmarathon accessbanklagoscitymarathon awesome vozempire skupdates lagoscitymarathon thewinkchallenge paywithcapture TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Hootsuite Twitter Web Client Twitter for BlackBerry® Twitter for BlackBerry TweetDeck WordPress.com dlvr.it IFTTT 28.6% 18.8% 13% 11.6%6% 2.9% 6.3% 7.5% 3.1% 2.2% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 24. 200 300 400 5001000 pocketmoney4ayear kitkids4school diamondswag startup diamondbizclinic theseunbadejo_com sme beinspired motivationalmonday sharelovenotrape TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Hootsuite Twitter Web Client Twitter for BlackBerry® Mobile Web (M2) Twitter for BlackBerry TweetDeck Facebook twitterfeed 34.2% 7.4% 15.4% 2.2% 13.5% 4.7% 2.6% 16.6% 1.5% 1.8% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 25. 40 60 80 100 120200 library gtbankcares gtbankmastercup newsheadline gtcrea8lordsoftheribs date360ng lagosplayspolo lagoslovespolo 5k unilagmusic TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Twitter Web Client Twitter for BlackBerry® Justcoz Twitter for BlackBerry 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 26. 200 300 400 500 500 500 5001000 mindyourownbusiness uba50shadesoflove atmfraud digitalization mobileapp fintech innovation ngbankux ubagroup zenith TOPTWITTERHASHTAGS ENGAGEMENT OVERVIEW TWITTER PLATFORM USER BREAKDOWN TOPINFLUENCERS Twitter for Android Twitter for iPhone Twitter Web Client Twitter for BlackBerry® Justcoz Twitter for BlackBerry 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% MOST MENTIONED TWEETERS MENTIONS MOST ACTIVE TWEETERS 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
- 27. 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 min Kenya Commercial Bank 5.71% 18 280 211 7 097 523 400 130 500 26.9 min 10.3 min GT Bank 56% 1 221 820 316 12 502 3 600 000 528 800 - 536 min
- 28. 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.
- 29. 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 Petje alexisp@ornicogroup.co.za 1 Stan Road, cnr Grayston Drive Morningside, Sandton Kenya Tom Mukalo TomM@ornicokenya.com Daisy Holdings Plaza, Thika Super Highway, Ngara, Nairobi, Kenya Nigeria Craig Ogunsanya craig@ornicogroup.com 7 Badaru Street, off Adegoke Street Oguniana Drive, Surulere Lagos, Nigeria 27