Explore social media strategies of the Big 5 Canadian Banks on Face-book, Twitter and Linkedin that gets them engaging. Insights into content, audience growth and more in this cross-channel report.

1. Big 5 Canadian Banks
on Social Media
Sept 1st – Oct 31st 2016

2. Canadian Banks: Social Media Report
This Report looks at how
Big 5 Canadian Banks
performed on Social Media between
Sept 1st – Oct 31st 2016

3. Cross Channel Report
Sep 01, 2016 - Oct 31, 2016

4. Table of Contents
 Performance Snapshot
 Share of Voice Snapshot
 Audience Size
 Audience Growth
 Engagement
 Volume of Posts
 Likes
 Comments
 Customer Service
 Most Engaging Content
Brands Analyzed in this report include: BMO, CIBC, RBC, Scotiabank, TD
Sep 01, 2016 - Oct 31, 2016

5. Sep 01, 2016 - Oct 31, 2016
Performance Snapshot
Network
Highest Audience
Size
Scotiabank CIBC TD
Highest
Growth
BMO BMO Scotiabank
Highest
Engagement
Scotiabank BMO CIBC

6. Sep 01, 2016 - Oct 31, 2016
Share Of Voice Snapshot
Network
Most Number of
Posts
BMO RBC RBC
Most Number of
Likes
Scotiabank TD RBC
Most Number of
Comments
Scotiabank TD RBC

7. 0.00M 0.10M 0.20M 0.30M 0.40M 0.50M 0.60M 0.70M 0.80M
BMO
CIBC
RBC
Scotiabank
TD
Linkedin Twitter Facebook
Audience Size
Sep 01, 2016 - Oct 31, 2016

8. Audience Growth
Sep 01, 2016 - Oct 31, 2016
0 0.005 0.01 0.015 0.02 0.025 0.03 0.035 0.04 0.045
BMO
CIBC
RBC
Scotiabank
TD
Linkedin Twitter Facebook

9. Engagement
Sep 01, 2016 - Oct 31, 2016
0 500 1000 1500 2000 2500 3000 3500
BMO
CIBC
RBC
Scotiabank
TD
Linkedin Twitter Facebook

10. Number Of Posts/Tweets
Sep 01, 2016 - Oct 31, 2016
0 20 40 60 80 100 120 140 160
BMO
CIBC
RBC
Scotiabank
TD
Linkedin Twitter Facebook

11. Total Likes
Sep 01, 2016 - Oct 31, 2016
0 10000 20000 30000 40000 50000 60000
BMO
CIBC
RBC
Scotiabank
TD
Linkedin Twitter Facebook

12. Total Comments
Sep 01, 2016 - Oct 31, 2016
0 500 1000 1500 2000 2500 3000 3500
BMO
CIBC
RBC
Scotiabank
TD
Linkedin Twitter Facebook

13. Customer Service – Reply Time (inminutes)
Sep 01, 2016 - Oct 31, 2016
0 500 1000 1500 2000 2500
BMO
CIBC
RBC
Scotiabank
TD
Twitter Facebook

14. Customer Service – Response Rate
Sep 01, 2016 - Oct 31, 2016
0% 10% 20% 30% 40% 50% 60%
BMO
CIBC
RBC
Scotiabank
TD
Twitter Facebook

15. Most Engaging Facebook Posts
Scotiabank
01-SEP-16, THU 10:00AM
#The5thSeason is when kids dream big.
That’s why we’re proud to sponsor The World
Cup of Hockey.
ENGMT. LIKES COMMENTS SHARES
39,663 7,533 392 3,017
CIBC
18-SEP-16, SUN 11:27AM
Congratulations to all of our Canadian
Paralympians. Your determination,
athleticism and competitive ..
Scotiabank
27-SEP-16, TUE 10:41PM
Congrats to Team Canada on the win. Can’t
wait for Thursday! #WCH2016
ENGMT. LIKES COMMENTS SHARES
35,699 18,484 175 1,634
ENGMT. LIKES COMMENTS SHARES
26,050 11,170 210 1,383

16. Get cozy with #GillerPrize - Retweet for a
chance to win all of the 2016
Scotiabank Giller Prize sh..
12-Oct-16, Wed 10:00AM
ENGMT. FAV. REPLIES RETWEETS
999 193 19 626
Most Engaging Tweets
#The5thSeason is when kids dream big.
That’s why we’re proud to sponsor
The World Cup of Hockey. ht..
Submit your best #SmallBizTips for a
chance to win $200. Contest runs
until Oct 30. https://t.co/oV..
01-Sep-16, Thu 10:00AM
ENGMT. FAV. REPLIES RETWEETS
999 1,186 27 524
11-Oct-16, Tue 02:09PM
ENGMT. FAV. REPLIES RETWEETS
998 891 95 177
Scotiabank Scotiabank BMO

17. “Jim was a great friend, colleague and
Canadian. Our thoughts and prayers
are with Jim’s wife, Kare..
15-Oct-16, Sat 12:00AM
ENGMT. LIKES COMMENTS
580 772 54
Most Engaging LinkedIn Posts
Nearly 200 years ago in November 1817,
we opened for business for the first
time. Today, we’re prou..
27-Sep-16, Tue 12:00AM
ENGMT. LIKES COMMENTS
358 414 12
27-Sep-16, Tue 12:00AM
ENGMT. LIKES COMMENTS
324 399 4
CIBC BMO BMO
Nearly 200 years ago in November 1817,
we opened for business for the first
time. Today, we’re prou..

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20. Engagement is the measure of audience responses to a brand's content and activity on
a social network. To calculate the engagement score, we weigh audience interactions on
brand content such as Likes, Comments, Shares, based on their importance. We then
divide their weighted sum by our estimate of the number of brand fans who actively
receive and view such content.
Appendix – Unmetric’s Engagement Score
(Likes × 1 + Comments × 5 + Shares × 10) × 10000
(Community size) 0.8
Twitter: (Favorite x 1, Reply x 5, Retweet x 10)
Instagram: (Likes x 1, Comments x 5)
Facebook: