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Irish banks are now actively engaging and creating communities with their customers though social media - a very different story from 2012. This analysis compares Ireland's biggest banks and looks at key metrics to ascertain their relative success on both Facebook and Twitter. What tactics they are using to increase their "likes" and how they are using competitions and discussion on popular culture to drive conversations
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Social media has become an important way for banks to
build relationships with their customers and to reach a
younger audience.
A Snap Shot Analysis of Ireland’s Socially Engaged Banks on
Facebook and Twitter
Laura Berry - Digital Marketing Consultant
@lauram1berry
www.evolvedigital.wordpress.com
Some Key Insights• Customers are using social media for brand evaluation and
purchase options as well as customer service tool
• Banks are no longer shying away from complaints and are
acting quickly to appease disgruntled customers.
• Since 2012, marked changes in the way banks are
communicating with customers
• Edelman Trust barometer indicates mistrust in consumers in
financial institutions but sentiment is slowly improving
• Social media a transparent way for bank to re-establish this
trust
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Facebook• Key Takeaways (analysis 18.04.2014 – 02.05.2014)
• Bank of Ireland, AIB, KBC Bank and Rabodirect.ie are active
on facebook.
• Permanent TSB and Ulster Bank have facebook pages but
accounts are dormant.
• Banks are delivering customer service through Facebook,
responding to comments and wall posts and engaging with
customers with advice, competitions and comment on
popular culture.
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Comparison Metrics
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Fan Page Comparison
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Most Engaging Posts
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Most engaging
content type
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Competitive
Leaderboard
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Irish Banks Using
The banks are creating live #hashtags for product launches,
sporting events to drive engagement
Twitter is a channel for customers to vent their frustration and
make complaints
Most successful accounts educate with news and advice – Bank
of Ireland and AIB
Most engaging accounts run Competitions rather than offers
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Twitter Account
Handles
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Top Line Account Stats
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
@ASKAIB Account
Analysis
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
@ASKKBCIreland
Account Analysis
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
@UlsterBank_Help
Account Analysis
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
@talktoboi Account
Analysis
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
Other Social Platforms
banks are using• Bank of Ireland are using Boards.ie again as
customer service tool
• Most banks have LinkedIn account to host
corporate Information and as a channel for
recruitment
• AIB have Flickr account
• YouTube popular for showcasing marketing
campaigns and product demos
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
A SNAPSHOT ANALYSIS OF IRELAND’S SOCIALLY ENGAGED
THANK YOU
LAURA BERRY
@lauram1berry
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