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This report on the Canadian Banking Sector was created using outputs from the eValue™ Social Media ROI Suite. This report is for promotional use only and should not be used a reporting tool. All data is current as of May 2012. Weekly reports will focus on a variety of industries and topics. To make a suggestion for a future report or to keep up to date, follow us on twitter @EngagementLabs To learn more about the eValue™ Suite or to sign up, go to www.eValueSuite.com
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A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
A special eValue™ report
The Canadian Banking Sector Measuring social media efficiency as of May, 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
About eValue™
The eValue™ Social Media ROI Suite is a set of so9ware as a service tools designed to calculate the performance of corporate social media campaigns by comparing natural (earned) engagement behavior of online communiCes against the paid promoCon and management efforts deployed by companies to build these followings. The Suite’s Efficiency Calculator analyzes publicly-‐available data from the Facebook, TwiOer and YouTube accounts of global brands and ranks all resulCng performance figures on a percenCle scale. The benchmark database is currently tracking engagement sta:s:cs of 11,393 global corporate social media accounts and aims to reach 20,000 by the end of summer 2012.
page : 2 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
The Canadian Banking Sector : 7 major brands
page : 3 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
eValue™ Social Media Efficiency Scores
ING BMO RBC Desjardins TD Canada Trust ScoCabank CIBC
page : 4 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Scotia Performance By Platform
page : 5 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Digging Deeper: Scotia Performance on Facebook
page : 6 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Scotiabank Facebook Recommendations
Facebook recommenda:ons 1. Include pictures, links and video when possible to increase visibility in
users' feeds. 2. Post every other day to allow users to engage with each post.
Spamming is a waste of efforts and pushes users to leave. 3. Include the full URL when posCng, not a shortened version. They have a
higher click-‐thru rate and you're not space limited like in twiOer.
page : 7 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
CIBC Performance on Twitter
page : 8 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Digging Deeper: CIBC Performance on Twitter
page : 9 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
How Could CIBC Improve on Twitter?
TwiAer Recommenda:ons 1. Include links in your tweets to increase their Re-‐tweet rate. 2. Provide quick response to menCons and replies to show people you
take their comments into consideraCon. 3. People Re-‐tweet more when you ask them to. A simple "Please RT" will
do the trick.
page : 10 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Desjardins Performance on YouTube
page : 11 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Digging Deeper: Desjardins Performance on YouTube
page : 12 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
How Could Desjardins Improve on YouTube ?
YouTube recommenda:ons 1. Monitor and reply on comments on both the channel home as well as
individual videos. 2. You shouldn’t delete every negaCve comment, but you can set
standards for deleCng comments with foul language or other offensive content.
page : 13 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Our Conclusions
• Despite a considerable amount of effort and expense invested into Social Media by the majority of Canada's largest financial ins:tu:ons, few are realizing its full poten:al.
• Most ins:tu:ons in this study create liAle value for customers and
fragment the user base by having mul:ple accounts for different func:ons.
• The excep:on is ING Direct who publishes on Facebook and TwiAer at
an above average rate and creates content that resonates with its users. Despite a smaller user base than others in the group, they receive the highest efficiency by a significant margin. In addi:on to posts that are op:mized for :me, content and consistency, user posts and tweets are responded to promptly.
-‐The #engagementlabs research team
page : 14 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
About Us We are #social enablers for #all things digital we are totally focused on #social engagement & opCmizaCon We offer a targeted range of social strategies, customized engagement pladorms and analyCc tools to measure performance and ROI. www.engagementlabs.com.
page : 15 Canadian Banking Sector
eValue™ Report – May 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
Derek Jen, Senior Product Manager Skype: derekparta TwiOer: @derekjen E-‐mail: [email protected]
Contact Us
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eValue™ Report – May 2012
