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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