Bank brandSocial Strategy–July 2015

Which are the most popular banks

in Social Media?

Brand 2 leads in Social Media fans,followed by Brand 3

Google+LinkedInPinterestYoutubeInstagramTwitterFacebook

468k23% 283k

14%274k14%

808k40%

94k5%

68k3%

Source: Internal research, 16th July 2015

Predictably, Facebook is the most popular SM platform.Surprisingly, LinkedIn is the second by posting jobs.

62%11%1%

25%

1%

Source: Internal research, 303Lowe Sydney, 16th July 2015

0’01%

Twitter shares the same contentintercalating financial advise and/or re-tweets

+ Re-tweets+ Financial advise

How do popular bankscommunicate?

Focusing on the Community, but you have to do it right

# of posts focused onBank / Finance

# of posts focused on theCommunity

Engagement Rate

Source: Internal research, 16th July 2015

+

-

Engagement Rate = Total interaction on last 10 Facebook posts / Total Facebook followers

FACEBOOK CONTENT STRATEGY MATRIX

5% E.R.

4.6% E.R.

0.8% E.R.0.6% E.R.

Focusingon community stories

from the POV of their people

People POV

BankPOV

Local stories of entrepreneurs Empowering communities through

campaigns and events

What Westpac does for the community Personal & financial tips

+4% E.R.

-1% E.R.

Engagement Rate = Total interaction on last 20 Facebook posts / Total Facebook followers

Source: Internal research,16th July 2015 B.E = Brand Engagement = % of total engagement of a brand from the last 20 posts

What Westpac does for the community Personal & financial tips

Client Stories65% of B.E.

Conversations30% of B.E.

.

Activities (contest)40% of B.E.

Community campaign 20% of B.E.

Community campaign65% of B.E.

Financial tips20% of B.E.

Conversation60% of B.E.Product description

30% of brand engagement

Local stories of entrepreneurs Empowering communities through campaigns and events

Catchy text & good photography helps

What can we doother than ‘talk’?

Provide real-time serviceextending our client service capabilities on Facebook & Twitter.

Tag the user

When possible answer, don’t re-direct

Sign the answer

Be colloquial, but not too much

Provide House rules

Showcase our Community campaignsproviding visibility of our Bank brand Community Foundation Projects, Sponsorships & Marquees.

21% of Brand Engagement

65% of Brand

EngagementBrand Engagement = % of total engagement of a brand from the last 10 posts

Bank brand in Social Media Engaging

conversation

SOCIAL CONTENTUSEFUL CONTENT

Real-time service Community campaigns

Simple & visual tipshosted in a new section in our Web to help SEO.

Be visually coherent Avoid generic images

4% of Brand Engagement

Brand Engagement = % of total engagement of a brand from the last 10 posts

7% of Brand Engagement

2% of Brand Engagement

Bank brand in Social Media

SOCIAL CONTENTUSEFUL CONTENT

Simple & visual tips

Engaging conversation

Community campaignsReal-time service

Bank brand in Social Media

SOCIAL CONTENTUSEFUL CONTENT

Simple & visual tips

Real-time service

Job OffersEngaging

conversation

Community campaigns

How can wecommunicate

in Social media?

What is ourBrand positioning?

TheI

in Bank brand

We understand diverse individual dreams(much better than the big banks)

Independently of our background,we feel normal

when we see ourselves reflected in others.

To have a broader view of what’s normal,

we’ll share stories that come from the most diverse ‘social tribes’

(reflecting Bank brand’s flexibility)

Social tribe stories:We understand & empower

any kind of dream(much better than the big banks)

SOCIAL TRIBE

STORIES

Celebration of local commerce

special dates

SOCIAL CONTENTUSEFUL CONTENT

SMB oriented tips

Authenticclient service

SMB & ST community campaigns

Promote SMBJob Offers

Personal stories of ‘Social tribes’