PRESENTACIÓN JULIO 2014

Special ReportUK Conventional Banking on

Social Media

From 04/20/2015 to 05/10/2015

www.alianzo.com

Target

The purpose of this report is to compare the social media profiles of the most successful conventional banking in UK regarding their assets. The report aims to analyse and identify their strategies and actions regarding social media.

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Analysed Conventional Banking UK

Top KPIs in the UK Conventional Banking - April 2015

Industry Unique

Audience:187,411

Average # of Posts:126

Average Engagement Rate (ER) per

Post:10

Industry Unique

Audience:26,000

Average # of Posts:

5

Average Engagement Rate (ER) per

Post:2,343

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Industry Unique

Audience:1,740,118

Average # of Posts:

9

Average Engagement Rate (ER) per

Post:331

Top Conventional Banking in UK - Benchmark:Source Alianzo Analytics

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Facebook is the most important social network for the UK Conventional Banking's marketers

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● Tesco Bank does not have a profile on Facebook.

AUDIENCE

● Conventional Banks in UK bring together more than 1.7 million of unique users (among the top 11 banks analysed). ● Barclays gathers 31% of the audience, making a big gap with respect to the other leading banks . WELL DONE!

CONTENT

● Conventional Banks in UK are not very active on their profiles, with an average of less than 1 post/day. FANS DEMAND MORE INTERESTING CONTENT!

● Royal Bank of Scotland stands out as the most active bank with almost 2 times higher (17 posts/month) published content than the average.

● These Banks' content strategy is: TEXT + PHOTO + LINK. Many of them use also use customised hashtags.● In general, these banks talk about: charity projects, enviromental care, fraud concern and education.

ENGAGEMENT

● The average industry engagement is 2,691 interactions/month. This is the number of interactions that users make per month.

● Santander achieves the best engagement result with almost 3 times more engagement than the average industry. AWESOME, IT TRIPLES THE AVERAGE!

● The audience distribution by gender indicates that women interact more with the following banks: Natwest, Santander and Lloyds Bank.

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Which is the content of the 3 most popular banks in UK ?

Videos: money-saving tips, tutorials of their mobile app on a smartwatch.

Customised hashtags: #BetterOffOnline, #NationofLifesavers

Services: fraud prevention for Barclays services

Charity: working with the British Heart Foundation to teach CPR.

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Customised hashtags: #VEDay70, #NepalQuake

2Videos: news of their customer care on Facebook and twitter

Charity: donations for people who live in Nepal

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1

1Radio programme: podcasts of the programme 'The sound of small business'.

Customised hashtags: #RBCRewards 2

4 Other contents: Historical photos of employees, corporate news of the bank.

Videos: how to redeem your points for gifts, use of a debit card (if you use it, the bank donates money).

3 4 Other contents: tips about how to invest your savings, tax return 2014, enviromental care, financial products.

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Photos of charity and financial promotions achieve the best result of engagement

1. Santander (3,376 interactions)

4. Barclays (973 interactions)

3. The Co-operative (2,162 interactions)

2. HSBC (3,084 interactions)

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AUDIENCE

INTERACTIONS /MONTH

INTERACTIONS / CONTENT

1º

2º

3º

CONTENT

ENGAGEMENT

1º

2º

3º

1º

2º

3º

Top 3 UK Conventional Banks on Facebook – April 2015

1º

2º

3º

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Top Conventional Banking in UK - Benchmark: Source Alianzo Analytics

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Twitter is the social network where UK Conventional Banks are more active

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● Halifax has a profile on Twitter only for Customer Care purposes. We will not take it into account because we do not analyse this type of profiles for this study.

AUDIENCE

● Conventional Banks in UK have a unique audience of 187,411 unique users.● Barclays has a 37% of the audience. Standard Chartered also stands out with the 16% of the total unique

audicence. AMAZING! THEY BRING TOGETHER MORE THAN 50% OF THE AUDIENCE!

CONTENT

● The average content that Conventional Banks in UK post are almost 126 tweets per month. 4 TWEETS/DAY ● HSBC is the most active bank with 582 tweets/month, being 4 times higher than the average content

published. IMPRESSIVE! MORE THAN 19 TWEETS/DAY! ● Many banks such as Standard Chartered, Royal Bank of Scotland, Tesco Bank and Natwest publish the

content of their blogs (posts of finances, education, technology, charity projects).

ENGAGEMENT

● The average engagement generated per month in this industry is 476 interactions/month. ● Barclays has the highest engagement per month (1,125 interactions/month), although they are not the

ones who tweet the most (HSBC). 2 TIMES HIGHER THAN THE AVERAGE ENGAGEMENT!

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Which is the content of the 3 most popular banks in UK ?

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1

The same content as on Facebook and retweets of positive mentions.

Customised hashtags: #DeafAwarenessWeek, #BetterOffOnline, #Contactless, #smartwatch

Interactions with users: this bank interacts with tweets of different users about several topics (holidays plans, payday or graduation). They tweet a photo related to the topic.

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Customised hashtags: #GBP, #RMB, #winningwomen

2Blog: expert opinions on financial innovations, economic trends, trade flows and more topics.

Retweets of positive mentions.3

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1Blog: economics weekly, supporting corporates, individuals and small businesses, RBS news.

Customised hashtags: #bankholiday2

4 Other contents: news of other websites (financial, mentors and strategic network).

Videos: commercials of the bank, chiefs talking about the results of the bank.

3 4Other contents: photos of employees over the years.

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Photos of sponsorship, fraud concern and money tips get the best engagement result

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1. Standard Chatered(633 interactions) 3. HSBC (133 interactions)

4. Natwest (45 interactions)2. Barclays

(240 interactions)

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AUDIENCE

INTERACTIONS /MONTH

INTERACTIONS / CONTENT

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1º

2º

3º

CONTENT

ENGAGEMENT

1º

2º

3º

1º

2º

3º

Top 3 UK Conventional Banks on Twitter – April 2015

1º

2º

3º

Top Conventional Banking in UK - Benchmark: Source Alianzo Analytics

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Youtube generates the highest engagement on the Conventional Banking Industry in UK.

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AUDIENCE

● The unique audience that the Convetional Banks in the UK reach is 26,000 unique users. ● Santander, Barclays and Natwest are the brands that bring together the biggest audience with a 55% of the

total market. MORE THAN HALF OF THE MARKET!

CONTENT

● The total average content generated per month on YouTube are almost 5 videos. ● The bank that uploads more videos is Barclays, with 19 videos. GREAT JOB! ● Their video content includes: money-saving tips, corporate information, commercials, tutorials of mobile

apps and financial tips.

ENGAGEMENT

● The average content engagement is 31,433 interactions per month. This data indicates interactions made by users with content posted by Conventional Banks in UK. FANTASTIC!

● Barclays gets the highest engagement with 308,576 interactions per month. PLEASE BARCLAYS, TELL US YOUR TRICK!

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Which is the content of the 3 most popular banks in UK ?

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Mobile app: Jenson Button introduces the new Santander cycles app.

TV Commercials: financial products (credit cards, etc).

Researches: new Santander research reveals 11 million Brits do not save tax free.

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TV Commercials: financial services.21 Tips by experts of how to save money

Mobile app: presentation of the new app for smartwaches.

1Tutorials: tutorial of how to activate SBIMobile Banking.

Tips to avoid fraud: how to download a free security sofware

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Tips for ordinary things: how to order a replacement debit card using online banking.3

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Money-saving tips were the most viewed videos.

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1. Barclays (14,369 views) 2. Nationwide (13,098 views)

3. Halifax (979 views) 4. Tesco Bank (459 views)

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AUDIENCE

INTERACTIONS /MONTH

INTERACTIONS / CONTENT

19

1º

2º

3º

CONTENT

ENGAGEMENT

1º

2º

3º

1º

2º

3º

Top 3 UK Conventional Banks on YouTube – April 2015

1º

2º

3º

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Alianzo Rank – Conventional Banking in UK

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91 X X X X X X X X

89 X X X X X X X X X

88 X X X X X X X X

88 X X X X X X X X X

88 X X X X X X X

88 X X X X X X X X

88 X *X X X X X X

87 X X X X X X

79 X X X X X X X X X

69 X X X X X X X

62 X X X X X X X

**Alianzo Rank values go from 0 to 100, and take into account the sum of the punctuation obtained for each social network (fans, interactions, content etc.). This figure is weighted by the importance given by Alianzo to each social media. *We do not take into account the Halifax profile on Twitter section, but for this ranking, we take it.

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● Conventional Banks in UK bring together more than 1.7 million of unique users (among the top 11 banks analysed).● Barclays gathers 31% of the audience, making a big gap with respect to the other leading banks.● Santander achieves the best engagement result with almost 3 times more engagement than the industry average.● The audience distribution by gender indicates that women interact more with: Natwest, Santander and Lloyds Bank.● Photos of charity and financial promotions achieve the best result of engagement.● In general, these banks talk about: charity projects, enviromental care, fraud concern and education.

● Twitter is the social network where Conventional Banks in UK publish the most.● HSBC is the most active company, publishing 4 times more content than the average.● In this case, being the most popular bank (Barclays) does not mean being the most active one (HSBC).● Standard Chartered, Tesco Bank and Natwest publish the content of their blogs (posts of finances, education,

technology, charity projects).

● Youtube generates the best engagement in the Conventional Banking Industry in UK.● Barclays was the one that more videos uploaded (19 videos) and the one who achieved the best engagement result.● Their video content includes: money-saving tips, corporate information, commercials, tutorials of mobile apps and

financial tips.

Conclusions

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GOOD PRACTICES

There are some Conventional Banks in UK that use blogs on their social media strategy.

All the banks have a profile on Google+. This social network can also help their SEO.

Tips about money-saving are very useful for people, and increase the engagement of their contents.

Conventional Banks in UK talk about planet issues and try to help them with charity actions or enviromental care.

Natwest uses Twitter Cards. This is a good way to promote products and/or services.

*Mistery Shopper: in general, the majority of the Conventional Banks in UK answered our enquiries or comments. All the Conventional Banks in UK have other profiles on Twitter exclusively for customer care purposes (also Halifax).

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BAD PRACTICES

Tesco Bank does not have a profile on Facebook. This social network is the one with the largest audience.

The majority of Conventional Banks in UK, excepting Barclays and Natwest, do not have a profile on Pinterest or Instagram.

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METHODOLOGY

Analysed Period: From 04/20/2015 to 05/10/2015 (20 days)

Criteria: The analysed profiles have been those that refer to a specific country, in this case, UK. The banks selected are those that have any of the main social networks analysed (Facebook, Twitter or YouTube).

Mistery Shopper: We have analysed the degree of real interaction between Conventional Banks in the UK and their customers/followers. We have used real profiles on various social networks.

Sources- http://www.economipedia.com/finanzas/bancos-mas-grandes-del-mundo-2014.html- http://www.economicshelp.org/blog/347/uk-economy/top-10-british-banks/- http://www.accuity.com/useful-links/bank-rankings/- www.alianzo.com

● 'Alianzo Rank'● 'Alianzo Analytics'

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