Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
© 2017 Proprietary and confidential.
MAY 2017
CIT IGROUP
P O W E R E D B Y
MAY 2017
CitigroupBRAND & CAMPAIGN ANALYS IS
Q U E S T I O N S A N S W E R E D I NT H I S A N A L Y S I S
BRAND1. What are the key media conversations about Citigroup?
2. How does the conversation change over time?
3. Which stories resonate on social media?
4. What are Citigroup’s major divestments or acquisit ions since January 1, 2014?
5. How does the Citi conversation compare with Bank of America, JP Morgan Chase & Wells Fargo?
6. Which bank is making the strongest recovery post-GFC?
CAMPAIGN1. What are Citigroup’s major campaigns since Jan 1, 2014?
2. Which campaigns are most effective?
EXECUTIVESUMMARY
MEDIA
The news and blogs conversation about Citigroup largely focuses on the impact of their legal woes.Top ten themes from news and blogs about Citibank, since 1 Jan 2014
Citigroup Blocked from Paying Argentine Bond Payments(8% of network)
Profit Loss as Bond Trading Revenue Drops(8% of network)
Citi’s Mexican Subsidiary Paid $400M in Fake Invoices(12% of network)
Citi Bike Expands and Price of Membership Increases(7% of network)
Citigroup Pays $7B to Settle Mortgage Allegations(14% of network)
Legal Costs Hurting Citigroup(9% of network)
Citi Appointed as Depository Bank(11% of network)
Citigroup Sells OneMain Financial for $4.25B(9% of network)
Citigroup 2014 Q4 Profit Down 86% from Last Year(10% of network)
Fails Feds “Stress Test”; Stock Tank(13% of network)
Search: “Citi AND Citibank AND Citigroup”Article Count: 3609Color: topicNode Size: social sharingDate: Since Jan 2014
Negative topics are the most frequently shared
Soci
al S
harin
g
SentimentNegative Positive
Citigroup pays $7B to settle mortgage allegations
Legal costs hurting Citigroup
Fails feds “stress test”, stocks tank
Citi’s Mexican subsidiary paid $400M in fake invoices
Profit loss as bond trading revenue drops
Citigroup blocked from paying Argentine bond payments
Citigroup 2014 Q4 profit down 68% from last year
Citi Bike expands and price of membership increases
Citigroup sells OneMainFinancial for 4.25
Citi appointed as a depository bank
Citigroup Q4 profits plunged on weak trading and legal costs, amongst earlier settlements and litigation
Citi’s Mexican Subsidiary Paid $400M in Fake Invoices
Fails Feds “Stress Test”, Stocks Tank
Citigroup Pays $7B to Settle Mortgage Allegations
Citi Q4 profit plunge
Citigroup Blocked from Paying Argentine Bond Payments
Item
s pe
r w
eek 200
100
0
Search: “Citi AND Citibank AND Citigroup” Article Count: 3609Color: topicDate: Since Jan 2014
Dec 29 2013 Apr 20 2014 Aug 3 2014 Nov 16 2014 Mar 1 2015
200
100
0 Dec 29 2013 Mar 23 2014 Jun 15 2014 Sep 7 2014 Nov 30 2014
150
50
Feb 22 2015
Citigroup’s acquisitions and divestments are not central to the conversation about the bank
Search: “Citi AND Citibank AND Citigroup”Article Count: 3609Color: Acquisitions and divestment eventsDate: Since Jan 2014
BDO Completes Purchase of Citi Savings
Citi to Divest Spanish Consumer Biz
Citigroup Acquires Deutsche Bank's U.S. Power Trading Books
BB&T Acquires Another 41 Branches from Citibank
Citi to File IPO for OneMain Financials
Bank of Nova Scotia to Buy Citigroup Retail, Commercial Operations in Peru
Sumitomo Mitsui Trust In Talks To Acquire Citi Japanese Credit Card Unit
10000
100
1 10 100 1000 10000
1000
10
1
100000 1000000
Arti
cle
coun
t
Search: “Citi AND Citibank AND Citigroup”Article Count: 3609Color: CompanyNode Size: Article CountDate: Since Jan 2014
Across the Citi conversation the top mentioned companies are Citi Bank, JPMorgan, Bank of America and Wells Fargo
Top co-mentioned companies in Citi Bank conversation, by article count and social sharing
Wells Fargo
Bank of AmericaJPMorgan Chase
Citi Bank
10
1
1 100.1
Sent
imen
t pos
itive
sco
re
Sentiment negative score
Sentiment
PositiveNeutralNegative
Of the four banks, Wells Fargo has the least negative sentimentSentiment distribution from each bank’s news and blog conversation, since January 1, 2014
Citi BankJP Morgan Chase
Bank of America
Wells Fargo
Warren Buffet Loves WF Stock
Investor Optimism Rises
Expands Commercial Banking
Announces Increased Dividend Plan
Large Participation in Wells Fargo Conferences
Wells Fargo Brings Apple Pay to Customers
Higher Profits After Curbing Expenses
SuedOverUnfairLendingPractices
Continues Organic Growth Strategy
Wells Fargo Matches Profit Estimates, Says Economy is Improving
…as demonstrated by Wells Fargo’s favorable coverage centered on increased profitability and investor optimism Wells Fargo news and blogs conversation since January 1, 2014; colored by key topic
Search: “Wells Fargo” Article Count: 3103Color: topicNode Size: degreeDate: Since Jan 2014
JPMorgan Chase on the other hand has received more negative press, plagued by scandal, lawsuits, bank hacks, and a profit dipJPMorgan Chase news and blog conversation since January 1, 2014; colored by key topic
Search: “JPMorgan Chase” OR “J.P. Morgan Chase Corp”Article Count: 3712Color: topicNode Size: degreeDate: Since Jan 2014
Companies Working with JPMorgan for IPO
Sells Physical Commodities Business
JPMorgan Declares Preferred Stock Dividend
Profits Drop in 2014
JPMorgan Profit Fall, Dropping Down Bank Stocks
JPMorgan to Pay $100M to Settle US Antitrust Lawsuit
$17B Settlement with US Feds for Turning Blind Eye to Madoff
Massive Bank Hack Affects 80 Million Customers
Fragility Seen in Financial Services ETF’s
The conversation about Bank of America is also mixed with lawsuits and settlementsBank of America news and blog conversation since January 1, 2014; colored by key topic
Search: “Bank of America” OR “Bank of America Corp”Article Count: 3531Color: topicNode Size: degreeDate: Since Jan 2014
BofA Merrill Lynch 2014 Health Care ConferenceInternational Business
Affairs
Record $16.65B Mortgage Settlement with US Feds
$9.5B Mortgage Settlement with FHFA
BofA Stumbles in Fed “stress test”
Mortgage Related Civil Probes
Small Business Relationships
Post Loss After Litigation Expenses
Litigation Expenses Push BofA into Loss
CAMPAIGNS
Citigroup’s campaigns broadly group into two categories: sporting and social initiativesKeynewsandblogtopicsaboutCitiBank’sAdcampaignssinceAugust1,2013
Article Count: 1843Color: topicNode Size: degreeDate: Since Aug 2013Search: “(citi OR citigroup) AND (campaign OR "ad campaign")”
OlympicSponsorships(8% of network) Social Sponsorships
(12% of network)
Citi Field - Mets Stadium(37% of network)
Volunteerism &Community Involvement(12% of network)
Citi Bike(17% of network)
Citi Open - Tennis(6% of network)
SPORTS
SOCIAL INITIATIVES
Aid for Typhoon Victims(6% of network)
Soci
al s
harin
g
Article count
Article Count: 1843Color: topicNode Size: degreeDate: Since Aug 2013Search: “(citi OR citigroup) AND (campaign OR "ad campaign")”
Citi’s naming sponsorship of the Citi Open Tennis was also popular on social, yet received little press
Citi Open - Tennis
Disaster Aid
Contests/Promos
Olympic Sponsorship
Citi Bike
Social Sponsorships
Citi Field StadiumVolunteerism/Community Involvement
Citi’s move into music with Katy Perry has resonated most with consumers
Article Count: 1843Color: topicNode Size: degreeDate: Since Aug 2013Search: “(citi OR citigroup) AND (campaign OR "ad campaign")”
Soci
al s
harin
g
Social Sponsorship (12% of total)SOCIAL INITIATIVES
Article count
Citi’s social initiatives received consistent coverage, especially youth focused causes
Article Count: 1843Color: topicNode Size: degreeDate: Since Aug 2013Search: “(citi OR citigroup) AND (campaign OR "ad campaign")”
# sto
ries
per w
eek
Social Sponsorships (12%)
Volunteerism & Community Involvement (12%)
Aid for Typhoon Victims(6%)
SOCIAL INITIATIVES
Citi Announces Citi ThankYou® Home Runs for Communities Program
Citi Foundation Launches “Pathways to Progress”to Improve Career Readiness for 100,000 Youth
date
Aug 18 ‘13 Sep 29 ‘13 Nov 10 ‘14 Dec 22 ‘13 Feb 2 ‘14 Mar 16 ‘14 Apr 27 ‘14 Jul 8 ‘14 Jul 20 ‘14 Aug 31 ‘14 Oct 12 ‘14 Nov 23 ‘14 Jan 4 ‘15 Feb 15 ‘15
Citi sponsors Katy Perry’s“We Can Survive” charity show
Citibank to Support Teletón USACampaign to Aid Children withDisabilities, Cancer and Autism in the U.S.
Citi celebrates“Teach Children to Save Day”
Citi Earns Perfect Score on LGBTWorkplace Equality Scorecard
Soci
al s
harin
g
Article count
Article Count: 1843Color: topicNode Size: degreeDate: Since Aug 2013Search: “(citi OR citigroup) AND (campaign OR "ad campaign")”
Citi’s naming sponsorship of the Citi Open Tennis was also popular on social, yet received little press
Citi Open - Tennis
Disaster Aid
Contests/Promos
Olympic Sponsorship
Citi Bike
Social Sponsorships
Citi Field StadiumVolunteerism/Community Involvement
Similar nodes cluster together, and clusters are grouped by color. Each node represents a document.
Connections represent similar language used
across nodes
A bridging node between two clusters indicates the document is at an
intersection between two concepts.
Peripheral clusters could represent niche takes on the topic
Centrally located nodes are core concepts in the network and share language with many other nodes
Greater distance between clusters indicates a low number of inter-related documents
The density of a cluster indicates how similar or diverse the
nodes are within it
HOW TO READ A NETWORK
TEXT ANALYTICS BACKGROUND
Quid reads any text to identify key words, phrases,
people, companies and institutions.
Then Quid compares words from each document to
create links between them based on similar language.
Quid repeats the process at immense scale, producing a
network that shows how similar all the documents
are to one another.
Sporting Sponsorships2014 Olympic Games
http://www.businesswire.com/news/home/20140114006600/en/Citi-Launches-Advertising-Campaign-Sponsorship-U.S.-Olympic#.VRwp22R4pO9The same effort in 2012 secured 360 original media placements across national and local media, nearly 1 million unique website visitors, and 350 million people engaging with digital properties
http://awards.prweekus.com/citi-every-step-wayNew York Mets Citi Field
http://newyork.mets.mlb.com/nym/ballpark/Citi Open Tennis Tournament
http://www.atpworldtour.com/Tennis/Tournaments/Washington.aspx
Social InitiativesCiti Presents Katy Perry’s “We Can Survive”
http://www.cbsradio.com/single-press/2219?filter=2013A portion of the proceeds from “We Can Survive” will support Young Survival Coalition, the premier global organization dedicated to the critical issues unique to young women who are diagnosed with breast cancer.
Citi Celebrates Annual Global Community Day as 70,000 Volunteers Mobilize to Serve Nearly 480 Cities Around the Worldhttp://www.reuters.com/article/2014/06/08/ny-citi-idUSnBw085049a+100+BSW20140608
Citi Foundation Launches Career Readiness Initiative for Low-Income Youthhttp://philanthropynewsdigest.org/news/citi-foundation-launches-career-readiness-initiative-for-low-income-youth
Citi to serve as sponsor for the 2014 Wall Street Run & Heart Walkhttp://www.silive.com/news/index.ssf/2014/03/citi_to_serve_as_sponsor_for_t.html
Citi Raises More Than US$1 Million from Typhoon Yolanda Appealhttp://www.citigroup.com/citi/news/2013/131217a.htm
Citibank to Support Teletón USA Campaign to Aid Children with Disabilities, Cancer and Autism in the U.S.http://www.citigroup.com/citi/news/2013/131122b.htm
Citi Announces Citi ThankYou® Home Runs for Communities Programhttp://www.justmeans.com/press-release/citi-announces-citi-thankyour-home-runs-for-communities-program-for-the-2014-new-york
Citi celebrates “Teach Children to Save Day”http://finance.yahoo.com/news/citi-celebrates-teach-children-save-143000137.html
Citi Earns Perfect Score on LGBT Workplace Equality Scorecardhttp://finance.yahoo.com/news/citi-earns-perfect-score-lgbt-170000187.html
Promos & ContestsShop. Swipe. Win.
https://www.citibank.com.my/english/promo/debit_shopswipewin/index.html?icid=MYPRASHENBKMMMP01Apply for a Citi Visa, Get a Free Round-trip Ticket to Hong Kong
http://www.smartparenting.com.ph/home-living/travel-trips-activities/apply-for-a-citi-visa-get-a-free-round-trip-ticket-to-hong-kongGulf Air and Citi Bahrain Launch 'Fly Now, Pay Later' Campaign
http://www.zawya.com/story/Gulf_Air_and_Citi_Bahrain_Launch_Fly_Now_Pay_Later_Campaign-ZAWYA20141015063140/Tickets by the Minute
http://www.newsarawaktribune.com/news/28003/Citibank-announces-winners-of-TICKETS-by-the-Minute-contest/
Reading List
© 2017 Proprietary and confidential.
P O W E R E D B Y
Quid is software that reads millions of documents and offers immediate insight by organizing that content visually. We power human intuition with machine intelligence, enabling organizations to make decisions that matter.
FOR MORE INFORMATION VIS IT QUID .COM OR
CONTACT US AT H [email protected]
FOLLOW US ON SOCIAL @QUID