10
SOCIAL MEDIA REPORT ITALIAN BANKS How are the banks in Italy doing in social media? TIME PERIOD: 06/12/2014 to 05/01/2015 January 2015 05 C/ Llacuna 162-164, box 102, 08018 Barcelona (Spain) - www.socialwinapp.com

Social Media Report Banks Italy

Embed Size (px)

DESCRIPTION

We have analysed the Twitter activity of these Italy banks: IW Bank, Fineco Bank, Banca Mediolanum, BNL, ING Direct, IBL Banca, Banca MPS, Unicredit and Webank.

Citation preview

Page 1: Social Media Report Banks Italy

SOCIAL MEDIA REPORT

ITALIAN BANKS How are the banks in Italy doing in social media?

TIME PERIOD: 06/12/2014 to 05/01/2015

January 2015 05

C/ Llacuna 162-164, box 102, 08018 Barcelona (Spain) - www.socialwinapp.com

Page 2: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

SOCIAL NETWORKS: TWITTER

ANALYZED COMPETITORS:

IW Bank Fineco Bank Banca Mediolanum BNL ING Direct IBL Banca Banca MPS Unicredit Webank

Page 3: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

Methodology

In this report we will use a simplified version of the tool focusing on Twitter platform, analysing key indicator like audience,

interaction and engagement, regarding the main competitors of the Soccer’s Teams in UK and verifying it in the perspective

of Benchmarking. To reach this goal we will use the analytic tool SocialWin, that will allow us to monitorize the different social

networks in a defined time. Finally we will be able to provide a global vision of the sector, utilizing diferrent metrics, like the

total audience, the number of mentions or the average of followers for every brand.

Metrics and KPI’s Metrics and KPI’s, rise as key elements of Social Media Analytics, which allow us to measure, quantify and check the critical

process of Social Media in a methodical and accurate way, aligning them whit the global goals of the organization and

measuring the range of the defined goals during the time.

KPI’s Twitter

AUDIENCE GROWTH POSTING INTERACTION ENGAGEMENT [%]

Total Number of Followers Total Number of New Followers Total Number of Tweets Total Number of Retweets; Comments and Favorites Global score between 0 and 100

Technical Profile

Study Typology: Social Network Analysis

Time of Monitoring: 06/12/2014 – 29/01/2015

Social Network Analyzed:

Twitter

/

Industry: Banks /

Month / Year: Dic/jan-14 Audience Analysis Yes

Geographical Area: Italy Growth Analysis Yes

Number of Competitors: 9 Posting Analysis Yes

Selection Criteria: Industry Competitors with the

largest number of followers

Interaction Analysis Yes

Engagement Analysis Yes

Page 4: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

SocialWin Twitter Standard SOCIAL

NETWORK METRICS / KPI's SOCIALWIN STANDARD*

VERY LOW LOW MEDIUM HIGH VERY HIGH

TWITTER Nº FOLLOWERS < 0 - < 500 < 0,5K - < 5K < 5K - < 25K < 25K - < 0,1M > 0,1 M

Twitter Analysis

Twitter, was born in 2006, as a microblogging platform and positioned itself in few years like the most popular media

for news spreading in the world. Its simplicity and the 140 characters limitation hugely speeded up the utilization of this

media, converting it into the favorite communication tool for professionals, businesses and fans.

Twitter is an asymmetrical social network, where we can follow a person is not following us and vice versa. Nowadays the

plataform counts more than 500 millions of users, the average of time navigation is of 89 minutes/month and the average

is of 165 mil tweets/minute. These datas make Twitter the second most important social network of the world. Below we

highlight some of the main advantage to be present in this social network:

• To realize special offers, competitions, and launch news goods.

• To offer a personalized service of Customer Care.

• To improve your own supply of goods and services.

• To strengthen the relationships with customers.

• To create an strengthen brand evangelists.

• To know better your audience.

Page 5: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

Audience Analysis

The Audience indicates the amount of followers of a community. For Facebook it’s the number of fans, on Twitter it’s the number of followers and on YouTube it’s the number of subscribers. This metric provides the community’s audience size, it shows how many users can be potentially reached.

Audience Ranking on Twitter

Page 6: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

Growth Analysis

Growth is an indicator that provides the speed of our community’s audience change and reflects the number of followers gained or lost within a period of time. It is calculated based on the variation of the audience in a given period of time. The growth value can be positive, if the community increases the number of followers or negative in the case the community loses audience.

Growth Ranking on Twitter

Page 7: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

Posting Analysis (Content)

Posting is the metric that shows the volume of content published in a given period of time. This helps us measure the efforts of the community management team, counting the number of published posts, sent tweets or uploaded videos in the past day, week or month. We count the content posted by the community management team and, if the page allows so, the content posted by other users in the timeline (in case we’re measuring Facebook).

Posting Ranking on Twitter

Page 8: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

Interaction Analysis Interaction shows the total volume of interaction that has been generated in a given period of time. On Facebook, it counts Likes, Comments and Shared content. On Twitter, it counts Retweets, Mentions and Favorited items. On Youtube it counts number of Likes, Dislikes and Comments.

Interaction Ranking on Twitter

Page 9: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

Engagement Analysis

The Engagement is one of the main KPIs in social media and the value represents the level of loyalty or commitment of the fans towards the brand’s fan page. The engagement score reflects the level of success of our content strategies and our channel management activities. The algorithm used to calculate the engagement value considers the different types of interaction in a period of time and assigns a score to each one. It then compares it to the audience of each community and the result is a score from 0 to 100.

Engagement Ranking on Twitter

Page 10: Social Media Report Banks Italy

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

C/ Llacuna 162-164, box 102,

08018 Barcelona (Spain)

www.socialwinapp.com

[email protected]

¡Measure your Engagement for Free!

SocialWin® allows playback of all text from the PDF Social Networks Analytics Report, except the contents of this website where otherwise indicated, provided the source is acknowledged in the terms and conditions

of a Creative Commons license CC BY- SA 3.0. http://creativecommons.org/licenses/by-sa/3.0/deed.ca

Copyright © copyright texts: the authors, Barcelona, 2013