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PRESENTACIÓN JULIO 2014
Special Report:US Online Banking Industry
on Social Media
www.alianzo.com
May 2015
Target
The purpose of this report is to compare the social media profiles of the most successful US Online Banks regarding their turnover volume. The report aims to analyze and identify their strategies and actions on social media.
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Analyzed USA Online Banks
Top Social Media KPIs in the US Online Banking Industry - May 2015
Industry Unique
Audience:115,698
Average # of Posts:144
Average Engagement Rate (ER) per
Post:1
Industry Unique
Audience:3,609
Average # of Posts:
2
Average Engagement Rate (ER) per
Post:124
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Industry Unique
Audience:416,237
Average # of Posts:
13
Average Engagement Rate (ER) per
Post:276
Top Online Banks in the US - Benchmark:Source Alianzo Analytics
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Facebook is the most important social network for the US Online Banking marketers
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AUDIENCE
● Online Banks in the US bring together 416,237 unique users (among the top 8 banks analyzed). ● Ally gathers almost the 38% of the audience, making a big gap with respect to the other leading banks.
WONDERFUL!
CONTENT
● Online Banks in the US are not very active on their profiles, with an average of less than 1 post/day. REMEMBER THAT CONTENT IS THE KING ON SOCIAL MEDIA!
● Sallie Mae stands out as the most active bank with almost 2.5 times higher (32 posts/month) published content than the average.
● These Banks' content strategy is: TEXT+PHOTO+LINK. Capital One 360 and Sallie Mae also use customized hashtags.● In general, these banks talk about: their blogs (tips to save money, employees, etc), financial news, education,
corporate news and photos with quotations.
ENGAGEMENT
● The average industry engagement is 2,231 interactions/month. This is the number of interactions that users make per month. Facebook generates the best engagement in the Online Banking Industry in the US.
● Ally achieves the best engagement result with almost 7 times more engagement than the average industry. IMPRESSIVE! ● The audience distribution by gender indicates that women interact more than men, specially with the following banks:
Ally, Sallie Mae and Bank5 Connect.● On Wednesdays and Saturdays US Online Banks receive more interactions.
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Which is the content of the 3 most popular Online Banks in the US?
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Blog: personal finance tips, financial news and Bank products' announcements. (Best prices on airfare, vacations and health, etc)
Blog: real stories about people who use their product 'Goals'. A product that makes all the math for its users by taking their balance and subtracting upcoming bill payments, pending transactions, etc.
Videos: commercials, explanations of their simple pay service with a smartphone.
Other contents: Thingiverse (digital designs for Physical Objects).
Website for retired people: stories, videos and quotes from retirees.
No Branches = Great Rates: photoswith small sentences or short videos about daily life.
Mobile app
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Capital One 360 Cafe: community space where you can learn new ways to save time and money while you tap free WiFi and enjoy a great cup of coffee. People go theres to share their personal tips to save time and money.
Customized hashtags: #my360LA, #my360NY, #my360SF, #my360PA
Other contents: promotion of the people of their summer internship program, events, original photos with questions to their fans.
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Funny photos of daily life and commercial videos achieve the best engagement result
1. Ally (7,776 interactions)
4. Sally Mae (9 interactions)
3. Capital One 360 (335 interactions)
2. Simple (949 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 US Online Banks on Facebook – May 2015
1º
2º
3º
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Customer Care of the 3 most popular Online Banks in the US
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RATIO OF ANSWERED QUESTIONS RATIO OF RESPONDED USER POSTS
5.24% responded
41.38% responded
5.24% responded
26.32%responded
15.49% responded
24.44% responded
Top Online Banking Industry in the US - Benchmark: Source Alianzo Analytics
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Twitter is the social network where US Online Banks are more active
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AUDIENCE
● Online Banks in the US have a unique audience of 115,698 unique users.● Capital One 360 and Simple have the 76% of the total unique audience.
REALLY AWESOME! THESE BANKS RULE THE INDUSTRY ON THIS NETWORK!
CONTENT
● The average content that US Online Banks post are almost 144 tweets per month. 5 TWEETS/DAY! ● Simple is the most active bank with 506 tweets/month, being 3.5 times higher than the average content
published by the industry. WHAT AN ACTIVE BANK! 17 TWEETS/DAY! ● In general, US Online Banks publish content about: financial news of other websites (CNN, Daily Finance,
etc), their Facebook content, corporate news, retweets of positive mentions and reteweets of their other Twitter profiles and tips to save money.
ENGAGEMENT
● The average engagement generated per month in this industry is 217 interactions/month. ● Sallie Mae has the highest engagement per month (837 interactions/month), although they are not the
ones who tweet the most (Simple). ALMOST 4 TIMES HIGHER THAN THE AVERAGE ENGAGEMENT!
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Which is the content of the 3 most popular Online Banks in the US?
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Customized hashtags: #saveforcollege, CashChat, #CollegePlanningCalculator
College saving goal: tips for parents to save money for their children and create a plan for college.
Storify: service that lets the user create stories or timelines using social media.
Retweets: retweets of positive mentions, tweets of education.
Facebook content: They only publish their Facebook content (Capital One 360 Cafe, news about the bank, etc).
1Facebook content: They only publish their Facebook content (posts of the blog, videos, etc).
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Retweets of education, videos of bank services and original photos get the best engagement result
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1. Sally Mae (1,754 interactions) 3. Ally (63 interactions)
4. First Internet Bank (7 interactions)
2. Simple (312 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
15
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 US Online Banks on Twitter – May 2015
1º
2º
3º
Top Online Banking Industry in the US - Benchmark: Source Alianzo Analytics
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US Online Banking Industry does not use Youtube a lot.
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● As Simple and GoBank do not show their number of subscribers on their profile, the audience value displayed on the table is null.
AUDIENCE
● The unique audience that Online Banks reach in the US is 3,609 unique users. ● Capital One 360 and Ally are the Banks that bring together the biggest audience with a 95% of the total market.
ALMOST ALL THE MARKET! REMEMBER THAT NOT ALL THE BANKS SHOW THEIR NUMBER OF SUBSCRIBERS
CONTENT
● The total average content generated per month on YouTube are almost 2 videos. ● The bank that uploads more videos is First Internet Bank, with 6 videos. PERFECT! ● Their video content includes: commercials, corporate information (annual results of the bank), their
financial products or services, education and speeches of employees.
ENGAGEMENT
● The average content engagement is 165 interactions per month. This data indicates interactions made by users with content posted by Online Banks in the US. YOU SHOULD IMPROVE THIS RESULT!
● Simple gets the highest engagement with 883 interactions per month. WELL DONE SIMPLE! KEEP WORKING!
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Which is the content of the 3 most popular Online Banks in the US?
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Commercials about the bank.
Plan for college: they asked fans to tell them who they were saving for and why. With over 15,000 entries, their team selected the top three stories and they are on their way to surprise the winners.
Employees: speeches of employees talking about their personal life and their experience in the mortgage industry to help their customers.
2015 Annual Shareholder Meeting: slides presentation of their annual results.
** In this case, we do not analyze the most popular banks in terms of audience because they have not uploaded any video on the analyzed period. So, we have selected the ones with the highest engagement.
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Commercials and personal stories were the most viewed videos.
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1. Simple (897 views) 2. Sally Mae (128 views)
3. Bank of Internet (31 views) 4. First Internet Bank (23 views)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
20
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 US Online Banks on YouTube – May 2015
1º
2º
3º
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Alianzo Rank – Online Banking in the US
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**Alianzo Rank values go from 0 to 100, and take into account the sum of the punctuation obtained on each social network (fans, interactions, content etc.). This figure is weighted by the importance given by Alianzo to each social media.
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● Online Banks in the US bring together 416,237 unique users (among the top 8 banks analyzed). ● Sallie Mae stands out as the most active bank with almost 2.5 times higher published content than the average. ● Online Banks in the US are not very active on their profiles, with an average of less than 1 post/day. ● Facebook generates the best engagement for the Online Banking Industry in the US.● Funny photos of daily life and commercial videos achieve the best engagement result.● Customer care: US Online Banks do not answer all the comments made by users.
● Twitter is the social network where US Online Banks are more active. ● Capital One 360 and Simple bring together the 76% of the total unique audience.● The average content that US Online Banks post are 5 tweets per day.● US Online Banks publish content about: Facebook content, financial news of other websites (CNN, Daily Finance, etc),
corporate news, retweets of positive mentions and of other profiles of the bank and tips to save money.
● US Online Banks do not use Youtube a lot.● Capital One 360 and Ally are the banks that bring together the biggest audience with a 95% of the total market.● The total average content generated per month on YouTube are almost 2 videos. ● Commercials and personal stories were the most viewed videos.
Conclusions
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GOOD PRACTICES
Sallie Mae uses Storify, a network that lets the user create stories or timelines using different social media such as Twitter, Facebook and Instagram. You can create your own stories.
Personal stories are a fantastic way to engage fans. People love real stories.
Having blogs and other bank-related pages (retirees site, etc) seem to be a a good content strategy. These actions and Google+ can also help their SEO (the majority uses it).
Capital One 360 arranges meetings on their own bars. People go there to sharel their personal tips to save time and money. Great action to be next to your fans!
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BAD PRACTICES
US Online Banks do not Youtube a lot. In fact, during the analyzed period come of then have not even uploaded a video. Remember that normally, Youtube is one of the best social networks to achieve more engagement.
Customer Care: The, banks should try to respond the majority of the enquiries or questions of their fans on Facebook. We only show the results of the leading banks (in terms of audience), but the rest gained similar results except Sallie Mae, which was the only one with more than 60% of answered user questions.
Mystery shopper: in general, the majority of the US Online Banks answered to our enquiries or comments.
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METHODOLOGY
Analyzed Period: From 05/04/2015 to 05/25/2015 (21 days)
Criteria: The analyzed profiles have been those that refer to a specific country, in this case, US. The selected banks are those that have any of the main social networks (Facebook, Twitter or YouTube).
Mistery Shopper: We have analyzed the degree of real interaction between Online Banks in the US and their customers/followers. We have used real profiles on various social networks. We do not take into account the Twitter profiles used only for customer care purposes.
Sources- http://www.huffingtonpost.com/gobankingrates/2015-rankings-10-best-onl_b_6624024.html- http://online-only-banks-review.toptenreviews.com/- www.alianzo.com
● 'Alianzo Rank'● 'Alianzo Analytics'
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