The UAE Banking Report 2013 - 2014
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Transcript of The UAE Banking Report 2013 - 2014
THE UAE BANKING REPORT ON SOCIAL MEDIA2013-2014
Ayman ItaniDigital Strategist | Media Professor | Public Speakeraymanitani.com
Joe MoufarrejCEO of Lava Brandslava-brands.com
ABOUT THE AUTHORS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
BACKGROUND AND METHODOLOGY
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
We studied 28 banks in the UAE Q3,Q4 2013 and Q1 of 2014. We also used data from April and May 2014 where applicable.
We analyzed the content of more than 4,500 Social Media updates posted by the most active banks.
As with any study done, there is a margin of error due to using publicly available data, public APIs, human error,…
BACKGROUND AND METHODOLOGY
KEY FINDINGS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
What we considered to be an “Active Bank” in this study is a bank with at least one Social Media account that posts updates on average at least once per day.
ACTIVITY ON FACEBOOK, TWITTER
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
ACTIVE ON FACEBOOK
LOW OR NO ACTIVITY ON FACEBOOK
43%
57%
ACTIVE ON TWITTER
ACTIVITY ON FACEBOOK ACTIVITY ON TWITTER
LOW OR NO ACTIVITY ON TWITTER
39%
61%
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
NOT ON LINKEDIN
HAVE ACCOUNTS ON LINKEDIN
NOT ON INSTAGRAM
HAVE ACCOUNTS ON INSTAGRAM
25%
75%
ACTIVITY ON LINKEDINBANKS ON LINKEDIN BANKS ON INSTAGRAM
ACTIVITY ON INSTAGRAM
64%
36%
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
YEAR OF CREATING ACCOUNTS
2008 2009 2010 2011 2012 2013 2014
01 01 01
03
0807
05
OPENING YEAR OF FACEBOOK ACCOUNT
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
OPENING YEAR OF TWITTER ACCOUNT
YEAR OF CREATING ACCOUNTS
2008 2009 2010 2011 2012 2013 2014
0
02 0202
06
04
02
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
DATE OF INCREASE IN ACTIVITY
Banks in the UAE have signi�cantly grown their Social Media activity as of Q3 of 2013 and across di�erent channels.
COMMUNITY SIZE
The average community size as of May 2014 for the active banks is 101,991 on Facebook and 16,412 on Twitter.
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
AVERAGE COMMUNITY SIZE ON FACEBOOK FOR ACTIVE BANKS
400
350
120,000
100,000
80,000
60,000
40,000
20,000
0Q3 - 2013 Q4 - 2013 Q1 - 2014 MAY - 14
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
COMMUNITY SIZE
APRIL - 14
COMMUNITY SIZE
AVERAGE COMMUNITY SIZE ON TWITTER FOR ACTIVE BANKS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0Q3 - 2013 Q4 - 2013 Q1 - 2014 APRIL - 14 MAY - 14
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
Active Banks in the UAE post on average 261 status up-dates per quarter on Facebook and 271 updates per quarter on Twitter. There are �uctuations based on season, competitions, promotions,… Banks have been active every day of the week on Facebook and Twitter. There is a slight drop of activity over the weekend; how-ever, they continue to remain active.
LEVEL OF ACTIVITY
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
LinkedIn average community size is 13,570 followers and an average of FOUR posts per bank per month in 2014 . 10% of banks are taking advantage of Show-case Pages.
Instagram average community size is 500 followers and an average of 12 posts per bank per month in 2014
ACTIVITY ON LINKEDIN AND INSTAGRAM
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
LEVEL OF ACTIVITY
ACTIVITY OF BRANDFACEBOOK
400
350
300
250
200
150
100
50
0Q3 - 2013 Q4 - 2013 Q1 - 2014
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
LEVEL OF ACTIVITY
ACTIVITY OF BRANDTWITTER
400
350
300
250
200
150
100
50
0Q3 - 2013 Q4 - 2013 Q1 - 2014
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
ACTIVITY ON LINKEDIN
LINKEDIN AVERAGE NUMBER OF POSTSPER BANK PER MONTH (2014)
8
7
6
5
4
3
2
1
0JANUARY FEBURARY MARCH APRIL MAY
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
ACTIVITY ON INSTAGRAM
INSTAGRAM AVERAGE NUMBER OF POSTSPER BANK PER MONTH (2014)
40
35
30
25
20
15
10
5
0JANUARY FEBURARY MARCH APRIL MAY
Observing the Growth Rate of the community size of the active banks, Q3 and Q4 of 2013 witnessed signi�cant growth rates in the community. Q1 of 2014 didn’t see that growth. It is common that once a community size is built up to a certain level that the brand e�orts then move towards increasing engagement levels.
GROWTH RATE
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
TWITTERFACEBOOK
400
35
30
25
20
15
10
5
0Q3 - 2013 Q4 - 2013 Q1 - 2014 APRIL - 14 MAY - 14
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
GROWTH RATE OF COMMUNITY SIZE (%)
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
We analyzed the content of more than 4,500 Social Media status updates posted by the most active banks and found that 47% of the content falls under the category of “Marketing by Brand” while 37% is “Engaging Customers”.
CONTENT ANALYSIS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
KEY FINDINGS – CONTENT ANALYSIS
MARKETING A BRAND/EVENT
46.89%
ENGAGING CUSTOMERS
36.95%
RECOGNIZING CUSTOMERS
6.10%POSTING A
NOTIFICATION2.29%
PROMOTING HR
ACTIVITIES1.10%
CROSS-MARKETING A BRAND
0.37%
POSTING A CHEER1.08%
INTEGRATING TECHNOLOGIES
2.29%
POSTING ABOUT A GENERAL
EVENT1.73%
CUSTOMER SUPPORT
1.19%
UAE BANKS ONLINE ACTIVITY
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
The category within “Marketing By Brand” that composes 64% of the marketing content is “Posts general product/-service marketing”. 22% of the marketing content is competition related
MARKETING BY BRAND
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
POSTS GENERAL PRODUCT/SERVICE MARKETING64.24%
POSTS A STATEMENT “COMPETITION RELATED”22.04%
POSTS AN EVENT UPDATE4.84%
SHARES A LINK TO WEBSITE OR APP3.74%
UPLOADS EVENTS PHOTOS/VIDEOS2.99%
POSTS BANK NEWS0.80%
POSTS A STATEMENT “UPCOMING PROGRAM”0.75%
POSTS MEDIA RELATED TO A PRODUCT/SERVICE0.45%
POSTS CURRENT NUMBER OF FACEBOOK FANS0.05%
POSTS A STATEMENT “REWARDS CUSTOMER”0.05%
SHARES LINK TO WEBSITE OR APP3.74%
CATEGORIES OF MARKETING BY BRAND
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
CATEGORIES OF MARKETING BY BRAND
The category within Marketing By Brand that composes most of the marketing content is “Posts general product/service marketing”.
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
CATEGORIES OF MARKETING BY BRAND
For example:Our sincere thanks for voting for our [CardName] ! Your trust has helped us win the prestigious [AwardName] for [BankName] Card under the category of “XXX"
الخدمةربيعاختار [ البنكاسم الشريعةمبادئعلىتعتمدألنها [األوقاتكلفيالكاملةالشفافيةلهتضمنالتياإلسالمية
.
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
TACTFUL MARKETING APPROACH
If we look closer at the “Posts general product/service marketing” category, we see that the brands are using a tactful method to promote its brand. The brand tackles a topic related to its industry or its audience in a way that appeals to a general audience and then �nds a way to link it to its services.
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
TACTFUL MARKETING APPROACH
For example,It's the weekend, it's time to go shopping! By using [BankName] credit card you can win back up to X%… [link]Experience the ultimate family holiday at [location]. Immerse yourself in adventure this summer, The exclusive O�er for [Type] Cardholders from AED […]* For more information – visit: [link]SALE SALE SALE! Catch the 3 days sale at @[Place] on Sheikh Zayed Road and get up to XX% o�. [Link]
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
COMPETITIONS ON SOCIAL MEDIA
22% of the “Marketing by Brand” is competition related.
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
COMPETITIONS ON SOCIAL MEDIA
For example,Which one of the following screens appears �rst when you access the [Bank Name] Mobile Banking App? If you know the answer, post it as a comment with hash tag #[QuizName] and stand a chance to win a [Prize]! Condi-tions Apply.
Login to [Bank Name] Online or [Bank Name] Mobile and get a chance to win an AED […] mall voucher or AED […] cash back. Learn more: [link]
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
ENGAGING CUSTOMERS
This is where the bank tries to be active with its audience, interacting with them, soliciting participations in competitions, general questions or statements that are of appeal to a wide range of audience,…
ASKS CUSTOMERS QUESTIONS
ASKS A CUSTOMERS
TO LIKE/SHARE/TAG/VOTE
HELPING CUSTOMERS
POSTS A STATEMENT
“COMPETITION RELATED”
GENERALKNOWLEDGE
POSTS A STATEMENT
“ENVIRONMENTFRIENDLY”
POSTS A STATEMENT “REWARDS CUSTOMER”
POSTS A STATEMENT
“GOOD MORNING”
POSTS A RELIGIOUS
QUOTE
REPLIESTO A
COMMENT
POSTS AN EVENT UPDATE
POSTS ASTATEMENT“FOOTBALL
MATCH SCORE..”
SHARES LIKES TO WEBSITE OR APP
POSTS A STATEMENT “LIFESTYLE”
POSTS GENERAL
PRODUCT/SERVICE
MARKETING
51.23%
1.77% 1.52%
19.00%15.39%
3.04% 2.03%0.76% 0.76% 0.13%0.32% 0.06% 0.06%
2.79%0.95%
ENGAGING CUSTOMERS
For example,"The weekend is a great time to relax and spend some quality time with you loved ones. Tell us how you plan to unwind today!”
“Don’t access banking services from public computers. Keep your identity safe.”
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
LANGUAGES USED
POST LANGUAGES
70% 17% 13%
A\ENGLISHARABIC
MIXED ARABIC & ENGLISH
70% of the status updates were in English while 17% were in Arabic. The remaining 13% were a mix of both Arabic and English in the same status update.
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
VIEWPOINT
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
VIEWPOINT
We reached out to top executives in banks in the UAE and asked them if they would handle’ their bank’s Social Media account to get closer to their customers and a good portion of them were eager to do so.
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
For example,It's the weekend, it's time to go shopping! By using [BankName] credit card you can win back up to X%… [link]Experience the ultimate family holiday at [location]. Immerse yourself in adventure this summer, The exclusive O�er for [Type] Cardholders from AED […]* For more information – visit: [link]SALE SALE SALE! Catch the 3 days sale at @[Place] on Sheikh Zayed Road and get up to XX% o�. [Link]
“YES. It is highly recommended for any member of a customer focused organization to be exposed to day to day interaction with customers - whether to spend a day in the branch, call center or at the social media 'command center'.”
Petr KlimesGroup Marketing Director
VIEWPOINT
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
“YES. How else you can be put under pressure to see and feel reality? If I cared to know the truth, and get to the cracks of it nothing beats real time, honest, straight through feedback from the ones we need to care about. Yes it might be challenging, we might get defensive, but still, some learning will be there.”
Mohamed ZaqoutGroup Head of Retails
VIEWPOINT
GENERAL RECOMMENDATIONS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
This study details the Social Media KPIs of the UAE banking industry and can act as a benchmark against the activity of banking brands and relevant other industries.
For example, you can take a look at the average community size and see where you stand in comparison to it.
GENERAL RECOMMENDATIONS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
Content tactic that is working for brands is tackling a topic related to its industry or its audience in a way that appeals to a general audience and then �nds a way to link it to its services. E�orts in that direction will continue to bear results; however, more emphasis in the content communication needs to be done on the Customer Support aspect as that is a recurring theme in user questions to the brand.
GENERAL RECOMMENDATIONS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
Regularly do Content Analysis on how people are interacting with your content and what they are posting on your wall in the direction adopted in this report. The results of this analysis will assist you in building more e�ective content calendars moving forward.
GENERAL RECOMMENDATIONS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
There is a need to continue to invest in Social Media ads to grow the community size and boost visibility of content to that community, especially with the decreasing reach of organic reach.
GENERAL RECOMMENDATIONS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
There is a communication opportunity via LinkedIn for communicating on a regular basis with all of these active professionals on LinkedIn. Moreover, only few banks are taking advantage of LinkedIn’s Showcase Pages to communicate relevant content with their di�erent connected audiences.
GENERAL RECOMMENDATIONS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
Few of the banks are active on Instagram; however, you see that there is a recent e�ort in being more active on that platform. Instagram continues to grow in popularity and banks can be part of the discussion if they do it tactfully.
GENERAL RECOMMENDATIONS
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
SCALE UP YOUR SOCIAL MEDIA EFFORTS (PROMO)
Is your bank ready to scale up its Social Media rankings?
Contact for consultation to benchmark the Social Media activity of your bank versus the industry. We can help you revamp your channels, optimize your content, spark engagements with your audience, and grow [email protected]+971529608685
THE UAE BANKING REPORT ON SOCIAL MEDIA: 2013 - 2014
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