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Social Media Report - American Banks 1st January - 30th June, 2017
The American Banks Social Media Report covering January to June 2017 analyzes social media performance across various banks, highlighting key metrics such as audience growth, engagement rates, and response times. BB&T led with the highest fan growth on Facebook, while TD Bank excelled in response speed on Twitter. The report also identifies effective content strategies, showing that holiday-themed posts garnered the best engagement on Facebook, and sports-related tweets were most engaging on Twitter.
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Social Media Report - American Banks 1st January - 30th June, 2017
- 1. January 1st –June 30th, 2017 American Banks Social Media Report
- 2. Table of Contents •Industry Insights • Leaderboard • Share of Voice Snapshot • Audience Size • Facebook Posts vs. Engagement • Tweets vs. Engagement • Instagram Posts vs. Engagement • LinkedIn Posts vs. Engagement • Likes and Comments • Facebook – Reach and Impressions • Facebook – Organic and Promoted Posts • Facebook and Twitter Campaigns • Instagram Hashtags • Timing Analysis • Customer Service (Reply Time and Response Rate) • Most Engaging Content • Key Takeaways Brands analyzed in this report include: Bank of America, Bank of the West, BB&T, BBVA Compass, BMO Harris Bank, Capital One, Chase, Citibank, Citizens Bank, Comerica Bank, Fifth Third Bank, Huntington Bank, Key Bank, M&T Bank, PNC, Regions Bank, Santander Bank, SunTrust, TD Bank, U.S. Bank, Umpqua Bank, Union Bank, Wells Fargo.
- 3. Industry Insights • Witha growth rate of 28%, BB&T enjoyed the highest Fan Growth Rate among the brands analyzed on Facebook. • Taking just 43 mins 55 secs on average, TD Bank replies the fastest to Customers' Tweets. • BBVA Compass published the most number of Posts (229) on Instagram. • The average length of a YouTube video by a bank is 2 mins 15 secs. • TD Bank had the highest number of updates (340) on LinkedIn.
- 4. Leaderboard Network Highest Audience Size CapitalOne (4,272,248) Citibank (893,520) Chase (37,456) Citibank (1,276,377) Highest Growth BB&T (28.08%) BB&T (16.23%) Chase (31.52%) Santander Bank (20.23%) Highest Engagement BB&T (827) PNC (895) Citizens Bank (887) Citizens Bank (448)
- 5. Share Of VoiceSnapshot Network Most Number of Posts BBVA Compass (355) Bank of the West (761) BBVA Compass (228) TD Bank (346) Most Number of Likes Capital One (288,749) Citibank (91,782) Bank of America (13,129) Citibank (33,429) Most Number of Comments Bank of America (13,778) Capital One (2,408) Wells Fargo (825) Citibank (511)
- 6. 0.00M 1.00M 2.00M3.00M 4.00M 5.00M Citibank Bank of America Chase Wells Fargo Capital One TD Bank U.S. Bank Regions Bank Huntington Bank PNC Linkedin Instagram Twitter Facebook Audience Size Capital One had the largest audience size on Facebook (4,272,248) and Citibank had the most number of followers on Twitter (893,520) and LinkedIn (1,276,377). Chase had the largest audience on Instagram (37,456).
- 7. 0 100 200300 400 500 600 700 800 900 BB&T BMO Harris Bank U.S. Bank Citizens Bank Fifth Third Bank Santander Bank Bank of the West Key Bank Umpqua Bank Regions Bank Number of Facebook Posts Engagement Facebook Posts vs. Engagement BB&T had the highest engagement (827 out of 1,000) and published 94 Posts. Their most engaging Posts revolved around holidays like New Year’s, St. Patrick’s Day, and the Fourth of July.
- 8. 0 100 200300 400 500 600 700 800 Fifth Third Bank Capital One Citizens Bank Comerica Bank SunTrust Key Bank Huntington Bank U.S. Bank Regions Bank Number of Tweets Engagement Tweets vs. Engagement Fifth Third Bank published 134 Tweets and received an engagement of 753. The most engaging Tweet was on the brand’s sponsorship of Ricky Stenhouse Jr. in the NASCAR Cup Series.
- 9. 0 100 200300 400 500 600 700 800 900 1,000 Citizens Bank BMO Harris Bank Wells Fargo TD Bank U.S. Bank Citibank Capital One Chase BBVA Compass Bank of America Number of Instagram Posts Engagement Instagram Posts vs. Engagement Citizens Bank published 39 Posts and received an engagement of 887 out of 1,000 on Instagram. The bank’s most engaging Post featured their baseball park situated in Philadelphia.
- 10. 0 50 100150 200 250 300 350 400 450 500 Citizens Bank Key Bank BB&T Fifth Third Bank SunTrust PNC U.S. Bank Capital One Regions Bank Chase Number of LinkedIn Posts Engagement LinkedIn Posts vs. Engagement Citizens Bank, which published the least number of updates (4) had the highest engagement (448) on LinkedIn. The most engaging Post was on the bank’s ground-breaking corporate campus in Johnston, Rhode Island.
- 11. Total Likes Capital Onehad the most number of likes on Facebook (288,749). Citibank received the most number of likes on Twitter (91,782) and LinkedIn (33,429). Bank of America had the most number of likes on Instagram (13,129). 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Bank of America Chase Citibank Wells Fargo BBVA Compass Capital One TD Bank U.S. Bank BB&T Citizens Bank LinkedIn Instagram Twitter Facebook
- 12. Total Comments Bank ofAmerica had the most number of comments on Facebook (13,778). Capital One received the most number of comments on Twitter. Wells Fargo had the highest number of comments on Instagram (825) while Citibank raked in the most number of comments on LinkedIn (511). 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Citibank Wells Fargo Bank of America U.S. Bank Fifth Third Bank BB&T Regions Bank Chase Capital One Citizens Bank LinkedIn Instagram Twitter Facebook
- 13. Facebook – EstimatedReach and Impressions Capital One had the highest estimated Reach and Impressions (15,763,755 and 26,156,710 respectively). 0.00M 5.00M 10.00M 15.00M 20.00M 25.00M 30.00M Capital One Bank of America Citibank US U.S. Bank Fifth Third Bank BB&T Citizens Bank Regions Bank Chase Santander Bank US Estimated Reach Estimated Impressions
- 14. Facebook – Organicand Promoted Posts Fifth Third Bank had the most number of Promoted Posts (77) while BBVA Compass had the most number of Organic Posts (323). 0 50 100 150 200 250 300 350 Fifth Third Bank Citibank US BB&T Capital One Regions Bank Bank of the West U.S. Bank BBVA Compass Bank of America Comerica Bank Number of Organic Posts Number of Promoted Posts
- 15. Facebook Campaigns Bank ofAmerica’s “#MLBmemorybank” campaign generated the most engagement (804) and had only 4 Posts. The campaign invited fans to share and celebrate their MLB memories. 0 200 400 600 800 1,000 #MLBmemorybank (Bank of America) #BBTBallpark (BB&T) #JamFest 2017 (Capital One) It's time to refinance student loans (Citizens Bank) #onUpMoment (SunTrust) #PNCGrowUpGreat (PNC) #53Babies (Fifth Third Bank) #JoanneTour (Citibank US) #Togetherisbeautiful (Wells Fargo) #TDFBBT (TD) Number of Facebook Posts Engagement
- 16. Twitter Campaigns Capital One’s“#SnackHoodieSweepstakes2017” brought in the highest engagement (926) even though the brand used it only once. The brand launched a contest inviting their followers to tweet using the hashtag #SnackHoodie in order to win a ‘Snack Hoodie’. 0 100 200 300 400 500 600 700 800 900 1,000 #SnackHoodie Sweepstakes 2017 (@CapitalOne) #BravesAreBack (@SunTrust) #StandWithUs (@fifththird) #SecureYourself (@PNCBank) #MLKDay 2017 (@citizensbank) #CityAccelerator (@Citi) #CarryTheLoad (@Chase) #pickuphope (@bankofamerica) #SpecialOlympics (@TDBank_US) #DailyChangeApp (@WellsFargo) Number of Tweets Engagement
- 17. Instagram Hashtags BBVA Compassposted the most using their hashtag #bbvacompass (193) while Santander Bank used their #prosperandthrive hashtag 16 times. 0 50 100 150 200 250 bbvacompass (BBVA Compass) bank (TD) citivolunteers (Citi) bettermoneyhabits (Bank Of America) prosperandthrive (Santander Bank) Number of Posts
- 18. Most Engaging Dayof the Week Snapshot Network Bank of America Monday Friday Tuesday Bank of the West Wednesday Sunday Thursday BB&T Sunday Monday Monday BBVA Compass Tuesday Thursday Wednesday BMO Harris Bank Sunday Saturday Friday Capital One Saturday Saturday Thursday Chase Tuesday Tuesday Wednesday Citibank Tuesday Saturday Sunday
- 19. Most Engaging Dayof the Week Snapshot Network Citizens Bank Saturday Thursday Wednesday Comerica Bank Sunday Saturday Wednesday Fifth Third Bank Thursday Friday Tuesday Huntington Bank Saturday Friday Thursday Key Bank Tuesday Wednesday Friday M&T Bank Monday Friday Friday PNC Thursday Monday Wednesday Regions Bank Saturday Wednesday Wednesday
- 20. Most Engaging Timeof the Day Snapshot Network Bank of America 9 PM-10 PM 3 PM-6 PM 5 PM-6 PM Bank of the West 12 PM-1 PM 6 PM-9 PM 12 AM-1 AM BB&T 12 AM-1 AM 6 AM-9 AM 5 PM-6 PM BBVA Compass 12 AM-1 AM 3 AM-6 AM 12 AM-1 AM BMO Harris Bank 5 PM-6 PM 3 PM-6 PM 12 AM-1 AM Capital One 9 PM-10 PM 9 PM-12 AM 12 AM-1 AM Chase 9 PM-10 PM 3 PM-6 PM 12 AM-1 AM Citibank 3 PM-4 PM 9 AM-12 PM 12 AM-1 AM
- 21. Most Engaging Timeof the Day Snapshot Network Citizens Bank 8 PM-9 PM 6 AM-9 AM 12 AM-1 AM Comerica Bank 9 PM-10 PM 12 PM-3 PM 12 AM-1 AM Fifth Third Bank 11 AM-12 PM 6 AM-9 AM 12 AM-1 AM Huntington Bank 5 PM-6 PM 6 PM-9 PM 12 AM-1 AM Key Bank 1 PM-2 PM 3 PM-6 PM 12 AM-1 AM M&T Bank 11 AM-12 PM 12 PM-3 PM 12 AM-1 AM PNC 9 AM-10 AM 12 PM-3 PM 12 AM-1 AM Regions Bank 10 AM-11 AM 12 PM-3 PM 12 AM-1 AM
- 22. Customer Service –Reply Time (inminutes) TD had the fastest reply time on both Facebook (52 minutes) and Twitter (43 minutes). 0 500 1,000 1,500 2,000 TD Bank BMO Harris Bank M&T Bank Chase Citizens Bank Huntington Bank Bank of the West BB&T Umpqua Bank Regions Bank Reply Time on Twitter Reply Time on Facebook
- 23. Customer Service –Response Rate Wells Fargo had the best response rate on Facebook (93%). Umpqua Bank and Regions Bank responded to the most user Tweets as a percentage (58%). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wells Fargo Regions Bank Fifth Third Bank BMO Harris Bank TD Bank U.S. Bank Santander Bank BB&T Umpqua Bank Union Bank Response Rate on Twitter Response Rate on Facebook
- 24. Most Engaging FacebookPosts Key Bank Click here for Key Bank’s Post For the fourth consecutive year, KeyBank is recognized by Points of Light as one of the 50 most comm.. ENGMT. LIKES COMMENTS SHARES 1,000 6,487 99 283 Citizens Bank Click here for Citizens Bank’s Post 3, 2, 1… Welcome Home! Watch as Retired Staff Sergeant Shawn Jones sees his home for the first tim.. BBVA Compass Click here for BBVA Compass’ Post Despite what others said, you stayed true to who you are. You took a risk and seized an opportunity... ENGMT. LIKES COMMENTS SHARES 1,000 6,046 206 522 ENGMT. LIKES COMMENTS SHARES 1,000 5,572 398 564
- 25. Vote now! Youcould be entered to win $100 while helping someone win $25,000 to make their dreams c.. Click here for Citizens Bank’s Tweet ENGMT. FAV. REPLIES RETWEETS 1,000 675 47 138 Most Engaging Tweets We believe everyone deserves to live a Fifth Third better. We proudly stand with the LGBT community.. RT for a chance to win four tickets to see @ElvisCostello at @SummerStage on 6/15! #contest https:/.. Click here for Fifth Third Bank’s Tweet ENGMT. FAV. REPLIES RETWEETS 1,000 6,126 314 870 Click here for Capital One’s Tweet ENGMT. FAV. REPLIES RETWEETS 1,000 469 24 1,093 Citizens Bank Fifth Third Bank Capital One
- 26. Wells Fargo hascelebrated its history with museums free and open to public since the 1920s. San Fr.. Click here for Wells Fargo’s Post ENGMT. LIKES COMMENTS FILTER 781 349 223 Normal Most Engaging Instagram Posts #Citi Center is the 1st building on Paulista avenue, in Sao Paulo, Brazil & for Citi in Latin Ameri.. Click here for Chase’s Post ENGMT. LIKES COMMENTS FILTER 688 934 94 Normal Click here for Citibank’s Post ENGMT. LIKES COMMENTS FILTER 603 457 21 Normal Wells Fargo Chase Citibank Are you #TeamStephen or #TeamSerena for the Battle of the Paddle? Two great athletes. One epic matc..
- 27. We are excitedto announce Patrick Jancsy as the new Director of Citizens Private Wealth Advisor Gr.. Click here for Citizens Bank’s Post ENGMT. LIKES COMMENTS 915 225 39 Most Engaging LinkedIn Posts Our President and COO Andy Cecere (pictured) will succeed Richard Davis as CEO on April 18, 2017. D.. Click here for U.S Bank’s Post ENGMT. LIKES COMMENTS 913 1,110 19 Click here for U.S Bank’s Post ENGMT. LIKES COMMENTS 832 948 23 Citizens Bank U.S. Bank U.S. Bank Congratulations to our new CEO and longtime U.S. Banker Andy Cecere.
- 28. Key Takeaways • Americanbanking brands received the best engagement on Facebook. This was 1.7x better than their engagement on Twitter, 1.5x more than Instagram and 6x more than on LinkedIn. • Banking brands promoted 29% of their Facebook Posts in the given time period. • On Facebook, brands received the best engagement on Posts that centered around holidays and occasions. • On Twitter, Tweets centered around sports and contests received the best engagement.
- 29. Thank You For moreinformation, please contact us at [email protected].