2013 01-31 social media-banking

Banking Industry North America

Social Media Score Card and Industry Maturity January 31, 2013

Table of Contents

1. Purpose of Report2. Research Methodology 3. Report Summary & Highlights 4. Social Media Score Card5. Social Media Industry Maturity6. Social Media Ranking 7. About Base22

2 © Copyright 2013 Base22 Canada

Purpose of Report

The purpose of this report is to assess how corporations are effectively using social media relative to their peers in the same industry. In addition, assessing the adoption of social media within an industry will measure the maturity of the market segment in their use of these emerging communication channels.

Corporate expenditures for traditional media such as print, television, and radio are rapidly declining as the acceptance of social media becomes more mainstream. Companies need to realign their marketing and communications strategy by targeting their customers and business communities who are increasing their activity on these social networks.

Companies failing to realign their marketing and communications strategy by adopting social media will be wasting money on traditional channels where the presence of their targeted market demographics is diminishing.


Research Methodology

Our research methodology analyzes data from the four most popular and largest social media networks: Twitter, LinkedIn, YouTube and Facebook.

• Twitter, with over 700 million accounts, was assessed because of its potential use for mass communications to drive market presence and brand awareness.

• LinkedIn. LinkedIn has quickly become an important business development capability, brand awareness, and brand advocacy by company employees.

• YouTube, with its reputation for spawning viral videos, is increasing its importance as a social media channel to distribute rich visual messaging.

• Facebook with over 900 million registered accounts has become the primary channel to drive customer loyalty, brand advocacy, and consumer engagement.

The methodology consists of assessing a minimum of 15 publicly available data elements across all four social media channels. Each data element for each company is rated and ranked across the industry. A final balanced score for each company is calculated and ranked among the peers in the industry.


Report Summary


Early Adopters Bank of America continues to lead the North American banking industry with their balanced social media footprint. BoA focuses not only on one but all of the social media networks and integrates their channels to provide a richer and broader customer engagement experience and online social presence.

Early Majority Citi, Wells Fargo, Chase have good initiatives but tend to focus on one or two social media platforms. If they integrated their campaigns across all social channels, they will have a stronger and more balanced online social presence.

Late Majority TD, Scotiabank, and RBC appreciate the need to have a social media presence. They have established a basic footprint but need to develop a more integrated and balanced strategy to improve on their social presence, influence, and customer engagement.

Laggards US Bank, BMO, and CIBC continue to neglect the benefits of social media and do not see the urgency to provide a social engagement with their customers. Companies in this category will fall further behind their competitors and will have a tougher challenge to establish a competitive social presence as the industry matures.

Report Highlights

From the latest research data as of January 31, 2013, Canada’s top 5 banks are late majority or laggards in their adoption of social media. With the exception of US Bank, all of the American banks are early majority or early adopters to social media. The adoption disparity could be related to Canada’s more conservative and risk adverse approach for embracing new technologies.

In the last 12 months there were several notable changes for social media adoption in the banking industry. Chase increased their social presence and is ranked 4th moving up from 10th. Scotiabank improved by +3 while RBC dropped by -3 positions. US Bank, BMO, and CIBC all dropped in their last 12 months of social activity by -2, -1, and -3 rankings, respectively.

Regardless, social media will continue to have a strong presence in the banking industry for customer engagement, brand advocacy, and consumer loyalty. Banks who fail to capitalize on this technology will isolate themselves from an emerging younger workforce and a socially engaged consumer generation.


Report Highlights (continued)


Bank Rank Jan 2013 Rank Dec 2011 Net ChangeBank of America 1 1 0

CITI 2 2 0

Wells Fargo 3 3 0

Chase Bank 4 10 +6

TD Canada Trust 5 5 0

Scotiabank 6 9 +3

RBC 7 4 -3

US Bank 8 6 -2

Bank of Montreal 9 8 -1

CIBC 10 7 -3

Ranking

Bank of America

CITI

Wells Fargo

Chase Bank

TD Canada Trust

Scotiabank

RBC

US Bank

Bank of Montreal

CIBC

Social Media Score Card – Banking


LEADING LEADING

AWARE AWARE AWAREAWARE



AWARE AWAREAWARE

AWARE AWAREAWARE

AWARE AWARE AWARE

AWARE AWARE

ENGAGEDAWARE

ENGAGED

ENGAGED

Social Media Industry Maturity – Banking


ENGAGEDENGAGED

AWAREAWARE

LEADINGLEADING

Laggards Late Majority Early Majority Early Adopter

Exploring – 1 or no presence and limited customer engagement

Emerging – 2 or more presences with minimal customer engagement

Collaborating – 3 or more presences with active customer engagement

Leading – 4 or more presences with integrated social footprint & customer engagement

Social Media Ranking by Platform

Bank Rank Twitter Facebook LinkedIn YouTube

Bank of America 1 3 1 1 2

CITI 2 1 4 2 1

Wells Fargo 3 4 2 4 3

Chase Bank 4 5 7 3 7

TD Canada Trust 5 2 10 6 5

Scotiabank 6 9 3 8 4

RBC 7 6 5 5 10

US Bank 8 10 6 7 6

Bank of Montreal 9 7 8 9 8

CIBC 10 8 9 10 9


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About Base22

© Copyright 2013 Base22 Canada

Edward Wong MBA

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Edward is a Partner and co-founder of Base22 Canada. As a former KPMG, Deloitte, PricewaterhouseCoopers and IBM professional, Edward has over 18 years of business and technology consulting experience. Edward has held senior management and strategic leadership positions at his previous companies. Edward brings with him a diverse set of practical skills and client experiences ranging from audit/tax, Enterprise Resource Planning, enterprise portals, content management, social enterprise transformation, social analytics and industry market research.

Edward developed the Social Enterprise theory, methodology, and framework. These intellectual assets and thought leadership will enable organizations to quickly and cost effectively adopt social technologies from a strategic position but with manageable tactical execution to realize faster entry into the social business and social media platforms to achieve measurable ROI (influence) and ROE (engagement). Edward’s industry experiences include Banking, Pharmaceutical, Retail, Petroleum & Chemical, Government, and National Defense.

www.base22canada.com Twitter @base22canada [email protected]

© Copyright 2013 Base22 Canada

2013 01-31 social media-banking

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