PRESENTACIÓN JULIO 2014

Special ReportBrazil Conventional Banking

on Social Media

May 2015

www.alianzo.com

Target

The purpose of this report is to compare the social media profiles of the most successful Conventional Banking in Brazil regarding their assets. The report aims to analyse and identify their strategies and actions regarding social media.

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Analysed Conventional Banking in Brazil

Top KPIs Conventional Banking in Brazil - May 2015

Industry Unique

Audience:1,006,426

Average # of Posts:1,646

Average Engagement Rate (ER) per

Post:5

Industry Unique

Audience:177,876

Average # of Posts:

4

Average Engagement Rate (ER) per

Post:59,717

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Industry Unique

Audience:18,071,366

Average # of Posts:

22

Average Engagement Rate (ER) per

Post:3,289

Top Conventional Banking in Brazil - Benchmark:Source Alianzo Analytics

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Facebook is the most important social network for the Brazil Conventional Banking's marketers

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● BMG does not have any profile on Facebook.

AUDIENCE

● Conventional Banks in Brazil bring together more than 18 million of unique users (among the top 11 banks analysed). ● Itaú gathers almost the 40% of the audience, making a big gap with respect to the other leading banks. AWESOME!

CONTENT

● Conventional Banks in Brazil are not very active on their profiles, with an average of less than 1 post/day. CONTENT IS THE KING! FANS APPRECIATE IT!

● Banco Do Brazil stands out as the most active bank with almost 2 times higher (44 posts/month) published content than the average.

● There are some banks that use emoticons in their posts such as Itaú, Bradesco, Banco Do Brazil, Banrisul, Caixa and Santander. Itaú for instance, uploads videos using them. ORIGINAL CONTENT!

● In general, these banks talk about: their financial products and services, culture (art, theatre and music), sustainability and social welfare.

ENGAGEMENT

● The average industry engagement is 63,864 interactions/month. This is the number of interactions that users make per month.

● Itaú gets the best engagement result with almost 7 times more engagement than the average industry. AMAZING! GREAT CONTENT!

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Which is the content of the 3 most popular banks in Brazil ?

1 2

3 4

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1 2

3 4

Blog: they use 'Medium' as their personalblog. In this platform they talk about personal stories of real people.

Products and services: promotionwith cartoon photos.

People welfare: photos talking about road safety, online security, events, etc.

Customised hashtags: #BomPraTodos, #DeBikeAoTrabalho

Other contents: games to save money, surveys about banks, financial news of other websites, gifts reward customer loyalty.

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Customised hashtags: #issomudaomundo, #sdv

Itau cultural: it is a website that talks about culture (art, theatre and music).

Other contents: short videos made with emoticons, Instagram content, mobile apps.

Videos: stories of real people talking about their lives, curiosities, singers or actors promoting their new shows.

Photos: funny posts with photos and questions to encourage fans' participation.

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In general, original videos achieve the best result of engagement

1. Itaú (241,902 interactions)

4. Sicredi (25,012 interactions)

3. Caixa (27,537 interactions)

2. Bradesco (74,681 interactions)

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AUDIENCE

INTERACTIONS /MONTH

INTERACTIONS / CONTENT

1º

2º

3º

CONTENT

ENGAGEMENT

1º

2º

3º

1º

2º

3º

Top 3 Brazil Conventional Banks on Facebook – May 2015

1º

2º

3º

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Top Conventional Banking in Brazil - Benchmark: Source Alianzo Analytics

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Twitter is the social network where Brazil Conventional Banks are more active

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● HSBC has a profile on Twitter only for Customer Care purposes. We will not take it into account because we do not analyse this type of profiles for this study. Bradesco, Santander and Citibank also have their own one.

AUDIENCE

● Brazil Conventional Banks have a unique audience of 1,006,426 unique users. INCREDIBLE!● Itaú stands out with almost the 54% of the total unique audience. WOW! ITAÚ RULES ON TWITTER!

CONTENT

● The average content that Conventional Banks in Brazil post are almost 1,770 tweets per month. 55 TWEETS/DAY!

● Itaú is the most active bank with 9,419 tweets/month, being 4.5 times higher than the average content published. MORE THAN 266 TWEETS/DAY! LOTS OF PEOPLE MAKE QUESTIONS TO THEM.

● These banks talk about: their products and services, sports, events and culture (art, theatre and music).

ENGAGEMENT

● The average engagement generated per month in this industry is 1,579 interactions/month. ● Itaú has the highest engagement per month (9,809 interactions/month), in this case they are the ones who

tweet the most. 6 TIMES HIGHER THAN THE AVERAGE ENGAGEMENT!

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Which is the content of the 3 most popular banks in Brazil?

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1 2

3

2

3

1

1 2

4

3 4

Customised hashtags: #issomudaomundo, #sdv, #trocolikes, #MaytheForth

Videos: short videos using Vine's platform. They use emoticons in them.

Retweets: retweets of positive mentions about the bank, tweets about culture (theatre, art and music) and retweets of their 'Itau Cultural' profile.

Customised hashtags: #BomPraTodos, #FicaADica, #sonhos

Facebook content: they publish the same content as they post on Facebook.

Retweets: retweets of their profile about sports (F1, beach-volley)

Photos: cartoon photos with tips to save money, the battery of your smartphone.

Customised hashtags: #descuBRA, #MaytheForthBeWithYou

Promotions of plays and musicals: using videos or photos (some of them are promoted by actors).

E-learning foundation: they teach courses of administration, computing, etc.

Other contents: corporate news, mobile app (smartwatch), e-commerce links.

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Funny tweets with jokes and promotion videos (own campaigns, musicals, etc.) get the best engagement result.

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1. Itaú (955 interactions) 3. Bradesco (470 interactions)

4. Santander (327 interactions)2. Caixa (541 interactions)

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AUDIENCE

INTERACTIONS /MONTH

INTERACTIONS / CONTENT

14

1º

2º

3º

CONTENT

ENGAGEMENT

1º

2º

3º

1º

2º

3º

Top 3 Brazil Conventional Banks on Twitter – May 2015

1º

2º

3º

Top Conventional Banking in Brazil - Benchmark: Source Alianzo Analytics

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Youtube generates the highest engagement on the Conventional Banking Industry in Brazil.

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AUDIENCE

● The unique audience that the Conventional Banks in Brazil reach is 177,186 unique users. ● Itaú is the bank that achieves the biggest audience with a 57% of the total market.

MORE THAN HALF OF THE MARKET!

CONTENT

● The total average content generated per month on YouTube are almost 4 videos. ● The bank that uploads more videos is Itaú, with 15 videos. WONDERFUL! SPIELBERG IS TREMBLING ;)● In general, Conventional Banks in Brazil upload videos about: commercials, events, financial trends, tips

and tutorials for financial issues, promotions and competitions for fans.

ENGAGEMENT

● The average content engagement is 633,869 interactions per month. This data indicates interactions made by users with content posted by Conventional Banks in Brazil. IMPRESSIVE!

● Itaú gets the highest engagement with 6,016,128 interactions per month. 9 TIMES HIGHER THAN THE AVERAGE ENGAGEMENT! IS THIS MAGIC? NO, IT IS FOR REAL!

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Which is the content of the 3 most popular banks in Brazil ?

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1 2

3

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They use videos with emoticons to create short stories about different topics.

Commercials of the bank. Experts of the bank talking about financial trends.

2Tutorials about how to do usual things in a bank such as quick money transfers.

Entrepreneurs talking about how they set up their business and its evolution.

4 Events sponsorship: speeches of experts talking about Big Data

** HSBC has not uploaded any video during the analysed period. Therefore we do not take it into account in spite of being the third most important bank in terms of audience.

Commercials of the bank.

Competitions: they organise competitions that encourage their fans to send a video in response to questions of the competition (tips to save money travelling, etc). Then they choose and publish the best one and give the winner a prize (money mainly).

Campaigns: campaigns to encourage people telling their stories (money tips) and share them with others in order to learn.

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Videos using emoticons and Commercials were the most viewed videos.

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1. Itaú (4,166,466 views) 2. Santander (455,046 views)

3. Bradesco (3,996 views) 4. Caixa (1,301 views)

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AUDIENCE

INTERACTIONS /MONTH

INTERACTIONS / CONTENT

19

1º

2º

3º

CONTENT

ENGAGEMENT

1º

2º

3º

1º

2º

3º

Top 3 Brazil Conventional Banks on YouTube – May 2015

1º

2º

3º

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Alianzo Rank – Conventional Banking in Brazil

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91 X X X X X X X X X

90 X X X X X X X X X

89 X X X X X X X X X

89 X X X X X X X

88 X X X X X X X

86 X X X X X X X

84 X X X X X X X X X X

82 X *X X X X X X

82 X X X X X X X X

82 X X X X X

79 X X X X X X X X

**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.*We have not taken into account the HSBC profile on Twitter analysis section, but we do take it for this ranking

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● Conventional Banks in Brazil bring together more than 18 million of unique users (among the top 11 banks analysed). ● Itaú gathers almost 40% of the audience, making a big gap with respect to the other leading banks.● Conventional Banks in Brazil are not very active on their profiles, with an average of less than 1 post/day. ● These banks talk about: their financial products and services, culture (art, theatre and music), sustainability and social

welfare.

● Brazil Conventional Banks have a unique audience of 1,006,426 unique users.● Itaú stands out with almost 54% of the total unique audience● Itaú is the most active bank with 9,419 tweets/month, being 4.5 times higher than the average content published.● These banks talk about: their Facebook content, their products and services, sports, events and culture.● Funny tweets with jokes and videos promoting something (own campaigns, musicals, etc) get the best engagement

result.

● Youtube generates the highest engagement on the Conventional Banking Industry in Brazil.● Itaú is the bank achieving the biggest audience with a 57% of the total market. ● Itaú gets the highest engagement with 6,016,128 interactions per month. ● Videos using emoticons and commercials are the most viewed videos.

Conclusions

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GOOD PRACTICES

Itaú makes lots of videos using emoticons and this types of videos are the ones that gain the highest engagement because their messages are short, direct and cheerful.

It is really useful to use customised hashtags on the content of this industry because they generate memories. It is important to include a part of their name on hashtags (#descuBRA, #Citi100anos, #Caixaginastica, ForumITBanrisul).

Banco Do Brasil uses games to save money. This kind of action named as 'gamification' is a good strategy to engage people with the bank.

Video competitions: this type of actions generate a lot of engagement. Santander does it very well.

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BAD PRACTICES

Banco BMG does not have a profile on Facebook. The majority of the audience is on Facebook, so all the banks in Brazil should be here.

Not many banks use Instagram, Pinterest or Blogs on their content strategy. The use of this networks could be helpful for their online strategy.

Mystery shopper: the majority of the Conventional Banks in Brazil answered our enquiries or comments. There are also some banks that have other Twitter profiles only for Customer Care purposes: HSBC, Bradesco, Santander and Citibank.

Itaú and Bradesco use real stories about people. These stories are related to love, health, money, etc. People enjoy this type of actions in Brazil.

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METHODOLOGY

Analysed Period: From 04/18/2015 to 05/18/2015 (1 month)

Criteria: The analysed profiles have been those that refer to a specific country, in this case, Brazil. The selected banks are those that have any of the main social networks analysed (Facebook, Twitter or YouTube). We do not take into account theTwitter profiles used only for customer care purposes.

Mistery Shopper: We have analysed the degree of real interaction between Conventional Banks in Brazil and their customers/followers. We have used real profiles on various social networks.

Sources- http://www.economipedia.com/finanzas/bancos-mas-grandes-del-mundo-2014.html- http://infobanco.net/ranking-bancos-mas-grandes-2014/- http://rankings.americaeconomia.com/2012/bancos/ranking250.php- www.alianzo.com

● 'Alianzo Rank'● 'Alianzo Analytics'

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