KeyBank: Delivering a #KeyInsider Experience Via Social
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Transcript of KeyBank: Delivering a #KeyInsider Experience Via Social
Delivering a #KeyInsider Experience viaSocial Media
Christina KlenoticKeyBank
Alyssa PurvisKeyBankApril 2016
#KeyInsider
History as aCommunity Bank
History as aCommunity Bank
History as aCommunity Bank
History as aCommunity Bank
Drive BusinessAcquisition
Relationship Growth
Accelerate Brand Boost Favorability
Drive BusinessAcquisition
Relationship Growth
Accelerate Brand Boost Favorability
Awareness Fan GrowthEngagement
Social Sentiment
70% of deposit accounts and
61% of mortgage accounts are
researched online before opening.
Novarica Andera How Consumers Shop for Financial Products
50% of banking customers say they are more likely to
retain their banks if they’ve had a positive
social media experience.
28% of consumers use information from social media when
evaluating retail banking services.
Capgemini 2014 World Banking Report
Accenture via The Financial Brand, November 3, 2014
65 and over
55 to 64
45 to 54
35 to 44
25 to 34
18 to 24
49%
50%
48%
49%
48%
57%
By Age Group
Source: Capgemini
North America
Western Europe
Central Europe
Middle East/Africa
Asia/Pacific
Latin America
36%
44%
53%
55%
57%
68%
By Region
Impact of social media banking oncustomer retention by age and region
ConsumerVariable
ValueExchange
BrandVariable
EnvironmentalVariable
15%
19%
22%
24%
28%
29%
31%
33%
34%
46%To get coupons, discounts and special offers
To enter sweepstakes, contests
Because I am a customer of the brand
To show others that I like/support this brand
To gain access to exclusive content
To find out about new products
To learn more about the brand/company
To provide customer feedback
To sign up for company emails
To shop
Leading Reasons that U.S. Affluent Luxury Shoppers Connect to Brands on Social Media, Oct. 2012% of respondents
Note: 100% of respondents use the Internet. Source: Unity Marketing, “Affluents Online: A Luxury Trend Report on How Affluent Consumers Use the Internet, Social Media and Mobile Devices,”
Dec. 1, 2012.
27% would engage with financial services companies via social media to access
discounts exclusive to them.
Source: Mintel
54% follower growth
5,203 uses of #KeyInsider
10,250,158 impressions
Tweetstakes Results
Cleveland Cavaliers – Playoffs/Finals
Cleveland Cavaliers – Playoffs/Finals
Cavs Hype Videos – Playoffs/Finals
49 posts from Cavs’ social
channels
1,267 new followers
54,678,403 impressions
Cavs Playoffs/Finals Results
Belly Dance
Our Mission on Social Media
We’ll work every day to help our fans and followers make better, more
informed, more confident financial decisions. We’ll delight them with
exclusive, valuable experiences – whether it’s financial guidance they
can use or something that makes their day a little bit better. We’ll
celebrate our employees and local branches that serve communities
across the country each day.
Content Ratios
50% | Lifestyle – Your Life Empowered
25% | Community25% | Brand
Drive BusinessAcquisition
Relationship Growth
Accelerate Brand Boost Favorability
Awareness Fan GrowthEngagement
Social Sentiment
Results
Over 200new-to-bank
accounts
Averaging 16% positive
sentiment each month
300% growth
Engagement at or Above Industry
Benchmarks
Now for your chance to win!
#KeyInsider
April 12 through April 14Follow @KeyBank and #KeyInsider
on Twitter for rules and details on a chance to win
tickets to Game Two of the NBA Playoffs
Cleveland Cavaliers vs. TBD
#ALLinCLE