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The banking landscape has undergone a profound transformation in recent years, marked by substantial shifts from the conditions prevalent just a few years ago. What's changed? Learn what the consumers from the top premier banks.
Change in Dynamics
According to PWC, in traditional banking, customer dissatisfaction has intensified due to prolonged transaction processes, delays in payments and clearing, and restricted online and mobile capabilities. These issues contribute to a growing discontentment with traditional banking services, prompting a shift in consumer expectations towards more streamlined, efficient, and technologically advanced solutions.
A growing number of customers, especially those accustomed to the efficiency of apps and online shopping, actively seek an enhanced digital banking experience. Unlike previous generations tethered to high-street banking names out of loyalty or inertia, today's customers prioritize institutions that align with modern needs.
However, despite this, recent research commissioned by 10x Banking raises concern, indicating that less than 8% of banks in the Asia-Pacific (APAC) region prioritize the enhancement of their core banking capabilities. Simultaneously, a notable 67% of decision-makers in the APAC region express the belief that they have missed opportunities to acquire new customers, attributing this setback to the sluggish pace of digital transformation.
The sentiment is particularly pronounced in Vietnam, where a staggering 94% of respondents are convinced that the delayed digital evolution has resulted in lost opportunities for customer acquisition. This reveals a significant gap in attention to foundational aspects vital for the overall functioning and competitiveness of financial institutions.
Exploring Crucial Social Listening Metrics for Banking Brands
From HSBC and Bank of America to Barclays, Santander, and BNP Paribas, effectively harnessing social listening proves indispensable for premier banks seeking profound insights into customer requirements, maintaining a competitive edge, and nurturing brand vitality.
Here are some tips you can use to stay ahead of the curve:
Primary Metric: Top Share of Voice
The crucial metric of share of voice serves as a barometer for the brands that hold sway in social media conversations, either positively or negatively. Benchmarking against competitors provides a clear gauge of the effectiveness of your PR, Marketing, and Communications efforts.
Discussions surrounding these institutions span a spectrum, delving into topics ranging from traditional banking practices to the latest trends in investments, including cryptocurrencies like Bitcoin, Ethereum ETFs, and NFTs.
However, in our comprehensive analysis of global banking brands, Bank of America and HSBC emerged as leaders in social media mentions, encompassing tweets, posts, comments, and more.
Metric Two: Trends Over Time
Unveiling trends over time proves pivotal in illustrating the impact of specific topics, campaigns, and themes within your industry. What worked well to garner positive mentions, and what caused a negative response?
Analyzing the cause and effects of these responses allows for strategic message development, identifying areas where your brand can emerge as a thought leader. Insights gleaned from this metric can significantly shape future strategies and decision-making processes.
Our social listening analysis of the banking industry exposes intriguing patterns spanning the last 12 months.
Image by: HSBC Champions
HSBC, for instance, garnered substantial attention during Jin Young Ko's historic win at the HSBC Women’s World Championship, further amplified by HSBC Holdings' announcement of acquiring Silicon Valley Bank UK.
Data from Digimind: Banking brands over the last 12 months
Bank of America also made waves on social media through its noteworthy reimbursement of client fees and subsequent measures to address overdraft fee discrepancies. Simultaneously, Barclays secured social media attention through discussions about stadium sponsorships in the USA and its involvement in the British football championships.
Metric Three: Influential Hashtags Steering Social Media Conversations
A swift examination of hashtag patterns proves invaluable in identifying the thematic associations your brand holds across various social platforms. This analysis, coupled with detailed sentiment assessments, paints a vivid picture of the topics linked to your brand (and those of your competitors) and the overall sentiment toward your organization.
The most prevalent hashtags affiliated with our five banking giants encompass a spectrum of themes, including the crypto economy, boycotts, sports sponsorships, financial inclusion initiatives, Bitcoin, Ripple, and XRP, and advancements in tech and innovation.
For an in-depth exploration, access the complete social listening report to unveil the top ten hashtags for each banking brand spanning the last 12 months.
Prominent Hashtags for APAC Bank, HSBC
HSBC dominates social media discussions with the highest volume of hashtags, drawing considerable attention primarily linked to the #crypto economy and the bank's active engagement in this domain. Notably, HSBC partnered with Swiss crypto-asset custody specialist Metaco to provide asset tokenization services on the blockchain for its clients.
Data from Digimind: Banking brands over the last 12 months
Furthermore, HSBC has been at the forefront of advancing digital currency initiatives, including pilot projects related to Central Bank Digital Currencies (#CBDC) in Hong Kong.
In a contrasting move, HSBC made headlines by blocking customers from executing credit card transactions with #Binance, a prominent global cryptocurrency exchange platform. This decision stirred discussions around the bank's stance on certain cryptocurrency-related activities.
Metric Four: Sources Shaping the Narrative
Recognizing the most influential voices within your brand and industry landscape holds paramount importance. This comprehension offers a solid understanding of the reach and potential impact of these narratives.
On social media platforms like X (formerly Twitter), accounts with the largest audiences discussing banks predominantly belong to news media, press agencies, and entities specializing in economics and finance. Concurrently, X accounts disseminating information related to the sponsorship of stadiums or championships also command substantial visibility.
For instance, a negative comment about your brand on the BBC News’ X account, boasting a colossal audience of 40 million, carries significantly more weight than a similar comment on a local newspaper account. This level of insight ensures proactive management of any negative buzz or emerging narratives emanating from influential sources.
Leveraging Social Listening Insights:
By integrating social listening with market expertise, banks can glean actionable insights, foster meaningful engagements, and position themselves as frontrunners within the industry. A comprehensive exploration of consumer needs, engagement dynamics, reputation drivers, and influencer interactions empowers banks to refine strategies, elevate customer engagement, and adeptly adapt to the ever-evolving trends in the market.
Access the complete Banking Industry Scan report for a more in-depth analysis: Download Now
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