TABLE OF CONTENTS
I. Social Media Community Statistics II. Listening Results III. Appendix
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Facebook OBSERVATIONS: Facebook experienced approximately 1% organic growth in February. The total fan base is now almost 27,500.
Facebook Fan Base – through February 29, 2012 FB Advertising 7/26
Email Campaign Begins 8/24
Organic Growth
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OBSERVATIONS: As customer service continues to lead the content on this channel, followers are increasing based on their need to interact with the brand in this way. Of total tagged messages during this month, Complaints was the #1 category, followed closely by Proactive Responses by Citizens. The Twitter fan base grew 8% during February. Total followers are now at almost 2,200. Email Campaign Begins 8/24 FB Advertising 7/26
Twitter Fan Base – through Feb 29, 2012 Organic Growth
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Volume Overview Facebook fans saw increases month over month. However, we saw decreases in volume in February for Impressions and Reach due to the sharp decrease in feedback from your fan base. This could be a result of seasonality as the holiday season has passed and consumers no longer need to vent on issues such as over drafted accounts and fees that occurred during the holidays. With the current tax preparedness content running on the page, we expect this fan number to grow as we’ve already seen good interaction rates with this material. Twitter followers showed steady growth, but inbound messages decreased 48% month over month. January saw a more proportionate level of Complaints and Proactive Responses while February saw a decrease in volume of Proactive Responses in comparison to Complaints. Moving forward, the ratio of Complaints to Proactive Response need to be more proportionate to satisfy the customer service needs of the channel. Total as of 2011
1/1/12 - 1/31/12
2/1/12 2/29/12
27,064 N/A N/A N/A
27,239 254,710 85,854 14
27,415 130,808 47,469 12
5,065
534
309
4,099
143
131
1,821 3,348
2,025 669
2,177 349
Complaints Proactive Response Forwarded to Contact Center
1032 1367 138
266 221 21
248 136 23
Compliments Community mentions
368 450
49 70
44 46
Social Media Statistics Facebook Total Fans Total Impressions Total Reach Average Talking About This Feedback (likes comments, shares) Referrals from .com Twitter Followers Inbound msgs Customer Service
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.com Flow Through to Social Utilizing OpenGraph would help increase new likes without making users leave the .com page. The homepage banner garnered over 20 million impressions. Feb-‐12 .com Facebook
1 Facebook “Connect With Us” Icon Clicks 2 Facebook “Connect With Us” Link Clicks 3 “Join Our Facebook Community” Link Clicks 4 “Visit Us On Facebook” Link Clicks 5 “Money Personality Test” Link Clicks
283 10 20 84 12
1, 9 2, 10
Conversions
Visits Driven to .com 6 Facebook 7 TwiQer
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N/A N/A
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Other Social Ac7vity
8 Visits to Social Media Page 9 TwiQer “Connect With Us” Icon Clicks 10 TwiQer “Connect With Us” Link Clicks 11 TwiQer “Follow Us” BuQon Clicks 12 TwiQer Handle Link Clicks Homepage Display Ad Impressions Clickthroughs CTR %
734 163 12 4 3 20,393,409 319 0.0016%
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12 11
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Brand Mentions/Comment Volume • •
Total mentions for February were 2,132. This was an 18% decrease in overall mentions month over month with is due to the decrease in fan engagement on the page. Neutral sentiment saw a 2% lift, negative sentiment saw a 1% lift, and positive sentiment saw a 4% drop. The decrease in positive sentiment relates to the drop in month over moth community mentions (70 to 46). The increase in negative sentiment relates to fees, robberies, customer service experiences, and a decrease in proactive responses. Comment Volume and Sentiment Distribution – February 2012
Have A Heart Launch People's United Bank to acquire select Citizen’s Bank Branches and deposits in NY state
Robbery & Citizens Bank Teller Stealing $
Robbery
LBS Check-Ins
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Comment Sources • Twitter continues to be the top source of comment volume at almost 80%. • News provides the majority of philanthropically-driven mentions. • Foursquare mentions accounted for 1/4 of total mentions for the month which is consistent with the month of January. CFG Comment Source Distribution February 2012
Foursquare Check-ins February 2012
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Positive Comment Volume • • •
Positive comment volume fell 4% over last month. Philanthropically focused volume saw a similar 4% drop, but multiple events still received media coverage as well as social mentions. Going forward, it will be beneficial to leverage this content for geotargeted posts to increase sentiment and engagement. Ex: West Side Market Events to the Cleveland area.
•Currier Museum of Art •Factory Court Concert Series •Motown Winter Blast •REDC Donation •Bowl for Kids Sponsor •Boys & Girls Club Foundation Grant •Champions in Action •Wine, Women and Chocolate Sponsor •Donation to Business Training Center – Foster’s Daily Democrat •Social Capitalist Luncheon Sponsor •West Side Market Centennial celebration
Philanthropy-Related Comment Volume
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Negative Comments Negative interactions between Citizens and its customers continue to focus on the following topics: • Fees and charges • Poor customer service experiences • Complaints about Online and Mobile Banking • General negative opinions of the bank To address the negativity, we recommend increasing the quantity of proactive responses and referrals to customer service when necessary. We will continue to monitor sentiment around mobile banking as we anticipate negative comments to decrease around the android app and the ipad as those products launch in the coming months.
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Negative Comments The majority of negative sentiment on the Facebook page relates to banking fees with total negative volume increasing 1% from January. The financial tune up tip posts had a lot of negative fee related comments. As a result, we are continuing to optimize content with our current tax preparedness theme in hopes to encourage more positive engagement.
Negative Sentiment Distribution
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Citizens Bank Park There were 1,561 CBP mentions in February. The majority of mentions (49%) came from fans selling tickets at the beginning of the month. A remaining 6% of overall mentions fell into the Fan Comment category, 22% fell into the In the News category, and 13% were LBS Check-ins. We expect the number of check-ins to increase in March and April when the baseball season starts. 97% of total mentions occurred on Twitter. Tickets for Sale
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Competitive Comment Volume Citizens mentions (3,030) remain at levels comparable to TD Bank (10,300) and PNC Bank (6,009)volume. While Citizens holds the smallest volume of mentions, it’s important to note that they have the most positive net sentiment score of all 5 banks. Bank of America (107,715) holds the majority of mentions at 65%. Chase (37,666) captures Ÿ of total mentions.
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Sentiment Comparisons By Competitor Net Sentiment -4%
-22%
-11%
-6%
-15%
*Net sentiment is the difference between positive and negative mentions. Neutral mentions were removed. As a result, the categories will not equal 100%. Competitive reporting is created using a different listening “Monitor� from main Citizens reporting. Some differences in statistics may result but are directionally accurate. 13
Learnings/Recommendations Content • Increase proactive responses on Twitter to be in-proportion to customer service requests • Continue to post and monitor the tax preparedness content for changes in sentiment and engagement: we want to be able to identify thematic content that resonates with the audience in a positive way • Prepare content for Android app launch – including content that drives to the tab (once that has launched) • Geo-target local content around events, philanthropy and community to build engagement and add value – use these posts as content that is outside of brand promotions • Begin to discuss content for Citizens Bank Park and baseball season in the weekly content meetings Website • Add OpenGraph technology to the .com to drive Twitter and Facebook acquisition without directing people off of the main website
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