top 10 social banks in nigeria Digital Facts
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//COntent
01 02 03 04
CONTEXT OF DIGITAL MARKETING
METHODOLOGY
USAGE
CONCLUSION
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//FOREWORD The days of the haughty bank is gone! Welcome to Nigeria Digital Facts. Today, most banks need to seek customers and thrash out definite ways to keep them. It means more than the opening of accounts and giving loans, the new methodology involves showing the customer that they have a friend in the bank that they bank with! Choosing to embrace Digital platforms is no more an option, it has become the norm. The bank clients expect to speak and be listened to with more than 40% of the new customers having a millennial mindset. The platforms that have been spurned require constant interaction and engagement as the new culture has moved on from the traditional way of marketing. Ads do not really work in this age unless it s offering something tangible and even though the traditionalists are supposedly fighting back - it is ultimately a lost battle. And the new tools for doing the same things are fraught with multifarious complications, the need to change is greater than the fear of change. As in all B2C companies, banks must find out what works in the midst of the chaos and negotiate their way to a greater ROI using the new marketing channels. This study shows the present with an insight into what the future portends. It suggests and explains Market Reality as against Market Research. Digital footprints are quite visible and can be analysed to fit business goals.
Babajide Alaka SDC Training Director September 2015 @alakajide
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//DIGITAL MARKETING
B
usinesses are always looking for new ways or a way to reinvent the wheel so that they can become more relevant and in essence make more money. Thus the introduction of Digital Marketing has become the next big thing. Digital Marketing is trending but it is not a fad – it will not go out of fashion because more and more people are using the Internet to conduct their lives! Little wonder why in hindsight some Nigerian banks have jumped on the global trend. These financial institutions, having apparently seen the light, are now tailoring their marketing and advertising scenarios using digital signatures towards conversations, engagements and then conversions. This invasion has created an approach that has to be based on openness, transparency and engagement with the consumer – who is now really the king, as the famous cliché has famously propounded forever! According to the
Digital Marketing Institute, “Digital channels are now impacting upon all aspects of a product’s life cycle.” Because it is a new platform, there are new technologies that have to be embedded in this transformation and that has created a
Brands now do have to do social more than pretend to be social
transformative and disruptive consequence at the same time, characterised by that significant shift in power from the company to the consumer.
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The Nigerian Bank N
igerian banks are constantly evolving their platforms as they try to garner more clients and more accounts, but at the same time they are shifting from the starched persona of old because of the appreciated need to cultivate millennial banking accounts from the Gen X & Y population. In total, Nigeria’s almost 80 million internet-using consumers are increasingly more middleclass, young and dynamic - making them a veritable business opportunity for the banks. And these institutions now know that they can take advantage of digital marketing’s long-term potential as a solution platform for providing channels to promote or market products and services to consumers and businesses alike. At this moment, almost every bank chief executive understands (even though marginally) the concepts of SEO, Mobile Marketing, Google Analytics and the almighty Alexa ranking amongst many technological phrases. The consumers have since gotten more and more powerful with their voice on the digital space and there is more evidence that banks are shifting their gaze from old money to millennial money. But in order to accomplish this seamlessly, these banks know that they must play in the playground of the millennial.
“The typical Nigerian banking customer used to visit his branch about 4.61 times per month in 2012; but by 2015, those visits have dropped significantly to just 1.15 times per month.” -Report
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The Nigerian Banking sphere in a new dispensation The Nigerian banking sector is expected to grow to over $168 billion [N33.4 trillion] by the end of 2015, reports KPMG. That report also added that as at 2011, the sector was worth $117 billion [N23.3 trillion] – a growth of about 43% in four years. The study also showed that presently, there is enormous potential for engagement on social media platforms as 71% of the correspondents of the survey say that they do not interact at all with their various platforms through social media.
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SOCIAL MEDIA AND BANKING
Credit - This study was conducted by KPMG
Nigeria [by August 2015] had 70.3 million active Internet users with 13.6 million having active social media accounts, while 12.4 million have an active mobile social account. While the population of the country grew just 2.8%, the Internet usage grew by 16%, That may not be the absolute fact because brands like GT Bank, through their various platforms are engaging more millennials with their offerings [with compelling giveaways] on the channel. The report also added that only about 20% of the estimated population of 180 million Nigerians is currently banked. Also one facet of the industry that grew exponentially in 2014 with further growth expected in 2015 is the budget on Digital Marketing [about 23% on the average compared to below 10% in 2013], for which the most impactful user was indeed GT Bank – with the measuring done across all digital platforms.
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TOP
10 SOCIAL NIGERIAN
BANKS
Banks ranked based on their social media presence
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TOP 10 SOCIAL NIGERIAN BANKS
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//methodology This study looks at the social media activity of Nigerian banks, especially the top-5 as rated by the financial watchdog website, Financial Brand. At the end of August 2015, Financial Brand released a study where they showcased the top 100 mostdigitally savvy banks in the world, the Power 100 Ranks and of these 100, nine were Nigerian banks. The meaning of social media in B2C businesses especially for a sector as conservative as banking has grown greater and achieved a nuance where every banking brand now sees it as a tool to draw in the unbanked in the country. Statistics used in this piece are drawn from August 2014 to August 2015 and a lot of the stats used can be ascertained from the individual social media pages of all the Nigerian banks. The top bank in this respect in Nigeria is GT Bank, and they are literally miles ahead of the others in their digital concept and delivery. According to the Financial Brantd Study of July 29, 2015, GT Bank is fifth on its global index of digitally compliant banks. This piece thus looks at what these banks have developed, what is working and the vista that they can still hope to conquer.
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The Financial Brand advocates that banks should use Social Media to achieve the following: 1. Peer-to-peer networking and professional development 2. Listening to their customers 3. Resolving customer issues 4. Corporate Social Responsibility driver 5. Public relations and corporate communications Thus Digital marketing has created these: 1. Interactive many-to-many communication 2. Provision of consumer driven banking solutions 3. Constantly listening to the customer 4. 24/7 services – the business never sleeps 5. Production of engaging content on their various platforms The most popular social media platforms in Nigeria are Facebook, Twitter, Instagram, YouTube and LinkedIn, and we periscope the activities of these banks on these various reports. So instead of Market Research, which was the yardstick of traditional marketing; it is now Market Reality, as customers and potential clients continually leave a trace on digital space. Businesses can listen and analyse what they have to do just by being plugged on to these various social media platforms. But those stated above are not exhaustive as platforms like Snapchat, Pinterest, Wechat, Tumblr and Reddit are continuously growing in popularity as the millennials evolve their playgrounds using the Integrate Principle.
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According to GT Bank’s digital strategy committee, the bank board was not wholly convinced about this ‘digital’ phase and still believes in the traditional way of advertising. But having seen the tangible results, they have gotten to the point where they are able to give 50% of their actual advertising budget for Digital Communications. At the start, they also moved a manager from the traditional communications to come and head the Digital arm even though they recruited most of the team that thought up and executed the strategy which has made them No.1 in Nigeria and Africa. In Nigeria, the Digital marketing challenge for most of the top brands is like gambling. Building a marketing strategy based on digital insights is still unimaginable because of the pervasiveness of traditional marketing strategies and platforms. So many marketers think that its impossible to make as much sales as is been recorded presently with the use of traditional marketing. But of-course e-commerce has proven everyone wrong with the rise of strictly digital business and online firms, many brands are beginning to turn digital. However, that 360-degree turn is not as easy for many brands who are still struggling to get even their websites working, and many social media accounts have been opened just because the competition has an account on that same platform.
Retail banks and credit unions often have a hard time getting through to anyone under the age of 35. But financial institutions building the right content marketing strategy today can build lasting relationships with Millennials that will reap benefits later. - Financial Brand
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//USAGE OF SOCIAL MEDIA PLATFORMS BY BANKS IN NIGERIA
“
In traditional advertising accurate analysis could not be documented on the actual strength or otherwise of campaigns, digital marketing and advertising offers that and much with some tools.
The Internet has provided the platform and the tools for correct measurement.
There is also the aspect of targeted marketing which enables to actually advertise to segments of the population who can actually link up with the brand. It also has the added benefit of being terminable at any time. If a particular campaign is not working, it can be stopped and a more attuned campaign can be installed. At any point of the campaign, analysis can be made and iteration and integration instituted. And from information gleaned from other bank sources like First Bank, Diamond Bank, Zenith Bank – the average actual spend on Digital Marketing and advertising stands between 15% and 23% of traditional media budgets.
310 255 250
*Figures are in Millions
Estimated Unique Monthly Visitors
900
120
Social Media Platform
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110
100
Rob Mettler, a Digital Business Expert at PA Consulting Group says,
“Many sectors of business have had a clear imperative to change. Media, retail and travel have each experienced extreme disruption and it’s significant how those that haven’t transformed have tended to become obsolete or irrelevant.”
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Investing in Digital Marketing
B
efore the proposition of Digital Marketing is adopted by any brand, especially B2C segments, a strategy must be adopted and platforms chosen. With Search Engine Optimisation, SEO, PPC, Email, Mobile, Social Media, Digital Ads Display, etc. to consider, the banks will be well advised to set goals that impinge on their ROIs. As it is in traditional marketing briefs, the foundation is the strategy and planning task to develop and implement an effective digital marketing plan for the bank and its offerings. TIP 1
The main advantage of Digital Marketing over Traditional Marketing is that all parts of it are MEASURABLE! These will include: Situation Analysis, Research, Target Audience Definition, Objectives, Tools to be used, the Action Plan, Setting the Budget, Defining the KPIs, Measurement and Analysis and then the Iteration and Enhancement plans. If the Digital transformation strategy does not add to the bottom line or the plan chosen can-
not be executed for a lack of digitalized minds and hands – the brand will be best advised to hold on. A catastrophe online can lead to greater negative feedback and can actually go viral before the damage will be curbed. The fear should not be about going digital, it really should be about whether the plan is a worthy and realizable one. TIP 2
The best Goals track actions that contribute to the bottomline of your business – for example, lead generating Goals like contact form completions. – Digital Marketing Institute
Banks need to build popular platforms that are engaging which ultimately means that they must have content that delivers value to their audience on a consistent basis. Content shared on their platforms should help relieve the normal stress associated with the millennials, Baby boomers and Generation Xers. They cannot afford to be left behind in the day-to-day conversations with their Target Audience.
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From the study, it followed that Facebook with its over 1 billion users and over 15 million situated in Nigeria was the most used social media platform. The study also found out that the usage was not as deep or as engaging as it could have been.
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T
he tone of Facebook is conversational and prodding. Banks must ensure that posts on Facebook meet the world-wide standard of urging the consumer to make a comment or take an action that could lead to traffic to the main site
Facebook is the ultimate social media platform for storytelling, for sharing testimonies and for sharing feedback on the bank’s products and services. People are cajoled to sharing their stories about the brand and any positive feedback is hightailed so that more people see it. That testimony can then be promoted to more people and that could become a brand ambassador. This kind of usage is almost absent in Facebook usage amongst Nigerian banks even though a brand like Stanbic IBTC are best users in this category. and content that is good or worthy will be hared as a study by Contently shows that whilst Millennial minds will share posts that make them look knowledgeable, old people will share posts telling a compelling story.
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SOCIAL MEDIA TARGETING
TIP 3
‘Listicles’ [List articles like 10 ways to preserve a good credit rating] are such kind of content - that teaches the reader or consumer some valuable lesson and will also prove to be a good utility whilst there is the assurance that it is knowledge-based.
TIP 4
There must always be a call to action for every Facebook post – comment, share, go to the website, answer a question, etc.
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Facebook Usage by banks in Nigeria BANKS
GT BANK CITIBANK
FACEBOOK Numbers 3,350,093 859,774
UNITED BANK FOR AFRICA
842,147
FIRST BANK OF NIGERIA
632,353
STANDARD CHARTERED BANK
ACCESS BANK
DIAMOND BANK
STERLING BANK
247,141 557,960
468,654 431,699
STANBIC IBTC BANK
281,833
FIRST CITY MONUMENT BANK
284,197
SKYE BANK
222,432
UNION BANK OF NIGERIA
186,590
FIDELITY BANK
172,912
FACEBOOK USER USAGE
The posting is on a daily basis on the bank’s timeline is up-todate and engaging. Am example is a post that got 87 likes and 10 comments in 2hours
The posting is on a weekly basis and they spurn an average of 1,500 likes, 150 shares and 30 comments - that is engaging.
The posting on the bank’s timeline was done is three to six day intervals and they get between 50 - 60 likes, an average of 3 shares and 30 comments stats which show that their posts Pretty engaging.
The posts on their timeline are recent and posted in hourly intervals. Getting between 100 to about 2500 likes and 5 to 20 comments on most of the posts – Pretty engaging
They use the platform to respond to user queries. Posting is done on 2-day intervals with an average of 40 likes and 5 comments.
Updates are on an hourly basis with good engagement spurning an average of 25 likes, 2 shares and 4 comments within one hour.
The posts on the page are daily, getting between 50 to 100 likes, 15 shares and 30 comments; which can be said to be user engaging
This is really user engaging as the posts come consistently within hours, likes ranging between 20 to 120, and users’ comments on these posts get responses from the admin.
Posts are on a daily basis, a post from 2 weeks ago got 2,902 likes, 60 shares and 46 comments with the admin responding promptly to queries. More recent posts got up to 100 likes but very scanty comment. The page is engaging
User engaging; gets up to 600 likes, engages users with a comedy skit which increases the shares to almost 200
Posts frequently, gets up to 100 likes, 21 shares, and few comments which are attended to by the admin; this is user engaging
Post on a day basis with likes of 500 averagely with 10 shares and 15 comments. Strong on football and music with the admin responding on time to users’ queries.
Just unveiled a new logo which caused the bank to post more frequently and engage users on the platform
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ZENITH BANK
91,399
WEMA BANK
73,659
HERITAGE BANK
UNITY BANK
CENTRAL BANK
ECOBANK
55,700
53,105
31,456 15,586
KEYSTONE BANK
18,242
MAIN STREET BANK
2,650
ENTERPRISE BANK
4,212
The most likes on a post so far is 100, few comments and no shares. The bank posts movie trivia and brain teasers to engage users but the admin seldom responds to queries. The page is updated and engaging
The page is user engaging; gets between 15 to 35 likes, few shares, and admin responds to queries
Gets up to 70 likes, 1 or 2 shares, and scanty comments with admin ignoring all queries; fairly engaging
Posts jokes and engages users on comments, gets up to 35 likes, scanty comments and shares
Scanty likes and very few comments, no user engagement as all the queries are ignored by admin
Not user friendly as the last post was in June.
Posts consistently but lack user engagement which could be attributed to low levels of patronage offline.
Not user friendly as the last post was in July tough admin responds to queries.
Not user friendly as the last post was in March.
Click here for the rest of the individual bank usage of Twitter, YouTube and Instagram.
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Search Engine Optimization (SEO)
is the tactics used to boost the organic search ranking for a website on search engine results pages (SERPS). This employs the scientific usage of keyword research and the process of selecting suitable keywords for a website, as well as optimization of content on a web page. The banks also need to better understand and appreciate the importance of Pay-Per-Click Advertising (PPC), and how it can be used to effectively drive quality traffic to their websites. The process includes the setting up a Google AdWords campaign which will be hinged on the three important elements of keyword research, ad copy and landing pages. AdWords campaign settings and ongoing campaign management must also be addressed for a consummate 360-degree campaign.
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Facebook is the most popular social networking platform in the world with numbers that are mind numbing. At the end of June 2015, Facebook had 900,000,000 official users in the world. GT Bank have seen incredible engagement increases on the platform from 2013 to the present, as did Industry Tip Stanbic IBTC but the fan growth for GT Bank, especially on Facebook – Could be used to engage an older audience Facebook has continued to increase exponentially in the where the language and tone first quarter of 2015 with the bank getting to 3 million of is more measured Facebook likes in June 2015. GT Bank boosted its Facebook engagement by posting less frequently but more strategically. This they achieved by creating both compelling, everybody-loves-it video content and content for people who are already fans, GT Bank created new avenues with increased and enviable engagement growth and tremendous giveaways.
Twitter GT Bank with over 393,000 followers (by July 16) has used that platform for sensitizing the public to most of the CSR projects with continuous engagement revolving around these events. From the Principals Cup to Autism to contests for which there are commendable prizes. The language and tone of that platform is a bit breezy and conversational. First Bank on the other hand are using the platform for more customer service-oriented engagement.
YouTube Uncharacteristically, Stanbic is the leader in this field with over 1 million views on its channel compared to GT Bank that had 300,000+. GT Bank is the owner of Ndani TV, a pseudo television station that metamorphosed from a magazine but has since become a wholly independent company – its subscribers would not be added to the bank’s numbers.
LinkedIn LinkedIn is a serious platform where professionals frolic. The numbers tell a true story of how the platform has been used to engage with consumers.
Industry Tip Twitter – The Language should be breezier and hip; using modern-day lingo to communicate adequately
Industry Tip YouTube – Brands must begin to tell compelling stories in video and the stories do not really have to be about their brand but it must be about their community.
Industry Tip LinkedIn – Brands must use professional-speak to tell their brand story and how it ties to the economic future of their immediate environment.
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7 The
Habits For an Effective Bank Digital Transformation A successful digital transformation requires instilling the following habits in a bank’s culture, as described in “The seven traits of effective digital enterprises”:
Be unreasonably aspirational.
Set up a challenging and coherent digital vision (think of Netflix developing video streaming in addition to DVD rental), including steps such as assigning a board-level digital owner and creating a digital profit-and-loss statement.
Acquire capabilities.
Hire staff with the skills needed for digital transformation rather than only considering bankingindustry experience. The best people in digital product management of user-experience design may not work in banking: search adjacent markets and hire them anyway.
‘Ring fence’ and cultivate talent. Nurture digital talent with its own Nigeria Digital Facts © SDC 2015 //streettoolzdigitalcentre.com
“Within the next five years, digital sales have the potential to account for 40 percent or more of new inflow revenue in the most progressive geographies and customer segments.” – Mckinsey Report environment and tools, taking care to protect it from existing web operations. After false starts, Walmart ring fenced @WalmartLabs in 2011 and began to outpace Amazon’s rate of growth.
Challenge everything.
Never settle for the status quo. Bank leaders must aggressively challenge all aspects of their business—both customerfacing and back-office systems and processes.
Be quick and data driven.
Move to a cycle of continuous proposition iteration and improvement, adopting methods such as agile development and “live beta,” supported by big data analytics, to increase the pace of innovation.
Follow the money.
Invest in digital across the value chain. Quickly zero in on the digital investments that
create the most value and then double down.
Be obsessed with the customer.
A healthy obsession with improving customer experience and learning from every customer interaction is the foundation of any digital transformation, even for banks. This must extend to all channels: customers expect the same frictionless experience in the branch as they do online. http://www.mckinsey.com/insights
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Nigerian Banks must learn best practices A marketing specialist, Jay Baer said that companies have to focus more on being social than doing social. For most banks in Nigeria, the digital marketing platform has been more about doing social and not being social. Being social involves a commitment to continuous engagement and interaction with the customer, who is now king because of the advent and proliferation of digital media platforms. Many Nigerian banks are using social platforms to help them with everything from customer relationship management to promoting their latest products and services. By embracing the most popular tools available, the industry has also been embracing the best of what social media culture has to offer. In recent times, both foreign and local Nigerian banks have used social media in their marketing and communications plans in very interesting ways but the successes achieved so far have been lopsided as while foreign banks have really tapped into the root of what social media means to the community, enjoying
To maintain and raise control over the essential payments part of the financial ecosystem, the banking industry should review its legacy infrastructure to ensure that it continues to strengthen the industry’s position in the digital world. - McKinsey Report
success in the way of returning real value for their institutions, their Nigerian counterparts are doing social because it is the most popular theme at the moment. But these foreign banks have been able to attain this feat through the following ways.
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“
There are over 11million facebook accounts in Nigeria. Facebook Inc
1
2
3
Community Building
Product Research
Customer Service
Banks are not usually known for building warm and fuzzy communities around their products and services but the world is changing so more foreign banking corporations are trying to foster communities rather than appear rigid and imposing. Nigerian bank try to build a community but their content, most of the time is boring and generic instead of being compelling and relevant.
Foreign banks crowd source to find out what customers think of their services. They are using social media as one tool to enlist customers to help develop new products an undeniably powerful research and development resource. Nigerian banks tend to impose new products on customers which mostly don’t meet the customers’ interest.
Social media has become a great customer service tool across many industries and banking is no exception. However, Nigerian banks are not so proactive; they avoid discussing specific products and services in their social media efforts. Foreign banks are more active in engaging their customers over social media channels about their products, using real-time search in addressing problems with customers.
4 Transparency The recent financial crisis has led many customers to distrust banks, which is one reason why foreign banks have turned to social media as a way to become more transparent to customers and thus build trust. They want to know which products their customers want, what decisions they can make to improve consumer relations, and even what they’re doing that annoys people. But, Nigerian banks aren’t actually willing or able to do what their customers suggest; this ultimately disconnects people from their platforms.
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THE NEXT FRONTIER – MOBILE AND EMAIL MARKETING There are more mobile phones in the world than toothbrushes and the overhauling emergence of the Smartphone has ensured that there is a complete convergence of all digital marketing platforms on one device. Mobile media – the usage of forms of electronic media accessed through a mobile device, such as a smartphone, tablet or phablet is going to rise exponentially in the next two years as more brands understand the dynamics of mobile marketing, Every forward-thinking brand will understand the term – mobile optimised website, web-based applications like apps, as well as text-messaging or short message service (SMS). The Smartphone has capabilities for: SMS, Camera, Music, Video, Phone, Browser, GPS, Email, Office Applications, Social Media, Gaming, etc., which means that the device is about the most powerful tool in the world and actually run some people’s lives on a daily basis. On the other hand, Email marketing is a structured process to deliver marketing messages to targeted subscribers with KPIs that are easily measured.
Takeaway
Email is a digital platform that has not been extensively utilized by the Nigeria bank despite the fact that there are approximately 100 million email addresses in Nigeria alone. This is one avenue that marketers in more developed economies have tried and found to be very effective for brands to connect with their target audience. In the Americas and in Europe, statistics show that 66% of purchase decisions are by the use of emails compared to just 20% for social media platforms. The E-commerce shops like Konga and Jumia, have explored and found this to be a veritable source of targeted marketing that continues to generate leads and sales over 7% of the time.
Basically every bank brand has their Facebook page, their Twitter handle and their YouTube channels but not every one of these brands is engaging their community, as they should. A media expert, who wants to be anonymous, said most of the banks are all for following trends. These trends, having been set by other brands create a safe passage but that if they really want to become market leaders, they must move to foretelling - setting new digital standards and heights. The definitive path to accurate and achievable digital foretelling comes from making a succinct study of the current social trends in Nigeria and the singular fact that Nigerians are a very adaptable lot.
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Our Story! Street Toolz is a digital marketing and interactive agency based in Lagos, Nigeria. It was founded in 2012 with the belief that user experience, interactivity and engagement, not advertising is the key to successful brand building and marketing. Street Toolz Digital Centre (SDC) is the training and research arm of the agency, focused on helping admen; marketers, entrepreneurs and new graduates reinvent themselves in today’s fast-driven digital economy with a skill that is highly sought after by clients and employers globally. SDC offers 100% locally sourced and globally accepted digital marketing insights, trends and analysis across diverse sectors in Nigeria. And its unique digital solutions are focused on helping clients acquire new customers more efficiently, maximise customer loyalty and lifetime value, improve marketing effectiveness, and provide analytical insight into digital marketing’s contribution to revenue growth and baseline KPIs. The centre also provides practical digital marketing trainings and programmes such as the coveted Professional Diploma in Digital Marketing [PDDM], Professional Diploma in Search Marketing [PDSM], Professional Diploma in Social Media Marketing, Professional Diploma in Strategy & Planning and lots of custom short courses designed by the industry for the industry, with recognisable, transferable, international qualifications Digital Marketing Institute, Ireland. There is also the provision for marketers with FREE digital resources to learn and share with one another to grow their collective marketing expertise.
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