Engagement Labs Releases Six Month Rankings Analysis on Mexican Retail Banks
TORONTO, ON--(Marketwired - Nov 5, 2015) - Technology and data company, Engagement Labs (
Top Five Mexican Retail Banks - Six Month Comparison on Facebook and Twitter
|Ranking||April 2015||October 2015||April 2015||October 2015|
|1||Scotiabank México||Banamex||Banco Santander||Scotiabank México|
|2||HSBC México||Scotiabank México||Banco Inbursa||Banco Santander|
|3||Banamex||Banco Santander||Scotiabank México||Banco Inbursa|
|4||American Express||HSBC México||Banamex||Banamex|
|5||AFIRME||American Express||Banco Azteca||Banco Azteca|
Source: Engagement Labs eValue™ 2015 rankings of Mexican retail banks
"Regardless of which part of the globe you're located, large financial institutions have a hard time connecting with online followers due to their rigid and corporate feel," said Bryan Segal, CEO of Engagement Labs. "Social media provides retail banks the opportunity to communicate directly with their customers, both to personalize and humanize their brand. In our analysis of the Mexican retail banks, we've seen many companies leverage social media channels to ensure that their clients and consumers are connecting with their content, thus building brand affinity."
On Facebook, Banamex ranked first, two spots higher than its ranking six months previously. Banamex also scored the highest with respect to Impact -- one of the three key metrics measured to determine a brand's overall social media performance, with a score of 88.32, out of a possible 100. The bank put its focus on its content quality by posting unique videos and images incorporating actors from the local theatre community or relating their services to the Mexican national football team. Relating content to topics that interest local audiences enabled the bank to improve its overall eValue ranking and also place first with respect to Engagement.
The previously top-ranked brand on Facebook, Scotiabank México, experienced a drop to second place, due to a decrease in Impact and Responsiveness. Meanwhile, third place finisher Banco Santander, managed to increase three spots from the previous eValue ranking. The brand's impressive increase in overall eValue score can be attributed, in part, to the fact that it increased Engagement among followers.
"Overall in the last six months, we have seen Mexican retail banks focusing more on the quality of their content in order to engage as many unique users as possible," continued Segal. "For instance, Scotiabank México's created an advertisement that shared stories on their Facebook page about local customers encountering financial troubles but looked to Scotiabank as the solution. The advertisement extended the reach of the brand allowing the general public to relate to these financial scenarios."
On Twitter, Scotiabank México' placed first, rising two spots from the previous ranking and was the most responsive bank on Twitter. Previously ranked first place, Banco Santander, dropped one spot to second. However, the brand managed to increase its Responsiveness subscore. Banco Inbursa also dropped one place after the six month comparison to third place, also experiencing an increase in Responsiveness along with scoring the highest for Engagement.
"While on Facebook, we saw Mexican retail banks focusing on quality of content to engage followers, we're seeing a different trend on Twitter. The banks are beginning to focus on their response strategies by creating a two-way communication with their followers which amplifies online engagement and builds trust," stated Segal.
About Engagement Labs
Engagement Labs (
Engagement Labs' eValue™ Analytics tool is the global benchmark for social media scoring. eValue's proprietary data technology offers real-time analysis to measure a brand's social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 -- an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.