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Social Media Metrics: August 2015

Social Media Metrics: August 2015. Amanda Colbert, Communications Associate Rodrigo Holmann-Callejas, Shareholder Communication Co-op. Index. New Pew Research data – More Americans are getting news on Facebook and Twitter Audience Twitter (Marketing / PR), LinkedIn, YouTube, and Instagram

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Social Media Metrics: August 2015

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  1. Social Media Metrics: August 2015 Amanda Colbert, Communications Associate Rodrigo Holmann-Callejas, Shareholder Communication Co-op

  2. Index • New Pew Research data – More Americans are getting news on Facebook and Twitter • Audience • Twitter (Marketing / PR), LinkedIn, YouTube, and Instagram • Engagement • Twitter (Marketing / PR), and LinkedIn

  3. Social Media Objectives Twitter: Marketing Channels • @NatixisGlobalAM: Targeting clients/prospective clients, distribution partners, and financial services professionals. Shares thought leadership via corporate blog, DPC site, YouTube, affiliate updates, community involvement (philanthropy/sponsorship), and curated content pertaining to Natixis. • @FA_Forum: Targeting Financial Advisors. Shares fund-related content. Twitter: PR Channels • @JohnHailer: Engages with stakeholders by sharing messaging that is important to John Hailer, the financial services industry and the Natixis brand. Shares Market Insights (Formerly GNN) and philanthropy/sponsorship news. • @NatixisNews: Builds relationships with financial services reporters to conduct the work of media relations. Shares news related to Natixis, community involvement, affiliate updates and new marketing content that is valuable to reporters. LinkedIn • Targeting senior management within the financial services industry. Shares corporate and affiliate blogs, DPC research and symposia replays. YouTube • Videos related to DPC Symposium Replays, Investor Insights, and Community Partnerships Instagram • Photos from Philanthropy and Sponsorship events.

  4. Social Media News How Mobile Use Varies Across Generations A study conducted by mobile research agency RealityMine with the purpose to know more about the current trends among mobile users. This study showed that texting has overtaken calling as the most popular function across all generation, millennial women being the most prominent users using texting three times more often than calling. A surprising trend was that SMS comprised about 85% of total mobile messaing, in spite of huge efforts from tech companies such as Facebook, WhatsApp, Snapchat to break into this demographic. http://www.adweek.com/news/advertising-branding/infographic-how-mobile-use-varies-across-generations-166426

  5. Audience August 2015

  6. Audience: Total Followers 5,519 This month NatixisNews grew faster than any other account. • % Change Instagram: 3% LinkedIn: 4.98% YouTube: 3.77% @NatixisGlobalAM: 1.12% @FA_Forum: 1.73% @JohnHailer: 1.39% @NatixisNews: 11.85% 7,775 4,563 1,862 945 405 133 159

  7. Audience: Twitter Competitor Analysis Natixis gained 196 followers across all channels in July. Leaders – BlackRock, PIMCO, JP Morgan Chase, Oppenheimer 252.751 194,183 65,271 54,223 55,008 7,775 4,097 25,994 401

  8. Audience: Twitter Competitor Analysis Top Viewed Content • Oppenheimer’s, No debate: Presidential approval ratings & markets don’t move together (Link). blog post featuring the correlation between Presidential approval and market performance. • 10.29x more engaging than the average tweet, with 73 total interactions • This example illustrates how our competitors are also receiving high engagement rates with visual tweets, and the image helped to drive traffic to the Oppenheimer website.

  9. Audience: LinkedIn Competitor Analysis Natixis Global Asset Managementgained 275 followers in August 551,125 204,490 44,376 38,182 71,172 16,158 20,226 1,681 5,519

  10. Audience: LinkedIn Competitor Analysis Top Viewed Content • Business Insider article This is what a day in the life of a JPMorgan intern is like (Link), focusing on the daily life of one of their interns. • The most popular post was 3.78x more engaging than the average post, with 832 total interactions. • This is an example of how JPMorgan is using outside articles that appeal not only to investors but to the general public in order to create traffic in their twitter feed.

  11. Engagement August 2015

  12. Engagement: Twitter (Marketing Channels) • 91 total interactions, down from130 in July • @NatixisGlobalAM - 78: Philanthropy & Sponsorship news • @FA_Forum - 13: Blog and Video Content Philanthropy | Newport Jazz Festival Philanthropy | The Jazz Ambassador Project Blog | David Lafferty on the upside to the recent downside Video | Elaine Stokes on pending rising rates DPC | Cost of Climate Change

  13. Engagement: Twitter (Marketing Channels) @NatixisGlobalAM: Lets hear it for Dr.John! #NJF2015#NewportJazz, was 4.22x more engaging than the average tweet, total of 7 interactions • Sponsorship and Philanthropy events generate valuable content (images) that increase engagement with the brand @FA_Forum:Chief Market Strategist David Lafferty looks to the upside of the recent downside#BlackMonday, was 15.33x more engaging than the average tweet, total of 3 interactions.

  14. Engagement: Twitter (PR Channels) • 129 total interactions, up from70 in June • @NatixisNews - 103: Sponsorship news and photos • @JohnHailer - 26:Philanthropy & sponsorship news Sponsorship | John Hailer announces new George Wein Jazz Ambassador scholarship Philanthropy | George Wein Jazz Ambassador Scholarship winner announced Philanthropy |Natixis nomination for Invest in Others Philanthropy Award Sponsorship| Getting the Most Out of Active and Passive

  15. Engagement: Twitter (PR Channels) • @NatixisNews: John Hailer announces new George Wein Jazz Ambassador scholarship • 10.02x more engagingthan the average tweet, total of 85 interactions • @JohnHailer:George Wein Jazz Ambassador Scholarship winner announced • 1.50x more engagingthan the average tweet, 6 total interactions

  16. Engagement: Twitter Competitor Analysis Average interactions per tweet per 1,000 followers • @NatixisGlobalAM: Engagement rate decreasedfrom.39 to .27 • @FA_Forum: Engagement rate decreased from .54 to .53 • @JohnHailer: Engagement rate decreased from 2.72 to 1.75 • @NatixisNews: Engagement rate increased from 1.95 to 4.95 1.18 4.95 1.75 .21 .53 .2 .06 .06 .4 .1 .1 .05 .27

  17. Engagement: Twitter Competitor Analysis Best-in-class Content • NatixisNews sponsored content on: John Hailer announces new George Wein Jazz Ambassador scholarship, focusing on new scholarship program. • 10.02xmore engaging than the average tweet, total of 85 interactions • John Hancock’s white paper: Stay the course, despite recent U.S. stock market volatility • 6.40xmore engaging than the average tweet, total of 1 interaction

  18. Engagement: LinkedIn 103 total interactions, down from118 in June Video | Awaiting Rising Rates Blog | How to talk to clients about alternatives Blog| Volatility Here and There : A Potential Alpha opportunity? Video | Setting The Stage

  19. Engagement: LinkedIn Video: Awaiting Rising Rates (Link) • 2.20x more engaging than the average post, 15 interactions Blog: Volatility Here and There: A Potential Alpha Opportunity?(Link) • 1.67x more engaging than the average post, 8 interactions • This campaign continues to provide content and even outperforms more recently published firm news.

  20. Engagement: LinkedIn Competitor Analysis Industryavg: .71x engagement rate - Engagement rate increasedfrom 1.13 in Augus to 1.26 in July. A total of 15 postswerepublished. 2.27 1.26 .84 .47 .42 .37 .33 .22 .22 (Average interactions per post per 1k followers)

  21. Engagement: LinkedIn Competitor Analysis Best-in-class Content • BlackRock’s Blog post Titled What You Need to Know about Bond ETF Yields(Link) • 2.15x as engaging as the average LinkedIn post, 153 total interactions

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