Why defining accurate audience personas helped TEB reap even more from fresh event coverage on social media
Türk Ekonomi Bankası (TEB) is one of the top players in the Turkish banking industry, Since partnering up with BNP Paribas in February 2005, TEB has become involved in Trade Center networks of BNP Paribas that are established in 48 countries and nearly 80 locations globally.
Türk Ekonomi Bankası (TEB) and BNP Paribas use social media to help make their sponsorship of the TEB BNP Paribas Istanbul Open and the TEB BNP Paribas Istanbul Cup visible. With Socialbakers, TEB delivered real results, seeing stats like this during the tournament:
With Socialbakers, we have been able to learn more about our audience, which has significantly impacted our overall content strategy. Now we are able to get to the heart of what our audience wants, with the added advantage of being able to track and optimize our social media efforts in real-time.Mert Maviş, Digital & Social Media Manager, Türk Ekonomi Bankası
For more than 40 years, BNP Paribas has supported the sport of tennis, because the two both share values of fair play, responsiveness, and high-performance.
As a result, TEB and BNP Paribas have become leading sponsors of worldwide tennis, which has opened up opportunities for conversation and engagement to take place on a global scale. To attract tennis fans from around the globe, BNP Paribas sponsored “We Are Tennis,” a digital space that was dedicated to sharing the latest tennis news in real-time.
Other tennis sponsorships include the TEB BNP Paribas Istanbul Open and the TEB BNP Paribas Istanbul Cup. Both events ignite passion around the entire country, which is why TEB’s digital and social media team faced the challenge of increasing brand awareness through their tennis sponsorships. They took to the drawing board to brainstorm how to increase engagement across digital platforms – and developed a social-first strategy that delivered results.
TEB is a digital pioneer, embracing the power of social media to drive change. The banking organization has taken to social media to engage their communities through meaningful conversations, using customer feedback to optimize their current services.
The TEB’s digital and social media team used Socialbakers to help build a strategy based on analytics and data-driven insights to uncover their fan’s interests. Gaining a deeper understanding of their community enabled them better communicate with their Fans in real-time. By defining accurate audience personas, TEB was able to reap the benefits of their content strategy throughout the entire 2017 tournament.
In order to ignite sports fans’ passion throughout the entire tournament, TEB sought to build a new content plan each day. The content would be determined based on user reactions, comments, and other metrics that would help indicate where people’s hearts were when it came to the game.
By the end of the tournament, TEB had exceeded their expected KPIs.
For TEB and BNP Paribas Group, this experience has demonstrated how integral data is when developing a content strategy.
Looking ahead we will use the power of analytics and AI insights to optimize our strategy continuously. We’ll always strive to go the extra mile. With Socialbakers as our social media marketing partner, we are confident that we will be able to achieve our business goals of growing and engaging our customer base on and off the court.Mert Maviş, TEB Digital & Social Media Manager