ING Bank Türkiye Gets Interactive with Socialbakers Analytics

  • ING Bank Türkiye uses competitive analysis to engage audiences beyond their fan base, and measure engagement in meaningful ways.
  • Since they started to use Socialbakers Analytics, ING Bank Türkiye’s Facebook posts are 13.5x more engaging and their Twitter profile garners 5x more interactions.
  • ING Bank Türkiye also uses Socialbakers Analytics to increase the shareability of its Facebook content, and has boosted shares per month by more than 10x.

“Socialbakers Analytics’s detailed and accurate data gives us a more efficient way to work with our digital partners.”

Feyza Tamer
Marketing Communications Senior Vice President

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The Dutch ING Group and its more than 53,000 employees (including nearly 6,000 in Turkey) serve retail and corporate customers in more than 40 countries around the world.

To manage all digital communication, plan and buy various digital media, manage social media accounts on 6 platforms, create content, listen to social buzz, and provide excellent social customer care, ING Bank Türkiye relies on a passionate, young marketing team and the data-driven power of Socialbakers Analytics. This is the story of how that team exceeds every one of their KPIs by a huge margin month-over-month using Socialbakers Analytics.


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ING Bank Türkiye has long monitored social networks like Facebook, Twitter, LinkedIn, YouTube, and Instagram for brand keyword mentions. It wasn’t until December 2013 - when they first began using Socialbakers Analytics - that they started monitoring their content’s performance.


Since then, they’ve moved from monitoring Engagement Rate to monitoring Total Interactions and Interactions per 1000 Fans. They track these metrics in the Socialbakers Analytics Multiplatform Dashboard. It gives the team tailored insights into their own performance and their competitors’, and helps them to refine their strategy. By looking at these metrics, they’re able to set performance standards - and exceed them.


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“In the second half of 2014, the Turkish Finance industry averaged 29.23 Interactions per 1000 Fans on Facebook. We aimed high and set our KPI for 35 interactions per 1000 Fans,” explains Feyza Tamer, Marketing Communications Senior Vice President. “In the first 8 months of 2015, we achieved 44.20 interactions per 1000 fans, becoming the top-performing brand in our industry.“


It’s not just the numbers that have improved. The Content Newsfeed in Socialbakers Analytics has enabled ING Bank Türkiye to look at the best posts from the Turkish Finance industry, and use those as inspiration to inform their own content-creation process. As Tamer explains, “it’s so important for us to to compare our posts to our competition qualitatively and quantitatively at the same time.”


“Conversions aren’t everything. We want to create brand awareness and build a brand presence,” explains Tamer. “For us, that’s just as important as selling our products.”


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Looking to make their content more shareable, ING Bank Türkiye used Socialbakers Analytics to go from averaging just 78 to 885 Facebook Shares per month - a 10.3x improvement.


Adding Socialbakers Analytics to the Digital Marketing & Design team’s toolbox has upped the impact their content has with audiences. A year into using Socialbakers Analytics, ING Bank Türkiye’s Facebook posts were 13.5x more engaging, on average, and their Twitter profile experienced 5x more engagement. They’re also able to keep a close eye on their performance thanks to automated reports from Socialbakers.


Socialbakers gives us the chance to see how our content and performance directly compares to different competitors,” says Tamer. A large part of this capability comes from ING Bank Türkiye using Labels, which allows their team to select relevant competitors for each content idea they have. Overall, it means that they can see how each piece of content, and each campaign, will compare to key competitors.


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ING Bank Türkiye faces a unique marketing challenge on social. In Turkey, social media is highly politicized and banks are not so popular. Additionally, ING Bank Türkiye is competing against every brand for engagement on social - not just other finance brands or banks.


It is extremely important for the team to find where their brand messaging intersects with popular conversations, and create content in real time that fits in naturally. “Whichever content and content streams bring in the most direct responses, are most shareable, and work best in the long term, those are where we invest our time and energy,” says Tamer.


“Globally and locally,” explains Tamer, “our objective is to be the most engaging bank.”
 

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