Türk Ekonomi Bankası and BNP Paribas: Using a Data-Driven Approach to Connect with Their Community

  • Türk Ekonomi Bankası (TEB) and BNP Paribas want to use social media to help make their sponsorship of the TEB BNP Paribas Istanbul Open and the TEB BNP Paribas Istanbul Cup visible
  • TEB’s digital and social media team used Socialbakers Suite to help understand their “audience’s” interests so they could create meaningful conversations with their community in real-time 
  • TEB delivered real results, increasing their interactions more than 173%, Fan replies by 510%, Brand Mentions by 1% and Community Growth by over 20% during the course of the tournament. 

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“With Socialbakers Suite 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

Türk Ekonomi Bankası (TEB) is one of the top players in the Turkish banking industry, on their way to becoming an internationally recognized name. 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. This has enabled TEB to reach their true potential, expanding their expertise in corporate commercial, private, and SME banking.

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.

Solving the Dilemma of Sponsorship Visibility on Digital Platforms

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.

Developing a Content Strategy Based on Data Yields Results

The TEB’s digital and social media team used Socialbakers Suite 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.

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By the end of the tournament, TEB had exceeded their expected KPI’s increasing their engagement by more than 173%, Fan Replies by 510%, Brand Mentions by 1%, and Community Growth by over 20%. 

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Looking Ahead


For TEB and BNP Paribas Group, this experience has demonstrated how integral data is when developing a content strategy. Mert Maviş, TEB Digital & Social Media Manager comments, “Looking ahead we will use the power of analytics and AI insights to optimize our strategy continuously, and will 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.”




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