FI Brand Research

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FI Brand Research - Scotia Bank, TD Bank, Royal Bank

The social media for Scotiabank, TD Bank and Royal Bank or RBC is diverse and vast. All sites are updated frequently. Scotiabank clearly is seeking to be branded as the official hockey bank and uses that angle to engage customers. TD Bank is attempting to humanize the large financial institution on social media putting forward the faces behind the brand. RBC is the most ambitious of the three institutions seeking the millennial market posting frequently to reach students, first time and those just starting out.

All the important information gathered for this job can be found in columns C, D and E of the spreadsheet entitled “Canadian FI Brand Research”.
Scotiabank is the only institution of the three researched institutions to not have an Instagram account while all three have Facebook and Twitter accounts respectively. A majority of the content found on these social sites is duplicated across all platforms. Information in this report cites the individual Facebook pages of each institution for clarity’s sake.

Scotiabank’s social media content could be grouped into three distinct groups: Hockey-related, seasonal/calendar-based and creative talent contests with a large volume of posts featuring contests and promotions surrounding hockey in some sort. TD Bank creates many informational posts in its feed and in the past 12 months did not showcase any contests and featured only one promotion. RBC's social media feed is heavily reliant on hashtags and mainly hashtags aimed at millennial and younger customers like #RBCFirstHome, #RBCStudent and most notably #RBCDisruptors. There are many posts about this RBC program (RBC Disruptors) that focuses on the need for young people to develop skills for the changing technology workplace and emerging areas of industry. There is an ongoing discussion series and videos are posted frequently.

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FI Brand Research - CIBI, Bank of Montreal

CIBC and BMO both manage very active Twitter profiles and Facebook pages, with regular postings and new campaigns. Their social media tactics and branding are provided in the attached spreadsheet and below.

CIBC SOCIAL MEDIA CAMPAIGNS AND PROMOTIONS

#FitsYourLife ongoing campaign on social media with this hashtag followed by the penguin emoji: the penguin appears to be CIBCs mascot. The bank shares advice and tips on features of CIBCs services and products that make them most convenient for customers, like how to prep for a sweet retirement or auto-payment of bills. They have a humorous slant, with quirky meme-like images, such as a cat walking away from a jumper being knit which reads #blessed, or someone dancing in jet boots being compared to someone paying all [their] bills on time like an adult.

#ShattersBarriers this campaign recently concluded, as it was tied into the Paralympic Games in South Korea which took place in March 2018. CIBC was a sponsor of the Canadian Paralympic Team, according to their Twitter profile @CDNParalympic which has several posts which state #TheParalympians are presented to you by @cibc. The launch of their #ShattersBarriers campaign took place during the Opening Ceremonies of the Paralympic Games. This campaign did not focus on any aspects of the banks products or services, and was more of a patriotic show of support for Team Canada and appreciation of diversity with posts with updates of the teams successes and other news were shared on Facebook and Twitter.

Newcomer CIBC has been regularly sharing articles and content from the Newcomer section of their corporate website, which is for immigrants who may need help with understanding the Canadian banking system which may be very different from the banking system in [their] home country.

#ParentalGuidance on Facebook, CIBC has been regularly sharing content made in conjunction with Vice Media. These are short documentary films which address issues such as how to balance their careers and parenthood.

CIBC National Ski & Snowboard Day January 27th was the CIBC National Ski & Snowboard Day, for which CIBC offered discounted tickets which were in aid of our Canadian ski and snowboard team.

CIBC does not have an Instagram account therefore there is no information on this channel.

CIBC SOCIAL MEDIA BRANDING

CIBC have a cute illustration of a penguin as their mascot, which features heavily on social mediait is in the header image of both Facebook page and Twitter profile and features in short animated films that are published on CIBCs YouTube page (in French) and shared on Facebook. The tagline used on both CIBCs Twitter profile and their Facebook profile is the same, displayed in the brand color of maroon, My bank will come to me here. Thats service. On the Facebook page, this is displayed in both English and French whereas the Twitter profile displays English only.

BMO SOCIAL MEDIA CAMPAIGNS AND PROMOTIONS

#BMOConnect a monthly series since January 2018, which features interviews on small business-related topics to promote BMOs small business banking products and services. It is shared on both Facebook and English-language Twitter accounts, but not the French-language Twitter account. The French Twitter account does post content with an equivalent hashtag #petiteentreprise, but different French-language content is shared.

#BMOforWomen / #BMOpourElles a campaign on the English Twitter and French Twitter respectively, this did not feature on the Facebook page. The latest posts for this hashtag coincided with International Womens Day, this campaign features advice and a few inspiring words from women at BMO.

#InvestSmart Featuring on both Facebook and English Twitter since 2017, this campaign featured regular BMO Twitter Chats with guests such as the author of Breaking Money Silence, along with contests with the Twitter Chats when customers could win over $600 in gift cards and copies books. The Facebook page only shared images promoting the upcoming Twitter Chats, on the Twitter profile there were updates and interactions including announcements of winners of gift cards.

#BMO200 Last year (2017) was BMOs bicentennial and to celebrate this they created an interactive fountain where people could make digital wishes, from which they then selected some wisheslarge and smallto fulfill. Short documentary films showing the selected wishes being fulfilled was then shared on Facebook and both English and French Twitters.

BMO does not have an Instagram account therefore there is no information on this channel.

BMO SOCIAL MEDIA BRANDING

BMO uses consistent colors (white, red and blue) and design (circular logo and red circle graphics prominent in images) to create a strong visual image. They focus on how accommodating they are with customers, their Twitter tagline reading Were here to help for all lifes moments, no matter how big or small and the line Were here to help as the header image of both Facebook page and Twitter account. This was echoed in the #BMO200 campaign when BMO granted some wishes made by customers, big and small. Their Facebook page address is @BMOcommunity, which sounds less corporate, and more approachable.
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