Social Media Banking Audit

Part
01
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Part
01

American Express - Audit

American Express has more than 7 million followers on Facebook and 1 million on LinkedIn. Its other social networks have followers/subscribers in the 6-figure range. Full details about the American Express social media audit are available below and within the attached spreadsheet (rows 3-26/column B).

Facebook

  • American Express has 7,956,104 followers on Facebook. On average, it posts approximately 1x/day (sometimes a bit less and sometimes 2x/day).
  • Its average engagement score is 159.6 [((58 likes + 15 comments)+(375 likes + 111 comments)+(63 likes + 21 comments)+(61 likes + 40 comments)+(45 likes + 9 comments))/5].

Instagram

  • American Express has approximately 397,000 followers on Instagram. On average, it posts approximately 4-5x/week.
  • Its average engagement score is 4,847.6 [((1,421 likes + 19 comments)+(11,700 likes + 170 comments)+(1,483 likes + 54 comments)+(1,035 likes + 52 comments)+(8,278 likes + 26 comments))/5].

Twitter

  • American Express has approximately 874,800 followers on Twitter. On average, it posts approximately 2-3x/day (sometimes a bit more).
  • Its average engagement score is 15.8 [((8 likes + 2 comments)+(6 likes + 1 comments)+(28 likes + 3 comments)+(13 likes + 1 comments)+(13 likes + 4 comments))/5].

LinkedIn

  • American Express has 1,066,633 followers on Instagram. On average, it posts approximately 4x/week.
  • Its average engagement score is 376.2 [((287 likes + 7 comments)+(977 likes + 19 comments)+(97 likes + 0 comments)+(67 likes + 1 comments)+(420 likes + 6 comments))/5].

YouTube

  • American Express has approximately 171,000 subscribers on YouTube. On average, it posts 6x/month.
  • Its average engagement score is 22.6 [((8 likes + 1 comment)+(18 likes + 0 comments)+(20 likes + 1 comment)+(2 likes + 0 comments)+(58 likes + 5 comments))/5].
Part
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Part
02

Chime - Audit

Chime has the most social media followers on Instagram and Facebook. The company has an active social media presence and posts nearly every day on Facebook and Twitter. Engagement rates were calculated by adding the total number of reactions, comments, and shares for the last five posts on each platform and dividing the results by five. Chime has an extremely high engagement rate on Instagram, while its rate of engagement on other platforms is more or less balanced. All findings are included in column C of the attached spreadsheet.

Facebook

  • Chime has 153,238 followers on Facebook and posts nearly every day — sometimes more than once.
  • It has an engagement rate of 191.8, which was calculated as follows: (25 reactions + 17 comments) + (112 reactions + 121 comments + 5 shares) + (180 reactions + 249 comments + 14 shares) + (81 reactions + 126 comments + 1 share) + (7 reactions + 19 comments + 2 shares)/5 = 191.8

Instagram

  • It has an engagement rate of 1,887.8, which was calculated as follows: (986 likes + 108 comments) + (1,791 likes + 303 comments) + (2,914 likes + 549 comments) + (1,098 likes + 275 comments) + (1,279 likes + 136 comments)/5 = 1,887.8

Twitter

  • Chime has 26,900 followers on Twitter and posts nearly every day — sometimes more than once.
  • It has an engagement rate of 42, which was calculated as follows: (5 comments + 3 retweets + 13 likes) + (16 comments + 2 retweets + 26 likes) + (17 comments + 2 retweets + 24 likes) + (13 comments + 3 retweets + 58 likes) + (6 comments + 22 likes)/5 = 42

LinkedIn

  • Chime has 9,684 followers on LinkedIn and posts an average of once or twice per week with a higher volume of posts on some months than others.
  • It has an engagement rate of 53, which was calculated as follows: (11 reactions) + (55 reactions) + (26 reactions) + (142 reactions + 5 comments) + (26 reactions)/5 = 53

YouTube

  • It has an engagement rate of 47, which was calculated as follows: (15 likes) + (45 likes + 3 dislikes) + (17 likes + 74 dislikes) + (39 likes + 4 dislikes) + (21 likes + 17 dislikes)/5 = 47
  • The company has its comments section deactivated.
Part
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Part
03

Square - Audit

Square has over a million followers on Facebook, Instagram, Twitter, LinkedIn, and YouTube. The requested information on its follower count, post volume/frequency, and average engagement is in column D of the attached spreadsheet.

Facebook

  • Square has 735,808 followers on Facebook.
  • The company has not updated its Facebook account since September 2016. It only has two posts on its account as well.

Instagram

  • Square has 84,577 followers on Instagram and follows 1,936 accounts.
  • Square updates its Instagram page with daily posts.
  • On average, its engagement is 411.8 [{(157 likes) + (241 likes + 8 comments) + (229 likes + 2 comments) + (1,136 likes + 26 comments) + (256 likes + 4 comments)}/5].
  • According to Social Blade, its engagement rated based on all it posts, is 0.5%. It has an average of 366 likes.

Twitter

  • On Twitter, Square has 252,414 followers. It follows just 920 accounts.
  • On average, it posts four times a week.
  • Its average engagement is 219.6 [{(75 likes + 9 retweets + 4 responses) + (80 likes + 8 retweets + 4 responses) + (345 likes + 28 retweets + 24 responses) + (116 likes + 11 retweets + 7 responses) + (329 likes + 45 retweets + 13 responses)}/5].

LinkedIn

  • Square has 170,998 followers on LinkedIn. On average, it publishes five to seven posts a month.
  • Its engagement is 428.4 [{(144 reactions + 1 comment) + (484 reactions + 5 comments) + (167 reactions + 5 comments) + (1,132 reactions + 47 comments) + (155 reactions + 2 comments)}/5].

YouTube

  • Square has 40,800 subscribers on YouTube. On averages, it publishes one to three videos monthly.
  • Its engagement is 36.8 [{(31 likes + 3 comments) + (29 likes + 3 comments) + (25 likes + 1 comment) + (31 likes + 1 comment) + (51 likes + 9 comments)}/5].
Part
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Part
04

State Farm - Audit

State Farm has almost 3 million followers across Facebook, Instagram, Twitter, LinkedIn, and YouTube. The requested information on the company's follower count, post volume/frequency, and average engagements has been provided in column E of the attached spreadsheet.

Facebook

  • State Farm has 2,091,230 followers on Facebook. On average, it posts 2-3 times a week.
  • Its average engagement is 1,910 (103 likes + 5 comments + 47 shares) + (1,100 likes + 66 comments + 378 shares) + (310 likes + 38 comments + 183 shares) + (3,800 likes + 262 comments + 1,845 shares) + (1,200 likes + 85 comments + 129 shares) /5.

Instagram

  • State Farm has 54,456 followers on Instagram and follows 24 accounts alone. On average, it posts 3-4 times a week.
  • Its average engagement is 6,224 (17,062 likes + 18 comments) + (183 likes + 4 comments) + (226 likes + 9 comments) + (10,748 likes + 26 comments) + (2,823 likes + 19 comments) /5.

Twitter

  • The company has 102,021 followers on Twitter. It follows 9,011 accounts. It posts 3-4 times a week on this platform.
  • Its engagement rate is 17.8 (7 likes + 6 retweets + 1 response) + (4 likes + 5 retweets) + (4 likes + 11 retweets + 1 response) + (8 likes + 10 retweets + 2 responses) + (19 likes + 11 retweets)/ 5.

LinkedIn

  • State Farm has 318,715 followers on LinkedIn. It posts daily on this platform.
  • Its average engagement is 51.6 (55 likes + 1 comment) + (43 likes + 3 comments) + (8 likes) + (26 likes + 1 comment) + (33 likes) + (88 likes)/5

YouTube

  • State Farm has roughly 170,000 subscribers on YouTube. On average, it posts two times a week.
  • Its engagement rate is 1,061.2 (801 views + 527 views + 1,051 views + 1,170 views + 1,757 views).
Part
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Part
05

Nationwide - Audit

Nationwide has the most social media followers on Facebook by a significant margin, and it posts most frequently on Facebook, Instagram, and Twitter. Engagement rates were calculated by adding the total number of reactions, comments, and shares for the last five posts on each platform and dividing the results by five. Nationwide's rate of engagement is particularly high on Instagram, Twitter, and LinkedIn. All findings are included in column F of the attached spreadsheet.

Facebook

  • It has an average post engagement rate of 35.6, which was calculated as follows: (12 reactions + 8 shares) + (89 reactions + 5 comments + 8 shares) + (10 reactions + 2 shares) + (14 likes + 1 comment + 3 shares) + (15 likes + 11 shares)/5 = 35.6

Instagram

  • Nationwide has 198,000 followers on Instagram and posts three or four times per week.
  • It has an average post engagement rate of 422, which was calculated as follows: (181 likes + 1 comment) + (206 likes + 1 comment) + (715 likes + 7 comments) + (235 likes + 2 comments) + (757 likes + 5 comments)/5 = 422

Twitter

  • Nationwide has 66,700 followers on Twitter and posts three or four times per week — sometimes multiple times in one day.
  • It has an average post engagement rate of 577.6, which was calculated as follows: (3 comments + 5 retweets + 36 likes) + (3 retweets + 9 likes) + (48 comments + 58 retweets + 204 likes) + (64 comments + 84 retweets + 831 likes) + (217 comments + 326 retweets + 1,000 likes)/5 = 577.6

LinkedIn

  • It has an average post engagement rate of 388.6, which was calculated as follows: (150 reactions) + (285 reactions + 2 comments) + (594 reactions + 13 comments) + (195 reactions + 4 comments) + (688 reactions + 12 comments)/5 = 388.6

YouTube

  • Nationwide has 24,900 subscribers on YouTube and posts an average of two to five times per month, although there are some months when its video content spikes sharply.
  • It has an average post engagement rate of 3.8, which was calculated as follows: (6 likes + 1 comment) + (5 likes + 1 dislike) + (2 likes + 2 dislikes) + (1 dislike) + (1 dislike)/5 = 3.8
Part
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Part
06

Progressive - Audit

Progressive has the most social media followers on Facebook by a significant margin. Its posting activity is fairly balanced across Facebook, Instagram, and LinkedIn, while it posts more frequently on Twitter. Progressive's volume of posts to YouTube varies. Engagement rates were calculated by adding the total number of reactions, comments, and shares for the last five posts on each platform and dividing the results by five. All findings are included in column G of the attached spreadsheet.

Facebook

  • Progressive has 496,354 followers on Facebook and posts two or three times each week.
  • It has a post engagement rate of 102.4, which was calculated as follows: (10 reactions + 3 comments) + (25 reactions + 15 comments + 1 share) + (80 reactions + 154 comments + 13 shares) + (29 reactions + 29 comments + 26 shares) + (24 reactions + 63 comments + 40 shares)/5 = 102.4

Instagram

  • Progressive has 38,300 followers on Instagram and posts once or twice each week.
  • It has a post engagement rate of 199, which was calculated as follows: (53 likes + 2 comments) + (198 likes + 22 comments) + (186 likes + 21 comments) + (225 likes + 14 comments) + (239 likes + 35 comments)/5 = 199

Twitter

  • Progressive has 63,800 followers on Twitter and posts four or five times each week — sometimes multiple times in a single day.
  • It has a post engagement rate of 11.8, which was calculated as follows: (1 comment + 5 retweets + 27 likes) + (4 likes) + (1 comment + 4 retweets + 7 likes) + (1 retweet + 8 likes) + (1 like)/5 = 11.8

LinkedIn

  • Progressive has 103,898 followers on LinkedIn and posts three to five times per week — sometimes more than once daily.
  • It has a post engagement rate of 24, which was calculated as follows: (20 likes) + (12 likes) + (27 reactions) + (17 reactions) + (44 reactions)/5 = 24

YouTube

  • Progressive has 21,100 subscribers on YouTube and posts an average of one to five times per month. The company posts up to eight or nine videos during some months, and only once or twice during others.
  • It has a post engagement rate of 112.2, which was calculated as follows: (29 likes + 3 dislikes + 5 comments) + (14 likes + 1 dislike + 4 comments) + (46 likes + 4 dislikes + 12 comments) + (237 likes + 57 dislikes + 9 comments) + (84 likes + 23 dislikes + 33 comments)/5 = 112.2
Part
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Part
07

SEB - Audit

SEB has 37,710 followers on Facebook, 4,161 on Instagram, 9,075 on Twitter, and 79117 on Linkedin. More details can be accessed on the attached spreadsheet here on column H.

Facebook

  • The time interval in days between 4th to 11th January 2020, represents a week and SEB made six social media posts on its Facebook platform, this represents six posts/week.

Instagram

  • SEB had two social media posts on Instagram for the last week between 1st to 7th January 2020, representing an average of two posts /week.

Twitter

  • From 1st to 7th January 2020, SEB had nine tweets representing the week.

Linkedin

  • SEB had just a single post between 1st to 7th January 2020, representing a post/week, but the company made three posts over the last 24 hours(10th January 2020, 8:00 pm EST). The sudden post today is unusual for them.

Youtube

  • The average posting frequency on Youtube for SEB is 1-2 times/month.

Methodology

To calculate engagement rate for most of the social media platforms of SEB, the team made use of 1st to 7th January 2020, for most of the social media platforms to have an insight into the post volumes per week. For Youtube, the team made use of the posts per month to determine the post volume per month. For engagement rates, the team made use of the given formula to perform our research analysis. The 4th to 11th January 2020, was used for Facebook analysis to represent a week.

The subscriber count for SEB Youtube channel is hidden, and we cannot access the exact number of subscribers the organization has. Organizations usually hide their number of subscribers from the public when their subscribers are low. Since the number of subscribers is hidden on the Youtube channel, the team tried to be analytical by exploring other options in a bid to unearth the number of SEB Youtube subscribers.

Our team tried to use analytical platforms that performed analysis on the SEB Youtube channel in a bid to unearth the number of subscribers on the platform, but this was not fruitful. The team found Similarweb, but the analytic platform could not provide the number of SEB Youtube subscribers, it only had data as regards the percentage youtube channel contributes to its social media which was 38.11%.

We went further to see if the team could access data for the number of SEB Youtube on Klear, but unfortunately, SEB was not on the platform, hence, our research efforts were futile. The team could not get any useful data from this research method.

We concluded that data for the number of SEB Youtube channel subscribers was not available in the public domain because SEB hid the statistics from the public domain, and there were no analytical sites that could extract it for the team to make use of it.

Engagement Rate For Facebook

The engagement rate on Facebook is calculated as:
(Total likes+comments+shares for the last five posts)/5 =(1+4+0)/5=1

Engagement Rate For Instagram

The engagement rate on Instagram is calculated as:
(Total likes+comments+shares for the last five posts)/5
(86+4+41+2+101+2+122+3+83+2)/5=446/5=89.2

Engagement Rate For Twitter

The engagement rate on Twitter is calculated as:
(Total likes+Retweets+Replies for the last five posts)/5
(2+1+2+1+2+1+1+3)/5=13/5=2.6

Engagement Rate for Linkedin

The engagement rate on Linkedin is calculated as:
(Total likes+comments+Shares for the last five posts)/5
(6+9+90+1+109+2+166+1)/5=384/5=76.8

Engagement Rate For Youtube

The engagement rate on Youtube is calculated as:
(Total views+comments+for the last five posts)/5
(82+262+183+202+227)/5=956/5=191.2
Part
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Part
08

Handelsbanken - Audit

Handelsbanken is a bank headquartered in Stockholm, Sweden. It has over 45,000 followers across its social media platforms. The requested data on its follower count, post volume/frequency, and average engagement can be found in column I of the attached spreadsheet.

Facebook

  • Handelsbanken has 26,693 followers on Facebook. On average, it posts at least once every two weeks on this platform.
  • Its average engagement per post is 238.6. It was calculated as follows: (176 likes + 7 comments + 32 shares), (108 likes + 12 comments + 38 shares), (300 likes + 17 comments + 65 shares), (140 likes + 2 comments + 33 shares), and (100 likes + 18 comments + 145 shares).

Instagram

  • Handelsbanken has 2,205 followers on Instagram. The company mentions in its Instagram bio that although it maintains its Instagram account, it does not post there as it uses Facebook instead.
  • The company has zero posts on Instagram.

Twitter

  • Handelsbanken has 5,707 followers on Twitter. It has not posted on this platform since June 2019.
  • The company posts once every three to six months on Twitter.
  • Its engagement rate on this platform is 12 (11 likes + 3 retweets + 6 replies), (7 likes), (2 retweets), (9 likes + 3 retweets + 4 replies), and (12 likes + 1 retweet + 2 replies).

LinkedIn

YouTube

  • Handelsbanken has 2,009 subscribers on YouTube. It publishes videos two to three times a month.
  • Its engagement rate is 210.4 (32 views) + (144 views) + (352 views) + (345 views) + (179 views).
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Part
09

Nordea - Audit

Nordea has the largest social media following on LinkedIn by a large margin, and is most active on LinkedIn and Twitter. The company does not actively post on Instagram, although it does have an account. Engagement rates were calculated by adding the total number of reactions, comments, and shares for the last five posts on each platform and dividing the results by five. All findings are included in column J of the attached spreadsheet.

Facebook

  • Nordea has 4,522 followers on Facebook and posts once or twice each month.
  • It has an average post engagement rate of 48.4, which was calculated as follows: (24 likes + 1 share) + (15 reactions + 33 comments) + (43 reactions + 12 comments + 1 share) + (40 likes + 28 comments) + (38 likes + 5 comments + 2 shares)/5 = 48.4

Instagram

  • Nordea is not active on Instagram. The company does have an official account with 1,417 followers, but it has not posted any content.
  • However, the #nordea hashtag has been included in 22,254 user posts across the platform.

Twitter

  • Nordea has 14,900 followers on Twitter and posts two or three times each week.
  • It has an average post engagement rate of 9.8, which was calculated as follows: (2 retweets + 4 likes) + (1 like) + (7 retweets + 26 likes) + (2 likes) + (2 retweets + 5 likes)/5 = 9.8

LinkedIn

  • Nordea has 155,152 followers on LinkedIn and posts two or three times each week.
  • It has an average post engagement rate of 85.8, which was calculated as follows: (23 reactions) + (73 reactions) + (58 likes) + (230 reactions) + (45 likes)/5 = 85.8

YouTube

  • Nordea has 1,400 subscribers on YouTube and posts one to three times each week.
  • The company has an average post engagement rate of 1.4, which was calculated as follows: (1 like) + (1 like) + (1 like) + (1 like + 1 dislike) + (2 likes)/5 = 1.4
Part
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Part
10

American Express - Themes

“Small Business Saturday” and “BackOurOceans” are two big campaigns that American Express has promoted across social media over the past 24 months. More details have been provided on slide one of the attached presentation.

Top Content

  • “Learn How to View Transaction Details” has 212k views on YouTube.
  • “Learn How to Use Membership Rewards Points” has 198k views on YouTube.
  • “The American Express App for iPhone® and Android” has 162k views on YouTube.

Recurring Content

  • Content related to “Small Business Saturday” has been posted 22 times on YouTube.
  • Content related to “BackOurOceans” has been posted three times on Facebook, nine times on Instagram, and seven times on LinkedIn.
  • Content related to “Strive for College” has been posted four times on LinkedIn.

Big Campaigns

Research Strategy

To identify some top content, recurring content, and big campaigns for American Express across social media, we aggregated content posted by the company across its official social media pages over the last 24 months. Top content was determined based on content with the highest engagement, recurring content was determined based on the content posted the most across social media, while big campaigns were selected based on campaigns that were posted the most across social media.

Part
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Part
11

Chime - Themes

Chime's top performing content are YouTube videos it has posted within the past two years. The requested information on its top content, recurring content and big campaigns across social media can be found in slide 2 of the attached presentation.

Top Performing Content

  • A 30-second video on YouTube titled "Chime - Banking with No Hidden Fees." Chime has 1,835,657 views on this video. The video was published on December 3, 2019.
  • A YouTube video titled "Chime - Banking the way it should be." It has 521,154 views and 180 likes. It was published on August 20, 2018.
  • A YouTube video posted on September 2, 2018. It is titled "Chime Banking: Early Payday - Coworkers" and was published on September 23, 2018. The video has 518,504 views, 21 likes, and 16 comments.

Recurring Content Series

  • A series on Instagram, Facebook and Twitter called "12 Days of Chimemas." There are 12 posts in December 2019 about this.
  • An Instagram and Facebook series called "Chime Saved Me." Frequently, the company posts people's positive experience with Chime. In 2019 alone, there were over ten Instagram and eight Facebook posts about this.
  • An Instagram series called Money Goals 2019. There are over three 2019 posts about this.

Big Campaigns

  • An "Early Payday" campaign on all its social media platforms. Videos about this campaign have generated over a million views.
  • An ad titled "Chime - Banking with No Hidden Fees." It was published in December 2019 on YouTube, LinkedIn, and Facebook. It has generated almost 2 million views and more than 60 likes.

Part
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Part
12

Square - Themes

Square's top-performing social media content is mostly concentrated in its biggest social media campaign, the 'This is Square Terminal.' campaign across social media channels, with the campaign's YouTube videos having accumulated millions of views each. An example of the company's recurring content on social media is its '12 Days of Square' contest on Instagram, in which it gave away prizes on each of 12 days to various Instagram users. These insights and more have been added to the attached slide.

Square's Top-Performing Content

  • Square's YouTube video 'This Is Square Terminal. (Bowling alley)' is among its highest-performing pieces of social media content.
  • Square's YouTube video 'This is Square Terminal. (Dry cleaner)' is another of the company's highest-performing pieces of social media content.

Square's Recurring Content

  • Square conducted a recurring content series titled '12 Days of Square' on Instagram, giving away prizes to users on each of the 12 days.
  • Square's '#SquareCard Sundays' is another recurring content series on Instagram, each post displaying a Square user's customized Square credit card.

Square's Big Campaigns

  • Square's 'This Is Square Terminal.' advertising campaign is among its biggest across its social media channels, being featured in numerous highly-watched YouTube videos, as well as posts on Twitter, Facebook, and Instagram.
  • Another notable social media campaign from Square is its 'Square Stories' campaign, a video campaign showing various businesspeople who utilize Square products.
  • Square also conducted a campaign based around the phrase 'Accept People Everywhere' in support of the LGBTQ+ community. Square and Twitter founder Jack Dorsey also tweeted in support of the campaign.
Part
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Part
13

State Farm - Themes

State Farm's top performing content is its advertisements (particularly ads that star Aaron Rodgers). State Farm also publishes recurring content series where the company talks about its employees, agents, the importance of financial literacy and safety & financial tips. Finally, some of their big campaigns across social media include the 'Gabe Gabriel' & 'Aaron Rodgers' series as well as the 'here to help ... (life) go right' series. A summary of State Farm's content can be found in Slide 4 of this presentation, while a more detailed analysis of findings has been provided below.

Top Performing Content


Recurring Content Series

  • Some recurring content series published by State Farm on YouTube are: 1) 'Employee Careers' episodic content with a total of 20 videos uploaded, as well as 2) 'Agent Careers' episodic content with a total of 18 videos uploaded.
  • Moreover, State Farm also hosts an episodic show called "Color Full Lives" that helps women achieve their financial goals and dreams. Their latest upload was titled 'Things I Wish I Knew Before Starting a Business', which was their Season 5 Finale (Episode 6).
  • Finally, State Farm regularly posts safety & financial tips across its main social media channels. In just the last 30 days, the company has made 17 Facebook posts, 12 Twitter posts, and 12 Instagram posts giving safety tips, and 6 Facebook posts, 5 Twitter posts, and 2 Instagram posts giving financial tips.

Big Campaigns across Social Media

  • One of the big advertisement campaigns for State Farm is its 'here to help __ (life) go right' campaign. Advertisements are usually 30 seconds long, and substitute the dashed line in the phrase for a different consumer problem. Some examples include, 'uninvited guests', 'cloudy days', 'new rides', 'weird wrecks' and 'savings'.
  • The second big advertisement campaign for State Farm is its Gabe Gabriel & Aaron Rodgers series. In the program, Gabe plays the part of the 'jealous' Sports Agent of Green Bay Quarterback Aaron Rogers, who always consults real-life State Farm Agent, Patrick Minnis, before making any important decisions.
Part
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Part
14

Nationwide - Themes

Some top content, recurring content and big campaigns for Nationwide across social media have been entered into slide 5 of the attached project slideshow. Nationwide is very active on social media with various kinds of content. The content with the highest number of views is a Youtube video posted in October 2018.

Top Performing Content

  • One piece of top-performing content from Nationwide on social media is a video that the company posted on YouTube in October 2018. The video is titled "Bundling Home and Auto Insurance | Nationwide Jingle Sessions" and it has over 50 million views.
  • Another example of top-performing content from Nationwide is a video posted on Facebook in April 2018. The video is titled "GOALS | Great things happen on the field. Good happens off the field. #MyGoals". The video has 4.5 million views, 23,000 likes, 438 comments, and 1,600 shares.
  • Another top-performing piece of content from the company is a video posted on Twitter titled "SM(b)H | Shaking My (bobble) Head". The video was posted in October 2018 and it has 2.33 million views, 46 retweets, and 730 likes.

Recurring Content

  • One recurring content series from Nationwide is "NRI: W&R". It features different executives of Nationwide Retirement Institute talking about retirement for women. The series has six videos posted between November and December 2019.
  • Another recurring content series is "NRI: TERI". It features different executives of Nationwide Retirement Institute talking about tax and retirement income. The series has six videos, all posted in December 2019.
  • Another recurring content series is "Nationwide Blog". It includes blog videos from Nationwide providing information on safety, work, housing, and driving. The series has six videos posted between June and September 2019.

Big Campaigns

Research Strategy

To select examples of Nationwide's top-performing content across social media, we searched through their Facebook, Instagram, Twitter, Youtube, LinkedIn accounts for the most viewed content. We then selected the most viewed posts within the past two years from three different social media accounts. The most viewed posts were from Youtube, Facebook, and Twitter.

Some posts featured similar characters and messages like the bobblehead posts about Nationwide's partnership with Amazon on Youtube, Facebook, Twitter, and Instagram. However, they are not a recurring content series since were posted as stand-alone posts and not as part of a series or hashtag. We only found several recurring content series on Youtube.
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Part
15

Progressive - Themes

Progressive Insurance has seen various successes with its posts on its social media accounts. The company has seen the most success in YouTube in where it has two recurring contents, which are a compilation of new commercials made by the company and ads from the company’s currently running ad campaign “At Home with Baker Mayfield.” One of the company’s top-performing content is a video from YouTube titled “Blind Date | Progressive Insurance Commercial,” which gained 6.7 million views in ten months. The slideshow presentation can be found here.

Progressive Insurance’s Top Performing Content

Progressive Insurance's Recurring Content

  • One of Progressive Insurance’s recurring content is its “New Progressive Insurance Commercials” on YouTube. It is a compilation of the company’s commercials. The company had posted 16 videos of these new commercials between 2019 and 2020.
  • Another recurring content from the company is “At Home with Baker Mayfield | Progressive Insurance” on YouTube. It is a compilation of the company’s ad campaign, created with a famous American football quarterback, Baker Mayfield. The company had posted 16 videos of these commercials in 2019.
  • Another recurring content from the company is the episodic posting of its “Life Lane” blog on Facebook. It posted over 20 Life Lane blogs in 2019. It teaches various everyday essentials for readers, as well as important information regarding insurance coverage and others.

Progressive Insurance's Big Campaigns

  • One of the company’s biggest recent advertising campaigns that are found on the company’s social media is the ad campaign titled “At Home with Baker Mayfield.” These are 30-second videos of Baker Mayfield and his wife tackling the day-to-day tasks, with aims of creating comedic relief for audiences.
  • Another big advertising campaign ran by the company that is found in its social media accounts is the ad campaign titled “Parentamorphosis.” It is a series of 80-second commercials that show children becoming their parents. It is found in various digital placements such as Facebook, Twitter, and Instagram, alongside the company’s influencer relationships.

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Part
16

SEB - Themes

SEB’s most engaging platform is YouTube; the platform contains recurring videos of the company’s marketing efforts. On Instagram, some of the recurring contents are focused on the company’s work culture and sustainability efforts. The slideshow presentation can be found here.

SEB’s Top Performing Content

  • SEB’s Fire 20s 20 seconds YouTube video is the most engaging content across its social media accounts. The video generated 270,057 views and 3 likes.
  • A GIF of the company’s staffs celebrating the Swedish National Day had 684 likes and 10 comments on LinkedIn.
  • Another top-performing content from the company is a video posted on Instagram about an employee sharing her experience of working in the SEB’s Denmark office gathered 1,788 views and one comment.

Recurring Content Series

  • Life at SEB” is a recurring content on SEB’s Instagram account which features employees from different branches sharing their experiences working at the company. Eight videos have been posted on the series between 2019 and 2020.
  • Another recurring content from the company is the “Ung ambition” podcast which is a podcast on entrepreneurship and features guest appearances from young entrepreneurs sharing success tips on how to start and run a successful business.
  • The “#SEBclimateawarenessweek” is a series of contents posted on the company’s Instagram account to create awareness on climate change and provide insights into the company’s sustainability efforts. A total of 14 posts have been made on the series between 2019 and 2020.

Social Media Campaigns

  • One of the company’s most prominent recent advertising campaigns that are found on the company’s social media is the promotion of its business by featuring small business and individuals that have benefited from working with SEB.
  • Another campaign was the company’s promotion of its Entrepreneur Camp through its Facebook page and website blogs. SEB uses the platform to encourage people to sign up for the Entrepreneur Camp, which aims to arm people with the necessary skills needed to become successful entrepreneurs in Sweden.
Part
17
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Part
17

Handelsbanken - Themes

Contents on Handelsbanken's banking services and mobile banking app are two recurring content series by the company on social media. More details have been provided on slide 8 of the attached presentation.

Top Contents

Recurring Contents

  • Content related to Handelsbanken's business services was posted on YouTube 4 times in 2019.
  • Content related to Handelsbanken's mobile banking ID and mobile app was posted 3 times on YouTube and 3 times on Facebook in 2019.

Big Campaigns

Research Strategy

To identify some top content, recurring content, and big campaigns for Handelsbanken across social media, your research team aggregated content posted by the company across its official global social pages over the last 24 months. While the company has social media presence across all social media platforms, they have not made a single post on Instagram and have only made one post on LinkedIn. Handelsbanken is headquartered in Sweden, as such, its social media pages are in Swedish. However, we leveraged Google translate for this research.
Part
18
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Part
18

Nordea - Themes

Nordea has had good performance in their YouTube and Facebook content. In YouTube, they have a recurrent content series called "Nordea Asset Management". More information regarding Nordea's content across social media has been provided in Slide 9 of the attached presentation. A short brief of the findings has been provided below.

Top Performing Content

  • One of Nordea's top performing content is its YouTube video “Nordea in Poland — Meet our crew in Lodz,” with 5,758 views.
  • Other top performing content is the YouTube video “Nordea in Poland — Meet our Nordic Speakers in Lodz,” with 4,204 views.

Recurring Content

  • One of Nordea's recurring content is “Nordea Asset Management” YouTube videos. The company has posted 6 of these in the last 2 years.
  • Other apparently recurring content are Facebook posts about Nordea’s environmental efforts. The company has posted 5 times about this topic in the last 2 years.

Big Campaigns

Research Strategy:

In order to provide examples of top performing content of Nordea's social media, we analyzed all social media platforms in which the company is present (LinkedIn, YouTube, Twitter, and Facebook). We selected the content that had either more views, in the case of YouTube, or more interactions (in the case of Facebook, Twitter, and LinkedIn).

To provide examples of recurring content series, we analyzed the same platforms and selected content that had a similar title or was about the same topic and was repeated several times throughout their timeline.

Moreover, to provide examples of big campaigns we first looked for sources that could provide complete information of any recent social media campaign. We were looking for an example that could provide such information to prove it was a "big" campaign. For example, a source that provided details about the running time, the social media platforms where it ran, the results it had, etc. However, after searching on the company's press releases, news media platforms, and social media platforms, we were unable to find such information. Instead, we found that the latest big campaigns of the company were not done through such media, but were done for television or other digital platforms, such as ABC News.

We then looked for other type of campaigns on marketing services providers' sites, such as isakedvinsson.com. Here, we were able to find a campaign done for MasterCard and Nordea regarding a credit card used for online purchases. However, the source did not include information that could make us believe or assume it was a "big" campaign. Since the information did not tell us it was not big, we decided to include it in the slide as an example of campaign.

Finally, we searched for social media campaigns older than 2 years. With this search, we were able to find a second campaign named "Sven Almost 100." Again, the source did not provide information that could make us believe or assume it was a "big" campaign, but it also did not imply it was not big. Hence, we also decided to add it as an example of campaign.

From our research, we can conclude that Nordea is recently focused on running big campaigns through television advertisements. A reason for this could be that this type of media brings them better results.
Sources
Sources

From Part 14