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I. Social Media Community StatisticsII. Listening ResultsIII. Appendix
TABLE OF CONTENTS
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OBSERVATIONS:
Facebook experienced approximately 1% organic growth in February. Thetotal fan base is now almost 27,500.
Facebook Fan Base – through February 29, 2012
FB Advertising7/26
Email CampaignBegins 8/24
Organic Growth
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OBSERVATIONS:
As customer service continues to lead the content on this channel, followers areincreasing based on their need to interact with the brand in this way.
Of total tagged messages during this month, Complaints was the #1 category, followedclosely by Proactive Responses by Citizens.
The Twitter fan base grew 8% during February. Total followers are now at almost 2,200.
Twitter Fan Base – through Feb 29, 2012FB Advertising
7/26
Email CampaignBegins 8/24
Organic Growth
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Facebook fans saw increases month over month. However, we saw decreases in volume in February forImpressions and Reach due to the sharp decrease in feedback from your fan base. This could be a resultof seasonality as the holiday season has passed and consumers no longer need to vent on issues suchas over drafted accounts and fees that occurred during the holidays.
With the current tax preparedness content running on the page, we expect this fan number to grow aswe’ve already seen good interaction rates with this material.
Twitter followers showed steady growth, but inbound messages decreased 48% month over month.January saw a more proportionate level of Complaints and Proactive Responses while February saw adecrease in volume of Proactive Responses in comparison to Complaints. Moving forward, the ratio ofComplaints to Proactive Response need to be more proportionate to satisfy the customer service needsof the channel.
Social Media Statistics Total as of 2011 1/1/12 - 1/31/12 2/1/12 -2/29/12
Total Fans 27,064 27,239 27,415Total Impressions N/A 254,710 130,808Total Reach N/A 85,854 47,469Average Talking About This N/A 14 12Feedback (likes comments,shares) 5,065 534 309
Referrals from .com 4,099 143 131
Followers 1,821 2,025 2,177Inbound msgs 3,348 669 349
Customer Service
Complaints 1032 266 248Proactive Response 1367 221 136Forwarded to Contact Center 138 21 23Compliments 368 49 44Community mentions 450 70 46
Volume Overview
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Utilizing OpenGraph would help increase new likes without making users leave the .compage.
The homepage banner garnered over 20 million impressions.
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Feb-‐12.com Facebook
1 Facebook “Connect With Us” Icon Clicks 2832 Facebook “Connect With Us” Link Clicks 103 “Join Our Facebook Community” Link Clicks 204 “Visit Us On Facebook” Link Clicks 845 “Money Personality Test” Link Clicks 12ConversionsVisits Driven to .com
6 Facebook N/A7 TwiQer N/AOther Social Ac7vity
8 Visits to Social Media Page 7349 TwiQer “Connect With Us” Icon Clicks 16310 TwiQer “Connect With Us” Link Clicks 1211 TwiQer “Follow Us” BuQon Clicks 412 TwiQer Handle Link Clicks 3
Homepage Display AdImpressions 20,393,409Clickthroughs 319CTR % 0.0016%
.com Flow Through to Social
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Brand Mentions/Comment Volume
• Total mentions for February were 2,132. This was an 18% decrease in overall mentions month overmonth with is due to the decrease in fan engagement on the page.
• Neutral sentiment saw a 2% lift, negative sentiment saw a 1% lift, and positive sentiment saw a 4%drop. The decrease in positive sentiment relates to the drop in month over moth community mentions(70 to 46). The increase in negative sentiment relates to fees, robberies, customer serviceexperiences, and a decrease in proactive responses.
Comment Volume and Sentiment Distribution – February 2012Have A Heart Launch
Robbery & Citizens BankTeller Stealing $
RobberyLBS Check-Ins
People's United Bank toacquire select Citizen’s
Bank Branches anddeposits in NY state
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Comment Sources
• Twitter continues to be the top source of comment volume atalmost 80%.
• News provides the majority of philanthropically-driven mentions.• Foursquare mentions accounted for 1/4 of total mentions for the
month which is consistent with the month of January.
CFG Comment Source DistributionFebruary 2012
Foursquare Check-ins February 2012
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Positive Comment Volume• Positive comment volume fell 4% over last month.• Philanthropically focused volume saw a similar 4% drop,
but multiple events still received media coverage as wellas social mentions.
• Going forward, it will be beneficial to leverage this contentfor geotargeted posts to increase sentiment andengagement. Ex: West Side Market Events to theCleveland area.
•Currier Museum of Art•Factory Court Concert Series•Motown Winter Blast•REDC Donation•Bowl for Kids Sponsor•Boys & Girls Club Foundation Grant•Champions in Action•Wine, Women and Chocolate Sponsor•Donation to Business Training Center – Foster’s DailyDemocrat•Social Capitalist Luncheon Sponsor•West Side Market Centennial celebration
Philanthropy-Related Comment Volume
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Negative Comments
Negative interactions between Citizens and itscustomers continue to focus on the following topics:
• Fees and charges• Poor customer service experiences• Complaints about Online and Mobile Banking• General negative opinions of the bank
To address the negativity, we recommend increasingthe quantity of proactive responses and referrals tocustomer service when necessary.
We will continue to monitor sentiment around mobilebanking as we anticipate negative comments todecrease around the android app and the ipad as thoseproducts launch in the coming months.
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Negative Comments
The majority of negative sentiment on the Facebook page relates to banking fees with totalnegative volume increasing 1% from January.
The financial tune up tip posts had a lot of negative fee related comments. As a result, weare continuing to optimize content with our current tax preparedness theme in hopes toencourage more positive engagement.
Negative Sentiment Distribution
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Citizens Bank Park
There were 1,561 CBP mentions in February. The majority of mentions (49%) came from fans selling tickets atthe beginning of the month. A remaining 6% of overall mentions fell into the Fan Comment category, 22% fellinto the In the News category, and 13% were LBS Check-ins. We expect the number of check-ins to increase inMarch and April when the baseball season starts.
97% of total mentions occurred on Twitter.
Tickets for Sale
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Competitive Comment Volume
Citizens mentions (3,030) remain at levels comparable to TD Bank (10,300) and PNC Bank(6,009)volume.
While Citizens holds the smallest volume of mentions, it’s important to note that they have the mostpositive net sentiment score of all 5 banks.
Bank of America (107,715) holds the majority of mentions at 65%.
Chase (37,666) captures ¼ of total mentions.
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Sentiment Comparisons By Competitor
Net Sentiment
-22% -11% -6%
*Net sentiment is the difference between positive and negative mentions. Neutral mentions were removed. As a result, the categories will notequal 100%. Competitive reporting is created using a different listening “Monitor” from main Citizens reporting. Some differences in statisticsmay result but are directionally accurate.
-4% -15%
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Learnings/Recommendations
Content• Increase proactive responses on Twitter to be in-proportion to customer
service requests• Continue to post and monitor the tax preparedness content for changes in
sentiment and engagement: we want to be able to identify thematic contentthat resonates with the audience in a positive way
• Prepare content for Android app launch – including content that drives tothe tab (once that has launched)
• Geo-target local content around events, philanthropy and community tobuild engagement and add value – use these posts as content that isoutside of brand promotions
• Begin to discuss content for Citizens Bank Park and baseball season in theweekly content meetings
Website• Add OpenGraph technology to the .com to drive Twitter and Facebook
acquisition without directing people off of the main website
