• Aug. 19, 2017, 5:38 pm

TD Bank, Regions Bank and PNC Bank demonstrate Total Social success

TORONTO, ON – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™, today released its ‘Total Social’ data rankings on the top U.S. banking institutions for both online and offline conversations. TD Bank, Regions Bank and PNC Bank show the greatest strength in building engagement with audiences both on social media and through offline word of mouth (WOM) conversations.

Total Social combines Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of WOM conversation from the Keller Fay Group, an Engagement Labs company.

Top Ten Online Social Rankings of U.S. Banking Institutions – Six Month Comparison

Facebook

Twitter

Ranking

April 2015

October 2015

April 2015

October 2015

1

TD Bank

SunTrust Banks

TD Bank

TD Bank

2

SunTrust Banks

Bank of America

Regions Bank

Regions Bank

3

Bank of America

Regions Bank

Chase

Wells Fargo

4

Citibank

TD Bank

Wells Fargo

Chase

5

Ally Bank

PNC Bank

U.S. Bank

U.S. Bank

6

Wells Fargo

Ally Bank

Citibank

Ally Bank

7

Regions Bank

Wells Fargo

Ally Bank

SunTrust Banks

8

U.S. Bank

Citibank

SunTrust Banks

BNY Mellon

9

PNC Bank

Fifth Third Bank

Bank of America

Citibank

10

Chase

Citizens Bank

BNY Mellon

Bank of America

Source: Engagement Labs eValueTM 2015 rankings of U.S. Banking Institutions

Top Ten U.S. Banking Institutions – Word of Mouth Conversations

Ranking

Word of Mouth

Sentiment

Word of Mouth

Momentum

1

Regions Bank

PNC Bank

2

TD Bank

U.S. Bank

3

Chase

Capital One

4

SunTrust Banks

Regions Bank

5

U.S. Bank

Bank of America

6

PNC Bank

Chase

7

Bank of America

Citibank

8

Citibank

SunTrust Banks

9

Capital One

Wells Fargo

10

Wells Fargo

TD Bank

Source: Keller Fay’s TalkTrack® 2015 ranking U.S. Banking Institutions offline word of mouth conversation.

Looking at the six month comparison on Facebook, SunTrust Banks moved up in the ranking with the highest eValue score, overtaking TD Bank. The Company also improved its Responsiveness score by 34 percent and saw a boost in Engagement. Bank of America moved from the third to second spot and Regions Bank jumped from seventh to third, which is due to its significant improvement in Responsiveness score.

“Responding to customers is and should be a huge part of a business’ social media strategy, especially in the financial sector where customers often turn to social media to ask questions about financial services,” said Bryan Segal, CEO at Engagement Labs. “Finance is a very personal and emotional topic for many, and financial institutions who leverage their social channels to respond to consumer inquiries and humanize their brands will in turn build stronger relationships with their consumers.”

Online, TD Bank was the frontrunner on both Facebook and Twitter based on the April and October 2015 rankings. In Engagement Labs’ six month follow-up, TD Bank maintained its dominance on Twitter increasing Responsiveness by 33 percent. Regions Bank also maintained its second place ranking, while Wells Fargo increased one place overtaking Chase. Wells Fargo also had an impressive increase in Impact, significantly increasing the potential reach of its content.

Regions Bank also performed well in terms of offline word of mouth, and ranked number one for offline word of mouth sentiment, with 77 percent of the brand’s overall sentiment being positive. TD Bank came in a close second with 75 percent of conversations about the brand being positive. Both Regions Bank and TD Bank are great examples of brands who are propelling conversations both on and offline.

PNC Bank came in the top spot for WOM momentum. Momentum demonstrates the increase of brand mentions based on a six month comparison from 2014 to 2015. On Facebook, PNC Bank came in fifth place in October 2015 rankings, a four place increase from Engagement Labs’ earlier 2015 ranking, showing the brand is gaining momentum both on and offline. US Bank was ranked second highest for WOM momentum, however, online the brand’s eValue score decreased both on Facebook and Twitter. This demonstrates that offline word of mouth does not always translate online and vice versa.

“Consumers move fluidly between online and offline when they talk about brands, and thus it’s essential for brands to have an understanding of how their customers are engaging with them both online and offline. Just focusing on one aspect — online or offline — can create missed opportunities for a brand to create meaningful customer relationships,” noted Segal.

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