Agency: Progressive Content
Client: Royal Bank of Scotland
Brief
The main objective was increased traffic to the Business Hub, but also to co-ordinate and align social and content calendars, ensuring content is widely shared by all audiences, to maximise return on content. We were also challenged to provide vibrant event coverage for the bank.
While the primary focus was to raise awareness and engagement with Business Hub, we were also asked to promote other bank-led programmes and initiatives. Collectively, these aspects formed an “always-on” mentality for the project.
Solution
Through our existing work, we already had a wealth of insight into content performance and access to a content and events calendar. We crafted bespoke copy and images for each post and began engaging with other social users, showing there was a real person behind the account. This could be a simple like or share, or tagging featured companies and people.
The key to B2B social media is to remember that individuals, not companies, read posts. We target people and avoid the use of corporate jargon. We soften the tone of voice, making it informal yet informative, but keeping it professional enough to post more serious messages if needed.
When it came to promoting events or bank programmes, we created full social plans broken down by platform and brand. Where budget allowed we created bespoke image and video assets for a more comprehensive and cohesive approach.
Results
All performance metrics have soared, from impressions and reach, to link clicks and engagement rate. The majority of our work has been organic, although we have carried out paid promotions for reports, programmes, and some events. Organic results have been particularly impressive. Across the 10 accounts we manage, organic posts have been viewed seven million times over the past year, with an average engagement rate of 3.6%, growing account followers by 20,000 to approximately 110,000.
In terms of international events, our approach at the Association of Corporate Treasurers (ACT) 2018 and 2019 conferences were well received by both the bank and ACT. NatWest’s tweets were across the social walls around the venue, and our coverage helped ‘#ACTAC1 9’ become the top trend in Manchester.
This success continues when it comes to raw traffic to the Business Hub. Session duration via social traffic increased by almost 350%, while bounce rate dropped 17.5% year-on-year.
