Socialbakers Report: Turkish on Facebook

Insight into the social media performance of the Turkish banking industry The Study

As of today, (December 18th, 2012) there are 45 banks operating in ; 32 of which are deposit banks and 13 of which are development and investment banks. This study will be looking at 11 banks including state owned banks, privately owned banks and foreign banks that are operating under supervision of the Savings Deposit Insurance Fund of Turkey (TMSF). The period monitored was from the 1st of November until the 30th of November.

The Banks Analyzed

» Garanti Bankasi, » » TEB » » Yapı Kredi » Finansbank » Türkiye İş Bankası » VakıfBank » BankAsya » ING Türkiye » Türkiye

The Fan Growth

The bank with the largest fan growth in terms of absolute numbers was, Akbank, which attracted 85,859 new fans, followed by Garanti Bankasi (+81,153) and TEB (+49,785). In terms of relative numbers, the fastest growing bank was VakıfBank, which grew 27.11 %, followed by Yapı Kredi (+15.6 %) and TEB (+12.06 %).

The Most Engaging Bank

FB Average Post ER =

Likes + Comments + Shares on a given day

# of wall posts made by page on a given day x 100 Total Fans on a given day

Fan‘s Engagement is Calculated as the sum of all Engagement Rates of posts that were made in the last 30 days divided by total posts made during that selected time period. If there were 3 posts in the last 30 days (.3%, .5%, and .1%) then the Moving Average of Post Engagement Rate would be .3%.

The Most Engaging Bank by Moving Average of Post ER was TEB with a 0.5917 % ER, followed by ING Bank Türkiye (0.4687 %) and VakıfBank (0.4288 %). If we look at the top banks in terms of the number of interactions, it is apparent that TEB is also the most engaging bank in terms of asbolute numbers (75,001), followed by Garanti Bankasi (17,818) and Akbank (17,305).

The Most Engaging Content

 The Post with the highest ER (6.9301 %) was posted by ING Bank Türkiye and it received 5,232 likes, 423 comments and 293 shares. It was a photo of a savings account offer with an interest of 9.25 %.

 The second most engaging post was published by TEB. The post ER was 5.5653 % and it attracted a total of 17,859 likes, 959 comments and 5422 shares. It was a video of a TV commercial.

The Most Engaging Content

 The third most engaging post by ER was published by TEB. The post had an ER 5.4598 % and it attracted 23,232 likes, 190 comments and 438 shares. This post also had the most amount of interactions for a bank during the month of November. The post was a link to a YouTube video with a commercial for a savings account.

Response Rate

Almost all of these banks do not allow their fans to post on their Facebook wall, which is a shame. However, there are two exceptions – the first is Finansbank and the second one is TEB. Both banks do answer their fan questions, which is great and they both qualify as being socially devoted. Finansbank has a response rate of 100%. However, they deal with very few questions. TEB has a great 80.43 % RR with a fair amount of questions handled. The only issue both banks could work on is the response time, which is on average more than 2 days.

Case Study Wrap-Up

 Garanti Bankasi is the largest on Facebook  Akbank was the bank that grew the most during November  The Fastest growing bank in November was VakıfBank  The Most Engaging Bank was TEB  The Most Engaging post was published by ING Bank Türkiye  The post with the most interactions was published by TEB  The majority of Turkish banks do not allow their fans to write on their FB wall  The only two banks analyzed which do allow fan postings are Finansbank and TEB  Both of these banks respond their fans and are Socially Devoted, which is great news for their fans and customers.

We hope you enjoyed this short report on the social media performance of top Turkish banks . If you have any further questions, please do not hesitate to contact us.

You can reach us at [email protected]

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