HSBC Case Study

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Information about HSBC Case Study

Published on February 24, 2014

Author: LImarketingsolutions



Amanda Rendle, Global Head of Marketing, HSBC Commercial Bank, originally shared this presentation at LinkedIn FinanceConnect:14 in New York City.

HSBC’s Commercial Bank is devoted to creating opportunity for international aspirant businesses through facilitating global connections. Learn how HSBC CMB built a global content ecosystem that helps customers and prospects grow their businesses through an intelligent integrated program. See how they leveraged their Global Connections portal, a Global Connections group on LinkedIn, content rich media, and "in-feed" snackable content – to better service their customers.

Case Study: HSBC Amanda Rendle Global Head of Marketing, HSBC Commercial Banking and Global Banking & Markets #inFC14

Sponsored Updates Case Study Finance Connect Amanda Rendle Global Head of Marketing, Commercial Banking and Global Banking and Markets February 2014

History of HSBC 1865 Over 80 territories 55 million customers 267,000 employees A local bank serving international needs

What does HSBC mean for businesses? HSBC is viewed as a transactional partner for businesses The challenge Become a strategic partner for International businesses 4

HSBC Global Connections enables the bank to move further upstream to support business decisionmaking, helping companies expand internationally


HSBC Global Connections Website

The challenge… How can we engage with such a busy target audience? How can we share this content with them? How do we grab their attention? How do we make sure they come back and read more? 8

HSBC Commercial Banking LinkedIn company page 33,000 followers 9

LinkedIn Sponsored Updates… Activity Overview Flight Time: Sep 2013 – Dec 2013 (avg. 3 SUPs per week) Total Campaigns for the period: 43 Update Flight Time: 3 days Testing variables Pricing Seniority Market Split Content KPIs Impressions Clicks Engagement Rate Price Followers 10

Overview of results… GC content reached over 50 countries • • 100% of followers gained are manager and above vs. 40% of organic 3X increase in the rate of follower growth Top 10 Geo reached Top 5 Industries by engagement rate Import/export, Int trade, banking, machinery, mining 40,000+ Interactions with GC content 11

Content results: top three posts 0.76% ER 1 0.67% ER 2 0.64% ER 3 12

Why is this content engaging? 13

Engaging the audience… 14

Supporting campaigns… HSBC Trade Forecast Tool INTERNAL 15

Benefitting from geo-targeting… Traffic directed to country specific content Tailored Headline High Personal Relevancy 16

Supporting campaigns… RMB 17

Local markets leading the way… 18

Any questions…. 19

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