Published on February 24, 2014
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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HSBC, one of the largest banking and financial services institutions in the world, serves millions of customers through its four Global Businesses.