Content Marketing Idea

-Miraj Raoji

“This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course.”

·         The campaign idea is for Scotiabank.

·         The name of the campaign will be “Click & Win”. Firstly through Facebook, Instagram, YouTube, twitter, Posters, hoardings, newspaper spread a contest of clicking most creative and innovative picture with Scotiabank and post it on Scotiabank’s official Facebook page and tag #Scotiabank. Best three pictures from all over Canada will receive huge prize i.e.

·         2^nd runner up - $1000 prepaid visa card

·         1^st runner up -  $2000 prepaid visa card

·         Winner -           Brand new Honda Civic

·         Creative department will make a video of the best pictures and release it with the winners name

·         The major target audience will be students and young generation as students and young generations have craze of contests like this. This can help students to pay for tuition fees or can win a car.

·         At the end of this campaign the only goal is getting more and more young generation into opening new accounts and increasing more business.

·         This campaign will be launched in summer break so that more and more people can take participate in the contest.

·         Facebook and YouTube will be two social platform on which this campaign will be launched.

·         Young generation and students’ now-a-days love taking pictures and uploading on social media site. Using this current trend the campaign will have a huge success. 

Scotiabank Vs CIBC Fan Page

-Miraj Raoji

• ·         As Scotiabank and CIBC are financial service Company Fan pages are not likely to be          found on any social media site. But there were lot of related pages on Facebook i.e.      Scotiabank Digital Factory, Scotiabank Saddle dome etc.
• ·         https://www.facebook.com/pages/Scotiabank-Saddledome/136390079744294
• ·         https://www.facebook.com/ScotiabankDigitalFactory/
• ·         As per company review I saw on www.glassdoor.ca the rating given was 3.3 stars. This site has over 14000 views.
• ·         On the company site this was the chart that shows company reviews and complains.

• ·         Looking at CIBC www.glassdoor.ca has 3.4 rating which is almost similar to Scotiabank. Over  1400 employee reviewed this page on this site and response it nice.
• ·         On Customer service box  the review chart is as follows:                          

                                  

• ·         Comparing both charts, both companies have same Category average and site average, the only difference is the merchant and in CIBC it is more.
• ·         As per www.hashtagify.me Scotiabank’s popularity is 38.3% and CIBC has 44% popularity.

Figure 4: Popularity of last 2 months

Figure 5: Popularity of Scotiabank- Last 2 Months

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Scotiabank vs CIBC on YouTube

-Miraj Raoji

• ·         Both Scotiabank and CIBC have their active official YouTube channel.
• ·         Scotiabank has 5834 subscribers and has 5,247,003 views and has 5 links connected to official website, twitter, Facebook, google+, Instagram.
• ·         CIBC has 5668 subscribers and 12,515,616 views. This YouTube channel had 4 links connected to official page, twitter, Facebook and LinkedIn.
• ·         Scotiabank upload new videos every 2 days and they are webisodes and separated by episodes.
• ·         CIBC posts new video every week that is comparably less videos. As per my views most of the videos are animated.
• ·         Scotiabank uploads mainly industry based, musical videos etc. and CIBC uploads mainly animated industry based videos.
• ·         Surprisingly on Scotiabank’s YouTube channel there is no description about the bank or channel but for CIBC the description is really elaborative and explains the vision of the company and future goals both in English and French.
• ·         Scotiabank:

• ·         This was the most viewed video in recent times on YouTube channel of Scotiabank.  This is Webisode 2: Meet the Calgary Jr. Inferno and this video has over 2000 views.
• ·         CIBC:

• This video title is in French says “Le Paiement Funky” that means make payment funky. This video promotes Samsung pay presented by CIBC bank and this video has over 12000 views on YouTube.

Scotiabank vs CIBC on Twitter

-Miraj Raoji

• ·         Scotiabank:

• ·         CIBC:

 

• ·         Both Companies twitter page are very impressive. Both the company uses 50/50 rule on twitter, they tweeted a lot about their company as well as realted posts.
• ·         News alerts and latest news are kept on both Sotiabank and CIBC twitter page.
• ·         The most successful tweet on scotiabank twitter page was about raising awareness about mental health.

                     

                   Figure 3 : This post has 113 retweets and over 40 likes

• ·         The most successful tweet on twitter by CIBC was #HappyHANNUKAH, this post had 90 retweets and over 200 likes.

                  

• ·         As per me both the post were targeting on people, scotiabank was targeting awareness about mental health that is sensitive part and CIBC is wishing hannukah to people.
• ·         Total tweets on Scotiabank twitter page 2863 tweets 2209 likes and Average comments on tweets were 15 comments per tweet.
• ·         Total tweets on CIBC twitter page are 40.4K  more than 5K likes and average comment were 23 comments per tweet.
• ·         On twitter CIBC seems to be more active compared to facebook. 

Scotiabank vs CIBC on Facebook

-Miraj Raoji

• ·         Both the company’s official social media site are well managed. Last 25 post n Scotiabank Facebook page were about financial service, new services etc. Looking up to CIBC the latest post were alert about issues on online banking.
• ·         Scotiabank has 698,559 likes and 670,360 followers while CIBC has 355,388 likes and 344,164 followers.
• ·         Both the Company’s Facebook page uses 50/50 rule as they not only shared news about company but related posts too.
• ·         One of the most successful post on Facebook by Scotiabank was Scotiabank’s Summer of FREE Facebook Contest generated over half the campaign's 70 million online impressions, with sign-ups for SCENE debit and SCENE VISA cards experiencing a record year in 2013. 57% of the contest traffic was delivered by Facebook.
• ·         CIBC’s one of the most successful post on Facebook was an event named CIBC Run for the Cure. Over thousands of people joined the event and it was a great success.
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• ·         This was the most recent successful video post on Facebook by Scotiabank. It has 4,329,491 post views. More than 11k likes 4K shares and 571 comments.

             

                     Figure 2: What's your saving style- CIBC

• ·         Compared to Scotiabank Facebook page CIBC is not that active but amongst its post this video post had more views and likes but no comments. It had more than 1.5K views.

    Figure 3: Scotiabank Data                                                            Figure 4: CIBC Data

Content marketing Idea

“This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course.”

·         The campaign idea is for the TD bank. The campaign will be called “Shoot to win”.

·         The idea of the campaign is that a person has to score three consecutive goals against a goalie. The person will only get 3 chances to score and if he misses even one he will lose the chance to win the money. In every campaign 3 people will be random people will be chosen to get a chance to win the money.

·         The prize money will be $5000 and will be credited to the winners account by TD bank.

·         The campaign can be done during the intervals of all the ice hockey games being played in Canada.

·         To decide who will get the chance, there will be a TD bank mark in a hidden column on the tickets of the matches which people can only open when they have bought the tickets. They can then show the mark to the match officials during the interval to get their chance.

The audience will be generally the people who love ice hockey and they can win the price .This will help to promote TD bank business as ice hockey is one of the most favourite game in Canada

•   As we all know, banks play an important role in our daily life. Banking industries is mainly dominated by 5 big banks whether it is personal or business banking. There is very strong competition among all of them.
•  The two best banks are TD and RBC. TD full name is Toronto dominion. TD bank is a branch bank. TD has higher fees as compare to their competitors. TD has more checking account rate, but lower saving account rate as compare to other banks.TD bank was founded during 1852.
• TD’s headquarter was in Wilmington, DE. TD’s market share is 23.5%. TD is the most favored bank in the class, and it holds second most piece of the pie in Canada by serving 23 million clients and producing 31.4 billion of income in 2015. TD has more than 1100 branches.

• ·         RBC is known as royal bank of Canada. RBC’s fees is lower than his competitors. RBC has more checking and saving account rate.  RBC is an online bank which was founded in year 1985. RBC’s headquarters’ are in Atlanta, GA. RBC hold first position in case of market shares. RBC’s market share is 23.8% .RBC has 1209 branches in Canada.
• ·         After concluding all facts and figures it briefed that TD bank is much better than RBC. No doubt, RBC’s market share is more than TD. But still TD is much favorable. The difference of 0.3% is because RBC provide cheaper as compared to TD. 

TD and  RBC Bank on Youtube

• RBC and TD bank are promoting their banking services as well as mortgage programs on YouTube. Both the companies are also focusing on societal concept .The frequency of the posts is totally different from each other .TD bank posts videos are related to retirement plans and different mortgage plans almost every day.
• ·         TD bank posts videos on weekly basis according as per their knowledge about what people basically wants. However, RBC post new videos within 3-4 days with subject to their services.
• ·         TD post commercial videos as well as videos regarding new and industry related events. On the other hand, RBC posts videos related to the key benefits of investment and various others new schemes related to banking and monetary transactions.
• ·         In the description area, the main reason for the video is included by both TD and RBC bank. It also consists of the main purpose for the video as well as the video also describes about the people who can get benefit from their services. 

• ·         The most successful video posted by RBC bank is “Make 150 count” .The views for this video are 26,986 and the number of comments and only 33 people liked the video whereas the comments for this video are disabled. Talking about TD, the most successful video these days is “We turned banking into thanking”. The video has 543,372 views, 472 likes and 22 comments.
• ·         RBC video was one of the successful videos as it provides $150 to the customers as the company is celebrating Canada’s 150^th anniversary and TD video describes about the quality services provided to the customers by the bank which made this video successful.

• ·         RBC tweets almost every day 2-3 post regarding their services and pension plans. However, TD generally focuses on promotional plan to gain more and more customers. Both the company generally upload several images of their clients who are satisfied with their services so that they can gain more and more customers.
• ·         RBC use the 50/50 rule in a better way as compared to TD bank. They generally focus on their promotional advertisements regarding their services and profit plans.TD focuses on retirement plan and credit reserve ratio.
• ·         Keyword sentences used by RBC are royal bank of Canada, banking, financial services, individual personal banking, investments, investing, and credit, insurance.TD keyword sentences are financial bank, easy loans, and investments.

• The most successful tweet by RBC bank was “Make 150 count” in which RBC is providing free $150  to their customers for their successful 150 years in Canada.TD bank recent successful tweet was regarding retirement plan which attracts more and more seniors at a reasonable price so that they can earn more even during their retirement.
•     TD has 100 k followers, the average number of comments are generally 73-80 and the number of retweets are 25-30. RBC has 85.1 k followers and the average number of comments are 30-53 and the  number of retweets are 13-27. 

TD and RBC Bank on Facebook·

•    TD bank promotes by providing free bank account without any fee charge .However RBC provides loan at low interest rate as compared to other banks. However, they also promote soccer game in their posts to gain more and more customers by one or the other way.
• ·     Keyword used by RBC bank on their posts are RBC hours, price range, RBC address and keywords,RBC jobs for TD bank are locations, about us,videos ,search jobs,l earning money with leo. RBC and TD bank posts almost every day whereas RBC posts almost after 2 days on their facebook       website. 

     

• ·    TD bank most successful recent post was regarding the respect towards their customers who belong from different cultures yet they are united through the bank. RBC recent post was regarding their welfare program to the orphanages which makes this company not only successful in terms of money but also incline their reputation in the society as they follow societal concept.
• ·    The likes for this post is more than 1 k and the number of comments are 45 .The number of people who shared their post is 32.TD post  likes are less as compared to RBC as their posts has 793 like for their post  and the number of comments are 57 .

Content Marketing Idea

“This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course.”

•    The campaign idea is for the BMO bank.
•    BMO is the sponsor for Toronto raptors. So the idea for the campaign is related to basketball and can be done in between the Raptors game or any NBA games being played in Canada or America as BMO has recently signed a multi-year sponsorship deal with NBA.
•    The idea is to shoot the basketball from behind the mid line. People will get only 1 chance to shoot at the basket. If they get it in they will win a prize of $5000. Three people will be chosen for every game for this campaign.
•      The process for being chosen would be that there would be a big box right outside the court where, before entering, people could write their names on a piece of paper and drop it in. Then during the half-time, anyone of the players or anybody else could grab three pieces of paper and whatever names come up will get the chance.
•   The name of the campaign will be “Shoot to win”. We will advertise the campaign on Facebook, twitter, Instagram and YouTube pages of BMO and Toronto Raptors and if possible, on NBA’s page also.
•  We could also advertise it by giving a small brochure with the tickets telling people about the campaign when they go to buy tickets. Or even if people buy it online, we could post an ad on the website that tells people about this.

·            $5000 is not a lot of money but could help a lot of people in their times of need.

•     There are no such fan pages of these banks as they are just financial institutions and no one really follows fan pages of such institutions. But this is a bunch of information I found online while I was searching about these banks.

                                                                                  

• This was the outcome of a survey done by BMO bank of the number of their clients who do mobile banking on a regular basis. Quebec has the highest number at 75% and Alberta and British Columbia has the lowest at 64%. Among that, 74% are men and 67% are women.

                                                                                 

•     This is a chart stating the prices of the share prices of BMO over the last 10 months. In last April it was less than $52 and now it is at $76.98.

                                                                                        

•   This chart shows the share price of National Bank. In march2016, it was at $28. In February 2017 it is a little more than $44.
•   BMO’s shares have gone up at a faster pace than National Banks. This is because BMO is a much older bank than National bank and has a better hold in the share market. If it goes down, it doesn’t take much for BMO to get back up again. Whereas if National Banks share go down, they have to struggle to get them back up again.

 

I personally think that BMO is a better option for people since it offers better interest rates, better mortgages and better loan options (as I saw when I searched about the banks).

BMO vs National bank on YouTube-

 YouTube serves as a platform for anyone to learn more about regular stuff. In this case it is the perfect place to go and learn about the banking world. Both BMO and National bank posts videos containing information regarding what to do and what not to do in banking to manage one’s finances well.

•      BMO posts about 8 videos every month whereas national bank posts 9 videos at an average.
•     BMO has 2242 followers and National Bank has 520 subscribers.
•       BMO follows the 50/50 rule quite well on YouTube too uploading videos related to banking as well as about promoting other stuff. National bank mostly posts about banking and rarely posts about other stuff.
•    BMO offers a very direct-to-the-point description that states that they are here to support for all the life’s big moments, no matter how big or small. National banks description gives a full detail about the bank including information like who funds then bank and also a link to their website.
•    YouTube pages of both the banks have given a link to their google+, twitter and Facebook pages.
•     As per the language choices of their customers and other people, both the banks offers the information in English and in French.

                                                                                                     

•      BMO’s most popular video is one which gives its customers information about the most basic plan available for them and has more than 145,00,00 views.

                                                                                                   

•      National banks most popular video shows the people that time passes by very quickly and right now is the right time to make better financial decisions.

BMO vs National Bank on Twitter-

Comparison of the content-

 Twitter is a place to market your product efficiently amongst one of the most influential people in the business world worldwide. The number of followers is directly proportional to your page’s success rate. The more the followers, the more popular your page will be.

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•       BMO has 44.8k followers whereas it is following only 1479 pages. National bank has only 6920 followers and its following about 1800 pages. So according to this the BMO page is much more popular on twitter. BMO tweets at an average of about 3-4 times in a day and on the other hand National bank tweets at an average of about 1 or 2 times in 10 days.
•     The 50/50 is well applied by the BMO bank. It promotes itself by mainly participating in social activities such as promoting breast cancer campaigns and helping people reach new levels of success for e.g. BMO recently helped Kyle Lowry to get votes for his NBA selection.

                                                                                                       

·         A famous hashtag which was trending over the last 5 months was #NBAvote to ask its followers to vote for Kyle Lowry for his NBA selections.

                                                                                          

·         One trending hashtag on the National Bank’s page is #NBDirectBrokerage.

The average number of likes on BMO’s tweets is 10 and on National banks is 1.

                                                                                                     

•    This has been BMO’s most popular post with 58 retweets and 271 likes. They posted this on their 200^th anniversary. On this day they also credited each of their customers who had 30 years of banking experience with them a prize money of $150.

•      And as for National bank they do not have a particular successful post as all their posts have about 1-2 retweets and about 10 likes.

BMO vs National Bank on Facebook-

Comparison of the content-

Their content on Facebook is both promoting, to get new customers, and helpful to their current customers. But both the companies content is totally opposite from each other’s. BMO emphasises more on promoting themselves whereas National Bank is more considered about helping their current customers make better financial decisions. While looking at their pages, I noticed that BMO mostly posts about things unrelated to the business such as Raptors having a win or about collaborating with a breast cancer foundation happening in Quebec, which I personally think is not much of a help for their clients. On the other hand, the National Bank offers more information about the banking world and how to manage your banking and financial life efficiently.

                                       

·         Despite having more likes than National bank on Facebook, likes and shares on the posts of BMO are less than them because of their unhelpful content. This further leads to a bad promotion of the company and gets harder for them to get new clients.

·         But because of such campaigns, they gain a positive image in the eyes of people as they actively participate in social activities and know their responsibilities as an institution.

                                                      

·         This bank allows its clients to gain more information about banking via their Facebook page. They post content such as the one above which allows a lot of people to see things clearly about getting debt free and help them to have a better banking experience.

·         Contents like these also let people to avoid going to the banks therefore lineups in the banks reduce and the employees can help those who are already in the bank.

·         Their content is shared more by the followers which acts as a medium of advertising on social media, therefore gaining more popularity.