NetBase Releases Comprehensive Brand Passion Report on Banking
Social media analytics company uses proprietary platform to give banking a social lens
MOUNTAIN VIEW, CA. – June 23, 2015 NetBase, the enterprise-scale social media analytics company, today announced the release of a full report based on its in-depth study of social media perceptions related to global banking and banks. The study applied NetBase proprietary social analytics technology to two full years of brand conversations across social networks, review sites, blogs, forums, and news sites worldwide, between February 2013 and January 2015, and identified the top banking brands in the world.
“The Top 10 banking brands fall well below typical averages on Passion Intensity and Net Sentiment for other industries, indicating that banking brands must work harder to capture consumer love and garner strong positive feelings”
“What’s unique about our report is that we are able to provide analysis of consumer emotions and behavior,” said Pernille Bruun-Jensen, chief marketing officer of NetBase. “Our patented technology reveals preferences using one part art and one part science – measuring not just the volume or sentiment of social content, but the intensity of passion and feeling.”
The results were used to identify and compare the Top 10 most-talked-about banking brands on social media. The trademarked NetBase Brand Passion Index™ was applied to the list to analyze the Brand Passion and Net Sentiment that consumers had for each brand. The resulting banking brands were mapped into three categories – The Underperforming Brands, The Middle Brands, and The Leader.
“The Top 10 banking brands fall well below typical averages on Passion Intensity and Net Sentiment for other industries, indicating that banking brands must work harder to capture consumer love and garner strong positive feelings,” Bruun-Jensen said.
Despite Chase coming in 5th among the Top 10 most-talked-about brands, the U.S. banking brand took The Leader spot, enjoying two years of positive emotional growth trends. Chase is on track to be the first of the banking brands to land in NetBase’s Love or Like quadrant. The Underperforming Brands, which scored the lowest in both Net Sentiment and Passion Intensity, include Royal Bank of Scotland, Bank of America, HSBC and Lloyds Banking Group.
“Social media delivers an unprecedented amount of real-time information about how a business is performing, pinpointing what needs to be addressed to grow or protect the brand,” said Michael Osofsky, co-founder and chief innovation officer of NetBase. “Our proprietary approach taps into the power of social media quicker and more accurately to understand how a company is doing. Business people can then use that information to guide effective action.”
The full NetBase Brand Passion Report for banking is available for download here.
NetBase is the award-winning social analytics platform that global companies use to run brands, build businesses, and connect with consumers every second. Its platform processes millions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR, and product innovation. NetBase is a trusted partner to American Airlines, Arby’s, Coca-Cola, Ogilvy, T-Mobile, Universal Music Group, Walmart, and YUM! Brands. Learn more at https://www.netbase.com or @NetBase. See your brand’s social movement in real-time with NetBase LIVE Pulse™.
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