Under the premise that everything we do should add value, in 2018, initiatives were maintained and rolled out in the pursuit of this tangible and intangible business.
The Social Networks department's chief responsibility is to ensure and guarantee a positive presence of the bank on these channels. To this end, it produces highquality content and plans its dissemination via all possible media.
In 2018, Bankinter once again top in terms of positive presence on Social Media, a position it has held since 2014. According to independent expert, Acceso, the bank achieved 81% favourable mentions, the Spanish bank with the best ratio on the market.
This highly successful platform with economic content bases its strategy on serving as a support to existing and potential customers to improve their finances. Its content is published and promoted via Social Networks and help to increase the density of Bankinter's positive mentioned on these channels.
In 2018, the blog's audience grew to 3,665,515 visits, 66% up year-on-year, according to data from Google Analytics.
Beyond its use as an advertising support at Bankinter, over the course of the year, it continued experimenting with business acquisition through the Blog through customer segmentation and the customised proposal of products, in collaboration with CRM and Digital Banking,
Since 2017, the Social Networks department has been in charge of editing all of the Bank's own digital content. These include, the blog for COINC (Bankinter's savings platform) and the magazine for Popcoin (the new investment funds portfolio management platform). Both ended the year with very important traffic figures, in particular the COINC Blog, which recorded 1,653,949 visits, 186% up year-on-year.
Over the course of the year, efforts have continued in terms of social selling (developing relations as part of the sales process), the roll-out of webinars dedicated to property and retirement, and internally training employees to use and harness the Bank's Social Networks. More than 200 Bankinter professionals actively participated in an Employee Advocacy plan.
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