Stepping up the value contribution

Value contribution has been a beacon for all Bankinter's social media channels over the past few years. In a year which marked the 15th anniversary of Facebook (the social network that changed communication patterns and digital business), the Bank once again showed an enormous ability to study, adapt and make the most of any new innovations that arise.

The Entity's digital DNA allowed it to recognise early on that social media would trigger a change across the whole company, particularly affecting areas such as Communication, Marketing, CRM, Human Resources and Customer Services. This forward-looking vision and the pursuit of value were an advantage that allowed the Bank to develop an efficient strategy, focused solely on profitability and avoiding non-productive ventures.

Communication

Digital communication has become especially important in the new social context, where social media channels are widely used by a large part of the Bank's target audience. Bankinter's strategy is to establish a distinguished presence on this media, which is one of the tools used to measure its digital reputation.

In 2019, Bankinter once again obtained good results in these channels, partly due to its strategy of posting high quality content. The entity was once again top in terms of positive presence on social media, a position it has held since 2014. According to the independent expert, Rebold, the Bank achieved 76% favourable mentions, the Spanish bank with the best ratio on the market.

Bankinter blog

The Bankinter blog beat new records thanks to the good positioning and acceptance of its economic content, which helped customers and potential customers to streamline their finances and improved the Bank's image.

In 2019, the blog's audience grew to 5,169,031 visits, 41% up year-on-year, according to data from Google Analytics.

The most significant point is the blog's role as a generator of business, as it also optimises the profiling and sale of products to customers and non-customers alike.

Digitalisation support

The Digital Communication/Social Networks department was involved in numerous initiatives to promote the correct use of social media by employees.

Also during the year, it contributed to the capture of leads by mediating in webinars, improving Bankinter's position in search engines through the blog and the launch of its new Banca Joven project through the preparation and dissemination of content aimed at this population group.