keybank: delivering a #keyinsider experience via social

Delivering a #KeyInsider Experience viaSocial Media

Christina KlenoticKeyBank

Alyssa PurvisKeyBankApril 2016

#KeyInsider

History as aCommunity Bank

History as aCommunity Bank

History as aCommunity Bank

History as aCommunity Bank

Drive BusinessAcquisition

Relationship Growth

Accelerate Brand Boost Favorability

Drive BusinessAcquisition

Relationship Growth

Accelerate Brand Boost Favorability

Awareness Fan GrowthEngagement

Social Sentiment

70% of deposit accounts and

61% of mortgage accounts are

researched online before opening.

Novarica Andera How Consumers Shop for Financial Products

50% of banking customers say they are more likely to

retain their banks if they’ve had a positive

social media experience.

28% of consumers use information from social media when

evaluating retail banking services.

Capgemini 2014 World Banking Report

Accenture via The Financial Brand, November 3, 2014

65 and over

55 to 64

45 to 54

35 to 44

25 to 34

18 to 24

49%

50%

48%

49%

48%

57%

By Age Group

Source: Capgemini

North America

Western Europe

Central Europe

Middle East/Africa

Asia/Pacific

Latin America

36%

44%

53%

55%

57%

68%

By Region

Impact of social media banking oncustomer retention by age and region

ConsumerVariable

ValueExchange

BrandVariable

EnvironmentalVariable

15%

19%

22%

24%

28%

29%

31%

33%

34%

46%To get coupons, discounts and special offers

To enter sweepstakes, contests

Because I am a customer of the brand

To show others that I like/support this brand

To gain access to exclusive content

To find out about new products

To learn more about the brand/company

To provide customer feedback

To sign up for company emails

To shop

Leading Reasons that U.S. Affluent Luxury Shoppers Connect to Brands on Social Media, Oct. 2012% of respondents

Note: 100% of respondents use the Internet. Source: Unity Marketing, “Affluents Online: A Luxury Trend Report on How Affluent Consumers Use the Internet, Social Media and Mobile Devices,”

Dec. 1, 2012.

27% would engage with financial services companies via social media to access

discounts exclusive to them.

Source: Mintel

54% follower growth

5,203 uses of #KeyInsider

10,250,158 impressions

Tweetstakes Results

Cleveland Cavaliers – Playoffs/Finals

Cleveland Cavaliers – Playoffs/Finals

Cavs Hype Videos – Playoffs/Finals

49 posts from Cavs’ social

channels

1,267 new followers

54,678,403 impressions

Cavs Playoffs/Finals Results

Belly Dance

Our Mission on Social Media

We’ll work every day to help our fans and followers make better, more

informed, more confident financial decisions. We’ll delight them with

exclusive, valuable experiences – whether it’s financial guidance they

can use or something that makes their day a little bit better. We’ll

celebrate our employees and local branches that serve communities

across the country each day.

Content Ratios

50% | Lifestyle – Your Life Empowered

25% | Community25% | Brand

Drive BusinessAcquisition

Relationship Growth

Accelerate Brand Boost Favorability

Awareness Fan GrowthEngagement

Social Sentiment

Results

Over 200new-to-bank

accounts

Averaging 16% positive

sentiment each month

300% growth

Engagement at or Above Industry

Benchmarks

Now for your chance to win!

#KeyInsider

April 12 through April 14Follow @KeyBank and #KeyInsider

on Twitter for rules and details on a chance to win

tickets to Game Two of the NBA Playoffs

Cleveland Cavaliers vs. TBD

#ALLinCLE