Banamex and Scotiabank Mexico Named Leading Mexican Retail Banks on Social Media MarketWatch
go to original November 8, 2015

Technology and data company, Engagement Labs, creator of eValue Analytics, has released a six month analysis on eValue rankings for the top Mexican retail banks on Facebook and Twitter.

Top Five Mexican Retail Banks - Six Month Comparison on Facebook and Twitter

                     Facebook                          Twitter
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 Ranking    April 2015      October 2015      April 2015      October 2015
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            Scotiabank                                         Scotiabank
    1         Mexico           Banamex      Banco Santander      Mexico
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                             Scotiabank
    2       HSBC Mexico        Mexico        Banco Inbursa   Banco Santander
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                                              Scotiabank
    3         Banamex      Banco Santander      Mexico        Banco Inbursa
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    4    American Express    HSBC Mexico        Banamex          Banamex
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    5         AFIRME      American Express   Banco Azteca     Banco Azteca
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On Facebook, Banamex ranked first, two spots higher than its ranking six months previously. Banamex also scored the highest with respect to Impact -- one of the three key metrics measured to determine a brand's overall social media performance, with a score of 88.32, out of a possible 100. The bank put its focus on its content quality by posting unique videos and images incorporating actors from the local theatre community or relating their services to the Mexican national football team. Relating content to topics that interest local audiences enabled the bank to improve its overall eValue ranking and also place first with respect to Engagement.

The previously top-ranked brand on Facebook, Scotiabank Mexico, experienced a drop to second place, due to a decrease in Impact and Responsiveness. Meanwhile, third place finisher Banco Santander, managed to increase three spots from the previous eValue ranking. The brand's impressive increase in overall eValue score can be attributed, in part, to the fact that it increased Engagement among followers.

"Overall in the last six months, we have seen Mexican retail banks focusing more on the quality of their content in order to engage as many unique users as possible," continued Segal. "For instance, Scotiabank Mexico's created an advertisement that shared stories on their Facebook page about local customers encountering financial troubles but looked to Scotiabank as the solution. The advertisement extended the reach of the brand allowing the general public to relate to these financial scenarios."

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