RBS
A standing quarterly audit of RBS's online activity that, among other recommendations, argued for collapsing more than fifty separate Twitter accounts into one.
Objective
RBS commissioned a deep dive into its Twitter and wider online activity, with the analysis feeding its social media and communications strategy.
The account estate had grown organically across a large group, as these estates do. The question was what it was actually doing, how it compared with the rest of the sector, and what should be cut.
Creative response
- A quarterly cycle, not a one-off. Each quarter, recent RBS social and online activity analysed for insights and opportunities.
- Benchmarked outward. Performance measured against competitors and industry standards rather than judged in isolation.
- Key recommendations presented to the client each cycle.
- Consolidation of the account estate. The work advised on bringing 50+ separate RBS Twitter accounts into one single group account.
- Results communications. Advice on how half-yearly and yearly results were communicated, and on sector best practice.
- Paid social added later. The engagement went on to cover RBS's social media adverts.
Results
SINCE 2016, the year the standing quarterly engagement began
QUARTERLY, cadence of analysis, benchmarking and recommendation
ADVERTS, The engagement went on to cover RBS social advertising
The work is reported as having helped increase online engagement rates, follower growth and positive brand sentiment.
No before-and-after figures, no dates, no platform breakdown. The 50+ account consolidation is recorded as something the work advised on “Since 2016” gives a start date and no end.
In 2019, Across the year it records 252 tweets against 2,005,500 impressions and 48,826 mentions, with 1,335 retweets, 2,793 likes and 827 quote tweets. The content mix held at 82% original posts, identical to the previous year, with the remainder retweets and quote tweets drawn from media, political and campaign accounts, which is how third-party validation gets into a feed without buying it.
RBS
The work
The 2019 report is the clearest surviving measure of what the standing engagement produced. Across the year it records 252 tweets against 2,005,500 impressions and 48,826 mentions, with 1,335 retweets, 2,793 likes and 827 quote tweets. The content mix held at 82% original posts, identical to the previous year, with the remainder retweets and quote tweets drawn from media, political and campaign accounts, which is how third-party validation gets into a feed without buying it.