DATA POINTS: Top 10 most discussed retail banks in Hong Kong in 2012
K-Matrix, a digital intelligence solutions provider, has created a 'Brand Popularity Index' as the first composite key performance indicator examining popularity of a brand based on consumer sentiment, discussion volume, participant numbers and discussion content. Seventy discussion-based sites in Hong Kong, including forums and blogs in the local social landscape were monitored with 80 per cent of data automatically processed and 20 per cent by human specialists to ensure accuracy.
BANK OF CHINA (HONG KONG): 54.8
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There were over 400,000 posts in local discussion-based media throughout the year. The issuance and public subscription of single, 3-in-1 uncut and 30-in-1 uncut commemorative banknotes in celebration of the centenary of the bank was the biggest hit of the year.
HONGKONG & SHANGHAI BANKING CORPORATION: 52
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Apart from the stock price of HSBC, which is often one of the most popular discussion topics about the bank, 'Occupy Central' was another topic frequently discussed by netizens in 2012. The high point was in June when HSBC brought its case to court to clear out the protesters in the occupied area outside its premises. There are over 5,000 discussion posts related to the issue with over 5 million viewcounts.
HANG SENG BANK LIMITED: 49.3
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Most consumers discussed Hang Seng Bank's services including credit cards, deposit accounts and e-banking services in discussion-based media. Above all, card-related topics accounted for the most part of discussions.
STANDARD CHARTERED BANK (HONG KONG): 49.1
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The Standard Chartered Hong Kong Marathon was one event that drove a huge volume of discussions in the first quarter when the race was approaching, as well as in the last quarter when applications for the following year commences. In 2012, approximately 7,500 discussion posts were related to the marathon which caught over 5 million eyeballs.
CITIBANK (HONG KONG): 46.7
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Citibank’s IT card and Rewards card gained the most discussion interest in 2012. Coupons and special promotions for Citibank’s cards were frequently discussed.
DBS BANK (HONG KONG): 45.7
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DBS Compass Visa gained about 3,000 discussion posts and over 2.5 million viewcounts in 2012, mostly about its welcome offers.
INDUSTRIAL AND COMMERCIAL BANK OF CHINA (ASIA): 45.1
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In 2012, 40% of discussion posts in relation to ICAC were about its stock price, followed by renminbi (RMB) savings accounts.
CHINA CONSTRUCTION BANK (ASIA): 44.1
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Over 60% of discussion posts in 2012 about CCB were again related to stock prices and investment topics. Its renminbi (RMB) time deposit rates were also popular in local discussion-based media.
SHANGHAI COMMERCIAL BANK: 43.8
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SCB's child savings accounts were comprehensively discussed in local parental forums and bulletin boards in 2012. The sale of gold was also frequently on people's tongues.
BANK OF EAST ASIA: 42.1
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The focus of netizens’ discussions about BEA was on its credit cards promotions and offers, accounting for 32% of overall discussion volume of the bank. Priority booking of concert tickets with BEA credit cards was also a big hit.
