A wealth of opportunities in Social Media

How important is it for a private bank to be active on social media?

Vincent Lecomte (V.L). Our Digital Transformation and our focus on Client Experience sets our priorities and determines which new technologies must be acquired to support our clients. And the signal sent by our client is clear: one of our recent study revealed that our HNWI are using on average 2.6 different social media.

So a core part of our digital strategy is Social Media which has shown continued progress with excellent involvement results. We have now an efficient presence on social media like LinkedIn, Twitter or Google+, and we are continuing to expand, e.g. with the recent launch of our Facebook page dedicated to the most successful wealth creators: Elite Entrepreneurs.

What is your social media strategy?

V.L. Our first purpose has been to train our staff and spokespeople to foster internal use. Second step has been to create our corporate accounts, with the right content strategy according to channels, segments, countries. We are now entering the third step which is to increase engagement, by making social media a true part of our Client Experience and a strong advocacy tool.

Beyond traditional social media, exclusive private communities are the part of our strategy which is the most specific and differentiating for the wealth management industry. For example we launched last year the “NextGen Club”, a private community extending the physical experience of an educational program for the children of our Key clients in Europe and Asia. And next step is almost ready: a platform to allow our clients to do business together!

What content do you promote on social media?

V.L. The content strategy is adapted according to channels, targets, timeline. Basically our editorial line relies on 4 pillars:

• We promote our expertise, whether it is financial (Private Equity, DPM…) or non-financial (Vineyards, Arts…).
• We post perspectives on market strategy, sharing recommendations from our Chief Investment Officers around the world.
• We deliver thought leadership on philanthropy and entrepreneurship.
• We push some corporate information like international recognition from the industry, business results, partnerships...

And actually I’m also personally involved!

Sofia Merlo and I, co-CEOs of BNP Paribas Wealth Management, both have a Twitter and LinkedIn account where we engage with our followers. We do not promote only bank’s content, but also share our personal point of view on the industry, the countries we are visiting, the entrepreneurs we are talking with, and also some touch of our personal drivers and passions.
Follow us on @Vt_Lecomte and @Sf_Merlo !