How Banco Santander won best use of multimedia for IR
One of the judges in this year’s best use of multimedia for IR category had just one word to describe Banco Santander’s AGM app: awesome. But it’s not just the AGM app – which the bank used to become the first company in Spain to offer in-app voting at its AGM – that’s impressive about Banco Santander’s broad multimedia offering.
The bank uses six different social media channels, in English and Spanish, from YouTube videos to Pinterest boards, from Twitter (it’s corporate-only @bancosantander handle has more than 55,000 followers, and counting) to LinkedIn (with almost 450,000 followers and where posts generally get more than 150,000 impressions each).
The bank is so successful on social that executive chair Ana Botín is already a LinkedIn ‘influencer’ having only joined in February 2018, while her Twitter account hit 10,000 followers in 24 hours.
But Santander’s multimedia offering is even more than in-app country-firsts and successful social media. It also provides an exclusive benefits website for its shareholders, while the comprehensive ‘shareholders and investors’ section of the corporate website is the most-visited segment of the site with 75 pages, interactive documents and embedded videos – and it attracts 51 percent of corporate site traffic, according to the bank’s Google Analytics stats. As one judge comments, Santander’s multimedia offering really ‘stands out’ with ‘clear evidence of a lot of investment in a very professional multimedia toolbox for investors’.
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- Passive investing: How technology is changing the dynamics for investors and IR
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- Trade, Tax and Trump: The global economic outlook
- A Practical Guide to Mifid II: Seize the access opportunity
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As such, it now offers what another judge describes as ‘the broadest range of multimedia offers globally.’