Das Beratungsunternehmen My Private Banking hat die Social Media Auftritte von global agierenden Vermögensverwaltern untersucht. Darunter waren auch die Schweizer Institute, UBS, Credit Suisse und Pictet. Pictet belegt dabei den ausgezeichneten 8ten Platz. Verdient wie wir meinen. Pictet hat dieses Jahr kräftigt Gas gegeben und betreibt unter Anderem einen ausgesprochen empfehlenswerten Blog.
Der Vermögensverwalter ist auch sonst sehr aktiv in den Sozialen Medien (siehe Slideshars Präsentation von Namics). Die Schweizer Grossbanken schafften es erwartungsgemäss nicht unter die Topplätze. Die ersten 3 Plätze belegen Charles Schwab, Deutsche Bank und Coutts Bank.
Analysiert wurden in der Studie folgende Vermögensverwalter:
ABN AMRO, Banco Itaú , BNY Mellon, Barclays, BNP Paribas, Bradesco, Charles Schwab, Citigroup, Coutts, Crédit Agricole, Credit Suisse, DBS, Deutsche Bank, Fidelity Investments, Goldman Sachs, HSBC, ING, Investec, Julius Baer, Merrill Lynch, Morgan Stanley, Northern Trust, Pictet, RBC, Standard Chartered, Société Générale, SunTrust, UBS, U.S. Trust, Wells Fargo
Rangliste
| Rank 2012 (Rank 2010) | Wealth Manager | Total Points (max. 50) |
|
| 1 (New) | – | Charles Schwab | 42 |
| 2 (1) | ↓ | Deutsche Bank | 41 |
| 3 (18) | ↑ | Coutts | 38 |
| 4 (15) | ↑ | Citigroup | 37 |
| 4 (17) | – | Société Généralé | 37 |
| 6 (7) | ↑ | Barclays | 36 |
| 6 (2) | ↓ | Crédit Agricole | 36 |
| 8 (New) | – | Fidelity | 34 |
| 8 (10) | ↑ | Pictet | 34 |
| 10 (New) | – | Investec | 33 |
| 10 (13) | ↑ | Well Fargo | 33 |
Erkenntisse der Studie gemäss MyPrivatebanking:
Overall: Lacking Social Media Strategy
- Many wealth managers still not present on Facebook and LinkedIn. A staggering 14 out of 30 banks do not offer a dedicated wealth management presence on Facebook and 12 wealth managers have no special LinkedIn presence. On a positive note the wealth managers with presences on these media platforms have improved their offerings in the last two years significantly.
- Deployment of Twitter improves, but still misses targeted approach. Two thirds of the wealth managers surveyed have relevant streams for private banking clients, compared to only 50% of the wealth managers in 2010. Although the scores for content are less encouraging: out of the 30 wealth managers analyzed, 26 do not have relevant Twitter streams in more than one language.
- Social media content on wealth manager websites now widely offered, but not kept up-to-date: The proportion of banks using social media such as blogs or podcasts on their websites grows from 30% to 75%; however, only half of the banks are found to be keeping these resources up-to-date.
- Only YouTube and videos on the wealth managers’ own websites score well across all criteria: in the survey the wealth managers reach on average a strong 80% of the maximum achievable points for their video channels.
Quelle: myprivatebankingresearch.com
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