Teaching Note: Case 7: Managing Social Media Communications at Garanti Bank

Abstract

The case study starts with a conversation involving the Executive Vice President of Garanti Bank and the head of Social Platforms Management Unit providing the plot for the rest of the case study. The background section follows the introduction section, where background information regarding Garanti Bank in general and the social media landscape in Turkey in banking industry in particular is provided. Overall brand positioning strategy of Garanti Bank, along with the existing social media communication strategy that aims to support the overall brand positioning strategy is explained in detail. Detailed information regarding the key performance indicators (KPIs), how Garanti Bank monitors these KPIs and the competition in the local banking industry in social media are provided. Examples of content shared by Garanti Bank in social media and the interaction rates belonging to these contents are provided. Finally, the case concludes with providing a detailed conversion rates for each of the products that the bank is trying to generate leads on social media for the years 2014–2015. What is expected from the students is to both develop suggestions on how the brand may increase its interaction rate in line with its strategic targets and decide on the optimum portfolio of banking products that is most suitable for lead generation on social media. In doing so, students are expected to analyse and evaluate the effectiveness of Garanti Bank’s approach in social media management in conveying brands’ core values and generating leads on social media.