External communication
Enhancing our digital channels to raise brand awareness and drive business
In Q3 2024 we published 10 LinkedIn posts. In this quarter, we made fewer posts due to the summer season and focused on Invesment Communications' recurrent content.
- 6 posts out of 10 were on Perspectives Podcast.
- We also tried our first poll which had a great success with the highest impressions this quarter and led more traffic to the podcast.
Coming up:
- Post more targeted polls to increase impressions, website traffic and gain new leads.
- Explore writing articles directly through LinkedIn. Based on our competitive comparative assessment, many private banks are currently doing this.
- Promote our LinkedIn posts more intensely so our internal staff can create/re-share our posts as a way to improve our performance.
- Launching the LinkedIn ambassadors program.
Social
Posts
10
QoQ -26%
Impressions
271,630
QoQ -15%
Reposts
73
QoQ -67%
Engagement rate (avg.)
6.1%
QoQ -47%
Click-through rate (avg.)
5.1%
QoQ -51%
Repost (avg.)
7.3
QoQ -53%
The lower perfomance in this quarter is due to a lower total number of posts and potentially due to the summer holidays and LinkedIn algorithm changes which have resulted in an overall drop in engagement.
Impressions: Whenever a post is shown on (any) screen.
Engagement rate: Any measurable interaction with post (comment, like, clicks, ...) as a percentage of impressions (2% is considered a good enough rate).
Click-through rate: Clicks on posts / Impressions.
Investments Comms (publication emails)
Campaigns
28
QoQ +22%
Note: Languages no longer count as separate campaigns.
Sent-out
12,213
QoQ +22%
Publications
11
QoQ +57%
Covering Perspective podcast, Insights Isse 14, Mosaique quarterly reporting, Fixed Income views, LongRun Equity, Monthly fund performance, Thematic Insights, Investment views, Monthly Market Summary, Mosaique Asset Allocation, New Court - Quarterly report
Avg. Open & preloaded rate
66%
QoQ -3%
Most opened publications came from Mosaique Asset Allocation and Thematic Insights.
Unsubscriptions
9
QoQ +200%
LongRun equity 1
Monthly market summary 1 Thematic insights 1
Perspectives podcast 3
Monthly fund performance 1
Mosaique Asset Allocation 1
Investment views 1
Clicked emails
QoQ +210%
All clicks among the 7 publications
Avg. click rate
11%
QoQ -10%
Percentage of unique clicks from delivered emails
Avg. CTR %
21%
QoQ -6%
Percentage of all clicks from delivered emails.
Public relations
Articles
20
QoQ -33% (50 online mentions)
Overall value
CHF 231'000
QoQ -33%
Key take-aways:
- In Q3 we had slightly less media presence than in Q2, since during the summer, the media often focuses on trivial matters.
- The half-year results have achieved good media coverage, including top-placed interviews/quotes from Laurent Gagnebin on Finews and in L'Agefi.
- The online coverage continues to be very positive. In particularly, we're succesful on relevant online portals with a very broad readership (including handelszeitung etc.).
- In addition we were covered in a few of the Top Tier print media, e.g. L'Agefi, NZZ and Bilanz.
- We are increasingly succeeding in positioning ourselves as financial experts within the media. The articles in which experts from Rothschild & Co were quoted, are an effective means to demonstrate the bank's expertise in highly relevant financial media.
Website (WM CH)
Total page views
3,981
QoQ -29%
Including landing & service pages (in all languages).
Total Insights publications
31
QoQ +3%
Insights published in Q3
Insights page views
5,495
QoQ -31%
Total page views for all insights publications in Q3.
Total average time spent on Insights publications
02:37:13
QoQ -5%
Total time in Q3.
Average time spent on Insights publications
00:5:04
QoQ -8%
Average time in Q3.
Least viewed Insights publication:
Investment Views July in German
Page views: 8 Unique Page views: 5 Avg. Time on page: 00:46 mins
Investment Views leads to a specific Foleon for a more visual appealing experience. On that platform, the publication received a total of 217 views (EN: 144; FR: 38; DE: 35)
Deep-dive into Insights published
Key take-aways:
- Highest page views come from MMS, Market Perspective and Podcast. (for MMS and Podcast, it’s not a surprising result given the high number of total publications).
- Market perspective is quite interesting, since only 6 publications have been done in 2024 (only 2 topics released, 6 including the translations).
- Looking into the average page views, MMS, Market perspective and Private Market are the best performing series.
Recommendations:
- Review format of Investment Views and rethink its promotion.
- Focus on Private Market and Market Perspective series. Despite it’s low number of publications, it has a high number of visitors to the website.