PNC continued to grow its social presence throughout 2016 with the launch of two new properties, a LinkedIn Showcase page dedicated to thought-leadership content for small- and mid-sized corporations, and four Pinterest boards focused on delivering financial insight to consumers as they plan
for life’s milestones.
The August 2016 launch of PNC’s presence on Pinterest was highly successful. PNC’s launch content focused on Early Childhood Education, Understanding Your Finances, All Things Home, and Long-Term Planning. Each board consists of pins covering topics such as “100+ Lesson Plans” [for early educators’ use in the classroom] and “Spending Diet” tips.
The content surpassed many of Pinterest’s benchmarks for the financial services industry, achieving a 28 percent higher click-thru rate and a 9 percent lower cost-per-click than Pinterest's average. As Pinterest has proven to be effective in driving traffic to our website, it will continue to be expanded in 2017.
Meeting customer service needs through social media channels also will remain a priority in 2017. PNC’s dedicated Customer Care team continues to monitor and respond to customer service inquiries on the company’s three corporate social properties (Facebook, @PNCBank and @PNCBank_Help), and in 2016, published 66,955 responses to customer questions, feedback and/or complaints. PNC remained diligent in exceeding response-time expectations, resulting in a 37 percent improvement in response time, from 35 minutes to 22 minutes.
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