Since 2009, Bank of America has hosted their Technology & Innovation Summit, which brings together Bank of America leadership with venture capitalists, tech founders, and investment bankers to explore potential partnerships, discuss market trends, and determine priorities for the future.
Bank of America set out to create innovative content that supported this year’s programming, while also attempting to reach a broader audience beyond the individuals who were in attendance. To do this, Bank of America executed a dynamic social media strategy that included a mix of live content, quote cards, social video cuts, long-form articles and poll questions. This content helped capture attention before, during and after the event.
Bank of America’s Technology & Innovation Summit is about bringing bright minds together to share ideas. Our strategy on social media had a similar vision – we wanted users who weren’t physically in person to still feel like they were an active participant in the Summit’s sessions and conversations. Thus, we set out to create a variety of content for users to interact and collaborate with before, during, and after the event.
Leading up to the event, we shared two LinkedIn long-form articles from Bank of America executives – one about the Bank’s commitment to innovation and its relationship with tech entrepreneurs and partners, and another that reflected on the ways technology has advanced over the years. These longer pieces generated excitement leading up to the event and gave readers a deeper understanding of what the Technology & Innovation Summit is and why it’s important to Bank of America.
The first day of the Technology & Innovation Summit included a few “firsts.” That morning, two Bank of America Twitter accounts (@BofA_News and @BofA_Business) published a CoTweet announcing the start of the event – this was the first branded CoTweet by a major financial institution on Twitter. Additionally, just prior to opening remarks, Bank of America’s LinkedIn page hosted a LinkedIn Live with two Bank of America executives, Tom Mildenhall and Hari Gopalkrishnan. This marked the first time a live broadcast was streamed on-site at the Summit. Throughout the event, we also published a mix of quote cards and social videos featuring various Bank of America executives who showcased leadership in cybersecurity and diversity in STEM. We also posted poll questions that asked users their thoughts on digital adoption and AI, both key themes that were discussed at the event.
We wanted to sustain momentum following the event and ensure that the conversations and insights shared during the Summit continued long after it concluded. In order to do this, we captured video interviews on the ground with nine executives from Bank of America and external organizations. These short videos now live on an event-focused website, and will be used in future content on Bank of America’s social channels throughout the year.
The 25 total social posts published before, during and after the Summit generated over 569K impressions and over 69K total engagements. The numbers speak for themselves: the campaign achieved the goal of reaching a broader audience beyond just the individuals who were physically in attendance. But not only did we garner views on our content – we also made sure that audiences were engaged. With the majority of the content exceeding engagement rate benchmarks for their respective channels, it was evident that audiences both saw our content and were actually interested in the key themes surrounding this year’s event. We also consider this strategy a success because of our willingness to venture into creative territories. Though LinkedIn Live was a completely new concept to Bank of America, it paid dividends: the Live received over 21,000 video views and over 1,800 engagements.
