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Communication

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TRANSPARENCY AND COMMUNICATION ARE KEY TO ANY ORGANISATION’S STRATEGY, AS THEY ARE THE MEANS TO CONVEY WHAT THE ORGANISATION DOES, ITS VISION AND ITS VALUES.

FOLLOWING THE PRINCIPLE OF TRANSPARENCY, WHICH GOVERNS ALL THE GROUP’S ACTIVITY, BANKIA WORKS TO PROVIDE THE MEDIA WITH TRANSPARENT, HONEST INFORMATION THROUGH A VARIETY OF CHANNELS AND ENCOURAGES ITS MANAGERS TO PARTICIPATE IN VARIOUS FORUMS THAT HAVE MEDIA COVERAGE.

The bank’s Press Relations department is in permanent contact with journalists and tries to answer all the questions they put to it. During 2017, 303 press releases by Bankia and 199 by other parties were published and 19 press conferences were held.

The Press Relations team also managed 81 videos and held 1,627 interactions with journalists.

The bank’s external communication is also channelled through the Digital Content and Communications department, which manages the bank’s social media accounts and various online portals through which information is provided about Bankia’s activities and its environment. This department also helps ensure that the bank’s corporate discourse is consistent and improve the content it issues.

The bank’s efforts in this respect have been recognised by the business journalists association APIE, which awarded the bank’s chairman, José Ignacio Goirigolzarri, the Tintero 2017 award.

SOCIAL MEDIA

Aiming to have a presence wherever its customers congregate and communicate, Bankia maintains active profiles in Twitter, Facebook, YouTube, Google+, Slideshare, Flickr and Vimeo, through which it provides information about the bank and ensures two-way communication with its stakeholders. Facebook and Twitter are also used for some customer service tasks.

So much so that in 2017 a total of 3,308 customer inquiries were handled through these two channels, 47% more than one year earlier. Customer service via social media will be expanded from the second quarter of 2018 with the launch of a specific profile, which will also be open to inquiries from BMN customers.

The bank’s social media presence was reinforced in March 2017 with the launch of the @BankiaTeCuenta profile in Snapchat, a network used mainly by young people, who are a strategic segment for the bank.

Bankia’s social media map was expanded in January 2018, when it started to use LinkedIn as a communication channel for corporate content. Over the course of the year, the bank will place special emphasis on training its professionals to operate through these social media and act as Bankia brand ambassadors in these channels.

31,054 Followers

27,508 Followers

7,008 Subscribers

DIGITAL ECOSYSTEM

Bankia’s digital ecosystem is made up of 29 portals: 13 corporate portals, two employee portals, six for retail customers, five for companies and three for agents.

The Digital Content and Communications department is responsible for managing:

  • Bankia.com. The bank’s corporate portal and online headquarters, designed to meet the information needs of its stakeholders (media, analysts, shareholders, investors and society in general).
  • BlogBankia. The bank’s corporate blog, offering informational content and news on subjects relating to the economy, finance, personal finance, business, etc. The target audience is SMEs, self-employed business owners and the general public.
  • Bankia Responde. Communication channel in which Bankia answers corporate and management questions raised by citizens.
  • En acción. Portal that showcases Bankia’s social footprint, with content specialised in social action, dual vocational training and social sponsorship.

The department also provides support for the management of the Bankia Estudios, Escolta València, FP Dual, Inveinte and Bankia Educación Financiera portals.

COMMUNICATION WITH CUSTOMERS

In 2017 the bank started a project to improve written communications with customers. The main goal was to ensure that all the messages the bank issues through its various channels and tools are clear and comprehensible.

At the start of 2018, the redesigned communications completed so far, which represent 80% of the total volume of communications, started to be sent to customers. The goal is to reach 100% during the year.

COMMUNICATION AND ADVERTISING

Bankia is firmly committed to complying with and applying the principles and standards on advertising by banks, with the aim that all its commercial communications should respect the values of truthfulness, objectivity, fairness and honesty.

The commitment to respect the above values is reflected in:

  • The existence of a Policy on Commercial Communications with Customers, approved by the Board of Directors, which sets out the criteria and rules that must be followed in creating and launching the bank’s advertising.
  • Bankia’s membership of Autocontrol, an independent association for advertising self-regulation, and of Asociación Española de Anunciantes, a not-for-profit professional association of advertisers that advocates ethics, responsibility and efficiency in companies’ communication and dialogue with society and defends freedom of competition and communication.

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