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  1. Relationship with the environment
  2. Transparent communication

Transparent communication

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COMMUNICATION AND TRANSPARENCY PLAY A KEY ROLE IN EXPLAINING WHAT THE BANK DOES AND THE VALUES IT UPHOLDS.

Based on the principle of transparency, which governs all its actions, Bankia maintains smooth, continuous relations with the media. The aim is to provide full, clear and honest information about the bank’s activities, the projects it is engaged in, its earnings and its social action.

The bank thus recognises the valuable role the media play in the relationship between business and society. It therefore seeks to facilitate the work of media professionals and provide access to information.

Bankia follows the recommendations on good practice in relations between public companies and the media issued by the CNMV, which were developed through discussions with the business journalists association APIE and the media managers association Dircom.

BANKIA MAINTAINS CLOSE RELATIONS WITH THE MEDIA TO ENSURE A CONSTANT FLOW OF TRANSPARENT, UP-TO-DATE INFORMATION

For instance, the CNMV encourages public companies to invite the media to an earnings presentation at least once a year, so that their chief executive can report on the company’s performance and plans for the future. It also recommends that material information be disclosed as soon as possible after the relevant event or circumstance has occurred or become known.

Bankia strives to provide the media with transparent information through a variety of channels, responds to requests from journalists and encourages managers from different areas to participate in seminars and forums with media coverage.

The bank’s Media Relations Directorate is in permanent contact with journalists and tries to answer all the questions they put to it. In 2018, at the request of media professionals, the bank started a training initiative on topical issues such as blockchain technology.

During 2018, a total of 370 press releases by Bankia and 249 by other parties were published and 14 press conferences were held. Media Relations also managed 40 videos and 16 newsletters.

DIGITAL ECOSYSTEM

The bank’s external communication is also channelled through the Digital Content and Communications Directorate, which manages the bank’s digital portals and social media accounts, which are used to distribute information about Bankia’s activities.

This directorate also helps to ensure consistency in corporate discourse across the various regions in which the bank operates.

One of the spaces in which the bank interacts with society is social media.

Bankia is active on Twitter, Facebook, LinkedIn, YouTube, Google+, Slideshare, Flickr, Vimeo and Snapchat. In all these channels it provides information about its activity and enables two-way communication with all its stakeholders.

During 2018, with transparency and customer service as the main pillars of its communication model, Bankia focused its efforts on improving its channels of dialogue. In April it launched @HolaBankia, a specific new customer service channel on Twitter to respond in a personalised way to queries and consultations. In the last eight months of the year, more than 4,500 inquiries were fielded through this channel.

Bankia’s commitment to transparency is demonstrated by “Bankia Responde”, a new online communication channel through which the bank answers questions about corporate or management matters put to it by the public, whether they are customers or not. Last year a total of 443 questions were asked, 53 of which were answered publicly and 300 privately.

Another milestone in digital communication was the launch in January 2018 of Bankia’s LinkedIn profile. The LinkedIn account has been fundamental in delivering information about the bank to its professionals and at year-end had 24,790 followers and 214 publications.

In addition, Bankia has 30 web portals: 13 corporate portals, 2 for employees, 6 for retail customers, 6 for companies and 3 agents.

Among the main corporate portals are the following:

  • Bankia.com
    This is the bank’s online head office, designed to meet the information needs of its stakeholders (media, analysts, shareholders, investors and society in general). Coinciding with the presentation of the new 2018-2020 Strategic Plan and in a changing environment full of challenges and influenced by an unstoppable digitisation process, Bankia launched its new corporate portal, featuring an updated design and new functionalities. Bankia.com has become the core of the bank’s corporate digital ecosystem and a central repository of content in all areas, from strictly financial information to fintech news, guest posts on the Bankia Blog or social action reports. As the bank’s electronic headquarters, the portal is subject to specific Banco de España and CNMV regulations.
  • BlogBankia
    A corporate blog providing informational and news content, mainly on subjects in the fields of household economics, finance and business. The content is targeted both at SMEs and self-employed business owners as well as the general public.
  • Bankia Responde
    A communication channel in which Bankia answers corporate and management questions put to it by the public, whether customers or not.
  • En acción
    A portal devoted to giving an account of Bankia’s social footprint. The content is related to social action, the environment, dual education and social sponsorship.
  • Bankia Fintech
    A portal focused on Spanish and international fintech firms. It provides information about the Bankia Fintech by Innsomnia startup accelerator, fintech news, the main indicators and a calendar of events.
  • BFA Tenedora de Acciones
    A website that provides all the information about BFA.
  • Bankia Informe Anual
    The online version of the bank’s annual reports.

The Digital Content and Communications Directorate also provides support for the management of the following portals:

  • Bankia Estudios
    A research portal that provides assessments and advice and promotes debate on questions of economics, banking and current affairs.
  • Dualiza Bankia
    A website that publishes the information generated by the Bankia Dual Education Foundation in its commitment to promoting education as a means of improving society, reducing inequality and fostering social cohesion.
  • Escolta València
    An online venue for all the information relating to the bank’s sponsorship and support for musical bands in the Valencian Community.
  • Bankademia
    A financial education website aimed at making financial knowledge accessible to all, whether they are Bankia customers or not, so that they can make informed decisions.
  • Bankia.com
    This is the bank’s online head office, designed to meet the information needs of its stakeholders (media, analysts, shareholders, investors and society in general). Coinciding with the presentation of the new 2018-2020 Strategic Plan and in a changing environment full of challenges and influenced by an unstoppable digitisation process, Bankia launched its new corporate portal, featuring an updated design and new functionalities. Bankia.com has become the core of the bank’s corporate digital ecosystem and a central repository of content in all areas, from strictly financial information to fintech news, guest posts on the Bankia Blog or social action reports. As the bank’s electronic headquarters, the portal is subject to specific Banco de España and CNMV regulations.
  • BlogBankia
    A corporate blog providing informational and news content, mainly on subjects in the fields of household economics, finance and business. The content is targeted both at SMEs and self-employed business owners as well as the general public.
  • Bankia Responde
    A communication channel in which Bankia answers corporate and management questions put to it by the public, whether customers or not.
  • En acción
    A portal devoted to giving an account of Bankia’s social footprint. The content is related to social action, the environment, dual education and social sponsorship.
  • Bankia Fintech
    A portal focused on Spanish and international fintech firms. It provides information about the Bankia Fintech by Innsomnia startup accelerator, fintech news, the main indicators and a calendar of events.
  • BFA Tenedora de Acciones
    A website that provides all the information about BFA.
  • Bankia Informe Anual
    The online version of the bank’s annual reports.

The Digital Content and Communications Directorate also provides support for the management of the following portals:

  • Bankia Estudios
    A research portal that provides assessments and advice and promotes debate on questions of economics, banking and current affairs.
  • Dualiza Bankia
    A website that publishes the information generated by the Bankia Dual Education Foundation in its commitment to promoting education as a means of improving society, reducing inequality and fostering social cohesion.
  • Escolta València
    An online venue for all the information relating to the bank’s sponsorship and support for musical bands in the Valencian Community.
  • Bankademia
    A financial education website aimed at making financial knowledge accessible to all, whether they are Bankia customers or not, so that they can make informed decisions.

Besides the social media and web portals, the bank also used other communication channels, including text messages (SMS) and electronic newsletters to comunicate Bankia’s quarterly results and the ‘Estudios’, ‘Actualidad’, ‘En Acción’, ‘Blog’ and ‘Accionistas’ newsletters were sent out at regular intervals. 

SOCIAL MEDIA

A NEW STYLE

In 2018 Bankia took further action to improve its written communication with customers, with the aim of making its messages clearer and easier to understand.

This new way of communicating was implemented through the adoption of a Bankia style guide, face-to-face training for the bank’s main communicators and a redesign of communications.

The redesign was done based on the communications with the most impact in terms of volume of mailings and their importance for each of the 15 departments involved in the project.

A total of 90 communications, accounting for nearly 90% of the total volume of mailings, were redesigned.

COMMUNICATIONS SENT BY THE MAIN DISTRIBUTION CHANNELS

In 2019, a new system for the preparation of communications is to be implemented that will reinforce the use of the correct corporate style in written communications to customers.

The virtual classroom also gives access to online training, which includes practical advice and examples of how to communicate using the new Bankia style.

ÍNDICEX SOCIAL, A DIGITISATION AND TRANSPARENCY SEAL

In 2018 the bank launched Bankia Índicex Social, a free self-diagnosis tool for NGOs, foundations and associations to help them analyse their level of transparency and online presence. The tool evaluates more than one hundred parameters, grouped in seven measurement areas (information transparency practices, affiliation and donations system, online content and social media presence, adaptation of the website to mobile devices, SEO, digital marketing and web analytics).

Bankia Índicex Social generates a free report, with more than 50 pages, including detailed information on all the aspects reviewed, together with personalised recommendations for improvement. The result of the report is encapsulated in an overall score and a separate score is given for each of the seven measurement areas. Bankia Índicex Social is offered with the collaboration of the Spanish Association of Foundations (AEF) and Fundación Lealtad, which certifies whether an NGO, foundation or association complies with the principles of transparency and good practice.


 

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HIGHLIGHTS OF 2018

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Bankia launches @HolaBankia, a new customer service channel on Twitter

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