Marketing Strategy in Banking (Sberbank of Russia Case Study)

The theme of this work is "Marketing strategy in banking (Sberbank of Russia case study)”, in which are seen marketing activity in general and its instrument - SMM-promotion - particularly. The main purpose of the work is to evaluate the effectiveness of the Sberbank activities in social networks, identify its weaknesses and offer recommendations to overcome them. The objects of study are the Sberbank itself and its pages on social networks. The subject of this study is user activity on social networks, and its dependence on factors such as the content published by the community and the work of SMM-managers. Methods of investigation are: monitoring the users activity on Sberbank pages in social networks, benchmarking tools to promote Sberbank and its competitors, a survey of subscribers Sberbank page "VKontakte", as well as interviews with experts engaged in SMM. The results show that the activity of Sberbank in creating an active audience in its communities is at a low level. The recommendations presented in this paper, indicate the possible directions of activity of Sberbank in the future, which will be able to attract new customers and raise activity of groups to a high level.