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HSBC Bank International The Expat Explorer Survey 2011

As a leading provider of investment and savings solutions to customers around the world, HSBC Bank International wanted to find a way to reach and engage with the global expatriate community – a notoriously difficult to reach audience - to raise awareness of its global offering, ultimately driving customer consideration and acquisition.

In 2008, the H+K Strategies Financial + Professional Services team devised and executed a robust thought leadership platform. The Expat Explorer Survey for HSBC which quickly became established as the world’s largest survey of the expat community recently reaching 3,385 respondents from 31 countries in its latest launch in 2011. 

The survey, which provides unmatched insight into the lives of expats, is published across three reports annually and has generated more than 250 media hits, with an opportunity to see of 300 million, and an AVE of over £4 million. From a basic PDF report in 2008, the survey reports were developed digitally and in 2011 became a highly interactive online resource (www.expatexplorer.hsbc.com) allowing users to interact with the data through engaging, highly visual info-graphics and search tools which are fully shareable across all major social media platforms. In the first three months following the launch, it has become a ‘go-to’ resource for expats and commentators:

  • 80% of traffic to HSBC’s website landed directly into the tool on launch day
  • 44,000 visitors hit the HSBC’s website (target of 25,000)
  • Users spent an average of two minutes on the tool placing it in the top five most engaged pages of HSBC’s website
  • 110 links to the tool on Twitter
  • 700 tweets mentioning the tool (target of 300)
  • 850,000 opportunities to see on Twitter*82 countries reached in the first 24 hours of launch, 124 countries in the first week and 186 after three months

*Sysomos/Tweetreach

To support and amplify the impact of the survey results, as well as create further channels to engage with its target community, H+K Strategies also established a strong fully integrated social media presence for Expat Explorer through a dedicated blog and a Twitter feed. Social media amplification has placed HSBC Bank International at the very heart of the online expat community with:

  • 2,978 followers on Twitter
  • 8,439 visits to the Expat Explorer blog, 5,123 unique users in 2010 with 13,755 page views
  • 823 tweets in 2010
  • 136 blog posts
  • 8th most influential expat tweeter by WeFollow