Caja de Ahorros de Navarra or Caja Navarra (CAN) is a savings bank based in Navarra (north of Spain). This bank was created on January 17th 2000, after the merger of the Caja de Ahorros y Monte de Piedad Municipal de Pamplona (founded by the city council of Pamplona in 1872) and the Caja de Ahorros de Navarra (founded by the Provincial Council of Navarra in 1921). Since its foundation, the headquarters are in Pamplona (capital city of Navarra).
Caja Navarra was one of the founders of the Banca Civica together with other two Spanish banks: Caja Canarias, Caja Burgos and Cajasol. This concept of Banca Civica, which was founded in 2004, is a pioneer business model of banking , “YOU CHOOSE: YOU DECIDE”; it is a financial institution different than the rest, based on the following: CAN’s clients can direct 30% of CAN’s annual profit generated by their products and financial services to charitable organizations and to the specific social project they wish.For charitable organisations and those around them is an opportunity to finance their own projects, so this oganizations are interested in working with Banca Cívica , because the more profit is generated and the more money they obtain for their social projects.
Since Banca Civica was created, CAN has continued to innovate, not only with its Banca Civica platform (for instance, reporting to customers in an individualized document exactly how much money they make from the customer), but also with the transformation of CAN’s branches, which are normally a place to go to contract bank services. CAN is transforming their branches into open community spaces (called Canchas), where it could be a place to conduct banking business, free internet access for the public, play areas for children and so on.
If we analyze the strategies that banks and savings banks are following nowadays to be present in the social media, CAN is one of the most prolific. Using this social media there is more and better communication and provides a customer service for its customers and not customers also. This way, both the customers and the bank itself gain, because the customers has an environment in which to express their comments or complaints and the bank has means to compare and verify if it is a service not well attended by answering quickly and accurately to the customer.
Analyzing the social media CAN is using carefully,
- In the social networks:
- On facebook and on twitter: It has its own corporate profile both in facebook an in twitter, where it is written their latest news about their activities.
- In the case of the facebook, it is written information about the boards of director (with some links to their own web page also), about the social projects they carry out or about the events related to Banca Civica that are going to take place.Nowadays, CAN has 2.333 likes in facebook and the age group of the people talking about this group is 25-43 years.
- On twitter, they retwitted news about them, to promote themself, to say good thibgs about themself. To do so, they also use links from the facebook. CAN has 3.882 followers, it follows to 2.942 and has written 5.376 tweets.
- Other channels:
- Youtube: It has its own corporate channel, where you can find videos about charitable works, about the Banca Civica and also some videos about the boards of directors they made. Most of this videos are used with links on the ocial page of facebook, on twitter and also in their blog comunity.