BMO's Million-Dollar Social Media Secret: Employee-Driven Success
Consolidating Social Media Efforts
When Nicholas Nunes took over as director of enterprise social media at BMO in 2018, the bank’s social media efforts were scattered across seven different platforms. This approach made it difficult to unify metrics and strategies. Determined to streamline operations and maximize impact, Nunes guided the bank toward consolidating these diverse tools into one cohesive system, opting for Sprinklr’s customer experience management technology in early 2019. This strategic move was based on a vision for scalability and targeted social media reach.
Monumental Rise in Earned Media Value
The results of BMO’s focused strategy have been nothing short of transformative. By 2022, BMO’s earned media value had skyrocketed from under \(100,000 to nearly \)1 million, underscoring the significant return on consolidating their social approach. According to American Banker, this growth contrasts notably with BMO’s advertising expenses—totaling CAD $198 million by Q3 2025—which illustrates the value proposition of an employee-driven social media framework.
Engaging Employees through Innovative Platforms
Central to this strategy is the BMO Share tool, a powerful interface allowing employees easy access to preapproved, shareable social media content. By integrating this within their existing intranet, BMO enabled seamless employee engagement, with over 5,000 employees actively participating. This system’s simplicity, requiring just two clicks to share content, has bolstered participation rates and showcased BMO as a thought leader in fintech and employee advocacy.
A Strategic Lesson in Recruitment
The ripple effects of BMO’s strategy extend beyond mere marketing. Employee-driven social sharing became a vital recruitment tool, as potential candidates gain insights into the workplace culture through authentic employee posts. This approach not only humanizes BMO’s brand but also attracts talent by providing a glimpse into life at the company.
Measuring Success Beyond Metrics
Lincoln Parks, a renowned bank marketing consultant, points out that while the $1 million figure represents a benchmark victory for BMO, the real success hinges on conversions and customer interactions tracked via unique query strings. These not only enhance the potential customer journey but also ensure BMO remains connected with audiences throughout their interactions.
Conclusion
At its core, BMO’s approach demonstrates that empowering employees to be brand ambassadors can lead to impressive growth in both media value and internal morale. Setting a standard for social media strategies in the banking sector, BMO has shown that the fusion of technology, thoughtful consolidation, and employee participation is key to unlocking unprecedented earned media value. As social media continues to evolve, BMO’s journey will undoubtedly inspire other institutions to rethink how they engage with digital platforms and maximize organic reach.
