Five years after taking the reins of Santander, debuts on television and Instagram as a communication action
The Ana Botín revolution: Instagram and TV show
Ana Botín (58) wants to give a modern image of bankers. That is why, since he became president of Santander five years ago, he has not stopped taking steps to become a directive close to his employees and accessible to the rest of the world. First a Twitter account was opened that currently has 33,000 followers. And this week he has starred in more than one gathering for his two new milestones, which have nothing to do with a distribution of dividends from the bank: on Monday he debuted on Instagram and on Tuesday he announced his participation in the new season of Planeta Calleja. Both, actions of his private life but always impacting the image of Santander.
"Everything she does is part of a communication action of the bank and consults it with the corresponding department ," official sources of the entity explain to LOC. Although their social media accounts are "foreign to corporate profiles," everything "has a direct impact on the bank, " they continue. Therefore, although Botín confessed that an Instagram account was created with the help of one of his nieces, "he has received advice" from people specializing in social networks. Of course, the banker does not have a community manager to manage their networks. "Yes, he trusts a person who sometimes tweets because she is on a plane or meeting. But they are very specific tweets and she writes the text and sends it to the person who helps her at that time," they say.
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This supplement has been able to verify that the bank's communication team is very happy that their boss has social networks and enjoys them. In addition to his efforts to show himself as an accessible and close manager in networks, in the day-to-day he transfers the two causes to which he is committed: feminism and the environment . "Since its arrival, the bank has made great progress in these two measures. Soon after arriving, it introduced flexiworking to reconcile work. In Spain there are already more women territorial directors than men and wants that in 2025 30% of the bank's managers be women, "they say from their team.
For the planet, Botín announced at the last General Meeting of Shareholders that all single-use plastics were going to be removed in Santander's buildings and offices around the world. "The measure has already been implemented, in the Financial City there is no longer water in plastic bottles," they assure LOC.
In her effort to make these causes visible, when the request of Planeta Calleja arrived to participate in the new season, Ana did not hesitate to join the format. " He was very motivated by the idea of going to Greenland, of knowing areas that if you don't go with experts are practically inaccessible and of being able to raise awareness about climate change, " they explain. From Mediaset they assure that there is still no release date of the sixth season, although the previous ones have been issued between the months of February and April, so it is likely to wait until 2020 to see Ana Botín in Greenland.
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PIONEER
The opening of Ana Botín is something unusual in the world of banking, as is a woman at the head of a large entity. Neither the CEO of BNP Paribas, Jean-Laurent Bonnafé; neither JP Morgan's, Jamie Dimon, are present in networks. Nor Noel Quinn, president of HSBC. The accessible image of Botín, in which his team has been working for more than two years, is very beneficial for Santander. At least that's what Santiago de Mollinedo, Director of Personality Media, consultant and analyst of the impact of public profiles thinks. "The banks are in a process of updating, modernization and very relevant evolution, perhaps of the sectors that have experienced the greatest revolution and will experience in the coming years and it must be their main leaders who take a step forward and turn the message into reality "he says. Therefore, he believes that social networks "help many leaders to be more human and direct in what they want to tell." In the specific case of Ana Botín, he thinks that although he may receive some negative comments on Instagram, with his approach in networks, "he gains his image in empathy and without a doubt also the company he leads, in a slow and expensive work such as the transformation of a brand ".
Botín is not a celebrity in networks, at the end of this edition he had 3,000 followers on Instagram, far from those of great celebrities. Its true opening to the public will be on television. We will have to see how shareholders react to their fight against climate change. Or the customers. Will it influence?
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