HONESTY TEST: Wrong changes!
Have you guys watched this series of NAB newest ads on Youtube?
I was pretty amazed with the previous campaign from NAB, the "break up". It was huge, and the Social media platforms were integrated brilliant. As well as using social media in a positive way, NAB have used Twitter to reveal bad news to customers, with the bank last year Tweet that there were some technical problem with its online banking portal.
If numbers stand for victory, Commonwealth and Westpac win in Facebook and Twitter respectively here. However, in general, NAB seem to be the big player in both field. Speaking of this, I really wonder is Social media worth invested for banks?
Is it because of the trends that banks are having their presence online? Maybe. Or maybe not.
Why go for Social media? Why? Because this is one of the ways society communicates now. What financial institution would be arrogant enough to believe that it could just ignore the activity that is happening in social media and expect it to manage itself without (negatively) affecting their brand?
If a bank doesn't respond to their consumer grievances, another bank will. And the bank that is most available and helpful in the medium that people are using - which now is social media and its associated platforms - will be victorious. How successful they are is another issue entirely.
I had a look at NAB's Twitter and Facebook accounts, they are actively respond to their followers' questions and comments. But one of the thing that I'm more than concerned is even if they are actively involved online, are they actually helping their customers in real life? (For the similar topic, have a read at this blog Amity's blog post about her experience with Online brand's performance)
How about your thoughts? For what it's worth, would you like a bank's Facebook fanpage or follow its twitter?
Well, I think they will focus more on real life service. Their action in social media plays the role as the supporter of real life service. If they perform well in social media part but do few things to help others in real life, negative word of mouth effect will come out and the only way to resolve the problem is to improve their sevice quality in real life
ReplyDeleteThank you for your thought Terry. That is also my take on this issue. I think NAB is using their online tools wisely at the moment. Remember when Wags posted a link on Yammer about an Influencer tweeting a bad comment about a brand? I saw what NAB respond to a comment like that and quite impressed. They asked to know more about the situation and offered to correct any mistakes. Which is totally why brands should use Social media, to leverage their customer's experience with their brands, to learn and to grow base on constructive feedbacks!
ReplyDeleteHi nia. That's an interesting youtube clip. I think it's a good idea for NAB (and other banks) to get themselves more into social media because it's an easier way for their potential customers to access more information about the banks, encourages them to do more research, and there's a chance they might become regular customers. It's all about keeping up with your customers and these days they spend most of their time online. And one more thing - I think social network sites like Facebook can provide the banks with consumer insights they never got before.
ReplyDeleteThe NAB break-up example is great. I am very much of the opinion that if you create something that a little mysterious, you will grab people's attention because we are curious beings and want to know what happens next. The little tweet that was released by NAB, perfect to get people talking before the big reveal!
ReplyDeleteRoss
If you missed Gruen Transfer last week, make sure you catch up by watching it here (episode 2): http://www.abc.net.au/tv/gruentransfer/watch.htm - they spent the first half of the show talking about the bank campaigns.
ReplyDeleteGreat post, Nia!