BNZ is putting a friendly face to its YouMoney online banking system, sending two staff on a road trip to university campuses for orientation week that’s documented on social media.
The initiative is a new approach to the traditional promotion banks do on campus during student orientation weeks and the academic year — and is part of the bank’s drive to personalise its use of social channels with the help of company personnel.
“All banks have a presence on campus and the key product we’re talking about is YouMoney,” says social media manager Anna Connell. “We decided this year, because You Money is a product our staff love and don’t have difficulty talking about, rather than going with an anonymous events manager or someone like that, we’d go out to our staff and put them on the road for three weeks.”
“They’re definitely not flogging a product,” Connell says. “We’re hoping people who follow them will see them on campus and may be recognise them a bit.”
BNZ wants to equip staff with the tools to use social media for the company rather than just themselves, she says, adding these upskilling efforts began during Closed for Good last year, where staff are given a day off for volunteer work.
“There will always be a role for official bank social media presences, we use Twitter as a customer service channel. But teaching staff how to use it like this is quite light touch and we’re keen on teaching people how to use it professionally. They all do it personally,” says Connell.
“There’s increasingly a personal and professional blur on social and teaching people to manage that is something we’re keen on doing.”
YouMoney is targeted at a youth demographic, with university students a key part of the audience, Connell says.
Using Twitter, Instagram and Tumblr will allow BNZ to target this niche audience, Connell says, adding the bank hasn’t used Tumblr until now. “That’s an interesting thing for brands thatbecoming increasingly fragmented.”