We celebrated CBA’s first year on Facebook recently by reaching the 100k milestone. While you can read more here but it is worth sharing a couple of things about our journey.
- Our industry can be very inwardly focused. Much of the marketing pivots off a competitor and is less to do with the customer. Facebook has provided an incredible platform to engage with customers.
- Its not just about engagement. It is also about entertainment. We listened to customers who told us that they are generally going to Facebook for two things. First, to get help and support. Second, to play. So, we orchestrated plenty of games and competitions.
- We see quite different usage patterns across platforms. On Twitter we see lots of requests for service and support. In Facebook, lots of play and engagement.
It’s been a fun journey so far and we are thrilled that 100k customers have chosen to join us there. At the end of the day though its less about the 100k and more about the one customer that is able to get what they need from us, when and where they need us. And for many of our customers, it is on their phone.
Smartphone penetration is very high in Australia. As reported in the Sydney Morning Herald, “Behind Singapore, Australia has the highest smartphone penetration in the world at 37 per cent and we’re also consuming more apps, the research revealed. Australians have on average 25 apps on their phone (eight of which are paid), versus 23 for the US and Britain. Australians are 33 per cent more likely than those in the US and Britain to do mobile real estate searches and we’re also leading the way in mobile banking, with Australians 65 per cent more likely than the British and 14 per cent more likely than Americans to conduct banking on our phones.” And, more Aussies are using Facebook than not.
What this all means is that all businesses are going to need to not just focus on there Facebook community, but where that community works, lives and plays – and that is, mobile devices of all shapes and sizes.
Thanks to all our customers and Friends on Facebook – keep the ideas and thoughts coming.