19 April 2015

Commonwealth Bank celebrates Facebook milestones

18 January 2012  |  5184 views  |  0 office workers

Commonwealth Bank of Australia is celebrating its one year anniversary on Facebook with a new milestone of over 100,000 fans.

CommBank has undertaken a number of successful content initiatives on Facebook over the past year. The bank says the strenght of the consumer response has exceeded its expectations:
  • Community Seeds (May 2011): Fans were invited to give away over $125,000 of the bank's money to six community organisations in need, by voting via the Community Seeds Facebook tab.
  • Facebook Deals (August 2011): Partnered with Facebook to launch Facebook Deals to the Australian market. The bank's 'Open a saving account and receive free movies passes for a year' sold out in three days with the campaign being referred to as the 'most aggressive deal' in the launch.
  • Thank You (October 2011): Customers were invited to select one free gift out of a choice of three (EMI Music voucher, Gloria Jean's voucher, Movie voucher) for making Commonwealth Bank - 2011 Money Magazine Bank of the Year. The campaign sold out in three days.
  • Centenary Time Vault (November 2011): Fans were sent on a two week treasure hunt with a question on the bank's history posed each day for a chance to win $2,000 per day.
  • Hussy's Lunch Time Legends (December 2011 - currently active): Each lunch break of the Test matches, the bank post an episode of "Hussey's Lunchtime Legends" on the Love Cricket tab. Each episode tests the audience with a video question delivered by Hussey about his favourite all-time great cricket moments. The daily prizes range from cricket packs to signed memorabilia.


CommBank has also moved its customer service team to the social platform, promising real-time responses to queries posted on its Facebook wall. And in late December, Commonwealth Bank became one of the first in the world to enable customers to pay each other in Facebook using its Kaching iPhone application.

Andy Lark, Commonwealth Bank chief marketing and online officer, explains the bank's strategy: "We're less interested in the industry echo-chamber and more interested in building bridges to customers in new ways. November saw us reach an engagement rate of over 20%, one of the highest globally for any Facebook page. Social platform, Facebook in particular, provide an opportunity to support and serve customers in new ways."

Comments: (0)

Comment on this story (membership required)
Log in to receive notifications when someone posts a comment

Finextra news in your inbox

For Finextra's free daily newsletter, breaking news flashes and weekly jobs board, sign up now.

Related blogs

Create a blog about this story (membership required)

Related stories

03 January, 2012
18 November, 2011
10 November, 2011
07 November, 2011
28 October, 2011
25 October, 2011
20 October, 2011
17 October, 2011
09 September, 2011
08 September, 2011
03 August, 2011
19 July, 2011
07 April, 2011
15 February, 2011
13 September, 2010
24 August, 2010
26 January, 2010

Related company news

 

Top topics

Most viewed Most shared
UK banks covering up cybercrime losses - C...
6891 views 14 comments | 26 tweets | 13 linkedin
BBVA buys UX firm Spring Studio
6581 views comments | 32 tweets | 17 linkedin
Card is king as cash usage continues to fa...
6174 views comments | 22 tweets | 14 linkedin
Digital and core renewal to drive bank IT...
4868 views comments | 32 tweets | 25 linkedin
World Bank reports big drop in numbers of...
4831 views 10 comments | 36 tweets | 14 linkedin

Featured job

up to £95K base, £190K OTE, benefits
London, UK

Find your next job