Digital PR winners and losers: ANZ Australia’s goMoney App

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Digital PR ANZ Gomoney App

It’s every marketing manager’s nightmare; something goes wrong and the online community are quick to express how they feel. Periodically I’ll be looking at an example of a trending Australian public relations issue to see how it was handled and what lessons can be learned. I will also give my own personal analysis to see whether it becomes one of the Digital PR winners or losers.

The Brand: Anz Bank Australia

The Topic: goMoney App

The Platform: Twitter

The Situation

ANZ’s goMoney App went down this week and its users where quick to turn to social media to ask ANZ what the deal was and how long it would be before it was back up and running. It was down for two days and the @ANZ_AU was coping the normal criticism that comes when something goes down for the count.

Technical issues were identified with the app so it was taken down so the techies could do the fix.

They keep informing people about their progress and gave them an option to help them out in the short-term

It was taking longer than they thought so they started to give a time they could expect to receive a new update.

 

  The Reaction

It seemed that some people didn’t see the tweets regarding the Go Money app going off line – something you can find out by going through ANZ’s tweets.

 

ANZ gave it another whirl and some people even supported them and their message with a retweet

Some showed support

Some provided the normal response to when our technology fails

 The Response

Don’t forget that people are asking a range of questions across twitter. Requests for updates about the Go Money app formed only a part of the twitter chatter over the days that the App was down.  ANZ were working to answers questions regarding when it would be back online while directing customers to their mobile online banking interface.

Then there was the all important, ‘Hey guys, we’re back up and running’ tweet.

The Result

Remember there are five key things need to be done  in any crisis situation (luckily this was not Armageddon because then it’s not so easy but it still was an inconvenience to many consumers):

  • Tell your audience what has happened
  •  Explain why it has happened
  •  Tell them what you are doing
  •  Give them a bone (help them self-solve the issue affecting them)
  •  Tell them what solution you are aiming for

Overall, I think ANZ handled it all pretty well. The app was down or failing for a total of 5 days and they were present and responding to customers. They still may be having issues but are asking their community to let them know of isolated problems.

Once it was back up some tweets showed relief

@ANZ_AU goMoney back up this morning! Just in time to see all the monies flow in and out again. Thanks ANZ techies!

— Gracey (@RogueGun25) March 24, 2014

Our Analysis

They addressed the five key things they needed to cover off Twitter.  But interestingly, I couldn’t actually find something on the website which alerted people to the fact that the Go Money app was down though.  Why do businesses fail to do this logical thing in a crisis?

I had previously written about an iiNet outage and the fact that there was no alert of the outage on the website (I am no longer a customer). It seems that many brands fail to cross pollinate their channels when in crisis – go figure.

But to their credit, ANZ even managed to get some press on the issue in ComputerWorld . Not sure how many consumers would have been looking for an answer there though. Lucky one of their punters told other tweeters about the media coverage

The only thing I would have suggested to the ANZ in this situation it that they should have TWEETED MORE FREQUENTLY for those people who just expect information to land in front of them in their Twitter timeline.  That’s pretty easy to do using a scheduler. That way the basic messages around ‘It’s experiencing tech difficulties, we’re on it, use internet banking and we’ll tell you once it’s up’ can continue to inform the audience.

We rated ANZ as a 7-8


Our unique Digital PR  judging scale:

9-10 – Winner winner, chicken dinner!

7-8 – You’re shining but I don’t need the shades

5-6- Acting like the little train that could

3-4 – Looks like you’ve outsourced your PR to your intern

1-2 -I hear they have the internet on computers nowadays

Got an idea for our Winners and Losers posts?  Let me know via twitter @libbyfordham

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