Latest posts by Jay Dillon (see all)
- Which Social Media Platform Is Best For Your Business? (FB, Twitter, IG?) - February 8, 2016
- The Role of Social Media Manager in 2016 - February 1, 2016
- Why Placing Ads In Blogs Can Be A Negative - January 4, 2016
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
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.
Heads up – goMoney will be unavailable this weekend from 23:00 Saturday – 06.00 Sunday AEDT for maintenance. Apologies in advance! — ANZ Australia (@ANZ_AU) March 20, 2014
They keep informing people about their progress and gave them an option to help them out in the short-term
Hi, we’re working hard to get goMoney back up as soon as possible, sorry for inconvenience. Pls continue to use Internet Banking for now. — ANZ Australia (@ANZ_AU) March 24, 2014
It was taking longer than they thought so they started to give a time they could expect to receive a new update.
Morning. We’ve worked through the night & goMoney should be up for most. Still working on it to ensure it’s stable. Next update by midday. — ANZ Australia (@ANZ_AU) March 24, 2014
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
Hi all, our goMoney app is currently offline as we fix some technical issues. Sorry for inconvenience, we’ll update as soon as it’s back up. — ANZ Australia (@ANZ_AU) March 23, 2014
Some showed support
Some provided the normal response to when our technology fails
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.
goMoney is back up again for most & we’ll continue to work to ensure it’s stable. Pls use Internet Banking for now if you still have probs. — ANZ Australia (@ANZ_AU) March 25, 2014
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.
goMoney is now restored! Please try again & DM us if you still have issues. Thanks for your patience & sorry for the inconvenience.
— ANZ Australia (@ANZ_AU) March 26, 2014
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
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
— Christophe Langlois (@Visible_Banking) March 25, 2014
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