Hi again everyone,
So unfortunaltley its getting closer to the end of everyone's workplacements... you know what they say about good things coming to an end!
Last week i posted a blog about ANZ and its dedication to corporate social responsibiltiy and its effect on corporate reputation, i have also found through out my time with ANZ that it is very focused on creating a strong and recognisable global brand. Last October ANZ launched a new brand called "We live in your world", the idea of it is to promote the company as a people friendly, customer orientated bank who changes according to customer wants and needs. I discovered that this new brand is huge! Not only does ANZ have a whole new marketing campaign they have changed their logo and company image. I was really suprised as to the scale of the operation and how much detail it included. For example on my arrival at ANZ i was given a very thick manual which detailed the correct and incorrect use of the coporate logo on internal and external publications. Everything down to the font and colour of text in an email is controlled and monitored to ensure everything is supporting the new brand.
I have read a number of blogs by you guys which detail the use of social media sites such as twitter and facebook and have noticed that for a company which puts so much emphasis on its reputation, ANZ neither monitors nor uses the sites to their advantage. I do realise (from the countless PR Lectures) that for some corporations using social media sites isnt beneficial or relevant to the line of business. I just think its strange that ANZ havent taken any measures to become part of this "trend" especially since their new brand is all about fulfilling their customers needs in ever changing environments, and social media sites often convey these needs. Maybe joining such social media sites could be more detrimental to ANZ than beneficial. I do aim to find out the reason behind their lack of activity in this area of PR.
While ANZ does not involve itself with social sites, it does however have a very good internal global communications systems for its staff and employees. "MAX" is the ANZ intranet and it has everything employees need to know about the company, what it is doing, what it has done, how its preforming etc. It also has hundreds of policy publications uploaded, from media interaction to risk management, employees have everything they need to know in a very uncomplicated and accessible format. I think MAX is a really clever system as it saves employees alot of time and effort, otehrwise spent searching the computer files or asking management for various publications and advice.
I would like to know if any of the organisations everyone is completing their placements at, have something similar to MAX??
Thanks :)
Charlotte, PR 393, Bentley Campus
3 comments:
Hi Charlotte
Nice to hear that you are having a great time at ANZ Bank. :) I'm Leeyi and I have completed my internship during summer break back in Malaysia. Regarding to your question on why ANZ is not active in social media sites, in my opinion, I think maybe they don't want to received any negative comments from the social networking sites. Since people are free to commenting and, unless being active within the social media sites is beneficial to ANZ, if not, I don't think there is a need to be there.
MAX in ANZ sound cool. The company that I joined did have a share server which similar like MAX. Everything important will be store in that server, and every employee will get to access to all the documents. The only different is, my supervisor will plug it out everyday after working hour, to avoid information thief.
Nice post anyway :) See ya
Leeyi Lai (Curtin Bentley)
Hi Charlotte,
As I read your post the first thing that popped into my mind was the 'Barbara lives in bank-world' ad's.
I must say I love the new direction that ANZ seems to be taking- I think the advertising and branding from a consumer and publics point of view are very effective. If not it's most certainly memorable.
I was surprised to hear that they do not engage in social media- especially since the new direction of their brand.
I agree to some extent with Leeyi Lai said that maybe they do not want to receive negative interaction or posts from certain customers. However I don't believe that, that alone is reason enough not to engage in the use of social media. Especially as it would be an opportunity to show that they welcome customer feedback, and as their brand suggests "Live in our world". Maybe you could present to them findings on how beneficial partaking in a social media campaign can be- by using other examples of corporate companies who have done so successfully.
At my placement I was able to construct a social media campaign on an event my organisation runs. Yet for some reason they didn't want the company, itself to have a social media campaign- just the actual event. Which I thought was interesting.
I think as more and more businesses are successful with social media, it will demonstrate to those who are unsure that it is something to utilise and is definitely no longer a 'fad' or 'trend'. But instead is a highly targeted way of taking part in two-way communication with stakeholders. It's a way of interacting with a qualified audience and shows that a company is committed/interested in their stakeholders.
All the best with the rest of your placement. And good luck with your report!
-Alyce
Hi Charlotte,
Wow working at ANZ especially at a time like this where it is agressively promoting it's self to the public must be really exciting! I agree with Alyce in saying that the direction that ANZ is taking is very memorable and I believe will be quite successful!
I think internal intranets are really popular with such large organisations as it allows them to communicate their ideas to a large audience quickly and effectively. I guess it can be used as an internal PR strategy for the staff.
I am completing my internship at Wesley College and being a school have an intranet which is a little bit different, as not only do all staff have access, but also students and their parents and certain community members have log-ins to the site which can be accessed from home.
It allows the school to communicate with their main stakeholders all from one portal. I really enjoyed using this at my work placement as it allowed me to see a lot more information about the school and its activities than the general public can from their main website.
Good luck with the rest of your placement and finishing off your assignment!
Sarah Ireland (Bentley Campus)
Post a Comment