ASB Bank has become the first financial services company in the world to run a customer advice service that discusses account details on a social media website.
"Virtual Branch" is part of a big marketing makeover for ASB Bank that includes new print and television commercials - replacing the long-running
Goldstein campaign - and new imagery.
Internet banking with security protection has become mainstream in New Zealand. But the boldest move in this makeover is linking ASB banking services to Facebook, which has been criticised for its approach to privacy and commercial exploitation of information about users and their movements.
ASB says discussions on the site will have the same security as its internet banking site.
"Virtual Branch" features the graphic image of an ASB representative and directs people to a page where customers can approach ASB staff about their account.
Selecting from images of eight staff, they can discuss problems in real time using text.
ASB says it developed the Facebook page because it wanted to be "where our customers are". Brand communication and marketing general manager Deborah Simpson said the Facebook service - in which customers might discuss their account details - marked the innovative approach at ASB.
Around 13,000 people had downloaded an application for the site since it began without fanfare in September. There was likely to be more promotion after this week's launch of the campaign.
General manager of internet banking Anna Curzon said movements on Virtual Bank could not be tracked by Facebook. There had been no complaints about security for the Facebook page but ASB would listen if there were.
US online marketing expert Lee Odden said Virtual Branch showed New Zealand was keeping up with world trends.
