All too often brands, celebrities and employers use the social web to pump out content, and race to grow fan numbers, with little regard to the true needs of their target audiences. This week my client Deloitte New Zealand launched a new initiative, Fan Showcase, on their award-winning Facebook page. This builds upon other elements of the firm’s social recruiting strategy, like live-streaming Facebook shows and video Q&A. A strong community understands and recognizes that its members have specific interests and needs. The Deloitte NZ Fan Showcase captures on video the backgrounds, questions and desires of the community. We believe that building community involves, as Chris Brogan has stated, changing the direction of the chairs.

After reading today’s press releases and the flurry of tweets, I decided to visit what is being referred to as a world’s first. New Zealand bank, ASB has launched (on a trial basis) a virtual branch on Facebook. 

First up I visited ASB’s Facebook Page and clicked on the Virtual Branch tab, and was greeted by a slightly Max Headroom and Milli Vanilli-esque, lip syncing avatar. I wasn’t too bothered, as it reinforced the term “virtual” in my mind. 

To access the app I was greeted with this Request for permission: 

My first thought was that I want to access ASB’s “basic information” in return - you know quid pro quo and all. After some initial angst around privacy I clicked Allow. 

I then had a choice of who I wanted to chat to. I chose the woman on the top row - far right. 

Paula and I had a quick virtual chat. I did not ask about bank accounts, loans, interest rates or insurance. You know, I was just establishing rapport.

I think this initiative has legs. I’m not sure if I can order all services via this medium - will customers still need to go into a branch and fill out forms, meet with the bank manager etc.?

I congratulate ASB for trail blazing. Whether this is a success or not, ASB to me is definitely embracing the term “social” in social media.

It will be interesting to see how this is all perceived by the media. Will we see the end of bricks and mortar branches? Is this just the start of something really big?

Enjoyed a great night this week at the TVNZ New Zealand Marketing Awards. Richard Long from Deloitte and I were stoked to be finalists against some very big budget TV campaigns. Social media is yet to be mainstream in the local marketing community.

Filmed using my flip cam. 

Filmed using my flip cam. 

Awesome news: My client, Deloitte New Zealand has received an international award for their social recruiting initiatives. The 2010 SOCRA award honors excellence in social media and recruiting. Deloitte NZ received over 500 votes from industry professionals, edging out North American heavyweights UPS / TMP with 275 votes and Sodexo with 201 votes. Richard Long, manager of talent acquisition at Deloitte NZ will accept the award at Recruitcamp in North Carolina USA on April 22. 

Deloitte NZ won the award for their Facebook page, which is geared towards graduate and intern recruitment. The company broke new ground by mashing live-streaming video with social networking, directly on their Facebook page. This ‘social videoing’ technique has been successfully used by celebrities like Shakira and Miley Cyrus to engage with their fan bases.

Since launching in late 2009, the page has hosted 10 live and interactive shows. Prospective recruits were able to watch and listen on Facebook as graduates from a range of teams and locations gave impromptu talks on their experiences and impressions. The shows involved both groups of graduates and individuals, and fans were able to type questions into the Facebook page and get answers during the course of each show. 

The shows are part of a wider strategy to humanize the Deloitte NZ brand, offer authentic experiences for prospective graduates, and differentiate the company from other firms. Other initiatives include graduates blogging about life at Deloitte NZ.

Deloitte NZ’s social recruiting initiatives have created greater awareness of the firm among propsective graduates. Richard Long reports that students attending careers and networking events appear to be better informed and more familiar with the company, and the opportunities available. Deloitte NZ are very happy with the quality and number of applications received this year.

To keep up to date with the evolution of this page, you can follow Deloitte NZ on Twitter (@deloittegradsnz).

I’m pleased my client Deloitte New Zealand is receiving global recognition for their use of social video on their Facebook graduate fan page. Take a look at this - I’m grateful for the mention from my client. It is also great to watch the strategy develop. Check out the ((Faces)) tab. More initiatives / features will be coming soon.

Business in NZ is depressing and evil.

Money doesn’t buy you happiness.

Picture source: TVNZ.co.nz