ANZ Social Media Marketing Analysis

This assignment analyzes the effectiveness of ANZ's social media marketing strategy across platforms like Twitter, Facebook, Instagram, and Google+. It examines audience engagement, content strategy, and overall reach. The analysis concludes with recommendations for ANZ to enhance its social media presence and connect better with customers.

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SOCIAL MEDIA ANALYSIS OF THE AUSTRALIA AND NEW ZEALAND BANK
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Social Media analysis of the Australia and New Zealand Bank
Introduction
Social media channels provide a new way to reach customers, know their needs and
know how to satisfy them. Currently, the most common social media channels for businesses are
Facebook, Twitter, LinkedIn, and Instagram. For the banking industry, social media can provide
new insights that can be used to customize financial products for the banks’ clients. Indeed, most
banks have realized the potential of social media. For example, the Australia and New Zealand
Bank had the strongest social media presence in July 2016, based on its number of likes,
comments, and shares1. This essay on how ANZ uses its social media channels and recommends
an improvement strategy.
The Australia and New Zealand Bank
Australia and New Zealand Bank (ANZ) which was established in the 1830s is one of the
leading and largest banks in Australia. In fact, it is among the largest banks in Australia and New
Zealand. The bank operates in approximately thirty markets such as America, Europe, and the
Middle East. The company is among the top five listed companies in Australia with
approximately 500,000 shareholders in early 2017.2 The company’s target customers are retail,
commercial and institutional customers. In 2016, the bank developed a strategy to manage its
sustainability by focusing on its purpose and the social and environmental issues. the bank has
two major business divisions that focus on business and customers. The first division is based on
the customers’ needs. It is further divided into Australia, New Zealand, Wealth, Institutional, and
1 Vijay (2016). Find out how ANZ is Minting Engagement on Social Media [online]. [Accessed 4 Oct.
2017].
2 Australia and New Zealand Bank (n.d.). ANZ Shareholder Center. [online] [Accessed 5 Oct. 2017].

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Asia Retail and Pacific. The second division is focused on business and it includes technology,
digital banking, corporate center and group operations.
The social media channels and their uses
In 2014, the ANZ bank launched its Instagram account because it was sponsoring a gay
and lesbian campaign. The aim of the account was to provide a platform where ANZ shares
photos and videos with its community. Presently, the account has more than 10,000 followers
and 273 posts. In 2015, it became the first bank to promote a campaign for the Australia Open on
Instagram with the assistance of Novak Djokovic.3 During that year, the engagement rate of
Instagram was around 2.95 percent.4 In addition, it has used the platform to support netball in
Australia which it sponsors. The campaigns are run on facebook and twitter as well. The bank
uses Instagram to engage with the younger generation, create awareness about its brand, create a
presence in social media, to track the progress of their brand and to connect with people through
engaging with popular hashtags and relevant posts.
The bank also has a twitter account with approximately 110,000 followers and more than
30,000 tweets. The bank joined twitter in 2011.5 The twitter account had an engagement of 0.12
percent in 2015. It uses the platform to provide support and updates on issues such as
maintenance. It updates clients on emerging trends in the banking industry like digital marketing.
There are Live question and answer sessions where customers can ask questions about the issues
being addressed. Additionally, the company has other twitter accounts to serve clients in
different locations and with specific needs. For example, there is an account for New Zealand,
Blue notes, media, and research.
3 Loras, Litsa, Richards, Vivo, and Boyd. (2015). ANZ Uses Instagram to Target a New Generation of
Banking Customers. [Accessed 4 Oct. 2017].
4 Marks, J. (2015). How New Zealand Brands Are Performing on Social Media. [Accessed 4 Oct. 2017].
5 ANZ Australia (2017). ANZ Australia (@ANZ_AU) | Twitter. [Accessed 5 Oct. 2017].

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ANZ has a Facebook page that it uses to provide updates and new to its clients. The page
has a brief history of the bank and its most significant milestones.6 Secondly, it has Live chat
sessions similar to the ones on Twitter. Thirdly, it has Live Chat where clients can chat with the
customer service staff. Fourthly, it provides information on various promotions and competitions
within the community. Lastly, the page has videos and photographs on various relevant topics
that people can view and be entertained. Further, there is another Facebook page for New
Zealand.
The company’s LinkedIn account has more than 250,000 followers. It contains a brief
history of the company. There are three accounts namely: institutional, blue notes and apex
insights. They provide services to the Asia Pacific, keep followers updated on emerging trends
and act as a newsroom respectively. The platform has information about careers in the banking
industry. On the other hand, the YouTube channel with more than 7000 followers where the
company demonstrates how its financial products can be used. There is also a channel for Asia
Pacific and New Zealand. The last channels are two blogs which are named ANZ and Blue
Notes. They both contain articles and videos on the global economy, finance, technology, culture
and personal growth.
Analysis of social media channels
The analysis of ANZ’s main Facebook page was done using the Likealyzer analytic tool.
The front page got a 100% ranking and the about page had a 63% ranking. The activity levels of
the page are at 79% with photographs at 22%, notes, and videos at 39%. The posts which are
used to engage users were at 0.8 per day. Native videos which are the most engaging content
6 Social bakers (2017). Bank Facebook stats in Australia. Available at:
https://www.socialbakers/statistics/australia/brands/finance/bank/ [Accessed 5 Oct. 2017].

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were at 25.7 In addition, the average post length was 209, the response of the page was 89%, the
rate of response to user posts was 83%, and the response time is one hour. The number of people
talking about the page was 18,394.8 The page has 325,832 likes and the rate of engagement was
at 6% which had improved from 1.54% in 2015.9 Another analysis done by Quintly revealed a
response rate of 92% in September 2017.10
The main twitter account of ANZ has the largest number of followers compared to the
other banks’ Twitter accounts in Australia. The tools used were Social bakers, Tweet reach, and
Foller. In August, it was the fastest growing profile with the addition of more than 2000
followers. The account has 119,616 followers, 8,614 following and a followers’ ratio of
13.89.11This ratio indicates the number of people out of goodwill and those doing it for a follow
back. Therefore, if it is high more people are following out of good will. An analysis of its reach
based on 100 tweets taken from October 5th, 2017 indicates a reach of 134,296 accounts and
204,714 impressions.12 Within the 100 tweets there, were 93 replies and 98 mentions.13 The
response rate of September 2017 was 57.5%.14
The company’s main youtube channel has a total of 4,882,791 video views, 388 videos,
and 7649 subscribers. In September 2017, the views change rate was at 0.4228%, 20,548 views,
125 likes, 1 comment and 17 dislikes. Additionally, the viewer subscriber rate was 2.7023 and
7 Likealyzer (2017). A report on ANZ Australia. Available at: https://likealyzer/report/ANZAustralia
[Accessed 5 Oct. 2017].
8 Ibid
9 Marks, J. (2015). How New Zealand Brands Are Performing on Social Media. [online] [Accessed 4 Oct. 2017].
10 Quintly (2017). An analysis of ANZ_AU. [online] [Accessed 5 Oct. 2017].
11 Foller.me (2017). Twitter Analytics by Foller.me. Available at: https://foller.me/anz_au [Accessed 5 Oct.
2017]
12 . Tweetreach (2017). An analysis of ANZ_AU Available at: https://tweetreach /19922637 [Accessed 5 Oct.
2017].
13 Foller.me (2017). Twitter Analytics by Foller.me. Available at: https://foller.me/anz_au [Accessed 5 Oct.
2017].
14 Quintly (2017). Social media analysis.Available at: https://app.quintly.com/dashboard/facebook-overview?
from=2017-09-01&to=2017-09-30&interval=daily&groupId=0 [Accessed 5 Oct. 2017].

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the interaction rate of the channel was 1.8%. On the hand, the LinkedIn channel analysis done
for September showed that it had 19 updates, 1,758 likes and 32 comments and an engagement
of 1790.15 An analysis of the Instagram account was done using Simply measuring tools and it
was based on the period between 8/4/2017 and 10/4/2017. The report indicated that there were
866 engagements and 173 engagements per post for a total of 5 posts. The posts consisted of 3
videos and 4 photographs. The total number of Instagram likes was 852 and the comments were
14 creating a total of 866 engagements. The level of engagement for the photos was 33.26%
while the videos was 66.74%.16
Social media channels to enhance performance
ANZ can use Google + to enhance its performance. This is because content that is posted
on this channel is more luckily to appear on search results since Google indexes content on
Google + faster compared to contents from other social networks.17 Another reason is that the
channel provides a wide demographic community that comprises of potential clients. Another
channel that the company can use is Pinterest. This is because it pins on this channel improve a
website’s raking through social signals. Pins generate social signals and social signals are used
by search engines such as Google to rank a website. The channel also generates backlinks which
are used to improve a website’s ranking.18
Recommendations
15 Ibid
16 Simply measured (2017). An analysis of ANZ Australia. Available at:
https://viewer/24nlhj2p63qx97rhhsz7btsz9524ez/2631788#/Scorecard [Accessed 5 Oct. 2017].
.
17 Griffis (2016). 5 Surprising Reasons to Reconsider Google+ for Marketing. [Accessed 5 Oct. 2017].
18 Cook (2017). How Social Media Strategy Benefits from Pinterest [Accessed 5 Oct. 2017].

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To improve the performance of the current marketing plan, ANZ can implement a new
marketing plan. The plan begins with the identification of the objectives of the new strategy.19
The aim of the new strategy is to improve the performance of the current social media platforms
and create new ones. The second step is to audit the current channels which can be done using
the analysis provided. The other step is to create and improve the current channels. The youtube
channel needs more active participation since the last post was eight months ago. The
Facebook’s about page needs more information concerning the email and location. ANZ needs to
take advantage of Facebook events to interact with the community more. It also needs to improve
on its response time through hiring a response team.
The Twitter account can be improved by increasing the response rate to a level that is
similar to Facebook’s. The Instagram channel can be improved by providing more content and a
higher rate of participation. Finally, LinkedIn can be improved by increasing the number of
followers. The next step is to create a content plan for the platforms. The factors to consider are
the type of content, the audience for each type, the frequency of posting the content, who will
generate the content and how to promote the content.20 Conclusively, the performance of each
level should be checked continuously and the plan should be adjusted as the need arises.21
Conclusion
There are more available channels such as Pinterest, Snapchat and Google + that
businesses can use to connect with their customers. Social media channels are a useful marketing
for every business since it provides a platform where the business can learn about their target
19 Ashley, and Tuten (2014). Creative Strategies in Social Media Marketing. pp.17-22.
20 Clarke, A. (2010). Social media. Ottawa: Library of Parliament.
21 Evan, L. (n.d.). How to Create a Social Media Marketing Plan in 6 Steps. Available at:
https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ [Accessed 5 Oct. 2017].

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customers and the customer can express their needs. From the analysis, it is evident that the
channels provide a wider reach and presence for ANZ. Therefore, ANZ should invest more on its
social media channels.

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References
ANZ Australia (2017). ANZ Australia (@ANZ_AU) | Twitter. [online] [Accessed 5 Oct. 2017].
Ashley, and Tuten (2014). Creative Strategies in Social Media Marketing, pp.17-22.
Australia and New Zealand Bank (n.d.). ANZ Shareholder Center. [online] [Accessed 5 Oct.
2017].
Clarke (2010). Social media. Ottawa.
Cook (2017). How Social Media Strategy Benefits from Pinterest [online] [Accessed 5 Oct.
2017].
Evan, L. (n.d.). How to Create a Social Media Marketing Plan in 6 Steps. [online] [Accessed 5
Oct. 2017].
Foller.me (2017). Twitter Analytics by Foller.me. Available at: https://foller.me/anz_au
[Accessed 5 Oct. 2017].
Griffis (2016). 5 Surprising Reasons to Reconsider Google+ for Marketing. [Accessed 5 Oct.
2017].
Likealyzer (2017). A report on ANZ Australia. Available at:
https://likealyzer/report/ANZAustralia [Accessed 5 Oct. 2017].
Loras, Litsa, Richards, Vivo, and Boyd. (2015). ANZ Uses Instagram to Target a New
Generation of Banking Customers. [online] [Accessed 4 Oct. 2017].
Marks, J. (2015). How New Zealand Brands Are Performing on Social Media. [online]
[Accessed 4 Oct. 2017].
Quintly (2017). An analysis of ANZ_AU. [online] [Accessed 5 Oct. 2017].

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Simply measured (2017). An analysis of ANZ Australia. Available at:
https://viewer/24nlhj2p63qx97rhhsz7btsz9524ez/2631788#/Scorecard [Accessed 5 Oct.
2017].
Social bakers (2017). Bank Facebook stats in Australia. [online] Available at:
https://www.socialbakers/statistics/australia/brands/finance/bank/ [Accessed 5 Oct.
2017].
Tweet reach (2017). An analysis of ANZ_AU Available at: https://tweetreach /19922637
[Accessed 5 Oct. 2017].
Vijay (2016). Find out how ANZ is Minting Engagement on Social Media. [online]. [Accessed 4
Oct. 2017].