Standard Bank connects staff

Johannesburg, 17 Jul 2009

Big four bank Standard Bank has created a social networking site for its 50 000 staff members in 33 countries.

The site, BlueConnection, was unveiled in SA yesterday and incorporates elements of Facebook and Twitter, which have been combined into one platform for the exclusive use of the bank's staff.

The site is a global collaboration tool that allows staff to connect with each other, regardless of where they are. “These connections can be based on any aspect of the business or social affiliation where employees have a shared interest,” says Bellinda Carreira, senior manager of online and direct marketing at Standard Bank.

Development of BlueConnection was driven by the opportunity to support implementation of the bank's business strategy and its first global advertising campaign, she says, which will be seen from today in about 30 countries.

“BlueConnection has been launched to support a clear objective to move the organisation forward through making the right connections. Social media platforms are proving to be wonderful innovations, but in our case we had to be sure that we adopt new technology for more than its own sake,” says Carreira.

The tool is open to all of the bank's staff and contractors, who have access to a Web connection or a WAP-enabled cellphone. It can be accessed from work or home. It also incorporates profile photographs, to put a face to the comments made by employees.

Go live

BlueConnection went live in mid-June and, so far, 38 650 employees have been loaded, with 11 972 having registered and begun using the platform.

There are already 3 214 users who actively engage on the platform every day. Traffic on the BlueConnection site has risen steadily since launch, with over 28 200 messages, or chirps, posted by 14 July.

Use of BlueConnection extends to the highest management levels of Standard Bank. Early adopters include group CE Jacko Maree and deputy CEs Peter Wharton-Hood, Ben Kruger and Sim Tshabalala.

Other users include Clive Tasker, CE of Standard Bank Africa; Peter Schlebusch, CE of Personal and Business Banking SA; and Sarah-Anne Orphanides, group marketing and communications director.

Carreira says Tequila, the digital arm of the advertising TBWA group, Standard Bank's mobile and social media agency Brandsh Media, and MannMade Media planned and executed the strategy to develop the BlueConnection social media site.

Brandsh and Tequila designed, developed and implemented BlueConnection using open source content management system Drupal. AquaOnline is responsible for hosting the site externally, as well as for the site monitoring, maintenance and response times.