Wells Fargo Facebook App Makes Product Easy to Access … and Social
Customers of Wells Fargo have the option to customize their debit and credit cards with a photo or image of their choice. While it’s a nice feature, and one that several other issuers offer their customers, it’s easy to see how it could be shelved by a busy customer who may not take the time. But what if it were not only fun to do but also accessible in a place customers spend lots of time?
Enter the Wells Fargo’s Card Design Studio, an app housed on the bank’s Facebook page, where users design two cards and then ask their friends to vote on the one they like best. In seeking opinions on their card designs, customers make their friends aware of at least two things: I am a Wells Fargo customer, and Wells Fargo personalizes its products for me. In other words, use of the app turns customers in word-of-mouth marketers for the bank and its products.
The initiative helps Wells Fargo break out of traditional card design offerings and into crowdsourcing, a social media tactic we’ve seen work well, not only for personalized card designs but also for gaining consensus on single-card designs.
Take-away #1: Make products and services available where customers spend their time
Wells Fargo gave customers access to a product feature in a very popular place: Facebook. The move not only made it easy for customers, but also boosted the offerings’ visibility.
Take-away #2: Social marketing is fun for customers and beneficial for banks
Adding the opportunity for friends to vote on card design added a fun factor for customers, and by sharing their requests for votes, customers spread awareness of Wells Fargo throughout their social networks.
