Speaking at Cebit Mr Ridley said; 'The revolution isn't a digital revolution, it's the power to connect.'
It was that facility to connect with individuals that led NAB to first launch its 'breakup' marketing campaign through a 'planted tweet' according to Chris Smith, general manger digital at NAB's direct banking. After the viral kick-off the campaign transferred to traditional media and is being held largely responsible for a 20 per cent increase in transaction accounts and 20 per cent increase in home loan applications.
Asked about how NAB controlled the negative sentiment about banks on social networks, Mr Smith admitted; 'We get hammered all the time' but that the bank recognised it was important to connect directly with customers.
He said all the banks were similarly engaged and such was the investment in social networks that he encouraged delegates to; 'Use social media when you want to get served by the banks. Everyone's over resourced there.'
Meanwhile the University of Adelaide, which has provided 720 iPads to first year science students is now hoping those students will use social networks to spread the word about the initiative and encourage more young people to apply for the course.