Andy Hadfield

Izimvo is honoured to introduce Online Strategist at First National Bank, Andy Hadfield.

Andy, who is currently responsible for First National Bank’s personal banking digital strategy, co-launched www.gAL.co.za while studying communications at UCT. The site, which become the largest national student portal, is considered by some to be South Africa’s first social network.

Andy has also spent 4 years as the COO of The Virtual Works where he pioneered South Africa’s first niche social network for designers, www.designmind.co.za.

Website: http://www.andyhadfield.com
Twitter: http://twitter.com/andyhadfield
Location: Johannesburg

Andy was kind enough to answer the following questions for us:

Personal

Q: The all important personal profile. How would a close friend introduce you at a social event? i.e. Name, age, company, interesting fact etc.

A: This is Andy, he looks older than he actually is. I don’t quite know what he does – but it’s got something to do with the web. He likes beer, buy him one…

Q: Tell us something that not many others know about you. This could be anything from a phobia to your favorite movie.

A: I’m a devastating leg spinner. Sometimes devastating to the batsmen, other times to the score line. Our team, The Fine Legs, challenge for greatness every Saturday in the Joburg Last Man Stands T20 league.

Q: What do you enjoy doing when you want to get away from it all?

A: Unplugging. It’s so important to get out of the city when you can – go hiking, biking, sailing, diving… If you’re stuck in the city, do what most immigrant Gautengers do, support the Stormers!

Q: How would you describe your dream home and where in South African would you like it to be?

A: I’m really loving Joburg at the moment, and will probably be around for a good couple of years to come. Dream home? It’s probably a combo. I’ll forgo the R20 million mansion for a luxury flat in Joburg, Cape Town and a small holiday house in the Eastern Cape. Best of all three worlds.

This question was proudly sponsored by Private Property

Banking in South Africa

Q: When you joined First National Bank, your were tasked with driving digital adoption in the personal banking segment. How have you found working for a large corporate and what are the biggest obstacles facing you in meeting your objectives?

A: I’ve actually been blown away by how much fun I’ve had at FNB. No lies, I thought I’d struggle inside a corporate structure, but First Rand as a group has an (wait for it, the last word you’d probably expect) extremely entrepreneurial culture. It’s a bunch of businesses inside a mother brand – driving hard to deliver great products to the customer. Inside that, it’s really easy to get ear-time for the channel of the future.

In terms of obstacles, I’ve been lucky to work with bunch of really visionary people. From the Online and Mobile teams to the Product Houses – obstacles aren’t really the biggest worry in my life at the moment.

If anything, it’s been trying to convince people that while digital platforms aren’t delivering the “real numbers” at the moment – they will be the sales destination of the future. We’d better prepare now, make our mistakes, bump our heads and get our internal people excited so we’re ready when the floodgates open.

Q: South African’s have a love-hate relationship with their banks. What are some of the ways that you are trying to address this using social media?

A: Doesn’t FNB have just the greatest strap line in the world? How Can We Help You? Social media is just a logical extension of this brand positioning. We try help people. Openly. Honestly. And with a bit of FNB flair.

Q: Do you use social media as just a customer acquisition and retention tool or just another marketing channel?

A: Not a marketing channel yet. You have to be so careful. Social media is that conversation you used to have around a braai on the Sunday, brought online. Who likes the guy who rocks up at the Sunday braai to sell Amway?

Social media is about engagement above all else. As a company, you will sell more and retain more customers if you build valued relationships with them. Building online relationships is about open conversation, not pushing marketing messages.

That said, there is a space to build marketing messages to opt-in communities that are targeted and relevant. The trick is always relevance…

Q: What are your predictions for how companies such as FNB will use social media 5 years from now?

A: FaceBook was only invented 6 years ago. I’d be silly to even suggest I can imagine where the Internet will go in 5 years time.

FNB has always been fairly on top of the adoption curve – so if I had to hazard a guess – I’d go with more contact points via more channels and providing faster turnaround times. Brands will become conversation hubs in the social space. You’ll either be in the centre of that conversation, or on the outskirts.

Q: What advice would you offer to companies who have not yet started using social media?

A: Don’t. Listen first. Do a whole lot of listening. There is a conversation going on out there that is loud, vociferous, skewed to a certain population group, valuable and also downright worthless. You’ve got to understand what people are saying and the context of that conversation before even venturing down this path.

We truly understood the future scope of the social sphere by doing a Twitter search of the term “FNB”. Bearing in mind that Twitter is a micro community of SA’s privileged Internet users, it’s frightening to see the level of conversation going on. It’s exciting to see what kind of marketing intelligence you can gather from that conversation.

Once you’ve listened, listen some more, and only then venture forth. Start a conversation with a customer. You’ll be amazed at the warmth you can generate when you help someone. You’ll be more amazed at how these conversation shape your products and services as they develop.

Life in South Africa

Q: Have you or any of your immediate family been affected by crime? If yes, has it changed your perception of the country and the way you and your family live your lives?

A: I’ve lived in a crime bubble – and it scares me. Couple of minor break-ins is about the sum total of it. I do remember a shoot out in my street, but again, I was behind two brick walls and tweeting as opposed to being in any grave danger.

It really worries me how I’d react if myself or my family was a victim of violent crime. I know it happens and I know it’s out there – it’s all the media talk about these days. But until it happens to you…

Sad, really.

I think South Africa’s number one priority in the next 10 years should be PR. We need to fix those base economic factors that cause crime, and while we’re fixing them, shout it to the world. Some ghettos in America will make Hillbrow look like a picnic, yet tourists flock there without a predetermined destiny of death.

PR.

Now.

Q: Have you ever considered emigration? If yes, where do you think you would emigrate to?

A: Not seriously enough to have considered a country. Perhaps a beach bar in Zanzibar? I kid… South Africa’s way too much fun to leave.

Q: If you were given the opportunity of sitting down with the president, what advice would you offer him?

A: Make decisions and be a strong leader. South Africa seems to like you. You’re a personable chap with a funky Umshini Wam thing going. We like that – it fits with our African style.

Keep the flair, but now take sides, make decisions, get your house in order and move us forward. Be the link between the personality of Mandela and the policy of Mbeki. And seriously, I know Malema diverts attention away from you, but the guy needs a good spanking.

Q: To which three attractions would you first take an international visitor?

A: Strandloper, the beach restaurant in Melkbos, Cape Town.

Any game farm in Joburg. Long, boozey game drive as the sun goes down.

Soccer City. Chiefs vs Pirates makes Man U / Chelsea look like a garden party.

Life in Johannesburg

Q: What do you most enjoy about living in Johannesburg?

A: The people and the weather. Joburg weather beats even Plett (IMHO) and the people are amazing – driven, friendly and always willing to do stuff. It takes an earthquake to get a Capetonian to drive more than 8km, while Jozi folk will pop out to Krugersdorp for a quick round of golf without blinking.

Joburg. Stuff happens.

Q: Favorite restaurant for dinner out with a group of friends?

A: Kong Roast, just off Witkoppen in Fourways. It’s Kong (Asian) and Roast (Western) – two completely different restaurants designed inside the same space. Amazing food, brilliant service and an interesting view over the Lonehill pond!

Q: Who make Johannesburg’s best breakfast?

A: Chocolat Cafe, Cedar Square, Fourways. And that Gingerbread Coffee ain’t half bad either.

Q: Which are your favorite venues on or around Johannesburg for a quick weekend getaway?

A: Mabalingwe. It’s a beautiful private game farm with a golf course tacked on the end. My rubbish handicap was adversely affected by an amorous ostrich. Where else can you get that?

If I’ve got the opportunity to go a bit further out, it would have to be a diving site. 75% of the world is underwater. I’ve got a lot of exploring to do.

General

Q: If you could invite any 3 South Africans to dinner, who would you invite and what would you serve?

A: Julius Malema, Graeme Smith and Mark Shuttleworth. Love ‘em or hate ‘em, the guest list puts politics, leadership and technology at the same table. Graeme has the English Test Series so he’ll be on boiled chicken, but prawns and a fine Ernie Els red for the rest of us.

Q: Favorite South African sporting moment of the last 10 years?

A: The Protea’s Test Victory over Australia in Australia. Possibly the greatest Test Series across the world in the last 10 years. It was the perfect mix of grit and heroism, balanced teams and edge of the seat excitement. It put Test Cricket back on the map in a big way.

Where were you when JR died? Where were you when 9/11 happened? Where was I when JP Duminy went to 150 and Dale Steyn was staring down the barrel of a test century!?

Q: One book that you would make required reading for all matric pupils?

A: A Million Little Pieces by James Frey. I don’t care that he made it up. So it’s fiction and he cheated on the marketing. It remains one of the most inspired and intense novels I’ve ever had the “pleasure” of experiencing. This isn’t an anti-drug book, it’s a pro-living book. Kids need to read this stuff.

Q: Where would you like to wake up tomorrow?

Q: At home, with my wife. Perhaps the cats (Dexter & Phoebie) can be there too.

Q: Who would you most like to read about on Izimvo?

A: I’d like to see the unsung heroes of South Africa getting their 15 seconds of web fame: the innovators within Government, the leaders within Education and just about anyone who’s trying to make a difference to this beautiful country of ours.

We’d like to thank Andy for taking the time to answer our questions and wish him every success for the future.