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Best Buy’s Social Media Engagements

GinaCommunities, Manager

ECC Social Media Strategist

Best Buy: Multi-Brand, Multi-Channel

•Best Buy, Best Buy Mobile, Geek Squad

•Magnolia Audio Video

•Pacific Sales Kitchen & Bath Centers

1,098 United States locations

•Future Shop - 139

•Best Buy & Best Buy Mobile – 58 & 3

198 Canadian locations

•Five Star Appliance - 167

•Best Buy China - 6

Chinese locations

•The Carphone Warehouse

2,465 European locations

Websites & Contact Centers

2

Fortune 56

$40B Revenue

150,000 Employees

Social Media Engagement

• Goal: Showcase Best Buy as a concerned and connected retailer through online community relationships

• Theme: How to get the Best out of Best Buy

• Objectives: – Fulfill brand promises of Trusted Perspective for Inspired Living

– Educate customers about technology and life integration

– Decrease customer’s technology-related stress

– Drive online product discussions

Power of Unfiltered Communication

Power of Unfiltered Communication

Actually, We Embrace Social Media

Power of Social Media

Tweet, tweet!

Best Buy’s Social Media Engagement

Social Media Engagements

• Forums

• Twitters

• Blogs

• Videos

Decreasing

Support Costs

Increasing

Spending

Loyalty

Insights

Bringing People to Bestbuy.com

My Web 2.0 Expo Keynote: until Best Buy adds people to its website our jobs are not done - Robert Scoble 3/31/09

“When I go to BestBuy.com, what do I see? No people. Web 2.0 hasn’t reached BestBuy’s headquarters yet.”

Our Store’s Community Involvement: Relay for Life, Kids in Distress, March of Dimes, AIDS Walk, Kids Ecology Corp, GLCC of South Florida, Breast Cancer Walk

Bilingual Community Forums

Decrease support costs

Drive product discussion

Gain insights

Bring the power of our people to

the internet

Community ConnectorsBlueshirts

Geek Squad Agents

Adventures from the Forum

Influencing Sales

Video

• Weekly video

– Best Buy news

– Product spotlight

• Bestbuy.com video reviews

• Best Buy Customershttp://tiny.cc/BBYCustomers

• Best Buy Employees: http://tiny.cc/BBYEmployeeshttp://ourstories.iambestbuy.com/

• Best Buy Leadership: http://tiny.cc/BBYLeaders

Twitter

• English– Gina_BestBuy – news, information, support

– BBY_Community – news, information, support

– RewardZone – deals, support

– BestBuy_Outlet - deals

• Spanish– BBY_Comunidad – news, information, support

• French– BBY_Communaute – news, information, support

• Best Buy Connect– Aggregates employees Twitters: http://bestbuyinc.com/connect/

Twitter Example

Insignia – Ideas Into Action

“Successful innovation only happens when you listen. At Insignia, our customers

inspire the products we create.”

Innovating

Listening

Supporting

@15 – Empowering Teens

Facebook - Campaign Alignment

Making Your Own Best Buy

Best Buy’s Remix – open API

Transparency

• Blog: Kathleen Edmond, Best Buy’s Chief Ethics Officer“By making ethics a completely transparent dialogue, Best Buy can be a leader in ethical standards for our employees, our customers, and our shareholders. Please feel free to join the conversation.” http://www.kathleenedmond.com– Discussion transparency ethical challenge Best Buy deals with

– Asks questions of the community to hear its voice• Recent Topic

– Employee Falsified Time Records for His Peer

– Feeling Like They Were Out of Choices

– Best Buy Wins Ethics Award

– Sexting

• Does Best Buy as a retailer of mobile phones have a social responsibility to customers to inform them of the risks of this practice?

– Employee Returns Vendor Gift to Store

– Supervisor Takes Massive Discounts

– Manager Terminated

– Conspiracy and kickbacks at Best Buy

From Negative

To Positive

Brand Recovery

• Scanning the blogosphere, seeking out customers we can assist

Employee Knowledge

Internal Communities

• Best Buy– Watercooler

• 1.2m posts to date• Discount issue – 26 pages deep

– Mix– Wiki

• Contact Centers– VoiceBox– VoiceBox 2.0

• Geek Squad– Geek Squad Forums

Questions?

Gina

Manager, Communities / Social Media Strategist

Creating meaningful communication in a virtual world

My blog: forums.bestbuy.com

My Twitter: twitter.com/Gina_BestBuy