bunnings big social data analysis [aug 2011] media monitoring

Bunnings and Big Data Aug 11

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

KINSHIP Overview

Agenda

•  The Power of Social Media •  Who is KINSHIP? •  KINSHIP Solutions •  Bunnings Warehouse •  Partners •  Customers •  Founders of KINSHIP Group

The Power of Social Media •  Social Media is disruptive •  Social Media is dynamic •  Social Media changes everything for a business

•  Sales, Marketing, Service •  Human Resources •  Product Management •  Channels •  Processes •  Organisational Models

Company Overview

5

KINSHIP  digital  is  a  social  media  consultancy  that  specialises  in  understanding,  developing  and  protec9ng  its  clients’  reputa9on,  brands,  businesses  and  people  in  Social  Media.    

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

CORE  VALUES  REMAIN  THE  SAME  

1.   Commitment: We care deeply about our employees, our customers, our partners and our community. Our word is our commitment and we will always act with integrity and transparency.

2.   Creative Passion: Dedication and devotion are at the heart of every great idea and we value creativity, not just productivity.

3.   Relentless: An unparalleled focus on the success of our customers; always working to co create value. The customer experience is at the centre of everything we do.

4.   Inspiration: Our greatest asset is our exceptional talent with a bias for action. The ability to see solutions no one else sees, to dream of innovations no else conceives, and to create a future no one else can.

 Kinship  places  its  mission  as  "building  successful  social  enterprises"  for  its  clients  and  pledges  to  use  these  values  to  guide  that  mission.    

@Michae1Green"

Our Values

OPERA

TIONAL  

EXCE

LLEN

CE  

INTERNAL (employees)

EXTERNAL (customers, partners, media)

THE SOCIAL BUSINESS

SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK

COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION

COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT

PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY

SOCIAL  BRA

ND  

1

2

4

3

The Stakeholder Ecosystem Value Creation Model

Take control. Succeed. Lead. It’s time to ask more of your Social Media.

•  Is your Social strategy actively increasing the value of your business? •  Is it measureable? Predictable? Responsive? •  Do you know exactly what’s working, and what isn’t? •  Do you have a clear view of who’s talking about your business, and

what’s being said? •  Do you have an accurate, comprehensive and up-to-the-minute view

of what your competitors are up to?

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•  All social data streams •  Drilldown analysis •  Sentiment analysis •  Comparative Analysis •  Drilldown to influencers •  Drilldown to sources •  Slice and dice •  Periodic reporting –

weekly, bi weekly, monthly, real time

Social  Media  Monitoring  Services  

10 Days @ Bunnings

Demographics

•  Buzz  Graph  reflects  key  words  

•  All  Channels  

Key

Conv

ersa

tions

•  Key  Conversa9ons  •  All  Channels  

Sent

imen

t

Sent

imen

t: N

egat

ive

•  Nega9ve  Conversa9ons  

•  All  Channels  

Sent

imen

t: Po

sitiv

e

•  Posi9ve  Conversa9ons  

•  All  Channels  

Top

Bran

d In

fluen

cers

: Tw

itter

•  Most  Influen9al  •  In  TwiSer  •  Detailed  analysis  of  

@rebeccamezzino  on  next  slide  

Who is Rebecca?

Top

Bran

d In

fluen

cers

: Bl

ogs

•  Most  Influen9al  •  In  Blogs  

Top

Bran

d In

fluen

cers

: Fo

rum

s

•  Most  Influen9al  •  In  Forums  

Top

Bran

d In

fluen

cers

: Tr

aditi

onal

New

s

•  Most  Influen9al  •  In  Tradi9onal  News  

Bunnings versus Competitors

Bunnings by keyword

•  Examining  Bunnings  data  by  keywords  

•  Staff  =  staff  OR  assistant  OR  help  OR  service  

Exam

inin

g “S

taff”

con

vers

atio

ns •  Examining  

Bunnings  data  by  Staff  

•  Staff  =  staff  OR  assistant  OR  help  OR  service  

•  All  Channels  

Bran

d Pr

ofan

ity

in F

aceb

ook

Bran

d Pr

ofan

ity

in T

witt

er

Youtube (Bunnings & other)

Deepdive – Youtube Planking

10 D

ays

@ M

itre

10

Advice for Bunnings

Ø Start Listening Ø Assess and Research Social Channels (8 point

Framework): –  Develop SWOT –  Develop Social Strategy and business case –  Implement Social Tactics within Managed Community –  Participate

Ø Develop “owned” Social Community

KIN

SHIP

’s 8

Poi

nt S

ocia

l Bu

sine

ss F

ram

ewor

k

Assess  

Strategise  

Create  

Par9cipate  

Share  

Engage  

Protect  

Monitor  

Social  Business  

Framework  

Par8cipa8ng  Listening,  establishing  reputa9on  (I’m  one  of  you)  

Managed  Listening,  suppor9ng,  building  reputa9on,  marke9ng  

The  Social  Ecosystem  

Owned  Listening,  suppor9ng,  building  rela9onships,  collabora9ng  

External  Communi9es  

Closed  Network  

Internal  Communi9es  

Copyright  2011  Telligent.  All  rights  reserved.  

Example:  customer  communi9es  

Example:  channels,  members  

Example:  Intranets,  communi9es  of  prac9ce  

Wikis  

Different Objectives

Rela9onships   Business  Objec9ve  

Common  Ac9vity   Rela9onships  

Primary  Purpose  

Social  Networks   Online  Communi9es  

Primary  Enabler  

Customer-Driven Support

Deliver  beBer  customer  service  experiences  • Deliver  support  to  customers  wherever  they  are,  at  any  9me  

•  Iden9fy  dissa9sfied  customers  quickly  and  take  ac9on  •  Simplify  online  search  while  improving  SEO  

 Increase  support  efficiency  &  scalability  •  Increase  agent  produc9vity  with  community-­‐generated  content  

• Communicate  service  updates  in  real  9me  across  channels  •  Empower  “super  users”  to  deliver  help  to  peers  online  Advance  product  idea8on  &  monitor  service  performance  • Crowd  source  ideas  and  acknowledge  customer  contribu9ons  

• Uncover  vola9le  topics  and  measure  sen9ment  • Monitor  the  impact  of  employee  engagement  

Many Social Tools Available Today

Author(s)  write  ar9cles  Users  comment  to  author  

Engagement  focus:  On  the  author  

Variety  of  people  edit  the  content  of  a  single  piece  of  content  

Engagement  focus:  On  the  content  

Variety  of  people  publish  comments  on  specific  topics  or  ques9ons  Engagement  focus:  On  the  topic  

Individuals  publish  files,  picture,  or  video  for  users  to  comment  on  

Engagement  focus:  On  the  media  

Individually,  these  tools  do  not  equal  community  

Regular  interac8on  among  members  who  

are  united  by  a  common  interest  

allows  for  rela8onships  to  be  

formed  

Bunnings Communities Enable Relationships

Member  to  Member    Collabora8on    

Owned  Communi8es  

Potential Value of Social Intelligence

•  Crisis Management •  Reputation Management •  Project Monitoring •  Improve customer service •  Competitor intelligence •  Partner intelligence •  Improve product and service development •  Improve target marketing •  Grow revenue •  Deflect costs •  Improve Customer Loyalty •  Policy or initiative review

Our Partners

Our Customers

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

The  Founders  of  KINSHIP  

•  All  Cer'fied  Strategists  in  Social  Media  •  All  have  more  than  20  years  business  experience  

in  IT  and  industry