best buy (community 2.0 conference)
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Best Buy's Social Media EngagementsTRANSCRIPT
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
• 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