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Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring

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An overview of Online Reputation Management (ORM) using Bunnings Hardware as a case Study

An overview of Online Reputation Management (ORM) using Bunnings Hardware as a case Study

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  • 1. Bunnings and Big DataAug 11
  • 2. iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutionsKINSHIP Overview
  • 3. Agenda•  The Power of Social Media•  Who is KINSHIP?•  KINSHIP Solutions•  Bunnings Warehouse•  Partners•  Customers•  Founders of KINSHIP Group
  • 4. 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
  • 5. Company Overview5KINSHIP  digital  is  a  social  media  consultancy  that  specialises  in  understanding,  developing  and  protec9ng  its  clients’  reputa9on,  brands,  businesses  and  people  in  Social  Media.    
  • 6. iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutionsCORE  VALUES  REMAIN  THE  SAME  
  • 7. 1.  Commitment: We care deeply about our employees, our customers, ourpartners and our community. Our word is our commitment and we will alwaysact with integrity and transparency.2.  Creative Passion: Dedication and devotion are at the heart of every greatidea and we value creativity, not just productivity.3.  Relentless: An unparalleled focus on the success of our customers; alwaysworking to co create value. The customer experience is at the centre ofeverything we do.4.  Inspiration: Our greatest asset is our exceptional talent with a bias foraction. The ability to see solutions no one else sees, to dream of innovations noelse 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
  • 8. OPERATIONAL  EXCELLENCE  INTERNAL(employees)EXTERNAL(customers, partners, media)THE SOCIAL BUSINESSSALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACKCOMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTIONCOLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENTPROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACYSOCIAL  BRAND  1243The Stakeholder Ecosystem 
 Value Creation Model

  • 9. 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, andwhat’s being said?•  Do you have an accurate, comprehensive and up-to-the-minute viewof what your competitors are up to? 9
  • 10. •  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 timeSocial  Media  Monitoring  Services  
  • 11. 10 Days @ Bunnings
  • 12. Demographics
  • 13. •  Buzz  Graph  reflects  key  words  •  All  Channels  
  • 14. KeyConversations•  Key  Conversa9ons  •  All  Channels  
  • 15. Sentiment
  • 16. Sentiment:Negative•  Nega9ve  Conversa9ons  •  All  Channels  
  • 17. Sentiment:Positive•  Posi9ve  Conversa9ons  •  All  Channels  
  • 18. TopBrandInfluencers:
Twitter•  Most  Influen9al  •  In  TwiSer  •  Detailed  analysis  of  @rebeccamezzino  on  next  slide  
  • 19. Who is Rebecca?
  • 20. TopBrandInfluencers:
Blogs•  Most  Influen9al  •  In  Blogs  
  • 21. TopBrandInfluencers:
Forums•  Most  Influen9al  •  In  Forums  
  • 22. TopBrandInfluencers:
TraditionalNews•  Most  Influen9al  •  In  Tradi9onal  News  
  • 23. Bunnings versus Competitors
  • 24. Bunnings by keyword•  Examining  Bunnings  data  by  keywords  •  Staff  =  staff  OR  assistant  OR  help  OR  service  
  • 25. Examining“Staff”
conversations•  Examining  Bunnings  data  by  Staff  •  Staff  =  staff  OR  assistant  OR  help  OR  service  •  All  Channels  
  • 26. BrandProfanity
inFacebook
  • 27. BrandProfanity
inTwitter
  • 28. Youtube (Bunnings & other)
  • 29. Deepdive – Youtube Planking
  • 30. 10Days@Mitre10
  • 31. Advice for BunningsØ  Start ListeningØ  Assess and Research Social Channels (8 pointFramework):–  Develop SWOT–  Develop Social Strategy and business case–  Implement Social Tactics within Managed Community–  ParticipateØ  Develop “owned” Social Community
  • 32. KINSHIP’s8PointSocial
BusinessFrameworkAssess  Strategise  Create  Par9cipate  Share  Engage  Protect  Monitor  Social  Business  Framework  
  • 33. 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  
  • 34. Different ObjectivesRela9onships   Business  Objec9ve  Common  Ac9vity   Rela9onships  Primary  Purpose  Social  Networks   Online  Communi9es  Primary  Enabler  
  • 35. Customer-Driven SupportDeliver  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  
  • 36. Many Social Tools Available TodayAuthor(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  
  • 37. Regular  interac8on  among  members  who  are  united  by  a  common  interest  allows  for  rela8onships  to  be  formed  Bunnings Communities EnableRelationships Member  to  Member    Collabora8on    Owned  Communi8es  
  • 38. 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
  • 39. Our Partners
  • 40. Our Customers
  • 41. iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutionsThe  Founders  of  KINSHIP  •  All  Cerfied  Strategists  in  Social  Media  •  All  have  more  than  20  years  business  experience  in  IT  and  industry  

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