Best Buy (Community 2.0 Conference)

Best Buy’s Social Media Engagements Gina Communities, Manager ECC Social Media Strategist

Best Buy: Multi-Brand, Multi-Channel 1,098 United States locations • Best Buy, Best Buy Mobile, Geek Squad • Magnolia Audio Video • Pacific Sales Kitchen & Bath Centers 198 Canadian locations • Future Shop - 139 • Best Buy & Best Buy Mobile – 58 & 3 Chinese locations • Five Star Appliance - 167 • Best Buy China - 6 Fortune 56 2,465 European locations • The Carphone Warehouse $40B Revenue Websites & Contact Centers 150,000 Employees 2

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

Actually, We Embrace Social Media

Power of Social Media Tweet, tweet!

Best Buy’s Social Media Engagement Increasing Spending Loyalty Insights Decreasing Support Costs Social Media Engagements • Forums • Twitters • Blogs • Videos

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 Connectors Blueshirts Geek Squad Agents

Adventures from the Forum

Influencing Sales

Video • Weekly video – Best Buy news – Product spotlight • Bestbuy.com video reviews • Best Buy Customers http://tiny.cc/BBYCustomers • Best Buy Employees: http://tiny.cc/BBYEmployees http://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 Supporting Listening Innovating “Successful innovation only happens when you listen. At Insignia, our customers inspire the products we create.”

@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

Brand Recovery • Scanning the blogosphere, seeking out customers we can assist From Negative To Positive

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

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Best Buy (Community 2.0 Conference)

by Gina Debogovich on May 14, 2009

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Best Buy (Community 2.0 Conference) — Presentation Transcript