Best Buy (Community 2.0 Conference)
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Best Buy (Community 2.0 Conference)

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Best Buy's Social Media Engagements

Best Buy's Social Media Engagements

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  • Full Name Full Name Comment goes here.
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  • Yes fabulous coverage of the totality of BB's impressive efforts (well, up to that time). What does surprise me is that is has only 1692 views and 1 comment. For something so much on the leading edge of social media for business I thought that there would have a much larger interest. I guess it's been posted elsewhere.
    Gina: how does BB coordinate all these efforts organizationally? For example to ensure the right cross-function actions are consistent, and escalate when needed?

    Walter @g2m
    Social Media Academy, Australia
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  • This is great! We are using this as an example of how a mix Social Media can greatly increase interaction with customers and increase overall sales. Do you by chance have any numerical results you could share?
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Best Buy (Community 2.0 Conference) Best Buy (Community 2.0 Conference) Presentation Transcript

  • 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
  • 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