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Best Buy’s Social Media Engagements                    Gina            Communities, Manager           ECC Social Media Str...
Best Buy: Multi-Brand, Multi-Channel                     1,098 United States locations                     • Best Buy, Bes...
Social Media Engagement• Goal: Showcase Best Buy as a concerned and  connected retailer through online community  relation...
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             ...
Bringing People to Bestbuy.comMy Web 2.0 Expo Keynote: until Best Buy adds people to itswebsite our jobs are not done - Ro...
Bilingual Community Forums                                   Decrease                                 support costs       ...
Adventures from the Forum
Influencing Sales
Video• Weekly video   – Best Buy news   – Product spotlight• Bestbuy.com video reviews• Best Buy Customers  http://tiny.cc...
Twitter• English  –   Gina_BestBuy – news, information, support  –   BBY_Community – news, information, support  –   Rewar...
Twitter Example
Insignia – Ideas Into Action                                                    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,...
Brand Recovery• Scanning the blogosphere, seeking out  customers we can assist         From Negative                      ...
Employee Knowledge
Internal Communities• Best Buy  – Watercooler     • 1.2m posts to date     • Discount issue – 26 pages deep  – Mix  – Wiki...
Questions?GinaManager, Communities / Social Media StrategistCreating meaningful communication in a virtual worldMy blog: f...
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Bb 2009

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Best Buy Social Media Strategy

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Transcript of "Bb 2009"

  1. 1. Best Buy’s Social Media Engagements Gina Communities, Manager ECC Social Media Strategist
  2. 2. 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 $40B Revenue • The Carphone Warehouse Websites & Contact Centers 150,000 Employees 2
  3. 3. 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
  4. 4. Power of Unfiltered Communication
  5. 5. Power of Unfiltered Communication
  6. 6. Actually, We Embrace Social Media
  7. 7. Power of Social Media Tweet, tweet!
  8. 8. Best Buy’s Social Media Engagement Increasing Spending Loyalty Insights Decreasing Support Costs Social Media Engagements • Forums • Twitters • Blogs • Videos
  9. 9. Bringing People to Bestbuy.comMy Web 2.0 Expo Keynote: until Best Buy adds people to itswebsite 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’treached 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
  10. 10. Bilingual Community Forums Decrease support costs Drive product discussion Gain insights Bring the power of our people to the internetCommunity Connectors Blueshirts Geek Squad Agents
  11. 11. Adventures from the Forum
  12. 12. Influencing Sales
  13. 13. 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
  14. 14. 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/
  15. 15. Twitter Example
  16. 16. Insignia – Ideas Into Action Supporting Listening Innovating“Successful innovation only happens when you listen. At Insignia, our customers inspire the products we create.”
  17. 17. @15 – Empowering Teens
  18. 18. Facebook - Campaign Alignment
  19. 19. Making Your Own Best Buy Best Buy’s Remix – open API
  20. 20. 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
  21. 21. Brand Recovery• Scanning the blogosphere, seeking out customers we can assist From Negative To Positive
  22. 22. Employee Knowledge
  23. 23. 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
  24. 24. Questions?GinaManager, Communities / Social Media StrategistCreating meaningful communication in a virtual worldMy blog: forums.bestbuy.comMy Twitter: twitter.com/Gina_BestBuy
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