Bb 2009
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  • 1. Best Buy’s Social Media Engagements Gina Communities, Manager ECC Social Media Strategist
  • 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. 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. Power of Unfiltered Communication
  • 5. Power of Unfiltered Communication
  • 6. Actually, We Embrace Social Media
  • 7. Power of Social Media Tweet, tweet!
  • 8. Best Buy’s Social Media Engagement Increasing Spending Loyalty Insights Decreasing Support Costs Social Media Engagements • Forums • Twitters • Blogs • Videos
  • 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. 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. Adventures from the Forum
  • 12. Influencing Sales
  • 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. 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. Twitter Example
  • 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. @15 – Empowering Teens
  • 18. Facebook - Campaign Alignment
  • 19. Making Your Own Best Buy Best Buy’s Remix – open API
  • 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. Brand Recovery• Scanning the blogosphere, seeking out customers we can assist From Negative To Positive
  • 22. Employee Knowledge
  • 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. Questions?GinaManager, Communities / Social Media StrategistCreating meaningful communication in a virtual worldMy blog: forums.bestbuy.comMy Twitter: twitter.com/Gina_BestBuy