1. FROM PRODUCTS TO
CONVERSATIONS
A Case Study of Best Buy | Aaron M. Miller

2. Brand love

3. Frustration

4. Employees

5. It keeps growing

6. Participate or
Ignore?

7. We must evolve
Brad Anderson, former Best Buy CEO, October 2008

8. From products to relationships

9. But this
ain’t easy.

10. How to structure?

11. How to manage employees?

12. Effect on managers?

13. Effect on managers?

14. When is it too much?

15. How to scale globally?

16. Best Buy tells us that...
Dedicated social media teams are important
The best approaches foster two-way symmetrical
communications
Policies are important to implement, but culture is more
important

17. The future?
Characteristics of Crowd-driven
Brand Management
1) Requires social media engagement.
2) Relies on many interactions initiated
by many brand advocates, such as
employees.
3) Most interactions are between one
advocate and one consumer, but
viewable by the public.
4) All interactions are archived for future
searching.
5) The mass volume of interactions
minimizes the occasional negative
brand representation.
6) Experiments and mistakes are OK;
transparency is key.
7) Requires a strong organizational
culture to train employees to “do the
right thing” on their own.