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B O S C H A N D S I E M E N S H O M E A P P L I A N C E S G R O U P
Next Level Social Media Monitoring
Jan Philipp Warp
Head of Social Media Competence Center
Dr. Mark-Steffen Buchele
Managing Director buchele cc GmbH
November 2015
Weniger Bla-Bla, mehr Business Relevanz
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 2
About us | We ♥ white goods!
B O S C H A N D S I E M E N S H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 3
Strategy | Our three core principles
Need to convince the consumers before
every purchase
Consumers need a lot of information to
make a profound buying decision
Willingness to talk about product
experience during honeymoon phase
Consumer Reviews
(1) Focus social media marketing
activities on active evaluation
(2) Trigger positive conversations to
influence other consumers
(3) Avoid negative conversations
through best in class consumer care
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 4
Why are consumer
reviews so important?
CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 5B S H H O M E A P P L I A N C E S G R O U P
Which product would you buy?
1
2
3
© gfpeck | CC BY-ND 2.0
Strategy | Importance of consumer reviews
CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 6B S H H O M E A P P L I A N C E S G R O U P
© gfpeck | CC BY-ND 2.0
Positive rated products
perform 200% better
50+ ratings boost
the effect of a positive average
3
Which product would you buy?
Strategy | Importance of consumer reviews
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 7
We use an integrated approach to generate, handle and leverage consumer reviews:
Consumer reviews | Required capabilities
(4) Leverage
(1) Generate(2) Handle
(3) Monitor & Analyze
Consumer Reviews
external websites own websites
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 8
BSH Social Media
Monitoring Approach
LEVEL
1
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 9
Social Media Monitoring | Data sources
BSH Social Media
Report Bazaar Voice
BSH Rating Suite
…
WIP: Integrated
rating dashboard
…Market DataPerformance
Reviews on
our pages
Reviews on
ext. Pages
Buzz
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 10
Social Media Monitoring | Executive report
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 11
© Jesse Millan | CC BY 2.0
Looks nice, but what’s in it for business?
And what the hell is “social buzz”?
What sales and management think!
Bla-Bla
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 12
BSH
Next Level Report
LEVEL
2
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 13
First step: Clean up and restructure
…a lot of metrics and informations…
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 14
The insights from the social web need to be tailored to the
information need of each internal stakeholder group
CIC
CDT
Risk Mgt.
Sales
CST
CCM
Brand
Customer
Service
Product
Divisions
Quality
Mgt.
CMA
SMO
…
Core tasks and
business needs
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 15
Objectives lead the way: We reflected what (daily) “business“ means…
Brand
Customer
Service
Product
Divisions
Quality
Mgt.
CMA
SMO
Brand Perspective
Social Media
Content & Community
Customer Service
Perspective
Product Perspective
Activate the brand‘s
target group in each
phase of the
decision journey
“Correct“ positioning of
the brand and brand
management
Establish satisfaction with
the service
Ensure satisfaction with
the product
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 16
What “business“ really needs to know regularly to fulfill core tasks…
Brand
Customer
Service
Product
Divisions
Quality
Mgt.
CMA
SMO
Social Media
Content & Community
Customer Service
Perspective
Product Perspective
Brand Perspective
Did we identify and captivate
the ”right“ target group,
and do we address them
regularly?
How do users talk about their brand
experiences?
How is the brand perceived across the web?
Do we have an up-to-date brand?
What risks are there regarding brand
positioning?
How do users talk about
their service
experiences?
How do users talk about their product
experiences?
How can we enhance our existing product
portfolio?
How can we enhance our present products?
Which trending topics can we pick up for
new and further product developments?
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 17
Mixture of Consumer Decision Journey and Levels of Impact
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 18
Target related and defined KPI “sites”
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 19
Target related and defined KPI “sites”
Example
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 20
To build the KPI we use existing data sources
BSH Social Media
Report Bazaar Voice
BSH Rating Suite
…
WIP: Integrated
rating dashboard
…Market DataPerformance
Reviews on
our pages
Reviews on
ext. Pages
Buzz
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 21
Base: Social media posts are classified in terms of all different BSH
perspectives
Classified by
an analyst
Value for money
Product
perspective
P.1 Product-Image
Reliable
Customer Service
perspective
S.1 Service-Image
A.1 Author – Gender
male
Focus: Authors
Who is talking?
A.2 Author – CDJ
Honeymoon phase
B SH H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 22
Product Flaws (PF)
Quick win: Content qualifying and tagging (Bazaarvoice)
Product Suggestions (PS)
Interesting Quotes (INT)
Legal Issues (LI) Spam (SPM) Personal Information (PII)
Service Interaction (CSN) … (25 tags)
Social Care Team
Notification
Service Interaction (CSN)
Workflows
Rules
B SH H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 23
Additional Rating dimensions (Bazaarvoice)
Rating Dimensions
4 sub-ratings per product category
Extended User Profile
Additional information about age, living situation and
level of expertise (cooking) or usage (rest)
Recommendation Score
% of users that would recommend
the product to a friend
Product Divisions
reports
Workflows
rules
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 24
Business Relevance is Next Level Reporting
Social Media Monitoring
Business Reporting via objective related KPIs and Indicators
Reports & Dashboards
LEVEL
2
LEVEL
1
Product Perspective
Top5/Flop5, no shows
Average Rating
Pos/Neg Features
[…]
9
Customer Service
Service Rating
Solution Rate
Reaction Time
[…]
8
Brand Management
Brand Awareness/Reach
Brand Messages (UGC)
Average Rating
[…]
10
Social Media Content & Community
Activity Rate Service Content
Conversion Review Landing Page
Reaction Time
[…]
27
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 25
What‘s next?
B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 26
Questions?
Jan Philipp Warp
BSH Home Appliances GmbH
Head of Social Media Competence Center
Jan.warp@bshg.com | @warp5 (private)
Dr. Mark-Steffen Buchele
buchele cc GmbH
Managing Director
mark-steffen.buchele@buchele-cc.de

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Next Level Social Media Monitoring - weniger Bla-Bla, mehr Business Relevanz #AFBMC

  • 1. B O S C H A N D S I E M E N S H O M E A P P L I A N C E S G R O U P Next Level Social Media Monitoring Jan Philipp Warp Head of Social Media Competence Center Dr. Mark-Steffen Buchele Managing Director buchele cc GmbH November 2015 Weniger Bla-Bla, mehr Business Relevanz
  • 2. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 2 About us | We ♥ white goods!
  • 3. B O S C H A N D S I E M E N S H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 3 Strategy | Our three core principles Need to convince the consumers before every purchase Consumers need a lot of information to make a profound buying decision Willingness to talk about product experience during honeymoon phase Consumer Reviews (1) Focus social media marketing activities on active evaluation (2) Trigger positive conversations to influence other consumers (3) Avoid negative conversations through best in class consumer care
  • 4. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 4 Why are consumer reviews so important?
  • 5. CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 5B S H H O M E A P P L I A N C E S G R O U P Which product would you buy? 1 2 3 © gfpeck | CC BY-ND 2.0 Strategy | Importance of consumer reviews
  • 6. CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 6B S H H O M E A P P L I A N C E S G R O U P © gfpeck | CC BY-ND 2.0 Positive rated products perform 200% better 50+ ratings boost the effect of a positive average 3 Which product would you buy? Strategy | Importance of consumer reviews
  • 7. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 7 We use an integrated approach to generate, handle and leverage consumer reviews: Consumer reviews | Required capabilities (4) Leverage (1) Generate(2) Handle (3) Monitor & Analyze Consumer Reviews external websites own websites
  • 8. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 8 BSH Social Media Monitoring Approach LEVEL 1
  • 9. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 9 Social Media Monitoring | Data sources BSH Social Media Report Bazaar Voice BSH Rating Suite … WIP: Integrated rating dashboard …Market DataPerformance Reviews on our pages Reviews on ext. Pages Buzz
  • 10. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 10 Social Media Monitoring | Executive report
  • 11. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 11 © Jesse Millan | CC BY 2.0 Looks nice, but what’s in it for business? And what the hell is “social buzz”? What sales and management think! Bla-Bla
  • 12. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 12 BSH Next Level Report LEVEL 2
  • 13. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 13 First step: Clean up and restructure …a lot of metrics and informations…
  • 14. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 14 The insights from the social web need to be tailored to the information need of each internal stakeholder group CIC CDT Risk Mgt. Sales CST CCM Brand Customer Service Product Divisions Quality Mgt. CMA SMO … Core tasks and business needs
  • 15. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 15 Objectives lead the way: We reflected what (daily) “business“ means… Brand Customer Service Product Divisions Quality Mgt. CMA SMO Brand Perspective Social Media Content & Community Customer Service Perspective Product Perspective Activate the brand‘s target group in each phase of the decision journey “Correct“ positioning of the brand and brand management Establish satisfaction with the service Ensure satisfaction with the product
  • 16. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 16 What “business“ really needs to know regularly to fulfill core tasks… Brand Customer Service Product Divisions Quality Mgt. CMA SMO Social Media Content & Community Customer Service Perspective Product Perspective Brand Perspective Did we identify and captivate the ”right“ target group, and do we address them regularly? How do users talk about their brand experiences? How is the brand perceived across the web? Do we have an up-to-date brand? What risks are there regarding brand positioning? How do users talk about their service experiences? How do users talk about their product experiences? How can we enhance our existing product portfolio? How can we enhance our present products? Which trending topics can we pick up for new and further product developments?
  • 17. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 17 Mixture of Consumer Decision Journey and Levels of Impact
  • 18. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 18 Target related and defined KPI “sites”
  • 19. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 19 Target related and defined KPI “sites” Example
  • 20. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 20 To build the KPI we use existing data sources BSH Social Media Report Bazaar Voice BSH Rating Suite … WIP: Integrated rating dashboard …Market DataPerformance Reviews on our pages Reviews on ext. Pages Buzz
  • 21. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 21 Base: Social media posts are classified in terms of all different BSH perspectives Classified by an analyst Value for money Product perspective P.1 Product-Image Reliable Customer Service perspective S.1 Service-Image A.1 Author – Gender male Focus: Authors Who is talking? A.2 Author – CDJ Honeymoon phase
  • 22. B SH H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 22 Product Flaws (PF) Quick win: Content qualifying and tagging (Bazaarvoice) Product Suggestions (PS) Interesting Quotes (INT) Legal Issues (LI) Spam (SPM) Personal Information (PII) Service Interaction (CSN) … (25 tags) Social Care Team Notification Service Interaction (CSN) Workflows Rules
  • 23. B SH H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 23 Additional Rating dimensions (Bazaarvoice) Rating Dimensions 4 sub-ratings per product category Extended User Profile Additional information about age, living situation and level of expertise (cooking) or usage (rest) Recommendation Score % of users that would recommend the product to a friend Product Divisions reports Workflows rules
  • 24. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 24 Business Relevance is Next Level Reporting Social Media Monitoring Business Reporting via objective related KPIs and Indicators Reports & Dashboards LEVEL 2 LEVEL 1 Product Perspective Top5/Flop5, no shows Average Rating Pos/Neg Features […] 9 Customer Service Service Rating Solution Rate Reaction Time […] 8 Brand Management Brand Awareness/Reach Brand Messages (UGC) Average Rating […] 10 Social Media Content & Community Activity Rate Service Content Conversion Review Landing Page Reaction Time […] 27
  • 25. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 25 What‘s next?
  • 26. B S H H O M E A P P L I A N C E S G R O U P CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 26 Questions? Jan Philipp Warp BSH Home Appliances GmbH Head of Social Media Competence Center Jan.warp@bshg.com | @warp5 (private) Dr. Mark-Steffen Buchele buchele cc GmbH Managing Director mark-steffen.buchele@buchele-cc.de