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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

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Best Buy (Community 2.0 Conference)

  • 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 • The Carphone Warehouse $40B Revenue 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.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
  • 10. 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
  • 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/
  • 16. Insignia – Ideas Into Action Supporting Listening Innovating “Successful innovation only happens when you listen. At Insignia, our customers inspire the products we create.”
  • 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
  • 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? Gina Manager, Communities / Social Media Strategist Creating meaningful communication in a virtual world My blog: forums.bestbuy.com My Twitter: twitter.com/Gina_BestBuy