bunnings big social data analysis [aug 2011] media monitoring
DESCRIPTION
An overview of Online Reputation Management (ORM) using Bunnings Hardware as a case StudyTRANSCRIPT
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Bunnings and Big Data Aug 11
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iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
KINSHIP Overview
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Agenda
• The Power of Social Media • Who is KINSHIP? • KINSHIP Solutions • Bunnings Warehouse • Partners • Customers • Founders of KINSHIP Group
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The Power of Social Media • Social Media is disruptive • Social Media is dynamic • Social Media changes everything for a business
• Sales, Marketing, Service • Human Resources • Product Management • Channels • Processes • Organisational Models
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Company Overview
5
KINSHIP digital is a social media consultancy that specialises in understanding, developing and protec9ng its clients’ reputa9on, brands, businesses and people in Social Media.
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iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
CORE VALUES REMAIN THE SAME
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1. Commitment: We care deeply about our employees, our customers, our partners and our community. Our word is our commitment and we will always act with integrity and transparency.
2. Creative Passion: Dedication and devotion are at the heart of every great idea and we value creativity, not just productivity.
3. Relentless: An unparalleled focus on the success of our customers; always working to co create value. The customer experience is at the centre of everything we do.
4. Inspiration: Our greatest asset is our exceptional talent with a bias for action. The ability to see solutions no one else sees, to dream of innovations no else conceives, and to create a future no one else can.
Kinship places its mission as "building successful social enterprises" for its clients and pledges to use these values to guide that mission.
@Michae1Green"
Our Values
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OPERA
TIONAL
EXCE
LLEN
CE
INTERNAL (employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION
COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT
PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY
SOCIAL BRA
ND
1
2
4
3
The Stakeholder Ecosystem Value Creation Model
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Take control. Succeed. Lead. It’s time to ask more of your Social Media.
• Is your Social strategy actively increasing the value of your business? • Is it measureable? Predictable? Responsive? • Do you know exactly what’s working, and what isn’t? • Do you have a clear view of who’s talking about your business, and
what’s being said? • Do you have an accurate, comprehensive and up-to-the-minute view
of what your competitors are up to?
9
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• All social data streams • Drilldown analysis • Sentiment analysis • Comparative Analysis • Drilldown to influencers • Drilldown to sources • Slice and dice • Periodic reporting –
weekly, bi weekly, monthly, real time
Social Media Monitoring Services
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10 Days @ Bunnings
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Demographics
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• Buzz Graph reflects key words
• All Channels
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Key
Conv
ersa
tions
• Key Conversa9ons • All Channels
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Sent
imen
t
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Sent
imen
t: N
egat
ive
• Nega9ve Conversa9ons
• All Channels
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Sent
imen
t: Po
sitiv
e
• Posi9ve Conversa9ons
• All Channels
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Top
Bran
d In
fluen
cers
: Tw
itter
• Most Influen9al • In TwiSer • Detailed analysis of
@rebeccamezzino on next slide
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Who is Rebecca?
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Top
Bran
d In
fluen
cers
: Bl
ogs
• Most Influen9al • In Blogs
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Top
Bran
d In
fluen
cers
: Fo
rum
s
• Most Influen9al • In Forums
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Top
Bran
d In
fluen
cers
: Tr
aditi
onal
New
s
• Most Influen9al • In Tradi9onal News
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Bunnings versus Competitors
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Bunnings by keyword
• Examining Bunnings data by keywords
• Staff = staff OR assistant OR help OR service
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Exam
inin
g “S
taff”
con
vers
atio
ns • Examining
Bunnings data by Staff
• Staff = staff OR assistant OR help OR service
• All Channels
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Bran
d Pr
ofan
ity
in F
aceb
ook
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Bran
d Pr
ofan
ity
in T
witt
er
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Youtube (Bunnings & other)
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Deepdive – Youtube Planking
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10 D
ays
@ M
itre
10
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Advice for Bunnings
Ø Start Listening Ø Assess and Research Social Channels (8 point
Framework): – Develop SWOT – Develop Social Strategy and business case – Implement Social Tactics within Managed Community – Participate
Ø Develop “owned” Social Community
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KIN
SHIP
’s 8
Poi
nt S
ocia
l Bu
sine
ss F
ram
ewor
k
Assess
Strategise
Create
Par9cipate
Share
Engage
Protect
Monitor
Social Business
Framework
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Par8cipa8ng Listening, establishing reputa9on (I’m one of you)
Managed Listening, suppor9ng, building reputa9on, marke9ng
The Social Ecosystem
Owned Listening, suppor9ng, building rela9onships, collabora9ng
External Communi9es
Closed Network
Internal Communi9es
Copyright 2011 Telligent. All rights reserved.
Example: customer communi9es
Example: channels, members
Example: Intranets, communi9es of prac9ce
Wikis
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Different Objectives
Rela9onships Business Objec9ve
Common Ac9vity Rela9onships
Primary Purpose
Social Networks Online Communi9es
Primary Enabler
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Customer-Driven Support
Deliver beBer customer service experiences • Deliver support to customers wherever they are, at any 9me
• Iden9fy dissa9sfied customers quickly and take ac9on • Simplify online search while improving SEO
Increase support efficiency & scalability • Increase agent produc9vity with community-‐generated content
• Communicate service updates in real 9me across channels • Empower “super users” to deliver help to peers online Advance product idea8on & monitor service performance • Crowd source ideas and acknowledge customer contribu9ons
• Uncover vola9le topics and measure sen9ment • Monitor the impact of employee engagement
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Many Social Tools Available Today
Author(s) write ar9cles Users comment to author
Engagement focus: On the author
Variety of people edit the content of a single piece of content
Engagement focus: On the content
Variety of people publish comments on specific topics or ques9ons Engagement focus: On the topic
Individuals publish files, picture, or video for users to comment on
Engagement focus: On the media
Individually, these tools do not equal community
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Regular interac8on among members who
are united by a common interest
allows for rela8onships to be
formed
Bunnings Communities Enable Relationships
Member to Member Collabora8on
Owned Communi8es
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Potential Value of Social Intelligence
• Crisis Management • Reputation Management • Project Monitoring • Improve customer service • Competitor intelligence • Partner intelligence • Improve product and service development • Improve target marketing • Grow revenue • Deflect costs • Improve Customer Loyalty • Policy or initiative review
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Our Partners
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Our Customers
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iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
The Founders of KINSHIP
• All Cer'fied Strategists in Social Media • All have more than 20 years business experience
in IT and industry
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