case study: best buy and social media
TRANSCRIPT
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FROM PRODUCTS TO CONVERSATIONS
A Case Study of Best Buy | Aaron M. Miller
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Brand love
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Frustration
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Employees
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It keeps growing
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Participate orIgnore?
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We must evolve
Brad Anderson, former Best Buy CEO, October 2008
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From products to relationships
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But this ain’t easy.
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How to structure?
!
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How to manage employees?
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Effect on managers?
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Effect on managers?
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When is it too much?
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How to scale globally?
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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
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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.