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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: 5 B 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: 6 B 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 Data Performance
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 Data Performance
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 � […]
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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
[email protected] | @warp5 (private)
Dr. Mark-Steffen Buchele
buchele cc GmbH Managing Director
