An overview of Online Reputation Management (ORM) using Bunnings Hardware as a case Study

1. Bunnings and Big Data
Aug 11

2. iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
KINSHIP Overview

3. Agenda
• The Power of Social Media
• Who is KINSHIP?
• KINSHIP Solutions
• Bunnings Warehouse
• Partners
• Customers
• Founders of KINSHIP Group

4. 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

5. 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.

6. iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
CORE
VALUES
REMAIN
THE
SAME

7. 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

8. OPERATIONAL
EXCELLENCE
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
BRAND
1
2
4
3
The Stakeholder Ecosystem
Value Creation Model

9. 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

10. • 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

11. 10 Days @ Bunnings

12. Demographics

13. • Buzz
Graph
reflects
key
words
• All
Channels

14. KeyConversations
• Key
Conversa9ons
• All
Channels

15. Sentiment

16. Sentiment:Negative
• Nega9ve
Conversa9ons
• All
Channels

17. Sentiment:Positive
• Posi9ve
Conversa9ons
• All
Channels

18. TopBrandInfluencers:
Twitter
• Most
Influen9al
• In
TwiSer
• Detailed
analysis
of
@rebeccamezzino
on
next
slide

19. Who is Rebecca?

20. TopBrandInfluencers:
Blogs
• Most
Influen9al
• In
Blogs

21. TopBrandInfluencers:
Forums
• Most
Influen9al
• In
Forums

22. TopBrandInfluencers:
TraditionalNews
• Most
Influen9al
• In
Tradi9onal
News

23. Bunnings versus Competitors

24. Bunnings by keyword
• Examining
Bunnings
data
by
keywords
• Staff
=
staff
OR
assistant
OR
help
OR
service

25. Examining“Staff”
conversations
• Examining
Bunnings
data
by
Staff
• Staff
=
staff
OR
assistant
OR
help
OR
service
• All
Channels

26. BrandProfanity
inFacebook

27. BrandProfanity
inTwitter

28. Youtube (Bunnings & other)

29. Deepdive – Youtube Planking

30. 10Days@Mitre10

31. 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

32. KINSHIP’s8PointSocial
BusinessFramework
Assess
Strategise
Create
Par9cipate
Share
Engage
Protect
Monitor
Social
Business
Framework

33. 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

34. Different Objectives
Rela9onships
Business
Objec9ve
Common
Ac9vity
Rela9onships
Primary
Purpose
Social
Networks
Online
Communi9es
Primary
Enabler

35. 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

36. 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

37. 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

38. 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

39. Our Partners

40. Our Customers

41. 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