Vortrag von Dr. Mark-Steffen Buchele auf der AllFacebook Marketing Conference in Berlin 2016. Mehr Informationen: http://conference.allfacebook.de/session/next-level-social-media-monitoring-weniger-bla-bla-mehr-business-relevanz/

1. 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

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: 2
About us | We ♥ white goods!

3. 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

4. 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?

5. CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 5B 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

6. CDT-BCS & buchele cc I Next Level Social Media Monitoring I November 2015 I Slide: 6B 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

7. 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

8. 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

9. 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 DataPerformance
Reviews on
our pages
Reviews on
ext. Pages
Buzz

10. 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

11. 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

12. 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

13. 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…

14. 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

15. 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

16. 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?

17. 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

18. 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”

19. 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

20. 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 DataPerformance
Reviews on
our pages
Reviews on
ext. Pages
Buzz

21. 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

22. 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

23. 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

24. 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
[…]
27

25. 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?

26. 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
Jan.warp@bshg.com | @warp5 (private)
Dr. Mark-Steffen Buchele
buchele cc GmbH
Managing Director
mark-steffen.buchele@buchele-cc.de