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Our Employee Customer Care Group created the Best Buy forums last year, and they work with our legal team to develop our publicly posted blogging and social media guidelines (http://bbyconnect.appspot.com/ participation guidelines/). These are kind of lane bumpers with a compass north. We lay out for our employees who may not realize the signi cance of a presence that they create and maintain online. If you re an employee who works in the store, we want to just call out the fact that when you tell people you work for Best Buy, you are now placing a portion of the brand s reputation in your hands. The guidelines are not too constrictive because there is more than one way to meet and exceed customer expectations. There are going to be unique and innovated ways people can deliver something exceptional. So what metrics do you use to determine the value of such a program John admits that there are a lot of things they would like to measure but simply can t yet. How does Twelpforce compare with Dell Outlet How is positive word-of-mouth impacting store traf c nationally Is this communication tool delivering on the brand promise of helpfulness For now, the Best Buy team is tracking brand value:
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Has Twelpforce positively or negatively impacted your impression of Best Buy Has Twelpforce improved your perception of Best Buy s 24/7 availability Has Twelpforce improved your perception of Best Buy s offering expert advice
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Has Twelpforce improved your perception of Best Buy s ability to x a problem Did Twelpforce initiate a visit to a Best Buy store Is there hope for Twitter metrics to a sales and customer service organization John says yes. I think that will come because I recognized the gap. Others recognized the gap, and there are people who are going to build a business around it. John is looking forward to following seasonal sales, call center contact reduction, and any shift in the types of issues people prefer to tweet about versus call about. Until then, you can hear the smile in his voice when he says, As a group, we ve answered over 8,000 questions in nearly eight weeks. Then you can hear the big, wide grin when he says, We re changing the perception of Best Buy as a big giant yellow tag on the front of a blue building to one that is represented by 150,000 faces every day in this digital space.
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Can you measure the goodwill generated when the press and the bloggers and the tweeters all share the story about how you solved a problem that came your way via Twitter Sure you can. Just ask Virgin America. In- ight tweets prompted a representative to be at the landing gate with customer recovery coupons. Ask StubHub, who got mentioned in the New York Times for noticing a sudden surge of negative blog sentiment after rain delayed a Yankees-Red Sox game. Stadium of cials mistakenly told hundreds of fans that the game
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had been canceled, and StubHub denied fans requests for refunds, on the grounds that the game had actually been played. But after spotting trouble brewing online, the company offered discounts and credits to the affected fans. It is now re-evaluating its bad weather policy. This is a canary in a coal mine for us, said John Whelan, StubHub s director of customer service. (www.nytimes.com/2009/ 08/24/technology/internet/24emotion.html)
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I try to avoid getting deep into speci c tools in my books. They change so fast that enumerating speci c systems or services ends up more confusing than not over time. I ll leave that to those who do it for a living like Forrester Research and Gartner Research and those who do it for a passion like the thousands of bloggers who follow a wide variety of such things. From newcomers like Teragram Sentiment Analysis Manager (www.teragram.com/solutions/sentiment-analysis. html), which scrapes reviews from Amazon and Overstock along with blogs and tweets to monitor how well products are rated by the masses, to time-honored rms like Nielsen with their BuzzMetrics service (http://enus.nielsen.com/tab/product families/nielsen buzzmetrics), each has its own special something it brings to the party.
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