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Bunnings and Big Data
Aug 11
iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
KINSHIP Overview
Agenda
•  The Power of Social Media
•  Who is KINSHIP?
•  KINSHIP Solutions
•  Bunnings Warehouse
•  Partners
•  Customers
•  Founders of KINSHIP Group
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
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.	
  	
  
iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
CORE	
  VALUES	
  REMAIN	
  THE	
  SAME	
  
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
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

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
•  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	
  
10 Days @ Bunnings
Demographics
•  Buzz	
  Graph	
  reflects	
  
key	
  words	
  
•  All	
  Channels	
  
KeyConversations
•  Key	
  Conversa9ons	
  
•  All	
  Channels	
  
Sentiment
Sentiment:Negative
•  Nega9ve	
  
Conversa9ons	
  
•  All	
  Channels	
  
Sentiment:Positive
•  Posi9ve	
  
Conversa9ons	
  
•  All	
  Channels	
  
TopBrandInfluencers:

Twitter
•  Most	
  Influen9al	
  
•  In	
  TwiSer	
  
•  Detailed	
  analysis	
  of	
  
@rebeccamezzino	
  
on	
  next	
  slide	
  
Who is Rebecca?
TopBrandInfluencers:

Blogs
•  Most	
  Influen9al	
  
•  In	
  Blogs	
  
TopBrandInfluencers:

Forums
•  Most	
  Influen9al	
  
•  In	
  Forums	
  
TopBrandInfluencers:

TraditionalNews
•  Most	
  Influen9al	
  
•  In	
  Tradi9onal	
  News	
  
Bunnings versus Competitors
Bunnings by keyword
•  Examining	
  
Bunnings	
  data	
  by	
  
keywords	
  
•  Staff	
  =	
  staff	
  OR	
  
assistant	
  OR	
  help	
  
OR	
  service	
  
Examining“Staff”

conversations
•  Examining	
  
Bunnings	
  data	
  by	
  
Staff	
  
•  Staff	
  =	
  staff	
  OR	
  
assistant	
  OR	
  help	
  
OR	
  service	
  
•  All	
  Channels	
  
BrandProfanity

inFacebook
BrandProfanity

inTwitter
Youtube (Bunnings & other)
Deepdive – Youtube Planking
10Days@Mitre10
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
KINSHIP’s8PointSocial

BusinessFramework
Assess	
  
Strategise	
  
Create	
  
Par9cipate	
  
Share	
  
Engage	
  
Protect	
  
Monitor	
  
Social	
  
Business	
  
Framework	
  
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	
  
Different Objectives
Rela9onships	
   Business	
  Objec9ve	
  
Common	
  Ac9vity	
   Rela9onships	
  
Primary	
  Purpose	
  
Social	
  Networks	
   Online	
  Communi9es	
  
Primary	
  Enabler	
  
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	
  
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	
  
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	
  
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
Our Partners
Our Customers
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	
  
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring

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Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring

  • 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
  • 13. •  Buzz  Graph  reflects   key  words   •  All  Channels  
  • 14. KeyConversations •  Key  Conversa9ons   •  All  Channels  
  • 18. TopBrandInfluencers:
 Twitter •  Most  Influen9al   •  In  TwiSer   •  Detailed  analysis  of   @rebeccamezzino   on  next  slide  
  • 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  
  • 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
  • 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