View Larger ImageBest Buy Community Engagements 
By Best Buy
Conversations are happening every moment on the internet about the Best Buy brand and the products we sell. About two years ago we decided to join the conversation and engage customers both on our own Community as well as the blogosphere. Best Buy provides a bilingual Community “Best Buy Unboxed” that integrates a forum, Twitter, blogs and videos to connect customers with other product users as well as our employees to create solutions together. Technology products continue to increase in complexity producing the epiphenomenon of techno-stress. At Best Buy we realize that we cannot provide all the answers; what can provide is a platform to aggregate information and facilitate connections. Whether it is customer to customer or customer to employee, we recognize that knowledge is often contained in pieces. By facilitating connections our customers are able to have both pre- and post-purchase support.
Since the launch of our English language Community a year ago, we have had over 4,700 unique visitors. Daily they post an average of over 180 posts and read over 160,000 messages. Obviously, this translates into cost avoidance savings.
A recent example of the importance of having an active community was highlighted with a Best Buy pricing error that occurred on 8/12/09. A television that was supposed to be on sale on BestBuy.com for $1699.99 was accidently mispriced at $9.99. This pricing issue virally drove significant traffic to both BestBuy.com and our Community. We leveraged online communication tools to proactively apologize for this error. In the morning, we tweeted an apology and posted a more detailed explanation and response in our Community. Our community members helped explain the situation to confused and irate customers. Our Community helped serve as a bridge to the online public letting them know that we are a good company that does make mistakes. Rather than having to step into the middle of some ugly conversations, our community members shielded and protected us. They enhanced our brand for us. Our brand on that day held strong and lived up to its values because we had created a Community that was there to support each other in a time of need.
September 2008 to present
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