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Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
Pr and disruption conference 10th july 2013
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Pr and disruption conference 10th july 2013

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  • From a media perspective, FB has a greater daily reach than any commercial TV channel. In the UK alone we have 33m Monthly Active Users. http://www.istockphoto.com/stock-illustration-14160030-lcd-led-television.php?st=7e5b225 If I described a media with….
  • http://www.istockphoto.com/stock-photo-5544549-air-sign-on.php?st=809bd42 33milion
  • Circa: 9.1million http://www.istockphoto.com/stock-photo-197076-arvada-paper.php?st=004d944
  • Transcript

    • 1. Dom Burch, head of social media, Asda 10th July, 2013 PR and Disruption: Embracing and Surviving change
    • 2. Before I get started…
    • 3. 3 The old rules don’t apply anymore Five simple thoughts
    • 4. Five simple thoughts We’re a media owner and we’ll increasingly act like one
    • 5. We’re a connector not a collector Five simple thoughts
    • 6. We will only succeed if we earn the trust of our customers Five simple thoughts “One of the main reasons customers defect is that they do not trust us – if there’s no trust there’s no relationship” Shaun Smith, author of ‘Managing the Customer Experience’
    • 7. Listen Influence Engage Trust No more broadcast mode. We’re having a conversation. Five simple thoughts
    • 8. • Spotted issues and took them offline • Turned detractors into advocates • Ejected the brand squatters • Started an ongoing dialogue with customers How we got started at Asda
    • 9. Listen: The ORB Listen Influence Engage Trust
    • 10. Listen: 24/7 monitoring
    • 11. Listening: Spotting issues and avoiding crises
    • 12. Engage: Channeling goodwill and advocacy Listen Influence Engage Trust
    • 13. 18 Influence: Our 4 point plan • Drive traffic in store and online • Proactive and reactive PR • Amplify traditional marketing • Taking social media into the store environment Listen Influence Engage Trust
    • 14. 18 Content is still king • New PR channels and ways to communicate • But, similar skills still required • Understanding tone of voice, ability to craft a message, tailored to specific audiences • This is not simply digital marketing • It is strategic communication
    • 15. 15 Why do we focus so much on Facebook?
    • 16. 16 Greater daily reach than any commercial TV channel Source: GREATER DAILY REACH THAN ANY COMMERCIAL TV CHANNEL
    • 17. 17 Source: Rajar Weekly reach equivalent to 90% of all UK commercial radio combined
    • 18. 18 2.5X THE DAILY REACH OF ALL UK NATIONAL DAILY NEWSPAPERS 2.5X Daily reach of all UK national daily newspapers combined Source: ABC
    • 19. 19 It’s where Asda mums are most of the time Asda mums daily use of social media 0% 10% 20% 30% 40% 50% 60% 70% Google+ YouTube Tw itter Facebook Groupon Mumsnet Netmums Linkedin Wow cher Living Social Money Saving Expert Trip Advisor Pintrest Instagram Source: Asda Pulse of the Nation survey May 2013
    • 20. 20 33 million UK Facebook users Reach over 30 days (May/June 2013) 8,651,213 users reached The reach is vast More than 3m people see our Facebook posts every week. 75,000 interactions a week on average – likes, shares and comments. A typical Asda fan has 214 friends so the viral effect of shares and positive comments can be even more effective than our original posts. More than 80% of Asda fans are female – Facebook stats show that women are much more likely to comment and share posts than men
    • 21. 16 Engagement is key • Like • Comment • Share • Click
    • 22. 17 Involving customers in making decisions
    • 23. 21 Emotional connections
    • 24. Let your customers do the hard work Share this if you know someone who’d love to win a year’s supply of nappies!
    • 25. Learning as we go
    • 26. 21 What’s this? Is it a bap, is it a roll? No, it’s a ____________
    • 27. It’s not just about Facebook
    • 28. Changing our design approach Mobile first (RIP websites)
    • 29. Five year journey 2009 2013 Monitor Trial Engage Grow Influence Listen Influence Engage Soil Listen Influence Engage Social
    • 30. 29 Any questions?

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