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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. If I described a media with….
  • 33milion
  • Circa: 9.1million


  • 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?