Dom Burch, head of social media, Asda
10th
July, 2013
PR and Disruption:
Embracing and
Surviving change
Before I get
started…
3
The old
rules don’t
apply
anymore
Five simple
thoughts
Five simple
thoughts
We’re a media
owner and
we’ll
increasingly
act like one
We’re a
connector
not a
collector
Five simple
thoughts
We will only succeed if we
earn the trust of our
customers
Five simple
thoughts
“One of the main reasons customers defect ...
Listen
Influence
Engage
Trust
No more
broadcast mode.
We’re having a
conversation.
Five simple
thoughts
• Spotted issues and took them offline
• Turned detractors into advocates
• Ejected the brand squatters
• Started an ongoi...
Listen: The ORB
Listen
Influence
Engage
Trust
Listen: 24/7 monitoring
Listening: Spotting issues
and avoiding crises
Engage: Channeling
goodwill and
advocacy
Listen
Influence
Engage
Trust
18
Influence:
Our 4 point plan
• Drive traffic in store and online
• Proactive and reactive PR
• Amplify traditional marke...
18
Content is still king
• New PR channels and ways to
communicate
• But, similar skills still required
• Understanding to...
15
Why do we focus so much on
Facebook?
16
Greater daily
reach than any
commercial TV
channel
Source:
GREATER DAILY
REACH THAN
ANY
COMMERCIAL
TV CHANNEL
17
Source:
Rajar
Weekly reach equivalent to
90% of all UK commercial
radio combined
18
2.5X THE
DAILY REACH OF
ALL UK
NATIONAL DAILY
NEWSPAPERS
2.5X
Daily reach of
all UK national daily
newspapers combined
...
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+ Yo...
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 ...
16
Engagement is key
• Like
• Comment
• Share
• Click
17
Involving customers
in making decisions
21
Emotional connections
Let your customers do the
hard work
Share this if you know
someone who’d love to win
a year’s supply of nappies!
Learning as we go
21
What’s this?
Is it a bap, is it a roll?
No, it’s a ____________
It’s not just about
Facebook
Changing our design
approach
Mobile first
(RIP websites)
Five year journey
2009 2013
Monitor
Trial
Engage
Grow
Influence
Listen
Influence
Engage
Soil
Listen
Influence
Engage
Social
29
Any questions?
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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
  • Pr and disruption conference 10th july 2013

    1. 1. Dom Burch, head of social media, Asda 10th July, 2013 PR and Disruption: Embracing and Surviving change
    2. 2. Before I get started…
    3. 3. 3 The old rules don’t apply anymore Five simple thoughts
    4. 4. Five simple thoughts We’re a media owner and we’ll increasingly act like one
    5. 5. We’re a connector not a collector Five simple thoughts
    6. 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. 7. Listen Influence Engage Trust No more broadcast mode. We’re having a conversation. Five simple thoughts
    8. 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. 9. Listen: The ORB Listen Influence Engage Trust
    10. 10. Listen: 24/7 monitoring
    11. 11. Listening: Spotting issues and avoiding crises
    12. 12. Engage: Channeling goodwill and advocacy Listen Influence Engage Trust
    13. 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. 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. 15 Why do we focus so much on Facebook?
    16. 16. 16 Greater daily reach than any commercial TV channel Source: GREATER DAILY REACH THAN ANY COMMERCIAL TV CHANNEL
    17. 17. 17 Source: Rajar Weekly reach equivalent to 90% of all UK commercial radio combined
    18. 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. 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. 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. 21. 16 Engagement is key • Like • Comment • Share • Click
    22. 22. 17 Involving customers in making decisions
    23. 23. 21 Emotional connections
    24. 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. 25. Learning as we go
    26. 26. 21 What’s this? Is it a bap, is it a roll? No, it’s a ____________
    27. 27. It’s not just about Facebook
    28. 28. Changing our design approach Mobile first (RIP websites)
    29. 29. Five year journey 2009 2013 Monitor Trial Engage Grow Influence Listen Influence Engage Soil Listen Influence Engage Social
    30. 30. 29 Any questions?

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