The document discusses social media and public relations strategies at Asda. It outlines how Asda has embraced social media by (1) listening to customers online to spot issues, (2) engaging customers on social media to turn detractors into advocates, and (3) influencing customers by amplifying marketing through social channels and bringing social media into stores. The document emphasizes focusing on Facebook given its large reach among Asda's target customers, and it discusses how Asda uses social media to build emotional connections, engage customers in decisions, and have customers do promotional work by sharing posts.

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?