Social Media Results for PR & Comms Conference 19th Nov 2013 - Dom Burch, head of social Asda
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Dom Burch, head of social at Asda (Walmart UK) gives his view on social, how Asda got started, its five year strategy of listen, engage, influence. Why Facebook comes first, but how a blended social approach will become more important in 2014. Also examples of content that works well, and why listening will always be the most important aspect of the strategy. Plus a few gags thrown in for good measure that won't appear in the slides. The animation makes some of the slides here look a bit crap. Sorry about that. Next time I'll go through the pain of laying them out separately.
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Social Media Results for PR & Comms Conference 19th Nov 2013 - Dom Burch, head of social Asda
- 1. November 2013 Social Media Results For PR & Comms Conference Dom Burch Head of Social, Asda
- 2. Social Media Results For PR & Comms Conference Five simple thoughts The old rules don’t apply anymore
- 3. Social Media Results For PR & Comms Conference Five simple thoughts We’re a media owner and we’ll increasingly act like one
- 4. Social Media Results For PR & Comms Conference Five simple thoughts We’re a connector not a collector
- 5. Social Media Results For PR & Comms Conference Five simple thoughts We will only succeed if we win the trust of shoppers “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 Managing the Customer Experience
- 6. Social Media Results For PR & Comms Conference Five simple thoughts Listen first Engage second Influence third
- 7. Social Media Results For PR & Comms Conference We’ve been on a five year journey
- 8. Social Media Results For PR & Comms Conference Social Media Mentions 2011-2013 ‘Listening’ still most important aspect of social strategy
- 9. Social Media Results For PR & Comms Conference Asda customers – daily use of social networks Facebook first approach
- 10. Social Media Results For PR & Comms Conference Ability to influence large groups of customers 33m Asda monthly average Reach 1m Asda fans Interactions Likes, comments, share s 12.4m female friends of fans UK Facebook users per month Link clicks asda.com & george.com
- 11. Social Media Results For PR & Comms Conference Achieving sector leading engagement Total interactions Jan - Sept 2013
- 12. Social Media Results For PR & Comms Conference Advertising equivalent reach has large annual value £825k 300m Organic page Media value* impressions in 2013 (£638k YTD) (227.7m YTD) *Based on current average CPM of £2.80 for newsfeed ad placement
- 13. Social Media Results For PR & Comms Conference Taking social into the physical environment
- 14. Social Media Results For PR & Comms Conference Custom audiences enable more targeted campaigns Target segments of customers Female friends of fans and lookalikes Asda Mums
- 15. Social Media Results For PR & Comms Conference Clear editorial calendar Strategic marketing Responsive and tactical Engaging interactions Iconic products Delivery pass 50p products Halloween event Oldest home shopper Petrol price cut Royal baby #chosenbyme favourites What do you call this? Fish finger sandwich Help choose packaging What’s your favourite?
- 16. Social Media Results For PR & Comms Conference Increasingly using a blended social platform approach Newsfeed reach blocks Dark posts Custom lists Targeted advertising Twitter cards Vine videos Clickable videos Hangouts Third party relationships Advertising Outreach Amplification Growth & Innovation
- 17. Social Media Results For PR & Comms Conference In summary