The world of social according to Dom

Dom BurchSenior Director Marketing Innovation and New Revenue, Asda

IMUK14 - 8th July, 2014

In January I predicted…

Death of the social media manager!

The following ten trends inform our approach

The old rules don’t apply anymore

1

We’re a media owner

We’re a media owner and we’ll increasingly act

like one

We’re a connector

We’re a connector not a collector

Listen, engage, influence

Listen firstEngage second Influence third

4

Instant response

Customers expect instant responses on all social channels

5

Paying to play

Paying to play on social channels

6

Engaging content

Engaging content will continue to be rewarded

7

Age of advocacy

Living through the age of advocacy

8

Millennials

Millennials are fueling even more video sharing

9

Influencers can charge for it

Key influencers and content creators can now monetize their position

10

We’ve been on a five year journey

Listening is still key

‘Listening’ still one of the most important aspects

Asda customers – daily use of social networks

Facebookfirst approach

Social network use frequency

v

50% of Asda customers check Facebook multiple times a day

v

Ability to influence large groups of customers

13.8mfriends of fans

36mUK

Facebook users per

month1.321mAsdafans

Asda monthly average

Reach InteractionsLikes, comments,

shares

Link clicksasda.com & george.com

Achieving sector leading engagementTotal interactions July 2013 - June 2014

Advertising equivalent reach has quantifiable value

191,782,549Organic page impressions

July 14 – June 13(Media value: £611,786)

Based on average CPM of £3.10 for newsfeed ad placement

What’s changed in

2014

Increasingly using a blended social platform approach

Dark postsCustom lists

Targeted advertisingTwitter cardsVine videos

Talent led content not brand led

Advertising Outreach

Amplification

Growth & Innovation

Handing over control to YouTubers

Mum’s Eye View – talent led content

Launched March 2014

http://www.youtube.com/mumseyeview

Key influencers / content creators can now monetize their position

They drive viewers from their existing channels to this new one that features

exclusive content

All products are available at Asda

Links in descriptions track click throughs

Baking Cupcakes with Zoella!

Zoella’s video alone clocked up 446,258 views, generated 16k likes, and driven 4,643 clicks to the

Asda recipes site.

Mum’s Eye View

Plus 936 people have clicked through to

Asda.com on the bunny rabbit lamp link which is not even mentioned by

Zoe, it is only featured in the background.

Mum’s Eye View

Wayne’s impact on sales is also impressive:

Sales uplifts of 274% the day after the video

went live

Ten top tips

1. Old rules don’t apply / death of social manager – social needs to be integrated, no longer a specialism

2. Media owner – act like one, you have more influence than you think

3. Connect and target – be specific, care who you talk to and why

4. Listen, engage, influence - in that order, don’t ignore the detractors

5. Pay to play - but spend wisely, innovate, test and learn

6. Engaging content still wins – there are no short cuts

7. Advocacy - find your advocates, nurture them, then deploy them

8. Millennials are different to you and I – get to know them quick or find people who can

9. The YouTuber vlogger phenomenon is truly most mental thing I’ve observed in last twenty years in PR comms

10. Have the confidence to let go of control – it’s PR on steroids

Thankyou