Dom Burch IMUK Slides

27
The world of social according to Dom Dom Burch Senior Director Marketing Innovation and New Revenue, Asda IMUK14 - 8 th July, 2014

description

InboundUK14 Slides

Transcript of Dom Burch IMUK Slides

Page 1: Dom Burch IMUK Slides

The world of social according to Dom

Dom BurchSenior Director Marketing Innovation and New Revenue, Asda

IMUK14 - 8th July, 2014

Page 2: Dom Burch IMUK Slides

In January I predicted…

Death of the social media manager!

Page 3: Dom Burch IMUK Slides

The following ten trends inform our approach

The old rules don’t apply anymore

1

Page 4: Dom Burch IMUK Slides

We’re a media owner

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

like one

Page 5: Dom Burch IMUK Slides

We’re a connector

We’re a connector not a collector

Page 6: Dom Burch IMUK Slides

Listen, engage, influence

Listen firstEngage second Influence third

4

Page 7: Dom Burch IMUK Slides

Instant response

Customers expect instant responses on all social channels

5

Page 8: Dom Burch IMUK Slides

Paying to play

Paying to play on social channels

6

Page 9: Dom Burch IMUK Slides

Engaging content

Engaging content will continue to be rewarded

7

Page 10: Dom Burch IMUK Slides

Age of advocacy

Living through the age of advocacy

8

Page 11: Dom Burch IMUK Slides

Millennials

Millennials are fueling even more video sharing

9

Page 12: Dom Burch IMUK Slides

Influencers can charge for it

Key influencers and content creators can now monetize their position

10

Page 13: Dom Burch IMUK Slides

We’ve been on a five year journey

Page 14: Dom Burch IMUK Slides

Listening is still key

‘Listening’ still one of the most important aspects

Page 15: Dom Burch IMUK Slides

Asda customers – daily use of social networks

Facebookfirst approach

Page 16: Dom Burch IMUK Slides

Social network use frequency

v

50% of Asda customers check Facebook multiple times a day

v

Page 17: Dom Burch IMUK Slides

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

Page 18: Dom Burch IMUK Slides

Achieving sector leading engagementTotal interactions July 2013 - June 2014

Page 19: Dom Burch IMUK Slides

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

Page 20: Dom Burch IMUK Slides

What’s changed in

2014

Page 21: Dom Burch IMUK Slides

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

Page 22: Dom Burch IMUK Slides

Handing over control to YouTubers

Page 23: Dom Burch IMUK Slides

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

Page 24: Dom Burch IMUK Slides

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.

Page 25: Dom Burch IMUK Slides

Mum’s Eye View

Wayne’s impact on sales is also impressive:

Sales uplifts of 274% the day after the video

went live

Page 26: Dom Burch IMUK Slides

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

Page 27: Dom Burch IMUK Slides

Thankyou