Social Media Results for PR & Comms Conference 19th Nov 2013 - Dom Burch, head of social Asda
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Social Media Results For PR & Comms Conference Dom Burch Head of Social, Asda November 2013
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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.
Transcript of Social Media Results for PR & Comms Conference 19th Nov 2013 - Dom Burch, head of social Asda
Social Media Results For PR & Comms Conference Dom BurchHead of Social, Asda
November 2013
Five simple thoughts Social Media Results For PR & Comms Conference
The old rules don’t apply anymore
Five simple thoughts Social Media Results For PR & Comms Conference
We’re a media owner and we’ll increasingly act
like one
Five simple thoughts Social Media Results For PR & Comms Conference
We’re a connector not a collector
Five simple thoughts Social Media Results For PR & Comms Conference
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 SmithManaging the Customer Experience
Five simple thoughts Social Media Results For PR & Comms Conference
Listen firstEngage second Influence third
We’ve been on a five year journeySocial Media Results For PR & Comms Conference
Social Media Mentions 2011-2013Social Media Results For PR & Comms Conference
‘Listening’ still most important
aspect of social strategy
Asda customers – daily use of social networksSocial Media Results For PR & Comms Conference
Facebookfirst approach
Ability to influence large groups of customersSocial Media Results For PR & Comms Conference
12.4mfemalefriends of fans
33mUK
Facebook users per
month1mAsdafans
Reach InteractionsLikes, comments,
shares
Link clicksasda.com & george.com
Asda monthly average
Achieving sector leading engagementSocial Media Results For PR & Comms Conference
Total interactions Jan - Sept 2013
300mOrganic page
impressions in 2013(227.7m YTD)
Advertising equivalent reach has large annual valueSocial Media Results For PR & Comms Conference
Media value*(£638k YTD)
£825k
*Based on current average CPM of £2.80 for newsfeed ad placement
Taking social into the physical environment Social Media Results For PR & Comms Conference
Custom audiences enable more targeted campaignsSocial Media Results For PR & Comms Conference
AsdaMums
Female friends of fans
and lookalikes
Target segments
of customers
Clear editorial calendarSocial Media Results For PR & Comms Conference
Oldest homeshopper
Petrol price cut Royal baby #chosenbymefavourites
Responsiveand tactical
50p products Halloween event Iconic products Delivery pass
Strategicmarketing
What do youcall this?
Help choosepackaging
Fish fingersandwich
What’s yourfavourite?
Engaginginteractions
Increasingly using a blended social platform approachSocial Media Results For PR & Comms Conference
Newsfeed reach blocksDark posts
Custom lists
Targeted advertisingTwitter cardsVine videos
Clickable videosHangouts
Third party relationships
Advertising Outreach
Amplification
Growth & Innovation
In summarySocial Media Results For PR & Comms Conference
Thankyou
Any Questions
