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SAScon Mini Conference Manchester

17 January 2014. SAScon Mini Conference Manchester. Dom Burch Head of Social, Asda. Five simple thoughts. The old rules don’t apply anymore. Five simple thoughts. We’re a media owner and we’ll increasingly act like one. Five simple thoughts. We’re a connector not a

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SAScon Mini Conference Manchester

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  1. 17 January 2014 SAScon Mini Conference Manchester Dom Burch Head of Social, Asda

  2. Five simple thoughts The old rules don’t apply anymore

  3. Five simple thoughts We’re a media owner and we’ll increasingly act like one

  4. Five simple thoughts We’re a connector not a collector

  5. 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. Five simple thoughts Listen first Engage second Influence third

  7. We’ve been on a five year journey

  8. Social Media Mentions 2011-2013 ‘Listening’ still most important aspect of social strategy

  9. 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 Asda monthly average 33m UK Facebook users per month Interactions Likes, comments, shares Link clicks asda.com & george.com Reach 12.4m female friends of fans 1m Asda fans

  11. Achieving sector leading engagement Total interactions Jan - Sept 2013

  12. Advertising equivalent reach has large annual value £825k 300m Organic page impressions in 2013 (227.7m YTD) Media value* (£638k YTD) *Based on current average CPM of £2.80 for newsfeed ad placement

  13. Taking social into the physical environment

  14. Custom audiences enable more targeted campaigns Target segments of customers Female friends of fans and lookalikes Asda Mums

  15. Clear editorial calendar Strategic marketing Delivery pass • 50p products Halloween event Iconic products Responsive and tactical Oldest home shopper Petrol price cut Royal baby #chosenbyme favourites Engaging interactions Help choose packaging What’s your favourite? Fish finger sandwich What do you call this?

  16. Increasingly using a blended social platform approach Newsfeed reach blocks Dark posts Custom lists Targeted advertising Twitter cards Vine videos Growth & Innovation Clickable videos Hangouts Third party relationships Advertising Outreach Amplification

  17. In summary

  18. Leaders in Communications Dom’s dirty dozen for 2014

  19. Dom’s dirty dozen for 2014 Employee advocacy is key The resurgence of the advertorial

  20. Dom’s dirty dozen for 2014 The age of advocacy Engaging content will still be rewarded

  21. Dom’s dirty dozen for 2014 Millennials will fuel even more video sharing Pay to play

  22. Dom’s dirty dozen for 2014 Social organisations will be the real winners Death of the social media manager!

  23. Dom’s dirty dozen for 2014 Growth gamification on social Customers expect instant responses on social channels

  24. Dom’s dirty dozen for 2014 Stronger interplay between social and television Key influencers / content creators can now monetize their position

  25. Any Questions Thank you

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