Social media content:Listening to and engagingwith your audienceDom Burch, Senior Director Marketing Innovation and Revenue, Asda

30th April 2015

Before I get started…

A little bit about me…

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

An ‘overnight’ five year success

Listening is still key

‘Listening’ still one of the most important aspects

Asda customers – daily use of social networks

Facebookfirst approach

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

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

Social TalentHarnessing influence and engagement on social platforms.

Social Talent: Audience perspective

Zoella

Lady Gaga VEVO

Caspar Lee

The X Factor UK

Tanya Burr

BBC Radio 1

Cheryl VEVO

0 1 2 3 4 5 6 7 8 9

7.8

5.6

4

3.4

2.8

2.2

0.3

Channel subscribers (000,000s)

Christmas 2014 “Come Dine With Me”

£120,000TOTAL SPEND

10,000UNIQUE VISITS TO PRODUCT

PAGES

3.3MTOTAL ORGANIC

VIEWS

Christmas 2013 VS 2014 Results

2,159 Views

12 clicks

Sales Lift Unknown

Christmas 2013

1.7M Views

10,000 clicks

Impressive Sales Lift

Christmas 2014

Channel Success to date

Over 6 Million Views

145,914 Subscribers

10 Million Supporting Talent Views

Instagram and Twitter engagement

Summary & Additional Benefits

Unique Relationship Shoppable Video Customer Targeting

ASDA have spent over a year building up a unique relationship with You Tubers represented by Gleam. We have handpicked talent that are aligned to ASDA’s brand values and nurtured their own audiences to create an army of ASDA advocates on You Tube.

We have enabled one of You Tube’s beta advertising feature known as "Info Cards" which allows these viewers to add products directly to their online shopping basket as they appear within the video.

Utilise ASDA’s CRM data to re-target Home Shoppers as they are watch content on the You Tube platform, ensuring that you reach a highly relevant audience based on their past purchase history.

Channel success has generated interest from major Brands

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