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