15 May 2014
ISBA – Paying to Play on Social
Dom Burch
Senior director
Marketing innovation and
new revenue, 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
collector
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
Five simple thoughts
Listen first
Engage second
Influence third
We’ve been on a five year journey
Asda customers – daily use of social networks
Facebook
first approach
Ability to influence large groups of customers
33m
Asda monthly average
Reach
1m
Asda
fans
Interactions
Likes, comments,
shares
12.4m
female
friends
of fans
UK
Facebook
users per
month
Link clicks
asda.com & george.com
Achieving sector leading engagement
Total interactions Jan - Sept 2013
Advertising equivalent reach has large annual value
£825k
300m
Organicvalue*
page
Media
impressions
in 2013
(£638k YTD)
(227.7m YTD)
*Based on current average CPM of £2.80 for newsfeed ad placement
What
happened
Paying to play
Increasingly using a blended social platform approach
Dark posts
Custom lists
Targeted advertising
Twitter cards
Vine videos
Mum’s Eye View
Advertising
Outreach
Amplification
Growth
& Innovation
Sussing out YouTube
Mum’s Eye View - paying YouTubers to play
Launched March 2014
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
Mum’s Eye View – paying YouTubers to play
Zoella’s video alone clocked up
350,000 views, generated 14k likes,
and driven 3,800 clicks to the Asda
recipes site.
Plus 850 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.
Mum’s Eye View – paying YouTubers to play
Wayne’s impact on sales is also
impressive:
Sales uplifts of 274% the day after the
video went live
Any
Thank
Questions
you