Post on 29-Dec-2015
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