ISBA – Paying to Play on Social Dom Burch Senior director Marketing innovation and new revenue, Asda 15 May 2014.

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Presentation transcript:

ISBA – Paying to Play on Social Dom Burch Senior director Marketing innovation and new revenue, Asda 15 May 2014

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

Achieving sector leading engagement Total interactions Jan - Sept 2013

300m Organic page impressions in 2013 (227.7m YTD) Advertising equivalent reach has large annual value Media value* (£638k YTD) £825k *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

Thank you Any Questions