Social media content: Listening to and engaging with your audience Dom Burch, Senior Director Marketing Innovation and Revenue, Asda 30 th 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 first Engage 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 Facebook first approach

Ability to influence large groups of customers 13.8m friends of fans 36m UK Facebook users per month 1.321m Asda fans Asda monthly average Reach Interactions Likes, comments, shares Link clicks asda.com & george.com

Achieving sector leading engagement Total interactions July June 2014

Advertising equivalent reach has quantifiable value 191,782,549 Organic 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 posts Custom lists Targeted advertising Twitter cards Vine videos Talent led content not brand led Advertising Outreach Amplification Growth & Innovation

Handing over control to YouTubers

Social Talent Harnessing influence and engagement on social platforms. Social Talent Harnessing influence and engagement on social platforms.

Social Talent: Audience perspective Channel subscribers (000,000s)

Christmas 2014 “Come Dine With Me” £120,000 TOTAL SPEND 10,000 UNIQUE VISITS TO PRODUCT PAGES 3.3M TOTAL ORGANIC VIEWS

Christmas 2013 VS 2014 Results 2,159 Views 12 clicks Sales Lift Unknown Christmas M Views 10,000 clicks Impressive Sales Lift Christmas 2014

Channel Success to date Over 6 Million Views Over 6 Million Views 145,914 Subscribers 145,914 Subscribers 10 Million Supporting Talent Views 10 Million Supporting Talent Views

Instagram and Twitter engagement

Summary & Additional Benefits Unique RelationshipShoppable VideoCustomer 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

Thank you