dom burch imuk slides
Post on 19-Oct-2014
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InboundUK14 SlidesTRANSCRIPT
The world of social according to Dom
Dom BurchSenior Director Marketing Innovation and New Revenue, Asda
IMUK14 - 8th July, 2014
In January I predicted…
Death of the social media manager!
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
We’ve been on a five year journey
Listening is still key
‘Listening’ still one of the most important aspects
Asda customers – daily use of social networks
Facebookfirst approach
Social network use frequency
v
50% of Asda customers check Facebook multiple times a day
v
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 in
2014
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
Mum’s Eye View – talent led content
Launched March 2014
http://www.youtube.com/mumseyeview
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
Baking Cupcakes with Zoella!
Zoella’s video alone clocked up 446,258 views, generated 16k likes, and driven 4,643 clicks to the
Asda recipes site.
Mum’s Eye View
Plus 936 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
Wayne’s impact on sales is also impressive:
Sales uplifts of 274% the day after the video
went live
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