isba – paying to play on social
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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 . - PowerPoint PPT PresentationTRANSCRIPT
Slide 1
ISBA Paying to Play on SocialDom BurchSenior director Marketing innovation and new revenue, Asda15 May 20141
Five simple thoughts
The old rules dont apply anymore
Five simple thoughts
Were a media owner and well increasingly act like one
Five simple thoughts
Were 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 theres no trust theres no relationshipShaun SmithManaging the Customer Experience
Five simple thoughts
Listen firstEngage second Influence third
Weve been on a five year journey
Asda customers daily use of social networks
Facebookfirst approach
Ability to influence large groups of customers
12.4mfemalefriends of fans33mUK Facebook users per month
1mAsdafans
Reach
InteractionsLikes, comments, shares
Link clicksasda.com & george.comAsda monthly averageAchieving sector leading engagement
Total interactions Jan - Sept 2013300m
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
12Paying to play
Increasingly using a blended social platform approach
Dark postsCustom listsTargeted advertisingTwitter cardsVine videosMums Eye ViewAdvertising OutreachAmplificationGrowth & InnovationSussing out YouTube
Mums 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
Mums Eye View paying YouTubers to play
Zoellas 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.
Mums Eye View paying YouTubers to play
Waynes impact on sales is also impressive:
Sales uplifts of 274% the day after the video went live
ThankyouAny Questions
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