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Dom Burch, head of social media, Asda10th July, 2013
PR and Disruption: Embracing and Surviving change
Before I get started…
3
The old rules don’t apply anymore
Five simple thoughts
Five simple thoughts
We’re a media owner andwe’ll increasingly act like one
We’re a connector not a collector
Five simple thoughts
We will only succeed if we earn the trust of our customers
Five simple thoughts
“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, author of ‘Managing the Customer Experience’
Listen
Influence
Engage
Trust
No more broadcast mode. We’re having a conversation.
Five simple thoughts
• Spotted issues and took them offline• Turned detractors into advocates• Ejected the brand squatters• Started an ongoing dialogue with customers
How we got started at Asda
Listen: The ORBListen
Influence
Engage
Trust
Listen: 24/7 monitoring
Listening: Spotting issues and avoiding crises
Engage: Channelinggoodwill and advocacy
Listen
Influence
Engage
Trust
18
Influence: Our 4 point plan
• Drive traffic in store and online • Proactive and reactive PR• Amplify traditional marketing• Taking social media into the store environment
Listen
Influence
Engage
Trust
18
Content is still king
• New PR channels and ways to communicate• But, similar skills still required• Understanding tone of voice, ability to craft a message, tailored to specific audiences• This is not simply digital marketing• It is strategic communication
15
Why do we focus so much on Facebook?
16
Greater daily reach than any commercial TV channel
Source: BARB
GREATER DAILY REACH THAN ANY COMMERCIAL TV CHANNEL
17
Source: Rajar
Weekly reach equivalent to 90% of all UK commercial radio combined
18
2.5X THE DAILY REACH OF ALL UK NATIONAL
DAILY NEWSPAPERS
2.5XDaily reach of
all UK national daily newspapers combined
Source: ABC
19
It’s where Asda mums are most of the time
Asda mums daily use of social media
0%
10%
20%
30%
40%
50%
60%
70%
Google+ YouTube Tw itter Facebook Groupon Mumsnet Netmums Linkedin Wow cher Living Social MoneySavingExpert
Trip Advisor Pintrest Instagram
Source: Asda Pulse of the Nation survey May 2013
20
33 million UK Facebook users
Reach over 30 days (May/June 2013)
8,651,213
users reached
The reach is vastMore than 3m people see our Facebook posts every week.
75,000 interactions a week on average – likes, shares and comments.
A typical Asda fan has 214 friends so the viral effect of shares and positive comments can be even more effective than our original posts.
More than 80% of Asda fans are female – Facebook stats show that women are much more likely to comment and share posts than men
16
Engagement is key
• Like• Comment• Share• Click
17
Involving customers in making decisions
21
Emotional connections
Let your customers do the hard work
Share this if you know someone who’d love to win a year’s supply of nappies!
Learning as we go
21
What’s this?
Is it a bap, is it a roll?No, it’s a ____________
It’s not just about Facebook
Changing our design approach
Mobile first(RIP websites)
Five year journey
2009 2013
Monitor
Trial
Engage
Grow
Influence
Listen
Influence
Engage
SoilListen
Influence
Engage
Social
29
Any questions?