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In the race for more followers and fans, have brands forgotten

about the importance of engagement?

Dominic Burch, Head of Corp Comms & Social Media at Asda

@dom_AsdaPR

CIPR SOCIAL SUMMER

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FIVE SIMPLE THOUGHTS

The old rules don’t apply anymore

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FIVE SIMPLE THOUGHTS

We’re a media owner andwe’ll increasingly act like one

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FIVE SIMPLE THOUGHTS

We’re a connector not a collector

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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

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FIVE SIMPLE THOUGHTS

Listen

Influence

Engage

Trust

Listen first

Engage second

Influence third

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BUT WHY DID WE GETINVOLVED?

• Take issues offline and deal with them

• Turn detractors into advocates

• Because we had to - Asda fan pages sprung up

• Opportunity to start a dialogue with customers

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HOW WE STARTED TO LISTEN: THE ORB

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HOW WE STARTED TO LISTEN: THE ORB

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SPOTTING ISSUES AND AVOIDING CRISES

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HARNESSING OPPORTUNITIES

“#asda pizzas – garlic base = best pizza ever”

“Asda’s create your own pizza ARE the best”

“Asda’s create your own pizza beats Dominos every day”

“Asda smartprice chocolate > any other chocolate”

“Asda smartprice chocolate has gotta be the best chocolate around”

“Asda smartprice chocolate is the nicest chocolate ever”

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WHY ENGAGEMENT MATTERS

Like Share Comment

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WE GET BEHIND CORE MARKETING CAMPAIGNS IN A WAY THAT DRIVES ENGAGEMENT AND ATTRACTS

NEW FANS

15,797 likes, shares and comments - promoted post added 7,829 fans.

17,334 likes, shares and comments - promoted post added 5,433 fans.

9,321 likes, shares and comments - promoted post added 4,101 fans.

4,833 likes, shares and comments - promoted post added 3,870 fans.

Our Facebook audience responds to posts that build on the messages around new ad

campaigns – and we use themed competitions to generate excitement,

attract new fans and get people talking

Rose Marsh i love asda they are the best and their prices are brilliant and the cheapest around thank u asda xxxx

Dawn Thomas i love asda fab offers and brill clothes specially wi a big

family xx

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GETTING OUR FANS INVOLVED IN MAKING DECISIONS AND HELPING WITH FEEDBACK

Fish counter POS:1,816 comments

Shower gel flavours: 3,088 comments

New feeding range:483 comments

Halloween RC Cola:585 comments

Kitchen roll design:5,843 comments

Travel flasks2,849 comments

Fruit Surprise fillings: 310 comments

Free From range ideas:369 comments

Character Event advent calendars: 1,966 votes

Firework name:723 comments

Christmas penguins:1,063 comments

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ENGAGED FANS ARE GREAT AMBASSADORS FOR OUR PRODUCTS

Claire Tee My husband loves your Scorching Hot Vindaloo. And yes its just

as hot as one from a proper Indian Takeaway!! Well done ASDA!!!

Josephine Harbinson these are amazing i love these ribs and fab value at 2 for £6

yum yum all the way

Stacey Noble I think asdas clothes are fab great prices and great quality I have 3 kids and get

most of they clothes from asda.

Kim Rogerson barbecue spare ribs are fantastic from asda, we had them with a

barbecue sauce, very nice!

Tracey Threlfall How cool is that I would

love one!!

Julie Campbell Chicken tikka masala, bhuna, jalfrezi with any meat. Asda currys are lovely,

my partner and I often have them the kids love the pizzas lol

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EXAMPLES OF CLICKTHROUGHS TO TRANSACTIONAL SITES

George clearance sale: 2,053 clicks

Disney APG:1,655 clicks

Sodastream £10 off:1,489 clicks

Lion King APG: 1,184 clicks

Big Clean event:645 clicks

Fruit Loops:1,085 clicks

25% off babywear:1,082

clicks

Kitchen roll:913 clicks

Fancy Dress:829 clicks

Vice Versas:612 clicks

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EXAMPLES OF CLICKTHROUGHS TO TRANSACTIONAL SITES:

CARTE NORIE

636,418 people reached through

Asda Facebook post 10,417 clicks to Your Asda competition page from

Facebook post

1,838 clicks through to Asda Groceries site from Your

Asda page

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GET COOKING! A NEW WAY TO TALK ABOUT FOOD ON FACEBOOK AND INSPIRE FANS WITH MEAL

IDEAS

• Our new recipe app featuring content from the Asda Mag gives us new ways to talk to our fans about food on Facebook and highlight key products

• We’ve already seen 19,000 likes and shares on posts talking about the new recipe app and the app itself has attracted more than 4,000 unique users since launch

• Posts about the recipe app and the app itself have attracted nearly 1,000 comments

• The average user spends more than four minutes on the app – and 75 fans have uploaded their own recipes to us

• Plans for lots more cross-promotion and interaction with Asda Mag

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Questions

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Thank you

The next two Social Summer sessions are:

• Social TV – A fertile ground for engagement and a nightmare for crisis – 20 September

• Social media and its involvement with the Olympics/Paralympics – 27 September