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ISBA – Paying to Play on Social

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 .

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ISBA – Paying to Play on Social

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  1. 15 May 2014 ISBA – Paying to Play on Social Dom Burch Senior director Marketing innovation and new revenue, Asda

  2. Five simple thoughts The old rules don’t apply anymore

  3. Five simple thoughts We’re a media owner and we’ll increasingly act like one

  4. Five simple thoughts We’re a connector not a collector

  5. 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

  6. Five simple thoughts Listen first Engage second Influence third

  7. We’ve been on a five year journey

  8. Asda customers – daily use of social networks Facebook first approach

  9. Ability to influence large groups of customers Asda monthly average 33m UK Facebook users per month Interactions Likes, comments, shares Link clicks asda.com & george.com Reach 12.4m female friends of fans 1m Asda fans

  10. Achieving sector leading engagement Total interactions Jan - Sept 2013

  11. Advertising equivalent reach has large annual value £825k 300m Organic page impressions in 2013 (227.7m YTD) Media value* (£638k YTD) *Based on current average CPM of £2.80 for newsfeed ad placement

  12. What happened

  13. Paying to play

  14. Increasingly using a blended social platform approach Dark posts Custom lists Targeted advertising Twitter cards Vine videos Growth & Innovation Mum’s Eye View Advertising Outreach Amplification

  15. Sussing out YouTube

  16. Mum’s 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

  17. Mum’s Eye View – paying YouTubers to play Zoella’s 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.

  18. Mum’s Eye View – paying YouTubers to play Wayne’s impact on sales is also impressive: Sales uplifts of 274% the day after the video went live

  19. Any Questions Thank you

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