ISBA – Paying to Play on Social

Dom BurchSenior director Marketing innovation and new revenue, Asda

15 May 2014

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

We’re 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 there’s no trust there’s no relationship”

Shaun SmithManaging the Customer Experience

Five simple thoughts

Listen firstEngage second Influence third

We’ve 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 fans

33mUK

Facebook users per

month1mAsdafans

Reach InteractionsLikes, comments,

shares

Link clicksasda.com & george.com

Asda monthly average

Achieving sector leading engagementTotal interactions Jan - Sept 2013

300mOrganic 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

Paying to play

Increasingly using a blended social platform approach

Dark postsCustom lists

Targeted advertisingTwitter cardsVine videos

Mum’s Eye View

Advertising Outreach

Amplification

Growth & Innovation

Sussing out YouTube

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

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.

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

Thankyou

Any Questions