Dom Burch, head of social media, Asda10th July, 2013

PR and Disruption: Embracing and Surviving change

Before I get started…

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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

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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

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Why do we focus so much on Facebook?

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Greater daily reach than any commercial TV channel

Source: BARB

GREATER DAILY REACH THAN ANY COMMERCIAL TV CHANNEL

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Source: Rajar

Weekly reach equivalent to 90% of all UK commercial radio combined

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2.5X THE DAILY REACH OF ALL UK NATIONAL

DAILY NEWSPAPERS

2.5XDaily reach of

all UK national daily newspapers combined

Source: ABC

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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

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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

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Engagement is key

• Like• Comment• Share• Click

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Involving customers in making decisions

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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

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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

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Any questions?