6. 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’
8. • 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
13. 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
14. 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
18. 18
2.5X THE
DAILY REACH OF
ALL UK
NATIONAL DAILY
NEWSPAPERS
2.5X
Daily reach of
all UK national daily
newspapers combined
Source: ABC
19. 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 Money
Saving
Expert
Trip Advisor Pintrest Instagram
Source: Asda Pulse of the Nation survey May 2013
20. 20
33 million
UK Facebook users
Reach over 30 days (May/June 2013)
8,651,213
users reached
The reach is vast
More 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
From a media perspective, FB has a greater daily reach than any commercial TV channel. In the UK alone we have 33m Monthly Active Users. http://www.istockphoto.com/stock-illustration-14160030-lcd-led-television.php?st=7e5b225 If I described a media with….