This document summarizes Dominic Burch's presentation on Asda's social media strategy. Some key points include: - Traditional social media rules no longer apply, and brands must act more like media owners by connecting with customers and earning their trust. - Asda uses social listening tools like "The Orb" to identify customer issues and avoid crises. They engage with customers by getting feedback on products and campaigns. - Engaged customers become advocates for Asda's products and drive clicks to transactional areas of the website. Asda's recipe app is a new way to inspire customers and highlight products. - Tracking metrics like comments, clicks, and time spent shows their social strategy is successful in

1. CIPR SOCIAL SUMMER
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
CIPRsm @dom_AsdaPR

2. FIVE SIMPLE THOUGHTS
The old
rules don’t
apply anymore
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3. FIVE SIMPLE THOUGHTS
We’re a media
owner and
we’ll
increasingly
act like one
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4. FIVE SIMPLE THOUGHTS
We’re a
connector not
a collector
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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
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6. FIVE SIMPLE THOUGHTS
Listen first Listen Engage
Trust
Engage second Influence
Influence third
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7. BUT WHY DID WE GET
INVOLVED?
• 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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8. HOW WE STARTED TO LISTEN:
THE ORB
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9. HOW WE STARTED TO LISTEN:
THE ORB
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10. SPOTTING ISSUES AND
AVOIDING CRISES
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11. HARNESSING OPPORTUNITIES
“#asda pizzas – garlic base = best pizza ever” “Asda smartprice chocolate > any other chocolate”
“Asda’s create your own pizza ARE the best” “Asda smartprice chocolate has gotta be the best
chocolate around”
“Asda’s create your own pizza beats Dominos
every day” “Asda smartprice chocolate is the nicest chocolate
ever”
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12. WHY ENGAGEMENT MATTERS
Like Share Comment
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13. WE GET BEHIND CORE MARKETING CAMPAIGNS IN A WAY
THAT DRIVES ENGAGEMENT AND ATTRACTS NEW FANS
Our Facebook audience responds to posts
that build on the messages around new ad
campaigns – and we use themed
competitions to generate
17,334 likes, shares and comments
excitement, attract new fans and get
- promoted post added 5,433 fans. people talking
15,797 likes, shares and comments
- promoted post added 7,829 fans.
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
9,321 likes, shares and comments
4,833 likes, shares and comments
- promoted post added 4,101 fans.
- promoted post added 3,870 fans.
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14. GETTING OUR FANS INVOLVED IN MAKING DECISIONS AND
HELPING WITH FEEDBACK
Kitchen roll design: Travel flasks Halloween RC Cola: Fish counter POS: Shower gel flavours: New feeding range:
5,843 comments 2,849 comments 585 comments 1,816 comments 3,088 comments 483 comments
Free From range ideas: Character Event advent Firework name: Fruit Surprise fillings: Christmas penguins:
369 comments calendars: 1,966 votes 723 comments 310 comments 1,063 comments
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15. ENGAGED FANS ARE GREAT AMBASSADORS FOR OUR
PRODUCTS
Josephine Harbinson these are amazing i
love these ribs and fab value at 2 for £6
yum yum all the way
Kim Rogerson barbecue spare ribs are
fantastic from asda, we had them with a
barbecue sauce, very nice!
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.
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!!!
Julie Campbell Chicken tikka
Tracey Threlfall How masala, bhuna, jalfrezi with any meat. Asda
cool is that I would currys are lovely, my partner and I often have
love one!! them the kids love the pizzas lol
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16. EXAMPLES OF CLICKTHROUGHS TO TRANSACTIONAL SITES
George clearance Disney APG: Sodastream £10 Lion King APG: Big Clean event:
sale: 2,053 clicks 1,655 clicks off:1,489 clicks 1,184 clicks 645 clicks
Fruit Loops: 25% off Kitchen roll: Fancy Dress: Vice Versas:
1,085 clicks babywear:1,082 913 clicks 829 clicks 612 clicks
clicks
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17. EXAMPLES OF CLICKTHROUGHS TO TRANSACTIONAL SITES:
CARTE NORIE
636,418 people
reached through
10,417 clicks to Your Asda
Asda Facebook post
competition page from
Facebook post
1,838 clicks through to Asda
Groceries site from Your
Asda page
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18. 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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19. Questions
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20. 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
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