Asda: How to leverage social media

Dominic Burch, head of social media at Asda, who is speaking at Marketing Week Live next month, on how to leverage social media.


Listen in an unobtrusive way.

Things about products, prices, advertising, people working in-store. If you do nothing else in social media as a brand you should be at least listening in to all of those conversations and spotting where there are things that you need to fix or learn positive stories about your business that you weren’t previously aware of.

Think logically about where to put your resource.

We focus on Facebook simply because our core customers are mums aged between 25 and 35 and half of them are on Facebook every day for 15 minutes. We are always picturing a mum who is outside the school gates and having a quick scan through Facebook as she waits.

Behave well.

Be really focused on every single post being relevant and engaging to your target rather than having a vain approach of needing to have more fans than competitors. Equally, just because everyone in the world is talking about the current buzz, you need to stay true to who you are and talk about what makes sense for your brand.

Amplify your existing marketing and PR.

You can use social media as a relatively low-cost way of reaching a large audience. If you are really focused on making the content engaging your customers will do the hard work and pass on your content on your behalf.

Dont change your strategy in-store.

We are not doing anything new just trying to think what the social element would be. Is it about using wifi and augmented reality or is it about uploading pictures or checking into something? We want customers to take their phones out of their pockets when they are in-store, interact and find a touchpoint with the brand.

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