Dom Burch digital marketing innovation keynote at Salford Business School #mediacity
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Transcript of Dom Burch digital marketing innovation keynote at Salford Business School #mediacity
![Page 1: Dom Burch digital marketing innovation keynote at Salford Business School #mediacity](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a0d5c31a28ab45748b4622/html5/thumbnails/1.jpg)
Why being entrepreneurial is the best way to innovate
Dom Burch Senior Director for Marketing Innovation & New Revenue Asda
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Old rules don’t apply anymore
The old rules don’t apply anymore
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We’re a media owner not just a supermarket
We’re a media owner and we’ll increasingly act
like one
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But we’re a connector first
We’re a connector not a collector
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We’ve been on a five year journey
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Fail often, learn fast, iterate
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Why YouTube
Latest innovation
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Why YouTube?
15% ASDA MUMS
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160k 1.7m
398k 2.5m
1.2m 6.3m
Quick quiz
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MEET TANYA
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Formula for success
Viewing Time Likes, Comments,
Shares
Organic Reach
+ =
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Strategic content mix
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Mum’s Eye View
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Unprecedented growth
750,000 Video Views
32,000 Subscribers
36,121Likes, Comments, Shares
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Profile: Female aged 18-24
Content Types
1. How To2. Vlog 3. Haul
Content Pillars
1.Food (strong)
2.Fashion3. Beauty
Favourite Talent
1. Zoella
2. Lean Machines
3. Anna Saccone
4. Beauty Crush
5. Sprinkle of Glitter
Trend : How to make cupcakes!
| Who is watching?Mum’s Eye View
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A more engaged community
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Huge SEO power of organic content
Zoella’s video alone has clocked up 667k views, generated 22k likes, and driven 6,777 clicks to the Asda recipes site.
Plus 1,100 people have clicked through to Asda.com on the bunny rabbit lamp link
Number one result for ‘baking’ in YouTube search
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| Case StudyDriving sales
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Handing over control
Asda’s open and flexible approach to allowing social talent to create and control their channel content has made the brand a favourite amongst Gleam’s YouTube family. The lack of prescriptive briefing and over-branding has resulted in consistent positive engagement from viewers, and we’re seeing the channel continue to outperform rivals in this area.
Dom Smales, MD Gleam Futures
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Return on investment
• Advertisers typically spend 10p per video view for a 1-2% retention rate on TrueView
• Mum’s Eye View (Talent Fees / Total Views) averages at a 2p per view with an average retention rate of 70%
• Halloween #AsDarknessfalls activity - 10 vlogs, 3.7m views, 21,000 clicks, 13m twitter users reached, 51m twitter impressions served
• 272,071 likes, 14,192 comments• +125% up year on year
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Thankyou