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Hans Tosti

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Hans Tosti

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The ordinarySocial is just another channel

The extraordinaryWe believe in the power of social

Where do we go from here…?

• One-way communication• Marketing-centered• Passive employees• TV+leaflet reuse• Behind market expectations

• Owning communities• Beyond marketing• Engaging employees• Authentic social content• Leading digital retailer

Social Business Strategy in Dansk Supermarked Group

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5 x Return on Ad Spend, minimum. Why? Increase topline!

10% engagement on campaign content. Why? Maximize viral spread!

40 % positive sentiment in communities. Why? We must be relevant!

140 weekly engaged employees > 1 mio. Facebook-fans. Why? Advocacy + authenticity!

Social business objectives to set direction

Finally it is about makingformats more visible and winwith selectedtarget groups

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Social Campaigns

ProactiveListening

Employee Advocacy

Table of ContentThe Three Social Business Concepts

5 x ROAS,10% engagement

40% positive sentiment

140 weekly engaged employees

Social Capability Development through a Hub

Chapter 1 Chapter 2 Chapter 3

Chapter 4

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Chapter 1. Social Campaigns

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We must make ourselves worthy to make an offer!

The offer

Inspiration

Entertainment

Storytelling

On social media it is possible to control the order of which a user is being exposed to our stories.

Thus we can establish a funnel, where values and emotional triggers are presented through storytelling and entertainment which naturally will lead to inspiration.

Eventually we have established a demand for our goods/service and we can present an offer which will lead to conversion and/or foot traffic.

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Center of ExcellenceføtexFTE

BilkaFTE

NETTOFTE

Creative lead

1 video producer

Advertising specialist

Graphic designer

Scenario 1: 4 new FTEs (creative team)3 FTEs carried over from formats

Scenario 2:7 new FTEs, Formats keep their current FTEs for completing other tasks

The Center of Excellence (CoE) produces and distributes concepts and content for social media through creativity and knowledge about the latest technologies.

Brand representatives (format roots) ensure tight connection with their home formats.

The CoE structure also supports the development of organizational social change agents

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Chapter 2. Proactive Listening

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Proactive Listening

Listen

Engage

Analyze

Learn

SoMeHelpdesk

Learning, social organism

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Social Campaigns and Proactive Listening

There is a very clear connection between campaigning on social and the concept of proactive listening: When we invite an audience to engage with our campaign, we must be prepared to listen and be engaged in the dialogue ourselves.

Otherwise our values represented in the campaign could be perceived fake.

We rarely see instances like this in DSG

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Chapter 3. Employee Advocacy

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Historien klemmer…!!!

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Employees Are Incredibly Powerful

135Employees

1,000,000Facebook Fans

>

15,000 Reach

135

x 338

x 33%

Employees

Facebook friends– Pew Research

of friends see their

post– Business Insider

Fans

Brand’s posts are seen by

fans– Valleywag Report

1M

x 1.5%

15,210 Reach