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In this edition of the bottom line,

Evan Davis and guests discuss marketing on social media,

a world of celebrity vloggers and superfans.

Hello and welcome to the program.

In any business discussion these days,

it's become mildly tiresome to hear people saying

it's all different now with the rise of social media.

It's the great cliche of the last few years.

But that doesn't mean it isn't true.

And in no field is it more true than marketing.

Selling stuff in the age of YouTube is our topic today.

It requires different tools from old style advertising and involves new skills.

And I'm joined by three people who know their way around it all.

What I'll do is I'll get you each to explain what your company does

and then get you to give us an example of something good in social media,

the marketing that you're proud of.

And first of all, Dominic Birch of Asda.

I don't need you to explain Asda, Dom, most people know the supermarket, but your role is Senior Director of Marketing,

innovation and New Revenue. It's a mouth for it. I accept. So now you're the kind of social media guy.

How many of there are you and how many in the kind of the marketing department in total?

You must be just a tiny proportion. Well, it's interesting.

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