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Social Marketing & Strategies: Effective Implementation & Measurement
IGamingBusiness, May 2012, Pages: 135
Social media has heralded a new era. It is very much the end of “business as usual” and the beginning of adaptive engagement. The incorporation of social media into business practices is now nonnegotiable, yet it remains a medium that gambling companies are still, for the most part, just adjusting to. Some are actively pursuing social media strategies, to various degrees of success, while others are approaching the concept passively and reluctantly.
Most companies start with a groundswell of activity – primarily on Facebook and Twitter. Quite often the initial rush then turns sour for any number of reasons including numbers of fans/followers, a lack of uplift to the core site or a focus on ROI instead of understanding the new measurement mindset that is required for social media efforts.
At this point, quite often, social media is relegated to the “it doesn't work” pile. However it is not that social media doesn't work and add value, it is that many efforts made by companies to date quite simply haven't been good enough. There are 7 billion people in the world, of which 2 billion are internet users, and more than 1 billion of those use social networks, 1 in every 5 minutes spent online is now on social media sites, and comScore has outlined that 1 in every 2 minutes spent on mobile internet in the UK is on Facebook alone.
Being competitive in today's global economy hinges on the ability to interact with consumers online. Social media didn't invent the ability for customers to share their opinions, but it did amplify it. The networks have democratised information and empowered consumers. As a result, user networks are changing how customers refer products and services, and ultimately make decisions. The relationship between customers and business is changing and will continue to evolve as social media permeates our culture and society.
How you take advantage of these changes will define your iGaming Business in the future.
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About the Author
15 trends and predictions for social media
Statistics and data
How many users does Facebook really have?
Position on gambling
Advertising on Facebook
The Twitter misconception
Statistics and Data
The power of a Follow and the Retweet
Paid-for advertising on Twitter
Statistics and data
The effect on search
Position on gambling/gaming
Features of Google+
Unique advantages of Google+ as a social network
User profile and activity
Twitter versus Google
YouTube videos on channels and platforms
Advertising on YouTube
What is Pinterest?
Who is Pinning?
Using Pinterest for business
Niche and geographic networks
Asia and Latin America
Social Media Marketing
The New Mindset
Quality, not quantity
Social Media Sins
Klout and Peer Index
Organic social marketing
Like and Gestures
Price Models – TBG Digital Quarterly Research
Content Generation and Engagement
Photo and images
Promotions and Offers
Widgets and Infographics
Personality, Humour and Profanity
Social Media Team
Rules of Engagement
Verticals and Functions
Measuring Social Media
Value of Fans and Interactions
Social Media Apps
Smartphone versus Non-Smartphone
Platforms: Facebook, Proprietary and Google +
Opportunities for Gambling Companies
Key Social Gaming Companies
Social Gaming Design and Play
CRM Software Systems
Social network analytic tools
Legal and Operational Considerations in Social Media
Defamation, Confidentiality, Privacy and Libel
Selected gambling company case studies
- Google +
- Paddy Power
- Sky Bet
- Jackpot Joy
- William Hill
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