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Social Marketing & Strategies: Effective Implementation & Measurement - Product Image

Social Marketing & Strategies: Effective Implementation & Measurement

  • Published: August 2013
  • Region: Global
  • 135 Pages
  • IGamingBusiness

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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 READ MORE >

About the Author
Acknowledgements
Executive Summary

Chapter 1:
Introduction
Social Overview
Media Convergence
Engagement
Consumer Power
Corporate Reluctance
Social Strategy
15 trends and predictions for social media

Chapter 2:
Networks
Introduction
Facebook
Statistics and data
How many users does Facebook really have?
Position on gambling
Advertising on Facebook
Brand Reach
Twitter
The Twitter misconception
Statistics and Data
The power of a Follow and the Retweet
Paid-for advertising on Twitter
Twitter influencers
Google +
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
Instagram
Youtube
Statistics
YouTube videos on channels and platforms
Advertising on YouTube
Pinterest
What is Pinterest?
Who is Pinning?
Using Pinterest for business
Revenue generation
Tumblr
Linkedin
Location-based networks
Niche and geographic networks
Eastern Europe
Asia and Latin America
Demographics

Chapter 3:
Social Media Marketing
Introduction
General Principles
The New Mindset
Get Started
Listen
Quality, not quantity
Frictionless Sharing
Social Media Sins
Consumer Motivations
Capture Fans/Followers
Social Interaction
Integrated Marketing
Influencers
Klout and Peer Index
Managing Influencers
Facebook
Organic social marketing
Facebook Timeline
EdgeRank
Like and Gestures
Facebook advertising
Price Models – TBG Digital Quarterly Research
Twitter
Organic Marketing
Twitter Advertising

Chapter 4:
Content Generation and Engagement
Overview
Content layout
Content Types
Photo and images
Gala Bingo
Status/Word content
Video
Blogging
Promotions and Offers
Widgets and Infographics
Personality, Humour and Profanity

Chapter 5:
Beyond Marketing
Company-Wide Buy-In
Social Media Team
Rules of Engagement
Verticals and Functions

Chapter 6:
Measuring Social Media
New Metrics
Tracking
Tools Available
Value of Fans and Interactions

Chapter 7:
Mobile Platforms
Social Media Apps
Smartphone versus Non-Smartphone
Video
Social Networks

Chapter 8:
Social Games
Monetisation
Platforms: Facebook, Proprietary and Google +
Opportunities for Gambling Companies
Key Social Gaming Companies
Social Gaming Design and Play

Chapter 9:
CRM Software Systems
Social network analytic tools
Software Packages
Market-Leading software
Twitter-specific software

Chapter 10:
Social Payments
Twitter Micropayments
PayPal
Google Wallet

Chapter 11:
Legal and Operational Considerations in Social Media
Platform T&Cs
Advertising Principles
Crisis Management
Copyright
Defamation, Confidentiality, Privacy and Libel

Chapter 12:
Case Studies
Selected gambling company case studies
Paddy Power
Betfair
Sky Bet
mFortune
Jackpot Joy
William Hill
Bet36
OpenBet

- Facebook
- Google +
- Paddy Power
- Betfair
- Sky Bet
- mFortune
- Jackpot Joy
- William Hill
- Bet36
- OpenBet

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