Social  media  &  the  path  to  purchase  &  loyalty    Tania  Seif,  Head  of  Social  Marke:ng  

79%  of  SMARTPHONE  USERS  keep  their  phones  with  them  for  all  but  two  hours  of  their  waking  day    

Source:  Carat  Consumer  Panel  (n=11,000);  The  Drum  

0   500000   1000000   1500000   2000000   2500000   3000000   3500000   4000000   4500000  

Lord  Sugar  

Joey  Essex  

Buzzfeed  

The  Lad  Bible  

The  Sun  

Coral  

O2  

Cadbury's  

Labour    

MacDonalds  

FHM  

E4  

Conserva:ves  

Diet  Coke  

Changing  dynamics  of  brand  owned  media  

Source:  Twi]er.com    

It  is  the  vehicle  not  the  core  behaviour    

The  theory  of  the  path  to  purchase  

Source:  Forrester,  2014  

0%  

5%  

10%  

15%  

20%  

25%  

30%  

35%  

40%  

45%  

2013     2014  

13%  

8%  

25%  

42%  

30%   31%  Not  in  the  last  month  

Yes,  on  a  mobile  /  tablet  

On  2+  channels  

Have  you  placed  a  bet  with  Coral  in  the  last  month?  

Source:  Gala  Coral  Group,  n=1200  

1.  In-­‐sourcing    2.  Adap:ng  the  content  strategy  for  the  

environment    3.  Growing  a  community  within  our  core  

demographic    4.  Amplifying  Paid  social    

ADVERTISING   CONTENT  

INTERRUPTIVE  

ONE-­‐WAY  

MESSAGING  

PARTICIPATIVE  

TWO-­‐WAY  

CONVERSATIONS  

PROJECTED   PUBLISHED  

PAID  FOR   EARNED  &  OWNED  

PUSH   PULL  

ADVERTISING  

CONTENT  

Source:  h]p://www.kantarmedia.co.uk/news-­‐views/our-­‐latest-­‐news/kantar-­‐media-­‐study-­‐confirms-­‐link-­‐between-­‐twi]er-­‐ac:vity-­‐and-­‐tv-­‐viewing/    

•  Tweet  levels  correlate  with  viewing  figures  •  Twi]er  ac:vity  has  boosted  audiences  by  an  es:mated  2%  on  11%  on  ‘social’  programmes  

•  Sport,  entertainment,  talent  shows,  soaps  and  some  drama’s  score  par:cularly  well    

Twi]er  &  TV:  ‘In  a  rela:onship’    

Source:  Ofcom,  h]p://www.theguardian.com/news/datablog/2013/aug/01/na:on-­‐media-­‐mul:-­‐taskers-­‐ofcom-­‐communica:ons-­‐report  

Media  ‘stacking’  -­‐  conduc:ng  ac:vi:es  or  communica:ng  via  other  devices  while  watching  TV;  

but  these  ac:vi:es  are  not  related  to  the  TV  programme  

being  watched.  6  in  10  UK  adults  (56%)  

Media  ‘Meshing’  -­‐  conduc:ng  ac:vi:es  or  communica:ng  via  other  devices  while  watching  TV;  these  ac:vi:es  are  related  to  the  TV  programme  being  watched.  

 ¼  UK  adults    

#RoyalBaby2  #NameOfThrones  

Trend  marke:ng    

Push  to  Pull  &  Planned  to  Always-­‐on    

There’s  more  than  1  person  here!  

•  Concise  copy  (2  lines  max)  •  Clear  call  to  ac:on    •  A]en:on  grab  with  

highlights  &  caps  •  Op:mise  landing  for  mobile  

•  Legal  s:pula:ons  •  20%  text  rule  &  

concessions    

•  Real-­‐:me  relevancy    

Deconstruc:ng  crea:ve  

The  Jerry  Seinfeld  Cold  Call    

“Sorry,  can’t  talk  now,  but  give  me  your  home  number  and  I’ll  call  you  

back  later.”  The  cold  caller  says  he  can’t  do  that.  Seinfeld  says:  “That’s  because  you  

don’t  like  being  called  at  home,  right?  Well,  now  you  know  how  I  feel.”  

Our  greatest  challenge  

Targe:ng  paid  social  with  CRM  

LOW  MEDIA  WASTAGE  

 Exposed  to  1,000  messages  every  day  £18.4  Million  spent  on  adver:sing  

4%  remembered  posi:vely    7%  remembered  nega:vely    

89%  wasn’t  remembered  at  all    Dave  Tro]    

Coral  CheltenHAM  Fes:val    

Coral  CheltenHAM  Fes:val    •  478%  increase  in  

socially  referred  

traffic  versus  previous  4  months    

 •  94.68%  YOY  

increase  in  bets  via  

mobile    

Source:  Crimson  Hexagon,  April  2015  

56.9%

4.4%

9.9%

7.4%

6.4%

8.9%

5.6% Retail PC online

Mobile

25  

57%  of  the  total  market  in  the  last  12  months  have  only  used  beVng  shops  –  whereas  just  22%  have  just  used  online.  21%  of  the  beVng  popula\on  use  both  online  and  retail  

59.6   58.7   56.9  

8.7  6.8  

5.6  

14.6  

10.3  9.9  

2.5  

5.2  6.4  

3.2  

3.6  5.0  

5.6  7.1   7.4  

5.9   8.2   8.9  

Q4  2012   Q4  2013   Q2  2014  

Retail  +  PC  +  Mobile  

PC  +  Mobile  Only  

Mobile  Only  

Retail  +  Mobile  Only  

PC  Only  

Retail  +  PC  Only  

Retail  Only   -­‐5%  

-­‐36%  

-­‐32%  

156%  

38%  

32%  

51%  

-­‐3%  

-­‐18%  

-­‐4%  

23%  

22%  

4%  

9%  

Q2  14  v  Q4  13   Q2  14  v  Q4  12  

UK Market Cross-Channel Use – 12 Monthly  

UK  Market  Cross  Channel  Segments  +  Growth  from  2012  to  Q2  2014  

32.0%  

18.8%  

8.9%  

7.5%  

9.3%  

8.1%  

7.0%  

1.5%  

0.4%  

6.4%  

32.2%  

19.6%  

9.4%  

8.8%  

8.5%  

7.6%  

6.3%  

0.9%  

0.3%  

6.5%  

I  searched  the  app  store  

I  saw  a  TV  advert  

I  saw  an  ad  on  Facebook/Twi]er  

I  saw  an  advert  in  a  beung  shop  

I  received  an  email  promo:ng  it  

Someone  I  know  told  me  about  it  

I  searched  on  Google  

I  received  a  SMS  message  promo:ng  it  

I  don't  bet  using  a  Mobile/Tablet  

I  don't  know  

How  did  you  find  out  about  the  Apps  you  use  for  beVng  or  gaming?  (Mobile/Tablet  only)  

Feb15  

Oct14  

Respondents  Mobile  or  tablet  only:  Feb15:  738,  Oct14:  958    

App  store  search  &  TV  adver:sing  remain  key  mobile  communica:on  impera:ves    

In  summary  

•  Apply  the  80/20  rule  on  content  &  adver:sing  •  Use  your  CRM  database  to  target  paid  ads  •  Keep  content  relevant  to  trends    •  Test  and  learn  •  Create  a  strategy  and  plan  as  you  would  for  any  marke:ng  channel