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What do you mean when you say 'Social'
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James: Conversations
Social is people...
• Sharing Ideas• Exchanging opinions• Discussion
The media is just where it is done
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Gaming and the brutal truth about social...
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James: gaming is unsocial
Social stigma associated with gaming• People typically play alone• Casino gaming is immersive
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If gaming's best customers are the ones who lose the most, how
do they interact with social?
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James: They Look for Winners!
To find losers, look for winners
Popular content includes:• Strategies to improve their performance• Tutorials to improve their odds of winning • Tips about the best places to play
Optimise social content that appeals to your target customer
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If gaming is fairly antisocial, what parts are social?
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James: The not-gaming part
The framework around gaming is highly social
• Events have a loosely connected communityo Interest based sports betting
Football teams Racing events Strategy forums
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Facebook and gaming?
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James: Facebook is everywhere
• Facebook in Bing• Social circle in Google
Peer validation of results increases CTR
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Twitter and gaming?
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James: It's conversational
The readership must be engaged
• It should be used to add value to other channelso Use it to push the discussion elsewhereo Use it for real time discussiono Use it to address consumerso Use it to boost visibility of timely content
Used appropriately, Twitter must be more than links
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What else is there?
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James: Trusted Conversations
Social Media does not begin and end with Twitter / Facebook.
Some Stats:
Forums: 281,000 members discussing poker techniques
Forums: 63,533 members discussing betting strategies
When you ask Google a question ... forums answer
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How would you run a campaign / strategy using this?
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James: Social adds influence
Search already delivers qualified, interested users
• Use social to augment your search resultso Find and promote positive sentimento Engage in communities to provide adviceo Be recognised as a contributoro Use SEO to make content more visible
content structure of forum / blog posts link building to appropriate material
If every discussion a user finds on every forum is about how great you are, then they will find you in a million ways
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Paul: Unibet is based on WOM
Accelerate what has worked from 1997. 'Meaningful Engagement'Mine the social graph using Refer a Friend Take extra care of existing customers so they happily refer us. Make it easier to navigate to content that really helps users (help advice etc)
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KPI's - which ones matter the most to you?
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James: Increased Deposits
Increase the propensity of users to buy ...
...and for buyers to lose.
Increase participation through (meaningful) engagement
Social media is not just about acquisition:• Reputation• Encouragement• Retention
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Final thoughts, the 'elevator take away'
our best, final take away advice
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James: Be the topic of conversation
Know who is saying what about you and when, and recognise the value of those conversations as part of your overall SEO
strategy
xkcd.com (May 2011) - not Marie Curie
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Thanks!
Thanks Everyone! From James, Jesper & Paul And Nichola for moderating