What do you mean when you say 'Social'

James: Conversations

Social is people...

• Sharing Ideas• Exchanging opinions• Discussion

The media is just where it is done

Gaming and the brutal truth about social...

James: gaming is unsocial

Social stigma associated with gaming• People typically play alone• Casino gaming is immersive

 

If gaming's best customers are the ones who lose the most, how

do they interact with social?

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

If gaming is fairly antisocial, what parts are social?

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

Facebook and gaming?

James: Facebook is everywhere

• Facebook in Bing• Social circle in Google

Peer validation of results increases CTR

Twitter and gaming?

 

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

What else is there?

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 

How would you run a campaign / strategy using this?

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

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)

KPI's - which ones matter the most to you?

 

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

Final thoughts, the 'elevator take away' 

our best, final take away advice 

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

Thanks!

Thanks Everyone! From James, Jesper & Paul And Nichola for moderating