When marketers saw how many potential consumers were falling for the charms of social networks like Facebook and Twitter, they knew that if they wanted to connect with these potential consumers they would need to incorporate social media into their marketing strategies. Integrating social media is now a must and companies that have adapted accordingly are fast seeing the benefits.

Can social media work in the gambling industry? More importantly, can social media increase acquisitions for online casinos?

Amidst rumours of Facebook introducing real money gambling soon, some say that social media can’t really deliver for the gambling industry. Perhaps it won’t, but maybe it is just a matter of learning how to use this dynamic tool effectively.

Grow with them

Social networks are growing far beyond expectations. Facebook has just registered its 800 millionth user meaning that 1 in 13 people around the world are on Facebook.

When Twitter launched in May 2008 it reported 1.2 million unique visitors worldwide. By the beginning of 2012 it had 100 million users globally. While the number of users is growing, so are the number of Tweets – in June 2010 the average number of Tweets per day was 65 million while in September 2011 it was 230 million.

There are also other smaller but still significant social networks like Foursquare with over 15 million users, Google’s Orkut with 66 million users worldwide and Google+ acquired 40 million users within its first few months of launching.

How to grow with them

Ten key considerations for effective social media plans:

  1. To be effective, social media must not be treated as separate from an overall business plan. Social media should be used to maximize other acquisition tools by assisting in targeting and building profiles of customers receiving email or sms marketing. A great example of this was when the Tate Modern added an email ‘opt-in’ section on its Facebook page; 13,000 new people, who were previously not contactable via email, opted in and were added to the Tate Modern’s mailing list.
  2. There are also location-based as well as video and picture-sharing social networks. YouTube has now become the second biggest search engine and some countries have social networks that are even more popular than Facebook. In October 2011, 59.1 percent of Orkut’s users were in Brazil, with India following at 27.1 percent. Some social networks are realizing that they might spread themselves too thin by aiming for global coverage so are looking for the right marketplace and the complementary tool for this specific market place.
  3. Search engines are now becoming more social and personalized. To ensure the success of Google+, Google incorporated it into its algorithm, impacting search engine results. Using the ‘Search, Plus Your World’ option, Google users can now search the web in general as well as within their Google+ social graph.
  4. Facebook has recently announced that it is interested in exploring real money gambling. This means that even online casinos that are not big contenders should still see a significant increase in awareness of online gambling in potential customers.
  5. Operators need to change their focus from broadcasting messages to targeted customer engagement and from the distribution of their own content to the generation of content from themselves and their customers.
  6. Mobile users utilize the Internet mostly for social networking. More than half of the Internet time on mobile phones in the UK is spent on Facebook. When companies get mobile and social media working symbiotically they will see great benefits.
  7. Having a social presence is not enough. Quality content is equally as important. What is quality content? On Facebook, ‘Comments’ are more valuable than ‘Likes’. According to a Socialnomics survey, 90 percent of purchasing consumers base their decisions on recommendations from friends and only 14 percent trust advertisements. A ‘Comment’ endorsing a product is far more effective than an advertisement.
  8. Listening is key. Social monitoring technologies provide insight into a number of variables like companies, their competitors, the specific industry and individual products. Social strategy should include looking at these results and then making a strategy based on them.
  9. The measuring of social networks needs to move beyond page views and clicks, or numbers of ‘fans’ or ‘followers’. Relevance of content and interaction with potential customers are vital and without them all of the other ‘measurements’ mean nothing.
  10. Social networks have endless streams of profiling data that can help operators to personalize their marketing strategies, but operators have to link all of the conversations, posts, blogs, check-ins and other social data and databases. With so much information available it is no longer a matter of having access to information but more a matter of how to process and use all of the information.


About the Author

Cristina works for Fortune Affiliates in the Marketing team. Cristina drives, organizes and co-ordinates projects and activities to execute the affiliate brand marketing strategies and objectives. Cristina’s forte is keeping up to date with industry news in the affiliate market, making sure that no stone goes unturned when it comes to efficient and effective affiliate marketing. Sign up for Fortune Affiliates now.


Related posts: