Big Data: Creation, Promotion andMonetization Through SocialSNCE 2013Mike LitsonМайк ЛитсонHead of iGamingГлава онлайн-игрBlueclaw LtdBlueclaw Ltd
What is Big DataIn information technology, bigdata is a collection of datasets so large and complex thatit becomes difficult to processusing on-hand databasemanagement tools ortraditional data processingapplications.Wikipedia.org
What is Big Data• Defining “Big Data” isn’t actually easy• Anything that would be unmanageable byhand• Kind of a nonsense term• Is it just something marketers like waffleabout?• Outside of marketing, science, government etc• The new marketing “buzz” item
Why Big Data is ImportantWhy You Should Use It• Big Data is EVERYWHERE!!!!• Creation of unique opportunities and insights• New and exciting information for your customerbase• Marketing has changed the sales funnel is broken• The sales process has changed 56% browse theinternet while watching TV• Loyalty is more important than ever• It can save you money! (SEO, PR, Branding)
Big Data Friendly NichesObvious• Sports – Almost Too Easy• Pets• Dating• Technology• Games• FoodThese are traditionallyconsidered the fun and easyniches to market.• Insurance• Finance• B2B• PoliticsThese are usually thought ofas the boring and hardniches to market.The Not So
Big Data: The GoodBetting has been using Big Data for Years!Data is the driving force behind allbetting activity!Whether that is:• QUANTITATIVE – “Messi scores 42% ofhis goals in the first half according tothe stats, therefore I’m placing a betthere”• QUALITATIVE – “Arsenal seem to beweak at corners, therefore I’m placing abet that they concede from a corner”The aim in your content is to use data toreinforce these justifications, but do so inan engaging manner that both informsand entertainsSports
Big Data: The Good5. Drive betting (newcustomers, traffic)4. Great and valuable content is sharedonline3. Social Media audience is built andengaged with to share content2. Create content for your Social Mediaaudience1. Understand what content youraudience wantsSports
Big Data: The Good Sports - Twitter• You Can Emulate the success Optahave had with data and use data asa way to encourage your players tojoin• Use it to give your Twitter apersonality – don’t broadcast butengage. Listen to what sportingfans are talking about and use datato provide value to theconversation.• Engage with influencers –journalists, bloggers, celebrities, players and clubs – increase ourmarketing reach and extend ourbrand awareness.
Big Data: The Good Sports – Data-TainmentENTERTAIN WITH DATA• Listen to your audience onSocial Media – what do theycare about?• Analyse the data needed toreact e.g. players, goals, teamform.• React by creating engagingcontent using that data.Provide them with value.• Distribute using your engagedand thought leading SocialMedia communities.• Drive site traffic, newcustomers, retainedcustomers, earnedmedia, higher rankings &awards.
Big Data: The Good Sports – ROIRETURN ON INVESTMENT• Customer acquisition – This content will be so good that we will acquire you newcustomers who come with long term value – it encourages people to BET!!!!• Customer retention – This Social Media and content will keep users on site and keepthem receptive to marketing and advertising.• Earned media – this content will be so engaging that it earn equity on high rankinginfluential websites.
Big Data: The BadSpot the mistake?Yes that’s right itadds up to193%.....This was slightlyembarrassing forFox News…
Key Ingredients1. Ask the right questions – We saw itearlier, pointless data is pointless to market.2. Be creative with what you have.3. Keep it simple – well your take homes should bethe point is to make it easy to digest.
Main Challenges1. The YOU CANT SAY THAT2. Resource!3. We don’t want to give away our data to competitors4. Do people actually want it/care? – I know I’ve alreadysaid it, but it needs to be repeated.5. Resource again! – Promoting the piece. Things don’tjust go viral or generate ROI!
The Data is Out ThereThe Google data isincredibly easy to accessand allows you to playwith it visually.It’s quite limited but is agreat starting point ifyou don’t have anyuseful data yourself.
Promoting Big DataEmail People - SimplePick upthe phoneSocial interactionPay for it - webmastersSocial Advertising – ie Promoted postsWeb Communities
MonetizationDoes it meet a need?• Desire for gain• Fear of loss• Comfort and convenience• Pride of ownership• Satisfaction of emotion• The Bandwagon effectWhy do people buy?You can’t easily meet all of these needs withdata!You can however:• Create fear of loss – crime figures forselling insurance.• Appeal to the bandwagon effect• Desire for Gain