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ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
ICE Conference: Social Proof in iGaming using ZMOT
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ICE Conference: Social Proof in iGaming using ZMOT

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Another ZMOT presentation covering social proof and why you can build a business case around building social proof in the internet. …

Another ZMOT presentation covering social proof and why you can build a business case around building social proof in the internet.
This was for teh ICE conference in London in late January 2012

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  • 1. Nick Garner. Global Head of Search, Unibet He is the head of Search which includes SEO and SMO (social media optimisation) for Unibet, a large European bookmakers. He is a recognised expert in SEO within the gaming industry with a long track record of commercial successes.  An internet marketing veteran, Nick has been architecting and building websites for the last 13 years. He puts his SEO successes down to a practical understanding of internet related technology, human behaviour and ‘outreach’ to win the best links from 3rd party web sites.  Nick is a family man and competitive international sportsman based just outside London. ICE totally gaming / Nick Garner 
  • 2. Social Proof & ZMOT. Ideas for iGaming
  • 3. New acquisitions <ul><li>Where is the new business coming from?  </li></ul><ul><li>Trackable 50% </li></ul><ul><ul><li>Adwords/SEO </li></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><ul><li>Affiliate </li></ul></ul><ul><li>Direct 50% </li></ul><ul><ul><li>Word of mouth </li></ul></ul><ul><ul><li>Social Proof </li></ul></ul><ul><ul><li>Brand Stimulus </li></ul></ul><ul><ul><li>Other  </li></ul></ul>
  • 4. Tracking conundrum... <ul><li>Marketing budget is assigned where there&apos;s accountability. </li></ul>£ -£ No tracking,  no accountability,  no budget...
  • 5. Lets look at customer behaviour <ul><li>Do we really buy just because of the banner advert?  </li></ul><ul><li>What&apos;s your online shopping pattern? </li></ul>
  • 6. Is it this? <ul><li>The traditional marketing funnel </li></ul>
  • 7. Or this? <ul><li>The reality... </li></ul><ul><li>How can you  </li></ul><ul><li>100% track this? </li></ul>
  • 8. Another way of looking at things Maybe, reset your expectations for online as a &apos;100% trackable direct marketing&apos; channel. 
  • 9. ZMOT – Zero Moment of Truth Understanding buyer influences...a little better.
  • 10. ZMOT: 5,000 Respondents Shopper Science was commissioned by Google in 2011 to make more sense of social proof online.
  • 11. Brand Stimulus
  • 12. ZMOT
  • 13. First Moment of Truth
  • 14. Second Moment of Truth “ I don&apos;t like – I share with a bad rating &amp; review!” “ I do like – I share with a good rating &amp; review!”
  • 15. ZMOT is huge 84% say ZMOT shaped their purchasing decisions. This shows the power of online feedback and research.
  • 16. Context : Credit Cards
  • 17. Gambling &gt; Credit Cards
  • 18. “ Depending on the complexity and value of the product or service, users will research at different times.” Research Cycles
  • 19. Age and Behaviour
  • 20. All ages: Online  behavior The young use search engines more, buy online more, but don&apos;t rate/feedback like Gen X.   Source:The Pew Research Center’s Internet &amp; American Life Project 
  • 21. Learning to find the proof... Source:Shopper Sciences In 2011 the average shopper used 10.4 information sources to make a purchasing decision in 2011. Up from 5.3 sources in 2010.  Different sectors: varying No. of sources of information &amp; varying importance of  &apos;social proof&apos;
  • 22. Netgen... <ul><li>15 years of mainstream internet: </li></ul>Source:The Pew Research Center’s Internet &amp; American Life Project  Hypothesis: Learning to use the internet is like learning a language. Natives understand the subtle signals. Late learners can still communicate, just not so well.
  • 23. Actions you can take
  • 24. Perspective: 1% &gt; 2% conversion rate
  • 25. Reputation marketing <ul><li>“ Half my advertising is </li></ul><ul><li>wasted, I just don’t know </li></ul><ul><li>  which half.”   </li></ul><ul><li>Treat online reputation </li></ul><ul><li>management like brand/pr </li></ul><ul><li>spend. </li></ul>
  • 26. Honest reviews...? <ul><li>iGaming: social proof is distorted by affiliates. </li></ul>
  • 27. Find your Zero moments <ul><li>Turn 1 in 100 to 2 in 100. Only a small group care about you. </li></ul><ul><li>Marketing = &amp;quot; managing customer relationships in ways that benefit the organization and its stakeholders&amp;quot; Source:Wikipedia </li></ul><ul><li>Find the greatest Intent hot spots where potential customers seek information and validation about your service or product: </li></ul><ul><li>- Forums  </li></ul><ul><li>- Trusted Reviews  </li></ul><ul><li>- Thought leaders  </li></ul><ul><li>- Tidy up your Google search results.  </li></ul><ul><li>Manage those touch points. The traffic won&apos;t always be big, but the commercial intent is huge. </li></ul>
  • 28. Last Click (isn&apos;t) Always Best <ul><li>Review your tracking. Can you set up decent attribution modelling? I.e. can you go upstream of the last click?  </li></ul><ul><li>Google Analytics will give you 1st contact phrase and subsequent converting phrase.  </li></ul><ul><li>Look at some &amp;quot;customer journey mapping&amp;quot;: </li></ul>
  • 29. Final thoughts <ul><ul><li>Question: What percentage of your new customers are &apos;direct&apos; i.e. you have no marketing data for them? is it about 50%?. Those are &apos;influenced&apos; people. </li></ul></ul><ul><ul><li>Get someone in charge of ZMOT </li></ul></ul><ul><ul><li>Map out customer touch points online. Use ZMOT to help focus this process (Search engines, places of discussion)  </li></ul></ul><ul><ul><li>Look at your reporting systems. Do you ignore huge opportunities because they are difficult for business cases? </li></ul></ul><ul><ul><li>Can you use some of your brand money for ZMOT? </li></ul></ul><ul><ul><li>Accept you won&apos;t get 100% attribution tracking, but it&apos;s improving all the time. </li></ul></ul>
  • 30. Thanks! Nick Garner

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