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

    • 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 
    • Social Proof & ZMOT. Ideas for iGaming
    • New acquisitions
      • Where is the new business coming from? 
      • Trackable 50%
        • Adwords/SEO
        • Campaign
        • Affiliate
      • Direct 50%
        • Word of mouth
        • Social Proof
        • Brand Stimulus
        • Other 
    • Tracking conundrum...
      • Marketing budget is assigned where there's accountability.
      £ -£ No tracking,  no accountability,  no budget...
    • Lets look at customer behaviour
      • Do we really buy just because of the banner advert? 
      • What's your online shopping pattern?
    • Is it this?
      • The traditional marketing funnel
    • Or this?
      • The reality...
      • How can you 
      • 100% track this?
    • Another way of looking at things Maybe, reset your expectations for online as a '100% trackable direct marketing' channel. 
    • ZMOT – Zero Moment of Truth Understanding buyer influences...a little better.
    • ZMOT: 5,000 Respondents Shopper Science was commissioned by Google in 2011 to make more sense of social proof online.
    • Brand Stimulus
    • ZMOT
    • First Moment of Truth
    • Second Moment of Truth “ I don't like – I share with a bad rating & review!” “ I do like – I share with a good rating & review!”
    • ZMOT is huge 84% say ZMOT shaped their purchasing decisions. This shows the power of online feedback and research.
    • Context : Credit Cards
    • Gambling > Credit Cards
    • “ Depending on the complexity and value of the product or service, users will research at different times.” Research Cycles
    • Age and Behaviour
    • All ages: Online  behavior The young use search engines more, buy online more, but don't rate/feedback like Gen X.   Source:The Pew Research Center’s Internet & American Life Project 
    • 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 & varying importance of  'social proof'
    • Netgen...
      • 15 years of mainstream internet:
      Source:The Pew Research Center’s Internet & 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.
    • Actions you can take
    • Perspective: 1% > 2% conversion rate
    • Reputation marketing
      • “ Half my advertising is
      • wasted, I just don’t know
      •   which half.”  
      • Treat online reputation
      • management like brand/pr
      • spend.
    • Honest reviews...?
      • iGaming: social proof is distorted by affiliates.
    • Find your Zero moments
      • Turn 1 in 100 to 2 in 100. Only a small group care about you.
      • Marketing = " managing customer relationships in ways that benefit the organization and its stakeholders" Source:Wikipedia
      • Find the greatest Intent hot spots where potential customers seek information and validation about your service or product:
      • - Forums 
      • - Trusted Reviews 
      • - Thought leaders 
      • - Tidy up your Google search results. 
      • Manage those touch points. The traffic won't always be big, but the commercial intent is huge.
    • Last Click (isn't) Always Best
      • Review your tracking. Can you set up decent attribution modelling? I.e. can you go upstream of the last click? 
      • Google Analytics will give you 1st contact phrase and subsequent converting phrase. 
      • Look at some "customer journey mapping":
    • Final thoughts
        • Question: What percentage of your new customers are 'direct' i.e. you have no marketing data for them? is it about 50%?. Those are 'influenced' people.
        • Get someone in charge of ZMOT
        • Map out customer touch points online. Use ZMOT to help focus this process (Search engines, places of discussion) 
        • Look at your reporting systems. Do you ignore huge opportunities because they are difficult for business cases?
        • Can you use some of your brand money for ZMOT?
        • Accept you won't get 100% attribution tracking, but it's improving all the time.
    • Thanks! Nick Garner