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"Casino Marketing in times of social media: from ads to acts" for Casinos Austria International Marketing Manager Conference

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"Casino Marketing in times of social media: from ads to acts" is about remarkable stories, conversation starters and stuff worth sharing: about how to to capitalize on the stuff you are already doing.

"Casino Marketing in times of social media: from ads to acts" is about remarkable stories, conversation starters and stuff worth sharing: about how to to capitalize on the stuff you are already doing.

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  • 1. Casino Marketing in times of social media. From ads to acts.© InSites Consulting Polle de Maagt for Casinos Austria International Marketing Manager Conference Conversation readiness 1
  • 2. Hello. I am Polle de Maagt. I create impact through conversations at a pretty cool company called InSites Consulting. We work mostly because we’re committed to take research forward, but brands like Ben&Jerry’s, Telenet, Danone and Philips agreed to pay us for it.© InSites Consulting Conversation readiness 2
  • 3. “Advertising is the fee for being unremarkable. “ Robert Stephens (GeekSquad)
  • 4. Casinos are the most remarkable places in the world.Stories of winners and losers. All different kinds of people. Sensation andentertainment.
  • 5. People talk. A lot.Internet and other technologies made iteven easier to talk. But still: 80% of thetalking is done offline. You might not besurprised that talking influences others.Especially when the conversations aresearchable and retweetable.But ask yourself: when was the list timeyou recommended a brand to a friend?
  • 6. Create stories worth talking about: KLM Surprise.KLM surprised random passengers in their effort to discover how happinessspreads. Advertising campaigns make great conversation starters.
  • 7. “Consumers talk more, cheaper, more genuineand more passionate than brands. Let themtalk and share experiences. “So, create stuff worth sharing. Tom de Bruyne (Boondoggle)
  • 8. Harrah’s gave the influencers a story.Influencers, opinion leaders and customers were invited for events andhappenings. Result: 850+ tweets/blogs, 100+ photos and, most important: 85% ofVegas visitors considers their hotels (up from 17%)
  • 9. People don’t talk abouttechnology.However, technology can help createstuff worth talking about and can maketalking easier.So let’s not over-hype technologies andtools like twitter, Facebook, Foursquareand other platforms.They are a mere means, not an goal.
  • 10. Ask yourself: ‘What should consumersbe saying to each other after they’ve seenmy ad or contacted me and my brand?’
  • 11. “Focus on what really matters: making usershappy with your product as quickly as youcan, and helping them as much as you canafter that. If you do those better than anyone “else out there you’ll win. Marc Hedlund (Wesabe)
  • 12. Think retention: buying new consumers is expensive.Keeping your customers is less expensive than acquiring new ones.And happy customers spread the words. Customers who are fed up … well … not.
  • 13. Don’t TALK remarkable, ACT remarkable.Put your money where your mouth is.Start doing things that proof your commitment to help consumers.
  • 14. Look for hidden stories: Nike Ekins.Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
  • 15. Capitalize on the stories that are already happening.Use online media like twitter, Facebook and your own website to share theexperiences that are already taking place.
  • 16. If someone asks you a question, answer politely: Zappos.Zappos invites every employee to WOW their customers. By the way: 11% oforganizations doesn’t reply to customer emails.* InSites Consulting, Meet The Joneses Research, 2010
  • 17. Helping people helps: KLM webcare on Facebook.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
  • 18. Find your ambassadors and help them share the story.Facilitate them in sharing. No, it’s not only Nike, even Puratos (a global bakeryingredient company) has brand fans: a guy even has a Puratos tattoo.
  • 19. Build your online presence upon social infrastructures.Use twitter, Facebook, YouTube and other channels (the places where yourconsumers are) to create reach and plan for conversion.
  • 20. The campaign reached only 17.000 peopleSuccess: referral (8), mentions (200), 40% of target audience
  • 21. Recap.People talk. A lot. And offline too.Kindness, happiness and cool things aretalkable.It isn’t about remarkable talks, it is about acts.A remarkable company culture works.Buying new consumers is expensive.Helping people helps.When you understand your customers, you’lldo better.If someone asks you a question, answerpolitely.
  • 22. It’s really about being human.It is about asking yourself ‘What shouldconsumers be saying to each other afterthey’ve seen my ad or contacted me andmy brand?’It is about integrating conversations inall thinking and acting.
  • 23. ? How to plan for a new kind of advertising?
  • 24. McKinsey’s consumer decision journey: howconsumers make buying decisions.
  • 25. McKinsey’s consumer decision journey: howconsumers make buying decisions.
  • 26. Plan for paid, owned and earned media.
  • 27. Observe Facilitate JoinObserve: see what your consumers are saying andlearn from them.
  • 28. Observe Facilitate JoinFacilitate: facilitate your fans to show their love foryour product.
  • 29. In 2010 the Antwerp Zoomade every Belgian feela bit pregnant too (andgot 300K more visitors)(isn’t she cute)© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu
  • 30. Observe Facilitate JoinJoin: join the conversation to neutralize negativesand feed conversations.
  • 31. Helping people helps: KLM webcare on Facebook.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
  • 32. Not convinced yet?We asked 500 European marketers what they do withword-of-mouth.And we asked them about how they compared to theircompetitors in terms of return on investment,turnover growth, profitability, market share andcustomer satisfaction.Guess what.
  • 33. Product improvement Offline WoM Road map WoMThe best performing marketers do three thingsthat make them stand out.* Conversation Readiness research amongst 500 European marketers
  • 34. Product improvement Offline WoM Road map WoM1) They start to implement Word-of-Mouth rightaway, applying it to their current products.* Conversation Readiness research amongst 500 European marketers
  • 35. Product improvement Offline WoM Road map WoM2) They realize Word-of-Mouth isn’t only online.* Conversation Readiness research amongst 500 European marketers
  • 36. Product improvement Offline WoM Road map WoM3) They approach Word-of-Mouth strategically.* ConversationReadinessresearchamongst500Europeanmarketers
  • 37. You can forget most of the silly things I said. But, please:Remember these fivethings.
  • 38. 1) The world is a conversation network and customers out- converse brands. It is about integrating conversations in all thinking and acting. It is about managing the conversation.
  • 39. 2) It is about changing the way you treat your consumers. About acting human. About being talkable. It is about doing what you say you do, it is about listening and acting. About observing, facilitating and joining the conversation.
  • 40. 3) It isn’t rocket science:sharing and things that are worth start from make them easy to spread.
  • 41. Read the manual.Seriously.Read it.
  • 42. 48
  • 43. I hope I was worth sharing.Send me an email atpolle@insites.eu so I can help youremind of the 48 hours.Find the presentation athttp://polle.me/casino