Social media acquisition nick garner


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Social media acquisition nick garner

  1. 1. Social Media Acquisition Has Been A Waste of Time...Now What? Presented by: BAC1/73 Nick Garner 2011
  2. 2. Once upon a time... Presented by: BAC2/73 Nick Garner 2011
  3. 3. AffMar There was an affiliate marketeer. His name was AffMar – he was a bit manic! Presented by: BAC3/73 Nick Garner 2011
  4. 4. OpMar And his friend operator marketeer OpMar – He didn’t get outside much and didn’t get enough sleep. Presented by: BAC4/73 Nick Garner 2011
  5. 5. Facebook AffMar and OpMar were buddies, so they got together to have a talk about Facebook. With 750,000,000 users, they wanted to give it a big push. Presented by: BAC5/73 Nick Garner 2011
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  7. 7. Presented by: BAC7/73 Nick Garner 2011
  8. 8. Facebook stats “Facebook is immense!” People on Facebook More than 750 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook Activity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Presented by: BAC8/73 Nick Garner 2011
  9. 9. Presented by: BAC9/73 Nick Garner 2011
  10. 10. Facebook looks good! “So they are bigger than Google now!? Yes, by minutes spent on site but that doesnt equate to commercial intent. Also Google is where you jump from. Facebook is where you hang out. Maybe they should just stop working Google? Presented by: BAC10/73 Nick Garner 2011
  11. 11. Presented by: BAC11/73 Nick Garner 2011
  12. 12. Presented by: BAC12/73 Nick Garner 2011
  13. 13. Facebook & iGaming “So its true iGaming is huge on Facebook?” “Yes it looks like it...” Presented by: BAC13/73 Nick Garner 2011
  14. 14. Texas HoldEm Poker Case studies Presented by: BAC14/73 Nick Garner 2011
  15. 15. Texas HoldEm Poker!!! Presented by: BAC15/73 Nick Garner 2011
  16. 16. Its very interesting! “I could market casino “I could build some apps games in Facebook” and convert users to real players... Presented by: BAC16/73 Nick Garner 2011
  17. 17. $$$! Presented by: BAC17/73 Nick Garner 2011
  18. 18. Research time... “OK, Ill do some research and talk to legal about this. Its obvious Facebook is where its at” AffMar “Ill ask my affiliate buddies about Facebook, I bet they have made stacks of cash already!” Presented by: BAC18/73 Nick Garner 2011
  19. 19. A couple of days later... Presented by: BAC19/73 Nick Garner 2011
  20. 20. OpMar wasnt so happy OpMar heard back from wasnt promising. So he called AfMar to share the news. :-( Presented by: BAC20/73 Nick Garner 2011
  21. 21. Gambling ads “You have to get permission and they want $30K a month minimum spend?!” Gambling and Lotteries Ads that promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are only allowed in specific countries with prior authorization from Facebook. "The gambling ads cannot be purchased through the self-serve ads tool. Gambling advertisements as Facebook mentions will be available through direct sales partnership between the advertiser and the publisher requiring a monthly spend of $30,000 USD." Presented by: BAC21/73 Nick Garner 2011
  22. 22. Big Budgets “I can advertise because I have the budget, although Ive heard the conversion rates arent great. Anyway AffMar I think you have a problem” “Youre right, I cant punt that much before pilot testing facebook ads out.” Presented by: BAC22/73 Nick Garner 2011
  23. 23. Ads not working “Campaign has always been bad on ROI, so this isnt good” Part of the problem is that ads on Facebook perform even more poorly than standard banner ads. Even before the jump, though, Facebook posted $1.86 billion in advertising revenues in 2010, according to eMarketer. Facebook serves up more than 50 billion banner ads per month. Presented by: BAC23/73 Nick Garner 2011
  24. 24. PPC not that good “Facebook PPC is ok, but there isn’t a lot of volume and CPC rates are rising. Also when I want to buy something, I dont go to Facebook to price compare!” Presented by: BAC24/73 Nick Garner 2011
  25. 25. Apps / Pages “What about all the social acquisition stuff – like apps and fan pages? ” “That’s not looking good either unfortunately” Presented by: BAC25/73 Nick Garner 2011
  26. 26. Apps “Its fun only, no direct linking to my site and users cant cash out for $$” Gambling Applications: Developers may operate an App displaying a gambling brand as long as: It is clear through either the branding (e.g., “[insert name of gambling company] For Fun”) or the name of the App (“[insert name of gambling company] Free Poker”) that the App is a “for fun only” game. The App does not link in any way to a gambling site. Earnings within the App can’t be cashed out in any way, including being converted into credit that may be used to gamble online or at a casino. Presented by: BAC26/73 Nick Garner 2011
  27. 27. Fan page likes “OK, well then fan pages are cool, what about converting from them. Duck tape has 4.4m fans, then gambling sites must be really popular!” Presented by: BAC27/73 Nick Garner 2011
  28. 28. Fan page likes “Nope...People dont really like normal gambling pages much.” Presented by: BAC28/73 Nick Garner 2011
  29. 29. Fan page likes “Some argue fans are worth up to $136 each, but I dont think facebook influences users to spend. You just like a page because you already like the brand. Stats (pdf report) And...27% of all externally referred Facebook traffic comes from Google, so when you want to find a brand page in Facebook, Google is a great help. Stats Presented by: BAC29/73 Nick Garner 2011
  30. 30. Direct Traffic “And when it comes to generating direct traffic from Facebook, its even behind Reddit, but at least it outranks MediaTakeout Hey, what do I care – I cant get direct traffic anyway” Presented by: BAC30/73 Nick Garner 2011
  31. 31. Pages “I cant legally click through to my site, so any Facebook social stuff will just be branding for me. And I dont see how AffMar can make this pay since hes got far less marketing spend than I have” Authorized gambling, games of skill or lottery Pages must: Gate access to users above the age of 18 years old and in jurisdictions in which permission to advertise has been granted. Limit posting to admins. Facebook users should not be able to post content to the Page. They may, however, comment on or "Like" posts by an admin. Presented by: BAC31/73 Nick Garner 2011
  32. 32. Zynga will rule (probably) “One other thing, if (when) Facebook allow gambling transactions, Zynga will rule.” Presented by: BAC32/73 Nick Garner 2011
  33. 33. So its not looking good. Presented by: BAC33/73 Nick Garner 2011
  34. 34. “If social acquisition is a waste of time... then what?” Presented by: BAC34/73 Nick Garner 2011
  35. 35. There was SEO (tough) , PPC (expensive and restrictive)  Campaign (poorly performing), so it wasnt really looking easy for the guys.  Presented by: BAC35/73 Nick Garner 2011
  36. 36. “Ohhhh!!!” Presented by: BAC36/73 Nick Garner 2011
  37. 37. Presented by: BAC37/73 Nick Garner 2011
  38. 38. OpMar read about ZMOT, an idea Google had recently presented in their PR war with Facebook. AffMar didn’t know what it was so OpMar explained the idea... Presented by: BAC38/73 Nick Garner 2011
  39. 39. ZMOT – Zero Moment of Truth Presented by: BAC39/73 Nick Garner 2011
  40. 40. 5000 Respondents “They used data from 5,000 respondents, so its a good sample size” Presented by: BAC40/73 Nick Garner 2011
  41. 41. Brand Stimulus Presented by: BAC41/73 Nick Garner 2011
  42. 42. ZMOT OpMar “Nice if I could get direct traffic from Facebook” Presented by: BAC42/73 Nick Garner 2011
  43. 43. First Moment of Truth Presented by: BAC43/73 Nick Garner 2011
  44. 44. 2nd Moment of Truth “I do like – I share with a good rating & review!” “I dont like – I share with a bad rating & review!” Presented by: BAC44/73 Nick Garner 2011
  45. 45. ZMOT – Zero Moment of Truth “Easy online feedback is affecting buying decisions of online users. Its social proof on a massive scale” Presented by: BAC45/73 Nick Garner 2011
  46. 46. What is Social Proof? “Hey OpMar you go on about social proof a lot, what do mean exactly?” “Im glad you asked, I see it as: The human tendency to believe that others around them might know more than they do, and thereby making decisions based on what others are doing, particularly as more people lean toward one behaviour / decision / purchase. Also referred to as “informational social influence” by some...” Presented by: BAC46/73 Nick Garner 2011
  47. 47. Social Proof & ZMOT “So what does Social Proof look like online?” “ I think its: - Reviews on review sites (that rank in Google) - Comments and ratings that show up next to businesses on Google. - Message boards on corporate and retail sites of all kinds - Online community sites where users compare notes and share information. - Seller ratings in search results (search for “kids bikes” on Google and you’ll see the stars right at the top)” - Consumers talking directly through email, social networks, chat and IMs, or posting videos on YouTube and other sites Presented by: BAC47/73 Nick Garner 2011
  48. 48. ZMOT is huge “84% say ZMOT shaped their purchasing decisions. To me, this shows the power of online feedback and research” Presented by: BAC48/73 Nick Garner 2011
  49. 49. Users do research! “According to the report, an average shopper used: 10.4 information sources to make a purchasing decision in 2011. Up from 5.3 sources in 2010. I think shoppers are getting more savvy...” Presented by: BAC49/73 Nick Garner 2011
  50. 50. Context : Credit Cards “I think a credit card account has the same emotional weight as a gambling account. Its fine when they work, but were screaming when they dont” Presented by: BAC50/73 Nick Garner 2011
  51. 51. Gambling : Credit Cards “My guess is, in iGaming the research begins about 1 month before action and peaks about a week before opening an account.” “Hey OpMar, so that means search engines are really important in ZMOT!” Presented by: BAC51/73 Nick Garner 2011
  52. 52. Research Cycles “Depending on the complexity and value of the product or service, users will research at different times.” Presented by: BAC52/73 Nick Garner 2011
  53. 53. “Yes AffMar I do think search engines are critical in finding social proof in for people who want to have an iGaming account” “Social proof means review sites and I already have a review site - I make good money on it!” “Well, you are touching on a very interesting point that is almost unique to iGaming...” Presented by: BAC53/73 Nick Garner 2011
  54. 54. The conditions that mould the affiliate ecosystem: “AffMar, here is my theory on ZMOT and iGaming: 1. iGaming affiliate is very profitable...if you rank and ideally have a brand, so there are a lot of affiliates. 2. Affiliates only care about revenue and ongoing business, its the operators job to keep a customer happy and keep the brand strong. 3. Affiliates aren’t bound by licence terms or advertising legislation, so they can say more or less what they like to get the sale... 4. Affiliates can do something operators dont do – make direct comparisons between each other.” So True ;-) Presented by: BAC54/73 Nick Garner 2011
  55. 55. Reviews If a user goes to online casino reviews, they will see affiliate sites with honest reviews. – that’s my site! Presented by: BAC55/73 Nick Garner 2011
  56. 56. Honest Reviews “So AffMar, are your reviews really honest? Or is your leaderboard order about who makes you, the most cash? “Well OpMar, I think you know the answer ;-) “ Presented by: BAC56/73 Nick Garner 2011
  57. 57. Affiliate Bounties “Ive noticed when an operator offers me a bigger bounty, or more rev share, that operator starts getting to the top of the review sites pretty quickly! In fact Lucky U Win Casino is very good according to lots of review sites.” “Yes, theyre ruthless on conversion revenue optimisation and so can offer bigger affiliate deals. Users think they are genuinely better and get influenced by this. This has a massively distorting effect on the ZMOT/social proof ecosystem” Presented by: BAC57/73 Nick Garner 2011
  58. 58. So What! “That’s intense! But the only thing that comes to mind is – So what?!” “Good question... AffMar, you cost me a lot of money and I want to spend less on commission only salesmen and I think ZMOT is one way I can cut my spend. Presented by: BAC58/73 Nick Garner 2011
  59. 59. So What! “Ha Ha very funny! You know Im here because you cant do your online marketing well enough ;-) Anyway, I think I can make this work as well...” “OK, well lets go through some ideas then!” Presented by: BAC59/73 Nick Garner 2011
  60. 60. OpMars Plan This is how I intend to do it... Presented by: BAC60/73 Nick Garner 2011
  61. 61. Business case “Im taking charge of ZMOT: - Setting up tracking so I can collect evidence - Laying out the business case ROI - Working across the business to make sure I have the right structures on place i.e. relationships with CRM & new sites being built and sorting out the SEO team. Presented by: BAC61/73 Nick Garner 2011
  62. 62. SEO & ZMOT SEO is critical in manipulating the ZMOT / social proof ecosystem. i.e. ranking the right content around the right phrases The big area for ZMOT is ranking on phrases where people: - Compare i.e. Is A better than B - Question i.e. What do others say? - Cross Check i.e. Is there a consistent opinion? Its not just the raw volume of searches, its the intent. So if someone goes review MyOperatorBrand they are probably more committed then if they searched online casino Presented by: BAC62/73 Nick Garner 2011
  63. 63. Start listening “Im setting up a listening station and see what people are asking about when it comes to my brand. -Google Alerts Ill Rank those positive conversations in Social proof hotspots ” Presented by: BAC63/73 Nick Garner 2011
  64. 64. Sorting out Negatives Im setting up a reputation management strategy and dealing with stuff where there is influence. Try searching [operator name] stole money ;-) A classic is Nike Sweatshops Presented by: BAC64/73 Nick Garner 2011
  65. 65. Blended search “Fortunately blended search isnt so important for ZMOT related phrases, so its one less thing to deal with. i.e. you dont get much image search or video listings.” Presented by: BAC65/73 Nick Garner 2011
  66. 66. Feedback “Win positive reviews. Rank them on brand.” Presented by: BAC66/73 Nick Garner 2011
  67. 67. AffMars Plan This is how Ill do it... Presented by: BAC67/73 Nick Garner 2011
  68. 68. Email Database “Ive got a database of emails, so Im going to do a survey and ask for comments and feedback. Ill then add this real content to my site and rank it for [operator] review Of course Ill edit out the negative reviews, so the best paying operators like Lucky U Win Casino will look great! Presented by: BAC68/73 Nick Garner 2011
  69. 69. Affiliates = fast “OpMar, because you’re so slow to get moving, Ill out rank you on your brand. Ill just copy what you’re doing, but use my own site!” Presented by: BAC69/73 Nick Garner 2011
  70. 70. Reviews “Im going to be relentless with getting reviews. Someday, Ill have one of the biggest iGaming review hubs there is!” Presented by: BAC70/73 Nick Garner 2011
  71. 71. Competition “You know AffMar – you are a clever marketeer and I know you will make a lot of money form this. I guess were going to compete! “ “Of course! And you will end up paying me a lot of commission ;-)” Presented by: BAC71/73 Nick Garner 2011
  72. 72. AffMar and OpMar did go on and make a lot more money, which made them happy. Presented by: BAC72/73 Nick Garner 2011
  73. 73. The End. Presented by: BAC73/73 Nick Garner 2011