Tania Seif oversees the social marketing strategy and team at Coral, one of the UK’s largest bookmaking and gaming brands. Read Tania's presentation 'Social Media & the Path to Purchase & Loyalty' from oi15

1. Social
media
&
the
path
to
purchase
&
loyalty
Tania
Seif,
Head
of
Social
Marke:ng

2. 79%
of
SMARTPHONE
USERS
keep
their
phones
with
them
for
all
but
two
hours
of
their
waking
day

3. Source:
Carat
Consumer
Panel
(n=11,000);
The
Drum

4. 0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
Lord
Sugar
Joey
Essex
Buzzfeed
The
Lad
Bible
The
Sun
Coral
O2
Cadbury's
Labour
MacDonalds
FHM
E4
Conserva:ves
Diet
Coke
Changing
dynamics
of
brand
owned
media
Source:
Twi]er.com

5. It
is
the
vehicle
not
the
core
behaviour

6. The
theory
of
the
path
to
purchase
Source:
Forrester,
2014

7. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2013
2014
13%
8%
25%
42%
30%
31%
Not
in
the
last
month
Yes,
on
a
mobile
/
tablet
On
2+
channels
Have
you
placed
a
bet
with
Coral
in
the
last
month?
Source:
Gala
Coral
Group,
n=1200

8. 1. In-­‐sourcing
2. Adap:ng
the
content
strategy
for
the
environment
3. Growing
a
community
within
our
core
demographic
4. Amplifying
Paid
social

9. ADVERTISING
CONTENT
INTERRUPTIVE
ONE-­‐WAY
MESSAGING
PARTICIPATIVE
TWO-­‐WAY
CONVERSATIONS
PROJECTED
PUBLISHED
PAID
FOR
EARNED
&
OWNED
PUSH
PULL

10. ADVERTISING

11. CONTENT

12. Source:
h]p://www.kantarmedia.co.uk/news-­‐views/our-­‐latest-­‐news/kantar-­‐media-­‐study-­‐confirms-­‐link-­‐between-­‐
twi]er-­‐ac:vity-­‐and-­‐tv-­‐viewing/
• Tweet
levels
correlate
with
viewing
figures
• Twi]er
ac:vity
has
boosted
audiences
by
an
es:mated
2%
on
11%
on
‘social’
programmes
• Sport,
entertainment,
talent
shows,
soaps
and
some
drama’s
score
par:cularly
well
Twi]er
&
TV:
‘In
a
rela:onship’

13. Source:
Ofcom,
h]p://www.theguardian.com/news/datablog/2013/aug/01/na:on-­‐media-­‐mul:-­‐taskers-­‐ofcom-­‐
communica:ons-­‐report
Media
‘stacking’
-­‐
conduc:ng
ac:vi:es
or
communica:ng
via
other
devices
while
watching
TV;
but
these
ac:vi:es
are
not
related
to
the
TV
programme
being
watched.
6
in
10
UK
adults
(56%)
Media
‘Meshing’
-­‐
conduc:ng
ac:vi:es
or
communica:ng
via
other
devices
while
watching
TV;
these
ac:vi:es
are
related
to
the
TV
programme
being
watched.
¼
UK
adults

14. #RoyalBaby2
#NameOfThrones

15. Trend
marke:ng

16. Push
to
Pull
&
Planned
to
Always-­‐on

17. There’s
more
than
1
person
here!

18. • Concise
copy
(2
lines
max)
• Clear
call
to
ac:on
• A]en:on
grab
with
highlights
&
caps
• Op:mise
landing
for
mobile
• Legal
s:pula:ons
• 20%
text
rule
&
concessions
• Real-­‐:me
relevancy
Deconstruc:ng
crea:ve

19. The
Jerry
Seinfeld
Cold
Call
“Sorry,
can’t
talk
now,
but
give
me
your
home
number
and
I’ll
call
you
back
later.”
The
cold
caller
says
he
can’t
do
that.
Seinfeld
says:
“That’s
because
you
don’t
like
being
called
at
home,
right?
Well,
now
you
know
how
I
feel.”
Our
greatest
challenge

20. Targe:ng
paid
social
with
CRM
LOW
MEDIA
WASTAGE

21.
Exposed
to
1,000
messages
every
day
£18.4
Million
spent
on
adver:sing
4%
remembered
posi:vely
7%
remembered
nega:vely
89%
wasn’t
remembered
at
all
Dave
Tro]

22. Coral
CheltenHAM
Fes:val

23. Coral
CheltenHAM
Fes:val
• 478%
increase
in
socially
referred
traffic
versus
previous
4
months
• 94.68%
YOY
increase
in
bets
via
mobile
Source:
Crimson
Hexagon,
April
2015

25. 56.9%
4.4%
9.9%
7.4%
6.4%
8.9%
5.6%
Retail PC online
Mobile
25
57%
of
the
total
market
in
the
last
12
months
have
only
used
beVng
shops
–
whereas
just
22%
have
just
used
online.
21%
of
the
beVng
populaon
use
both
online
and
retail
59.6
58.7
56.9
8.7
6.8
5.6
14.6
10.3
9.9
2.5
5.2
6.4
3.2
3.6
5.0
5.6
7.1
7.4
5.9
8.2
8.9
Q4
2012
Q4
2013
Q2
2014
Retail
+
PC
+
Mobile
PC
+
Mobile
Only
Mobile
Only
Retail
+
Mobile
Only
PC
Only
Retail
+
PC
Only
Retail
Only
-­‐5%
-­‐36%
-­‐32%
156%
38%
32%
51%
-­‐3%
-­‐18%
-­‐4%
23%
22%
4%
9%
Q2
14
v
Q4
13
Q2
14
v
Q4
12
UK Market Cross-Channel Use – 12 Monthly
UK
Market
Cross
Channel
Segments
+
Growth
from
2012
to
Q2
2014

26. 32.0%
18.8%
8.9%
7.5%
9.3%
8.1%
7.0%
1.5%
0.4%
6.4%
32.2%
19.6%
9.4%
8.8%
8.5%
7.6%
6.3%
0.9%
0.3%
6.5%
I
searched
the
app
store
I
saw
a
TV
advert
I
saw
an
ad
on
Facebook/Twi]er
I
saw
an
advert
in
a
beung
shop
I
received
an
email
promo:ng
it
Someone
I
know
told
me
about
it
I
searched
on
Google
I
received
a
SMS
message
promo:ng
it
I
don't
bet
using
a
Mobile/Tablet
I
don't
know
How
did
you
find
out
about
the
Apps
you
use
for
beVng
or
gaming?
(Mobile/Tablet
only)
Feb15
Oct14
Respondents
Mobile
or
tablet
only:
Feb15:
738,
Oct14:
958
App
store
search
&
TV
adver:sing
remain
key
mobile
communica:on
impera:ves

27. In
summary
• Apply
the
80/20
rule
on
content
&
adver:sing
• Use
your
CRM
database
to
target
paid
ads
• Keep
content
relevant
to
trends
• Test
and
learn
• Create
a
strategy
and
plan
as
you
would
for
any
marke:ng
channel