SAScon Market Focus – GamingWhat are the key online tactics and

strategies that make sense in the most competitive market sectors.

WOM So big, you may not think about it.

Were in a social world where Markets are conversations

WOM1750: Village square. Conversations. Geographically restricted.

Then

Then

Then

Now

The Unibet story

Facts and figues

Some Unibet Customer Numbers

Source Unibet company report 2011

2010. About 1,000,000 new registered customers in a year

The Unibet 'Black hole'Established online gaming businesses typically get 50% of their acquisitions from a marketing 'black hole'. We don't really know why 500,000 people decided to join Unibet last year.

Whats in the 'black hole'? Brand SearchesDirect type in trafficThe effect of WOM

A big geographical spread of activity. A marketing headache!

WOM and Unibet

These numbers are only rough estimates Source Unibet company report 2011

The way marketing and WOM work together

The usual situation

When it goes wrong

When it goes right

12 awesome WOM factoids!

12 awesome WOM factoids!

Factoid #167% of all consumer decisions are primarily influenced by word of mouth (McKinsey)

Insight: that ties in with the 50% 'non trackables'

Factoid #293% of customers identify word of mouth as the best, most reliable source about ideas and information on products and services - up 26 pts. vs. 25 years ago (Source: NOP World)

Insight: Broadcast is loosing its power. Conversations are coming back!

Factoid #374% of people hearing a personal, negative recommendation, were influenced to buy another brand (Source:  Millward Brown)

Insight: That's the power of reviews. When did you NOT buy something on Amazon because of a negative review?

Factoid #4Only 3.4% of face to face WOM conversations are stimulated by a marketing organization's promotional efforts (Journal of Services Marketing)

Insight: Marketing warms people up, it doesn't necessarily 'propel' them.

Factoid #51 out of every 7 social conversations are word of mouth based (Northeastern University)

Insight: We like to share and help friends

Factoid #644% of consumers claim to avoid buying products that overwhelm them with advertising/56% of people have stopped doing business with a company that doesn't respect them (Mood and Mindset Study Canada) Insight: Spam and see the hate

Factoid #7On product recommendations:• 90% trust their spouse• 65% trust their friends,

However only: • 27% trust manufacturers, • 14% trust advertisers• 8% trust celebrities (Source Yankleovich) 

 Insight: We trust those we have a trusting relationship with

Factoid #8Where does word of mouth happen? Answer: Everywhere. (Agent Wildfire Canadian Research) With whom, do you participate in word of mouth? • In your family                         88.9%• In your social networks           77.1%• In a work environment            71.0%• In an online community          55.0%• In your neighborhood              53.9%• In a hobby or interest group    45.7%

 Insight: Trust

Factoid #9500 - 1500 is the number of weak ties (associates, acquaintances, colleagues)  we have in our lives

Insight: It's easier than ever before to reach and influence a wider social circle

Factoid #10The composition of your customer base’s involvement : • 20% - Referrers, • 10% - Advocates, • 1% - Zealots  

 Insight: Identify then, look after them and you have a successful business!

Factoid #11As of 2006• 77% Of word of mouth is face to face. • 17% Of word of mouth by phone. • 6% Of word of mouth online. 

 Insight: That 6% has definitely grown?! Online WOM is more powerful than ever before.

Factoid #127,500 - the number of committed, talented word of mouthers you would need to seed your message with,  so that every single Canadian would hear about it in 12 weeks  (33,739,900 people / providing you had the right product & newsworthy message) (Sean Moffitt & Multiple Sources)

Insight: Were talking about memes. They can travel rampantly!

Factoid #12WOM 'memes' spread like a virus!

How can you do WOM?

 

WOM 5 T's1. Talkers2. Topics3. Tools4. Taking part5. Tracking

#1: TalkersFind people who will talk about you E.g. • existing customers!  • fans, • friends, • volunteers, • bloggers, • influencers, • employees, • partners, • neighbours etc

#2: TopicsGive people a reason to talk. E.g. • great service, • special offers, • cool product, • silliness, • great ad, • new feature, • charity donations, • community activities etc

Doing:

To do:

#3: ToolsHelp the message spread faster and farther E.g. • tell a friend forms, • viral email, • blogs, • handouts, • samples, • coupons, • online discussions, • introduction cards, • special invites etc

Refer a friend

Live streamed sports

#4: Taking PartJoin the conversation E.g. • reply to comments, • post on blogs, • join discussions, • answer email, • offer personal service, • call people up, • arrange meetings, • facilitate introductions etc

Communication

#5: Tracking

Measure and understand what people are saying E.g. • search blogs, • read message boards, • use simple feedback forms and surveys, • listen to feedback, • use listening and measurement tools etc

Social media metrics The definitive social metrics book!

Round up

Spend your time and resources on looking after your customers and they will do your selling for you! •  Meaningful engagement•  Customer care