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Casino Marketing in times of social media. From ads to acts.

Polle de Maagt for Casinos Austria International Marketing Manager Conference

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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.

“ “ Advertising is the fee for being unremarkable.

Robert Stephens (GeekSquad)

Casinos are the most remarkable places in the world. Stories of winners and losers. All different kinds of people. Sensation and entertainment.

People talk. A lot. Internet and other technologies made it even easier to talk. But still: 80% of the talking is done offline. You might not be surprised that talking influences others. Especially when the conversations are searchable and retweetable. But ask yourself: when was the list time you recommended a brand to a friend?

Create stories worth talking about: KLM Surprise. KLM surprised random passengers in their effort to discover how happiness spreads. Advertising campaigns make great conversation starters.

“ “ Consumers talk more, cheaper, more genuine

and more passionate than brands. Let them talk and share experiences. So, create stuff worth sharing.

Tom de Bruyne (Boondoggle)

Harrah’s gave the influencers a story. Influencers, opinion leaders and customers were invited for events and happenings. Result: 850+ tweets/blogs, 100+ photos and, most important: 85% of Vegas visitors considers their hotels (up from 17%)

People don’t talk about technology. However, technology can help create stuff worth talking about and can make talking easier. So let’s not over-hype technologies and tools like twitter, Facebook, Foursquare and other platforms. They are a mere means, not an goal.

Ask yourself: ‘What should consumers

be saying to each other after they’ve seen my ad or contacted me and my brand?’

“ Focus on what really matters: making users happy with your product as quickly as you can, and helping them as much as you can after that. If you do those better than anyone else out there you’ll win.

Marc Hedlund (Wesabe) “

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.

Don’t TALK remarkable, ACT remarkable. Put your money where your mouth is. Start doing things that proof your commitment to help consumers.

Look for hidden stories: Nike Ekins. Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize on these stories and turn your employees in an army of ambassadors.

Capitalize on the stories that are already happening. Use online media like twitter, Facebook and your own website to share the experiences that are already taking place.

If someone asks you a question, answer politely: Zappos. Zappos invites every employee to WOW their customers. By the way: 11% of organizations doesn’t reply to customer emails. * InSites Consulting, Meet The Joneses Research, 2010

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

Find your ambassadors and help them share the story. Facilitate them in sharing. No, it’s not only Nike, even Puratos (a global bakery ingredient company) has brand fans: a guy even has a Puratos tattoo.

Build your online presence upon social infrastructures. Use twitter, Facebook, YouTube and other channels (the places where your consumers are) to create reach and plan for conversion.

The campaign reached only 17.000 people Success: referral (8), mentions (200), 40% of target audience

Recap. People talk. A lot. And offline too. Kindness, happiness and cool things are talkable. 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’ll do better. If someone asks you a question, answer politely.

It’s really about being human. It is about asking yourself ‘What should consumers be saying to each other after they’ve seen my ad or contacted me and my brand?’ It is about integrating conversations in all thinking and acting.

How to plan for a new kind of advertising? ?

McKinsey’s consumer decision journey: how consumers make buying decisions.

McKinsey’s consumer decision journey: how consumers make buying decisions.

Plan for paid, owned and earned media.

Observe: see what your consumers are saying and learn from them.

Observe Join Facilitate

Facilitate: facilitate your fans to show their love for your product.

Observe Join Facilitate

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands

T +31 (0)20 716 3717 - www.boondoggle.eu

In 2010 the Antwerp Zoo made every Belgian feel a bit pregnant too (and got 300K more visitors) (isn’t she cute)

Join: join the conversation to neutralize negatives and feed conversations.

Observe Join Facilitate

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

Not convinced yet?

We asked 500 European marketers what they do with word-of-mouth. And we asked them about how they compared to their competitors in terms of return on investment, turnover growth, profitability, market share and customer satisfaction.

Guess what.

Offline WoM Road map

WoM

Product improvement

The best performing marketers do three things that make them stand out. * Conversation Readiness research amongst 500 European marketers

1) They start to implement Word-of-Mouth right away, applying it to their current products. * Conversation Readiness research amongst 500 European marketers

Offline WoM Road map

WoM

Product improvement

2) They realize Word-of-Mouth isn’t only online. * Conversation Readiness research amongst 500 European marketers

Offline WoM Road map

WoM

Product improvement

3) They approach Word-of-Mouth strategically. * Conversation Readiness research amongst 500 European marketers

Offline WoM Road map

WoM

Product improvement

You can forget most of the silly things I said. But, please:

Remember these five things.

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.

1)

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.

2)

It isn’t rocket science: start from things that are worth sharing and make them easy to spread.

3)

Read the manual.

Seriously.

Read it.

48

I hope I was worth sharing.

Send me an email at

polle@insites.eu so I can help you

remind of the 48 hours.

Find the presentation at

http://polle.me/casino