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Edition: Free Webinar, May 2014 Analyst: Joakim Nilsson

Edition: Free Webinar, May 2014 Analyst: Joakim Nilsson. About Joakim Nilsson. Editor of Social Monitor & Managing Director SCRM Cloud. 2005-2010 Expekt.com Malta Customer Service Content manager Project Manager Online Marketing 2010-2012 Betclic Everest Group Paris

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Edition: Free Webinar, May 2014 Analyst: Joakim Nilsson

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  1. Edition: Free Webinar, May 2014 Analyst: Joakim Nilsson

  2. About Joakim Nilsson

    Editor of Social Monitor & Managing Director SCRM Cloud 2005-2010 Expekt.com Malta Customer Service Content manager Project Manager Online Marketing 2010-2012 Betclic Everest Group Paris Head of Social Media Betclic, Expekt. Everest Poker and Bet-at-home 2013 Investor & Partner Avalanshare Campaign tool for social media sharing 2013 Head of product marketing Unified Inbox Unified communication and collaboration platform 2014 Founder & MD at SCRM Cloud Social media monitoring, analytics and engagement solutions

  3. #iGamingBuzz@JoakimNilsson

  4. Why should you monitor Social buzz?

  5. “Most sports books worry about what to publish on Facebook and Twitter… I “worry” about what your Customers and Prospects publish”*In the most optimistically fashion…
  6. CUSTOMERS USING YOUR SERVICE SHARING EXPERIENCE PROSPECTS CONSIDERING YOUR SERVICE LISTEN AND ASK QUESTIONS
  7. AFFILIATES PROMOTING YOUR SERVICE PROSPECTS INFLUENCING PARTNERS ENDORSING YOUR SERVICE
  8. CUSTOMERS PROSPECTS AFFILIATES PARTNERS EXPERIENCES – QUESTIONS – PROMOTIONS - ENDORSEMENTS

  9. 623,456sports book brand mentions analyzed in April 2014

  10. From 546,219 unique authors

  11. Across 40+ sports books

  12. A Big Data report that is clean and comprehensive

    The iGaming industries first and most comprehensive social media monitoring report Over +500,000 mentions/month World-class source coverage Comprehensive data

  13. Our reports are 99% clean from noise

  14. (888sport OR "888 sport" OR 888.com OR hashtags:888sport) OR (888 NEAR/5 (sport* OR bookmaker* OR bookie* OR odds* OR live* OR liveodds OR "in-play" OR inplay OR bet* OR wage* OR score* OR bonus* OR deposit* OR withdrawal* OR payout* OR "pay out" OR "Signing up" OR register OR stake* OR visa OR mastercard OR MoneyBookers OR paypal OR neteller OR player* OR "customer support" OR "customer service" OR license* OR promotion* OR ladbrokes OR stanjames OR sbobet OR bwin OR betfair OR intertops OR mybet OR netbet OR nordicbet OR noxwin OR paddypower OR "paddy power" OR redbet OR skybet OR sportingbet OR "william hill" OR "william hill" OR betclic OR 888sport OR football* OR soccer* OR tennis* OR hockey* OR cricket* OR golf* OR baseball* OR basketball* OR rugby OR olympic* OR racing* OR dart OR basket OR ice-hockey OR icehockey OR nhl OR nba OR nfl OR wimbledon OR "rolandgarros" OR "world cup" OR f1 OR motor* OR golf OR "us open" OR "us masters" OR ski* OR volleyball OR badminton OR squash OR cycling OR "tour de france" OR sail* OR handball* OR sochi OR "premier league" OR "serie a" OR Arsenal OR "Aston Villa" OR Cardiff OR Chelsea OR "Crystal Palace" OR Everton OR Fulham OR Hull OR Liverpool OR Manchester OR Newcastle OR Norwich OR Southampton OR Stoke OR Sunderland OR Swansea OR Tottenham OR West Bromwich OR Albion OR "West Ham" OR barcelona OR madrid OR milan OR juventus OR "bayernmunich")) NOT (call OR "eastern mountain" OR 1.888* OR "1-888*" OR raw:"1-888" OR site:craigslist.org OR site:"travelindia-guide.com" OR "888-NFL-HAWK" OR site:tailwatersflyfishing.com OR site:newsinfo366.blogspot.fr OR site:newsinfo366.blogspot.com OR "888-346-3656" OR site:liverc.com OR "(888)" OR site:virtual-strategy.com OR "888-430-9550" OR site:backpage.com OR site:bankstone.co.uk OR site:theslc.org OR bitcoin* OR kasyno OR promocje OR depozytu)

  15. A look at the report

  16. Split into 3 parts

    Large <10K mentions Medium 1-10K mentions Small >1K mentions

  17. Table of contents

    Brand data is split into 3 parts; large, medium and small brands, each containing the following sections: Key Data & Exec. Summary Volume of brand mentions Page types Authors & influencers Most talked about sports Types of mentions Most retweeted tweet Most liked facebook post Data per Brand Groups (L,M & S) Brand Share-of-Voice Brand Buzz Insights Page Types Sources Authors & Influencers Mention Types Authored vs. Earned Mentions Sports Categories Twitter Demographics

  18. Volume of mentions per Brand Group

    Brand mention volume per brand group last month… …and compared to previous month(s). ? Comparing the total online mention volume across the 3 brand groups for previous month and month(s)

  19. Overview of brand mention volume

    Paddy Power has cemented its first place in volume of brand mentions, being 5x larger than Bet365 and Skybet ? Comparing the total online mention volume for all brands across all page types for the past month.
  20. Looking at the mention volume per brand and per day together with a summary of the most notable spikes in mentions. ?

  21. Brand Buzz timeline

    Paddy Power is completely dominating the brand buzz volume over the whole month. The only notable spikes in mention volume comes from Paddy Power, SkyBet, Betfair and Bet365.

  22. Most talked about topics per brand

    BetfairHelpdesk Example of a mention from a selected topic. ?

  23. Brand share-of-voice

    The Paddy Power brand makes up 46% of all online mentions in the large brand group with a total of 283K mentions ? ? Share-of-voice between brands in this brand group Total mention volume per brand

  24. Brand share-of-voice Year-to-date

    Paddy Power is continuing its share-of-voice growth over competition, whilst William Hill and BetVictor almost doubled their mention volume from Jan. Losers and gainers Gainers since last month: PaddyPower +114,825 William Hill +22,676 Bet365 +12,571 Skybet +10,224 Betfair +9,245 Ladbrokes +5,998 Betfred +4,156 BetVictor +2,693 Losers since last month: Coral -1,122
  25. Categorising mentions into channel types such as Twitter, Facebook, blogs, forums, images, videos, reviews or news. ?

  26. Page types

    Twitter is the dominating channel in the large brand group, much thanks to Paddy Power’s enormous volume ? Here we look at the page type distribution of brand mentions across the three brand groups on an even %-scalefor easier reading.

  27. Page Types for Brand Group

    Ladbrokes and SkyBet has a significantly higher presence on News sites compared to competition Volume of mentions per page type… …percentage split per page type. Percentage (%) of brand mentions per channel type in the brand group. Volume of brand mentions per channel type in the brand group. ? ?

  28. Page Type split per brand

    Share-of-voice page split… …mention volume per week and page type. Previous month’s volume of mentions per page type per week. Previous month’s page type share-of-voice. ? ?

  29. Brand mention Sources

  30. Mention Types

  31. Types of mentions

    The smaller Sports book brands are getting more mentions about Poker and other gaming products whilst the big Sports books has cemented their position within sports talks Mentions that can be related to any of the 5 mention types; Sports & odds, Bonus & Promos, Accounts & Payments, Poker Casino & Other Games or Affiliates & Partners will be categorised accordingly. A brand mention that talks about FIFA World Cup will be categorised as “Sports & Odds” whilst a mention about Neteller will fall under “Account & Payments”. ?
  32. Categorizing the mentions that talks about any of the top sports such as Football, Tennis, Rugby, Horses, Golf, Cricket, American Sports, Snooker & Darts. ?

  33. Most talked about sports

    Comparing the volume of brand mentions talking about a specific sport across brand groups ? Mentions that can be related to any of the most popular sports are categorised accordingly. A brand mention containing “Man utd” will be categorised under Football and mentions talking about “NHL“ will be filed under both Ice-hockey and American Sports.

  34. Sports categories

    Bet365 is dominating mentions around American Sports and Betfair is owning the discussions around Fighting & Boxing related sports. Football, Ruby and Horses are the three keywords for Paddy Power.

  35. Sport categories

    Football Tennis

  36. Sport categories

    Rugby Horses

  37. Top authors & influencers in the industry

  38. Do the sports books publish mentions about themselves or have they earned the mentions from their audience? Here we compare the ratio between Published and Earned mentions. ?

  39. Earned v. published mentions

    Earned mentions v. published by brand… …compared to previous period.
  40. Gender, interest and profession analysis of Twitter audience talking about sports books in this brand group. Only authors where accurate meta data could be found are included. ?

  41. Twitter demographics

    Gender & profession… …conversation topics per gender. Most talked about words and phrases put on a horizontal gender scale. Words and phrases to the right represent topics males are talking about. Gender split of tweeters talking about the above mentioned sports book brand. Only authors were accurate meta data could be found are included. ? ?
  42. Thank you! Follow and tweet me @JoakimNilsson
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