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Social media acquisition nick garner
1. Social Media Acquisition Has Been
A Waste of Time...Now What?
Presented by: BAC
1/73 slideshare.com/nickgarner Nick Garner 2011
2. Once upon a time...
Presented by: BAC
2/73 slideshare.com/nickgarner Nick Garner 2011
3. AffMar
There was an affiliate
marketeer. His name
was AffMar – he was a
bit manic!
Presented by: BAC
3/73 slideshare.com/nickgarner Nick Garner 2011
4. OpMar
And his friend operator
marketeer OpMar – He
didn’t get outside much
and didn’t get enough
sleep.
Presented by: BAC
4/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
5/73 slideshare.com/nickgarner Nick Garner 2011
6. Presented by: BAC
6/73 slideshare.com/nickgarner Nick Garner 2011
7. Presented by: BAC
7/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
8/73 slideshare.com/nickgarner Nick Garner 2011
9. Presented by: BAC
9/73 slideshare.com/nickgarner Nick Garner 2011
10. Facebook looks good!
“So they are bigger than Google
now!?
Yes, by 'minutes spent on site' but that
doesn't 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: BAC
10/73 slideshare.com/nickgarner Nick Garner 2011
11. Presented by: BAC
11/73 slideshare.com/nickgarner Nick Garner 2011
12. Presented by: BAC
12/73 slideshare.com/nickgarner Nick Garner 2011
13. Facebook & iGaming
“So it's true iGaming is huge on Facebook?”
“Yes it looks like it...”
Presented by: BAC
13/73 slideshare.com/nickgarner Nick Garner 2011
14. Texas HoldEm Poker
Case studies
Presented by: BAC
14/73 slideshare.com/nickgarner Nick Garner 2011
16. It's very interesting!
“I could market casino “I could build some apps
games in Facebook” and convert users to 'real'
players...
Presented by: BAC
16/73 slideshare.com/nickgarner Nick Garner 2011
17. $$$!
Presented by: BAC
17/73 slideshare.com/nickgarner Nick Garner 2011
18. Research time...
“OK, I'll do some research and talk to
legal about this. It's obvious Facebook is
where its at”
AffMar “I'll ask my affiliate buddies
about Facebook, I bet they have
made stacks of cash already!”
Presented by: BAC
18/73 slideshare.com/nickgarner Nick Garner 2011
19. A couple of days later...
Presented by: BAC
19/73 slideshare.com/nickgarner Nick Garner 2011
20. OpMar wasn't so happy
OpMar heard back from legal...it wasn't
promising. So he called AfMar to share
the news. :-(
Presented by: BAC
20/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
21/73 slideshare.com/nickgarner Nick Garner 2011
22. Big Budgets
“I can advertise because I have the budget,
although I've heard the conversion rates are'nt
great. Anyway AffMar I think you have a
problem”
“You're right, I can't punt that much before
pilot testing facebook ads out.”
Presented by: BAC
22/73 slideshare.com/nickgarner Nick Garner 2011
23. Ads not working
“Campaign has always been bad on
ROI, so this isn't 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. Mashable.com
Presented by: BAC
23/73 slideshare.com/nickgarner Nick Garner 2011
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 don't
go to Facebook to price compare!”
Presented by: BAC
24/73 slideshare.com/nickgarner Nick Garner 2011
25. Apps / Pages
“What about all the 'social acquisition stuff
– like apps and fan pages? ”
“That’s not looking good either unfortunately”
Presented by: BAC
25/73 slideshare.com/nickgarner Nick Garner 2011
26. Apps
“It's 'fun only', no direct linking to my site
and users can't 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: BAC
26/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
27/73 slideshare.com/nickgarner Nick Garner 2011
28. Fan page likes
“Nope...People don't really 'like'
normal gambling pages much.”
Presented by: BAC
28/73 slideshare.com/nickgarner Nick Garner 2011
29. Fan page likes
“Some argue fans are worth up to $136 each, but I don't think
facebook influences users to spend. You just 'like' a page because
you already like the brand. Stats Syncapse.com (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 Searchengineland.com
Presented by: BAC
29/73 slideshare.com/nickgarner Nick Garner 2011
30. Direct Traffic
“And when it comes to generating
direct traffic from Facebook, it's
even behind Reddit, but at least it
outranks MediaTakeout
Hey, what do I care – I can't get
direct traffic anyway”
Presented by: BAC
30/73 slideshare.com/nickgarner Nick Garner 2011
31. Pages
“I can't 'legally' click through to my site, so any
Facebook social stuff will just be branding for me.
And I don't see how AffMar can make this pay since
he's 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: BAC
31/73 slideshare.com/nickgarner Nick Garner 2011
32. Zynga will 'rule' (probably)
“One other thing, if
(when) Facebook
allow gambling
transactions, Zynga
will rule.”
Presented by: BAC
32/73 slideshare.com/nickgarner Nick Garner 2011
33. So it's not looking good.
Presented by: BAC
33/73 slideshare.com/nickgarner Nick Garner 2011
34. “If social acquisition is a
waste of time... then what?”
Presented by: BAC
34/73 slideshare.com/nickgarner Nick Garner 2011
35. There was SEO (tough) ,
PPC (expensive and restrictive)
Campaign (poorly performing),
so it wasn't really looking easy for the guys.
Presented by: BAC
35/73 slideshare.com/nickgarner Nick Garner 2011
36. “Ohhhh!!!”
Presented by: BAC
36/73 slideshare.com/nickgarner Nick Garner 2011
37. Presented by: BAC
37/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
38/73 slideshare.com/nickgarner Nick Garner 2011
39. ZMOT – Zero Moment of Truth
Presented by: BAC
39/73 slideshare.com/nickgarner Nick Garner 2011
40. 5000 Respondents
“They used data from 5,000 respondents,
so it's a good sample size”
Presented by: BAC
40/73 slideshare.com/nickgarner Nick Garner 2011
42. ZMOT
OpMar “Nice if I could get direct traffic from Facebook”
Presented by: BAC
42/73 slideshare.com/nickgarner Nick Garner 2011
43. First Moment of Truth
Presented by: BAC
43/73 slideshare.com/nickgarner Nick Garner 2011
44. 2nd Moment of Truth
“I do like – I share with a
good rating & review!”
“I don't like – I share with a
bad rating & review!”
Presented by: BAC
44/73 slideshare.com/nickgarner Nick Garner 2011
45. ZMOT – Zero Moment of Truth
“Easy online feedback is
affecting buying
decisions of online
users. It's social proof on
a massive scale”
Presented by: BAC
45/73 slideshare.com/nickgarner Nick Garner 2011
46. What is Social Proof?
“Hey OpMar you go on about social proof a lot, what
do mean exactly?”
“I'm 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...” www.verilliance.com/neuromarketing-terms-glossary/
Presented by: BAC
46/73 slideshare.com/nickgarner Nick Garner 2011
47. Social Proof & ZMOT
“So what does Social Proof look like online?”
“ I think it's:
- 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: BAC
47/73 slideshare.com/nickgarner Nick Garner 2011
48. ZMOT is huge
“84% say ZMOT shaped
their purchasing decisions.
To me, this shows the
power of online
feedback and research”
Presented by: BAC
48/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
49/73 slideshare.com/nickgarner Nick Garner 2011
50. Context : Credit Cards
“I think a credit card
account has the same
'emotional weight' as a
gambling account.
It's fine when they work,
but were screaming
when they don't”
Presented by: BAC
50/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
51/73 slideshare.com/nickgarner Nick Garner 2011
52. Research Cycles
“Depending on the complexity and value of the product or service,
users will research at different times.”
Presented by: BAC
52/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
53/73 slideshare.com/nickgarner Nick Garner 2011
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 don't do – make direct
comparisons between each other.”
So True ;-)
Presented by: BAC
54/73 slideshare.com/nickgarner Nick Garner 2011
55. Reviews
If a user goes to 'online casino reviews', they will see
affiliate sites with 'honest' reviews.
Honest-casino-reviewer.com – that’s my site!
Presented by: BAC
55/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
56/73 slideshare.com/nickgarner Nick Garner 2011
57. Affiliate Bounties
“I've 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, they're 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: BAC
57/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
58/73 slideshare.com/nickgarner Nick Garner 2011
59. So What!
“Ha Ha very funny! You know I'm here because you can't 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: BAC
59/73 slideshare.com/nickgarner Nick Garner 2011
60. OpMar's Plan
This is how I
intend to do it...
Presented by: BAC
60/73 slideshare.com/nickgarner Nick Garner 2011
61. Business case
“I'm 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: BAC
61/73 slideshare.com/nickgarner Nick Garner 2011
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?
It's not just the raw volume of searches, it's the intent. So if
someone goes 'review MyOperatorBrand' they are probably
more committed then if they searched 'online casino'
Presented by: BAC
62/73 slideshare.com/nickgarner Nick Garner 2011
63. Start listening
“I'm setting up a 'listening station' and see what people are asking
about when it comes to my brand.
-Google Alerts
-Boardreader.com
-Socialmention.com
I'll Rank those positive conversations in 'Social proof hotspots' ”
Presented by: BAC
63/73 slideshare.com/nickgarner Nick Garner 2011
64. Sorting out Negatives
I'm 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: BAC
64/73 slideshare.com/nickgarner Nick Garner 2011
65. Blended search
“Fortunately blended search
isn't so important for ZMOT
related phrases, so its one
less thing to deal with. i.e. you
don't get much image search
or video listings.”
Presented by: BAC
65/73 slideshare.com/nickgarner Nick Garner 2011
66. Feedback
“Win positive reviews.
Rank them on brand.”
MyOperatorSite.com
Presented by: BAC
66/73 slideshare.com/nickgarner Nick Garner 2011
67. AffMar's Plan
This is how
I'll do it...
Presented by: BAC
67/73 slideshare.com/nickgarner Nick Garner 2011
68. Email Database
“I've got a database of emails, so I'm going to do a survey
and ask for comments and feedback.
I'll then add this real content to my site and rank it for
'[operator] review'
Of course I'll edit out the negative reviews, so the best
paying operators like 'Lucky U Win Casino' will look great!
Presented by: BAC
68/73 slideshare.com/nickgarner Nick Garner 2011
69. Affiliates = fast
“OpMar, because you’re so slow to get moving, I'll
out rank you on your brand.
I'll just copy what you’re doing, but use my own
site!”
Presented by: BAC
69/73 slideshare.com/nickgarner Nick Garner 2011
70. Reviews
“I'm going to be relentless with getting reviews.
Someday, I'll have one of the biggest iGaming review
hubs there is!”
Presented by: BAC
70/73 slideshare.com/nickgarner Nick Garner 2011
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: BAC
71/73 slideshare.com/nickgarner Nick Garner 2011
72. AffMar and OpMar did go on and make a
lot more money, which made them happy.
Presented by: BAC
72/73 slideshare.com/nickgarner Nick Garner 2011
73. The End.
Presented by: BAC
73/73 slideshare.com/nickgarner Nick Garner 2011
