8 Social Media Tips for the Gambling Industry

SOCIAL
MEDIA
TIPSfor the Gambling Industry
GAMBLING NEWS WITH AN EDGE

#CalvinAyreNews
Paid Social Media
to Promote
Gambling Content
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#CalvinAyreNews
In the US, it’s not directly allowed to
promote gambling, however, there
are ways around this. One of them
would be to promote content rather
than the brand.
In the UK, it is allowed to promote,
but there are a lot of red tapes
and it takes time to get your
brand whitelisted on Facebook
or pre-approved on Twitter.
USA UK
Example:
Create an infographic on poker strategy and
promote this to drive traffic to your brand.
Other platforms
to consider

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Image-based
Social Media

#CalvinAyreNews
Pinterest and Instagram are two social media platforms that
marketers often overlook. Due to reduced organic reach of
Facebook on top of restrictions in advertising, these two
should be given much more prominence.
One thing that is very important to remember is the user demographic
on Pinterest. It has a 70% female user base and much of the content
posted is accordingly female focussed.
70%
Instagram is strongly based on the usage of hashtags. Posting gambling
content and using hashtags (such as #pokernight or #blackjack) allows
brands to become part of that wider conversation.
#is Key

#CalvinAyreNews
Blog and
Social Media
Integration

#CalvinAyreNews
Do your social media
content research
Know your fan base and use tools such as Facebook
Graph search and Audience Insights.
Get the right sharing and
engagement mechanisms
in place
Social share buttons are of vital importance – use your
discretion in finding buttons that best suit your blog.
Easy to use comment section
Comments are the ultimate sign of user engagement
and platforms such as Disqus allow great integration with
social media.
Make your content
highly shareable
Ensure images can be pinned to Pinterest and insert
Tweetable facts.
Reply to user comments
Flattery will get you everywhere and replying to every blog
comment in a considered and tailored manner will ensure those
users will come back on a regular basis.
Put some resources toward
paid social media and content
discovery promotion
Grow your reach, and if done well, will grow your community.
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Images
on Twitter

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Twitter allows up to 4 images per tweet
and so increases the occupied space by
our tweets, making them hard to avoid
and engagement rate very high.
2 images side by side
Image 1 (left side) – Approximately 277 px x 277 px
Image 2 (right side) – Approximately 277 px x 277 px
3 images – 1 large left, 2 on top of each other right
Image 1 (large left side) – Approximately 277 px x 277 px
Image 2 (right side top) – Approximately 277 px x 137 px
Image 3 (right side bottom) – Approximately 277 px x 137 px
4 images – 4 equal sized tiles
All images – Approximately 277 px x 137 px
Upload order:
Top left > Top right > Bottom left > Bottom right

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Social
Media
and Mobile

#CalvinAyreNews
With social media ads you can serve different ads
depending on device – tailor them for each device6
1 Users on mobile and desktop act differently
2 Users on mobile see your posts differently
3 Users on mobile often have limitations to what
they can download
4 Big video files will work less effectively
5 Do not send a user to a non-responsive or non
mobile optimised landing page from your post
Key considerations

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Other Social
Platforms

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• Allows brands and individuals to
upload Powerpoint like slide decks on
a range of topics
• Slideshares usually receive views in
thousands if the content is of a good
quality and is easily shareable
• A great way of establishing authority in
a subject matter
• Can rank highly in the SERP’s for
relevant keywords to bring ongoing
long term traffic

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• A favorite means of content discovery
for millions of users worldwide
• The main goal on this platform is
for your content to feature highly in
a relevant topic section
• This requires it to be picked up early
and voted up. If successful this can
drive huge traffic volumes

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• A relatively new platform used by
millions to upload creative and usually
funny short videos
• Brands like GAP and Burberry have
used video submissions from this
platform to great effect, as this content
usually proves to be highly shareable
• A top tip is to cross post Vine videos on
Twitter, which has proven to be highly
effective as Vines render in their short
video format in Twitter feeds

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• A micro-blogging platform that has gone
from strength to strength in attracting
a loyal following from users who
want a bit more out of their micro blog
than Twitter
• Brands such as CK and Disney have
built huge communities by posting
relatively short blog posts that rely on
strong imagery
• Clever strategies around the use of
images can go across Instragram and
Tumblr, as well as then feeding into
Facebook and Twitter

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Engaging
Influencers
on Twitter

#CalvinAyreNews
Research your
influencers carefully
Make sure the influencers you plan to get hold of want to engage
with the content and will under no circumstances be offended by
your approach.
@mention the influencers with
tailor made messages
Create considered outreach tweets and you’ll be sure to not rub
anyone the wrong way.
It’s important to offer your target
influencers something
Have you created something valuable such as a free resource?
Then present that resource as a gift. This is a great way to start
a relationship.
Engage your influencers
in conversation
The easiest way to do this is to reply to one of their Tweets.
Compensate if necessary
When the influencer is big enough it’s more than valid to offer some
compensation for their time, and expect to be asked.
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Final point to stress is to
build relationships
for the long term.

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Building
LinkedIn
Presence

#CalvinAyreNews
Set up a company LinkedIn
page and post regularly
Ensure your community manager knows your product and industry
back-to-front – remember these are usually highly educated and
specialised people you’re engaging with.
Getting content right is key
The audience is professional, and content must match this in tone
and message. LinkedIn users are most likely to engage with content
that is going to benefit them professionally.
Use SlideShares
LinkedIn owns the SlideShare platform, and Slideshows are the
perfect content format for LinkedIn.
Set up communities
LinkedIn communities are some of the most active in the social media
landscape, and maintaining a successful LinkedIn community will
establish your brand as an authority figure in its industry.
Use LinkedIn ads
Advanced targeting options allow marketers to target users based on
job titles and even specific employees of companies.
Networks are very important
Introductions to an influencer from a shared contact is an extremely
successful way of getting to the person you want to engage with.
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Rules of success
Extra SEO tip:
SEO outreach
If you’re SEO team isn’t using LinkedIn for outreach then they are missing
a huge opportunity for a much easier way to connect with a target
influencer or site.

#CalvinAyreNews
Watch the videos:
1. Paid Social Media to Promote Gambling Content
2. Image-based Social Media
3. Blog and Social Media Integration
4. Images on Twitter
5. Social Media and Mobile
6. Other Social Platforms
7. Engaging Influencers on Twitter
8. Building LinkedIn Presence
Social Media Tip of the Week
by Darren Sheffield
Check out the Social Media Tips
from Darren Sheffield at
calvinayre.com
Darren Sheffield
Head of SEO and Social
The Media Image
fb.me/calvinayrenews
@calvinayrenews

8 Social Media Tips for the Gambling Industry

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8 Social Media Tips for the Gambling Industry