"Casino Marketing in times of social media: from ads to acts" is about remarkable stories, conversation starters and stuff worth sharing: about how to to capitalize on the stuff you are already doing.

1. Casino
Marketing in
times of social
media.
From ads to acts.
© InSites Consulting
Polle de Maagt for Casinos Austria International Marketing Manager Conference
Conversation readiness 1

2. 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.
© InSites Consulting
Conversation readiness 2

3. “
Advertising is the fee for being unremarkable.
“
Robert Stephens (GeekSquad)

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

5. 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?

6. 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.

7. “
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)

8. 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%)

9. 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.

10. Ask yourself: ‘What should consumers
be saying to each other after they’ve seen
my ad or contacted me and my brand?’

11. “
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)

12. 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.

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

14. 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.

15. 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.

16. 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

17. 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

18. 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.

19. 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.

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

21. 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.

22. 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.

23. ? How to plan for a new kind of
advertising?

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

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

26. Plan for paid, owned and earned media.

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

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

30. In 2010 the Antwerp Zoo
made every Belgian feel
a bit pregnant too (and
got 300K more visitors)
(isn’t she cute)
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu

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

33. 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

34. 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.

35. Product
improvement
Offline WoM Road map
WoM
The best performing marketers do three things
that make them stand out.
* Conversation Readiness research amongst 500 European marketers

36. Product
improvement
Offline WoM Road map
WoM
1) They start to implement Word-of-Mouth right
away, applying it to their current products.
* Conversation Readiness research amongst 500 European marketers

37. Product
improvement
Offline WoM Road map
WoM
2) They realize Word-of-Mouth isn’t only online.
* Conversation Readiness research amongst 500 European marketers

38. Product
improvement
Offline WoM Road map
WoM
3) They approach Word-of-Mouth strategically.
* ConversationReadinessresearchamongst500Europeanmarketers

39. You can forget most of the silly things I said. But, please:
Remember these five
things.

40. 1) 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.

41. 2) 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.

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

43. Read the manual.
Seriously.
Read it.

44. 48

45. 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