SBC News Voice of the Sports Betting Industry
Dara Nasr Head of Agency Sales at Twitter, discusses sports and social trends witnessed on Twitter. Focusing on how the mass public interact and engage with the social tool, Nasr breaks down the drivers and motives of social engagement and public reaction. Nasr gives sports betting and outside industry insights into how Twitter is being used to deliver better communication and better branding, What has and has not worked at engaging audiences and how gaming companies can take advantage of ‘real time’ interaction.
Session Summary:-
- Overview of current usage of Twitter focused on 80% of access on Twitter ‘Tweets’ conducted through mobile devices – Twitter serves approximately 2 billion tweets every day, however not all gaming companies are taking full advantage of reactive social mediums such as Twitter to gain advantages in communicating branding and promotions.
- Twitter is used for information and research of real time issues, these could be sporting occasions, news, rumors, etc… These can influence not only thoughts and opinions on subjects, but it can also influence customers choice, actions and final decision. Nasr mentions that this should be of interest to sports betting companies with in-play products.
- Nasr urges Igaming companies to think more in terms of qualitative in-cognitive patterns rather than quantitative marketing thinking when using Twitter, he comments that people need to think in terms of what drives social interaction, shares and self-opinion and social engagement, this is a reactivate process and marketeers have to think what are social reactive drivers
- Mass/crowd thinking must be the driver for marketing teams when approaching social advertising. Mobile offers instant engagement which has to be. This requires marketing teams to now think around the clock as any moment can lead to engagement – this has its positives and negatives for marketing teams
- The speaker gives the audience of examples of successful Twitter profiles for igaming – notably Irish igaming operator – Paddy Power and their reactive and socially responsive campaigns on Twitter. Twitter should be used as brand extension of companies products and services. Twitter as a marketing tool has best convergence with other mediums such as TV, Radio and display campaigns.
