gambling on social media - 2014 december
TRANSCRIPT
PRESENTACIÓN JULIO 2014
Special ReportTop 10 Bookmakers
on Social Media
December 2014
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Target
The purpose of this report is to compare the global social media profiles of the 10 most successful Bookmakers regarding their turnover volume. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Bookmakers
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Top 10 Bookmakers Industry's KPIs - December 2014
Industry Unique
Audience:1,060,1481,060,148
Average # of Posts:2,6302,630
Average Engagement Rate (ER) per
Post:1717
Industry Unique
Audience:55,00055,000
Average # of Posts:
88
Average Engagement Rate (ER) per
Post:7,7847,784
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Industry Unique
Audience:1,570,9321,570,932
Average # of Posts:
4848
Average Engagement Rate (ER) per
Post:149149
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Top 10 Bookmakers - Benchmark:Source Alianzo Analytics
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Not all the Bookmakers are on Facebook
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● Bet365, Paddy Power, William Hill and Skybet do not have a global profile on Facebook.
AUDIENCE
● This industry brings together 1.5 millions potential buyers (among the top 10 Bookmakers). ● Bwin has the 40% of the audience, marking a big gap with respect to other leading Bookmaker companies.
GOOD NEWS FOR BWIN!● In general, the 90% of the audience are males. FEMALES ARE NOT INTERESTED IN GAMBLING!
CONTENT
● Bookmakers are very active in generating content on their profiles, with an average of 48 posts/month. MORE THAN ONE POST PER DAY!
● Betfair stands out as the most active Bookmaker, almost 2 times more active than the industry average.● The content strategy is always text followed by a photo or a video.
ENGAGEMENT
● The average industry engagement is 7,930 interactions per month, meaning the number of interactions the users make per month.
● Betfair achieves the best engagement per month (33,119 interactions/month). This data is 4 times higher than the industry's average engagement rate. AMAZING!
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● The main countries for the two leading brands (Bwin and Betfair) are Spain and the United Kingdom. Italy, The United States and Ireland also stand out.
● The average fan is a British male.● These two brands publish specific content about football.
In general, the United Kingdom is the country where the main audience is
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Photos and videos related to football achieve the best engagement results
1. Betfair (5,548 interactions)
3. Bwin (1,118 interactions)
4. Unibet (817 interactions)
2. Bovada (1,667 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
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1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Bookmakers on Facebook – December 2014
1º
2º
3º
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Top 10 Bookmakers - Benchmark: Source Alianzo Analytics
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Twitter is the most used social network by the Bookmaker Marketers
● Skybet does not have a global profile on Twitter.
AUDIENCE
● 1,060,148 is the unique audience that Bookmakers' Industry reaches with the top 10 Bookmakers. ● Paddy Power gathers almost 44% of the audience, marking distances with respect to other leading
Bookmakers. ALMOST HALF OF THE MARKET!
CONTENT
● Bookmakers post everyday an average of 88 tweets per day. REALLY AWESOME!● Bet365 is the most active Bookmaker with 181 tweets per day. WHAT AN ACTIVE BRAND!● Bookmakers talk about football matches' results, darts and other sports. Besides there post also
football news and make jokes with tweets and customized pictures.● Most of the tweets are followed by a photo or an image about bets. They also use videos and quotations of
athletes.
ENGAGEMENT
● Paddy Power has the best engagement per month (389,391 interactions/month) although it is not the one brand that publishes the most content.
● Leading Bookmakers (Paddy Power and Bet365) obtain the highest engagement on Sundays. YOU HAVE TO WORK AT THE WEEKEND!
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Tweets done by football teams achieve the highest engagement
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1. Paddy Power (12,682 interactions)
2. Unibet (10,846 interactions)
4. William Hill (1,294 interactions)
3. Betfair (9,440 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
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1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Bookmakers on Twitter – December 2014
1º
2º
3º
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Top 10 Bookmakers - Benchmark: Source Alianzo Analytics
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Youtube is the online TV for Bookmakers
● Betfred does not have a global profile on Youtube.● Unibet, William Hill and Sbobet do not show their subscribers on Youtube, that is the reason why we do not have their
number of subscribers.
AUDIENCE
● The unique audience that Bookmakers' Industry reaches with the top 10 Bookmakers is 55,000 unique users. ● Bwin is the Bookmaker that has the biggest audience, with almost 68% of the total unique users.
GREAT AUDIENCE!
CONTENT
● The total content average generated per month on YouTube is almost 8 videos. ● William Hill publishes 30 videos per month. IMPRESSIVE! 4 TIMES HIGHER THAN THE AVERAGE!● There are Bookmakers like Bwin, Bovada and Sbobet that do not upload any video.● William Hill video contents are about spots of humour, events of sports and predictions of jockeys.
ENGAGEMENT
● The average engagement content is 42,584 interactions/month. This is the number of interactions done by users per month.
● In spite of not being the one with the best audience, Betfair achieves 7 times higher engagement per month than the average industry. WELL DONE BETFAIR! YOUR HARD WORK HAS A REWARD!
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Videos of humour and spots are the most viewed type of videos
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1. Betfair (235,266 views) 2. Bet365 (10,918 views)
3. Unibet (4,132 views) 4. William Hill (3,565 views)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
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1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Bookmakers on Youtube – December 2014
1º
2º
3º
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● Although not all the Bookmakers are on Facebook, this social network has the biggest audience for the Bookmakers' Industry, having 1.5 millions of unique users.
● Bwin has the 40% of the total audience but does not get the most engagement (Betfair).● Facebook contents form strategy: text followed by a photo or a video.● The United Kingdom is the country where the main audience is.
● Twitter is the most used social network by Bookmaker Marketers.● The average tweets that bookmakers publish everyday are 88 tweets per day. ● Paddy Power is the leader on Twitter and achieves the best engagement with its content in spite of not being
the most active company (Bet365).● Tweets done by football teams achieve the highest engagement.
● Youtube is the online TV for Bookmakers.● The Bookmaker that has the biggest audience (Bwin) is not the one that achieves the best engagement (Betfair).● The average of uploaded videos is small (8 videos/month). William Hill is the exception with its 30 videos uploaded.● In general, the videos of Bookmakers talk about: matches predictions, interviews, spots and analysis of events.
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Conclusions
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GOOD PRACTICES
Most of the Bookmakers use videos (Youtube or Vine) to post them on Facebook or Twitter.
Having an update customize channel on Youtube makes the difference.
Most of the tweets are followed by a photo or an image about bets. Also quotations of athletes are used.
William Hill is very active on Youtube, using this social network as a TV to show its advantages and give predictions. It is also used to promote themselves with spots.
Some brands such as Paddy Power and Betfair use humour in their contents, and that is one of the reasons of their great engagement.
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BAD PRACTICES
Skybet does not have a global profile on Twitter.
Bet365, Paddy Power, William Hill and Skybet do not have a global profile on Facebook.
Some social networks such as Facebook and Instagram are a bit abandoned. There are improvement opportunities here.
GAMBLING INDUSTRY HAS MUCH ROOM FOR IMPROVEMENT
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METHODOLOGY
Analysed Period: From 12/01/2014 to 12/31/2014 (1 month)
CriteriaThe brand profiles choosed for the analysis, have been those that have a global appearance (meaning that they do not refer to a specific country) and use English as their main language.
Sources- http://www.top100bookmakers.com/traffic/by-gr.php- www.alianzo.com
● 'Alianzo Rank'● 'Alianzo Analytics'
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