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Edition: Free Webinar, May 2014 Analyst: Joakim Nilsson.

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Presentation on theme: "Edition: Free Webinar, May 2014 Analyst: Joakim Nilsson."— Presentation transcript:

1 Edition: Free Webinar, May 2014 Analyst: Joakim Nilsson

2 #iGamingBuzz About Joakim Nilsson Editor of Social Monitor & Managing Director SCRM Cloud 2005-2010 Malta Customer Service Content manager Project Manager Online Marketing 2010-2012 Betclic Everest Group Paris Head of Social Media Betclic, Expekt. Everest Poker and Bet-at- home 2013 Investor & Partner Avalanshare Campaign tool for social media sharing 2013 Head of product marketing Unified Inbox Unified communication and collaboration platform 2014 Founder & MD at SCRM Cloud Social media monitoring, analytics and engagement solutions

3 #iGamingBuzz #iGamingBuzz @JoakimNilsson

4 #iGamingBuzz Why should you monitor Social buzz?

5 #iGamingBuzz

6 “Most sports books worry about what to publish on Facebook and Twitter… I “worry” about what your Customers and Prospects publish” *In the most optimistically fashion…




10 #iGamingBuzz

11 623,456 sports book brand mentions analyzed in April 2014

12 #iGamingBuzz From 546,219 unique authors

13 #iGamingBuzz Across 40+ sports books

14 #iGamingBuzz

15 A Big Data report that is clean and comprehensive The iGaming industries first and most comprehensive social media monitoring report World-class source coverage Over +500,000 mentions/month Comprehensive data

16 #iGamingBuzz Our reports are 99% clean from noise

17 #iGamingBuzz (888sport OR "888 sport" OR OR hashtags:888sport) OR (888 NEAR/5 (sport* OR bookmaker* OR bookie* OR odds* OR live* OR liveodds OR "in-play" OR inplay OR bet* OR wage* OR score* OR bonus* OR deposit* OR withdrawal* OR payout* OR "pay out" OR "Signing up" OR register OR stake* OR visa OR mastercard OR MoneyBookers OR paypal OR neteller OR player* OR "customer support" OR "customer service" OR license* OR promotion* OR ladbrokes OR stanjames OR sbobet OR bwin OR betfair OR intertops OR mybet OR netbet OR nordicbet OR noxwin OR paddypower OR "paddy power" OR redbet OR skybet OR sportingbet OR "william hill" OR "william hill" OR betclic OR 888sport OR football* OR soccer* OR tennis* OR hockey* OR cricket* OR golf* OR baseball* OR basketball* OR rugby OR olympic* OR racing* OR dart OR basket OR ice-hockey OR icehockey OR nhl OR nba OR nfl OR wimbledon OR "roland garros" OR "world cup" OR f1 OR motor* OR golf OR "us open" OR "us masters" OR ski* OR volleyball OR badminton OR squash OR cycling OR "tour de france" OR sail* OR handball* OR sochi OR "premier league" OR "serie a" OR Arsenal OR "Aston Villa" OR Cardiff OR Chelsea OR "Crystal Palace" OR Everton OR Fulham OR Hull OR Liverpool OR Manchester OR Newcastle OR Norwich OR Southampton OR Stoke OR Sunderland OR Swansea OR Tottenham OR West Bromwich OR Albion OR "West Ham" OR barcelona OR madrid OR milan OR juventus OR "bayern munich")) NOT (call OR "eastern mountain" OR 1.888* OR "1-888*" OR raw:"1-888" OR OR site:"" OR "888-NFL-HAWK" OR OR OR OR "888-346-3656" OR OR "(888)" OR OR "888-430-9550" OR OR OR OR bitcoin* OR kasyno OR promocje OR depozytu)

18 #iGamingBuzz A look at the report

19 #iGamingBuzz Split into 3 parts Large <10K mentions Medium 1-10K mentions Small >1K mentions

20 #iGamingBuzz Table of contents Volume of brand mentions Page types Authors & influencers Most talked about sports Types of mentions Most retweeted tweet Most liked facebook post Brand data is split into 3 parts; large, medium and small brands, each containing the following sections: Key Data & Exec. Summary Data per Brand Groups (L,M & S) Brand Share-of-Voice Brand Buzz Insights Page Types Sources Authors & Influencers Mention Types Authored vs. Earned Mentions Sports Categories Twitter Demographics

21 #iGamingBuzz Volume of mentions per Brand Group …and compared to previous month(s).Brand mention volume per brand group last month… Comparing the total online mention volume across the 3 brand groups for previous month and month(s) ?


23 #iGamingBuzz Overview of brand mention volume Paddy Power has cemented its first place in volume of brand mentions, being 5x larger than Bet365 and Skybet Comparing the total online mention volume for all brands across all page types for the past month. ?

24 Looking at the mention volume per brand and per day together with a summary of the most notable spikes in mentions. ?

25 #iGamingBuzz Brand Buzz timeline Paddy Power is completely dominating the brand buzz volume over the whole month. The only notable spikes in mention volume comes from Paddy Power, SkyBet, Betfair and Bet365.

26 #iGamingBuzz Most talked about topics per brand BetfairHelpdesk Example of a mention from a selected topic. ?

27 #iGamingBuzz Brand share-of-voice The Paddy Power brand makes up 46% of all online mentions in the large brand group with a total of 283K mentions Share-of-voice between brands in this brand group ? Total mention volume per brand ?

28 #iGamingBuzz Brand share-of-voice Year-to-date Paddy Power is continuing its share-of-voice growth over competition, whilst William Hill and BetVictor almost doubled their mention volume from Jan. Losers and gainers Gainers since last month: PaddyPower+114,825 William Hill+22,676 Bet365+12,571 Skybet+10,224 Betfair+9,245 Ladbrokes+5,998 Betfred+4,156 BetVictor+2,693 Losers since last month: Coral-1,122

29 Categorising mentions into channel types such as Twitter, Facebook, blogs, forums, images, videos, reviews or news. ?

30 #iGamingBuzz Page types Twitter is the dominating channel in the large brand group, much thanks to Paddy Power’s enormous volume Here we look at the page type distribution of brand mentions across the three brand groups on an even %-scale for easier reading. ?

31 #iGamingBuzz Page Types for Brand Group Ladbrokes and SkyBet has a significantly higher presence on News sites compared to competition Volume of brand mentions per channel type in the brand group. ? Percentage (%) of brand mentions per channel type in the brand group. ? …percentage split per page type.Volume of mentions per page type…

32 #iGamingBuzz Page Type split per brand …mention volume per week and page type.Share-of-voice page split… Previous month’s page type share-of-voice. ? Previous month’s volume of mentions per page type per week. ?


34 #iGamingBuzz Brand mention Sources Site#nr of mentionsImpact twitter.com5597092 www.facebook.com446569 playscore.net83476 m54480 www.olbg.com43483 forum.bettingadvice.com40579 www.bet365.com32489 www.soccerstreams.org22158 forum.punterslounge.com19856 racecaller.com16848 www.tennisguru.net15047 www.cappingthegame.com14646 www.boards.ie13250 eishockey.wettpoint.com12341

35 #iGamingBuzz Mention Types

36 #iGamingBuzz Types of mentions The smaller Sports book brands are getting more mentions about Poker and other gaming products whilst the big Sports books has cemented their position within sports talks Mentions that can be related to any of the 5 mention types; Sports & odds, Bonus & Promos, Accounts & Payments, Poker Casino & Other Games or Affiliates & Partners will be categorised accordingly. A brand mention that talks about FIFA World Cup will be categorised as “Sports & Odds” whilst a mention about Neteller will fall under “Account & Payments”. ?

37 Categorizing the mentions that talks about any of the top sports such as Football, Tennis, Rugby, Horses, Golf, Cricket, American Sports, Snooker & Darts. ?

38 #iGamingBuzz Most talked about sports Comparing the volume of brand mentions talking about a specific sport across brand groups Mentions that can be related to any of the most popular sports are categorised accordingly. A brand mention containing “Man utd” will be categorised under Football and mentions talking about “NHL“ will be filed under both Ice-hockey and American Sports. ?

39 #iGamingBuzz Sports categories Bet365 is dominating mentions around American Sports and Betfair is owning the discussions around Fighting & Boxing related sports. Football, Ruby and Horses are the three keywords for Paddy Power.

40 #iGamingBuzz Sport categories TennisFootball

41 #iGamingBuzz Sport categories HorsesRugby


43 #iGamingBuzz Top authors & influencers in the industry AuthorDomain#nr of mentionsImpact Score atticagamblingtwitter.com260879 HonestRennerstwitter.com183675 EliteOfferstwitter.com149076 bestbetforyoutwitter.com147276 betatticatwitter.com145174 BoomBetstwitter.com139377 RacingPredictortwitter.com137274 Freebetnowtwitter.com133770 FreeBetsGlobaltwitter.com130371 tipicoonlinetwitter.com129165 Free_Bet_Clubtwitter.com127982 UKZeektwitter.com123881 FreeBetsPagetwitter.com120480 AlwaysTheRivertwitter.com107575 BetDealertwitter.com106680 (Wettpoint Hockey Statistics)eishockey.wettpoint.com96577 footiebetuktwitter.com85975 RacesCheltenhamtwitter.com70172 CheltReTweettwitter.com66675

44 Do the sports books publish mentions about themselves or have they earned the mentions from their audience? Here we compare the ratio between Published and Earned mentions. ?

45 #iGamingBuzz Earned v. published mentions …compared to previous period.Earned mentions v. published by brand…

46 Gender, interest and profession analysis of Twitter audience talking about sports books in this brand group. Only authors where accurate meta data could be found are included. ?

47 #iGamingBuzz Twitter demographics Gender split of tweeters talking about the above mentioned sports book brand. Only authors were accurate meta data could be found are included. ? Most talked about words and phrases put on a horizontal gender scale. Words and phrases to the right represent topics males are talking about. ? …conversation topics per gender.Gender & profession…

48 #iGamingBuzz Thank you! Follow and tweet me @JoakimNilsson

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