Betting and gaming companies can develop brand advocates through social media engagement, leading to a significant increase in loyalty and customer spending, according to Corey Padveen, the director of global social business strategy at t2 Marketing International.
Padveen told delegates at the International Casino Conference today (Monday) that the ‘lifetime value’ of brand advocates is three times that of an average customer. Such advocates can be targeted through segmented marketing and interaction – identifying segments of the audience and then crafting direct and relevant messaging.
“Responsive branding can develop a close personal relationship with the customer, and this can lead not just to brand loyalty, but to brand advocates, who actually defend your brand against criticism,” Padveen said. “However, segmented engagement is crucial, and it is important to be participating in the conversation as it is taking place and before it is commonplace and too late.
“Social media is often perceived as a new element of your business, but it isn’t. It can be integrated easily, although time is often a factor.” To underline the importance of interaction with customers, and building loyalty, Padveen revealed that 49 per cent of travellers would not book a hotel or leisure destination without reading reviews beforehand.
Padveen said that it was important to “determine where you are seeing your success”. He added: “Focusing on too many platforms at first is a common mistake. You don’t want to oversaturate your brand across different platforms.”
Astrid Van Kempen, the marketing manager of Holland Casino, told Padveen in an interview that her company had focused most of its social media activity on Facebook, although it is also active on Twitter, Instagram and Pinterest. “Our followers are very active and engaged,” she said.
“Our content strategy has the four pillars of stay, plan, engage and loyalty. We do little things like ask customers what their favourite cocktail is, and then provide it when they come into the casino. “However, we don’t use social media as a hard commercial platform because then you lose your fans. “It’s getting more important to interact with your audience. We focus on Facebook, but we follow the behaviour of our customers. “We post three or four times per week and we have to vary things to keep it interesting.”