SOCIAL MEDIA TIPSfor the Gambling Industry

GAMBLING NEWS WITH AN EDGE

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Paid Social Media to Promote Gambling Content

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In the US, it’s not directly allowed to promote gambling, however, there are ways around this. One of them would be to promote content rather than the brand.

In the UK, it is allowed to promote, but there are a lot of red tapes and it takes time to get your brand whitelisted on Facebook or pre-approved on Twitter.

USA UK

Example:Create an infographic on poker strategy and promote this to drive traffic to your brand.

Other platforms to consider

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Image-based Social Media

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Pinterest and Instagram are two social media platforms that marketers often overlook. Due to reduced organic reach of Facebook on top of restrictions in advertising, these two should be given much more prominence.

One thing that is very important to remember is the user demographic on Pinterest. It has a 70% female user base and much of the content posted is accordingly female focussed. 70%Instagram is strongly based on the usage of hashtags. Posting gambling content and using hashtags (such as #pokernight or #blackjack) allows brands to become part of that wider conversation. #is Key

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Blog and Social Media Integration

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Do your social media content researchKnow your fan base and use tools such as Facebook Graph search and Audience Insights.

Get the right sharing and engagement mechanisms in placeSocial share buttons are of vital importance – use your discretion in finding buttons that best suit your blog.

Easy to use comment sectionComments are the ultimate sign of user engagement and platforms such as Disqus allow great integration with social media.

Make your content highly shareableEnsure images can be pinned to Pinterest and insert Tweetable facts.

Reply to user commentsFlattery will get you everywhere and replying to every blog comment in a considered and tailored manner will ensure those users will come back on a regular basis.

Put some resources toward paid social media and content discovery promotionGrow your reach, and if done well, will grow your community.

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Images on Twitter

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Twitter allows up to 4 images per tweet and so increases the occupied space by our tweets, making them hard to avoid and engagement rate very high.

2 images side by sideImage 1 (left side) – Approximately 277 px x 277 pxImage 2 (right side) – Approximately 277 px x 277 px

3 images – 1 large left, 2 on top of each other rightImage 1 (large left side) – Approximately 277 px x 277 pxImage 2 (right side top) – Approximately 277 px x 137 pxImage 3 (right side bottom) – Approximately 277 px x 137 px

4 images – 4 equal sized tilesAll images – Approximately 277 px x 137 px

Upload order:Top left > Top right > Bottom left > Bottom right

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Social Media and Mobile

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With social media ads you can serve different ads depending on device – tailor them for each device6

1 Users on mobile and desktop act differently

2 Users on mobile see your posts differently

3 Users on mobile often have limitations to what they can download

4 Big video files will work less effectively

5 Do not send a user to a non-responsive or non mobile optimised landing page from your post

Key considerations

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Other Social Platforms

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• Allows brands and individuals to upload Powerpoint like slide decks on a range of topics

• Slideshares usually receive views in thousands if the content is of a good quality and is easily shareable

• A great way of establishing authority in a subject matter

• Can rank highly in the SERP’s for relevant keywords to bring ongoing long term traffic

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• A favorite means of content discovery for millions of users worldwide

• The main goal on this platform is for your content to feature highly in a relevant topic section

• This requires it to be picked up early and voted up. If successful this can drive huge traffic volumes

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• A relatively new platform used by millions to upload creative and usually funny short videos

• Brands like GAP and Burberry have used video submissions from this platform to great effect, as this content usually proves to be highly shareable

• A top tip is to cross post Vine videos on Twitter, which has proven to be highly effective as Vines render in their short video format in Twitter feeds

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• A micro-blogging platform that has gone from strength to strength in attracting a loyal following from users who want a bit more out of their micro blog than Twitter

• Brands such as CK and Disney have built huge communities by posting relatively short blog posts that rely on strong imagery

• Clever strategies around the use of images can go across Instragram and Tumblr, as well as then feeding into Facebook and Twitter

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Engaging Influencers on Twitter

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Research your influencers carefullyMake sure the influencers you plan to get hold of want to engage with the content and will under no circumstances be offended by your approach.

@mention the influencers with tailor made messagesCreate considered outreach tweets and you’ll be sure to not rub anyone the wrong way.

It’s important to offer your target influencers somethingHave you created something valuable such as a free resource? Then present that resource as a gift. This is a great way to start a relationship.

Engage your influencers in conversationThe easiest way to do this is to reply to one of their Tweets.

Compensate if necessaryWhen the influencer is big enough it’s more than valid to offer some compensation for their time, and expect to be asked.

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build relationships for the long term.

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Building LinkedIn Presence

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Set up a company LinkedIn page and post regularlyEnsure your community manager knows your product and industry back-to-front – remember these are usually highly educated and specialised people you’re engaging with.

Getting content right is keyThe audience is professional, and content must match this in tone and message. LinkedIn users are most likely to engage with content that is going to benefit them professionally.

Use SlideSharesLinkedIn owns the SlideShare platform, and Slideshows are the perfect content format for LinkedIn.

Set up communitiesLinkedIn communities are some of the most active in the social media landscape, and maintaining a successful LinkedIn community will establish your brand as an authority figure in its industry.

Use LinkedIn adsAdvanced targeting options allow marketers to target users based on job titles and even specific employees of companies.

Networks are very importantIntroductions to an influencer from a shared contact is an extremely successful way of getting to the person you want to engage with.

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Rules of success

Extra SEO tip: SEO outreach If you’re SEO team isn’t using LinkedIn for outreach then they are missing a huge opportunity for a much easier way to connect with a target influencer or site.

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Watch the videos:

1. Paid Social Media to Promote Gambling Content

2. Image-based Social Media

3. Blog and Social Media Integration

4. Images on Twitter

5. Social Media and Mobile

6. Other Social Platforms

7. Engaging Influencers on Twitter

8. Building LinkedIn Presence

Social Media Tip of the Weekby Darren Sheffield

Check out the Social Media Tips from Darren Sheffield at

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Darren SheffieldHead of SEO and SocialThe Media Image

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