There are only around 3 weeks left until the Amsterdam Affiliate Conference 2016 opens its doors and sets the stage for a never seen before event with many surprises installed for attending affiliates.
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While browsing the speaker section we have found a huge lineup of expert speakers, among which Cillian Barry, Co-founder and CEO of RaceCaller, a social platform providing Tipping Games and related social data to Channel 4, Sporting Life, The Sun, SkyBet, At The Races, Ladbrokes, Stan James, 888Sport and several others.
Cillian will be the speaker for the “Follow, like, share… convert” session which aims to bring top tips to deliver brand building campaigns with an impactful ROI.
We have asked Cillian to give us on overview and a short preview of what’s ahead and what should delegates be looking for when attending his session. Below you will find the Q&A session we have conducted with him:
EEG: Hi Cillian, first, let me thank you for doing this interview and we are certain the your topic is expected by many of the delegates attending the Amsterdam Affiliate Conference.
As we know, social media may still only drive a small share of signups, but its impact is becoming impossible to ignore. Social-driven betting activity and referral traffic are rising at a faster pace than all other online channels. Which are the key social media channels on which affiliates should focus more and what should their main strategy be?
Cillian: Affiliates and bookmakers need to take a close look at their social media plan and honestly assess the business case for it and the real cost of it. Too often social media is, incorrectly, considered “free” media and therefore less accountable than other marketing activity. Once you clearly define what you are trying to get out of social media and the numbers you will judge it on then take the time to trial each channel. You will then make an informed decision rather than following the crowd and jumping on WhatsApp or the latest hot channel.
EEG: You session is called Follow, Like, share …. convert. The title suites the contents of a marketing plan. However it is most of the times an overlook method. Why is that? Why are many still focusing on mailing list and other methods of driving targeted traffic?
Cillian: With RaceCaller, and more recently SportCaller, we are finding that it is the message, and not the medium, that comes first – you need to figure out what you have to say before worrying about where to say it. In our experience, casual punters respond well to tips and comments from other sports fans, ideally fans that have proven themselves handy at finding winners in the past. Our 3rd party clients then use this social data to drive betting activity, through any channel they want.
EEG: When it comes to social media contents, we must never forget about infographics and branded images. Should affiliates focus more on their image and building their social presence as a brand?
Cillian: Social media is a crowded space and like any crowded space it is necessary to stand out if you want to be seen. Think of the guys and, more often, girls in the crowds at football or rugby matches that get picked out by the cameraman. It is the same with social media – it is not for the shy or retiring.
EEG: As a closing question, is your session going to be fun and educative?
Cillian: Let’s wait and see.
To hear more about this topic and most important, hear from affiliates who are transforming their brands with social media and reaping the rewards by driving conversions, make sure you attend the 14:45 session on the 9th of June at the Amsterdam Affiliate Conference. The experts will share top tips for creating effective content and will dissect the differences between social platforms.
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