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Home > Finanse > Bukmacherzy w social mediach. Jak radzą sobie w mediach społecznościowych legalne firmy bukmacherskie?

Bukmacherzy w social mediach. Jak radzą sobie w mediach społecznościowych legalne firmy bukmacherskie?

Social media stały się ważnym elementem działalności firm bukmacherskich. Jakiego rodzaju treści oferują? Czym próbują się wyróżnić?

Rozwój marketingu internetowego spowodował drastyczne skrócenie dystansu pomiędzy dostawcą treści, usług, czy jakiegokolwiek kontentu, a ich odbiorcami. W sposób zdecydowany ułatwiło to komunikację pomiędzy wymienionymi podmiotami i zdynamizowało ich kooperację, a także stworzyło nowy obszar rywalizacji o klienta.

Głównym kanałem, którym treści przekazuje się odbiorcom są oczywiście social media. Ich gwałtowny rozwój w ostatnim dziesięcioleciu spowodował przedefiniowanie sposobu myślenia o marketingu i reklamie. Dzisiaj strategie marketingowe to nie tylko kosztowne inwestycje w reklamy telewizyjne, ale również, a może przede wszystkim, działania w Internecie, które umożliwiają modyfikację strategii i reagowanie na pojawiające się wydarzenia, czy zmieniające się trendy.

Social Media, czy potrzebne?

Zasadność korzystania z social mediów w tworzeniu strategii marketingowej zależna jest oczywiście od rodzaju oferowanych usług i odbiorcy, do którego chcemy dotrzeć. Jak jednak pokazuje doświadczenie, przemyślana, odpowiednio dobrana i dobrze opracowana strategia pozwala sprzedać lub wypromować niemal wszystko. Jeśli zaś mówimy o branży bukmacherskiej, to prowadzenie komunikacji w mediach społecznościowych jest właściwie nieodzowne. Według ceo.com, jednym z najważniejszych trendów w najbliższych latach będzie postępująca personalizacja odbiorców treści. Wymaga jednak ona ogromnego zbioru danych o konsumentach. Te są z kolei w posiadaniu zarządzających social mediami.

Podstawowymi kanałami, którymi posługują się firmy bukmacherskie są Facebook, Instagram i Twitter. We wrześniu 2019 roku Gaming 5.0, firma doradcza działająca na rynku hazardowym, przedstawiła dane dotyczące aktywności wiodących firm bukmacherskich w poszczególnych kanałach społecznościowych. Wspomniane zestawienie można zobaczyć tutaj. W badaniu przeanalizowano 11 firm. Jakie płyną z niego wnioski?

Bukmacherzy na Facebooku

Kluczowym kanałem dla większości firm jest Facebook. Tutaj niepodważalnym liderem jest STS. Największy polski bukmacher zanotował ponad 165 000 polubień, co wobec ledwie 66 000, które zgromadził drugi w kolejności bukmacher Fortuna, wygląda imponująco. Facebook jest dla bukmacherów świetnym narzędziem do nawiązywania interakcji z odbiorcami, przedstawiania swojej oferty, informowania o nadchodzących wydarzeniach i organizowania konkursów dla swoich klientów.

Ćwierkanie w cenie

Zupełnie innego działania wymaga Twitter. Jest on medium specyficznym i nieco trudniejszym niż facebook, nie zapewnia też tak dużego zasięgu jak pozostałe kanały, ale daje zasięg bardziej wartościowy i pozwala docierać do bardziej sprecyzowanego grona odbiorców. Firmy bukmacherskie za pośrednictwem Twittera informują o ofercie na najciekawsze wydarzenia danego dnia i przemycają ciekawostki ze świata sportu. Sporą część całej twitterowej społeczności stanowi tak zwany sportowy Twitter. Wśród nich znajdują się bardzo aktywni i popularni dziennikarze sportowi. Postacie te często stają się twarzami bukmacherów i przedstawiają własne typy na najciekawsze spotkania, czy prezentują zwycięskie kupony. Podobnie jak w przypadku Facebooka, na Twitterze prym wiodą STS i Fortuna, ale tutaj dysproporcja nie jest już tak wyraźna.

Brak pomysłu na Instagram?

Instagram jawi się jako medium nie do końca odkryte przez firmy bukmacherskie. Wiele z nich nie potrafi wykorzystać potencjału tej platformy. Jedyną firmą bukmacherską, która, jak się wydaje, odnalazła klucz do funkcjonowania w tej przestrzeni jest LVBET. Pozostałe podmioty z tej branży nie potrafią przedstawić spójnej koncepcji działań na Instagramie, a ich strategia jest chaotyczna i mało oryginalna. Co ciekawe, bukmacher LVBET do promowania swojej marki wykorzystuje również blog Łączy Nas Pasja, który aktywnie wspiera. Ów blog również prężnie działa w social mediach, przedstawiając w postaci efektownych grafik cytaty sportowców i ciekawostki ze świata sportu. Profil ŁNP na Instagramie zgromadził ponad 12 tysięcy followersów.

Bukmacherzy na Youtube

Youtube będzie w najbliższym czasie języczkiem u wagi dla branży bukmacherskiej. Szlak przetarł bukmacher ETOTO, który odważnie wkroczył w świat „jutuba” i zaprezentował kilka interesujących formatów, które tworzy we współpracy z wieloma znaczącymi osobistościami świata sportu. Absolutnym hitem okazał się „Quiz Pod Napięciem”, który stał się flagowym produktem bukmachera, gromadząc ponad 50 tysięcy subskrybentów, a poszczególne odcinki zaliczają od kilkudziesięciu do kilkuset tysięcy wyświetleń. Podobną drogą idą inni bukmacherzy, tworząc programy eksperckie, w którym dziennikarze i znani youtuberzy komentują bieżące wydarzenia. Dobrze w tej materii radzą sobie firmy Fortuna i LVBET. Choć ci drudzy stawiają na nieco inny rodzaj kontentu, który tworzą we współpracy z Łączy Nas Pasja. Starają sie oni w swoich produkcjach pokazać sport od środka, a czynili to między innymi dzięki „Jurasowi” Jurkowskiemu, który zaprosił kamery do śledzenia swoich przygotowań do walki w KSW. Ostatnio jednak LVBET sporo stracił na dynamice na youtube i wydaje się, że próbuje „wymyślić się” na nowo.

Jeśli chodzi o łączną liczbę polubień, zaobserwowań i subskrypcji, zdecydowanym liderem jest STS, który w przedstawionych wynikach zbliża się do 200 tysięcy. Następna w kolejce jest Fortuna (120 tysięcy). Jednak w przypadku STS, niemal 90% zasobów stanowi Facebook. Największy polski bukmacher nie angażuje się wprost w produkcję materiałów filmowych, ale wspiera takie pomysły. Widoczny jest na przykład na popularnym kanale Foot Truck. Sam kanał bukmachera STS na youtube jest mało aktywny. Filmy dodawane są rzadko, losowo, nie widać jasno określonej strategii, stąd nikła liczba subskrybentów.

Hazard uzależnia, warto zawsze o tym pamiętać przystępując do gry. Wyłącznie osoby które ukończyły 18 lat mogą brać udział w grach hazardowych. Obstawiając w firmach bukmacherskich nieposiadających polskiego zezwolenia łamiesz prawo! Grożą za to surowe kary finansowe.

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