程阳：社会化媒体时代的彩票营销

Mastering Marketing in the Age of New Social Media

[专刊全文]  PDF:什么是社会化媒体？ 
 

• 程阳：社会化媒体时代的彩票与博客
• 【尼尔森在线研究】中国社会化媒体全景图
• 美国《国家利益》：情报战因社交媒体而改变
• 程阳：社会化媒体时代的彩票营销
• 唐兴通：社会化媒体优化（SMO）策略

EL SEMINAR – LONDON – JANUARY 26-28, 2011

Some consider Social Media a complete revolution in the way it’s affecting personal attitudes and businesscustomer relations. It is undeniable that these networks have created in no time a huge buzz and present a new - albeit challenging - environment for business marketing. The explosion of social networks tells the story. EL seminar in London couldn’t come at a better time when more lotteries are entering this new segment of the gaming market. About 127 participants from all over Europe came to listen to industry experts and lottery representatives recounting their experiences with social media.

Welcoming participants, Mr. Friedrich Stickler, EL President, introduced the topic by highlighting the extraordinary success of social networks, a trend that cannot be sidelined by lotteries. The number of online channels using a social network feature has been on the increase and more gaming organizations are adapting to this novelty - a fact, he said “that was obvious at the ICE Exhibition with half the exhibit space dedicated to Internet Gaming.” I am very pleased to present this EL seminar, because this is the right time to discuss and study social media.” Mr. Stickler went on to emphasize the importance to include social media in the marketing mix, while taking careful steps. A good start is to first hear what other lotteries have to tell about their social media presence. This is where EL Seminars come to place because they are indeed, insists Mr. Stickler, the perfect forum to learn from colleagues about innovative ways to manage a social network and the mistakes to avoid.

Echoing Mr. Stickler, Mr. Jean-Luc Moner-Banet, Member of the EL & WLA Executive Committee and the EL Knowledge Management, Congresses & Seminars Committee, welcomed the participants to London at a seminar that goes back 10 years. “With a growing need among all lotteries for greater expertise in different sectors, EL seminars have a key role to play in the exchange of experiences” added Mr. Moner-Banet. Even though most European lotteries already offer Internet games, it is, according to him, necessary to optimise the use of these media. He reminded that lotteries must remain attractive for players and as such must offer to the public experiences and entertainment that go beyond simple games. Highlighting his comments on the importance to communicate, Mr. Moner-Banet asked the participants to join EL at its next Congress that will be held in June in Finland.

Before giving the floor to the speakers, Gilbert Rehayem, EL Moderator, presented some interesting facts with amusing cartoons. Social Media as well as Social Influence in Marketing are based on communication through interactivity, but this is not a new concept according to Rehayem. What is new is the explosion of web-based social sites and the huge audience they attract: Take a look at Facebook (600 Million users), Google (revenue: $23.7 Billion), Linked-In (1 new user/ second), YouTube (34 languages), Twitter (65 Million tweets/day) and so on. The list of networks and the audience are expanding. The other new concept, noted Rehayem, is how fast an idea can become obsolete. Less than 10 years ago, technological development had a life span of about 7 years. Today, changes are simply a matter of months, even weeks. In 1982, Time magazine declared the PC, “Man of the Year”. In 2010, Business Week forecasted the end of the computer. Now, we access all kind of information and news on social media networks – even the television is no longer relevant. It seems that everything we knew is now in question. So what to do? Should we become a pioneer or protect our turf by being involved or be patient and wait. “This seminar and our speakers’ presentations should help answer some of these questions”, concluded Gilbert Rehayem, opening the discussion with the first speaker of the day.