In this interview with CalvinAyre.com’s Stephanie Raquel, Emmanuelle Vivas of Copula.ph tells us how online betting operators can legally promote their products on social media.
In a recent report published by Statista Research & Analysis, it is projected that there will be around 2.67 billion social media users around the globe, up from 1.91 billion in 2014.
Thanks to increased worldwide usage of smartphones and mobile devices, everyone is able to easily communicate beyond local or social boundaries. It also offers possibilities to share user-generated content like photos and videos and features such as social games.
Facebook remains to be the social networking juggernaut in terms of reach and scope with over 1.71 billion monthly active users.
The popularity of social media has caught the eyes of entrepreneurs, paving the way for the rise of social marketing. In 2014, Hubspot reported that 92 percent of marketers claimed that social media marketing was vital for their business, with 80 percent indicating their efforts increased traffic to their websites.
Despite the popularity of social media, gambling operators, particularly online betting sites, are having a difficult time harnessing the potential of the online platform due to censorship. In Facebook and WeChat, gambling are not encouraged while in China’s Weibo, promoting gambling is a no-no.
Emmanuelle Vivas of Copula.ph offers a solution for operators to be able to promote their products without violating any laws. Operators, according to Vivas, should look beyond direct social media marketing.
Instead of posting their products on social networking sites, online betting operators may put up a page of a certain team, wherein fans can converge for discussions.
“So what I will do is not to look into marketing directly to social media but more on gathering the people who are interested in like teams of sports who are doing this gambling for this sports and the sports they are representing or supporting,” Vivas told CalvinAyre.com. “In that way,we get a lot of people who are interested, and, at the right moment when these teams are playing, you can send a message to these fans, and they go to this place, and they can support them by making a bet.
The key for social media marketing success for operators is subtly, according to Vivas.
“These are very legal and not connected to betting or wagering,” he said.