Social Media
According to our research, the online bingo industry is getting social
media all wrong. Our research suggests that online bingo brands are
tweeting, posting and broadcasting messages several times a day and no
one seems to be the slightest bit interested.
Observations from the top ten
• On average, the total amount of traffic referred from
social media channels was 2.98%
It could be said that the online bingo industry and
perhaps some other areas of the igaming industry are
getting it wrong when it comes to social media for one
main reason - brands are just broadcasting messages.
• Online bingo brands had on average over 21,800
Facebook fans by the end of 2015
It has long been suggested that measuring the success
of any social media marketing activity against the
amount of followers, retweets and likes is wrong. What
is needed in any social media activity is engagement,
and that means conversations. Talking to audiences in
any industry requires careful attention to engendering
a sense of community and offering something in return
for any desired action or outcome. Sadly, this isn’t the
case in 2015 for most of the online bingo brands we’ve
looked at.
• On average, online bingo brands had 3,469 Twitter
followers
• On average, online bingo brands tweeted over 3,000
times a year. That’s over 8 tweets per day on average.
So what about Twitter?
In table 2, opposite, the figures from our Online Bingo
Player Census show a core bingo-playing audience
aged between 35 to 55+ make up over 80% of
those surveyed. If you take that same age range and
transpose it over Twitter’s demographic data (table 3
opposite) we see that less than half of Twitter users
cover the same age range.
Social media referrals
The top 10 online bingo brands that had the best
referring website traffic from social media in 2015 is
shown in Table 1 below.
Table 1 - Social media referral traffic
No
Brand
Overall % of
traffic from
social *
No. of
Facebook
fans
No. of
Twitter
followers
No. of Tweets
1
Sing Bingo
6.91
2554
50
0
2
Mecca Bingo
3.28
103, 274
21,000
14,700
3
888 Ladies
3.52
17,380
2,081
4,321
4
Lucky Pants Bingo
3.23
5,363
215
757
5
Winner Bingo
3.34
15,417
975
1,666
6
Landmark Bingo
2.04
170
855
1,548
7
Robin Hood Bingo
2.03
21,596
2,301
2,251
8
Butlers Bingo
1.94
22, 855
1,536
1,516
9
Heart Bingo
1.81
8,652
527
1,078
10
tombola Bingo
1.78
99, 554
5,153
3, 547
Source: Similarweb.com. Data accurate to 13th January 2016.
* Figures will include traffic from other social media channels.
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