MAGAZINE OF THE EUROPEAN LOTTERIES, 2011, SEPTEMBER ...

More documents

Recommendations

Info

LOTTERY & TECHNOLOGY The latest technology has allowed the NLC to improve its brand image, to have better customer care and to increase sales while maintaining a high level of security. In today’s online environment, the Lottery had to address some concerns and one of the most demanding aspect of online gaming is to be consistently available on all media channels and provide accurate and complete information. NEW TECHNOLOGY AT THE NLC Also the NLC has to make sure its retailers provide the optimum location in their stores for the new digital signage screens and with so many different types of mobile devices (Smartphones, tablets, etc), the Lottery information and website must be easily accessible and available to players, irrespective of the device they use. Part of being a responsible institution is to have a strong social commitment, while protecting game security, players’ privacy, data control and confidence in the brand. Therefore lotteries need to take note of these new communication and distribution channels and come up with a framework where they can be safely implemented. Working in tandem with suppliers who adopt the best technology to ensure their competitive- LOTTERY & TECHNOLOGY Therefore the Lottery of Ireland is now focused on offering more mobile and Internet capabilities with special attention to social media and corporate social responsibility as well as on launching Self-Serve units if approved by the regulator. In the works is a new website portal for the retailers and plans to place more fully integrated POS in more stores around the country. ness and their attractiveness to players and all stakeholders, is essential in that regard. There is no turning back and the online technology keeps developing at an even faster pace. With social media allowing people to create their own online worlds where they can hang out and share their experiences virally, a Lottery with the right technology to harness their players’ online needs will become a success story. 12 NEWS 37 SEPTEMBER 2011
CASE STUDY SOCIAL MEDIA, INESCAPABLE STAKE FOR THE NATIONAL LOTTERY OF BELGIUM POWERFUL CONDUITS OF MODERNITY, BRAND’S VALUE AND CONSUMER SATISFACTION Social Media today are an integral part of the consumer commodities as well as communication practices and the gaming world, creating enduring changes with a direct impact on the players’ expectations, the management of media influence and the games mechanics. Social Media present us with formidable opportunities (an engaged and active cross-generation audience, a phenomenal viral effect, a great potential for engagement but also a channel for loyalty and acquisition) as much as new risks (image management, new legal questions, super-reactivity, responsible gaming). But the true risk relates mainly to inability to control these new issues. Players and stakeholders’ conversations have already begun. And their powerful impact is substantial. Ignoring what is being said about us on the Web, being incapable of responding immediately to stop a budding crisis and, besides managing the criticism, being incapable of initiating enthusiastic stories about our brands represent a huge risk nowadays. MULTIPLE STAKES THAT DESERVE A DEDI- CATED EXPERTISE SinceSeptember2010,themanagementofSocialMediais being handled internally by the National Lottery through the creation of a ‘Consumer Dialogue Specialist & eQuality Control’ position within the Marketing, Sponsoring & External Communications Department. Its mission: with the function of supporting Consumer Dialogue, the question is to define the strategic pillars of Social Media development in order to create satisfied players communities, manage the e-reputation of the National Lottery in the social web, support the optimal integration of Social Media by existing communication strategies and ensure the management of cross-channel interests associated with the development of Social Media (legal issues, team training, crisis communication, Social Media policy, Social Media & e-commerce and more). Adding to this new position, a strong expertise on Social Media enables us to build a strategic vision adapted to the interests of the National Lottery, but also to handle internally, in a continued and transversal manner, the stakes and evolutions associated with Social Media projects. This internal management is also reinforced by a Community Manager function incorporated with the Digital Manager’s mission to handle, on a daily basis, the Facebook corporate page of the National Lottery. GETTING STARTED, TESTING - YES. WITHOUT STRATEGIC DIRECTION - NO. Integrating Social Media is an extensive job with numerous implications (legal, communication, IT, customer service, sponsoring, promotions, sales, HR, research, etc.), constant adjustments and steps that must be staged for a time period (2-year vision). The National Lottery has defined different strategic tools to conform to that development: - A ‘Social Media Audit’ to clearly define the risks and opportunities; - Precise guidelines to describe our development principles regarding Social Media; - A ‘Strategic Social Media Framework’ to indicate the different development stages and the concerned teams for each step; LOTTERY & TECHNOLOGY - A ‘Map of the Social Media Structure’ to organise the various presences within the different networks, according to the National Lottery’s interests; - And finally a ‘Social Media Timeline’ to spread the efforts over the next 12 to 24 months. Flexible strategic tools, reiterative and always changing, centre the efforts around priorities and not according to the trends or the latest technological innovations. The development of these tools is on a par with the definition of corporate and marketing objectives that would be sustained by Social Media projects. The 2011 priorities are threefold: 1. Reinforce players’ loyalty while the gaming portfolio is highly reinvented; 2. Stimulate the relevance and the preference within the 18-34 years old age group; 3. Optimise the positive image associated with the National Lottery. FACEBOOK OR TWITTER? THAT IS NOT THE QUESTION. The in-depth study of players and stakeholders’ conversations has enabled us to apply to each Social Media its specific potential for the National Lottery. - Facebook is the central point of our players’ conversa- 13 NEWS 37 SEPTEMBER 2011
Page 1 and 2: NEWS 37 MAGAZINE OF THE EUROPEAN LO
Page 3 and 4: FOREWORD DEAR EL MEMBERS, DEAR FRIE
Page 5 and 6: EDITORIAL THE EXPERTS HAVE THE FLOO
Page 7 and 8: weekly sales are more than 1 millio
Page 9 and 10: success of a Lottery’s traditiona
Page 11 and 12: • The power of an effective and u
Page 13: THE NATIONAL LOTTERY COMPANY OF IRE
Page 17 and 18: ich the experiences with the brands
Page 19 and 20: and add new developments for their
Page 21 and 22: FUTURE & CHALLENGES Fromitsside,the
Page 23 and 24: In these economically tough times o
Page 25 and 26: ways of checking whether or not a t
Page 27 and 28: has developed a comprehensive guide
Page 29 and 30: TRADITION MEETS FASHION A JOINT EL/
Page 31 and 32: nancial imbalances. Taking individu
Page 33 and 34: Other lawyers presented on national
Page 35 and 36: and Risk Management Working Group a
Page 37 and 38: It was accepted that traditional lo
Page 39: Androulla Vassiliou (1 st rank, 6 t

MAGAZINE OF THE EUROPEAN LOTTERIES, 2011, SEPTEMBER ...

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?