How Expekt.com use YouTube to talk to customers and prospects [Case study]

A few days ago a wrote a post about the 5 objectives of social media. One of these, number two in our list, is Talking. Last year when I worked with setting up the social media program at online gaming company Expekt.com, we asked ourself; How can we best use the existing social media tools to talk, i.e. start a dialogue with both customers and prospects. We weren’t short of ideas in any ways, some were good, some too expensive, some hard to manage and some just bad.

We quickly identified what we’re good at, and what we feel comfortable talking about. Being a bookmaker we feel we know one or two things about sports and especially football. We wanted to engage in a conversation with our audience about things we know.

YouTube and videos proved very effective as communication channel for us. We prove to be authentic, it’s something tangible and people can recognize us.

The idea was to have our PR Manager Dan Vikman to run a show with our own bookmakers, the real deal, no actors and no scripts. It proved to be a success when the World Cup started and we had time to build a trusted audience. During the time of the World Cup, the Expekt.com YouTube channel served over 100K views.

The below video is an example from the World Cup. Here we see Dan Vikman with bookmakers Richie Sheridan and Jonathan Deeley previewing the quarter-finals between Germany vs Argentina and Paraguay vs Spain.

Do you have any YouTube success stories or interesting case studies to share?

About Joakim Nilsson

I've this thing that I'm obsessed with helping brands and organisations to make better use of their social media data... so in 2013 I launched the SCRM Cloud, now a Paris based Social CRM agency providing some of the biggest names and brands with technology and professional services for social media monitoring, analytics and engagement. My +10 years experience in various online marketing & communications roles have provided me with a solid grounding in both operations and strategy, most notably as Head of social for one of Europe's largest iGaming groups. Having an entrepreneurial mindset and genuine passion for Internet applications spending part of my time as a small seed investor with various Internet start-ups such as; Curious Hat (500startups), Casumo, Casino Saga, FundedByMe, Nordic Design Collective, Kyoogi, AvalanShare, Unified Inbox, Åre Water, Virtuous Vodka and NOA Potions.

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