Ever wondered what goes on behind the social media posts you see from The Lottery Office?
Meet Alberto Banon, our Social Media Manager, who spends his days turning lottery news, winner stories, campaigns, community conversations and plenty of creative ideas into content for Aussies to enjoy.
And while social media might look like a simple world of posts, videos, comments and scrolling, there is considerably more going on behind the scenes than you might think.
So, What Does a Social Media Manager Actually Do?
According to Alberto, there is always a plan but that doesn't necessarily mean there is such a thing as a typical day.
His role covers everything from planning campaigns and developing content ideas to writing copy, coordinating creative work and keeping an eye on how the community is responding. Alberto says,
I usually start by reviewing how our recent posts have been received, then move into writing content, developing new ideas and revising creative work
But social media can change quickly.
A big lottery jackpot, an exciting winner announcement or an unexpected opportunity with one of The Lottery Office’s partners, such as the Gold Coast Titans, can suddenly change the day's priorities.
That unpredictability is one of Alberto's favourite parts of the job.
There’s a lot More Behind a Post Than Meets the Eye
When you scroll past a social media post, it might take just a couple of seconds to read.
But getting that post from an idea to your screen can involve research, writing, creative development, design, reviews, approvals, scheduling and plenty of careful checking. Alberto explains,
A simple-looking post can involve a surprising amount of thought and teamwork
And once the post is live, the work doesn't necessarily stop.
Alberto also keeps a close eye on the conversations happening in the comments and messages, because one of the best things about social media is getting to see the personalities behind the usernames.
People share their excitement, questions, routines and sense of humour with us
Those conversations can also provide valuable inspiration for future content and help the team understand what the community enjoys and what they'd like to see more of.
Bringing FutureBall to Life on Social Media
One of the biggest content opportunities for Alberto and the social team right now is FutureBall.
With its AU$1 Million first prize and distinctive format, FutureBall gives the team plenty of stories to tell beyond simply talking about the prize. Alberto says,
We can create content about the features that make the game different, the anticipation around each draw and the excitement of winner moments
And that means plenty of opportunities to experiment with different formats, from short videos and animations to interactive posts, customer questions and a healthy dose of creativity.
It's About More Than the AU$1 Million Prize
While the consistent AU$1 Million first prize is obviously an important part of the FutureBall story, Alberto believes the real creative opportunity comes from exploring everything around it.
How do people choose their numbers? Do they pick meaningful numbers or go completely random? What makes FutureBall different? And what stories do people attach to the numbers they choose?
One particularly interesting feature is that every number combination is sold only once per draw.
That gives Alberto and the team a natural way to create content around individuality and choice.
We could invite customers to share the meaning behind a number they would choose, then turn some of these stories into short videos, animations or social posts
In fact, if Alberto had complete creative freedom, that's exactly the sort of campaign he'd love to create.
The idea would be to put the spotlight on the stories behind people's numbers and give the community even more opportunities to get involved.
Two Million-Dollar Moments
FutureBall has already delivered two AU$1 Million winners, creating some particularly exciting moments for the social team.
For Alberto, these are among the most rewarding stories to share.
Those moments were incredibly exciting for the social team,” he says. “They gave us the opportunity to celebrate these moments with our fans and share that excitement with more people.
And while a million-dollar winner makes for an exciting social post, Alberto says the real reason these stories stand out is knowing what a win of that size could mean to someone's life.
Without a doubt, my favourite stories to share on social media
The platform Alberto Can't Stop Scrolling
So, which social platform does the person responsible for social media spend far too much time on?
Answer = Instagram.
Alberto admits some of that scrolling is work-related – keeping an eye on new content ideas, trends and the way brands and creators communicate visually.
But there's another reason.
It's also very easy to open the app for one thing and realise much later that you are still scrolling.
We suspect plenty of people can relate!
