Analysis: Paddy Power are favourites to revolutionise social

Paddy Power In-Play

"Every man", said Paddy Power CEO Patrick Kennedy on a recent call with city analysts, "over the age of 18 on Facebook in the UK is connected to at least one Paddy Power fan."

Them's fighting words and, being a) a man, b) in the UK and c) waaaay older than 18 (weep), I thought I'd give it a go. Guess what? I'm connected to three Paddy Power fans. Turns out that hot air wasn't nearly hot enough.

The important thing, though, is that Paddy Power aren't simply sitting back on their laurels and enjoying their place at social's top table. It's not enough for them to have over a million people listening to them on Facebook, they've got people talking about them, too. In fact, if you compare them with other brands who have similar a number of Fans, they generate six times as much conversation as Costa Coffee, 48 times as much as Pringles and 83 times as much as Blackberry. And Blackberry are in the conversation business.

All this is because, 18 months ago, Paddy Power totally reassessed their growth strategy. As underdogs, they were in no position to compete on level terms with the likes of


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