Building Excitement: Your Content Shouldn’t Suck
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Building Excitement: Your Content Shouldn’t Suck

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Building a successful social media program that truly takes advantage of the medium has little to do with the size of your social communities. Rather, it is about engaging your followers in ...

Building a successful social media program that truly takes advantage of the medium has little to do with the size of your social communities. Rather, it is about engaging your followers in conversations about your brand so they can spread the word for you. But this is easier said than done, and many casinos continue to struggle with producing content that doesn’t, well, suck. In this session we will explore the best practices for producing engaging, memorable content for your casino. Hear from casino social media experts about what works…and what doesn’t and share tips that your casino can start using right away.

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    Building Excitement: Your Content Shouldn’t Suck Building Excitement: Your Content Shouldn’t Suck Presentation Transcript

    • Building Excitement: Your Content Shouldn’t Suck JEN FINK VP, Account Director Masterminds JEFF LAFRANCE VP Marketing FireKeepers Casino Hotel JULIA CARCAMO Former VP of Brand Marketing Isle of Capri Casinos DEREK SCHOEN Director of Marketing Aria Casino Resort ©2013
    • Content is king. ©2013
    • The power of social media: Reach beyond your own social databases. ©2013
    • ENGAGE YOUR DATABASE Catch Attention ©2013
    • ENGAGE YOUR DATABASE Catch Attention Good Content ©2013
    • ENGAGE YOUR DATABASE Catch Attention Good Content Create Interaction Like ©2013
    • + ENGAGE YOUR DATABASE Catch Attention Good Content = Create Interaction Spread Messages ©2013
    • Fragmented channels. ©2013
    • They’re not looking for YOU. ©2013
    • I CAN’T WAIT TO SEE A BRAND MARKETING MESSAGE! ©2013
    • It’s crowded out there. ©2013
    • Friends and family ©2013
    • OMG... IT’S ME! Friends and family ©2013
    • Friends and family OMG... NICE CAT SWEATER? ©2013
    • Friends and family Cute animals ©2013
    • Friends and family Cute animals Grumpy Cat ©2013
    • Friends and family Cute animals Grumpy Cat Funny pictures ©2013
    • Friends and family Cute animals Grumpy Cat Funny pictures Big brands ©2013
    • Be creative. ©2013
    • Be human. ©2013
    • DON’T DO THIS ©2013
    • DON’T DO THIS DO THIS ©2013
    • Be relevant. ©2013
    • Be relevant. ©2013
    • Be relevant. ©2013
    • Be relevant. ©2013
    • Be relevant. 525,000,000 EARNED IMPRESSIONS ©2013
    • Create value. ©2013
    • Provide information ©2013
    • Provide information Give value ©2013
    • Provide information Give value Offer a chance to win ©2013
    • Provide information Give value Offer a chance to win Be entertaining ©2013
    • Vary your content. ©2013
    • Gaming ©2013
    • Gaming Dining ©2013
    • Gaming Dining Entertainment ©2013
    • Gaming Dining Entertainment Nightlife ©2013
    • Gaming Dining Entertainment Nightlife Hotel ©2013
    • Gaming Dining Entertainment Nightlife Hotel Community Events ©2013
    • Gaming Dining Entertainment Nightlife Hotel Community Events Heck, even the weather ©2013
    • Make it look good. ©2013
    • Do use media ©2013
    • Do use media Don’t post messy links ©2013
    • Do use media Don’t post messy links Don’t write a novel ©2013
    • Do use media Don’t post messy links Don’t write a novel Do proofread & punctuate ©2013
    • Do use media Don’t post messy links Don’t write a novel Do proofread & punctuate DON’T DO THIS!!!!!!! ©2013
    • Do use media Don’t post messy links Don’t write a novel Do proofread & punctuate DON’T DO THIS!!!!!!! Know your medium ©2013
    • Be discerning. ©2013
    • Be discerning. Would you want to see this? ©2013
    • Be discerning. Would you want to see this? Would you share this with your friend? ©2013
    • Jeff LaFrance VP Marketing FireKeepers Casino Hotel ©2013
    • Julia Carcamo Former VP of Brand Marketing Isle of Capri Casinos ©2013
    • Derek Schoen Director of Marketing Aria Casino Resort ©2013
    • Jeff LaFrance Vice President of Marketing FireKeepers Casino Hotel
    • FIREKEEPERS CASINO HOTEL • Native American Casino Located in Battle Creek, MI – Opened August 2009 – – – – – – – 2,900 slot machines 70 table games 14-table Poker Room 500-seat Bingo Hall 7 restaurants 242-room hotel 2,000-seat event center
    • FIREKEEPERS CASINO HOTEL • FireKeepers’ Facebook Page – Over 200,000 fans • #2 Native American Casino • Top 12 of casinos nationwide – Page impact • 14,205 People Engaged Weekly • 37,055 Post Clicks Weekly
    • The source matters • You could be here…. – – – – – – Library Bank Parks & Recreation Department CPA Truck Driver Dentist • Content is king, Casino’s are the king of content – – – – Gaming: Table Games, Slots, Bingo, Keno Entertainment: Lounge acts, Bars, Headline Acts Amenities: Hotel, Pool, Spa, Dining Promotions
    • Winners
    • Winners
    • It Takes a Team • To generate content and engage the audience • • Internal sources are great for generating content People LIKE people
    • Off-site Events
    • Be human • Watch what’s trending and jump into the conversation • Have fun
    • Binglo Trolls • 26,853 Likes • Seen by 695,064 Like Harlem Shake Joker Ultimate Warrior Jersey Kiss Red Head Sumo Beetlejuice CSI Comment Share 152 15 4,213 236 4,308 223 1,112 98 4,258 279 4,516 312 2,638 4,104 1,552 26,853 579 332 400 2,474 Seen 18 17,758 244 90,175 203 82,927 90 39,406 336 94,275 303 103,386 734 342 414 2,684 103,583 97,567 65,987 695,064
    • A Focus on Engagement The Louisiana Marathon Julia Carcamo @jccarcamo
    • Focus on Engagement The practice of social media complements the traditional advertising activities. •Building additional awareness •Fishing where the fish are •Engagement and advocacy
    • Louisiana Marathon Daily Practice •Motivational Quotes •Informative Running Insights •Questions •Challenges •Partner Photos •Event Updates •Promotional Opportunities
    • Louisiana Marathon Results •Development of Key Influence Relationships •Other Runners Answering Questions Without Prompt •12 Likes on Day 1 to over 15,000 on race day •24,686 as of 6/19
    • Social Proof
    • Social Proof
    • Social Proof
    • Next Year Adding •Video blog •Instagram •Pinterest
    • Make a Commitment Commit Yourself to •Establishing a content calendar •Developing relationships •Identifying influencers •Providing the tools for advocates
    • A few tips •Sell some of the time, not all of the time •Take some time off •Buy Facebook ads •Like a race, the first 1K is the hardest
    • Content Derek Schoen @DerekSchoen ARIA Resort & Casino
    • Whey Does Content Matter? • Likes do not matter (well, they do a little) • Engagement matters • PTAT
    • Building Trust • A “Like” is sacred • Talk to users, not at them • A bad post makes the next one less visible
    • Edgerank is Dead, Long Live Edgerank • Previous Interactions with Author • Previous Interactions with Content Type • Reactions from Users Who Have Already Seen the Post • Amount of Negative Feedback on the Post
    • Edgerank Example Source: http://www.business2community.com/facebook/understanding-howfacebook-news-stories-are-filtered-infographic-0465722
    • Edgerank Example Source: http://www.business2community.com/facebook/understanding-howfacebook-news-stories-are-filtered-infographic-0465722
    • Understanding Purpose Source: http://think.withgoogle.com/customer-journey-to-purchase/
    • Focus on Engagement • Find a balance • What would you like to hear? • Content & Channel Types • Build a Story
    • Viral Loop • Engagement increases Impressions • Impressions lead to Likes • Likes increase Engagement
    • Finding Content It’s right in front of you •Details •Unanswered Questions •Tell a Story (but not all at once) •Talk about a Special
    • The Checklist • Do I find it interesting? • Is it short? • Is it visual? • Have you talked about it before?