Measuring Success: Social Media Benchmarks

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If you’re not benchmarking and measuring the success and progress of your social media program on a consistent and regular basis, you’re missing a valuable opportunity to prove its worth and improve upon past results. In this session, we take a look at how different casinos handle reporting and what metrics are truly the most important. The different platforms and programs will be reviewed and the metrics of each are alike and are different.

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Measuring Success: Social Media Benchmarks

  1. 1. Social Media Measurement: The Most Valuable Metrics ANDREA JANSSEN NOAH BESHEER JON WANAMAKER Social Media Manager Masterminds Interactive Media Specialist Pinnacle Entertainment Social Media Manager Hotel Marketing, Bellagio ©2013
  2. 2. ©2013
  3. 3. WHAT A MONTHLY REPORT SHOULD INCLUDE: Size of your databases Engagement Reach Impressions Top-performing content Verbatims Cost per Acquisition ©2013
  4. 4. SIZE OF YOUR DATABASES Likes Followers Subscribers ©2013
  5. 5. ENGAGEMENT People Talking About This (PTAT) The number of unique individuals who have created a story about your page Types of stories include: Liking your Facebook Page Liking, commenting on or sharing a post Responding to an event Mentioning your Page within their own posts Tagging your Page in a photo Checking in to or recommending your casino on Facebook ©2013
  6. 6. ENGAGEMENT People Talking About This (PTAT) The number of unique individuals who have created a story about your page Types of stories include: Liking your Facebook Page Liking, commenting on or sharing a post Responding to an event Mentioning your Page within their own posts Tagging your Page in a photo Checking in to or recommending your casino on Facebook ©2013
  7. 7. ENGAGEMENT Shows the overall health of your Facebook Page ©2013
  8. 8. ENGAGEMENT Shows the overall health of your Facebook Page Average engagement level among casinos is 4-5% ©2013
  9. 9. ENGAGEMENT Shows the overall health of your Facebook Page Average engagement level among casinos is 4-5% Number goes down to 2.5-2.75% when a page surpasses 100,000 fans ©2013
  10. 10. ENGAGEMENT Shows the overall health of your Facebook Page Average engagement level among casinos is 4-5% Number goes down to 2.5-2.75% when a page surpasses 100,000 fans PTAT # of Likes on your Page Engagement Level ©2013
  11. 11. ENGAGEMENT ©2013
  12. 12. ENGAGEMENT Engagement Level 3.12% ©2013
  13. 13. ENGAGEMENT Twitter Retweets Favorites @Replies Instagram Likes Comments Pinterest Repins Likes Google + + 1s Comments Shares Vine Revines Likes Comments ©2013
  14. 14. TOTAL REACH AND IMPRESSIONS Reach: The unique number of people who saw any content associated with your page. Impressions: The total number of times your content was viewed overall. ©2013
  15. 15. FACEBOOK ANALYTICS ©2013
  16. 16. TWITTER ANALYTICS ©2013
  17. 17. PINTEREST ANALYTICS ©2013
  18. 18. PAID ANALYTICS OPTIONS ©2013
  19. 19. TOP-PERFORMING CONTENT ©2013
  20. 20. VERBATIMS ©2013
  21. 21. COST PER ACQUISITION ©2013
  22. 22. SOCIAL PROMOTIONS Collect and track additional data Emails Players Club Numbers ROI ©2013
  23. 23. TIMELINE APP Good for: – Quick last-minute giveaways Good for: – Lead generation – Cross-platform integration – Longevity ©2013
  24. 24. TIMELINE APP Good for: – Quick last-minute giveaways Good for: – Lead generation – Cross-platform integration – Longevity Prizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.) Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) ©2013
  25. 25. TIMELINE APP Good for: – Quick last-minute giveaways Good for: – Lead generation – Cross-platform integration – Longevity Prizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.) Information Collected: – Name – Email (opt-ins) – Players Club # – Etc. Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) Information Collected: – Name ©2013
  26. 26. TIMELINE APP Good for: – Quick last-minute giveaways Good for: – Lead generation – Cross-platform integration – Longevity Prizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.) Information Collected: – Name – Email (opt-ins) – Players Club # – Etc. Benefits: – Can be fan-gated – Launching and closing of the promotion is more controlled – More control over the look and feel – Plenty of room for legal content like rules, offer terms and eligibility requirements, acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) Information Collected: – Name Benefits: – Quick and easy to run – Short-term engagement boost* *Word of warning: In an article about the recent News Feed changes, Facebook lists the following as one of the considerations for determining “quality content”: “Is the content genuinely interesting to you or is it trying to gain News Feed distribution? (e.g. asking for people to like the content)” ©2013
  27. 27. TRACKING SUCCESS Email Opt-ins Players Club Numbers ©2013
  28. 28. TRACKING SUCCESS Average Value of Your Followers ©2013
  29. 29. TRACKING SUCCESS Redemption Rate ROI ©2013
  30. 30. WHAT YOU SHOULD BE TRACKING Size of your databases Engagement Reach Impressions Top-performing content Verbatims Cost per acquisition Email opt-ins Value of your database Redemption rate ROI ©2013
  31. 31. Noah Besheer Interactive Media Specialist Pinnacle Entertainment ©2013
  32. 32. CHEERS Slot Promotion Overview: • First-in-market exclusive slot • Facebook caption contest • Winner received trip to Boston
  33. 33. CHEERS Slot Promotion Goals: • Raise awareness for the game • Drive coin-in
  34. 34. CHEERS Slot Promotion Results: • Cheers coin-in was 282% higher than casino floor average at all properties that ran the promo • Greater increase than our properties that did not run the promo
  35. 35. River City Hotel promotion Overview: • Create buzz by giving one Facebook Fan a free night stay in the Presidential Suite of River City’s new hotel • Promotion was executed preopening
  36. 36. River City Hotel promotion Goals: • Raise awareness for the hotel among the general public • Turn “our customers” into Facebook Fans
  37. 37. River City Hotel promotion Results: • Teaser post had 2,400+ LIKES • Gained 900+ fans the day our player database e-mail dropped
  38. 38. Tweet What You Eat Overview: • Guests post photos of the dishes on FB & Twitter for the chance to win a property gift card • Gets guests talking about our F&B for us
  39. 39. Tweet What You Eat Goals: • 50+ photo entries • Drive people to the property
  40. 40. Tweet What You Eat Results: • 83 photo entries between the two properties • People had to be on property to participate - drove trips
  41. 41. Social Media Reports Overview: • Sent to our Executive team • Topics typically include: • Promotion results • Best practices from our properties • New videos • Anything tied to ROI or creating guest loyalty
  42. 42. Facebook ticket pre-sales Overview: • Tickets go on sale to our FB Fans before the general public • Pre-sale password and link is posted when we announce the show
  43. 43. Facebook ticket pre-sales Goals: • Drive revenue via ticket sales • Offer a benefit for being a Facebook Fan
  44. 44. Facebook ticket pre-sales Results: • Typically around 100 tickets per pre-sale • Bigger spike w/ promoted posts that target artist’s fan base • ROI is easy to track w/ code
  45. 45. Keys to measurement • Set your goals ahead of time • “Why” you’re measuring is more important than “how” you’re measuring • Try to avoid layering • If something works, build on it next time
  46. 46. Jon Wanamaker Social Media Manager Hotel Marketing, Bellagio ©2013
  47. 47. •  Overall average campaign E/R = 24% •  Organic campaigns generated revenues of over $100k •  Benefit fan acquisition and engagement while driving bookings. •  Allow for Direct Response efforts from the Brand’s perspective.
  48. 48. Questions? ©2013

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