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.

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. ©2013

3. WHAT A MONTHLY REPORT SHOULD INCLUDE:
Size of your databases
Engagement
Reach
Impressions
Top-performing content
Verbatims
Cost per Acquisition
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4. SIZE OF YOUR DATABASES
Likes
Followers
Subscribers
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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
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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
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7. ENGAGEMENT
Shows the overall health of your Facebook Page
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8. ENGAGEMENT
Shows the overall health of your Facebook Page
Average engagement level among casinos is 4-5%
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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
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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
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11. ENGAGEMENT
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12. ENGAGEMENT
Engagement
Level
3.12%
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13. ENGAGEMENT
Twitter
Retweets
Favorites
@Replies
Instagram
Likes
Comments
Pinterest
Repins
Likes
Google +
+ 1s
Comments
Shares
Vine
Revines
Likes
Comments
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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.
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15. FACEBOOK ANALYTICS
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16. TWITTER ANALYTICS
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17. PINTEREST ANALYTICS
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18. PAID ANALYTICS OPTIONS
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19. TOP-PERFORMING CONTENT
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20. VERBATIMS
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21. COST PER ACQUISITION
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22. SOCIAL PROMOTIONS
Collect and track additional data
Emails
Players Club Numbers
ROI
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23. TIMELINE
APP
Good for:
– Quick last-minute giveaways
Good for:
– Lead generation
– Cross-platform integration
– Longevity
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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)
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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
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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)”
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27. TRACKING SUCCESS
Email Opt-ins
Players Club Numbers
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28. TRACKING SUCCESS
Average Value of Your Followers
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29. TRACKING SUCCESS
Redemption Rate
ROI
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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
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31. Noah Besheer
Interactive Media Specialist
Pinnacle Entertainment
©2013

32. CHEERS Slot Promotion
Overview:
• First-in-market exclusive slot
• Facebook caption contest
• Winner received trip to Boston

33. CHEERS Slot Promotion
Goals:
• Raise awareness for the game
• Drive coin-in

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. 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. River City Hotel promotion
Goals:
• Raise awareness for the hotel
among the general public
• Turn “our customers” into
Facebook Fans

37. River City Hotel promotion
Results:
• Teaser post had 2,400+ LIKES
• Gained 900+ fans the day our
player database e-mail dropped

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. Tweet What You Eat
Goals:
• 50+ photo entries
• Drive people to the property

40. Tweet What You Eat
Results:
• 83 photo entries between the
two properties
• People had to be on property to
participate - drove trips

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. 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. Facebook ticket pre-sales
Goals:
• Drive revenue via ticket sales
• Offer a benefit for being a
Facebook Fan

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. 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. Jon Wanamaker
Social Media Manager
Hotel Marketing, Bellagio
©2013

50. • 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.

51. Questions?
©2013