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 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

  1. 1. 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
  2. 2. Content is king. ©2013
  3. 3. The power of social media: Reach beyond your own social databases. ©2013
  4. 4. ENGAGE YOUR DATABASE Catch Attention ©2013
  5. 5. ENGAGE YOUR DATABASE Catch Attention Good Content ©2013
  6. 6. ENGAGE YOUR DATABASE Catch Attention Good Content Create Interaction Like ©2013
  7. 7. + ENGAGE YOUR DATABASE Catch Attention Good Content = Create Interaction Spread Messages ©2013
  8. 8. Fragmented channels. ©2013
  9. 9. They’re not looking for YOU. ©2013
  10. 10. I CAN’T WAIT TO SEE A BRAND MARKETING MESSAGE! ©2013
  11. 11. It’s crowded out there. ©2013
  12. 12. Friends and family ©2013
  13. 13. OMG... IT’S ME! Friends and family ©2013
  14. 14. Friends and family OMG... NICE CAT SWEATER? ©2013
  15. 15. Friends and family Cute animals ©2013
  16. 16. Friends and family Cute animals Grumpy Cat ©2013
  17. 17. Friends and family Cute animals Grumpy Cat Funny pictures ©2013
  18. 18. Friends and family Cute animals Grumpy Cat Funny pictures Big brands ©2013
  19. 19. Be creative. ©2013
  20. 20. Be human. ©2013
  21. 21. DON’T DO THIS ©2013
  22. 22. DON’T DO THIS DO THIS ©2013
  23. 23. Be relevant. ©2013
  24. 24. Be relevant. ©2013
  25. 25. Be relevant. ©2013
  26. 26. Be relevant. ©2013
  27. 27. Be relevant. 525,000,000 EARNED IMPRESSIONS ©2013
  28. 28. Create value. ©2013
  29. 29. Provide information ©2013
  30. 30. Provide information Give value ©2013
  31. 31. Provide information Give value Offer a chance to win ©2013
  32. 32. Provide information Give value Offer a chance to win Be entertaining ©2013
  33. 33. Vary your content. ©2013
  34. 34. Gaming ©2013
  35. 35. Gaming Dining ©2013
  36. 36. Gaming Dining Entertainment ©2013
  37. 37. Gaming Dining Entertainment Nightlife ©2013
  38. 38. Gaming Dining Entertainment Nightlife Hotel ©2013
  39. 39. Gaming Dining Entertainment Nightlife Hotel Community Events ©2013
  40. 40. Gaming Dining Entertainment Nightlife Hotel Community Events Heck, even the weather ©2013
  41. 41. Make it look good. ©2013
  42. 42. Do use media ©2013
  43. 43. Do use media Don’t post messy links ©2013
  44. 44. Do use media Don’t post messy links Don’t write a novel ©2013
  45. 45. Do use media Don’t post messy links Don’t write a novel Do proofread & punctuate ©2013
  46. 46. Do use media Don’t post messy links Don’t write a novel Do proofread & punctuate DON’T DO THIS!!!!!!! ©2013
  47. 47. Do use media Don’t post messy links Don’t write a novel Do proofread & punctuate DON’T DO THIS!!!!!!! Know your medium ©2013
  48. 48. Be discerning. ©2013
  49. 49. Be discerning. Would you want to see this? ©2013
  50. 50. Be discerning. Would you want to see this? Would you share this with your friend? ©2013
  51. 51. Jeff LaFrance VP Marketing FireKeepers Casino Hotel ©2013
  52. 52. Julia Carcamo Former VP of Brand Marketing Isle of Capri Casinos ©2013
  53. 53. Derek Schoen Director of Marketing Aria Casino Resort ©2013
  54. 54. Jeff LaFrance Vice President of Marketing FireKeepers Casino Hotel
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. Winners
  59. 59. Winners
  60. 60. It Takes a Team • To generate content and engage the audience • • Internal sources are great for generating content People LIKE people
  61. 61. Off-site Events
  62. 62. Be human • Watch what’s trending and jump into the conversation • Have fun
  63. 63. 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
  64. 64. A Focus on Engagement The Louisiana Marathon Julia Carcamo @jccarcamo
  65. 65. Focus on Engagement The practice of social media complements the traditional advertising activities. •Building additional awareness •Fishing where the fish are •Engagement and advocacy
  66. 66. Louisiana Marathon Daily Practice •Motivational Quotes •Informative Running Insights •Questions •Challenges •Partner Photos •Event Updates •Promotional Opportunities
  67. 67. 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
  68. 68. Social Proof
  69. 69. Social Proof
  70. 70. Social Proof
  71. 71. Next Year Adding •Video blog •Instagram •Pinterest
  72. 72. Make a Commitment Commit Yourself to •Establishing a content calendar •Developing relationships •Identifying influencers •Providing the tools for advocates
  73. 73. 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
  74. 74. Content Derek Schoen @DerekSchoen ARIA Resort & Casino
  75. 75. Whey Does Content Matter? • Likes do not matter (well, they do a little) • Engagement matters • PTAT
  76. 76. Building Trust • A “Like” is sacred • Talk to users, not at them • A bad post makes the next one less visible
  77. 77. 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
  78. 78. Edgerank Example Source: http://www.business2community.com/facebook/understanding-howfacebook-news-stories-are-filtered-infographic-0465722
  79. 79. Edgerank Example Source: http://www.business2community.com/facebook/understanding-howfacebook-news-stories-are-filtered-infographic-0465722
  80. 80. Understanding Purpose Source: http://think.withgoogle.com/customer-journey-to-purchase/
  81. 81. Focus on Engagement • Find a balance • What would you like to hear? • Content & Channel Types • Build a Story
  82. 82. Viral Loop • Engagement increases Impressions • Impressions lead to Likes • Likes increase Engagement
  83. 83. Finding Content It’s right in front of you •Details •Unanswered Questions •Tell a Story (but not all at once) •Talk about a Special
  84. 84. The Checklist • Do I find it interesting? • Is it short? • Is it visual? • Have you talked about it before?

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