Social Media Boot Camp
Presented by:
Masterminds
nual
th an
4

presented by
RYAN LEEDS

NANCY SMITH

VP, Strategy | Masterminds

CEO | Masterminds

©2013
JENNIFER FINK

ANDREA JANSSEN

VP, Account Director | Masterminds

Social Media Manager | Masterminds

©2013
NOAH BESHEER
Interactive Media Specialist,
Pinnacle Entertainment

MARIO MAESANO
Vice President of Marketing,
Maryland Liv...
SOCIAL MEDIA BOOT CAMP AGENDA

Casino Connections: Social Media Today

9:00-10:00

Building Excitement: Traffic–Driving Co...
#G2E2013

#SMBootCamp13

#SherpieAward
©2013
©2013
Social Media is massive.

©2013
79% of smartphone users

reach for their phone within 15
minutes of waking up in the morning.

©2013
Facebook

is the No. 3 smartphone activity,
behind email and web browsing.

©2013
Facebook has

1.1 billion

monthly active
users worldwide.

©2013
The average person spends

30 minutes each day
on Facebook.

©2013
Smartphone users
check their social accounts

13 or more times per day.

©2013
Twitter receives

2x more search queries

per
month

than Bing and Yahoo combined.

©2013
Three out of four CMOs say

Social Media Impacts Sales.

©2013
Social Media
is not just another channel —
it has become part of our lives.
Politics
Weather
Revolutions
National Security
This is the most exciting time
to be a marketer ever.

©2013
Social media is not like
any other channel.

©2013
©2013
90% of consumers trust
recommendations
from people they know
Social media recommendations
top all other media sources

Sou...
BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL?

Likely to spend

$368

Likely to recommend

74%

Likely to spend

$150

Likely...
BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL?

freelogovectors.com
Download Vector Logos, Brand Logos And Logotypes

Likely t...
BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL?

Likely to spend

$87

Likely to recommend

62%

Likely to spend

$7

Likely to...
VALUE OF A FAN: ACROSS BRANDS 2013

©2013
VALUE OF A FAN: ACROSS BRANDS 2013

H&M
$306.08 x 16,261,519 =
$4,977,325,735.52

©2013
But it’s not free.

©2013
“You can’t just say it, you have to get
the people to say it to each other”
				– James Farley, Ford CMO

©2013
If there is one thing that stays
constant in social media—it’s that

it’s always changing.

©2013
©2013
PINTEREST USAGE STATS

70 million users
2.5 billion page views per month
80% women
14 + minutes per visit

©2013
PINTEREST USAGE STATS

70 million users
2.5 billion page views per month
80% women
14 + minutes per visit

©2013
PINTEREST USAGE STATS

70 million users
2.5 billion page views per month
80% women
14 + minutes per visit

©2013
PINTEREST USAGE STATS

70 million users
2.5 billion page views per month
80% women
14 + minutes per visit

©2013
What are people doing?
What are people doing?
Expressing themselves through
images relevant to their lives
What are people doing?
Expressing themselves through
images relevant to their lives
Reminding themselves of things they
wa...
What are people doing?
Expressing themselves through
images relevant to their lives
Reminding themselves of things they
wa...
What is the potential?
More than 1 in 5
Pinterest users has
pinned an item they
later purchased.
Pinterest shoppers spend an average
of $140-180 per order.

©2013
Now offering

promoted pins.

©2013
Who’s doing it right?

©2013
BORGATA CASINO

©2013
Short Form
Video

©2013
Enables its users to create and
post six-second video clips
with their mobile device.

©2013
VINE USAGE STATS

Most downloaded app in the
Apple store in April 2013.

©2013
VINE USAGE STATS

Most downloaded app in the
Apple store in April 2013.
More than 40 million users.

©2013
VINE USAGE STATS

Most downloaded app in the
Apple store in April 2013.
More than 40 million users.
Five tweets per second...
VINE USAGE STATS

Most downloaded app in the
Apple store in April 2013.
More than 40 million users.
Five tweets per second...
Who’s doing it right?

©2013
BARONA CASINO

©2013
BARONA CASINO

©2013
BARONA CASINO

©2013
video

©2013
©2013
WHAT IS INSTAGRAM VIDEO?

150 million monthly
active users

©2013
WHAT IS INSTAGRAM VIDEO?

150 million monthly
active users
Five million videos were
uploaded in the service’s first
24 hou...
WHAT IS INSTAGRAM VIDEO?

150 million monthly
active users
Five million videos were
uploaded in the service’s first
24 hou...
Who’s doing it right?

©2013
PALMS

©2013
PALMS

©2013
PALMS

©2013
PALMS

©2013
WHAT’S THE POTENTIAL?

Promote content easily in a
fun visual way

©2013
WHAT’S THE POTENTIAL?

Promote content easily in a
fun visual way
Content can be shared on
Facebook, Twitter, etc.

©2013
WHAT’S THE POTENTIAL?

Promote content easily in a
fun visual way
Content can be shared on
Facebook, Twitter, etc.
Makes i...
WHAT’S THE POTENTIAL?

Promote content easily in a
fun visual way
Content can be shared on
Facebook, Twitter, etc.
Makes i...
WHAT’S THE POTENTIAL?

Promote content easily in a
fun visual way
Content can be shared on
Facebook, Twitter, etc.
Makes i...
©2013
SOCIAL MEDIA BOOTCAMP AGENDA

Casino Connections: Social Media Today

9:00-10:00

Building Excitement: Traffic Driving Con...
Let’s get started.

©2013
Brian Best
Corporate VP of E-Commerce,
Boyd Gaming Corporation

©2013
Erin Levzow
Executive Director of Hotel
Marketing and eCommerce,
Palms Casino Resort

©2013
Palms Casino Resort Las Vegas
Where are we….
And….
Integration
Photo Albums and Sharing
Kari Smith
Executive Director of Marketing,
Morongo Casino

©2013
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Casino Connections: Social Media Today

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The day will begin with a look back at some of the important changes that have taken place in the social media landscape this past year. Which new social channels should your casino be aware of? What are the important changes that you need to know about on channels that you are already using? Next, we will hear from three casinos of different sizes and representing different jurisdictions. How do they scale their social media programs based on the resources available to them and which channels and practices work best to meet their objectives?

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Casino Connections: Social Media Today

  1. 1. Social Media Boot Camp Presented by: Masterminds
  2. 2. nual th an 4 presented by
  3. 3. RYAN LEEDS NANCY SMITH VP, Strategy | Masterminds CEO | Masterminds ©2013
  4. 4. JENNIFER FINK ANDREA JANSSEN VP, Account Director | Masterminds Social Media Manager | Masterminds ©2013
  5. 5. NOAH BESHEER Interactive Media Specialist, Pinnacle Entertainment MARIO MAESANO Vice President of Marketing, Maryland Live BRIAN BEST Corporate VP of E-Commerce, Boyd Gaming Corporation DERECK SCHOEN Director of Marketing, Aria Casino Resort JULIA CARCAMO Former VP of Brand Marketing, Isle of Capri Casinos RORY SHANAHAN Head of Marketing, Williams Interactive JEFF LAFRANCE Vice President of Marketing, FireKeepers Casino Hotel KARI SMITH Executive Director of Marketing, Morongo Casino ERIN LEVZOW Executive Director of Hotel Marketing and eCommerce, Palms Casino Resort JON WANAMAKER Social Media Manager Hotel Marketing, Bellagio ©2013
  6. 6. SOCIAL MEDIA BOOT CAMP AGENDA Casino Connections: Social Media Today 9:00-10:00 Building Excitement: Traffic–Driving Content 10:15-11:15 Lunch 11:15-12:45 Social Games: Marketing to Online Players 12:45-1:45 Measuring Success: Social Media Benchmarks 2:00-3:00 Best Of The Best: 2013 Sherpie Winners 3:15-4:15 ©2013
  7. 7. #G2E2013 #SMBootCamp13 #SherpieAward ©2013
  8. 8. ©2013
  9. 9. Social Media is massive. ©2013
  10. 10. 79% of smartphone users reach for their phone within 15 minutes of waking up in the morning. ©2013
  11. 11. Facebook is the No. 3 smartphone activity, behind email and web browsing. ©2013
  12. 12. Facebook has 1.1 billion monthly active users worldwide. ©2013
  13. 13. The average person spends 30 minutes each day on Facebook. ©2013
  14. 14. Smartphone users check their social accounts 13 or more times per day. ©2013
  15. 15. Twitter receives 2x more search queries per month than Bing and Yahoo combined. ©2013
  16. 16. Three out of four CMOs say Social Media Impacts Sales. ©2013
  17. 17. Social Media is not just another channel — it has become part of our lives.
  18. 18. Politics Weather Revolutions National Security
  19. 19. This is the most exciting time to be a marketer ever. ©2013
  20. 20. Social media is not like any other channel. ©2013
  21. 21. ©2013
  22. 22. 90% of consumers trust recommendations from people they know Social media recommendations top all other media sources Source: Buddy Media / booz&co: From Campaigns to Capabilities The Impact of Social Media on Marketing and Beyond 2012 ©2013
  23. 23. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? Likely to spend $368 Likely to recommend 74% Likely to spend $150 Likely to recommend 38% ©2013
  24. 24. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? freelogovectors.com Download Vector Logos, Brand Logos And Logotypes Likely to spend $1,103 Likely to recommend 77% Likely to spend $598 Likely to recommend 39% ©2013
  25. 25. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? Likely to spend $87 Likely to recommend 62% Likely to spend $7 Likely to recommend 16% ©2013
  26. 26. VALUE OF A FAN: ACROSS BRANDS 2013 ©2013
  27. 27. VALUE OF A FAN: ACROSS BRANDS 2013 H&M $306.08 x 16,261,519 = $4,977,325,735.52 ©2013
  28. 28. But it’s not free. ©2013
  29. 29. “You can’t just say it, you have to get the people to say it to each other” – James Farley, Ford CMO ©2013
  30. 30. If there is one thing that stays constant in social media—it’s that it’s always changing. ©2013
  31. 31. ©2013
  32. 32. PINTEREST USAGE STATS 70 million users 2.5 billion page views per month 80% women 14 + minutes per visit ©2013
  33. 33. PINTEREST USAGE STATS 70 million users 2.5 billion page views per month 80% women 14 + minutes per visit ©2013
  34. 34. PINTEREST USAGE STATS 70 million users 2.5 billion page views per month 80% women 14 + minutes per visit ©2013
  35. 35. PINTEREST USAGE STATS 70 million users 2.5 billion page views per month 80% women 14 + minutes per visit ©2013
  36. 36. What are people doing?
  37. 37. What are people doing? Expressing themselves through images relevant to their lives
  38. 38. What are people doing? Expressing themselves through images relevant to their lives Reminding themselves of things they want to do, buy or revisit
  39. 39. What are people doing? Expressing themselves through images relevant to their lives Reminding themselves of things they want to do, buy or revisit Sharing and recommending things they think others should know about
  40. 40. What is the potential?
  41. 41. More than 1 in 5 Pinterest users has pinned an item they later purchased.
  42. 42. Pinterest shoppers spend an average of $140-180 per order. ©2013
  43. 43. Now offering promoted pins. ©2013
  44. 44. Who’s doing it right? ©2013
  45. 45. BORGATA CASINO ©2013
  46. 46. Short Form Video ©2013
  47. 47. Enables its users to create and post six-second video clips with their mobile device. ©2013
  48. 48. VINE USAGE STATS Most downloaded app in the Apple store in April 2013. ©2013
  49. 49. VINE USAGE STATS Most downloaded app in the Apple store in April 2013. More than 40 million users. ©2013
  50. 50. VINE USAGE STATS Most downloaded app in the Apple store in April 2013. More than 40 million users. Five tweets per second contain a Vine link. ©2013
  51. 51. VINE USAGE STATS Most downloaded app in the Apple store in April 2013. More than 40 million users. Five tweets per second contain a Vine link. A branded Vine is 4x more likely to be seen than a branded video. ©2013
  52. 52. Who’s doing it right? ©2013
  53. 53. BARONA CASINO ©2013
  54. 54. BARONA CASINO ©2013
  55. 55. BARONA CASINO ©2013
  56. 56. video ©2013
  57. 57. ©2013
  58. 58. WHAT IS INSTAGRAM VIDEO? 150 million monthly active users ©2013
  59. 59. WHAT IS INSTAGRAM VIDEO? 150 million monthly active users Five million videos were uploaded in the service’s first 24 hours. ©2013
  60. 60. WHAT IS INSTAGRAM VIDEO? 150 million monthly active users Five million videos were uploaded in the service’s first 24 hours Instagram videos are creating two times more engagement than Instagram photos ©2013
  61. 61. Who’s doing it right? ©2013
  62. 62. PALMS ©2013
  63. 63. PALMS ©2013
  64. 64. PALMS ©2013
  65. 65. PALMS ©2013
  66. 66. WHAT’S THE POTENTIAL? Promote content easily in a fun visual way ©2013
  67. 67. WHAT’S THE POTENTIAL? Promote content easily in a fun visual way Content can be shared on Facebook, Twitter, etc. ©2013
  68. 68. WHAT’S THE POTENTIAL? Promote content easily in a fun visual way Content can be shared on Facebook, Twitter, etc. Makes it easier for users to participate in video promotions and/or contests ©2013
  69. 69. WHAT’S THE POTENTIAL? Promote content easily in a fun visual way Content can be shared on Facebook, Twitter, etc. Makes it easier for users to participate in video promotions and/or contests Easier for users to digest ©2013
  70. 70. WHAT’S THE POTENTIAL? Promote content easily in a fun visual way Content can be shared on Facebook, Twitter, etc. Makes it easier for users to participate in video promotions and/or contests Easier for users to digest Easier for a customer to share a bad experience ©2013
  71. 71. ©2013
  72. 72. SOCIAL MEDIA BOOTCAMP AGENDA Casino Connections: Social Media Today 9:00-10:00 Building Excitement: Traffic Driving Content 10:15-11:15 Lunch 11:15-12:45 Social Games: Marketing to Online Players 12:45-1:45 Measuring Success: Social Media Benchmarks 2:00-3:00 Best Of The Best: 2013 Sherpie Winners 3:15-4:15 ©2013
  73. 73. Let’s get started. ©2013
  74. 74. Brian Best Corporate VP of E-Commerce, Boyd Gaming Corporation ©2013
  75. 75. Erin Levzow Executive Director of Hotel Marketing and eCommerce, Palms Casino Resort ©2013
  76. 76. Palms Casino Resort Las Vegas Where are we….
  77. 77. And….
  78. 78. Integration
  79. 79. Photo Albums and Sharing
  80. 80. Kari Smith Executive Director of Marketing, Morongo Casino ©2013

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