G2E 2012: Social Media Bootcamp

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Chances are your casino is now knee deep in social media. You have tens of thousands of fans, perhaps many more. You've got YouTube channels, Facebook pages and Twitter followings. You've experimented with FourSquare, Pinterest and Groupon. Each year you are spending more and more precious marketing dollars and valuable time implementing these initiatives. The options and possibilities seem endless. This Social Media Boot Camp is designed to help you focus your efforts and align your social media strategies to meet real business objectives. Learn how to keep the big picture in mind while still keeping track of the details. Hear from casino social media strategists who are leading the industry with innovative ideas that will inspire and challenge you.

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G2E 2012: Social Media Bootcamp

  1. 1. Social Media Boot Camp Presented by: Masterminds
  2. 2. MASTERMINDS + Presented by:
  3. 3. MASTERMINDS
  4. 4. MASTERMINDS OUR GOAL:HELP BUILD SOCIAL MEDIA COMPETENCIES WITHIN CASINO ORGANIZATIONS //
  5. 5. MASTERMINDS Nancy Smith CEO MASTERMINDS Ryan Leeds VP, Strategy MASTERMINDS Jen Fink Account Director MASTERMINDS
  6. 6. MASTERMINDS Andrea Janssen Social Media Manager MASTERMINDS Charles Harper Vice President of Business Development DOUBLEDOWN INTERACTIVE
  7. 7. MASTERMINDS Eric Petersen Director of New Media CAESARS ENTERTAINMENT INC. Brian Best Corporate Vice President of E-Commerce BOYD GAMING
  8. 8. MASTERMINDS SOCIAL MEDIA BOOT CAMP AGENDA// Tweet Up:The State of Social Media Today Less is More:The Principles of a Successful Social Media Program They Really Like You:The Value of a Facebook Fan Social Media Managers:Why You Need One & How to Find One Lunch Social Media & Online Gaming:The Rise of Social Gaming Once a Winner: Engaging Your Customers Outside the Casino Social Media Measurement:The Most Valuable Metrics Best of the Best: Social Media Efforts of the Year Learn from the Best: Social Media Mavens 9:00-9:30 9:30-10:00 10:15-10:45 10:45-11:15 11:15-12:30 12:45-1:15 1:15-1:45 2:00-2:30 2:30-3:00 3:15-4:15
  9. 9. MASTERMINDS SOCIAL MEDIA IS MASSIVE //
  10. 10. MASTERMINDS 48%OF 18-34 YEAR OLDS CHECK FACEBOOK BEFORE THEY GET OUT OF BED IN THE MORNING //
  11. 11. MASTERMINDS SOCIAL NETWORKING IS THE MOST POPULAR INTERNET ACTIVITY //
  12. 12. MASTERMINDS FACEBOOK HAS 901 MILLIONMONTHLY ACTIVE USERS WORLDWIDE //
  13. 13. MASTERMINDS THE AVERAGE PERSON SPENDS 20 MINUTES PER VISIT ON FACEBOOK //
  14. 14. MASTERMINDS 23%OF THEM CHECK THEIR ACCOUNT 5 OR MORE TIMES PER DAY //
  15. 15. MASTERMINDS TWITTER HANDLES MORE SEARCH QUERIES THAN BING AND YAHOO COMBINED PER MONTH //
  16. 16. MASTERMINDS THREE OF FOUR CMOs SAY SOCIAL MEDIA IMPACTS SALES//
  17. 17. MASTERMINDS SOCIAL MEDIA IS NOT JUST ANOTHER CHANNEL — IT HAS BECOME PART OF OUR LIVES//
  18. 18. MASTERMINDS SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES// Politics
  19. 19. MASTERMINDS SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES// Politics
  20. 20. MASTERMINDS SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES// Weather
  21. 21. MASTERMINDS SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES// Revolutions
  22. 22. MASTERMINDS SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES// Revolutions
  23. 23. MASTERMINDS SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES// National Security
  24. 24. MASTERMINDS THIS IS THE MOST EXCITING TIMETO BE A MARKETER EVER //
  25. 25. MASTERMINDS SOCIAL MEDIA IS NOT LIKE ANY OTHER CHANNEL //
  26. 26. MASTERMINDSMASTERMINDS BRAND WISE. STREET SMART.TM
  27. 27. MASTERMINDSMASTERMINDS BRAND WISE. STREET SMART.TM Source: Buddy Media / booz&co: From Campaigns to Capabilities The Impact of Social Media on Marketing and Beyond 2012 • 90% of consumers trust recommendations from people they know • Social media recommendations top all other media sources
  28. 28. MASTERMINDS BUT IT’S NOT FREE.//
  29. 29. MASTERMINDS “You can’t just say it, you have to get the people to say it to each other” – James Farley, Ford CMO
  30. 30. MASTERMINDS SOCIAL MEDIA IS WORD OF MOUTH. ON STEROIDS.//
  31. 31. MASTERMINDS IF THERE IS ONE THING THAT STAYS CONSTANT IN SOCIAL MEDIA—IT’S ALWAYS CHANGING //
  32. 32. MASTERMINDS PINTEREST//
  33. 33. MASTERMINDS PINTEREST DEMO USAGE STATS • 11.7 million users
  34. 34. MASTERMINDS PINTEREST DEMO USAGE STATS • 145% increase in daily users since the beginning of 2012
  35. 35. MASTERMINDS PINTEREST DEMO USAGE STATS • 72% women
  36. 36. MASTERMINDS PINTEREST DEMO USAGE STATS • 81% of users aged between 25-54
  37. 37. MASTERMINDS PINTEREST DEMO USAGE STATS • 14+ minutes per visit
  38. 38. MASTERMINDS PINTEREST:WHAT ARE THEY DOING? • Expressing themselves through images relevant to their lives
  39. 39. MASTERMINDS PINTEREST:WHAT ARE THEY DOING? • Reminding themselves of things they want to do, buy or revisit
  40. 40. MASTERMINDS PINTEREST:WHAT ARE THEY DOING? • Sharing and recommending things they think others should know about
  41. 41. MASTERMINDS PINTEREST:WHAT IS THE POTENTIAL? • More than 1 in 5 Pinterest users has pinned an item they later purchased
  42. 42. MASTERMINDS PINTEREST IS PROJECTED TO ACCOUNT FOR 40% OF BY Q2 2013 // SOCIAL MEDIA DRIVEN PURCHASES
  43. 43. MASTERMINDS WHO’S DOING IT RIGHT//
  44. 44. MASTERMINDS BARONA CASINO
  45. 45. MASTERMINDS BARONA CASINO
  46. 46. MASTERMINDS BORGATA CASINO
  47. 47. MASTERMINDS INSTAGRAM//
  48. 48. MASTERMINDS INSTAGRAM • Referred to as photo sharing, “reinvented”
  49. 49. MASTERMINDS INSTAGRAM • Allows user to take photos, choose from an array of filters to alter its look and feel and then instantly post to share with other users
  50. 50. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app
  51. 51. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app • More than 30 million registered users in 18 months
  52. 52. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app • More than 30 million registered users in 18 months • Named iPhone App of the year in 2011
  53. 53. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app • More than 30 million registered users in 18 months • Named iPhone App of the year in 2011 • More than 1 billion photos uploaded
  54. 54. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app • More than 30 million registered users in 18 months • Named iPhone App of the year in 2011 • More than 1 billion photos uploaded • More than 5 million photos uploaded every day
  55. 55. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app • More than 30 million registered users in 18 months • Named iPhone App of the year in 2011 • More than 1 billion photos uploaded • More than 5 million photos uploaded every day • 575 “Likes” every second
  56. 56. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app • More than 30 million registered users in 18 months • Named iPhone App of the year in 2011 • More than 1 billion photos uploaded • More than 5 million photos uploaded every day • 575 “Likes” every second • 81 comments every second
  57. 57. MASTERMINDS USAGE STATS • More than 430,000 on the wait list for the Android app • More than 30 million registered users in 18 months • Named iPhone App of the year in 2011 • More than 1 billion photos uploaded • More than 5 million photos uploaded every day • 575 “Likes” every second • 81 comments every second • Gains one new user every second
  58. 58. MASTERMINDS FACEBOOK ACQUIRES INSTAGRAM //
  59. 59. MASTERMINDS FACEBOOK ACQUIRES INSTAGRAM • Facebook acquires the app on April 9, 2012 for approximately $1 billion
  60. 60. MASTERMINDS FACEBOOK ACQUIRES INSTAGRAM • Instagram bought for $33 per user
  61. 61. MASTERMINDS WHO’S DOING IT RIGHT//
  62. 62. MASTERMINDS REVEL NIGHTLIFE
  63. 63. MASTERMINDS REVEL NIGHTLIFE
  64. 64. MASTERMINDS MONTE CARLO
  65. 65. MASTERMINDS PECHANGA
  66. 66. MASTERMINDS GOOGLE+//
  67. 67. MASTERMINDS WHAT IS GOOGLE+
  68. 68. MASTERMINDS WHAT IS GOOGLE+
  69. 69. MASTERMINDS IS GOOGLE+ DEAD?
  70. 70. MASTERMINDS USAGE STATS • Google+ has had 90 million unique visitors
  71. 71. MASTERMINDS USAGE STATS • Google+ has had 90 million unique visitor • Google+ users are 71% male
  72. 72. MASTERMINDS USAGE STATS • Google+ has had 90 million unique visitor • Google+ users are 71% male • The most common occupation of a Google+ user is an engineer
  73. 73. MASTERMINDS WHAT THIS MEANS
  74. 74. MASTERMINDS WHAT THIS MEANS
  75. 75. MASTERMINDS WHAT THIS MEANS
  76. 76. MASTERMINDS WHAT THIS MEANS
  77. 77. MASTERMINDS BUT THIS IS GOOGLE
  78. 78. MASTERMINDS A FEW MAIN DIFFERENCES BETWEEN FACEBOOK //
  79. 79. MASTERMINDS SEARCH
  80. 80. MASTERMINDS CIRCLES
  81. 81. MASTERMINDS +1 BUTTON
  82. 82. MASTERMINDS HANGOUTS
  83. 83. MASTERMINDS WHO’S DOING IT RIGHT//
  84. 84. MASTERMINDS MANDALAY BAY
  85. 85. MASTERMINDS MANDALAY BAY
  86. 86. MASTERMINDS MGM GRAND
  87. 87. MASTERMINDS MGM GRAND
  88. 88. MASTERMINDS SOCIAL MEDIA BOOT CAMP AGENDA// Tweet Up:The State of Social Media Today Less is More:The Principles of a Successful Social Media Program They Really Like You:The Value of a Facebook Fan Social Media Managers:Why You Need One & How to Find One Lunch Social Media & Online Gaming:The Rise of Social Gaming Once a Winner: Engaging Your Customers Outside the Casino Social Media Measurement:The Most Valuable Metrics Best of the Best: Social Media Efforts of the Year Learn from the Best: Social Media Mavens 9:00-9:30 9:30-10:00 10:15-10:45 10:45-11:15 11:15-12:30 12:45-1:15 1:15-1:45 2:00-2:30 2:30-3:00 3:15-4:15
  89. 89. MASTERMINDS LET’S GET STARTED //
  90. 90. MASTERMINDS THE PRINCIPLES OF A SUCCESSFUL SOCIAL MEDIA PROGRAM
  91. 91. MASTERMINDS SOCIAL MEDIA 101
  92. 92. MASTERMINDS SOCIAL MEDIA PRINCIPLES #1 STRATEGY FIRST. THEN EXECUTION.
  93. 93. MASTERMINDS #2 SET GOALS. SOCIAL MEDIA PRINCIPLES
  94. 94. MASTERMINDS #3 MEASURE WHAT MATTERS. SOCIAL MEDIA PRINCIPLES
  95. 95. MASTERMINDS SOCIAL MEDIA PRINCIPLES #4 BE HUMAN.
  96. 96. MASTERMINDS #5 LISTEN AND RESPOND. SOCIAL MEDIA PRINCIPLES
  97. 97. MASTERMINDS #6 BE ENTERTAINING. SOCIAL MEDIA PRINCIPLES
  98. 98. MASTERMINDS #7 ENCOURAGE SHARING AND ENGAGEMENT. SOCIAL MEDIA PRINCIPLES
  99. 99. MASTERMINDS #8 THE POWER OF “AND” SOCIAL MEDIA PRINCIPLES
  100. 100. MASTERMINDS BE BEST IN CLASS. SOCIAL MEDIA PRINCIPLES
  101. 101. MASTERMINDS THEY REALLY LIKE YOU: The Value of a Facebook Fan //
  102. 102. MASTERMINDS Likely to spend $368 Likely to recommend 74% Likely to spend $150 Likely to recommend 38% BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL?
  103. 103. MASTERMINDS Likely to spend $1,103 Likely to recommend 77% Likely to spend $598 Likely to recommend 39% BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL?
  104. 104. MASTERMINDS Likely to spend $87 Likely to recommend 62% Likely to spend $7 Likely to recommend 16% BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL?
  105. 105. MASTERMINDS • Promotions • Engaging Content • Paid Facebook Media • Customers FAN ACQUISITION//
  106. 106. MASTERMINDS • Promotions • Engaging Content • Promotions • Customers FAN ACQUISITION//
  107. 107. MASTERMINDS • Promotions • Engaging Content • Promotions • Customers FAN ACQUISITION//
  108. 108. MASTERMINDS FAN ACQUISITION// • Paid Facebook Media • Engaging Content • Promotions • Customers
  109. 109. MASTERMINDS CUSTOMERS – ON PROPERTY//
  110. 110. MASTERMINDS CUSTOMERS – ON PROPERTY// L I V E A N D LOA D E D BOOMERS Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. Sep 1 MoJeaux 9pm Sep 2 Captain Charles White Linen Party 7pm Sep 6 Retro Thursday with Topcats 8pm Sep 7 Groovy 7 9pm Sep 8 Super Charger 9pm Sep 9 Captain Charles 7pm Sep 13 Retro Thursday with Groovy 7 8pm Sep 14 Junior and Sumtin Sneaky 9pm Sep 15 Chee Weez 9pm Sep 16 Captain Charles 7pm Sep 20 Retro Thursday with Groovy 7 8pm Sep 21 Junior and Sumtin Sneaky 9pm Sep 22 Aaron Foret 9pm Sep 23 Captain Charles 7pm Sep 27 Retro Thursday with Groovy 7 8pm Sep 28 Junior and Sumtin Sneaky 9pm Sep 29 Contraflow 9pm Sep 30 Captain Charles 7pm SEPTEMbER AT bOOMERSSM /boomtownNewOrleans Retro Thursdays Featuring Groovy 7 8pm • No Cover Ladies Night Captain Charles White Linen Party Sunday, September 2 7pm • No Cover BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM
  111. 111. MASTERMINDS CUSTOMERS – ON PROPERTY// L I V E A N D LOA D E D BOOMERS Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. Sep 1 MoJeaux 9pm Sep 2 Captain Charles White Linen Party 7pm Sep 6 Retro Thursday with Topcats 8pm Sep 7 Groovy 7 9pm Sep 8 Super Charger 9pm Sep 9 Captain Charles 7pm Sep 13 Retro Thursday with Groovy 7 8pm Sep 14 Junior and Sumtin Sneaky 9pm Sep 15 Chee Weez 9pm Sep 16 Captain Charles 7pm Sep 20 Retro Thursday with Groovy 7 8pm Sep 21 Junior and Sumtin Sneaky 9pm Sep 22 Aaron Foret 9pm Sep 23 Captain Charles 7pm Sep 27 Retro Thursday with Groovy 7 8pm Sep 28 Junior and Sumtin Sneaky 9pm Sep 29 Contraflow 9pm Sep 30 Captain Charles 7pm SEPTEMbER AT bOOMERSSM /boomtownNewOrleans Retro Thursdays Featuring Groovy 7 8pm • No Cover Ladies Night Captain Charles White Linen Party Sunday, September 2 7pm • No Cover BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. Sep 20 Retro Thursday with Groovy 7 8pm Sep 21 Junior and Sumtin Sneaky 9pm Sep 22 Aaron Foret 9pm Sep 23 Captain Charles 7pm Sep 27 Retro Thursday with Groovy 7 8pm Sep 28 Junior and Sumtin Sneaky 9pm Sep 29 Contraflow 9pm Sep 30 Captain Charles 7pm /boomtownNewOrleans Retro Thursdays Featuring Groovy 7 8pm • No Cover Ladies Night BTNO-15515 24x36 September Entertainment SN.indd 1 8/20
  112. 112. MASTERMINDS CUSTOMERS – EMAIL BLASTS//
  113. 113. MASTERMINDS CUSTOMERS – DIRECT MAIL// JUMP ON THE FANWAGON for your chance to win big!
  114. 114. MASTERMINDS CUSTOMERS – WEB GRAPHIC//
  115. 115. MASTERMINDS Entertainment.It happens here. Tickets based on availability. Schedule subject to change. ©2011 MGM Resorts International.™ All rights reserved. Gambling problem? Call 1.888.777.9696 Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com facebook.com/GoldStrikeTunica twitter.com/GSTunica I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike. (plus tax) $ 2995 (plus tax) $ 2495 EnTERTAInMEnT Gabby Johnson Oct. 6 - 8 Thu. - Sat. 9 P.M. - 2:30 A.M. Trigger Proof Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M. Thu. - Sat. 9 P.M. - 2:30 A.M. ______________________ Job #: GS-12793 Client: Gold Strike Title: Oct. Combo Ent Ad Publication: Memphis Flyer Color: 4/c Trim: 9.35 x 12.4 Bleed: 0 ______________________ Date: 9/22/11 SAT., nOv. 26 • 8 P.M. Millennium Theatre FRI., nOv. 11 • 9 P.M. Millennium Theatre Lee Greenwood GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM CUSTOMERS – MASS MEDIA//
  116. 116. MASTERMINDS Entertainment.It happens here. Tickets based on availability. Schedule subject to change. ©2011 MGM Resorts International.™ All rights reserved. Gambling problem? Call 1.888.777.9696 Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com facebook.com/GoldStrikeTunica twitter.com/GSTunica I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike. (plus tax) $ 2995 (plus tax) $ 2495 EnTERTAInMEnT Gabby Johnson Oct. 6 - 8 Thu. - Sat. 9 P.M. - 2:30 A.M. Trigger Proof Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M. Thu. - Sat. 9 P.M. - 2:30 A.M. ______________________ Job #: GS-12793 Client: Gold Strike Title: Oct. Combo Ent Ad Publication: Memphis Flyer Color: 4/c Trim: 9.35 x 12.4 Bleed: 0 ______________________ Date: 9/22/11 SAT., nOv. 26 • 8 P.M. Millennium Theatre FRI., nOv. 11 • 9 P.M. Millennium Theatre Lee Greenwood GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM Tickets based on availability. Schedule subject to change. ©2011 MGM Resorts International.™ All rights reserved. Gambling problem? Call 1.888.777.9696 Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com facebook.com/GoldStrikeTunica twitter.com/GSTunica I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike. EnTERTAInMEnT Gabby Johnson Oct. 6 - 8 Thu. - Sat. 9 P.M. - 2:30 A.M. Trigger Proof Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M. Thu. - Sat. 9 P.M. - 2:30 A.M. GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM CUSTOMERS – MASS MEDIA//
  117. 117. MASTERMINDS PROMOTIONS//
  118. 118. MASTERMINDS ENGAGING CONTENT// • See the content
  119. 119. MASTERMINDS ENGAGING CONTENT// • See the content • Feel that it’s relevant
  120. 120. MASTERMINDS ENGAGING CONTENT// • See the content • Feel that it’s relevant • Want to engage or share
  121. 121. MASTERMINDS ENGAGING CONTENT – EDGERANK//
  122. 122. MASTERMINDS EDGERANK – TIME DECAY//
  123. 123. MASTERMINDS EDGERANK – AFFINITY//
  124. 124. MASTERMINDS EDGERANK – WEIGHT//
  125. 125. MASTERMINDS • Make it relevant to the audience – what do they like? MAKE CONTENT RELEVANT & ENGAGING//
  126. 126. MASTERMINDS MAKE CONTENT RELEVANT & ENGAGING// • Make it relevant to the audience – what do they like? • Humanize the content – it can even be funny!
  127. 127. MASTERMINDS MAKE CONTENT RELEVANT & ENGAGING// • Make it relevant to the audience – what do they like? • Humanize the content – it can even be funny! • Ask for interaction – you can be direct.
  128. 128. MASTERMINDS PAID FACEBOOK MEDIA – PROMOTED POSTS//
  129. 129. MASTERMINDS • Title PAID FACEBOOK MEDIA – ADS//
  130. 130. MASTERMINDS PAID FACEBOOK MEDIA – ADS// • Title • Body Copy
  131. 131. MASTERMINDS PAID FACEBOOK MEDIA – ADS// • Title • Body Copy • Image
  132. 132. MASTERMINDS PAID FACEBOOK MEDIA – ADS// • Title • Body Copy • Image • Social Endorsement
  133. 133. MASTERMINDS PAID FACEBOOK MEDIA – ADS TARGETING // • Location, Language, Education and Work • Age, Gender, Birthday and Relationship Status • Likes and Interests – including competitor pages! • Friends of Connections • Connections
  134. 134. MASTERMINDS PAID FACEBOOK MEDIA – ADS TARGETING //
  135. 135. MASTERMINDS PAID FACEBOOK MEDIA – ADS TARGETING //
  136. 136. MASTERMINDS FIREKEEPERS CASINO// Jeff LaFrance Director of Marketing Events
  137. 137. MASTERMINDS FIREKEEPERS CASINO Native American Casino Located in Battle Creek, MI • Opened August 2009 • Currently expanding • Adding 242-room hotel • 2,000-seat event center What we currently offer: • 2,800 slot machines • 70 table games • 12-table Poker Room • 500-seat Bingo Hall • 5 restaurants
  138. 138. MASTERMINDS THEY LIKE US,THEY REALLY LIKE US! FireKeepers’ Facebook Page Over 124,000 fans • #2 Native American Casino • Top 15 of casinos nationwide Page impact • Friends of Fans – over 14 million • Weekly reach: over 1 million • Average of over 12,000 people “talking about us” • Average post is “seen” by over 25,000 people
  139. 139. MASTERMINDS FAN VALUE: MEASURABLE VS. IMMEASURABLE Immeasurable qualities of social media • Customer Service – Your Online Casino Host • Brand Engagement • Crowd Sourcing • Instant Feedback
  140. 140. MASTERMINDS Measurable value of a fan Common misconceptions: • Only looking for freebies • Not members of your Rewards Club • Facebook is for young people • Value is lower than standard club members FAN VALUE: MEASURABLE VS. IMMEASURABLE
  141. 141. MASTERMINDS Only looking for freebies Guess what, so are your Rewards Club Members! FAN VALUE: DEBUNKING MISCONCEPTIONS
  142. 142. MASTERMINDS Not members of your Rewards Club In a FireKeepers’ Facebook survey, over 89% are Club Members • Higher than carded play on Casino Floor • Common to see higher tier players on Facebook and on Casino Floor FAN VALUE: DEBUNKING MISCONCEPTIONS
  143. 143. MASTERMINDS Facebook is for young people Facebook isn’t “hip” anymore FireKeepers’ Fan Stats • 65% of FireKeepers’ fans are age 35+ (general casino target demo) • Over 66% are female (mirrors casino tendency to skew female) FAN VALUE: DEBUNKING MISCONCEPTIONS
  144. 144. MASTERMINDS Value is lower than standard club members Your Facebook fan IS your Club Member FAN VALUE: DEBUNKING MISCONCEPTIONS
  145. 145. MASTERMINDS Slot Tournaments • Register on Facebook, play at the Casino CLIENT FireKeepers Casino DATE 10.21.11 PROJECT Fan Appreciation Slot Tournament App JOB# 12933 Reveal Tab CLIENT FireKeepers Casino DATE 10.21.11 PROJECT Fan Appreciation Slot Tournament App JOB# 12933 Pre-Like Tab PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
  146. 146. MASTERMINDS T-Shirt Giveaway • Fans picked T-Shirt, redeemed in Casino PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
  147. 147. MASTERMINDS $1,000,000 Giveaway • 100,000 Fan Celebration with $10 Free Play for all guests PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS CLIENT FireKeepers Casino DATE 4.19.12 PROJECT 100,000 FB Fan App JOB# FK-14224 TITLE Reveal
  148. 148. MASTERMINDS Results: • Over 5,000 guests participate in on property events • In each case, Facebook Fan worth is comparable to average Club Member • Facebook can drive revenue! PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
  149. 149. MASTERMINDS FAN ACQUISITION Inclusion in all current mediums On Property • Rack Cards, Digital Displays, Posters
  150. 150. MASTERMINDS Inclusion in all current mediums On Property • Rack Cards, Digital Displays, Posters Online • Online Advertising, Website, Include link in all Eblasts FAN ACQUISITION
  151. 151. MASTERMINDS Inclusion in all current mediums On Property • Rack Cards, Digital Displays, Posters Online • Online Advertising, Website, Include link in all Eblasts Mass Media • Include a tag in current advertising (especially TV) FAN ACQUISITION
  152. 152. MASTERMINDS Engaging content If you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans FAN ACQUISITION
  153. 153. MASTERMINDS Engaging content If you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans FAN ACQUISITION
  154. 154. MASTERMINDS Engaging content If you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans FAN ACQUISITION
  155. 155. MASTERMINDS Paid Facebook Ads Social Media isn’t free • General Ads vs. Sponsored Stories • Ads = Awareness, Sponsored Stories = Likes FAN ACQUISITION
  156. 156. MASTERMINDS SOCIAL MEDIA MANAGERS: WHY YOU NEED ONE & HOW TO FIND ONE //
  157. 157. MASTERMINDS GROWING SOCIAL MEDIA SPEND 57% Somewhat more resources Substantially more resources Will remain unchanged 39% 5% Source: Buddy Media / booz&co: Campaigns to Capabilities Social Media Marketing 2011
  158. 158. MASTERMINDS INVESTMENTS IN SOCIAL SPENDING Services provided by partners Creating more content Media buyers Consulting/other professional services IT Systems/ partnerships Hiring contractors, freelancers, or part-time employees 57% 48% 39% 38% 25% 16% 14% Source: Buddy Media / booz&co: Campaigns to Capabilities Social Media Marketing 2011 Hiring full-time employees
  159. 159. MASTERMINDS SOCIAL MEDIA MANAGER
  160. 160. MASTERMINDS SOCIAL MEDIA MANAGERS
  161. 161. MASTERMINDS JOB TITLES • Community Director • Community Manager • Social Media Manager • Social Media Strategist • Engagement Manager • Content Strategist • Social Marketing Manager • Conversation Manager • Analytics Manager • Integrated Media Manager • Application Developer
  162. 162. MASTERMINDS FUNCTIONS Community Management – listen, respond and converse Strategy – effectively integrate social into marketing plans Content Development – create relevant and interesting content Measurement – set and measure KPIs
  163. 163. MASTERMINDS KNOW THE MEDIUMS
  164. 164. MASTERMINDS KNOW THE PROPERTY MARKETING STRATEGY & BRAND
  165. 165. MASTERMINDS EXTENSIVE PROPERTY KNOWLEDGE
  166. 166. MASTERMINDS CUSTOMER-SERVICE ORIENTED
  167. 167. MASTERMINDS INTERACTIVE SKILLS
  168. 168. MASTERMINDS CREATIVE
  169. 169. MASTERMINDS PROACTIVE
  170. 170. MASTERMINDS TIME
  171. 171. MASTERMINDS LET’S TALK Andrea Janssen Social Media Manager MASTERMINDS Jeff LaFrance Director of Marketing Events FIREKEEPERS CASINO Noah Besheer Interactive Media Specialist LUMIÈRE PLACE & RIVER CITY CASINOS
  172. 172. MASTERMINDS SOCIAL MEDIA MANAGERS: WHY YOU NEED ONE & HOW TO FIND ONE //
  173. 173. MASTERMINDS SOCIAL MEDIA AND ONLINE GAMING: The Rise of Social Gaming // Speaker: Charles Harper Vice President of Business Development DOUBLEDOWN INTERACTIVE
  174. 174. Social Media & Online Gaming: The Rise of Social Gaming
  175. 175. Once upon a time…. One Year Ago Source: Mashable, October 2011
  176. 176. Casual Games + Social Network Billions and Billions Source: Mashable, October 2011
  177. 177. Everybody plays games! Source: Mashable, October 2011
  178. 178. THAT WAS THEN, THIS IS NOW…
  179. 179. Social Gaming Snapshot Today •  Social Casino Games will reach $1.6 Billion this year •  Social Casino Games growing to $2.4 Billion in 2015 •  Social Casino Gaming revenue in the US alone hit 64.7 Million in July 2012 •  Social Gaming MAUs expected to hit 33.4% of all Social Games player by 2013 •  Slot players outspend Table Game Players 3.5X1 •  Slot player ARPPU is almost $20 higher than Social Poker ARPPU (June/July 2012) •  The Social Casino audience has doubled since 2010 Superdata “Social Game Metrics” study, August 2012
  180. 180. Slot games are big on Facebook Facebook Daily Active Users Slingo by Zynga – 2.9m Slotomania by Caesars – 2.1m DoubleDown Casino by IGT – 1.5m Games By GSN Game Show Network – 1.3m Lucky Slots by Blue Shell Games – 840,000 Source: AppData.com (as of 9/19/12)
  181. 181. Social Gaming Vs. Online Gambling •  More than 235M MAU’s playing Facebook games* •  The social gaming market is expected to grow to $5B by 2015** •  There are 53.4M people gambling online worldwide*** Sources: *Mark Zuckerberg at TechCrunch Disrupt’, 8/12 **Business Insider ,4/11; ***Superdata, 8/12
  182. 182. The Rise Of Social Gaming… •  Players demand – A meta-game – Social experiences - they can play with their friends – More casual, less threatening environments to play
  183. 183. The Future •  Online gambling will fundamentally change to reach the larger audience •  Sites will become more like social gaming sites with wagering… or social gaming sites will become gambling sites •  Gambling sites will no longer be narrowly focused
  184. 184. Current Online Gambling Sites
  185. 185. Popular Social Game Sites
  186. 186. Online Gambling vs. Social Gaming Inviting Simple Social Friendly Easy Unthreatening Fun Off-putting Complex Solitary Unfriendly Hard Threatening Not Fun
  187. 187. Online Gambling Becomes Social
  188. 188. Summary •  Online gambling will become more like social gaming •  The rapid growth of online casino games can’t be ignored, by 2015 they will represent 50% of social gaming revenue
  189. 189. Questions?
  190. 190. Questions? Charles Harper, Vice President of Business Development, DoubleDown Interactive / IGT
  191. 191. MASTERMINDS ONCE A WINNER: Engaging Your Customers Outside The Casino //
  192. 192. MASTERMINDS • Increase the number of people who “Like” your page • Facebook = database that you can remarket to daily • Collect valuable customer information • Find out who your fans are • Grow your email database • Engage people with your property • Remind people why they need to keep coming back! WHAT’S IN IT FOR ME?//
  193. 193. MASTERMINDS • Increase the number of people who “Like” your page • Facebook = database that you can remarket to daily • Collect valuable customer information • Find out who your fans are • Grow your email database • Engage people with your property • Remind people why they need to keep coming back! WHAT’S IN IT FOR ME?//
  194. 194. MASTERMINDS WHAT’S IN IT FOR ME?// • Increase the number of people who “Like” your page • Facebook = database that you can remarket to daily • Collect valuable customer information • Find out who your fans are • Grow your email database • Engage people with your property • Remind people why they need to keep coming back!
  195. 195. MASTERMINDS CASE STUDIES//
  196. 196. MASTERMINDS JUMP ON THE FANWAGON//
  197. 197. MASTERMINDS • Friendly, “come as your are” atmosphere • Warren the Steer • Know what their fans like JUMP ON THE FANWAGON//
  198. 198. MASTERMINDS JUMP ON THE FANWAGON// • Friendly, “come as your are” atmosphere • Warren the Steer • Know what their fans like
  199. 199. MASTERMINDS JUMP ON THE FANWAGON - GOALS// • Increase number of “Likes” on their page • Collect fan information • Increase engagement
  200. 200. MASTERMINDS JUMP ON THE FANWAGON - HOW IT WORKED // • “Like” the page • Tiered giveaway • More Likes = Better Prizes
  201. 201. MASTERMINDS JUMP ON THE FANWAGON - WHAT THEY GAVE AWAY // • 100 Pies • 50 Buffets • 25 Slot Play Vouchers • 10 Dinners for Two • 1 VIP Package
  202. 202. MASTERMINDS JUMP ON THE FANWAGON - HOW THEY PROMOTED IT // • Website • Eblast • FB Ads • Dedicated Postcard • On-property Scenes • Outdoor • Frequent FB Posts
  203. 203. MASTERMINDS JUMP ON THE FANWAGON - HOW IT DID // • Reached 3,000 “Likes” in just over one month • Ran Jump on the Fanwagon II • Got to 7,000 “Likes” in less than one month • Customer feedback was overwhelmingly positive
  204. 204. MASTERMINDS JUMP ON THE FANWAGON - WHY IT’S GREAT // • Tied the promo into their brand voice • Low barrier to entry • Generated lots of buzz and excitement on their page • Encouraged sharing
  205. 205. MASTERMINDS HOLLYWOOD PREMIERE//
  206. 206. MASTERMINDS HOLLYWOOD PREMIERE - GOALS// • Generate buzz about their grand opening • Increase number of “Likes” on their page
  207. 207. MASTERMINDS HOLLYWOOD PREMIERE - HOW IT WORKED// • “Like” the page • Answer the question: What are you looking forward to most about Hollywood Casino? • Answers were displayed on the app for all to see • The best entries were featured in posts on their page
  208. 208. MASTERMINDS HOLLYWOOD PREMIERE - WHAT THEY GAVE AWAY // • Grand Opening Passes • Dinner at the Steakhouse • VIP Passes to the NASCAR Meet ‘n’ Greet
  209. 209. MASTERMINDS HOLLYWOOD PREMIERE - HOW THEY PROMOTED IT // • Featured on Website • Frequent FB Posts
  210. 210. MASTERMINDS HOLLYWOOD PREMIERE - WHY IT’S GREAT// • Got fans talking and thinking about Hollywood • Created shareable, user-generated content for Facebook • Had a very relevant prize for the audience and for the promo
  211. 211. MASTERMINDS ELVIS THE KING™ IS IN THE BUILDING PHOTO CONTEST//
  212. 212. MASTERMINDS ELVIS THE KING™ - GOALS// • Generate buzz about the exclusive launch of Elvis the King™ • Invite trial by new players • Drive incremental trips to properties • Drive incremental play • Drive new mychoice® players club sign-ups • Increase number of “Likes” on their pages
  213. 213. MASTERMINDS ELVIS THE KING™ - HOW IT WORKED// • Snap a photo with the Elvis standee located on property • “Like” the page • Submit your photo • Get friends to vote • Some apps also included an exclusive slot play offer
  214. 214. MASTERMINDS ELVIS THE KING™ - WHAT THEY GAVE AWAY//
  215. 215. MASTERMINDS ELVIS THE KING™ - HOW THEY PROMOTED IT// • Elvis “Sightings” Facebook posts • Database mailer inclusion • Eblast • On-property poster • Digital signage • Billboard
  216. 216. MASTERMINDS ELVIS THE KING™ - WHY IT’S GREAT// • Got fans talking and thinking about Elvis the King™ slot machines in a fun way • Created shareable, user-generated content for Facebook • Had a very relevant prize for the audience and for the promo • Coin-in on the Elvis the King™ slot machines was up to 50% higher than the casino floor average
  217. 217. MASTERMINDS KEY TAKEAWAYS// • Use promotions to get people talking • Use apps • Know your brand and your customer • Choose an appropriate barrier to entry • Promotion, promotion, promotion!
  218. 218. MASTERMINDS KEY TAKEAWAYS// • Use promotions to get people talking • Use apps • Know your brand and your customer • Choose an appropriate barrier to entry • Promotion, promotion, promotion!
  219. 219. MASTERMINDS KEY TAKEAWAYS// • Use promotions to get people talking • Use apps • Know your brand and your customer • Choose an appropriate barrier to entry • Promotion, promotion, promotion!
  220. 220. MASTERMINDS KEY TAKEAWAYS// • Use promotions to get people talking • Use apps • Know your brand and your customer • Choose an appropriate barrier to entry • Promotion, promotion, promotion!
  221. 221. MASTERMINDS KEY TAKEAWAYS// • Use promotions to get people talking • Use apps • Know your brand and your customer • Choose an appropriate barrier to entry • Promotion, promotion, promotion!
  222. 222. MASTERMINDS QUESTIONS?//
  223. 223. MASTERMINDS ONCE A WINNER: Engaging Your Customers Outside The Casino //
  224. 224. MASTERMINDS SOCIAL MEDIA MEASUREMENT The Most Valuable Metrics //
  225. 225. MASTERMINDS WHAT A MONTHLY REPORT SHOULD INCLUDE: // • Size of Your Databases • Who’s Talking About You • Engagement Level • Total Reach • Total Impressions • Unique Email Opt-ins Collected • Unique Players Club Numbers Collected
  226. 226. MASTERMINDS SIZE OF YOUR DATABASES// • Likes • Followers • Subscribers
  227. 227. MASTERMINDS WHO’S TALKING ABOUT YOU// • Talking About This • The number of unique individuals who have created a story about your Facebook Page • Types of stories include: • Liking your Facebook Page • Liking, commenting on, or sharing a post from your Facebook Page • Answering a question you asked on your Page • Responding to an event you posted on your Page • Mentioning your Page within their own posts • Tagging your Page in an uploaded picture • Checking in to or recommending your Facebook Place
  228. 228. MASTERMINDS WHO’S TALKING ABOUT YOU// • Talking About This • The number of unique individuals who have created a story about your Facebook Page • Types of stories include: • Liking your Facebook Page • Liking, commenting on, or sharing a post from your Facebook Page • Answering a question you asked on your Page • Responding to an event you posted on your Page • Mentioning your Page within their own posts • Tagging your Page in an uploaded picture • Checking in to or recommending your Facebook Place
  229. 229. MASTERMINDS WHO’S TALKING ABOUT YOU// • Twitter • Retweets • @Mentions • Pinterest • Repins • Google + • +1s • Shares
  230. 230. MASTERMINDS ENGAGEMENT LEVEL • Shows the overall health of your Facebook page • Average engagement level among casinos is between 4-6%
  231. 231. MASTERMINDS ENGAGEMENT LEVEL • Shows the overall health of your Facebook page • Average engagement level among casinos is between 4-6%
  232. 232. MASTERMINDS ENGAGEMENT LEVEL # of people “Talking About This” ÷ # of Likes on your page Engagement Level = • Shows the overall health of your Facebook page • Average engagement level among casinos is between 4-6%
  233. 233. MASTERMINDS ENGAGEMENT LEVEL • Where to find it • Engagement Level = 24%
  234. 234. MASTERMINDS ENGAGEMENT LEVEL Property Spa Resort Casino 14,854 3,626 24% 2% 10% 194,108 4,670 110,962 10,554 Pechanga Resort Casino Cosmopolitan Likes Talking About This Engagement Level
  235. 235. MASTERMINDS TOTAL REACH AND IMPRESSIONS
  236. 236. MASTERMINDS TOTAL REACH AND IMPRESSIONS • Total Reach: The unique number of people who saw any content associated with your page (including Ads/Sponsored Stories). • Total Impressions: The total number of times your content was viewed by Facebook users.
  237. 237. MASTERMINDS TOTAL REACH AND IMPRESSIONS • Total Reach: The unique number of people who saw any content associated with your page (including Ads/Sponsored Stories). • Total Impressions: The total number of times your content was viewed by Facebook users.
  238. 238. MASTERMINDS TOTAL REACH AND IMPRESSIONS • Facebook
  239. 239. MASTERMINDS TOTAL REACH AND IMPRESSIONS • Other social networks
  240. 240. MASTERMINDS EMAIL OPT-INS AND PLAYERS CLUB NUMBERS // • Collected through promotions • Find out who your fans and followers are and what they’re worth
  241. 241. MASTERMINDS AVERAGE VALUE OF A FOLLOWER ON YOUR SOCIAL MEDIA CHANNELS //
  242. 242. MASTERMINDS QUESTIONS?//
  243. 243. MASTERMINDS SOCIAL MEDIA MEASUREMENT The Most Valuable Metrics //
  244. 244. MASTERMINDS THE BEST OF THE BEST IN CASINO SOCIAL MEDIA //
  245. 245. MASTERMINDS
  246. 246. MASTERMINDSMASTERMINDS
  247. 247. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Monte Carlo Resort and Casino Best App / Interactive Game
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  249. 249. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Foxwoods Resort Casino Best Facebook Promotion
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  251. 251. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Isle of Capri Casino Hotel Boonville Best Use of Social for Public Relations
  252. 252. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS
  253. 253. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Pechanga Resort Casino Best Use of Video
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  255. 255. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS River City Casino Best Use of Twitter
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  257. 257. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Revel Resorts, Atlantic City Best Use of Instagram
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  259. 259. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Barona Resort Casino Best Use of Pinterest
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  261. 261. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Pechanga Resort Casino Best Online-Meets-Offline Promotion
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  263. 263. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Boyd Gaming Best Multi-Property Branding Initiative
  264. 264. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS
  265. 265. MASTERMINDSMASTERMINDSMASTERMINDSMASTERMINDS Best in Show
  266. 266. MASTERMINDS LEARN FROM THE BEST: SOCIAL MEDIA MAVENS // Moderator: Ryan Leeds Vice President, Strategy MASTERMINDS Jeffrey LaFrance Director of Marketing Events FIREKEEPERS CASINO, BATTLE CREEK MICHIGAN Eric Petersen Director of New Media CAESARS ENTERTAINMENT INC. Noah Besheer Interactive Media Specialist LUMIÈRE PLACE CASINO HOTELS – RIVER CITY CASINO FOUR SEASONS HOTEL ST. LOUIS Brian Best Corporate Vice President of E-Commerce BOYD GAMING Panelists:
  267. 267. MASTERMINDS + Presented by:

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