The Value of a Facebook Fan

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The Value of a Facebook Fan

  1. 1. // THEY REALLY LIKE YOU: The Value of a Facebook Fan MASTERMINDS
  2. 2. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? Likely to spend $368 Likely to recommend 74% Likely to spend $150 Likely to recommend 38% MASTERMINDS
  3. 3. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? Likely to spend $1,103 Likely to recommend 77% Likely to spend $598 Likely to recommend 39% MASTERMINDS
  4. 4. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? Likely to spend $87 Likely to recommend 62% Likely to spend $7 Likely to recommend 16% MASTERMINDS
  5. 5. // FAN ACQUISITION • Promotions • Engaging Content • Paid Facebook Media • Customers MASTERMINDS
  6. 6. // FAN ACQUISITION • Promotions • Engaging Content • Promotions • Customers MASTERMINDS
  7. 7. // FAN ACQUISITION • Promotions • Engaging Content • Promotions • Customers MASTERMINDS
  8. 8. // FAN ACQUISITION • Paid Facebook Media • Engaging Content • Promotions • Customers MASTERMINDS
  9. 9. //CUSTOMERS – ON PROPERTY MASTERMINDS
  10. 10. //CUSTOMERS – ON PROPERTY O OMERS B OADED IVE AND L L SEPTEMbER AT bOOMERS SM Sep 1 8pm Groovy 7 9pm 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 BTNO-15515 24x36 September Entertainment SN.indd 1 Retro Thursday with Topcats Sep 8 /boomtownNewOrleans 7pm Sep 7 Retro Thursdays Featuring Groovy 7 8pm • No Cover Ladies Night 9pm Captain Charles White Linen Party Sep 6 Captain Charles White Linen Party Sunday, September 2 7pm • No Cover MoJeaux Sep 2 Junior and Sumtin Sneaky 9pm Sep 29 Contraflow 9pm Sep 30 Captain Charles 7pm Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. 8/20/12 3:42 PM MASTERMINDS
  11. 11. Sep 20 Sep 21 //CUSTOMERS – Retro Thursday with Groovy 7 ON PROPERTY 8pm Junior and Sumtin Sneaky 9pm Aaron Foret 9pm Sep 23 Captain Charles 7pm Sep 27 Retro Thursday with Groovy 7 8pm Sep 22 O OMERS B Sep 28 Junior and Sumtin Sneaky Retro Thursdays Sep 29 Contraflow Featuring Groovy 7 Sep 30 Captain Charles D 8pm • No Cover I V E A N D L O A D E L Ladies Night 9pm 9pm 7pm SEPTEMbER AT bOOMERS SM Sep 1 Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. 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 Captain Charles 7pm Retro Thursday with Groovy 7 8pm Junior and Sumtin Sneaky 9pm Aaron Foret 9pm Sep 23 Captain Charles 7pm Sep 27 Retro Thursday with Groovy 7 8pm Sep 28 BTNO-15515 24x36 September Entertainment SN.indd 1 9pm Sep 8 Sep 22 /boomtownNewOrleans 8pm Groovy 7 Sep 21 Retro Thursdays Featuring Groovy 7 8pm • No Cover Ladies Night Retro Thursday with Topcats Sep 7 Sep 20 BTNO-15515 24x36 September Entertainment SN.indd 1 7pm Sep 16 Captain Charles White Linen Party Sunday, September 2 7pm • No Cover 9pm Captain Charles White Linen Party Sep 6 /boomtownNewOrleans MoJeaux Sep 2 Junior and Sumtin Sneaky 9pm Sep 29 Contraflow 9pm Sep 30 Captain Charles 7pm 8/20 Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. 8/20/12 3:42 PM MASTERMINDS
  12. 12. //CUSTOMERS – EMAIL BLASTS MASTERMINDS
  13. 13. //CUSTOMERS – DIRECT MAIL JUMP ON THE FANWAGON for your chance to win big! MASTERMINDS
  14. 14. //CUSTOMERS – WEB GRAPHIC MASTERMINDS
  15. 15. //CUSTOMERS – MASS MEDIA Entertainment. It happens here. Lee Greenwood Client: Gold Strike Publication: Memphis Flyer Millennium Theatre 24 Job #: GS-12793 Title: Oct. Combo Ent Ad FRI., nOv. 11 • 9 P.M. $ ______________________ Color: 4/c Trim: 9.35 x 12.4 95 Bleed: 0 ______________________ Date: 9/22/11 (plus tax) SAT., nOv. 26 • 8 P.M. Millennium Theatre 29 95 $ (plus tax) 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. I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike. facebook.com/GoldStrikeTunica twitter.com/GSTunica | For tickets, call 888.747.7711 or visit goldstrike.com Winning. 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 GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM MASTERMINDS
  16. 16. //CUSTOMERS EnTERTAInMEnT – MASS MEDIA Entertainment. It happens here. Gabby Johnson Trigger Proof Oct. 12 - 15 • Wed. Lee Greenwood 9 P.M. - 1 A.M. Oct. 6 - 8 Thu. - Sat. 9 P.M. - 2:30 A.M. ______________________ Job #: GS-12793 FRI., nOv. 11 • 9 Thu. - Sat. 9 P.M. - 2:30 A.M. P.M. Client: Gold Strike Title: Oct. Combo Ent Ad Publication: Memphis Flyer Millennium Theatre 24 $ Color: 4/c Trim: 9.35 x 12.4 95 Bleed: 0 ______________________ Date: 9/22/11 (plus tax) I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike. facebook.com/GoldStrikeTunica twitter.com/GSTunica SAT., nOv. 26 • 8 P.M. Millennium Theatre 29 95 $ | For tickets, call 888.747.7711 or visit goldstrike.com (plus tax) Winning. 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 EnTERTAInMEnT GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM 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. I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike. facebook.com/GoldStrikeTunica twitter.com/GSTunica | For tickets, call 888.747.7711 or visit goldstrike.com Winning. 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 GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM MASTERMINDS
  17. 17. // PROMOTIONS MASTERMINDS
  18. 18. // ENGAGING • See CONTENT the content MASTERMINDS
  19. 19. // ENGAGING • See • Feel CONTENT the content that it’s relevant MASTERMINDS
  20. 20. // ENGAGING • See • Feel CONTENT the content that it’s relevant • Want to engage or share MASTERMINDS
  21. 21. // ENGAGING CONTENT – EDGERANK MASTERMINDS
  22. 22. // EDGERANK – TIME DECAY MASTERMINDS
  23. 23. // EDGERANK – AFFINITY MASTERMINDS
  24. 24. // EDGERANK – WEIGHT MASTERMINDS
  25. 25. // MAKE CONTENT RELEVANT & ENGAGING • Make it relevant to the audience – what do they like? MASTERMINDS
  26. 26. // MAKE CONTENT RELEVANT & ENGAGING • Make it relevant to the audience – what do they like? • Humanize the content – it can even be funny! MASTERMINDS
  27. 27. // 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. MASTERMINDS
  28. 28. // PAID FACEBOOK MEDIA – PROMOTED POSTS MASTERMINDS
  29. 29. //PAID FACEBOOK MEDIA – ADS • Title MASTERMINDS
  30. 30. //PAID FACEBOOK MEDIA – ADS • Title • Body Copy MASTERMINDS
  31. 31. //PAID FACEBOOK MEDIA – ADS • Title • Body Copy • Image MASTERMINDS
  32. 32. //PAID FACEBOOK MEDIA – ADS • • • • Title Body Copy Image Social Endorsement MASTERMINDS
  33. 33. //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 MASTERMINDS
  34. 34. //PAID FACEBOOK MEDIA – ADS TARGETING MASTERMINDS
  35. 35. //PAID FACEBOOK MEDIA – ADS TARGETING MASTERMINDS
  36. 36. // FIREKEEPERS CASINO Jeff LaFrance Director of Marketing Events MASTERMINDS
  37. 37. 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 MASTERMINDS
  38. 38. 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 MASTERMINDS
  39. 39. FAN VALUE: MEASURABLE VS. IMMEASURABLE Immeasurable qualities of social media • Customer Service – Your Online Casino Host • Brand Engagement • Crowd Sourcing • Instant Feedback MASTERMINDS
  40. 40. FAN VALUE: MEASURABLE VS. IMMEASURABLE 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 MASTERMINDS
  41. 41. FAN VALUE: DEBUNKING MISCONCEPTIONS Only looking for freebies Guess what, so are your Rewards Club Members! MASTERMINDS
  42. 42. FAN VALUE: DEBUNKING MISCONCEPTIONS 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 MASTERMINDS
  43. 43. FAN VALUE: DEBUNKING MISCONCEPTIONS 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) MASTERMINDS
  44. 44. FAN VALUE: DEBUNKING MISCONCEPTIONS Value is lower than standard club members Your Facebook fan IS your Club Member MASTERMINDS
  45. 45. PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS Slot Tournaments • Register on Facebook, play at the Casino ers Casino ment App FireKeep lot Tourna CLIENT n Appreciation S Fa Tab PROJECT Pre-Like .21.11 DATE 10 93 3 JOB# 12 CLIENT FireKeep ers Casino PROJECT Fan Appre ciation Slot Reveal Ta Tournam b ent App DATE 10 .21.11 JOB# 12 93 3 MASTERMINDS
  46. 46. PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS T-Shirt Giveaway • Fans picked T-Shirt, redeemed in Casino MASTERMINDS
  47. 47. PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS $1,000,000 Giveaway • 100,000 Fan Celebration with $10 Free Play for all guests CLIENT FireKeepers Casino PROJECT 100,000 FB Fan App TITLE DATE 4.19.12 JOB# FK-14224 Reveal MASTERMINDS
  48. 48. PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS 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! MASTERMINDS
  49. 49. FAN ACQUISITION Inclusion in all current mediums On Property • Rack Cards, Digital Displays, Posters MASTERMINDS
  50. 50. FAN ACQUISITION Inclusion in all current mediums On Property • Rack Cards, Digital Displays, Posters Online • Online Advertising, Website, Include link in all Eblasts MASTERMINDS
  51. 51. FAN ACQUISITION 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) MASTERMINDS
  52. 52. FAN ACQUISITION Engaging content If you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans MASTERMINDS
  53. 53. FAN ACQUISITION Engaging content If you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans MASTERMINDS
  54. 54. FAN ACQUISITION Engaging content If you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans MASTERMINDS
  55. 55. FAN ACQUISITION Paid Facebook Ads Social Media isn’t free • General Ads vs. Sponsored Stories • Ads = Awareness, Sponsored Stories = Likes MASTERMINDS

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