They Really Like You: The Value of a Facebook Fan

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They Really Like You: 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 $368Likely to recommend Likely to spend 74% $150 Likely to recommend 38% MASTERMINDS
  3. 3. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? Likely to spend $1,103Likely to recommend Likely to spend 77% $598 Likely to recommend 39% MASTERMINDS
  4. 4. BRANDS ON FACEBOOK: WHAT IS THE POTENTIAL? Likely to spend $87Likely to recommend Likely to spend 62% $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 B O OMERS OADED L IVE AND L SEPTEMbER AT bOOMERS SM 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 Captain Charles Sep 13 Retro Thursday with Groovy 7 8pm White Linen Party Sunday, September 2 Sep 14 Junior and Sumtin Sneaky 9pm 7pm • No Cover 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 Retro Thursdays Sep 29 Contraflow 9pm Featuring Groovy 7 Sep 30 Captain Charles 7pm 8pm • No Cover Ladies Night /boomtownNewOrleans Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM MASTERMINDS
  11. 11. Sep 20 Retro Thursday with Groovy 7 8pm //CUSTOMERS – Sep 21 ON PROPERTY Junior and Sumtin Sneaky 9pm Sep 22 Aaron Foret 9pm Sep 23 Captain Charles 7pm Sep 27 Retro Thursday with Groovy 7 8pm O OMERS Sep 28 Junior and Sumtin Sneaky 9pm Retro Thursdays Featuring Groovy 7 Sep 29 Contraflow 8pm • No Cover I V E A N D L O A D E Sep 30 D Captain Charles B 9pm 7pm L Ladies Night SEPTEMbER AT bOOMERS SM Sep 1 MoJeaux 9pm Sep 2 Captain Charles White Linen Party 7pm Sep 6 Retro Thursday with Topcats 8pm Sep 7 Groovy 7 9pm /boomtownNewOrleans Sep 8 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 Captain Charles Sep 13 Retro Thursday with Groovy 7 8pm White Linen Party Sunday, September 2 Sep 14 Junior and Sumtin Sneaky 9pm 7pm • No Cover Sep 15 Chee Weez 9pmBTNO-15515 24x36 September Entertainment SN.indd 1 8/20 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 Retro Thursdays Sep 29 Contraflow 9pm Featuring Groovy 7 Sep 30 Captain Charles 7pm 8pm • No Cover Ladies Night /boomtownNewOrleans Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved. BTNO-15515 24x36 September Entertainment SN.indd 1 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 ______________________ Job #: GS-12793 Client: Gold Strike Title: Oct. Combo Ent Ad FRI., nOv. 11 • 9 P.M. Publication: Memphis Flyer Millennium Theatre Color: 4/c Trim: 9.35 x 12.4 24 95 Bleed: 0 $ (plus tax) ______________________ Date: 9/22/11 SAT., nOv. 26 • 8 P.M. Millennium Theatre $ 29 95 (plus tax) EnTERTAInMEnT Gabby Johnson Trigger Proof Oct. 6 - 8 Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M. Thu. - Sat. 9 P.M. - 2:30 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 – MASS MEDIA EnTERTAInMEnT Entertainment. It happens here. Gabby Johnson Trigger Proof Oct. 6 - 8 Lee Greenwood 9 P.M. - 1 A.M. Oct. 12 - 15 • Wed. ______________________ Job #: GS-12793 Thu. - Sat. 9 P.M. - 2:30 A.M. FRI., nOv. 11 • 9 Thu. - Sat. 9 P.M. - 2:30 A.M. Client: Gold Strike Title: Oct. Combo Ent Ad P.M. Publication: Memphis Flyer Millennium Theatre Color: 4/c Trim: 9.35 x 12.4 24 95 Bleed: 0 $ (plus tax) ______________________ Date: 9/22/11 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 $ 95 | For tickets, call 888.747.7711 or visit goldstrike.com 29 (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 EnTERTAInMEnTGS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM Gabby Johnson Trigger Proof Oct. 6 - 8 Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M. Thu. - Sat. 9 P.M. - 2:30 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 CONTENT • See the content MASTERMINDS
  19. 19. // ENGAGING CONTENT • See the content • Feel that it’s relevant MASTERMINDS
  20. 20. // ENGAGING CONTENT • See the content • Feel 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! • Askfor 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 CASINONative American Casino Located in Battle Creek, MI • Opened August 2009 • Currently expanding • Adding 242-room hotel • 2,000-seat event centerWhat 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 PageOver 124,000 fans • #2 Native American Casino • Top 15 of casinos nationwidePage 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 DATE 10 .21.11 93 3 JOB# 12 ers Casino ment App FireKeep lot Tourna CLIENT n Appreciation S Fa PROJECT Pre-Like Tab CLIENT FireKeep PROJECT ers Casino Fan Appre ciation Slot DATE 10 Reveal Ta Tournam .21.11 b ent App 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 DATE 4.19.12 PROJECT 100,000 FB Fan App JOB# FK-14224 TITLE 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 ACQUISITIONInclusion in all current mediumsOn Property • Rack Cards, Digital Displays, Posters MASTERMINDS
  50. 50. FAN ACQUISITIONInclusion in all current mediumsOn Property • Rack Cards, Digital Displays, PostersOnline • Online Advertising, Website, Include link in all Eblasts MASTERMINDS
  51. 51. FAN ACQUISITIONInclusion in all current mediumsOn Property • Rack Cards, Digital Displays, PostersOnline • Online Advertising, Website, Include link in all EblastsMass Media • Include a tag in current advertising (especially TV) MASTERMINDS
  52. 52. FAN ACQUISITIONEngaging contentIf you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans MASTERMINDS
  53. 53. FAN ACQUISITIONEngaging contentIf you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans MASTERMINDS
  54. 54. FAN ACQUISITIONEngaging contentIf you’re interesting, fans will spread the word • Likes, Shares, Comments = new fans MASTERMINDS
  55. 55. FAN ACQUISITIONPaid Facebook AdsSocial Media isn’t free • General Ads vs. Sponsored Stories • Ads = Awareness, Sponsored Stories = Likes MASTERMINDS

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