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Powering Experiences Through Video Content, MGM Resorts
MGM Resorts International outlines a data-driven video content strategy aimed at enhancing brand engagement and loyalty, with a significant emphasis on the growth of video content in social media. The document highlights successful campaigns utilizing live video, episodic content, and influencer partnerships, resulting in increased reach and web traffic. It emphasizes the importance of timely, relevant, and authentic content in driving social media performance.
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Powering Experiences Through Video Content, MGM Resorts
- 1. Powering Experiences Through VideoContent Data and Content BEVERLY W. JACKSON @BEVJACK DECEMBER 2017
- 2. MGM RESORTS INTERNATIONAL OURMISSION: IS A SIMPLE ONE
- 3. BELLAGIO ARIA VDARAMGM GRAND SIGNATURE MANDALAY BAY DELANO MIRAGE BEAU RIVAGE BORGATA MGM GRAND DETROIT MGM NATIONAL HARBOR MGM SPRINGFIELD MGM MACAU M G M R E S O R T S L U X U R Y D E S T I N AT I O N S M G M R E S O R T S D E S T I N AT I O N S MONTE CARLO NEW YORK-NEW YORK LUXOR EXCALIBUR CIRCUS CIRCUS GOLD STRIKE MGM RESORTS INTERNATIONAL
- 5. MGM RESORTS, WHERETHE WORLD COMES TO PLAY
- 6. CELEBRATING THE SPECIALMOMENTS
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- 8. MGM RESORTS INTERNATIONAL ACULTURE OF DATA DRIVEN CONTENT PEOPLE TOOLSPROCESS CONTENT INSIGHTS
- 9. PERSONALIZATION & PERFORMANCE NIMBLE MEDIA INVESTMENT& CONTENT STRATEGY DIGITAL STOREFRONT A DATA CENTRIC STRATEGY
- 10. CLARITY OF GOALS, PURPOSEAND OBJECTIVE
- 11. VIDEO TRENDS EPISODIC CONTENT LIVEVIDEO INFLUENCERS KPIs MGM RESORTS INTERNATIONAL VIDEO STRATEGY
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- 14. CONTENT TYPE -VIDEO GROWTH YoY The growth of video content produced is directly responsible for the growth in brand awareness, account growth and organic engagement. Strategically, the use of video by the social media team included staffing decision based on video skills, the use of live video, video based content series and episodic video programming. According to Social Bakers in a report last February which showed that video posts on Facebook were generating the most organic reach of any post type. Video is expected to account for three-quarters of all mobile traffic by 2020. Another industry report indicates, nearly 80 percent of all social media time is spent on mobile. Photos 2016 Photos 2015 Volume Change Variance Videos 2016 Videos 2015 Volume Change Variance BRAND ARIA 348 169 179 106% 38 13 25 192% Bellagio 419 182 237 130% 61 17 44 259% MGM Grand 416 186 230 124% 94 3 91 3033% Mandalay Bay 407 168 239 142% 102 28 74 264% Delano 252 177 75 42% 74 17 57 335% The Mirage 278 187 91 49% 41 11 30 273% Excalibur 422 193 229 119% 38 4 34 850% Luxor 375 188 187 99% 51 8 43 538% Monte Carlo 381 188 193 103% 133 7 126 1800% NYNY 443 174 269 155% 25 4 21 525% Vdara 315 178 137 77% 20 12 8 67% Signature 86 156 -70 -45% 1 4 -3 -75% MGM Resorts 596 166 430 259% 131 32 99 309% M Life Rewards 389 171 218 127% 53 23 30 130%
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- 16. REAL TIME ORGANICCONTENT PERFORMANCE
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- 19. EFFECTIVE (SOCIAL) CONTENT ISRELEVANT, TIMELY AND AUTHENTIC. MGM RESORTS INTERNATIONAL
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- 24. FROM THE BIGSCREEN TO THE MOBILE SCREEN MGM RESORTS INTERNATIONAL
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- 27. #LiveFromLV Innovation • Largest sociallive-streaming activation of its kind, ever • True strategic partnership with Twitter • Incredible content on a new scale Multi-Touch Point/Multi-Property • 12 brands participated as did dozens of venues: ARIA, Vdara, MGM Grand, Signature, Mandalay Bay, Delano, NYNY, Monte Carlo, Excalibur, Luxor, Park Vegas, Park Theater • Strip Marquees UGC generated significant interaction • Branded giveaways with campaign hashtag were extremely popular Influencers Increase Reach • Joint Paid and Organic Influencer activation at scale • Twitter’s Niche Influencers generated double the contracted amount of content at 32 posts • MGM Resorts Influencers delivered 213 Facebook and Twitter posts • Estimated reach of these posts is 4.5 million users across 6 social media networks
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- 31. MEASURABLE PER CHANNEL SharesLikes Replies Views Clicks Views Re-Pins Engagement Rates Comments Positive conversation Click-Throughs Interactions Screenshots Click-Throughs Click-Throughs Video Views Community Size Retweets Engagement Rate Community Size 31MGM RESORTS INTERNATIONAL
- 32. SOCIAL MEDIA DRIVESWEB TRAFFIC
- 33. CONTENT REACH AND CONTENT REACH& ENGAGEMENT
- 34. BBMA + DRAKE+ CHER
- 35. NHL AWARDS –JUNE 2017
- 36. EVERYONE LOVES AWINNER
- 37. MGM RESORTS INTERNATIONAL Asof January 24, 2017 MGM Social Media grew by an average of 38% in 2016! 947,836 224,106 195,589 935,816 268,676 81,582 1,211,964 359,430 165,826 486,100 240,786 92,862 531,036 260,402 131,005 488,287 445,550 81,680 237,075 27,709 61,703 370,516 156,198 85,543 267,734 627,615 133,798 +11.5% +17.1% +74.6% +4.7% +17.3% +256% +9.5% +13.7% +109% +11.6% +20.6% +200% +23.9% +22.2% +224% +28.4% +6.2% +118% +6.2% +15.5% +104% +27.0% +21.5% +282% +31.3% +4.5% +144% 850,257 893,884 1,106,650 435,469 428,602 380,286 223,158 291,828 203,885 191,375 229,083 316,042 199,731 212,965 419,729 23,995 128,573 60,344 112,000 22,900 79,500 31,000 40,400 37,500 30,300 22,400 54,800 SOCIAL MEDIA COMPETITION IS FIERCE
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