Beverly Jackson, MGM Resorts MGM Resorts - Welcome to the Show https://www.youtube.com/watch?v=wcLJj8zOy-8

1. Powering Experiences
Through Video Content
Data and Content
BEVERLY W. JACKSON
@BEVJACK
DECEMBER 2017

2. MGM RESORTS INTERNATIONAL
OUR MISSION: IS A SIMPLE ONE

3. BELLAGIO ARIA VDARA MGM 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, WHERE THE WORLD COMES TO PLAY

6. CELEBRATING THE SPECIAL MOMENTS

7. DRIVING LOYALTY

8. MGM RESORTS INTERNATIONAL
A CULTURE 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,
PURPOSE AND
OBJECTIVE

11. VIDEO TRENDS
EPISODIC CONTENT
LIVE VIDEO
INFLUENCERS
KPIs
MGM RESORTS INTERNATIONAL
VIDEO STRATEGY

13. MGM RESORTS INTERNATIONAL

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%

15. MGM RESORTS INTERNATIONAL

16. REAL TIME ORGANIC CONTENT PERFORMANCE

17. TELL GOOD STORIES

18. December 12, 2017 18

19. EFFECTIVE (SOCIAL)
CONTENT IS RELEVANT,
TIMELY AND AUTHENTIC.
MGM RESORTS INTERNATIONAL

20. 20
LEVERAGE
VIDEO TRENDS

21. MGM RESORTS INTERNATIONAL

22. MGM RESORTS INTERNATIONAL
CROSS-CHANNEL
PROMOTION

24. FROM THE BIG SCREEN TO THE MOBILE SCREEN
MGM RESORTS INTERNATIONAL

25. 25
EPISODIC CONTENT

26. 26
LIVE VIDEO

27. #LiveFromLV
Innovation
• Largest social live-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

29. COLLABORATION

30. 30
KPIs
RESULTS MATTER.

31. MEASURABLE PER CHANNEL
Shares Likes 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 DRIVES WEB TRAFFIC

33. CONTENT
REACH AND
CONTENT REACH &
ENGAGEMENT

34. BBMA + DRAKE + CHER

35. NHL AWARDS – JUNE 2017

36. EVERYONE LOVES A WINNER

37. MGM RESORTS INTERNATIONAL
As of 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

38. 38MGM RESORTS INTERNATIONAL
Thank you and see
you in Vegas!