SlideShare uma empresa Scribd logo
1 de 51
Baixar para ler offline
Social 
Media 
Measurement: 
The Most Valuable Metrics 
ANDREA JANSSEN 
Social Media Manager 
Masterminds 
NOAH BESHEER 
Interactive Media Specialist 
Pinnacle Entertainment 
JON WANAMAKER 
Social Media Manager 
Hotel Marketing, Bellagio 
©2013
©2013
©2013 
WHAT A MONTHLY REPORT SHOULD INCLUDE: 
Size of your databases 
Engagement 
Reach 
Impressions 
Top-performing content 
Verbatims 
Cost per Acquisition
©2013 
Likes 
Followers 
Subscribers 
SIZE OF YOUR DATABASES
©2013 
People Talking About This (PTAT) 
The number of unique individuals who have 
created a story about your page 
Types of stories include: 
Liking your Facebook Page 
Liking, commenting on or sharing a post 
Responding to an event 
Mentioning your Page within their own posts 
Tagging your Page in a photo 
Checking in to or recommending your 
casino on Facebook 
ENGAGEMENT
©2013 
ENGAGEMENT 
People Talking About This (PTAT) 
The number of unique individuals who have 
created a story about your page 
Types of stories include: 
Liking your Facebook Page 
Liking, commenting on or sharing a post 
Responding to an event 
Mentioning your Page within their own posts 
Tagging your Page in a photo 
Checking in to or recommending your 
casino on Facebook
©2013 
ENGAGEMENT 
Shows the overall health of your Facebook Page
©2013 
ENGAGEMENT 
Shows the overall health of your Facebook Page 
Average engagement level among casinos is 4-5%
©2013 
Shows the overall health of your Facebook Page 
Average engagement level among casinos is 4-5% 
Number goes down to 2.5-2.75% when a page 
surpasses 100,000 fans 
ENGAGEMENT
©2013 
Engagement 
Level 
Shows the overall health of your Facebook Page 
Average engagement level among casinos is 4-5% 
Number goes down to 2.5-2.75% when a page 
surpasses 100,000 fans 
ENGAGEMENT 
PTAT 
# of Likes 
on your Page
©2013 
ENGAGEMENT
©2013 
ENGAGEMENT 
Engagement 
Level 
3.12%
©2013 
Twitter 
Retweets 
Favorites 
@Replies 
Instagram 
Likes 
Comments 
Pinterest 
Repins 
Likes 
Google + 
+ 1s 
Comments 
Shares 
Vine 
Revines 
Likes 
Comments 
ENGAGEMENT
©2013 
TOTAL REACH AND IMPRESSIONS 
Reach: The unique number of people who saw any 
content associated with your page. 
Impressions: The total number of times your content 
was viewed overall.
©2013 
FACEBOOK ANALYTICS
©2013 
TWITTER ANALYTICS
©2013 
PINTEREST ANALYTICS
©2013 
PAID ANALYTICS OPTIONS
©2013 
TOP-PERFORMING CONTENT
©2013 
VERBATIMS
©2013 
COST PER ACQUISITION
©2013 
Collect and track additional data 
Emails 
Players Club Numbers 
ROI 
SOCIAL PROMOTIONS
©2013 
TIMELINE 
Good for: 
– Quick last-minute giveaways 
Good for: 
– Lead generation 
– Cross-platform integration 
– Longevity 
APP
©2013 
TIMELINE 
Good for: 
– Quick last-minute giveaways 
Prizes: 
– Last-minute giveaways, small 
prizes (i.e. concert tickets 
buffet passes, t-shirts) 
Good for: 
– Lead generation 
– Cross-platform integration 
– Longevity 
Prizes: 
– Large prizes or gaming 
prizes that require regulator 
approval (VIP getaways, 
large amounts of slot play/cash, etc.) 
APP
©2013 
TIMELINE 
Good for: 
– Quick last-minute giveaways 
Prizes: 
– Last-minute giveaways, small 
prizes (i.e. concert tickets 
buffet passes, t-shirts) 
Information Collected: 
– Name 
Good for: 
– Lead generation 
– Cross-platform integration 
– Longevity 
Prizes: 
– Large prizes or gaming 
prizes that require regulator 
approval (VIP getaways, 
large amounts of slot play/cash, etc.) 
Information Collected: 
– Name 
– Email (opt-ins) 
– Players Club # 
– Etc. 
APP
©2013 
TIMELINE 
Good for: 
– Quick last-minute giveaways 
Prizes: 
– Last-minute giveaways, small 
prizes (i.e. concert tickets 
buffet passes, t-shirts) 
Information Collected: 
– Name 
Benefits: 
– Quick and easy to run 
– Short-term engagement 
boost* 
*Word of warning: 
In an article about the recent News 
Feed changes, Facebook lists the 
following as one of the considerations 
for determining “quality content”: 
“Is the content genuinely interesting to 
you or is it trying to gain News Feed 
distribution? (e.g. asking for people to 
like the content)” 
Good for: 
– Lead generation 
– Cross-platform integration 
– Longevity 
Prizes: 
– Large prizes or gaming 
prizes that require regulator 
approval (VIP getaways, 
large amounts of slot play/cash, etc.) 
Information Collected: 
– Name 
– Email (opt-ins) 
– Players Club # 
– Etc. 
Benefits: 
– Can be fan-gated 
– Launching and closing of the 
promotion is more controlled 
– More control over the look and feel 
– Plenty of room for legal content 
like rules, offer terms and 
eligibility requirements, 
acknowledgement that the 
promotion is in no way sponsored, 
endorsed or administered by, or 
associated with, Facebook 
APP
©2013 
Email Opt-ins 
Players Club Numbers 
TRACKING SUCCESS
©2013 
Average Value of Your Followers 
TRACKING SUCCESS
©2013 
Redemption Rate 
ROI 
TRACKING SUCCESS
©2013 
Size of your databases 
Engagement 
Reach 
Impressions 
Top-performing content 
Verbatims 
Cost per acquisition 
Email opt-ins 
Value of your database 
Redemption rate 
ROI 
WHAT YOU SHOULD BE TRACKING
©2013 
Noah Besheer 
Interactive Media Specialist 
Pinnacle Entertainment
CHEERS Slot Promotion Overview: • First-in-market exclusive slot • Facebook caption contest • Winner received trip to Boston
CHEERS Slot Promotion Goals: • Raise awareness for the game • Drive coin-in
CHEERS Slot Promotion Results: • Cheers coin-in was 282% higher than casino floor average at all properties that ran the promo • Greater increase than our properties that did not run the promo
River City Hotel promotion Overview: • Create buzz by giving one Facebook Fan a free night stay in the Presidential Suite of River City’s new hotel • Promotion was executed pre- opening
River City Hotel promotion Goals: • Raise awareness for the hotel among the general public • Turn “our customers” into Facebook Fans
River City Hotel promotion Results: • Teaser post had 2,400+ LIKES • Gained 900+ fans the day our player database e-mail dropped
Tweet What You Eat Overview: • Guests post photos of the dishes on FB & Twitter for the chance to win a property gift card • Gets guests talking about our F&B for us
Tweet What You Eat Goals: • 50+ photo entries • Drive people to the property
Tweet What You Eat Results: • 83 photo entries between the two properties • People had to be on property to participate - drove trips
Social Media Reports Overview: • Sent to our Executive team • Topics typically include: • Promotion results • Best practices from our properties • New videos • Anything tied to ROI or creating guest loyalty
Facebook ticket pre-sales Overview: • Tickets go on sale to our FB Fans before the general public • Pre-sale password and link is posted when we announce the show
Facebook ticket pre-sales Goals: • Drive revenue via ticket sales • Offer a benefit for being a Facebook Fan
Facebook ticket pre-sales Results: • Typically around 100 tickets per pre-sale • Bigger spike w/ promoted posts that target artist’s fan base • ROI is easy to track w/ code
Keys to measurement • Set your goals ahead of time • “Why” you’re measuring is more important than “how” you’re measuring • Try to avoid layering • If something works, build on it next time
©2013 
Jon Wanamaker 
Social Media Manager 
Hotel Marketing, Bellagio
Social Media Measurement
Social Media Measurement
Social Media Measurement
• Overall average campaign E/R = 24% • Organic campaigns generated revenues of over $100k • Benefit fan acquisition and engagement while driving bookings. • Allow for Direct Response efforts from the Brand’s perspective.
Questions? 
©2013

Mais conteúdo relacionado

Semelhante a Social Media Measurement

The Brown Noise - Digital Services (2014 Q1)
The Brown Noise - Digital Services (2014 Q1)The Brown Noise - Digital Services (2014 Q1)
The Brown Noise - Digital Services (2014 Q1)The Brown Noise
 
Advertising Class Project 2011
Advertising Class Project 2011Advertising Class Project 2011
Advertising Class Project 2011Stephanie Klein
 
Social Media Marketing Plan - Jeweller Brand
Social Media Marketing Plan - Jeweller BrandSocial Media Marketing Plan - Jeweller Brand
Social Media Marketing Plan - Jeweller BrandShalini Kuruvath
 
Innervate Digital Marketing Plan
Innervate Digital Marketing PlanInnervate Digital Marketing Plan
Innervate Digital Marketing PlanJordan Mason
 
case study starwood hotels and resorts worldwide discuss
case study starwood hotels and resorts worldwide discusscase study starwood hotels and resorts worldwide discuss
case study starwood hotels and resorts worldwide discussMediabistro
 
Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...
Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...
Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...William Crozer
 
Digiday Publishing Summit Europe: Data Driven Engagement
Digiday Publishing Summit Europe: Data Driven EngagementDigiday Publishing Summit Europe: Data Driven Engagement
Digiday Publishing Summit Europe: Data Driven EngagementDigiday
 
How to leverage social media edited 752011
How to leverage social media   edited 752011How to leverage social media   edited 752011
How to leverage social media edited 752011Tom Seymour, PhD
 
Social Media and Sport, Monetizing for Sponsorship
Social Media and Sport, Monetizing for SponsorshipSocial Media and Sport, Monetizing for Sponsorship
Social Media and Sport, Monetizing for SponsorshipGame Day Communications
 
Social Media Basics, Goals and More for AYSO
Social Media Basics, Goals and More for AYSOSocial Media Basics, Goals and More for AYSO
Social Media Basics, Goals and More for AYSOKadi Prescott
 
Digital Marketing course for beginners 2016 - part 3/4
Digital Marketing course for beginners 2016 - part 3/4Digital Marketing course for beginners 2016 - part 3/4
Digital Marketing course for beginners 2016 - part 3/4Olivia Aymn
 
Facebook & Twitter: Marketing in the Moment
Facebook & Twitter: Marketing in the Moment Facebook & Twitter: Marketing in the Moment
Facebook & Twitter: Marketing in the Moment DigitalRoyalty
 
Sponsors and Social The Art of Partnership Promotion
Sponsors and Social The Art of Partnership PromotionSponsors and Social The Art of Partnership Promotion
Sponsors and Social The Art of Partnership PromotionJessica Carlo
 
Drive Customer Engagement with Gamification
Drive Customer Engagement with GamificationDrive Customer Engagement with Gamification
Drive Customer Engagement with GamificationBadgeville, Inc.
 
Thumbs Up for Facebook Marketing
Thumbs Up for Facebook MarketingThumbs Up for Facebook Marketing
Thumbs Up for Facebook MarketingDeluxe Corporation
 
TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership PromotionsTFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership PromotionsSaffire
 
How to leverage social media edited 752011
How to leverage social media   edited 752011How to leverage social media   edited 752011
How to leverage social media edited 752011Tom Seymour, PhD
 
Paid promotions on facebook, twitter & you tube
Paid promotions on facebook, twitter & you tubePaid promotions on facebook, twitter & you tube
Paid promotions on facebook, twitter & you tubeGiveMN
 

Semelhante a Social Media Measurement (20)

The Brown Noise - Digital Services (2014 Q1)
The Brown Noise - Digital Services (2014 Q1)The Brown Noise - Digital Services (2014 Q1)
The Brown Noise - Digital Services (2014 Q1)
 
Advertising Class Project 2011
Advertising Class Project 2011Advertising Class Project 2011
Advertising Class Project 2011
 
How to Measure Social Media ROI
How to Measure Social Media ROIHow to Measure Social Media ROI
How to Measure Social Media ROI
 
Social Media Marketing Plan - Jeweller Brand
Social Media Marketing Plan - Jeweller BrandSocial Media Marketing Plan - Jeweller Brand
Social Media Marketing Plan - Jeweller Brand
 
Innervate Digital Marketing Plan
Innervate Digital Marketing PlanInnervate Digital Marketing Plan
Innervate Digital Marketing Plan
 
case study starwood hotels and resorts worldwide discuss
case study starwood hotels and resorts worldwide discusscase study starwood hotels and resorts worldwide discuss
case study starwood hotels and resorts worldwide discuss
 
Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...
Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...
Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advert...
 
Digiday Publishing Summit Europe: Data Driven Engagement
Digiday Publishing Summit Europe: Data Driven EngagementDigiday Publishing Summit Europe: Data Driven Engagement
Digiday Publishing Summit Europe: Data Driven Engagement
 
How to leverage social media edited 752011
How to leverage social media   edited 752011How to leverage social media   edited 752011
How to leverage social media edited 752011
 
Social Media and Sport, Monetizing for Sponsorship
Social Media and Sport, Monetizing for SponsorshipSocial Media and Sport, Monetizing for Sponsorship
Social Media and Sport, Monetizing for Sponsorship
 
Social media for sporting events
Social media for sporting eventsSocial media for sporting events
Social media for sporting events
 
Social Media Basics, Goals and More for AYSO
Social Media Basics, Goals and More for AYSOSocial Media Basics, Goals and More for AYSO
Social Media Basics, Goals and More for AYSO
 
Digital Marketing course for beginners 2016 - part 3/4
Digital Marketing course for beginners 2016 - part 3/4Digital Marketing course for beginners 2016 - part 3/4
Digital Marketing course for beginners 2016 - part 3/4
 
Facebook & Twitter: Marketing in the Moment
Facebook & Twitter: Marketing in the Moment Facebook & Twitter: Marketing in the Moment
Facebook & Twitter: Marketing in the Moment
 
Sponsors and Social The Art of Partnership Promotion
Sponsors and Social The Art of Partnership PromotionSponsors and Social The Art of Partnership Promotion
Sponsors and Social The Art of Partnership Promotion
 
Drive Customer Engagement with Gamification
Drive Customer Engagement with GamificationDrive Customer Engagement with Gamification
Drive Customer Engagement with Gamification
 
Thumbs Up for Facebook Marketing
Thumbs Up for Facebook MarketingThumbs Up for Facebook Marketing
Thumbs Up for Facebook Marketing
 
TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership PromotionsTFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
 
How to leverage social media edited 752011
How to leverage social media   edited 752011How to leverage social media   edited 752011
How to leverage social media edited 752011
 
Paid promotions on facebook, twitter & you tube
Paid promotions on facebook, twitter & you tubePaid promotions on facebook, twitter & you tube
Paid promotions on facebook, twitter & you tube
 

Último

"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"SocioCosmos
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...Riches General marchandise
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.lindseyjanelladuran
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial managementHazel Johnson
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealSocioCosmos
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịUreka Media Vietnam CO., LTD
 

Último (6)

"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial management
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
 

Social Media Measurement

  • 1. Social Media Measurement: The Most Valuable Metrics ANDREA JANSSEN Social Media Manager Masterminds NOAH BESHEER Interactive Media Specialist Pinnacle Entertainment JON WANAMAKER Social Media Manager Hotel Marketing, Bellagio ©2013
  • 3. ©2013 WHAT A MONTHLY REPORT SHOULD INCLUDE: Size of your databases Engagement Reach Impressions Top-performing content Verbatims Cost per Acquisition
  • 4. ©2013 Likes Followers Subscribers SIZE OF YOUR DATABASES
  • 5. ©2013 People Talking About This (PTAT) The number of unique individuals who have created a story about your page Types of stories include: Liking your Facebook Page Liking, commenting on or sharing a post Responding to an event Mentioning your Page within their own posts Tagging your Page in a photo Checking in to or recommending your casino on Facebook ENGAGEMENT
  • 6. ©2013 ENGAGEMENT People Talking About This (PTAT) The number of unique individuals who have created a story about your page Types of stories include: Liking your Facebook Page Liking, commenting on or sharing a post Responding to an event Mentioning your Page within their own posts Tagging your Page in a photo Checking in to or recommending your casino on Facebook
  • 7. ©2013 ENGAGEMENT Shows the overall health of your Facebook Page
  • 8. ©2013 ENGAGEMENT Shows the overall health of your Facebook Page Average engagement level among casinos is 4-5%
  • 9. ©2013 Shows the overall health of your Facebook Page Average engagement level among casinos is 4-5% Number goes down to 2.5-2.75% when a page surpasses 100,000 fans ENGAGEMENT
  • 10. ©2013 Engagement Level Shows the overall health of your Facebook Page Average engagement level among casinos is 4-5% Number goes down to 2.5-2.75% when a page surpasses 100,000 fans ENGAGEMENT PTAT # of Likes on your Page
  • 13. ©2013 Twitter Retweets Favorites @Replies Instagram Likes Comments Pinterest Repins Likes Google + + 1s Comments Shares Vine Revines Likes Comments ENGAGEMENT
  • 14. ©2013 TOTAL REACH AND IMPRESSIONS Reach: The unique number of people who saw any content associated with your page. Impressions: The total number of times your content was viewed overall.
  • 21. ©2013 COST PER ACQUISITION
  • 22. ©2013 Collect and track additional data Emails Players Club Numbers ROI SOCIAL PROMOTIONS
  • 23. ©2013 TIMELINE Good for: – Quick last-minute giveaways Good for: – Lead generation – Cross-platform integration – Longevity APP
  • 24. ©2013 TIMELINE Good for: – Quick last-minute giveaways Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) Good for: – Lead generation – Cross-platform integration – Longevity Prizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.) APP
  • 25. ©2013 TIMELINE Good for: – Quick last-minute giveaways Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) Information Collected: – Name Good for: – Lead generation – Cross-platform integration – Longevity Prizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.) Information Collected: – Name – Email (opt-ins) – Players Club # – Etc. APP
  • 26. ©2013 TIMELINE Good for: – Quick last-minute giveaways Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) Information Collected: – Name Benefits: – Quick and easy to run – Short-term engagement boost* *Word of warning: In an article about the recent News Feed changes, Facebook lists the following as one of the considerations for determining “quality content”: “Is the content genuinely interesting to you or is it trying to gain News Feed distribution? (e.g. asking for people to like the content)” Good for: – Lead generation – Cross-platform integration – Longevity Prizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.) Information Collected: – Name – Email (opt-ins) – Players Club # – Etc. Benefits: – Can be fan-gated – Launching and closing of the promotion is more controlled – More control over the look and feel – Plenty of room for legal content like rules, offer terms and eligibility requirements, acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook APP
  • 27. ©2013 Email Opt-ins Players Club Numbers TRACKING SUCCESS
  • 28. ©2013 Average Value of Your Followers TRACKING SUCCESS
  • 29. ©2013 Redemption Rate ROI TRACKING SUCCESS
  • 30. ©2013 Size of your databases Engagement Reach Impressions Top-performing content Verbatims Cost per acquisition Email opt-ins Value of your database Redemption rate ROI WHAT YOU SHOULD BE TRACKING
  • 31. ©2013 Noah Besheer Interactive Media Specialist Pinnacle Entertainment
  • 32. CHEERS Slot Promotion Overview: • First-in-market exclusive slot • Facebook caption contest • Winner received trip to Boston
  • 33. CHEERS Slot Promotion Goals: • Raise awareness for the game • Drive coin-in
  • 34. CHEERS Slot Promotion Results: • Cheers coin-in was 282% higher than casino floor average at all properties that ran the promo • Greater increase than our properties that did not run the promo
  • 35. River City Hotel promotion Overview: • Create buzz by giving one Facebook Fan a free night stay in the Presidential Suite of River City’s new hotel • Promotion was executed pre- opening
  • 36. River City Hotel promotion Goals: • Raise awareness for the hotel among the general public • Turn “our customers” into Facebook Fans
  • 37. River City Hotel promotion Results: • Teaser post had 2,400+ LIKES • Gained 900+ fans the day our player database e-mail dropped
  • 38. Tweet What You Eat Overview: • Guests post photos of the dishes on FB & Twitter for the chance to win a property gift card • Gets guests talking about our F&B for us
  • 39. Tweet What You Eat Goals: • 50+ photo entries • Drive people to the property
  • 40. Tweet What You Eat Results: • 83 photo entries between the two properties • People had to be on property to participate - drove trips
  • 41. Social Media Reports Overview: • Sent to our Executive team • Topics typically include: • Promotion results • Best practices from our properties • New videos • Anything tied to ROI or creating guest loyalty
  • 42. Facebook ticket pre-sales Overview: • Tickets go on sale to our FB Fans before the general public • Pre-sale password and link is posted when we announce the show
  • 43. Facebook ticket pre-sales Goals: • Drive revenue via ticket sales • Offer a benefit for being a Facebook Fan
  • 44. Facebook ticket pre-sales Results: • Typically around 100 tickets per pre-sale • Bigger spike w/ promoted posts that target artist’s fan base • ROI is easy to track w/ code
  • 45. Keys to measurement • Set your goals ahead of time • “Why” you’re measuring is more important than “how” you’re measuring • Try to avoid layering • If something works, build on it next time
  • 46. ©2013 Jon Wanamaker Social Media Manager Hotel Marketing, Bellagio
  • 50. • Overall average campaign E/R = 24% • Organic campaigns generated revenues of over $100k • Benefit fan acquisition and engagement while driving bookings. • Allow for Direct Response efforts from the Brand’s perspective.