The document discusses creating an effective social media strategy by aligning social media objectives with corporate marketing goals. It identifies four common marketing objectives for social media: brand awareness, customer service, lead generation, and community building/brand affinity. For each objective, examples are provided of both effective and ineffective social media posts. The document stresses using social media to engage customers and build relationships.

1. //SOCIAL MEDIA 201 –
CREATING A SOCIAL MEDIA STRATEGY
MASTERMINDS

2. MASTERMINDS

3. THE EXPERIMENTATION PHASE
// IS ENDING
MASTERMINDS

4. // ALIGN
YOUR SOCIAL MEDIA
STRATEGIES WITH
CORPORATE MARKETING
OBJECTIVES
MASTERMINDS

5. //4 MARKETING OBJECTIVES
PERFECT FOR SOCIAL MEDIA
• Brand Awareness
MASTERMINDS

6. //4 MARKETING OBJECTIVES
PERFECT FOR SOCIAL MEDIA
• Brand Awareness
• Customer Service
MASTERMINDS

7. //4 MARKETING OBJECTIVES
PERFECT FOR SOCIAL MEDIA
• Brand Awareness
• Customer Service
• Lead Generation
MASTERMINDS

8. //4 MARKETING OBJECTIVES
PERFECT FOR SOCIAL MEDIA
• Brand Awareness
• Customer Service
• Lead Generation
• Community Building/
Increased Brand
Affinity
MASTERMINDS

9. MASTERMINDS
TM

10. //OBJECTIVE #1 - BRAND AWARENESS
// DON’T
“Congrats to Jimmy K. on
winning $21,000 on Triple
Bonus Frenzy today! Yet
another big winner! With
1,200 slots, your jackpot
could be just a spin away."
MASTERMINDS

11. //OBJECTIVE #1 - BRAND AWARENESS
// DO
“What would you do with
“Congrats to Jimmy K. on
$20 grand? Leave your
winning $21,000 on Triple
suggestion here for
Bonus Frenzy today! Yet
Jimmy K. because he just
another big winner! With
scored himself $21,000
1,200 slots, your jackpot
on Triple Bonus Frenzy.
could be just a spin away."
Rock on Jimmy!”
MASTERMINDS

12. //OBJECTIVE #1 - BRAND AWARENESS
// DON’T
“Don’t miss the grand
opening of our new
steakhouse this month!
With a variety of delicacies
from seafood to chicken
and of course, scrumptious
steaks, this beautiful new
restaurant has something
for every taste bud!"
MASTERMINDS

13. //OBJECTIVE #1 - BRAND AWARENESS
// DO
“Don’t miss the grand
opening of our new
The grand opening of our
steakhouse this month!
new steakhouse is so close
With a variety of delicacies
we can taste it. What is
from seafood to chicken
your favorite cut of steak and
and of course, scrumptious
how do you like it cooked?
steaks, this beautiful new
(Embed food shot and/or a link to the menu)
restaurant has something
for every taste bud!"
MASTERMINDS

14. //OBJECTIVE #1 - BRAND AWARENESS
MASTERMINDS

15. //OBJECTIVE #1 - BRAND AWARENESS
MASTERMINDS

16. //OBJECTIVE #1 - BRAND AWARENESS
MASTERMINDS

17. //OBJECTIVE #2 - CUSTOMER SERVICE
Social Media is the new
customer service call center.
AND YOU’RE ON 24/7/365!
MASTERMINDS

18. //OBJECTIVE #2 - CUSTOMER SERVICE
MASTERMINDS

19. //OBJECTIVE #2 - CUSTOMER SERVICE
MASTERMINDS

20. //OBJECTIVE #2 - CUSTOMER SERVICE
MASTERMINDS

21. //OBJECTIVE #2 - CUSTOMER SERVICE
• Be timely
• Be human
• Be genuine
• Acknowledge the customer’s feelings
• Guide the conversation offline if it gets complex
MASTERMINDS

22. // RESPOND TO POSITIVE POSTS
Thanks for the kudos.
Kind words are always
appreciated! :)
MASTERMINDS

23. // RESPOND TO POSITIVE POSTS
I’ll be sure to pass
on your compliments
to the chef!
MASTERMINDS

24. // RESPOND TO POSITIVE POSTS
It makes us happy
that you’re happy!
MASTERMINDS

25. //REACTIONS TO NEGATIVE POSTS
Ouch. We’re so sorry to hear
about your bad experience.
Please email me, I would like to
learn more so that we can be
sure this never happens again.
MASTERMINDS

26. //REACTIONS TO NEGATIVE POSTS
Thanks everyone for your
comments. We are trying to
work out the kinks. We are
passing this information on
to the Executive Chef.
MASTERMINDS

27. //REACTIONS TO NEGATIVE POSTS
Sorry to hear about your run
of bad luck. I assure you that
using your club card does
not change the game’s odds.
Sounds like you need a lucky
charm. Anyone have a favorite
lucky charm they carry?
MASTERMINDS

28. //OBJECTIVE #2 - CUSTOMER SERVICE
MASTERMINDS

29. //OBJECTIVE #2 - CUSTOMER SERVICE
MASTERMINDS

30. // OBJECTIVE #3 - LEAD GENERATION
Social media is
word-of-mouth
ON STEROIDS!
MASTERMINDS

31. // OBJECTIVE #3 - LEAD GENERATION
• Social Database
• Email Database
• Player Club Membership
• Inviting Trial
MASTERMINDS

32. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
AKA
LOYALTY PROGRAM
MASTERMINDS

33. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
MASTERMINDS

34. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
Hit “Like” if you are as big a
Charlie Daniels fan as I am!
Maybe I’ll run into him tonight!
Hey a girl can dream right?
MASTERMINDS

35. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
Has anyone stopped by Gold’s
Deli to try out their AMAZING
new cupcakes??? I had the
strawberry and it was DIVINE!!!
What should I try today...
Peanut Butter, Red Velvet
or Chocolate??
MASTERMINDS

36. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
Happy Moo-nday Boomtownies!!!
Just wondering...what’s your
favorite slot machine? I like
anything with a “bonus round”
... makes me feel like I get more
bang for my “buck” ... hehe ...
what about you?
MASTERMINDS

37. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
MASTERMINDS

38. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
MASTERMINDS

39. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
MASTERMINDS

40. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
“Bait bucket” - wallet or gambling kitty
MASTERMINDS

41. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
“Twang” - gently tugging on a fellow
Facebooker’s rubberband or
wristband to say hello and
introduce yourself.
MASTERMINDS

42. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
“Standers” - people who always
“Bait bucket” - wallet or gambling kitty
stand up to perform
their bonuses.
MASTERMINDS

43. //OBJECTIVE #4 - COMMUNITY BUILDING &
BRAND AFFINITY
• 71% of community members say they
are more likely to purchase from a brand
• 66% of community members
note that the community has made
them more loyal to a brand
• 63% of community members note that
they will recommend brand to
friends/family
Sources: Universal McCann, Exact Target
MASTERMINDS

44. HOW CAN THE
// INTEGRATION
OF SOCIAL MEDIA INCREASE
THE EFFECTIVENESS OF YOUR
CURRENT MARKETING EFFORTS?
MASTERMINDS

45. THE
// OBJECTIVE:
• Create awareness
for new penny slots
at Beau Rivage
MASTERMINDS

46. THE
// CHALLENGES:
• Beau Rivage brand
• Did not have the most
• Did not have the newest
MASTERMINDS

47. HOW DID THEY
GET PEOPLE
// TALKING?
MASTERMINDS

48. THEY MADE THEM
PART OF THE
//STORY.
MASTERMINDS

49. MASTERMINDS

50. MASTERMINDS

51. ADVERTISEMENT
16th president missing,
spotted at Biloxi casino
Lure of new
penny slots
believed to be
impossible for
Abe to resist.
BILOXI — Abraham
Lincoln has gone
missing from his
iconic position at
Mt. Rushmore, the
Lincoln Memorial,
and even the five- Honest Abe abandons stonefaced quartet to find new slot on the Gulf Coast.
dollar bill. Authorities
believe the former he’s tryin’ to win those “Rumors had been he got his hands on Beau employee. “And
U.S. President is penny slots,” wagers flying for months,” those games. The let me tell you
currently in Biloxi, Beau player, Hank. mentioned a worker at guy’s a born winner.” something. The man
Mississippi at Beau “What, with everyone the Lincoln Memorial. Sightings are not can dance.”
Rivage Resort & else cashing in on his “He was very aware limited to the slot floor,
Casino. face—why shouldn’t of all the hot, new however. Scores of Abe’s rumored official
he get a piece penny games: Lucky people have claimed facebook page,
Alleged sightings of the action?” Penny, Goldfish 2, to see him “living it facebook.com/AbeAtBeau,
have been made of Max Win. We all up” all over Beau certainly seems to
Mr. Lincoln on the Speculation by the knew it was only a Rivage. “I saw him at indicate he’s having
Beau Rivage slot local authorities matter of time before EIGHT75,” said one a good time. But
floor. Eyewitnesses further supports a hey, it’s been almost
claim to have seen link between the 150 years since the
the 6’4” bearded man surplus of new penny guy’s last vacation,
playing the various slot machines and so if it is really him
penny machines, Lincoln’s recent down there, few
periodically jumping visits to the Resort could argue that he
for joy and shouting & Casino. In fact, doesn’t deserve it.
“Boo-ya,” “Who’s your it’s rumored that
daddy?!” and “Papa Lincoln was planning
needs a new stove an escape to Beau
pipe hat.” Rivage for some time,
and with the resort
One Beau patron was now boasting over
more than willing to 800 penny machines,
put in his two cents it was simply too A man, believed to be Abe Lincoln, plays the
on the recent Lincoln enticing for him to new penny slots at Beau Rivage.
sightings. “I betcha pass up.
MASTERMINDS

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64. MASTERMINDS

65. THE
// OBJECTIVE:
• Create pre-opening
excitement for the
remodeled Buffet at
Boomtown New Orleans
MASTERMINDS

66. THE
// CHALLENGES:
• Limited media budget
• Community involvement
MASTERMINDS

67. HOW DO
THEY GET –
AND KEEP – PEOPLE
// TALKING?
MASTERMINDS

68. THEY MADE THEM
PART OF SOMETHING
//REAL.
MASTERMINDS

69. MASTERMINDS

70. MASTERMINDS

71. MASTERMINDS

72. Secrets from the Stove Recipe Contest
Entry Form
Name of Recipe: __________________________________________________________
Your Name: Chef__________________________________________________________
Address: ___________________________ City: ________________ Zip: ___________
Phone Number: _______________________ Cell Number: _______________________
E-mail Address: __________________________________________________________
I have read and understand all the information provided with the entry form. Boomtown Casino can use the recipe names, photos,
and other images for promotional use.
Signature: ___________________________________ Date:___________________
MASTERMINDS

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78. //SOCIAL MEDIA 201 –
CREATING A SOCIAL MEDIA STRATEGY
MASTERMINDS