Social Media Boot Camp
Presented by:
Masterminds

MASTERMINDS
+
Presented by:

MASTERMINDS

MASTERMINDS
OUR GOAL:HELP BUILD SOCIAL MEDIA COMPETENCIES
WITHIN CASINO ORGANIZATIONS
//

MASTERMINDS
Nancy Smith
CEO
MASTERMINDS
Ryan Leeds
VP, Strategy
MASTERMINDS
Jen Fink
Account Director
MASTERMINDS

MASTERMINDS
Andrea Janssen
Social Media Manager
MASTERMINDS
Charles Harper
Vice President of Business Development
DOUBLEDOWN INTERACTIVE

MASTERMINDS
Eric Petersen
Director of New Media
CAESARS ENTERTAINMENT INC.
Brian Best
Corporate Vice President of E-Commerce
BOYD GAMING

MASTERMINDS
SOCIAL MEDIA BOOT CAMP AGENDA//
Tweet Up:The State of Social Media Today
Less is More:The Principles of a Successful Social Media Program
They Really Like You:The Value of a Facebook Fan
Social Media Managers:Why You Need One & How to Find One
Lunch
Social Media & Online Gaming:The Rise of Social Gaming
Once a Winner: Engaging Your Customers Outside the Casino
Social Media Measurement:The Most Valuable Metrics
Best of the Best: Social Media Efforts of the Year
Learn from the Best: Social Media Mavens
9:00-9:30
9:30-10:00
10:15-10:45
10:45-11:15
11:15-12:30
12:45-1:15
1:15-1:45
2:00-2:30
2:30-3:00
3:15-4:15

MASTERMINDS
SOCIAL MEDIA
IS MASSIVE
//

MASTERMINDS
48%OF 18-34 YEAR OLDS
CHECK FACEBOOK
BEFORE THEY GET OUT OF BED
IN THE MORNING
//

MASTERMINDS
SOCIAL NETWORKING IS THE
MOST POPULAR
INTERNET ACTIVITY
//

MASTERMINDS
FACEBOOK HAS
901 MILLIONMONTHLY ACTIVE USERS
WORLDWIDE
//

MASTERMINDS
THE AVERAGE PERSON SPENDS
20 MINUTES
PER VISIT
ON FACEBOOK
//

MASTERMINDS
23%OF THEM CHECK THEIR ACCOUNT
5 OR MORE TIMES
PER DAY
//

MASTERMINDS
TWITTER HANDLES
MORE SEARCH
QUERIES
THAN BING AND YAHOO
COMBINED
PER
MONTH
//

MASTERMINDS
THREE OF FOUR CMOs SAY
SOCIAL MEDIA
IMPACTS SALES//

MASTERMINDS
SOCIAL MEDIA IS NOT
JUST ANOTHER CHANNEL —
IT HAS BECOME
PART OF OUR LIVES//

MASTERMINDS
SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES//
Politics

MASTERMINDS
SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES//
Politics

MASTERMINDS
SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES//
Weather

MASTERMINDS
SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES//
Revolutions

MASTERMINDS
SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES//
Revolutions

MASTERMINDS
SOCIAL MEDIA HAS BECOME A PART OF OUR LIVES//
National Security

MASTERMINDS
THIS IS THE MOST
EXCITING TIMETO BE A MARKETER EVER
//

MASTERMINDS
SOCIAL MEDIA IS NOT LIKE
ANY OTHER CHANNEL
//

MASTERMINDSMASTERMINDS BRAND WISE. STREET SMART.TM

MASTERMINDSMASTERMINDS BRAND WISE. STREET SMART.TM
Source: Buddy Media / booz&co: From Campaigns to Capabilities The Impact of Social Media
on Marketing and Beyond 2012
• 90% of consumers trust recommendations
from people they know
• Social media recommendations top
all other media sources

MASTERMINDS
BUT IT’S NOT
FREE.//

MASTERMINDS
“You can’t just say it, you have to get
the people to say it to each other”
– James Farley, Ford CMO

MASTERMINDS
SOCIAL MEDIA
IS WORD OF MOUTH.
ON STEROIDS.//

MASTERMINDS
IF THERE IS
ONE THING THAT
STAYS CONSTANT IN
SOCIAL MEDIA—IT’S
ALWAYS
CHANGING
//

MASTERMINDS
PINTEREST//

MASTERMINDS
PINTEREST DEMO USAGE STATS
• 11.7 million users

MASTERMINDS
PINTEREST DEMO USAGE STATS
• 145% increase in daily users
since the beginning of 2012

MASTERMINDS
PINTEREST DEMO USAGE STATS
• 72% women

MASTERMINDS
PINTEREST DEMO USAGE STATS
• 81% of users aged
between 25-54

MASTERMINDS
PINTEREST DEMO USAGE STATS
• 14+ minutes per visit

MASTERMINDS
PINTEREST:WHAT ARE THEY DOING?
• Expressing themselves through
images relevant to their lives

MASTERMINDS
PINTEREST:WHAT ARE THEY DOING?
• Reminding themselves of things
they want to do, buy or revisit

MASTERMINDS
PINTEREST:WHAT ARE THEY DOING?
• Sharing and recommending things
they think others should know about

MASTERMINDS
PINTEREST:WHAT IS THE POTENTIAL?
• More than 1 in 5 Pinterest users has
pinned an item they later purchased

MASTERMINDS
PINTEREST
IS PROJECTED TO ACCOUNT FOR
40% OF
BY Q2 2013
// SOCIAL MEDIA
DRIVEN PURCHASES

MASTERMINDS
WHO’S DOING IT RIGHT//

MASTERMINDS
BARONA CASINO

MASTERMINDS
BARONA CASINO

MASTERMINDS
BORGATA CASINO

MASTERMINDS
INSTAGRAM//

MASTERMINDS
INSTAGRAM
• Referred to as photo sharing, “reinvented”

MASTERMINDS
INSTAGRAM
• Allows user to take photos, choose from
an array of filters to alter its look and feel
and then instantly post to share with
other users

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app
• More than 30 million registered users in 18 months

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app
• More than 30 million registered users in 18 months
• Named iPhone App of the year in 2011

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app
• More than 30 million registered users in 18 months
• Named iPhone App of the year in 2011
• More than 1 billion photos uploaded

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app
• More than 30 million registered users in 18 months
• Named iPhone App of the year in 2011
• More than 1 billion photos uploaded
• More than 5 million photos uploaded every day

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app
• More than 30 million registered users in 18 months
• Named iPhone App of the year in 2011
• More than 1 billion photos uploaded
• More than 5 million photos uploaded every day
• 575 “Likes” every second

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app
• More than 30 million registered users in 18 months
• Named iPhone App of the year in 2011
• More than 1 billion photos uploaded
• More than 5 million photos uploaded every day
• 575 “Likes” every second
• 81 comments every second

MASTERMINDS
USAGE STATS
• More than 430,000 on the wait list for the Android app
• More than 30 million registered users in 18 months
• Named iPhone App of the year in 2011
• More than 1 billion photos uploaded
• More than 5 million photos uploaded every day
• 575 “Likes” every second
• 81 comments every second
• Gains one new user every second

MASTERMINDS
FACEBOOK ACQUIRES
INSTAGRAM
//

MASTERMINDS
FACEBOOK ACQUIRES INSTAGRAM
• Facebook acquires the app on April 9, 2012
for approximately $1 billion

MASTERMINDS
FACEBOOK ACQUIRES INSTAGRAM
• Instagram bought for $33 per user

MASTERMINDS
WHO’S DOING IT RIGHT//

MASTERMINDS
REVEL NIGHTLIFE

MASTERMINDS
REVEL NIGHTLIFE

MASTERMINDS
MONTE CARLO

MASTERMINDS
PECHANGA

MASTERMINDS
GOOGLE+//

MASTERMINDS
WHAT IS GOOGLE+

MASTERMINDS
WHAT IS GOOGLE+

MASTERMINDS
IS GOOGLE+ DEAD?

MASTERMINDS
USAGE STATS
• Google+ has had 90 million unique visitors

MASTERMINDS
USAGE STATS
• Google+ has had 90 million unique visitor
• Google+ users are 71% male

MASTERMINDS
USAGE STATS
• Google+ has had 90 million unique visitor
• Google+ users are 71% male
• The most common occupation of a Google+
user is an engineer

MASTERMINDS
WHAT THIS MEANS

MASTERMINDS
WHAT THIS MEANS

MASTERMINDS
WHAT THIS MEANS

MASTERMINDS
WHAT THIS MEANS

MASTERMINDS
BUT THIS IS GOOGLE

MASTERMINDS
A FEW MAIN DIFFERENCES
BETWEEN FACEBOOK
//

MASTERMINDS
SEARCH

MASTERMINDS
CIRCLES

MASTERMINDS
+1 BUTTON

MASTERMINDS
HANGOUTS

MASTERMINDS
WHO’S DOING IT RIGHT//

MASTERMINDS
MANDALAY BAY

MASTERMINDS
MANDALAY BAY

MASTERMINDS
MGM GRAND

MASTERMINDS
MGM GRAND

MASTERMINDS
SOCIAL MEDIA BOOT CAMP AGENDA//
Tweet Up:The State of Social Media Today
Less is More:The Principles of a Successful Social Media Program
They Really Like You:The Value of a Facebook Fan
Social Media Managers:Why You Need One & How to Find One
Lunch
Social Media & Online Gaming:The Rise of Social Gaming
Once a Winner: Engaging Your Customers Outside the Casino
Social Media Measurement:The Most Valuable Metrics
Best of the Best: Social Media Efforts of the Year
Learn from the Best: Social Media Mavens
9:00-9:30
9:30-10:00
10:15-10:45
10:45-11:15
11:15-12:30
12:45-1:15
1:15-1:45
2:00-2:30
2:30-3:00
3:15-4:15

MASTERMINDS
LET’S GET
STARTED
//

MASTERMINDS
THE PRINCIPLES OF A
SUCCESSFUL SOCIAL MEDIA PROGRAM

MASTERMINDS
SOCIAL
MEDIA
101

MASTERMINDS
SOCIAL MEDIA PRINCIPLES
#1
STRATEGY FIRST.
THEN EXECUTION.

MASTERMINDS
#2
SET GOALS.
SOCIAL MEDIA PRINCIPLES

MASTERMINDS
#3
MEASURE WHAT
MATTERS.
SOCIAL MEDIA PRINCIPLES

MASTERMINDS
SOCIAL MEDIA PRINCIPLES
#4
BE HUMAN.

MASTERMINDS
#5
LISTEN AND
RESPOND.
SOCIAL MEDIA PRINCIPLES

MASTERMINDS
#6
BE
ENTERTAINING.
SOCIAL MEDIA PRINCIPLES

MASTERMINDS
#7
ENCOURAGE
SHARING AND
ENGAGEMENT.
SOCIAL MEDIA PRINCIPLES

MASTERMINDS
#8
THE POWER
OF “AND”
SOCIAL MEDIA PRINCIPLES

MASTERMINDS
BE BEST
IN CLASS.
SOCIAL MEDIA PRINCIPLES

MASTERMINDS
THEY REALLY LIKE YOU:
The Value of a Facebook Fan
//

MASTERMINDS
Likely to spend
$368
Likely to recommend
74%
Likely to spend
$150
Likely to recommend
38%
BRANDS ON FACEBOOK:
WHAT IS THE POTENTIAL?

MASTERMINDS
Likely to spend
$1,103
Likely to recommend
77%
Likely to spend
$598
Likely to recommend
39%
BRANDS ON FACEBOOK:
WHAT IS THE POTENTIAL?

MASTERMINDS
Likely to spend
$87
Likely to recommend
62%
Likely to spend
$7
Likely to recommend
16%
BRANDS ON FACEBOOK:
WHAT IS THE POTENTIAL?

MASTERMINDS
• Promotions
• Engaging Content
• Paid Facebook Media
• Customers
FAN ACQUISITION//

MASTERMINDS
• Promotions
• Engaging Content
• Promotions
• Customers
FAN ACQUISITION//

MASTERMINDS
• Promotions
• Engaging Content
• Promotions
• Customers
FAN ACQUISITION//

MASTERMINDS
FAN ACQUISITION//
• Paid Facebook Media
• Engaging Content
• Promotions
• Customers

MASTERMINDS
CUSTOMERS – ON PROPERTY//

MASTERMINDS
CUSTOMERS – ON PROPERTY//
L I V E A N D LOA D E D
BOOMERS
Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
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
Sep 13 Retro Thursday with Groovy 7 8pm
Sep 14 Junior and Sumtin Sneaky 9pm
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
Sep 29 Contraflow 9pm
Sep 30 Captain Charles 7pm
SEPTEMbER AT bOOMERSSM
/boomtownNewOrleans
Retro Thursdays
Featuring Groovy 7
8pm • No Cover
Ladies Night
Captain Charles
White Linen Party
Sunday, September 2
7pm • No Cover
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM

MASTERMINDS
CUSTOMERS – ON PROPERTY//
L I V E A N D LOA D E D
BOOMERS
Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
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
Sep 13 Retro Thursday with Groovy 7 8pm
Sep 14 Junior and Sumtin Sneaky 9pm
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
Sep 29 Contraflow 9pm
Sep 30 Captain Charles 7pm
SEPTEMbER AT bOOMERSSM
/boomtownNewOrleans
Retro Thursdays
Featuring Groovy 7
8pm • No Cover
Ladies Night
Captain Charles
White Linen Party
Sunday, September 2
7pm • No Cover
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM
Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
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
Sep 29 Contraflow 9pm
Sep 30 Captain Charles 7pm
/boomtownNewOrleans
Retro Thursdays
Featuring Groovy 7
8pm • No Cover
Ladies Night
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20

MASTERMINDS
CUSTOMERS – EMAIL BLASTS//

MASTERMINDS
CUSTOMERS – DIRECT MAIL//
JUMP ON THE FANWAGON
for your chance to win big!

MASTERMINDS
CUSTOMERS – WEB GRAPHIC//

MASTERMINDS
Entertainment.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
Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com
facebook.com/GoldStrikeTunica twitter.com/GSTunica
I’m Melody, your Ambassador of Fun. Chat with
me for inside access to everything Gold Strike.
(plus tax)
$
2995
(plus tax)
$
2495
EnTERTAInMEnT
Gabby Johnson
Oct. 6 - 8
Thu. - Sat. 9 P.M. - 2:30 A.M.
Trigger Proof
Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M.
______________________
Job #: GS-12793
Client: Gold Strike
Title: Oct. Combo Ent Ad
Publication: Memphis Flyer
Color: 4/c
Trim: 9.35 x 12.4
Bleed: 0
______________________
Date: 9/22/11
SAT., nOv. 26 • 8 P.M.
Millennium Theatre
FRI., nOv. 11 • 9 P.M.
Millennium Theatre
Lee Greenwood
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
CUSTOMERS – MASS MEDIA//

MASTERMINDS
Entertainment.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
Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com
facebook.com/GoldStrikeTunica twitter.com/GSTunica
I’m Melody, your Ambassador of Fun. Chat with
me for inside access to everything Gold Strike.
(plus tax)
$
2995
(plus tax)
$
2495
EnTERTAInMEnT
Gabby Johnson
Oct. 6 - 8
Thu. - Sat. 9 P.M. - 2:30 A.M.
Trigger Proof
Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M.
______________________
Job #: GS-12793
Client: Gold Strike
Title: Oct. Combo Ent Ad
Publication: Memphis Flyer
Color: 4/c
Trim: 9.35 x 12.4
Bleed: 0
______________________
Date: 9/22/11
SAT., nOv. 26 • 8 P.M.
Millennium Theatre
FRI., nOv. 11 • 9 P.M.
Millennium Theatre
Lee Greenwood
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
Tickets based on availability. Schedule subject to change. ©2011 MGM Resorts International.™ All rights reserved. Gambling problem? Call 1.888.777.9696
Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com
facebook.com/GoldStrikeTunica twitter.com/GSTunica
I’m Melody, your Ambassador of Fun. Chat with
me for inside access to everything Gold Strike.
EnTERTAInMEnT
Gabby Johnson
Oct. 6 - 8
Thu. - Sat. 9 P.M. - 2:30 A.M.
Trigger Proof
Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M.
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
CUSTOMERS – MASS MEDIA//

MASTERMINDS
PROMOTIONS//

MASTERMINDS
ENGAGING CONTENT//
• See the content

MASTERMINDS
ENGAGING CONTENT//
• See the content
• Feel that it’s relevant

MASTERMINDS
ENGAGING CONTENT//
• See the content
• Feel that it’s relevant
• Want to engage or share

MASTERMINDS
ENGAGING CONTENT – EDGERANK//

MASTERMINDS
EDGERANK – TIME DECAY//

MASTERMINDS
EDGERANK – AFFINITY//

MASTERMINDS
EDGERANK – WEIGHT//

MASTERMINDS
• Make it relevant to the
audience – what do
they like?
MAKE CONTENT RELEVANT & ENGAGING//

MASTERMINDS
MAKE CONTENT RELEVANT & ENGAGING//
• Make it relevant to the
audience – what do
they like?
• Humanize the content –
it can even be funny!

MASTERMINDS
MAKE CONTENT RELEVANT & ENGAGING//
• Make it relevant to the
audience – what do
they like?
• Humanize the content –
it can even be funny!
• Ask for interaction – you
can be direct.

MASTERMINDS
PAID FACEBOOK MEDIA – PROMOTED POSTS//

MASTERMINDS
• Title
PAID FACEBOOK MEDIA – ADS//

MASTERMINDS
PAID FACEBOOK MEDIA – ADS//
• Title
• Body Copy

MASTERMINDS
PAID FACEBOOK MEDIA – ADS//
• Title
• Body Copy
• Image

MASTERMINDS
PAID FACEBOOK MEDIA – ADS//
• Title
• Body Copy
• Image
• Social Endorsement

MASTERMINDS
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
PAID FACEBOOK MEDIA – ADS
TARGETING
//

MASTERMINDS
PAID FACEBOOK MEDIA – ADS
TARGETING
//

MASTERMINDS
FIREKEEPERS CASINO//
Jeff LaFrance
Director of Marketing Events

MASTERMINDS
FIREKEEPERS CASINO
Native American Casino Located in Battle Creek, MI
• Opened August 2009
• Currently expanding
• Adding 242-room hotel
• 2,000-seat event center
What we currently offer:
• 2,800 slot machines
• 70 table games
• 12-table Poker Room
• 500-seat Bingo Hall
• 5 restaurants

MASTERMINDS
THEY LIKE US,THEY REALLY LIKE US!
FireKeepers’ Facebook Page
Over 124,000 fans
• #2 Native American Casino
• Top 15 of casinos nationwide
Page 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
FAN VALUE: MEASURABLE VS. IMMEASURABLE
Immeasurable qualities of social media
• Customer Service – Your Online Casino Host
• Brand Engagement
• Crowd Sourcing
• Instant Feedback

MASTERMINDS
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
FAN VALUE: MEASURABLE VS. IMMEASURABLE

MASTERMINDS
Only looking for freebies
Guess what, so are your Rewards Club Members!
FAN VALUE: DEBUNKING MISCONCEPTIONS

MASTERMINDS
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
FAN VALUE: DEBUNKING MISCONCEPTIONS

MASTERMINDS
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)
FAN VALUE: DEBUNKING MISCONCEPTIONS

MASTERMINDS
Value is lower than standard club members
Your Facebook fan IS your Club Member
FAN VALUE: DEBUNKING MISCONCEPTIONS

MASTERMINDS
Slot Tournaments
• Register on Facebook, play at the Casino
CLIENT FireKeepers Casino
DATE 10.21.11
PROJECT Fan Appreciation Slot Tournament App JOB# 12933
Reveal Tab
CLIENT FireKeepers Casino
DATE 10.21.11
PROJECT Fan Appreciation Slot Tournament App JOB# 12933
Pre-Like Tab
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS

MASTERMINDS
T-Shirt Giveaway
• Fans picked T-Shirt, redeemed in Casino
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS

MASTERMINDS
$1,000,000 Giveaway
• 100,000 Fan Celebration with $10 Free Play for all guests
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
CLIENT FireKeepers Casino DATE 4.19.12
PROJECT 100,000 FB Fan App JOB# FK-14224
TITLE Reveal

MASTERMINDS
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!
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS

MASTERMINDS
FAN ACQUISITION
Inclusion in all current mediums
On Property
• Rack Cards, Digital Displays, Posters

MASTERMINDS
Inclusion in all current mediums
On Property
• Rack Cards, Digital Displays, Posters
Online
• Online Advertising, Website, Include link in all Eblasts
FAN ACQUISITION

MASTERMINDS
Inclusion in all current mediums
On Property
• Rack Cards, Digital Displays, Posters
Online
• Online Advertising, Website, Include link in all Eblasts
Mass Media
• Include a tag in current advertising (especially TV)
FAN ACQUISITION

MASTERMINDS
Engaging content
If you’re interesting, fans will spread the word
• Likes, Shares, Comments = new fans
FAN ACQUISITION

MASTERMINDS
Engaging content
If you’re interesting, fans will spread the word
• Likes, Shares, Comments = new fans
FAN ACQUISITION

MASTERMINDS
Engaging content
If you’re interesting, fans will spread the word
• Likes, Shares, Comments = new fans
FAN ACQUISITION

MASTERMINDS
Paid Facebook Ads
Social Media isn’t free
• General Ads vs. Sponsored Stories
• Ads = Awareness, Sponsored Stories = Likes
FAN ACQUISITION

MASTERMINDS
SOCIAL MEDIA MANAGERS:
WHY YOU NEED ONE & HOW TO FIND ONE
//

MASTERMINDS
GROWING SOCIAL MEDIA SPEND
57%
Somewhat more resources
Substantially more resources
Will remain unchanged
39%
5%
Source: Buddy Media / booz&co: Campaigns to Capabilities Social Media Marketing 2011

MASTERMINDS
INVESTMENTS IN SOCIAL SPENDING
Services
provided
by partners
Creating
more content
Media
buyers
Consulting/other
professional
services
IT Systems/
partnerships
Hiring contractors,
freelancers,
or part-time
employees
57%
48%
39% 38%
25%
16% 14%
Source: Buddy Media / booz&co: Campaigns to Capabilities Social Media Marketing 2011
Hiring full-time
employees

MASTERMINDS
SOCIAL MEDIA MANAGER

MASTERMINDS
SOCIAL MEDIA MANAGERS

MASTERMINDS
JOB TITLES
• Community Director
• Community Manager
• Social Media Manager
• Social Media Strategist
• Engagement Manager
• Content Strategist
• Social Marketing Manager
• Conversation Manager
• Analytics Manager
• Integrated Media Manager
• Application Developer

MASTERMINDS
FUNCTIONS
Community Management – listen, respond and converse
Strategy – effectively integrate social into marketing plans
Content Development – create relevant and interesting content
Measurement – set and measure KPIs

MASTERMINDS
KNOW THE MEDIUMS

MASTERMINDS
KNOW THE PROPERTY MARKETING
STRATEGY & BRAND

MASTERMINDS
EXTENSIVE PROPERTY KNOWLEDGE

MASTERMINDS
CUSTOMER-SERVICE ORIENTED

MASTERMINDS
INTERACTIVE SKILLS

MASTERMINDS
CREATIVE

MASTERMINDS
PROACTIVE

MASTERMINDS
TIME

MASTERMINDS
LET’S TALK
Andrea Janssen
Social Media Manager
MASTERMINDS
Jeff LaFrance
Director of Marketing Events
FIREKEEPERS CASINO
Noah Besheer
Interactive Media Specialist
LUMIÈRE PLACE & RIVER CITY CASINOS

MASTERMINDS
SOCIAL MEDIA MANAGERS:
WHY YOU NEED ONE & HOW TO FIND ONE
//

MASTERMINDS
SOCIAL MEDIA AND ONLINE GAMING:
The Rise of Social Gaming
//
Speaker: Charles Harper
Vice President of Business Development
DOUBLEDOWN INTERACTIVE

Social Media & Online Gaming:
The Rise of Social Gaming

Once upon a time…. One Year Ago
Source: Mashable, October 2011

Casual Games + Social Network
Billions and Billions
Source: Mashable, October 2011

Everybody plays games!
Source: Mashable, October 2011

THAT WAS THEN,
THIS IS NOW…

Social Gaming Snapshot Today
• Social Casino Games will reach $1.6 Billion this year
• Social Casino Games growing to $2.4 Billion in 2015
• Social Casino Gaming revenue in the US alone hit 64.7 Million in
July 2012
• Social Gaming MAUs expected to hit 33.4% of all Social Games
player by 2013
• Slot players outspend Table Game Players 3.5X1
• Slot player ARPPU is almost $20 higher than Social Poker ARPPU
(June/July 2012)
• The Social Casino audience has doubled since 2010
Superdata “Social Game Metrics” study, August 2012

Slot games are big on Facebook
Facebook Daily Active Users
Slingo by Zynga – 2.9m
Slotomania by Caesars – 2.1m
DoubleDown Casino by IGT – 1.5m
Games By GSN Game Show Network – 1.3m
Lucky Slots by Blue Shell Games – 840,000
Source: AppData.com (as of 9/19/12)

Social Gaming Vs. Online Gambling
• More than 235M MAU’s playing Facebook
games*
• The social gaming market is expected to
grow to $5B by 2015**
• There are 53.4M people gambling online
worldwide***
Sources: *Mark Zuckerberg at TechCrunch Disrupt’, 8/12
**Business Insider ,4/11; ***Superdata, 8/12

The Rise Of Social Gaming…
• Players demand
– A meta-game
– Social experiences - they can play with their
friends
– More casual, less threatening environments to
play

The Future
• Online gambling will fundamentally change
to reach the larger audience
• Sites will become more like social gaming
sites with wagering… or social gaming
sites will become gambling sites
• Gambling sites will no longer be narrowly
focused

Current Online Gambling Sites

Popular Social Game Sites

Online Gambling vs. Social Gaming
Inviting
Simple
Social
Friendly
Easy
Unthreatening
Fun
Off-putting
Complex
Solitary
Unfriendly
Hard
Threatening
Not Fun

Online Gambling Becomes Social

Summary
• Online gambling will become more like
social gaming
• The rapid growth of online casino games
can’t be ignored, by 2015 they will
represent 50% of social gaming revenue

Questions?

Questions?
Charles Harper,
Vice President of Business Development,
DoubleDown Interactive / IGT

MASTERMINDS
ONCE A WINNER:
Engaging Your Customers
Outside The Casino
//

MASTERMINDS
• Increase the number of people who “Like” your page
• Facebook = database that you can remarket to daily
• Collect valuable customer information
• Find out who your fans are
• Grow your email database
• Engage people with your property
• Remind people why they need to keep coming back!
WHAT’S IN IT FOR ME?//

MASTERMINDS
• Increase the number of people who “Like” your page
• Facebook = database that you can remarket to daily
• Collect valuable customer information
• Find out who your fans are
• Grow your email database
• Engage people with your property
• Remind people why they need to keep coming back!
WHAT’S IN IT FOR ME?//

MASTERMINDS
WHAT’S IN IT FOR ME?//
• Increase the number of people who “Like” your page
• Facebook = database that you can remarket to daily
• Collect valuable customer information
• Find out who your fans are
• Grow your email database
• Engage people with your property
• Remind people why they need to keep coming back!

MASTERMINDS
CASE STUDIES//

MASTERMINDS
JUMP ON THE
FANWAGON//

MASTERMINDS
• Friendly, “come as your are” atmosphere
• Warren the Steer
• Know what their fans like
JUMP ON THE FANWAGON//

MASTERMINDS
JUMP ON THE FANWAGON//
• Friendly, “come as your are” atmosphere
• Warren the Steer
• Know what their fans like

MASTERMINDS
JUMP ON THE FANWAGON - GOALS//
• Increase number of “Likes” on their page
• Collect fan information
• Increase engagement

MASTERMINDS
JUMP ON THE FANWAGON -
HOW IT WORKED
//
• “Like” the page
• Tiered giveaway
• More Likes =
Better Prizes

MASTERMINDS
JUMP ON THE FANWAGON -
WHAT THEY GAVE AWAY
//
• 100 Pies
• 50 Buffets
• 25 Slot Play
Vouchers
• 10 Dinners
for Two
• 1 VIP Package

MASTERMINDS
JUMP ON THE FANWAGON -
HOW THEY PROMOTED IT
//
• Website
• Eblast
• FB Ads
• Dedicated Postcard
• On-property Scenes
• Outdoor
• Frequent FB Posts

MASTERMINDS
JUMP ON THE FANWAGON -
HOW IT DID
//
• Reached 3,000 “Likes”
in just over one month
• Ran Jump on the
Fanwagon II
• Got to 7,000 “Likes”
in less than one month
• Customer feedback was
overwhelmingly positive

MASTERMINDS
JUMP ON THE FANWAGON -
WHY IT’S GREAT
//
• Tied the promo
into their brand
voice
• Low barrier
to entry
• Generated lots of
buzz and excitement
on their page
• Encouraged sharing

MASTERMINDS
HOLLYWOOD
PREMIERE//

MASTERMINDS
HOLLYWOOD PREMIERE - GOALS//
• Generate buzz about their grand opening
• Increase number of “Likes” on their page

MASTERMINDS
HOLLYWOOD PREMIERE - HOW IT WORKED//
• “Like” the page
• Answer the question:
What are you looking
forward to most about
Hollywood Casino?
• Answers were displayed
on the app for all to see
• The best entries were
featured in posts on
their page

MASTERMINDS
HOLLYWOOD PREMIERE -
WHAT THEY GAVE AWAY
//
• Grand Opening Passes
• Dinner at the Steakhouse
• VIP Passes to the
NASCAR Meet ‘n’ Greet

MASTERMINDS
HOLLYWOOD PREMIERE -
HOW THEY PROMOTED IT
//
• Featured on Website
• Frequent FB Posts

MASTERMINDS
HOLLYWOOD PREMIERE - WHY IT’S GREAT//
• Got fans talking
and thinking
about Hollywood
• Created shareable,
user-generated
content for Facebook
• Had a very relevant
prize for the audience
and for the promo

MASTERMINDS
ELVIS THE KING™
IS IN THE BUILDING
PHOTO CONTEST//

MASTERMINDS
ELVIS THE KING™
- GOALS//
• Generate buzz about
the exclusive launch of
Elvis the King™
• Invite trial by new players
• Drive incremental trips
to properties
• Drive incremental play
• Drive new mychoice®
players club sign-ups
• Increase number of
“Likes” on their pages

MASTERMINDS
ELVIS THE KING™
- HOW IT WORKED//
• Snap a photo with the Elvis
standee located on property
• “Like” the page
• Submit your photo
• Get friends to vote
• Some apps also included an
exclusive slot play offer

MASTERMINDS
ELVIS THE KING™
- WHAT THEY GAVE AWAY//

MASTERMINDS
ELVIS THE KING™
- HOW THEY PROMOTED IT//
• Elvis “Sightings”
Facebook posts
• Database mailer
inclusion
• Eblast
• On-property poster
• Digital signage
• Billboard

MASTERMINDS
ELVIS THE KING™
- WHY IT’S GREAT//
• Got fans talking and
thinking about Elvis the
King™ slot machines
in a fun way
• Created shareable,
user-generated content
for Facebook
• Had a very relevant prize
for the audience and for
the promo
• Coin-in on the Elvis the
King™ slot machines was
up to 50% higher than
the casino floor average

MASTERMINDS
KEY TAKEAWAYS//
• Use promotions to get
people talking
• Use apps
• Know your brand and
your customer
• Choose an appropriate
barrier to entry
• Promotion, promotion,
promotion!

MASTERMINDS
KEY TAKEAWAYS//
• Use promotions to get
people talking
• Use apps
• Know your brand and
your customer
• Choose an appropriate
barrier to entry
• Promotion, promotion,
promotion!

MASTERMINDS
KEY TAKEAWAYS//
• Use promotions to get
people talking
• Use apps
• Know your brand and
your customer
• Choose an appropriate
barrier to entry
• Promotion, promotion,
promotion!

MASTERMINDS
KEY TAKEAWAYS//
• Use promotions to get
people talking
• Use apps
• Know your brand and
your customer
• Choose an appropriate
barrier to entry
• Promotion, promotion,
promotion!

MASTERMINDS
KEY TAKEAWAYS//
• Use promotions to get
people talking
• Use apps
• Know your brand and
your customer
• Choose an appropriate
barrier to entry
• Promotion, promotion,
promotion!

MASTERMINDS
QUESTIONS?//

MASTERMINDS
ONCE A WINNER:
Engaging Your Customers
Outside The Casino
//

MASTERMINDS
SOCIAL MEDIA MEASUREMENT
The Most Valuable Metrics
//

MASTERMINDS
WHAT A MONTHLY
REPORT SHOULD INCLUDE:
//
• Size of Your Databases
• Who’s Talking About You
• Engagement Level
• Total Reach
• Total Impressions
• Unique Email Opt-ins Collected
• Unique Players Club Numbers Collected

MASTERMINDS
SIZE OF YOUR DATABASES//
• Likes
• Followers
• Subscribers

MASTERMINDS
WHO’S TALKING ABOUT YOU//
• Talking About This
• The number of unique individuals who have
created a story about your Facebook Page
• Types of stories include:
• Liking your Facebook Page
• Liking, commenting on, or sharing a
post from your Facebook Page
• Answering a question you asked on your Page
• Responding to an event you posted on your Page
• Mentioning your Page within their own posts
• Tagging your Page in an uploaded picture
• Checking in to or recommending your Facebook Place

MASTERMINDS
WHO’S TALKING ABOUT YOU//
• Talking About This
• The number of unique individuals who have
created a story about your Facebook Page
• Types of stories include:
• Liking your Facebook Page
• Liking, commenting on, or sharing a
post from your Facebook Page
• Answering a question you asked on your Page
• Responding to an event you posted on your Page
• Mentioning your Page within their own posts
• Tagging your Page in an uploaded picture
• Checking in to or recommending your Facebook Place

MASTERMINDS
WHO’S TALKING ABOUT YOU//
• Twitter
• Retweets
• @Mentions
• Pinterest
• Repins
• Google +
• +1s
• Shares

MASTERMINDS
ENGAGEMENT LEVEL
• Shows the overall health of your Facebook page
• Average engagement level among
casinos is between 4-6%

MASTERMINDS
ENGAGEMENT LEVEL
• Shows the overall health of your Facebook page
• Average engagement level among
casinos is between 4-6%

MASTERMINDS
ENGAGEMENT LEVEL
# of people
“Talking About This”
÷
# of Likes on your page
Engagement Level
=
• Shows the overall health of your Facebook page
• Average engagement level among
casinos is between 4-6%

MASTERMINDS
ENGAGEMENT LEVEL
• Where to find it
• Engagement Level = 24%

MASTERMINDS
ENGAGEMENT LEVEL
Property
Spa Resort Casino 14,854 3,626 24%
2%
10%
194,108 4,670
110,962 10,554
Pechanga
Resort Casino
Cosmopolitan
Likes Talking About This Engagement Level

MASTERMINDS
TOTAL REACH AND IMPRESSIONS

MASTERMINDS
TOTAL REACH AND IMPRESSIONS
• Total Reach: The unique number of people who saw
any content associated with your page (including
Ads/Sponsored Stories).
• Total Impressions: The total number of times your
content was viewed by Facebook users.

MASTERMINDS
TOTAL REACH AND IMPRESSIONS
• Total Reach: The unique number of people who saw
any content associated with your page (including
Ads/Sponsored Stories).
• Total Impressions: The total number of times your
content was viewed by Facebook users.

MASTERMINDS
TOTAL REACH AND IMPRESSIONS
• Facebook

MASTERMINDS
TOTAL REACH AND IMPRESSIONS
• Other social networks

MASTERMINDS
EMAIL OPT-INS AND
PLAYERS CLUB NUMBERS
//
• Collected through promotions
• Find out who your fans and followers
are and what they’re worth

MASTERMINDS
AVERAGE VALUE OF A FOLLOWER ON
YOUR SOCIAL MEDIA CHANNELS
//

MASTERMINDS
QUESTIONS?//

MASTERMINDS
SOCIAL MEDIA MEASUREMENT
The Most Valuable Metrics
//

MASTERMINDS
THE BEST OF THE BEST
IN CASINO SOCIAL MEDIA
//

MASTERMINDS

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Monte Carlo Resort and Casino
Best App / Interactive Game

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Foxwoods Resort Casino
Best Facebook Promotion

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Isle of Capri
Casino Hotel Boonville
Best Use of Social for Public Relations

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Pechanga Resort Casino
Best Use of Video

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River City Casino
Best Use of Twitter

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Revel Resorts, Atlantic City
Best Use of Instagram

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Barona Resort Casino
Best Use of Pinterest

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Pechanga Resort Casino
Best Online-Meets-Offline Promotion

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Boyd Gaming
Best Multi-Property Branding Initiative

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Best in Show

MASTERMINDS
LEARN FROM THE BEST:
SOCIAL MEDIA MAVENS
//
Moderator: Ryan Leeds
Vice President, Strategy
MASTERMINDS
Jeffrey LaFrance
Director of Marketing Events
FIREKEEPERS CASINO, BATTLE CREEK MICHIGAN
Eric Petersen
Director of New Media
CAESARS ENTERTAINMENT INC.
Noah Besheer
Interactive Media Specialist
LUMIÈRE PLACE CASINO HOTELS – RIVER CITY CASINO
FOUR SEASONS HOTEL ST. LOUIS
Brian Best
Corporate Vice President of E-Commerce
BOYD GAMING
Panelists:

MASTERMINDS
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Presented by: