The Good and Bad of Social Media Marketing: Confessions of a Shrewd Social Media Marketer

•

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Not every marketing problem requires a social media marketing hammer to fix it. Understanding the strengths and limitations of social media marketing can build a stronger brand, deliver better customer service and create measurable results tied to concrete business objectives. In this session, participants will see real-world examples of how gaming properties succeed and fail in social media marketing while walking away with actionable tips to improve your property's performance.

Soziale Medien

AGENDA
• What’s going on today?
• What tactics work?
• Who’s doing well?

How are YOU feeling about
social media in 2018?
• I use social media more than I ever have. 
• I’m not satisfied but old habits are hard to break. 
• I’m finding other things to do, but I pop in sometimes. 
• I’ve gone dark.

https://www.usatoday.com/story/tech/2018/01/11/facebook-newsfeed-big-change/1023331001/

https://www.usatoday.com/story/tech/news/2018/01/19/facebook-survey-users-whats-trusted-news-source/1049573001/

https://www.usatoday.com/story/tech/news/2018/02/13/breaking-up-facebook-users-confess-theyre-spending-less-time/319672002/

https://www.usatoday.com/story/tech/news/2018/02/13/breaking-up-facebook-users-confess-theyre-spending-less-time/319672002/
“Facebook used
to be one of the
happiest places
on earth.”

Most Popular Social Network Sites Worldwide by Active Users (January 2018)
https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
200
255
260
330
800
2167
0 500 1000 1500 2000 2500
Pinterest
Snapchat
LinkedIn
Twitter
Instagram
Facebook
Values are hundreds of millions

DEVICE USAGE
https://www.smartinsights.com/wp-content/uploads/2018/01/Consumer-smartphone-usage-differences-between-countries.png

DEVICE USAGE BY TIME OF DAY
https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

MOBILE FIRST
• Create campaigns with a mobile first mentality.  
• Users spend on average 69% of their media time
on smartphones.  
• 80% of social media time is spent on a mobile
device.

https://www.fool.com/investing/2018/02/01/facebook-earnings-controversy-aside-ad-revenue-is.aspx

FACEBOOK CUSTOM
AUDIENCES CASE STUDY
• Using Custom Audience targeting to boost event participation  
among casino players was a success.
• The campaign ran for four days and cost less than $17.  
During that time, messaging reached nearly 600 players.
• Directly attributed to five reservations and played a role  
in dozens of others.
• The incremental revenue from just the five confirmed reservations  
was $4,600, giving the campaign a return on ad spend of 271%.

PAID ADS
• Organic reach and impressions are limited. 
• Multiple objectives.  
• Hyper-targeting ability.

https://blog.kissmetrics.com/online-reviews/

CHATBOTS
• Automate incoming messages. 
• Lead guests down a path.  
• More than 100,000 chatbots in use on
Facebook Messenger.

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The Good and Bad of Social Media Marketing: Confessions of a Shrewd Social Media Marketer

2. AGENDA • What’s going on today? • What tactics work? • Who’s doing well?

3. POLL

4. How are YOU feeling about social media in 2018? • I use social media more than I ever have.  • I’m not satisfied but old habits are hard to break.  • I’m finding other things to do, but I pop in sometimes.  • I’ve gone dark. 

6. https://www.usatoday.com/story/tech/2018/01/11/facebook-newsfeed-big-change/1023331001/

7. https://www.usatoday.com/story/tech/news/2018/01/19/facebook-survey-users-whats-trusted-news-source/1049573001/

8. https://www.usatoday.com/story/tech/news/2018/02/13/breaking-up-facebook-users-confess-theyre-spending-less-time/319672002/

9. https://www.usatoday.com/story/tech/news/2018/02/13/breaking-up-facebook-users-confess-theyre-spending-less-time/319672002/ “Facebook used to be one of the happiest places on earth.”

10. https://www.usatoday.com/story/tech/news/2018/02/13/breaking-up-facebook-users-confess-theyre-spending-less-time/319672002/

11. 2,500,000,000

12. Most Popular Social Network Sites Worldwide by Active Users (January 2018) https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ 200 255 260 330 800 2167 0 500 1000 1500 2000 2500 Pinterest Snapchat LinkedIn Twitter Instagram Facebook Values are hundreds of millions

13.

14. TACTICS

15.

16. 360 DEGREES OF DIGITAL MARKETING Website SEO PPC Brand Monitoring Outbound Email Lead Nurturing Social Media Content Marketing Customer Journey

17. BUILD AWARENESS Homepage

18. TAKE ACTION Landing Page

19. BUILD AWARENESS Facebook

20. BUILD AWARENESS Instagram

21. Twitter BUILD AWARENESS

22. Retargeting BUILD AWARENESS

23. BUILD AWARENESS

24. • Website • SEO • PPC • Brand Monitoring TAKE A 360 VIEW • Everything works together. • Outbound Email • Lead Nurturing • Social Media • Content Marketing

25.

26. DEVICE USAGE https://www.smartinsights.com/wp-content/uploads/2018/01/Consumer-smartphone-usage-differences-between-countries.png

27. DEVICE USAGE BY TIME OF DAY https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

28. MOBILE FIRST • Create campaigns with a mobile first mentality.   • Users spend on average 69% of their media time on smartphones.   • 80% of social media time is spent on a mobile device.

29.

30. https://www.fool.com/investing/2018/02/01/facebook-earnings-controversy-aside-ad-revenue-is.aspx

31. FACEBOOK ADVERTISING OBJECTIVES

32. FACEBOOK CUSTOM AUDIENCES CASE STUDY • Using Custom Audience targeting to boost event participation   among casino players was a success. • The campaign ran for four days and cost less than $17.   During that time, messaging reached nearly 600 players. • Directly attributed to five reservations and played a role   in dozens of others. • The incremental revenue from just the five confirmed reservations   was $4,600, giving the campaign a return on ad spend of 271%.

33. PAID ADS • Organic reach and impressions are limited.  • Multiple objectives.   • Hyper-targeting ability. 

34.

35. https://blog.kissmetrics.com/online-reviews/

36. BRAND MONITORING • Address comments in 24 hours.  • Have a plan, protocols and a team in place.   • Address people as though they were standing in front of you.

37.

38. THE VENETIAN LAS VEGAS

39. SNAP TRAVEL

40. CHATBOTS • Automate incoming messages.  • Lead guests down a path.   • More than 100,000 chatbots in use on Facebook Messenger.

41.

42. SNAPCHAT AND INSTAGRAM STORIES

43. GET EPHEMERAL • Increase brand awareness through storytelling.  • Instagram Stories and Snapchat.   • Content that will disappears within 24 hours.   • Utilize geo-filters.

44. REACH FOR THE SKY

45.

46.

47. ORGANIC CONTENT

48. ORGANIC CONTENT

49. BRAND MONITORING

50. THANK YOU!

51. QUESTIONS

52. William Crozer wcrozer@wideawakenv.com 775.334.2700 www.wideawakenv.com 1. 360 View of Digital Marketing 2. Mobile First 3. Paid Social is Essential 4. Brand Monitoring 5. Explore Chatbots 6. Ephemeral Content RECAP Effective Social Media Marketing Tactics

The Good and Bad of Social Media Marketing: Confessions of a Shrewd Social Media Marketer

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