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

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

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

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

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

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

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

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

9. //CUSTOMERS – ON PROPERTY
MASTERMINDS

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

11. Sep 20 Retro Thursday with Groovy 7 8pm
//CUSTOMERS –
Sep 21
ON PROPERTY Junior and Sumtin Sneaky 9pm
Sep 22 Aaron Foret 9pm
Sep 23 Captain Charles 7pm
Sep 27 Retro Thursday with Groovy 7 8pm
O OMERS
Sep 28 Junior and Sumtin Sneaky 9pm
Retro Thursdays
Featuring Groovy 7
Sep 29 Contraflow
8pm • No Cover I V E A N D L O A D E
Sep 30 D
Captain Charles
B 9pm
7pm
L
Ladies Night
SEPTEMbER AT bOOMERS SM
Sep 1 MoJeaux 9pm
Sep 2 Captain Charles White Linen Party 7pm
Sep 6 Retro Thursday with Topcats 8pm
Sep 7 Groovy 7 9pm
/boomtownNewOrleans Sep 8 Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
Super Charger 9pm
Sep 9 Captain Charles 7pm
Captain Charles
Sep 13 Retro Thursday with Groovy 7 8pm
White Linen Party
Sunday, September 2 Sep 14 Junior and Sumtin Sneaky 9pm
7pm • No Cover Sep 15 Chee Weez 9pm
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20
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
Retro Thursdays Sep 29 Contraflow 9pm
Featuring Groovy 7
Sep 30 Captain Charles 7pm
8pm • No Cover
Ladies Night
/boomtownNewOrleans Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM
MASTERMINDS

12. //CUSTOMERS – EMAIL BLASTS
MASTERMINDS

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

14. //CUSTOMERS – WEB GRAPHIC
MASTERMINDS

15. //CUSTOMERS – MASS MEDIA
Entertainment.
It happens here.
Lee Greenwood ______________________
Job #: GS-12793
Client: Gold Strike
Title: Oct. Combo Ent Ad
FRI., nOv. 11 • 9 P.M. Publication: Memphis Flyer
Millennium Theatre
Color: 4/c
Trim: 9.35 x 12.4
24 95
Bleed: 0
$ (plus tax)
______________________
Date: 9/22/11
SAT., nOv. 26 • 8 P.M.
Millennium Theatre
$
29 95 (plus tax)
EnTERTAInMEnT
Gabby Johnson Trigger Proof
Oct. 6 - 8 Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M. Thu. - Sat. 9 P.M. - 2:30 A.M.
I’m Melody, your Ambassador of Fun. Chat with
me for inside access to everything Gold Strike.
facebook.com/GoldStrikeTunica twitter.com/GSTunica
| For tickets, call 888.747.7711 or visit goldstrike.com Winning. 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
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
MASTERMINDS

16. //CUSTOMERS – MASS MEDIA
EnTERTAInMEnT
Entertainment.
It happens here.
Gabby Johnson Trigger Proof
Oct. 6 - 8 Lee Greenwood 9 P.M. - 1 A.M.
Oct. 12 - 15 • Wed. ______________________
Job #: GS-12793
Thu. - Sat. 9 P.M. - 2:30 A.M. FRI., nOv. 11 • 9 Thu. - Sat. 9 P.M. - 2:30 A.M.
Client: Gold Strike
Title: Oct. Combo Ent Ad
P.M. Publication: Memphis Flyer
Millennium Theatre
Color: 4/c
Trim: 9.35 x 12.4
24 95
Bleed: 0
$ (plus tax)
______________________
Date: 9/22/11
I’m Melody, your Ambassador of Fun. Chat with
me for inside access to everything Gold Strike.
facebook.com/GoldStrikeTunica twitter.com/GSTunica
SAT., nOv. 26 • 8 P.M.
Millennium Theatre
$ 95
| For tickets, call 888.747.7711 or visit goldstrike.com 29 (plus tax)
Winning. 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
EnTERTAInMEnT
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
Gabby Johnson Trigger Proof
Oct. 6 - 8 Oct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M. Thu. - Sat. 9 P.M. - 2:30 A.M.
I’m Melody, your Ambassador of Fun. Chat with
me for inside access to everything Gold Strike.
facebook.com/GoldStrikeTunica twitter.com/GSTunica
| For tickets, call 888.747.7711 or visit goldstrike.com Winning. 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
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
MASTERMINDS

17. // PROMOTIONS
MASTERMINDS

18. // ENGAGING CONTENT
• See the content
MASTERMINDS

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

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

21. // ENGAGING CONTENT – EDGERANK
MASTERMINDS

22. // EDGERANK – TIME DECAY
MASTERMINDS

23. // EDGERANK – AFFINITY
MASTERMINDS

24. // EDGERANK – WEIGHT
MASTERMINDS

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

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

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

28. // PAID FACEBOOK MEDIA – PROMOTED POSTS
MASTERMINDS

29. //PAID FACEBOOK MEDIA – ADS
• Title
MASTERMINDS

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

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

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

33. //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

34. //PAID FACEBOOK MEDIA – ADS
TARGETING
MASTERMINDS

35. //PAID FACEBOOK MEDIA – ADS
TARGETING
MASTERMINDS

36. // FIREKEEPERS CASINO
Jeff LaFrance
Director of Marketing Events
MASTERMINDS

37. 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

38. 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

39. FAN VALUE: MEASURABLE VS. IMMEASURABLE
Immeasurable qualities of social media
• Customer Service – Your Online Casino Host
• Brand Engagement
• Crowd Sourcing
• Instant Feedback
MASTERMINDS

40. FAN VALUE: MEASURABLE VS. IMMEASURABLE
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
MASTERMINDS

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

42. FAN VALUE: DEBUNKING MISCONCEPTIONS
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
MASTERMINDS

43. FAN VALUE: DEBUNKING MISCONCEPTIONS
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)
MASTERMINDS

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

45. PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
Slot Tournaments
• Register on Facebook, play at the Casino DATE 10
.21.11
93 3
JOB# 12
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FireKeep lot Tourna
CLIENT n Appreciation S
Fa
PROJECT Pre-Like
Tab
CLIENT
FireKeep
PROJECT ers Casino
Fan Appre
ciation Slot DATE 10
Reveal Ta Tournam .21.11
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JOB# 12
93 3
MASTERMINDS

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

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

48. PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
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!
MASTERMINDS

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

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

51. FAN ACQUISITION
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)
MASTERMINDS

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

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

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

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