Betting on Social Content

Transcription

1 Betting on Social Content MGM Resorts International BEVERLY W. JACKSON VP SOCIAL MEDIA AND CONTENT STRATEGY February 2016

2 4 MGM RESORTS INTERNATIONAL 2

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6 OUR MISSION: IS A SIMPLE ONE MGM RESORTS INTERNATIONAL 6

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9 SCALE

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11 ORGANIZATION & LEADERSHIP

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13 ROADMAP 13

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16 BUILDING A TEAM CULTURE AOR

17 CENTRALIZED SOCIAL ORGANIZATION VP Beverly Jackson E.A. Sara Buckley Director of Brand Ericka Kurtz Director of Optimization Paul Sturm Director of Entertainment & F&B Core Manager Evan Breckenridge Core Brand Strategist Corporate Brand Strategist Kayla Johnson Luxury Manager Lewis Smith Social Media Reputation Strategist Naomi Rucker Optimization Manager Blair Mosberg Arena Manager OPEN Entertainment Manager Stephanie Caragan Core Strategist Morgan Pittala Core Strategist Luxury Strategist Tyler Tucky Luxury Strategist Jessica Dove Regional Properties Entertainment Strategist James Franklin Entertainment Strategist Caroline McBride Entertainment Strategist Charles Childers 17

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20 HOW WE TALK ABOUT OUR PROPERTIES MGM RESORTS MGM RESORTS We talk about all our properties: We talk about all our As an all-encompassing properties: As an all- experience From an insider encompassing point of view experience We re always smart & helpful Credible & savvy From an insider point of view We re always smart & helpful Credible & savvy INDIVIDUAL BRANDS INDIVIDUAL BRANDS Each brand has its own unique point point of view. of view. Each brand has its own These individual voices These are thematic individual and voices focused. are thematic and focused MGM RESORTS INTERNATIONAL 20

21 WHY SOCIAL 21

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24 TARGETING

25 LOYALISTS 4 MGM RESORTS INTERNATIONAL 25

26 ADVOCATES 4 MGM RESORTS INTERNATIONAL 26

27 EMPLOYEE ENGAGEMENT 4 MGM RESORTS INTERNATIONAL 27

28 LEAD GENERATION 28

29 POSITIONING OUR BRANDS ON SOCIAL 29

30 OUR BRAND IS that of an insider, a Vegas VIP. always approachable. a global voice. We are the ultimate entertainment authority. MGM RESORTS INTERNATIONAL 30

31 OUR TONE IS EPIC FUN LOVING WORLDCLASS MGM RESORTS INTERNATIONAL 31

32 CONTENT FORMAT HYGIENE HUB HERO MGM RESORTS INTERNATIONAL 32

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34 E-COMMERCE INTERNAL COMMUNITY DISCOVER Y INTERACTIVE STORYTELLING MGM RESORTS INTERNATIONAL 34

35 CONTENT MIXOLOGIST

36 HOW IT WORKS Channel Theme DISCOVERY Role in Achieving Brand Goals DRIVES ALL THREE KEY GOALS Target Audience Brand Loyalists Property Advocates New Leads Employees Channel Options Why This Channel These channels are highly searchable discovery channels that allow for two-way brand communication outside of our existing audience. INTERACTVE STORYTELLING DRIVES SOME OF THE BRAND GOALS Brand Loyalists Property Advocates Employees Real-time storytelling channels that give the audience a deeper understanding of the brand through personal interaction. INTERNAL COMMUNITY DRIVES ONE KEY GOAL Employees A specialized channel that employees can use to align themselves with the brand and advocate the brand message. MGM RESORTS INTERNATIONAL 36

37 BUDGETING

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39 MEASURABLE PER CHANNEL Shares Likes Replies Views Clicks Views Re-Pins Engagement Rates Comments Positive conversation Click-Throughs Interactions Screenshots Click-Throughs Click-Throughs Video Views Community Size? Retweets Engagement Rate Community Size MGM RESORTS INTERNATIONAL 39

40 CREDIBILITY SILENCES NOISE 40

41 #LOOKBACK15 41

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43 CAMPAIGN RESULTS: SUCCESS #LookBack15 trended multiple times on Twitter #LookBack15 climbed the ranks in trends over the weekend The more time spent trending increases the opportunity for discovery on Twitter, which increases MGM Resorts exposure It was a major accomplishment to trend during this timeframe and breakthrough the clutter of content as other popular trending topics were #NYE2016 and #MondayMotivation 43

44 YEAR-END CAMPAIGN RECAP Engagements on #LookBack15 content accounted for 21% of organic engagement on MGM Resorts International s Facebook page for all of 2015 and 3% of organic engagement on Twitter for all of Total Facebook Impressions from all organic content and the Teaser video campaign is 8,039,625. o There was a total of 1,024,235 engagements on Facebook Projected reach on Twitter was 14,114,735. The MGM Resorts International Facebook post with the Arena time-lapse video garnered the most engagements of any MGM Resorts International Facebook post in MGM Resorts International s Facebook page grew by 1,462 Likes during the campaign. 44

45 SNAPCHAT ACTIVATION Media coverage helped to drive this story on social 45

46 SNAPCHAT ACTIVATION Luxor received 2.2 million+ impressions on SnapChat 46

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48 FOCUS

49 Effective social content is relevant, timely and authentic. 49

50 SO MUCH MORE 50

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52 BEVERLY W.