| Date post: | 17-Jul-2015 |
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Social Media |
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Social Media Measurement: The Most Valuable Metrics
ANDREA JANSSENSocial Media Manager Masterminds
NOAH BESHEER Interactive Media Specialist Pinnacle Entertainment
JON WANAMAKER Social Media Manager Hotel Marketing, Bellagio
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WHAT A MONTHLY REPORT SHOULD INCLUDE:
Size of your databases
Engagement
Reach
Impressions
Top-performing content
Verbatims
Cost per Acquisition
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Likes
Followers
Subscribers
SIZE OF YOUR DATABASES
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People Talking About This (PTAT)
The number of unique individuals who have created a story about your page
Types of stories include:
Liking your Facebook Page
Liking, commenting on or sharing a post
Responding to an event
Mentioning your Page within their own posts
Tagging your Page in a photo
Checking in to or recommending your casino on Facebook
ENGAGEMENT
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ENGAGEMENT
People Talking About This (PTAT)
The number of unique individuals who have created a story about your page
Types of stories include:
Liking your Facebook Page
Liking, commenting on or sharing a post
Responding to an event
Mentioning your Page within their own posts
Tagging your Page in a photo
Checking in to or recommending your casino on Facebook
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ENGAGEMENT
Shows the overall health of your Facebook Page
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ENGAGEMENT
Shows the overall health of your Facebook Page
Average engagement level among casinos is 4-5%
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Shows the overall health of your Facebook Page
Average engagement level among casinos is 4-5%
Number goes down to 2.5-2.75% when a page surpasses 100,000 fans
ENGAGEMENT
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EngagementLevel
Shows the overall health of your Facebook Page
Average engagement level among casinos is 4-5%
Number goes down to 2.5-2.75% when a page surpasses 100,000 fans
ENGAGEMENT
PTAT
# of Likeson your Page
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ENGAGEMENT
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ENGAGEMENT
Engagement Level
3.12%
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Retweets
Favorites
@Replies
Likes
Comments
Repins
Likes
Google +
+ 1s
Comments
Shares
Vine
Revines
Likes
Comments
ENGAGEMENT
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TOTAL REACH AND IMPRESSIONS
Reach: The unique number of people who saw any content associated with your page.
Impressions: The total number of times your content was viewed overall.
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FACEBOOK ANALYTICS
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TWITTER ANALYTICS
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PINTEREST ANALYTICS
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PAID ANALYTICS OPTIONS
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TOP-PERFORMING CONTENT
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VERBATIMS
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COST PER ACQUISITION
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Collect and track additional data
Emails
Players Club Numbers
ROI
SOCIAL PROMOTIONS
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TIMELINE
Good for: – Quick last-minute giveaways
Good for: – Lead generation – Cross-platform integration – Longevity
APP
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TIMELINE
Good for: – Quick last-minute giveaways
Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts)
Good for: – Lead generation – Cross-platform integration – LongevityPrizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.)
APP
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TIMELINE
Good for: – Quick last-minute giveaways
Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts)
Information Collected: – Name
Good for: – Lead generation – Cross-platform integration – LongevityPrizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.)Information Collected: – Name – Email (opt-ins) – Players Club # – Etc.
APP
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TIMELINE
Good for: – Quick last-minute giveaways
Prizes: – Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts)
Information Collected: – Name
Benefits: – Quick and easy to run – Short-term engagement boost**Word of warning:In an article about the recent News Feed changes, Facebook lists the following as one of the considerations for determining “quality content”:
“Is the content genuinely interesting to you or is it trying to gain News Feed distribution? (e.g. asking for people to like the content)”
Good for: – Lead generation – Cross-platform integration – LongevityPrizes: – Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.)Information Collected: – Name – Email (opt-ins) – Players Club # – Etc.Benefits: – Can be fan-gated – Launching and closing of the promotion is more controlled – More control over the look and feel – Plenty of room for legal content like rules, offer terms and eligibility requirements, acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook
APP
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Email Opt-ins
Players Club Numbers
TRACKING SUCCESS
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Average Value of Your Followers
TRACKING SUCCESS
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Redemption Rate
ROI
TRACKING SUCCESS
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Size of your databases
Engagement
Reach
Impressions
Top-performing content
Verbatims
Cost per acquisition
Email opt-ins
Value of your database
Redemption rate
ROI
WHAT YOU SHOULD BE TRACKING
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Noah Besheer Interactive Media Specialist Pinnacle Entertainment
CHEERS Slot Promotion
Overview: • First-in-market exclusive slot • Facebook caption contest • Winner received trip to Boston
CHEERS Slot Promotion
Goals: • Raise awareness for the game • Drive coin-in
CHEERS Slot Promotion
Results: • Cheers coin-in was 282% higher than casino floor average at all properties that ran the promo • Greater increase than our properties that did not run the promo
River City Hotel promotion
Overview: • Create buzz by giving one Facebook Fan a free night stay in the Presidential Suite of River City’s new hotel • Promotion was executed pre-opening
River City Hotel promotion
Goals: • Raise awareness for the hotel among the general public • Turn “our customers” into Facebook Fans
River City Hotel promotion
Results: • Teaser post had 2,400+ LIKES • Gained 900+ fans the day our player database e-mail dropped
Tweet What You Eat
Overview: • Guests post photos of the dishes on FB & Twitter for the chance to win a property gift card • Gets guests talking about our F&B for us
Tweet What You Eat
Goals: • 50+ photo entries • Drive people to the property
Tweet What You Eat
Results: • 83 photo entries between the two properties • People had to be on property to participate - drove trips
Social Media Reports
Overview: • Sent to our Executive team • Topics typically include:
• Promotion results • Best practices from our properties • New videos • Anything tied to ROI or creating guest loyalty
Facebook ticket pre-sales
Overview: • Tickets go on sale to our FB Fans before the general public • Pre-sale password and link is posted when we announce the show
Facebook ticket pre-sales
Goals: • Drive revenue via ticket sales • Offer a benefit for being a Facebook Fan
Facebook ticket pre-sales
Results: • Typically around 100 tickets per pre-sale • Bigger spike w/ promoted posts that target artist’s fan base • ROI is easy to track w/ code
Keys to measurement
• Set your goals ahead of time • “Why” you’re measuring is more important than “how” you’re measuring • Try to avoid layering • If something works, build on it next time
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Jon WanamakerSocial Media ManagerHotel Marketing, Bellagio
• Overall average campaign E/R = 24%
• Organic campaigns generated revenues of over $100k
• Benefit fan acquisition and engagement while driving bookings.
• Allow for Direct Response efforts from the Brand’s perspective.
Questions?
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