Powering Experiences Through Video Content
Data and Content
BEVERLY W. JACKSON @BEVJACK
DECEMBER 2017
MGM RESORTS INTERNATIONAL
OUR MISS ION: I S A S IMPLE ONE
BELLAGIO ARIA VDARA MGM GRAND SIGNATURE MANDALAY BAY DELANO
MIRAGE BEAU RIVAGE BORGATA MGM GRAND DETROIT MGM NATIONAL HARBOR MGM SPRINGFIELD MGM MACAU
M G M R E S O R T S L U X U R Y D E S T I N AT I O N S
M G M R E S O R T S D E S T I N AT I O N S
MONTE CARLO NEW YORK-NEW YORK LUXOR EXCALIBUR CIRCUS CIRCUS GOLD STRIKE
MGM RESORTS INTERNAT IONAL
MGM RESORTS, WHERE THE WORLD COMES TO PLAY
CELEBRATING THE SPECIAL MOMENTS
DRIVING LOYALTY
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A CULTURE OF DATA DR IVEN CONTENT
PEOPLE TOOLS PROCESS
CONTENT
INSIGHTS
PERSONALIZATION & PERFORMANCE
NIMBLE MEDIA INVESTMENT & CONTENT
STRATEGY
DIGITAL STOREFRONT
A DATA CENTRIC STRATEGY
CLARITY OF GOALS, PURPOSE AND
OBJECTIVE
VIDEO TRENDS EPISODIC CONTENT
LIVE VIDEO INFLUENCERS
KPIs
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VIDEO STRATEGY
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CONTENT TYPE - VIDEO GROWTH YoY Thegrowthofvideocontentproducedisdirectlyresponsibleforthegrowthinbrandawareness,accountgrowthandorganicengagement.Strategically,theuseofvideobythesocialmediateamincludedstaffingdecisionbasedonvideoskills,theuseoflivevideo,videobasedcontentseriesandepisodicvideoprogramming.AccordingtoSocialBakersinareportlastFebruarywhichshowedthatvideopostsonFacebookweregeneratingthemostorganicreachofanyposttype.Videoisexpectedtoaccountforthree-quartersofallmobiletrafficby2020.Anotherindustryreportindicates,nearly80percentofallsocialmediatimeisspentonmobile.
Photos 2016
Photos 2015
Volume Change Variance
Videos 2016
Videos 2015
Volume Change Variance
BRAND
ARIA 348 169 179 106% 38 13 25 192%
Bellagio 419 182 237 130% 61 17 44 259%
MGM Grand 416 186 230 124% 94 3 91 3033%
Mandalay Bay 407 168 239 142% 102 28 74 264%
Delano 252 177 75 42% 74 17 57 335%
The Mirage 278 187 91 49% 41 11 30 273%
Excalibur 422 193 229 119% 38 4 34 850%
Luxor 375 188 187 99% 51 8 43 538%
Monte Carlo 381 188 193 103% 133 7 126 1800%
NYNY 443 174 269 155% 25 4 21 525%
Vdara 315 178 137 77% 20 12 8 67%
Signature 86 156 -70 -45% 1 4 -3 -75%
MGM Resorts 596 166 430 259% 131 32 99 309%
M Life Rewards 389 171 218 127% 53 23 30 130%
MGM RESORTS INTERNATIONAL
REAL TIME ORGANIC CONTENT PERFORMANCE
TELL GOOD STORIES
December 12, 2017 18
EFFECTIVE (SOCIAL) CONTENT IS RELEVANT,
TIMELY AND AUTHENTIC.
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20
LEVERAGE VIDEO TRENDS
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CROSS-CHANNEL PROMOTION
FROM THE B IG SCREEN TO THE MOBILE SCREEN
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25
EPISODIC CONTENT
26
LIVE VIDEO
#L iveF romLV Innovation
• Largest social live-streaming activation of its kind, ever • True strategic partnership with Twitter • Incredible content on a new scale Multi-Touch Point/Multi-Property
• 12 brands participated as did dozens of venues: ARIA, Vdara, MGM Grand, Signature, Mandalay Bay, Delano, NYNY, Monte Carlo, Excalibur, Luxor, Park Vegas, Park Theater
• Strip Marquees UGC generated significant interaction • Branded giveaways with campaign hashtag were
extremely popular Influencers Increase Reach
• Joint Paid and Organic Influencer activation at scale • Twitter’s Niche Influencers generated double the
contracted amount of content at 32 posts • MGM Resorts Influencers delivered 213 Facebook and
Twitter posts • Estimated reach of these posts is 4.5 million users across
6 social media networks
COLLABORATION
30
KPIs
RESULTS MATTER.
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
31 MGM RESORTS INTERNATIONAL
SOCIAL MEDIA DR IVES WEB TRAFF IC
CONTENT REACH AND
ENAGEMENT
CONTENT REACH & ENGAGEMENT
BBMA + DRAKE + CHER
NHL AWARDS – JUNE 2017
EVERYONE LOVES A WINNER
MGM RESORTS INTERNATIONAL
As of January 24, 2017
MGM Social Media grew by an average of 38% in 2016!
947,836
224,106
195,589
935,816
268,676
81,582
1,211,964
359,430
165,826
486,100
240,786
92,862
531,036
260,402
131,005
488,287
445,550
81,680
237,075
27,709
61,703
370,516
156,198
85,543
267,734
627,615
133,798
+11.5%
+17.1%
+74.6%
+4.7%
+17.3%
+256%
+9.5%
+13.7%
+109%
+11.6%
+20.6%
+200%
+23.9%
+22.2%
+224%
+28.4%
+6.2%
+118%
+6.2%
+15.5%
+104%
+27.0%
+21.5%
+282%
+31.3%
+4.5%
+144%
850,257 893,884 1,106,650 435,469 428,602 380,286 223,158 291,828 203,885
191,375 229,083 316,042 199,731 212,965 419,729 23,995 128,573 60,344
112,000 22,900 79,500 31,000 40,400 37,500 30,300 22,400 54,800
SOCIAL MEDIA COMPET I T ION IS F IERCE
38 MGM RESORTS INTERNATIONAL
ThankyouandseeyouinVegas!