Measuring Success: Social Media Benchmarks

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If youre not benchmarking and measuring the success and progress of your social media program on a consistent and regular basis, youre missing a valuable opportunity to prove its worth and improve upon past results. In this session, we take a look at how different casinos handle reporting and what metrics are truly the most important. The different platforms and programs will be reviewed and the metrics of each are alike and are different.

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  • 1. Social Media Measurement: The Most Valuable MetricsANDREA JANSSENNOAH BESHEERJON WANAMAKERSocial Media Manager MastermindsInteractive Media Specialist Pinnacle EntertainmentSocial Media Manager Hotel Marketing, Bellagio2013

2. 2013 3. WHAT A MONTHLY REPORT SHOULD INCLUDE:Size of your databases Engagement Reach Impressions Top-performing content Verbatims Cost per Acquisition2013 4. SIZE OF YOUR DATABASESLikes Followers Subscribers2013 5. ENGAGEMENTPeople 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 Facebook2013 6. ENGAGEMENTPeople 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 Facebook2013 7. ENGAGEMENTShows the overall health of your Facebook Page2013 8. ENGAGEMENTShows the overall health of your Facebook Page Average engagement level among casinos is 4-5%2013 9. ENGAGEMENTShows 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 fans2013 10. ENGAGEMENTShows 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 fansPTAT # of Likes on your PageEngagement Level2013 11. ENGAGEMENT2013 12. ENGAGEMENTEngagement Level3.12%2013 13. ENGAGEMENTTwitter Retweets Favorites @RepliesInstagram Likes CommentsPinterest Repins LikesGoogle + + 1s Comments SharesVine Revines Likes Comments2013 14. TOTAL REACH AND IMPRESSIONSReach: The unique number of people who saw any content associated with your page. Impressions: The total number of times your content was viewed overall. 2013 15. FACEBOOK ANALYTICS2013 16. TWITTER ANALYTICS2013 17. PINTEREST ANALYTICS2013 18. PAID ANALYTICS OPTIONS2013 19. TOP-PERFORMING CONTENT2013 20. VERBATIMS2013 21. COST PER ACQUISITION2013 22. SOCIAL PROMOTIONSCollect and track additional data Emails Players Club Numbers ROI2013 23. TIMELINEAPPGood for: Quick last-minute giveawaysGood for: Lead generation Cross-platform integration Longevity2013 24. TIMELINEAPPGood for: Quick last-minute giveawaysGood for: Lead generation Cross-platform integration Longevity Prizes: Large prizes or gaming prizes that require regulator approval (VIP getaways, large amounts of slot play/cash, etc.)Prizes: Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts)2013 25. TIMELINEAPPGood for: Quick last-minute giveawaysGood for: Lead generation Cross-platform integration Longevity Prizes: 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.Prizes: Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) Information Collected: Name2013 26. TIMELINEAPPGood for: Quick last-minute giveawaysGood for: Lead generation Cross-platform integration Longevity Prizes: 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, FacebookPrizes: Last-minute giveaways, small prizes (i.e. concert tickets buffet passes, t-shirts) Information Collected: NameBenefits: 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)2013 27. TRACKING SUCCESSEmail Opt-ins Players Club Numbers2013 28. TRACKING SUCCESSAverage Value of Your Followers2013 29. TRACKING SUCCESSRedemption Rate ROI2013 30. WHAT YOU SHOULD BE TRACKINGSize of your databases Engagement Reach Impressions Top-performing content Verbatims Cost per acquisition Email opt-ins Value of your database Redemption rate ROI2013 31. Noah Besheer Interactive Media Specialist Pinnacle Entertainment2013 32. CHEERS Slot Promotion Overview: First-in-market exclusive slot Facebook caption contest Winner received trip to Boston 33. CHEERS Slot Promotion Goals: Raise awareness for the game Drive coin-in 34. 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 35. River City Hotel promotion Overview: Create buzz by giving one Facebook Fan a free night stay in the Presidential Suite of River Citys new hotel Promotion was executed preopening 36. River City Hotel promotion Goals: Raise awareness for the hotel among the general public Turn our customers into Facebook Fans 37. River City Hotel promotion Results: Teaser post had 2,400+ LIKES Gained 900+ fans the day our player database e-mail dropped 38. 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 39. Tweet What You Eat Goals: 50+ photo entries Drive people to the property 40. Tweet What You Eat Results: 83 photo entries between the two properties People had to be on property to participate - drove trips 41. 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 42. 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 43. Facebook ticket pre-sales Goals: Drive revenue via ticket sales Offer a benefit for being a Facebook Fan 44. Facebook ticket pre-sales Results: Typically around 100 tickets per pre-sale Bigger spike w/ promoted posts that target artists fan base ROI is easy to track w/ code 45. Keys to measurement Set your goals ahead of time Why youre measuring is more important than how youre measuring Try to avoid layering If something works, build on it next time 46. Jon Wanamaker Social Media Manager Hotel Marketing, Bellagio2013 47. 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 Brands perspective. 48. Questions?2013