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Page 1: Measuring Success: Social Media Benchmarks

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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Twitter

Retweets

Favorites

@Replies

Instagram

Likes

Comments

Pinterest

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

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CHEERS Slot Promotion

Overview: • First-in-market exclusive slot • Facebook caption contest • Winner received trip to Boston

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CHEERS Slot Promotion

Goals: • Raise awareness for the game • Drive coin-in

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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

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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

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River City Hotel promotion

Goals: • Raise awareness for the hotel among the general public • Turn “our customers” into Facebook Fans

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River City Hotel promotion

Results: • Teaser post had 2,400+ LIKES • Gained 900+ fans the day our player database e-mail dropped

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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

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Tweet What You Eat

Goals: • 50+ photo entries • Drive people to the property

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Tweet What You Eat

Results: • 83 photo entries between the two properties • People had to be on property to participate - drove trips

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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

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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

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Facebook ticket pre-sales

Goals: • Drive revenue via ticket sales • Offer a benefit for being a Facebook Fan

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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

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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

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•  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.

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Questions?

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