the value of a facebook fan
DESCRIPTION
TRANSCRIPT
MASTERMINDS
THEY REALLY LIKE YOU:The Value of a Facebook Fan//
MASTERMINDS
Likely to spend$368
Likely to recommend74%
Likely to spend$150
Likely to recommend38%
BRANDS ON FACEBOOK:WHAT IS THE POTENTIAL?
MASTERMINDS
Likely to spend$1,103
Likely to recommend77%
Likely to spend$598
Likely to recommend39%
BRANDS ON FACEBOOK:WHAT IS THE POTENTIAL?
MASTERMINDS
Likely to spend$87
Likely to recommend62%
Likely to spend$7
Likely to recommend16%
BRANDS ON FACEBOOK:WHAT IS THE POTENTIAL?
MASTERMINDS
• Promotions
• Engaging Content
• Paid Facebook Media
• Customers
FAN ACQUISITION//
MASTERMINDS
• Promotions
• Engaging Content
• Promotions
• Customers
FAN ACQUISITION//
MASTERMINDS
• Promotions
• Engaging Content
• Promotions
• Customers
FAN ACQUISITION//
MASTERMINDS
FAN ACQUISITION//
• Paid Facebook Media
• Engaging Content
• Promotions
• Customers
MASTERMINDS
CUSTOMERS – ON PROPERTY//
MASTERMINDS
CUSTOMERS – ON PROPERTY//
L I V E A N D LOA D E DBOOMERS
Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
Sep 1 MoJeaux 9pm
Sep 2 Captain Charles White Linen Party 7pm
Sep 6 Retro Thursday with Topcats 8pm
Sep 7 Groovy 7 9pm
Sep 8 Super Charger 9pm
Sep 9 Captain Charles 7pm
Sep 13 Retro Thursday with Groovy 7 8pm
Sep 14 Junior and Sumtin Sneaky 9pm
Sep 15 Chee Weez 9pm
Sep 16 Captain Charles 7pm
Sep 20 Retro Thursday with Groovy 7 8pm
Sep 21 Junior and Sumtin Sneaky 9pm
Sep 22 Aaron Foret 9pm
Sep 23 Captain Charles 7pm
Sep 27 Retro Thursday with Groovy 7 8pm
Sep 28 Junior and Sumtin Sneaky 9pm
Sep 29 Contraflow 9pm
Sep 30 Captain Charles 7pm
SEPTEMbER AT bOOMERSSM
/boomtownNewOrleans
Retro ThursdaysFeaturing Groovy 78pm • No Cover
Ladies Night
Captain CharlesWhite Linen PartySunday, September 27pm • No Cover
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM
MASTERMINDS
CUSTOMERS – ON PROPERTY//
L I V E A N D LOA D E DBOOMERS
Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
Sep 1 MoJeaux 9pm
Sep 2 Captain Charles White Linen Party 7pm
Sep 6 Retro Thursday with Topcats 8pm
Sep 7 Groovy 7 9pm
Sep 8 Super Charger 9pm
Sep 9 Captain Charles 7pm
Sep 13 Retro Thursday with Groovy 7 8pm
Sep 14 Junior and Sumtin Sneaky 9pm
Sep 15 Chee Weez 9pm
Sep 16 Captain Charles 7pm
Sep 20 Retro Thursday with Groovy 7 8pm
Sep 21 Junior and Sumtin Sneaky 9pm
Sep 22 Aaron Foret 9pm
Sep 23 Captain Charles 7pm
Sep 27 Retro Thursday with Groovy 7 8pm
Sep 28 Junior and Sumtin Sneaky 9pm
Sep 29 Contraflow 9pm
Sep 30 Captain Charles 7pm
SEPTEMbER AT bOOMERSSM
/boomtownNewOrleans
Retro ThursdaysFeaturing Groovy 78pm • No Cover
Ladies Night
Captain CharlesWhite Linen PartySunday, September 27pm • No Cover
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM
L I V E A N D LOA D E DBOOMERS
Must be 21 or older to attend. Entertainment start times may vary. Bands are subject to change. ©2012 Pinnacle Entertainment, Inc. All rights reserved.
Sep 1 MoJeaux 9pm
Sep 2 Captain Charles White Linen Party 7pm
Sep 6 Retro Thursday with Topcats 8pm
Sep 7 Groovy 7 9pm
Sep 8 Super Charger 9pm
Sep 9 Captain Charles 7pm
Sep 13 Retro Thursday with Groovy 7 8pm
Sep 14 Junior and Sumtin Sneaky 9pm
Sep 15 Chee Weez 9pm
Sep 16 Captain Charles 7pm
Sep 20 Retro Thursday with Groovy 7 8pm
Sep 21 Junior and Sumtin Sneaky 9pm
Sep 22 Aaron Foret 9pm
Sep 23 Captain Charles 7pm
Sep 27 Retro Thursday with Groovy 7 8pm
Sep 28 Junior and Sumtin Sneaky 9pm
Sep 29 Contraflow 9pm
Sep 30 Captain Charles 7pm
SEPTEMbER AT bOOMERSSM
/boomtownNewOrleans
Retro ThursdaysFeaturing Groovy 78pm • No Cover
Ladies Night
Captain CharlesWhite Linen PartySunday, September 27pm • No Cover
BTNO-15515 24x36 September Entertainment SN.indd 1 8/20/12 3:42 PM
MASTERMINDS
CUSTOMERS – EMAIL BLASTS//
MASTERMINDS
CUSTOMERS – DIRECT MAIL//
JUMP ON THE FANWAGONfor your chance to win big!
MASTERMINDS
CUSTOMERS – WEB GRAPHIC//
MASTERMINDS
Entertainment. It happens here.
Tickets based on availability. Schedule subject to change. ©2011 MGM Resorts International.™ All rights reserved. Gambling problem? Call 1.888.777.9696
Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com
facebook.com/GoldStrikeTunica twitter.com/GSTunica
I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike.
(plus tax)$2995
(plus tax)$2495
EnTERTAInMEnT
Gabby JohnsonOct. 6 - 8
Thu. - Sat. 9 P.M. - 2:30 A.M.
Trigger ProofOct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M.
______________________
Job #: GS-12793
Client: Gold Strike
Title: Oct. Combo Ent Ad
Publication: Memphis Flyer
Color: 4/c
Trim: 9.35 x 12.4
Bleed: 0______________________
Date: 9/22/11
SAT., nOv. 26 • 8 P.M.Millennium Theatre
FRI., nOv. 11 • 9 P.M.Millennium Theatre
Lee Greenwood
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
CUSTOMERS – MASS MEDIA//
MASTERMINDS
Entertainment. It happens here.
Tickets based on availability. Schedule subject to change. ©2011 MGM Resorts International.™ All rights reserved. Gambling problem? Call 1.888.777.9696
Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com
facebook.com/GoldStrikeTunica twitter.com/GSTunica
I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike.
(plus tax)$2995
(plus tax)$2495
EnTERTAInMEnT
Gabby JohnsonOct. 6 - 8
Thu. - Sat. 9 P.M. - 2:30 A.M.
Trigger ProofOct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M.
______________________
Job #: GS-12793
Client: Gold Strike
Title: Oct. Combo Ent Ad
Publication: Memphis Flyer
Color: 4/c
Trim: 9.35 x 12.4
Bleed: 0______________________
Date: 9/22/11
SAT., nOv. 26 • 8 P.M.Millennium Theatre
FRI., nOv. 11 • 9 P.M.Millennium Theatre
Lee Greenwood
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
Entertainment. It happens here.
Tickets based on availability. Schedule subject to change. ©2011 MGM Resorts International.™ All rights reserved. Gambling problem? Call 1.888.777.9696
Winning. It happens here.| For tickets, call 888.747.7711 or visit goldstrike.com
facebook.com/GoldStrikeTunica twitter.com/GSTunica
I’m Melody, your Ambassador of Fun. Chat with me for inside access to everything Gold Strike.
(plus tax)$2995
(plus tax)$2495
EnTERTAInMEnT
Gabby JohnsonOct. 6 - 8
Thu. - Sat. 9 P.M. - 2:30 A.M.
Trigger ProofOct. 12 - 15 • Wed. 9 P.M. - 1 A.M.
Thu. - Sat. 9 P.M. - 2:30 A.M.
______________________
Job #: GS-12793
Client: Gold Strike
Title: Oct. Combo Ent Ad
Publication: Memphis Flyer
Color: 4/c
Trim: 9.35 x 12.4
Bleed: 0______________________
Date: 9/22/11
SAT., nOv. 26 • 8 P.M.Millennium Theatre
FRI., nOv. 11 • 9 P.M.Millennium Theatre
Lee Greenwood
GS-12793_9.35x12.4_Oct_Memphis_ComboAd.indd 1 9/22/11 2:34 PM
CUSTOMERS – MASS MEDIA//
MASTERMINDS
PROMOTIONS //
MASTERMINDS
ENGAGING CONTENT//
• See the content
MASTERMINDS
ENGAGING CONTENT//
• See the content
• Feel that it’s relevant
MASTERMINDS
ENGAGING CONTENT//
• See the content
• Feel that it’s relevant
• Want to engage or share
MASTERMINDS
ENGAGING CONTENT – EDGERANK//
MASTERMINDS
EDGERANK – TIME DECAY//
MASTERMINDS
EDGERANK – AFFINITY//
MASTERMINDS
EDGERANK – WEIGHT//
MASTERMINDS
• Make it relevant to the audience – what do they like?
MAKE CONTENT RELEVANT & ENGAGING//
MASTERMINDS
MAKE CONTENT RELEVANT & ENGAGING//
• Make it relevant to the audience – what do they like?
• Humanize the content – it can even be funny!
MASTERMINDS
MAKE CONTENT RELEVANT & ENGAGING//
• Make it relevant to the audience – what do they like?
• Humanize the content – it can even be funny!
• Ask for interaction – you can be direct.
MASTERMINDS
PAID FACEBOOK MEDIA – PROMOTED POSTS//
MASTERMINDS
• Title
PAID FACEBOOK MEDIA – ADS//
MASTERMINDS
PAID FACEBOOK MEDIA – ADS//
• Title• Body Copy
MASTERMINDS
PAID FACEBOOK MEDIA – ADS//
• Title• Body Copy• Image
MASTERMINDS
PAID FACEBOOK MEDIA – ADS//
• Title• Body Copy• Image• Social Endorsement
MASTERMINDS
PAID FACEBOOK MEDIA – ADSTARGETING
//
• Location, Language, Education and Work
• Age, Gender, Birthday and Relationship Status
• Likes and Interests – including competitor pages!
• Friends of Connections
• Connections
MASTERMINDS
PAID FACEBOOK MEDIA – ADSTARGETING
//
MASTERMINDS
PAID FACEBOOK MEDIA – ADSTARGETING
//
MASTERMINDS
FIREKEEPERS CASINO//
Jeff LaFranceDirector of Marketing Events
MASTERMINDS
FIREKEEPERS CASINO
Native American Casino Located in Battle Creek, MI • Opened August 2009
• Currently expanding
• Adding 242-room hotel
• 2,000-seat event center
What we currently offer: • 2,800 slot machines
• 70 table games
• 12-table Poker Room
• 500-seat Bingo Hall
• 5 restaurants
MASTERMINDS
THEY LIKE US, THEY REALLY LIKE US!
FireKeepers’ Facebook Page
Over 124,000 fans
• #2 Native American Casino
• Top 15 of casinos nationwide
Page impact
• Friends of Fans – over 14 million
• Weekly reach: over 1 million
• Average of over 12,000 people “talking about us”
• Average post is “seen” by over 25,000 people
MASTERMINDS
FAN VALUE: MEASURABLE VS. IMMEASURABLE
Immeasurable qualities of social media • Customer Service – Your Online Casino Host
• Brand Engagement
• Crowd Sourcing
• Instant Feedback
MASTERMINDS
Measurable value of a fan
Common misconceptions:
• Only looking for freebies
• Not members of your Rewards Club
• Facebook is for young people
• Value is lower than standard club members
FAN VALUE: MEASURABLE VS. IMMEASURABLE
MASTERMINDS
Only looking for freebies
Guess what, so are your Rewards Club Members!
FAN VALUE: DEBUNKING MISCONCEPTIONS
MASTERMINDS
Not members of your Rewards Club
In a FireKeepers’ Facebook survey, over 89% are Club Members
• Higher than carded play on Casino Floor
• Common to see higher tier players on Facebook and
on Casino Floor
FAN VALUE: DEBUNKING MISCONCEPTIONS
MASTERMINDS
Facebook is for young people
Facebook isn’t “hip” anymore
FireKeepers’ Fan Stats
• 65% of FireKeepers’ fans are age 35+
(general casino target demo)
• Over 66% are female (mirrors
casino tendency to skew female)
FAN VALUE: DEBUNKING MISCONCEPTIONS
MASTERMINDS
Value is lower than standard club members
Your Facebook fan IS your Club Member
FAN VALUE: DEBUNKING MISCONCEPTIONS
MASTERMINDS
Slot Tournaments • Register on Facebook, play at the Casino
CLIENT FireKeepers Casino DATE 10.21.11
PROJECT Fan Appreciation Slot Tournament App JOB# 12933
Reveal Tab
CLIENT FireKeepers Casino DATE 10.21.11
PROJECT Fan Appreciation Slot Tournament App JOB# 12933
Pre-Like Tab
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
MASTERMINDS
T-Shirt Giveaway • Fans picked T-Shirt, redeemed in Casino
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
MASTERMINDS
$1,000,000 Giveaway • 100,000 Fan Celebration with $10 Free Play for all guests
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
CLIENT FireKeepers Casino DATE 4.19.12
PROJECT 100,000 FB Fan App JOB# FK-14224
TITLE Reveal
MASTERMINDS
Results: • Over 5,000 guests participate in on property events
• In each case, Facebook Fan worth is comparable to average Club Member
• Facebook can drive revenue!
PROVING FAN VALUE: FACEBOOK EXCLUSIVE EVENTS
MASTERMINDS
FAN ACQUISITION
Inclusion in all current mediumsOn Property
• Rack Cards, Digital Displays, Posters
MASTERMINDS
Inclusion in all current mediumsOn Property
• Rack Cards, Digital Displays, Posters
Online
• Online Advertising, Website, Include link in all Eblasts
FAN ACQUISITION
MASTERMINDS
Inclusion in all current mediumsOn Property
• Rack Cards, Digital Displays, Posters
Online
• Online Advertising, Website, Include link in all Eblasts
Mass Media
• Include a tag in current advertising (especially TV)
FAN ACQUISITION
MASTERMINDS
Engaging contentIf you’re interesting, fans will spread the word
• Likes, Shares, Comments = new fans
FAN ACQUISITION
MASTERMINDS
Engaging contentIf you’re interesting, fans will spread the word
• Likes, Shares, Comments = new fans
FAN ACQUISITION
MASTERMINDS
Engaging contentIf you’re interesting, fans will spread the word
• Likes, Shares, Comments = new fans
FAN ACQUISITION
MASTERMINDS
Paid Facebook AdsSocial Media isn’t free
• General Ads vs. Sponsored Stories
• Ads = Awareness, Sponsored Stories = Likes
FAN ACQUISITION