they really like you: the value of a facebook fan

MASTERMINDS

THEY REALLY LIKE YOU:The Value of a Facebook Fan//

MASTERMINDS

Likely to spend$368

Likely to recommend74%

Likely to spend$150


BRANDS ON FACEBOOK:WHAT IS THE POTENTIAL?

MASTERMINDS

Likely to spend$1,103


Likely to spend$598



MASTERMINDS

Likely to spend$87


Likely to spend$7



MASTERMINDS

• Promotions

• Engaging Content

• Paid Facebook Media

• Customers

FAN ACQUISITION//

MASTERMINDS

• Promotions


• Promotions

• Customers

FAN ACQUISITION//

MASTERMINDS

FAN ACQUISITION//

• Paid Facebook Media


• Promotions

• Customers

MASTERMINDS

CUSTOMERS – ON PROPERTY//

MASTERMINDS


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 22 Aaron Foret 9pm




Sep 29 Contraflow 9pm


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




Sep 1 MoJeaux 9pm



Sep 7 Groovy 7 9pm
















/boomtownNewOrleans


Ladies Night





Sep 1 MoJeaux 9pm



Sep 7 Groovy 7 9pm
















/boomtownNewOrleans


Ladies Night



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






(plus tax)$2995

(plus tax)$2495

EnTERTAInMEnT


Thu. - Sat. 9 P.M. - 2:30 A.M.


Thu. - Sat. 9 P.M. - 2:30 A.M.

______________________

Job #: GS-12793

Client: Gold Strike



Color: 4/c

Trim: 9.35 x 12.4

Bleed: 0______________________

Date: 9/22/11



Lee Greenwood







(plus tax)$2995

(plus tax)$2495

EnTERTAInMEnT


Thu. - Sat. 9 P.M. - 2:30 A.M.


Thu. - Sat. 9 P.M. - 2:30 A.M.

______________________

Job #: GS-12793

Client: Gold Strike



Color: 4/c

Trim: 9.35 x 12.4

Bleed: 0______________________

Date: 9/22/11



Lee Greenwood


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



• Humanize the content – it can even be funny!

MASTERMINDS



• 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


• Title• Body Copy

MASTERMINDS


• Title• Body Copy• Image

MASTERMINDS


• 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

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


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)


MASTERMINDS

Value is lower than standard club members

Your Facebook fan IS your Club Member


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


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


MASTERMINDS

$1,000,000 Giveaway • 100,000 Fan Celebration with $10 Free Play for all guests



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!


MASTERMINDS

FAN ACQUISITION

Inclusion in all current mediumsOn Property

• Rack Cards, Digital Displays, Posters

MASTERMINDS



Online

• Online Advertising, Website, Include link in all Eblasts

FAN ACQUISITION

MASTERMINDS



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

Paid Facebook AdsSocial Media isn’t free

• General Ads vs. Sponsored Stories

• Ads = Awareness, Sponsored Stories = Likes

FAN ACQUISITION

they really like you: the value of a facebook fan

Documents

pm masterminds

pm featuring groovy

pm captain charlessep

pm boomtownneworleans

pm o omers

captain charles 7pm8pm

pm white linen party

pmcaptain charles