Powering Experiences
Through Content
Using Video
to Drive Guest Experiences
BEVERLY W. JACKSON
VP SOCIAL PORTFOLIO STRATEGY
April 2017
CLARITY OF GOALS,
PURPOSE AND
OBJECTIVE
OUR MISSION: IS A SIMPLE ONE
MGM RESORTS INTERNATIONAL
MGM RESORTS, WHERE THE WORLD COMES TO PLAY
MGM RESORTS INTERNATIONAL
MGM RESORTS LUXURY DESTINATIONS
BELLAGIO
ARIA
VDARA
MGM GRAND
SIGNATURE
MANDALAY BAY
DELANO
MIRAGE
BEAU RIVAGE
BORGATA
MGM GRAND DETROIT
MGM NATIONAL HARBOR
MGM SPRINGFIELD
MGM MACAU
MGM RESORTS DESTINATIONS
MONTE CARLO
NEW YORK-NEW YORK
LUXOR
EXCALIBUR
CIRCUS CIRCUS
GOLD STRIKE
A CONSUMER CENTRIC STRATEGY
PERSONALIZATION
& PERFORMANCE
MGM RESORTS INTERNATIONAL
DIGITAL
STOREFRONT
NIMBLE MEDIA
INVESTMENT & CONTENT
STRATEGY
CONTENT AT SCALE
27
BRANDS
25,000+
DELIVERABLES
14,500
GRAPHIC DESIGN
2,500
BROADCAST
10,000
EMAIL/DIGITAL
VIDEO STRATEGY
VIDEO TRENDS
EPISODIC CONTENT
LIVE VIDEO
INFLUENCERS
AUTHENTICITY
KPIS
MGM RESORTS INTERNATIONAL
MGM RESORTS INTERNATIONAL
TELL GOOD STORIES
EFFECTIVE (SOCIAL)
CONTENT IS RELEVANT,
TIMELY AND
AUTHENTIC.
MGM RESORTS INTERNATIONAL
LEVERAGE
VIDEO TRENDS
17
MGM RESORTS INTERNATIONAL
19
20
CROSS-CHANNEL
PROMOTION
M GM RESORTS I NTERNATI ONAL
FROM THE BIG SCREEN TO THE MOBILE SCREEN
MGM RESORTS INTERNATIONAL
"Authenticity is the benchmark
against which all brands are
now judged.” - John Grant,
The New Marketing Manifesto.
MGM RESORTS INTERNATIONAL
EPISODIC CONTENT
25
12 MILLIONS VIDEO VIEWS
MGM RESORTS INTERNATIONAL
LIVE VIDEO
29
M GM RESORTS I NTERNATI ONAL
#LiveFromLV
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
KPIs
RESULTS MATTER.
33
MEASURABLE PER CHANNEL
Shares
Engagement
Rates
Click-Throughs
Video Views
Likes
Replies
Views
Clicks
Views
Re-Pins
Comments
Positive
conversation
Click-Throughs
Interactions
Screenshots
Click-Throughs
Community Size
Retweets
MGM RESORTS INTERNATIONAL
Engagement
Rate
Community Size
34
MGM RESORTS INTERNATIONAL
CONTENT REACH &
ENGAGEMENT
CONTENT
REACH AND
ACCOUNTABLE TO THE KPIs
SOCIAL MEDIA DRIVES WEB TRAFFIC
SOCIAL MEDIA COMPETITION IS FIERCE
MGM Social Media grew by an average of 38%in 2016!
850,257
893,884
1,106,650
435,469
428,602
380,286
223,158
291,828
203,885
+11.5%
+4.7%
+9.5%
+11.6%
+23.9%
+28.4%
+6.2%
+27.0%
+31.3%
947,836
935,816
1,211,964
486,100
531,036
488,287
237,075
370,516
267,734
191,375
229,083
316,042
199,731
212,965
419,729
23,995
128,573
60,344
+17.1%
+17.3%
+13.7%
+20.6%
+22.2%
+6.2%
+15.5%
+21.5%
+4.5%
224,106
268,676
359,430
240,786
260,402
445,550
27,709
156,198
627,615
112,000
22,900
79,500
31,000
40,400
37,500
30,300
22,400
54,800
+74.6%
+256%
+109%
+200%
+224%
+118%
+104%
+282%
+144%
195,589
81,582
92,862
131,005
81,680
85,543
133,798
As of January 24, 2017
MGM RESORTS INTERNATIONAL
165,826
61,703
BE EPIC!
A SNEAK PEEK
MGM RESORTS INTERNATIONAL
40
BE EPIC!
A SNEAK PEEK