Social Media

Influence Campaign

September 2013






















presented by
LVIMA
Las Vegas Interactive Marketing Association


New York New York Casino & Resort
Influencer Word-of-Mouth Marketing Campaign
Final Client Report
Run Dates: September 13
th
October 4
th
2013


CONTENTS
EXECUTIVE SUMMARY ...................................................................................... 3
Messaging & Strategy ....................................................................................... 3
CAMPAIGN LOGISTICS ....................................................................................... 4
CAMPAIGN RESULTS ......................................................................................... 4
CATEGORY ENGAGEMENT ............................................................................... 6
USER ENGAGEMENT ......................................................................................... 7
METRICS .............................................................................................................. 8
MESSAGE BOARDS ............................................................................................ 9
MESSAGE BOARD EXAMPLES ....................................................................... 9
OBSERVATIONS ................................................................................................ 10
RECCOMENDATIONS ....................................................................................... 10
APPENDIX I Post Logs ....................................................................................... 12
APPENDIX II PRESENTATION .......................................................................... 19
APPENDIX III CAMPAIGN SCREENSHOTS ..................................................... 27
APPENDIX II CAMPAIGN SCREENSHOTS ...................................................... 48
APPENDIX III CAMPAIGN SCREENSHOTS ..................................................... 56








EXECUTIVE SUMMARY

Campaign Objectives:

The Social Media Specialist Team was set to fulfill the following initiatives:

Respond to posts with relevant subject matter on social media channels.

Initiate topic posts on blogs, message boards, travel review sites and other
social channels.

Include specific amenities and activities as subject matter within posts

Use #StartSpreadingTheNew and #BeAPartOfIt when appropriate


Messaging & Strategy

Goals for messaging were to increase brand awareness of New York New York,
create buzz for specific property amenities, and reference various New York New
York website pages for users. Messages were also aimed at visitors that were
already in Vegas in an effort to steer their interests toward visiting the property.

Brand Awareness was executed through conversation searches yielding
contextual opportunities to introduce users to New York New York and engage
online audiences staying in Vegas. This opened the door to provide activity
recommendations and things to do at the property.

Buzz was created using Social Office Suite (SaaS) to promote unique features
differentiating the property from others such as Zumanity, The Bar at Times
Square, Nine Fine Irishman and the Big Apple Roller Coaster.

Driving traffic to the various pages on New York New Yorks website was done
by targeting conversational posts mentioning What to do in Vegas, Dining in
Vegas, #Vegas, or Vegas Nightlife. The messaging reflected the teams
experiences during their stay at New York New York and was shared through
social channels.

It was quickly determined upon initiating the social influence campaign that
Twitter would be the most effective method of attracting users currently in Las
Vegas. It was noticed that these users (qualified by geo-location) were more
eager to participate in conversations making recommendations on-the-fly as they
sought things to do that evening or during their trip to Sin City. While Facebook
and Message Boards were also leveraged, Twitter was the most effective in
terms of participation and immediate action.
CAMPAIGN LOGISTICS
Timeline

The campaign ran from September 13
th
to October 4
th
, 2013. During this time,
the marketing specialists generated 315 posts.

Distribution

The team used Social Office Suite (SOS), a web-based SaaS solution designed
by business operators, for businesses interested in building their brand,
managing brand reputation and developing an online community in real-time.

Conversations were spidered from Twitter in order to engage users based on
topics relevant to New York New York Casino & Resort initiatives. Posts were
created and delivered through SOS, and managed directly on message boards.

CAMPAIGN RESULTS

Each social media post represents an initiated conversation or response to a
user where comments included a tracking link attached (when appropriate).

Twitter posts represent the number of conversations started (through original
post or reply) via personal Twitter accounts.

Message boards represent replies and initiated posts on relevant forums and
travel review sites. Shortened URLs (tracking tags) were used to track
responses and clicks when they were allowed by the site administration.

Total Twitter posts: 267

Total Facebook and Message Board posts: 48

Total Postings: 315

Total clicks measured: 3,028 (average of 14 clicks per post)



























CATEGORY ENGAGEMENT
Five topic categories were applied to summarize social conversation
engagements:

1. Hotel Promotion Property or rooms / features
2. Nightlife New York-New York bars (ex. Bar At Times Square)
3. Attractions Big Apple Coaster and Arcade
4. Zumanity The show or show reservations
5. Dining All restaurants










USER ENGAGEMENT
Click composition of the top 3 active times of the day

10 am- 36%

12 pm- 36%

1 pm- 28%


The most active days of the week by the daily percentage of user clicks:

Friday: 24%

Saturday: 16%

Monday: 16%

Wednesday: 15%

Tuesday: 14%

Thursday: 10%

Sunday: 5%


















* All clicks were measured one week after campaign activity conclusion
0
5
10
15
20
25
% of Weekly Clicks by Day
% of Clicks
METRICS
Total Twitter Posts: 267
Total Facebook Posts: 10
Message Boards: 38
Total Reach: 294,060

Total Reach was calculated by the sum of conversation participants (those who
initiated, replied or commented) and their audience with access to the
participants wall, message board or posts. Total Reach does not include
message board audience that was insurmountable due to unavailable data and
user volumes that would significantly skew the reach metric.

Screenshots samples (Twitter):







































MESSAGE BOARDS
Total number of message board posts: 38
Total Message board 3
rd
party activity: 302
* TripAdvisor and Ask.com activities not included (due to unavailable audience data)

Posts on message boards were deeper and more engaging which encouraged
users to respond and provide their feedback.

The posts and resulting links inserted on the message boards are also indefinite
allowing users in the future to continue viewing them unlike social media channel
posts.
MESSAGE BOARD EXAMPLES

YahooAnswers.com






Yelp.com

OBSERVATIONS

The post topics #Vegas, Vegas Nightlife, What to do in Vegas, Where
to stay in Las Vegas were effective conversation environments for
generating conversations about New York New York

Once qualified based on forum content or subject matter, users were
excited and open to suggestions on what to do during their Vegas stay.
This was more notable than during other campaigns (for other companies)
executed this year and was likely based on the excitement of an upcoming
vacation.

Many users were interested in receiving exclusive comps or special deals

On average, there were more clicks between the hours of 10am and 1pm
than any other time of the day.

Many users gravitated toward the roller coaster as an answer for
something to do allowing the team to leverage it as a doorway for other
amenity mentions.

Posting New York New Yorks Pinterest link on twitter generated high
click-post ratios for images with just a few posts. Example: 3 posts
yielded 68 clicks

When applying #startspreadingthenew, it is difficult to achieve optimal post
detail due to the length of the hashtag. (21 characters)

RECOMMENDATIONS

Posting should be concentrated around 10am-1pm as well as Friday,
Saturday and Monday, based on campaign activity reports. This is likely
due to times when users are planning what to do while on their trip.

Twitter users are much more receptive and responsive when posed with
Things to Do especially while in Las Vegas at the time. Twitter should be
used for more timely posts that are moment-by-moment.

Message boards users were more interested in reading comments about
New York-New York having visited in previous years or boasting opinions
of relatives or friends with experiences. This forum is ideal for conveying
attraction details or promotional events/activities.

Many users were interested in exclusive comps or special deals. An
exclusive on-the-fly promotion could be used to attract social media users
in Las Vegas to the property during slow periods for a free Guinness at
Nine Fine Irishmen or other special offer.

The roller-coaster generated a lot of interest when mentioned and seemed
to be one of the more active topics. This could be leveraged as a loss
leader, offering a discount or special promotion in order to enhance
incremental on-property spending or cross promote with another
attraction/activity.

Using Pinterest to attract people with travel/hospitality boards is a way to
introduce followers into more intimate information about New York New
York features and characteristics such as drink recipes, specialty items
from the chefs at Nine Fine Irishman and pictures that depict the property
on a more meaningful level with the viewers.












* Total Reach was calculated by the sum of conversation participants (those who initiated, replied or commented) and
their audience with access to the participants wall, message board or posts. Total Reach does not include message
board users that were insurmountable due to unavailable data and user volumes that would significantly skew the reach
metric.





APPENDIX I
Post Logs
:::Activity Index







































APPENDIX II
PRESENTATION
:::Report Overview


















APPENDIX III
CAMPAIGN SCREENSHOTS
:::Message Boards

1 Yelp





2 - Vegas Message Boards.com


3 Yelp



4 Yelp


5 - Yelp



6 - Vegas Message Boards.com






7 - Yelp







8 - Vegas Message Boards.com




9 - Ask.com






10 - Yelp




11 - Yelp








12 - Vegas Message Boards.com





13 - Yelp





14 - Yahoo Answers






15 - Yelp.com



16 - Vegas Message Boards.com









17 - Yahoo Answers









18 - Google Plus



19 - Trip Advisor


20 - Trip Advisor


21 - Yelp


22 Yelp



23 - Yelp






24 - Google Plus




25 - Google Plus




26 - Yahoo Answers



27 - Trip Advisor





28 - Trip Advisor






29 - Trip Advisor





30 - Hotel Scoop






31 - VIP City Reviews.com



32 - Skoosh.com






33 - VIP City Reviews







34 - VIP City Reviews.com











35 - Google Plus





36 - Yelp




37 - Yelp




38 - VIP City Reviews.com

















APPENDIX II
CAMPAIGN SCREENSHOTS
:::Facebook



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APPENDIX III
CAMPAIGN SCREENSHOTS
:::Twitter

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