the promise behind the brand.

ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

The Gaming Industry & Social Media

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©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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the promise behind the brand.

ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

TABLE OF CONTENTS
What do They have To do With one another? ............................................................................................................................3 Who is using it? ......................................................................................................................................................................................6 how can a casino use Social media? .............................................................................................................................................8 Purls .......................................................................................................................................................................................................11 led........................................................................................................................................................................................................... 12

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ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

WhaT do They have To do WITh one anoTher?
Casinos have expanded beyond the slot machines and seafood buffets. They have become major concert venues, pool and spa relaxation havens, and even five-star eateries. Some casinos have even grown into thriving luxury resorts. Casinos have no problem catering to their frequent visitor, but could seriously benefit from an expansion in clientele. The frequent visitor has made the casino a part of their routine and visits their getaway up to 4 or 5 times a month. However, there’s also another type of visitor that comes for the casino’s amenities, (spa, concerts, dining) but isn’t too big into the gaming scene.
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Problem: Patrons are visiting the casino, but they are missing out on the full experience. Solution: Target this group of low to moderate gamers to increase your fan base. Strategy: Social Media efforts as well as other means of branding and promotion.

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ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

As discussed in the other industry-specific eBooks, any industry can benefit from a responsible Social Media strategy. Whether the strategy is created for a branding, promotional or re-branding effort, Social Media can create a whole new outlet of message distribution for a business. Social Media can raise awareness, help establish a brand identity, and even make connections. Social Media can also help a business grow by finding employees, driving traffic to the business itself, and eventually raising profits because of company visibility.

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ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

Who’s Using it?
VEgAS, BABy
According to Liz Benson at the Las Vegas Sun, most of the massive Vegas juggernauts are utilizing social media outlets to build their fan base. “Harrah’s Entertainment and MGM Mirage started Facebook and Twitter accounts about two years ago. The sites now have thousands of followers. The hotels use social media pages not just to promote themselves or drive business, but also to learn what people say about them, interact with customers and influence a broad audience. ‘This is part of how people live today — spending hours on Facebook,’ said George Maloof, owner of the Palms hotel-casino, which is not affiliated with the two largest casino companies. Although the casino giants have corporate employees who oversee information exchanges and establish best practices, the work mostly falls to marketing staffs at each hotel.”

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ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

LOuiSiANA TwiTTErErS
Harrah’s New Orleans, Delta Downs, Sam’s Town Shreveport, Isle of Capri Lake Charles, and Coushatta Resort are all Louisiana-based gaming resorts and all have growing Twitter accounts. Harrah’s New Orleans (HarrahsNOLA on Twitter) has over 1,600 followers and uses their tweets to promote Twitter-exclusive contests and to announce the winners. Coushatta Resort (CoushattaResort on Twitter) has over 1,300 followers and uses their tweets to post special event dates and times as well as post dining specials at any of their six restaurants.

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ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

how can a casino use Social Media?
Facebook Use Facebook as your Social Media hub by giving your patrons a complete image of who you are and what you do. Make yourself a Facebook Fan Page and allow your patrons to write feedback on your wall. Link all your Social Media efforts back to your Facebook page and direct all the traffic from here to your website. Twitter You should tweet about events leveraging your brand, your performers and special events at the property. From there, you can entice your followers to gaming-specific special offers driven by trivia. Of course, all special offers and coupons have to be redeemed in person.

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ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

Blogs Take the feedback you get from your patrons (from Facebook, Twitter, comment cards, etc.) and post it on your blog. Invite some of your patrons to write about their experiences. People can blog about their first visit or special events that they celebrated at your property. Trust us that consumers can relate to other consumers before the can relate to your brand. Flickr & YouTube These sites allow you to share your experiences. Post commercials that you’ve produced on YouTube and photostreams of real patrons enjoying their time gaming on Flickr. These are the places where you can be most interactive to your potential consumers. Be sure to tag both video and image with the right captions, though.

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Email and Direct Mail Encourage and reward your employees to collect email ids from your patrons by focusing on the value of the email program. If you use your social media channels effectively, your employees can talk about what’s being shown off on social media. This can help influence the patrons to sign up for email as well. Direct mail is also important because it adds a personal touch as well as offers physical redeemable offers.

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PURLs PURLs are personalized URLs that accompany direct mail campaigns as a way to customize messages to potential consumers. Each direct mail piece has the recipient’s name within the message, as well as a personalized URL (ex. www.JohnSmith.VegasCasino.com) which the consumer can use to respond. This leads to a customized landing page tailored to the possible interests per person. PURLs can be an effective utility for the gaming industry in a way that casinos can relay special offers to previous customers based on their activities during their last trip. PURLs offer a way for businesses to strengthen the emotional connection with customers and ensure a greater response.

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Louisiana economic development Purl
A great example of a successful PURL we just completed, was for an event in Los Angeles to honor Louisiana Grammy® nominees. The direct mail piece was created in the form a VIP badge which also served as an invitation and pass. Each badge was personalized with the recipient’s name and a custom URL for them to visit, provide information and RSVP for the exclusive event.

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in conclusion
The use of social media can be a casino’s best friend if it is used properly and efficiently. The key is to know your audience, solidify your brand, and know what it is you are trying to say. Selling won’t work in this environment. You must be able to have relevant conversations with your audience, while also providing useful content that resonates in their lives. It’s an ideal way to build relationships that evolve into long term loyalty and brand advocacy.

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RUSSO IS A STRATEGIC BRANDING AGENCY –
AND AS A BRANDING AGENCY, WE ARE BELIEVERS.
Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their consumers. For more information on branding, social media or to learn more about The russo Group, drop us a line, we would love to hear from you.

116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | F 337.769.1531 www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com

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ebook Ser ies: Volume 18 The Gamin G induS Try & Social media

The Gaming Industry & Social Media

©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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