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Social Media and Content Strategy 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 NIMBLE MEDIA PERSONALIZATION DIGITAL INVESTMENT & CONTENT & PERFORMANCE STOREFRONT STRATEGY MGM RESORTS INTERNATIONAL CONTENT AT SCALE 27 BRANDS 25,000+ 2,500 DELIVERABLES BROADCAST 14,500 10,000 GRAPHIC DESIGN 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 MGM RESORTS INTERNATIONAL 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 MGM RESORTS INTERNATIONAL #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 Likes Replies Views Clicks Views Re-Pins Comments Click-Throughs Engagement Positive Click-Throughs Interactions Screenshots Rates conversation Click-Throughs Community Size Retweets Engagement Community Size Video Views Rate MGM RESORTS INTERNATIONAL 34 MGM RESORTS INTERNATIONAL CONTENT REACH & ENGAGEMENT CONTENT REACH AND ENAGEMENT 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 81,582 165,826 92,862 131,005 81,680 61,703 85,543 133,798 As of January 24, 2017 MGM RESORTS INTERNATIONAL BE EPIC! A SNEAK PEEK MGM RESORTS INTERNATIONAL 40 BE EPIC! A SNEAK PEEK.
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