Are the casino offers being promoted on social media? It is critical that all gaming, food and hotel offers are promoted through social channels. Create engagement and demonstrate value through your posts that encourages customers to interact, while also giving them a sense of urgency around the offers. The offer needs to also include a call-to-action so that customers know exactly what steps they should take next to take advantage of the offer. Nothing kills a social media campaign more than being an advertisement, broadcasted media campaign. Customers see right through that. Social media is all about 2-way communication. Always be thinking about how you can engage your audience and keep the tone conversational.
Once the social media content is created, ensure that your URL’s are tagged so that you can actually monitor your online traffic and know exactly where it is coming from. Just like other casino marketing efforts, without knowledge of what is working and what isn’t, your efforts will be inefficient and ultimately turn into a guessing game. Tagging your URLs will give you insights at the impact of your efforts, which will allow you to successfully plan future social media campaigns that deliver ROI.
The easiest way to get an answer is to simply ask the question. AS a regular part of your casino guest service efforts and customer feedback engagements, simply ask your guests where they first heard about your property. Gaining an in-depth understanding of where your customer acquisition trigger is across a broad segment of your demographic profile, will help you steer your casino’s social media efforts forward. Most importantly, their feedback will play an integral role in helping visualize true social media ROI for your casino. Providing an online survey is a great way to obtain customer feedback.
All of the efforts that are put into measuring casino social media ROI will be for nothing if there is not an understanding of the metrics that demonstrate success or failure. The key social media metrics that should be included are:
· Reach: The number of fans, followers, likes, zealots, etc. to the page(s) / post(s). The larger the reach, the better.
· Traffic: Visitors delivered to the casino website and promotional landing pages from the social media channels. Traffic should grow as reach grows. If the numbers do not correlate, there should be a re-evaluation on how engaging the posts and offers are.
Reach: The number of fans, followers, likes, zealots, etc. to the page(s) / post(s). The larger the reach, the better.
Traffic: Visitors delivered to the casino website and promotional landing pages from the social media channels. Traffic should grow as reach grows. If the numbers do not correlate, there should be a re-evaluation on how engaging the posts and offers are.
Leads: The traffic generated should translate into leads, which are the customers that are interested in giving the casino property a trial, whether gaming, special promotions, entertainment, F&B, etc. This is critical in understanding the true success of the casino social media strategy.
Customers: New casino patrons that have become visitors as a result of the social media activity.
Conversion Rate: Of the leads that have been generated, what is the rate that actually convert to customers.
A successful casino social media strategy is not as easy as posting a few pictures, sending out a couple of tweets, and “liking” a few comments. Social media is a full time commitment. Understanding the worth of that commitment is the battle. With the steps of promoting the casino offers online, tagging URLs, surveying customers, and gaging metrics, a casino can know exactly what impact the social media efforts are having on the casino marketing strategy and best allocate your resources.