erinwootan

Social Media Strategies for Casino Marketers

Posted on: April 20, 2011

I think I’ll take a short break from talking about all this Internet Poker mumbo jumbo and go off topic for a minute. Social Media strategies are becoming very important for casinos. The population is becoming more and more technologically savvy and they are going to the Internet to find information and deals. Based on an article that cites a study from retrevo.com, 56% of social media users check Facebook once a day, and 12% check Facebook once every couple of hours. That is a huge pool of traffic that the casino companies should definitely be dipping into. Below are 5 tips for a successful social media strategy by Frank Marquardt:

1. Know Your Voice: Your brand needs to be consistent. The readers should have a sense that they are reading your post even before noticing your name or logo. For example, the kind of Twitter posts you’d see from Hard Rock Las Vegas versus The Mirage Las Vegas to be very different. The audiences are different and therefore the voice should be different. Hard Rock’s tweets are mostly in response to people who post a question or comment about them, while the Mirage does much more marketing through their Twitter account. Posting offers is a great way to attract customers!

2. Time Your Content: People respond to content that is timed well. Your organization should have a calendar and a schedule for when your posts are going out. You do not want to overwhelm your audience with too much content. The content you do put out there should be well thought out and timed appropriately. In the example of Hard Rock and The Mirage above, if Hard Rock did release an offer, it would probably get swallowed up by all the “We miss you too” type comments. It’s nice to let your audience know you’re listening when they talk to you, but knowing the limits is also important.

3. Know Your Audience: This is a very important point, as not all customers are created equally. In the case of a casino, there are probably multiple business units within the property: gaming, restaurants, nightclubs, etc… You can bet your customers are coming for one or all of these outlets, and therefore it is important to talk to all of your customers. Take Wynn Las Vegas for example:

These are two separate posts directed at two obviously separate audiences, but Wynn knows how to target both customers by posting information that they know their audience would be interested in.

4. Solve Problems:Social media is a great place to solve problems for your customers. Many times, social media would be the first place a customer would go to either complain or rave about a previous experience. Check out the tweets from Caesars LV which I think are a great example of how to solve problems using social media:

They do such a good job of responding and directing their customers on how to proceed with their question or problem. One of them even goes so far as to confirm a reservation through Twitter! I think Caesars does a great job in this aspect.

5. Be True: Finally, be true. False information is so transparent. Your customers know when you’re lying or posting false information and they don’t appreciate it. Being true to your customers and your brand will only make your customers want to recommend you in the future, and hey, they may even become a brand evangelist!

What social media strategies do you think work best?

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About Me

This blog is devoted to the gaming industry news and information - keeping you up to date on the happenings in the gaming world. My personal expertise lies in event planning and entertainment in casinos.

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