Live from Pubcon Vegas: Keynote Panel: Vegas Strip Hotel Marketing Departments

November 11, 2009 | 3 min read
By Janet Driscoll Miller

This morning’s keynote panel was very interesting — made up of social media representatives from many of the popular strip hotels.

How did you get your start with social media?

The first question posed to the panel was about how they got started with social media.

Peter Arceo (Las Vegas Hilton)

Peter runs casino marketing and was asked to develop a social media program. He didn’t know much about social media, but he attended a conference and that helped him get started. His #1 rule: Listen to the customer! He encouraged listening for a while before engaging.

Brad Goldberg (Luxor)

Brad said that they were early adopters of social media — it gave the property a voice. He felt that visitors stay more connected with social media while on vacation than they do with email, so they can reach visitors more directly and immediately that way.

Bryan Allison (Vegas.com)

Bryan said that Vegas.com first identified those employees already using social media in the company. It helps them interact with visitors to answer questions about Las Vegas, and they’ve opened social media to almost everyone in the company.

Brandie Feuer (Planet Hollywood)

Brandy said that, amazingly, they had nearly 100% management support from the start. They saw social media as a way to engage with guests.

Michael Perhaes (MGM Grand)

Michael said that MGM Grand was later to the social media game, but they realized something needed to happen. Email promotions were losing their effectiveness, and social media offered a way to offer specials and promote events. He believes that in two years, Twitter and Facebook will be better for direct response than email marketing.

How can you take on the immediacy of social media? Who manages it?

The next question for the panel was how they address the immediate response required with social media and which department was responsible for managing social media.

Brad Goldberg (Luxor)

Brad said that the marketing and PR department currently manage social media and that several individuals manage it.

Peter Arceo (Las Vegas Hilton)

Peter said that they chose 2-3 appropriate people and they’ve mostly started with promoting community service events, like Toys for Tweets. They have limited resources at Hilton, but they are trying to expand the social media responsibility to others in the company as well. They plan to use the Zappos approach, which is to enable any employee to be involved in social media and NOT control the messages from those employees.

Bryan Allison (Vegas.com)

Bryan said that they have a team from the corporate side and agents who monitor 24/7. Bryan they also have no social media policy. They’re belief is “you’re an adult” so act responsibly. They do, however, teach employees how to use the technology and what the nomenclature is.

Brandie Feuer (Planet Hollywood)

Brandie said that interactive marketing and PR have the social media ownership at PH, but they, too, are trying to empower more employees. For example, the Poker Manager at PH has an account and answers questions about poker.

Michael Perhaes (MGM Grand)

Michael said that MGM Grand’s social media is owned by marketing. The restaurants also have Twitter and Facebook accounts and also use these media for direct response purposes. They too are trying to involve more employees. In one case, they have created a special character to answer questions about the MGM Grand.

Are there any risks or problems you’ve faced?

Michael Perhaes (MGM Grand)

Michael said they try to respond quickly to customer complaints, so it’s been working out OK so far. He said that social media has allowed them to resolve issues fast (for example, if a guest has a problem with his/her room).

What’s next?

Michael Perhaes (MGM Grand)

Michael said the key is to have fun and identify where your voice resides. He had a great example of a new campaign MGM Grand launched called “Tweet Your Sins”. If you tweet your Las Vegas sin, you are entered to win free stay.

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Live from Pubcon Vegas: Keynote Panel: Vegas Strip Hotel Marketing Departments

November 11, 2009 | 3 min read
By Janet Driscoll Miller

This morning’s keynote panel was very interesting — made up of social media representatives from many of the popular strip hotels.

How did you get your start with social media?

The first question posed to the panel was about how they got started with social media.

Peter Arceo (Las Vegas Hilton)

Peter runs casino marketing and was asked to develop a social media program. He didn’t know much about social media, but he attended a conference and that helped him get started. His #1 rule: Listen to the customer! He encouraged listening for a while before engaging.

Brad Goldberg (Luxor)

Brad said that they were early adopters of social media — it gave the property a voice. He felt that visitors stay more connected with social media while on vacation than they do with email, so they can reach visitors more directly and immediately that way.

Bryan Allison (Vegas.com)

Bryan said that Vegas.com first identified those employees already using social media in the company. It helps them interact with visitors to answer questions about Las Vegas, and they’ve opened social media to almost everyone in the company.

Brandie Feuer (Planet Hollywood)

Brandy said that, amazingly, they had nearly 100% management support from the start. They saw social media as a way to engage with guests.

Michael Perhaes (MGM Grand)

Michael said that MGM Grand was later to the social media game, but they realized something needed to happen. Email promotions were losing their effectiveness, and social media offered a way to offer specials and promote events. He believes that in two years, Twitter and Facebook will be better for direct response than email marketing.

How can you take on the immediacy of social media? Who manages it?

The next question for the panel was how they address the immediate response required with social media and which department was responsible for managing social media.

Brad Goldberg (Luxor)

Brad said that the marketing and PR department currently manage social media and that several individuals manage it.

Peter Arceo (Las Vegas Hilton)

Peter said that they chose 2-3 appropriate people and they’ve mostly started with promoting community service events, like Toys for Tweets. They have limited resources at Hilton, but they are trying to expand the social media responsibility to others in the company as well. They plan to use the Zappos approach, which is to enable any employee to be involved in social media and NOT control the messages from those employees.

Bryan Allison (Vegas.com)

Bryan said that they have a team from the corporate side and agents who monitor 24/7. Bryan they also have no social media policy. They’re belief is “you’re an adult” so act responsibly. They do, however, teach employees how to use the technology and what the nomenclature is.

Brandie Feuer (Planet Hollywood)

Brandie said that interactive marketing and PR have the social media ownership at PH, but they, too, are trying to empower more employees. For example, the Poker Manager at PH has an account and answers questions about poker.

Michael Perhaes (MGM Grand)

Michael said that MGM Grand’s social media is owned by marketing. The restaurants also have Twitter and Facebook accounts and also use these media for direct response purposes. They too are trying to involve more employees. In one case, they have created a special character to answer questions about the MGM Grand.

Are there any risks or problems you’ve faced?

Michael Perhaes (MGM Grand)

Michael said they try to respond quickly to customer complaints, so it’s been working out OK so far. He said that social media has allowed them to resolve issues fast (for example, if a guest has a problem with his/her room).

What’s next?

Michael Perhaes (MGM Grand)

Michael said the key is to have fun and identify where your voice resides. He had a great example of a new campaign MGM Grand launched called “Tweet Your Sins”. If you tweet your Las Vegas sin, you are entered to win free stay.

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Topic: 
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