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MGM Resorts Provides Insights into its Social Media Marketing Strategy



MGM Resorts Provides Insights into its Social Media Marketing Strategy

Meta has published the latest video in its helpful ‘Social Skills’ series, which provides insights and tips on how big brands are making best use of Facebook and Instagram for their promotional efforts.

The latest video in the series – the second of season 2 – is an interview with Derek Schoen, the Vice President of Paid Media and Social Strategy at MGM Resorts, and is a must-watch for those in the tourism and event promotion sector.

Schoen’s top tips for improving your Facebook and Instagram marketing fall into three key categories.

1. Evoke emotion

A key part of MGM’s strategy is showcasing what’s on offer at its destination hotels, and what people are missing out on. In order to maximize FOMO, MGM leans on user-generated content, while Schoen also notes that Live is a great way to present ‘what you could be experiencing if you were here’.

As per Schoen:


“We do a lot of immersive and video content, whether it’s something quick and digestible like Stories or an instant experience that allows them to learn a little bit more about our properties and engage with them directly.”

2. Testing

Schoen also provides some notes on MGMs approach to split testing in order to maximize ad performance.

Schoen says that they conduct a wide breadth of split tests, on a range of variables to find the best combination to maximize performance.

“Something as simple as changing the copy in a headline, or in the post copy, [an image of] a restaurant full of people versus a plate of food, and see what performs best.”

This is an important consideration – even if your testing involves minor elements and tweaks, they can have a big influence on performance, so it is worth trying out different variations of your ads to see what people are responding to, and refine your approach.

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Schoen further notes that you’ll often be surprised by how impactful the smaller details can be.

3. Personalization


Finally, Schoen praises Facebook’s Dynamic Ads for Travel as a key outreach element for MGM. Dynamic Travel Ads enable travel brands to retarget prospective travelers who have already shown interest in a trip or activity – either on your website, in your app, or within broader web search activity.

Dynamic Travel Ads utilize uploaded brand inventory to highlight the most relevant destination and details to each user – which, as Schoen notes, enables personalization at scale.

“The great thing about Facebook is that it allows us to personalize what content is shown based on where consumers are at within their life cycle.”

These are some valuable notes for travel brands, and it’s worth taking a look at the full video to see how Schoen views the various aspects of Meta’s tools for promotion.

You can also watch the first video in Season 2 of the ‘Social Skills’ series – an interview with Bark’s Alexis Nelson here.

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Elon Musk’s Team Asks for More Data to Complete Assessment of Twitter Bots



Elon Musk's Team Asks for More Data to Complete Assessment of Twitter Bots

Okay, let’s just check in on the latest with the Twitter/Elon Musk takeover saga, and where things are placed to close out the week.

According to the latest reports, Musk’s team recently asked Twitter for more tweet info, in order to help it make an accurate assessment of bot activity in the app. This comes after Musk questioned Twitter’s claim that bots and fake accounts make up only 5% of its active user base, and said that his Twitter takeover deal could not go ahead unless Twitter could produce more evidence to support this figure.

Which Twitter did, by providing Musk with access to its ‘full firehose’ of tweets over a given period, which it shared with Musk’s team back on June 8th. Musk’s group has now had that data for a couple of weeks, but this week, it said that this info is not enough to go on, and that it needs even more insight from Twitter to make its judgment.

And after initially resisting calls for more data access, Twitter has now reportedly relented and handed over more tweet data access to Musk’s team.

Which may or may not be a concern, depending on how you see it.

In its initial data dump, Twitter reportedly gave Musk’s team info on:

  • Total user tweets (within a given time period)
  • Data on which devices were used

As noted, Musk’s team says that this has not provided it with the insight that it needs to conduct an accurate analysis of potential bot activity, so Twitter has now provided Musk with more ‘real-time API data’.

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It’s not clear whether that means that Twitter has provided everything that its API systems can provide, but that could mean that Musk’s team can now access:

  • Real-time info on tweet text and visual elements/attachments
  • Data on retweets, replies, and quote Tweets for each
  • Data on tweet author, mentioned users, tagged locations, hashtag and cashtag symbols, etc
  • Date, time, location, device info

That should satisfy any analytical needs to uncover potential bot trends, and get a better handle on Twitter’s bot problem, though it also means that Musk has all your tweet info – which, again, it’s worth noting, Twitter up till now had been hesitant to provide.

I’m sure it’s fine. Musk’s team is beholden to disclosure laws around such, so it’s not like they can do anything much with that info anyway, in a legal sense. But the idea that the sometimes erratic Elon Musk now has all the tweets could be a little concerning for some.

But Twitter likely had to provide what it can, and if Musk is going to become CEO of the app soon anyway, he’s going to have access to all of that data either way.

But still, given Musk and Co’s past history of undermining and attacking critics, sacking trouble maker employees and digging up potential dirt on rivals, it sits a little uneasy.

Should be fine. No problems – no need to go deleting all your DMs (which are likely not included in the data that Twitter has provided at this stage).

According to reports, Musk’s team says that it now has the info it needs to make its assessment of bot activity, which should see the deal move forward (or not) sometime soon.

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Of course, no one knows what exactly is going to happen next, and whether Musk’s team will look to renegotiate, or even back out of the deal entirely as a result of its bot analysis. But it does seem like, one way or another, Musk will be forced to go ahead with the $44 billion transaction, with Twitter’s past bot reporting methodology already accepted by the SEC, giving it legal grounding to argue that it’s acted in good faith, regardless of what Musk’s team finds.

The next steps then, according to Musk, would be securing debt financing and gaining Twitter shareholder approval, clearing the last hurdles for Musk to change the app’s name to ‘Telsla Social’, and add a million references to ‘420’ into the platforms various terms and conditions.

Because of the memes, because weed jokes are still funny to the richest man in the world – because he vacillates between inspired genius and a massive nerd who now gets to play out some fantasy of being cool.


Or something. Who knows what goes on in Elon Musk’s head – which is also why most are hesitant to bet against him, as nobody knows if and how he might be able to fix Twitter, and whether this is a great investment or a massive disaster.

It seems like we may soon find out. Maybe. Who knows. Either way, the memes should be great.

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