Casino marketing departments should review our new infographic because, with social media, their customers are controlling the message.
Boise, ID (PRWEB) January 24, 2013
Facebook, Twitter and Yelp are now as much a part of casino marketing as Yellow Pages and newspaper ads once were and CasinoCustomerService.com has just published an infographic that shows how social media trends are impacting casinos.
“With old media, the advertiser controlled the story and message,” says Martin R. Baird, chief executive officer of CasinoCustomerService.com and Robinson & Associates, Inc., a guest service consulting firm to the global gaming industry. “The challenge is that today, with social media, casino guests control the message.”
The newly published infographic reveals interesting facts about social media, as well as questions that casino marketing departments need to address, Baird says. “Think about this: 56 percent of all tweets to companies go unanswered, according to AllTwitter,” Baird notes. “In the old days, would 56 percent of calls from people who found a business in the Yellow Pages have gone unanswered?”
The AllTwitter statistic alone makes better understanding of social media urgent, Baird says. “The first question is why aren’t casinos proactively responding to tweets?” Baird asks. “Even more important, why are customers tweeting to casinos and not communicating in a more direct manner? The answer is that it’s usually easier for the customer to tweet than it is to make a phone call or fill out a comment card. Social media is an easy form of communication for guests. Most casinos have not made it simple to share directly with them.”
The infographic also shows that more than half of Pinterest users interact with others about food, according to Baird. “What do casinos have on Pinterest?” Baird asks. “Most likely pictures of the casino, pools, the golf course and maybe a couple of restaurant shots. This one fact about Pinterest users should prompt casinos to change what they post to increase interest and readership.”
Lastly, casinos are missing opportunities if they are not part of the mobile age, Baird says. “A variety of studies show that between 21 and 25 percent of all Internet traffic is from mobile devices,” Baird says. “This means many people use their smartphone or tablet to get what they want about a casino and it better be easy to find. If a potential casino guest has to pinch and pull on his phone’s screen to get a phone number or map, the property has lost that customer to a competitor. Casinos must have a Web presence that is mobile and guest friendly.”
In the past, social media and sites like Twitter and Facebook were fun to talk about, but now these game changers must be analyzed, Baird says. “Social media must be given real consideration,” Baird explains. “Our new infographic shares great information that is a must for casino marketing decision makers in these highly competitive times.”
Martin R. Baird is a casino consultant and chief executive officer of Robinson & Associates, Inc. For 20 years, Robinson & Associates has been dedicated to helping casinos improve their guest service so they can compete and generate future growth and profitability. A Boise, Idaho-based consulting firm to the global gaming industry, Robinson & Associates is the world leader in casino guest experience measurement, management and improvement. Recently, it announced Simply Share, a real-time customer feedback platform that makes it fast and easy for casino customers to share their experience directly with casinos instead of posting comments online at social media sites.
For more information, visit the company’s Web site at http://www.casinocustomerservice.com or contact Lydia Baird, director of business development, at 208-991-2037 or lbaird(at)raresults(dot)com. Read about casino customer service improvement at Martin Baird’s blog at http://www.mbaird.blog.com. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.