Powering Experiences Through Video Content

Data and Content

BEVERLY W. JACKSON @BEVJACK

DECEMBER 2017

MGM RESORTS INTERNATIONAL

OUR MISS ION: I S A S IMPLE ONE

BELLAGIO ARIA VDARA MGM GRAND SIGNATURE MANDALAY BAY DELANO

MIRAGE BEAU RIVAGE BORGATA MGM GRAND DETROIT MGM NATIONAL HARBOR MGM SPRINGFIELD MGM MACAU

M G M R E S O R T S L U X U R Y D E S T I N AT I O N S

M G M R E S O R T S D E S T I N AT I O N S

MONTE CARLO NEW YORK-NEW YORK LUXOR EXCALIBUR CIRCUS CIRCUS GOLD STRIKE

MGM RESORTS INTERNAT IONAL

MGM RESORTS, WHERE THE WORLD COMES TO PLAY

CELEBRATING THE SPECIAL MOMENTS

DRIVING LOYALTY

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A CULTURE OF DATA DR IVEN CONTENT

PEOPLE TOOLS PROCESS

CONTENT

INSIGHTS

PERSONALIZATION & PERFORMANCE

NIMBLE MEDIA INVESTMENT & CONTENT

STRATEGY

DIGITAL STOREFRONT

A DATA CENTRIC STRATEGY

CLARITY OF GOALS, PURPOSE AND

OBJECTIVE

VIDEO TRENDS EPISODIC CONTENT

LIVE VIDEO INFLUENCERS

KPIs

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VIDEO STRATEGY

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CONTENT TYPE - VIDEO GROWTH YoY Thegrowthofvideocontentproducedisdirectlyresponsibleforthegrowthinbrandawareness,accountgrowthandorganicengagement.Strategically,theuseofvideobythesocialmediateamincludedstaffingdecisionbasedonvideoskills,theuseoflivevideo,videobasedcontentseriesandepisodicvideoprogramming.AccordingtoSocialBakersinareportlastFebruarywhichshowedthatvideopostsonFacebookweregeneratingthemostorganicreachofanyposttype.Videoisexpectedtoaccountforthree-quartersofallmobiletrafficby2020.Anotherindustryreportindicates,nearly80percentofallsocialmediatimeisspentonmobile.

Photos 2016

Photos 2015

Volume Change Variance

Videos 2016

Videos 2015

Volume Change Variance

BRAND

ARIA 348 169 179 106% 38 13 25 192%

Bellagio 419 182 237 130% 61 17 44 259%

MGM Grand 416 186 230 124% 94 3 91 3033%

Mandalay Bay 407 168 239 142% 102 28 74 264%

Delano 252 177 75 42% 74 17 57 335%

The Mirage 278 187 91 49% 41 11 30 273%

Excalibur 422 193 229 119% 38 4 34 850%

Luxor 375 188 187 99% 51 8 43 538%

Monte Carlo 381 188 193 103% 133 7 126 1800%

NYNY 443 174 269 155% 25 4 21 525%

Vdara 315 178 137 77% 20 12 8 67%

Signature 86 156 -70 -45% 1 4 -3 -75%

MGM Resorts 596 166 430 259% 131 32 99 309%

M Life Rewards 389 171 218 127% 53 23 30 130%

MGM RESORTS INTERNATIONAL

REAL TIME ORGANIC CONTENT PERFORMANCE

TELL GOOD STORIES

December 12, 2017 18

EFFECTIVE (SOCIAL) CONTENT IS RELEVANT,

TIMELY AND AUTHENTIC.

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20

LEVERAGE VIDEO TRENDS

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CROSS-CHANNEL PROMOTION

FROM THE B IG SCREEN TO THE MOBILE SCREEN

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EPISODIC CONTENT

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LIVE VIDEO

#L iveF romLV Innovation

•  Largest social live-streaming activation of its kind, ever •  True strategic partnership with Twitter •  Incredible content on a new scale Multi-Touch Point/Multi-Property

•  12 brands participated as did dozens of venues: ARIA, Vdara, MGM Grand, Signature, Mandalay Bay, Delano, NYNY, Monte Carlo, Excalibur, Luxor, Park Vegas, Park Theater

•  Strip Marquees UGC generated significant interaction •  Branded giveaways with campaign hashtag were

extremely popular Influencers Increase Reach

•  Joint Paid and Organic Influencer activation at scale •  Twitter’s Niche Influencers generated double the

contracted amount of content at 32 posts •  MGM Resorts Influencers delivered 213 Facebook and

Twitter posts •  Estimated reach of these posts is 4.5 million users across

6 social media networks

COLLABORATION

30

KPIs

RESULTS MATTER.

MEASURABLE PER CHANNEL

Shares Likes Replies Views Clicks Views Re-Pins

Engagement Rates

Comments Positive conversation

Click-Throughs Interactions Screenshots Click-Throughs

Click-Throughs Video Views

Community Size

Retweets Engagement Rate

Community Size

31 MGM RESORTS INTERNATIONAL

SOCIAL MEDIA DR IVES WEB TRAFF IC

CONTENT REACH AND

ENAGEMENT

CONTENT REACH & ENGAGEMENT

BBMA + DRAKE + CHER

NHL AWARDS – JUNE 2017

EVERYONE LOVES A WINNER

MGM RESORTS INTERNATIONAL

As of January 24, 2017

MGM Social Media grew by an average of 38% in 2016!

947,836

224,106

195,589

935,816

268,676

81,582

1,211,964

359,430

165,826

486,100

240,786

92,862

531,036

260,402

131,005

488,287

445,550

81,680

237,075

27,709

61,703

370,516

156,198

85,543

267,734

627,615

133,798

+11.5%

+17.1%

+74.6%

+4.7%

+17.3%

+256%

+9.5%

+13.7%

+109%

+11.6%

+20.6%

+200%

+23.9%

+22.2%

+224%

+28.4%

+6.2%

+118%

+6.2%

+15.5%

+104%

+27.0%

+21.5%

+282%

+31.3%

+4.5%

+144%

850,257 893,884 1,106,650 435,469 428,602 380,286 223,158 291,828 203,885

191,375 229,083 316,042 199,731 212,965 419,729 23,995 128,573 60,344

112,000 22,900 79,500 31,000 40,400 37,500 30,300 22,400 54,800

SOCIAL MEDIA COMPET I T ION IS F IERCE

38 MGM RESORTS INTERNATIONAL

ThankyouandseeyouinVegas!