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Modern Marketing Engine Podcast Sales Leadership

Betting and Winning on Social at MGM Resorts International

Beverly Jackson, Vice President, Social Media and Content Strategy at MGM Resorts International, discusses their social business strategy and reveals examples of how they’ve seen success with social media.

Beverly Jackson, Vice President, Social Media and Content Strategy at MGM Resorts International, is a social business executive extraordinaire. She has contributed to consistent double-digit growth of the GRAMMY Awards from 2009, including record-breaking broadcast, digital and social engagement numbers for the 54th GRAMMY Awards in February 2012.

Beverly now leads a high-performance entertainment and digital content marketing team at MGM Resorts International forging long-term strategic relationships that drive revenue. In this podcast, we discussed how she’s leading the social business strategy at MGM International and reviewed a few of their recent social media success stories.

On this episode you’ll discover:

  • How MGM Resorts is more than the big green building in Las Vegas and how more than 70% of their revenue comes from non-gaming activities.
  • How the content strategy at MGM Resorts ties all the brands together even though each one has its own tone and voice.
  • How Beverly has top-down support in her role and how they’ve broken down the silos for collaboration.
  • Why Beverly says her team works like an internal agency and is prepared to react in real time.
  • How MGM Resorts’ Social Media and Content Center of Excellence allows Beverly’s team to collaborate with other creatives in the organization.
  • How the MGM Resorts team segments their audience and optimizes content for conference attendees and vacationers.
  • How MGM Resorts always strives to tell the “experience story” to inspire, delight and entertain the guest.

“Tell the right story, with the right content, at the right time, on the right channel.” @BevJack

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  • How social media and content distribution was centralized in mid-2015 to operate as an enterprise.
  • How MGM Resorts has a spring offer going on that uses the hashtag #GottaVegas.
  • How they created a recap of 2015 with “Look Back 15” and how the campaign produced a content media storm.
  • How MGM Resorts created awareness around the New Years’ Snapchat campaign by displaying the logo on Luxor, one of their Las Vegas hotels and rolled it into January to involve the CES attendees.
The Snapchat logo displayed on the side of the Luxor, an MGM Resort in Las Vegas.

Featured On This Episode:

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P.S. Our next podcast features Stacey Jaffe, Managing Director of Social Media and Paid Ads atTeach For America.Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!

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By Bernie Borges

Bernie Borges is Co-founder and former Chief Customer Officer of Vengreso, the leader in virtual selling skills training and technology for today's modern sales rep. He was also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.