I was looking for a marketing executive with knowledge of social media. I hit a home run when I
connected with Erin Levzow, Ecommerce Director for Palms Casino Resort. I conducted this
interview with more focus on the duties of Erin's position. I left impressed. You decide.
Erin Levzow is currently the Director of eCommerce and Interactive Marketing at Palms Casino Resort. She currently oversees all mobile, social, online initiatives for Palms Casino Resort and Palms Place Hotel and Spa. Prior she was with MGM Resorts International as an Internet Marketing Manager. She was responsible for internet planning and implementation for Monte Carlo, Mandalay Bay and New York New York Hotel, Beau Rivage, and Gold Strike. Erin has specialized in developing and implementing strategies to grow e-mail acquisition, mobile subscribers, and social media fans/followers. She has also worked in internet marketing for Caesars Entertainment creating and implementing new pages for their website, all sweepstakes and online promotions. Erin also has corporate HR training experience, training all newly promoted/hired managers for the western division of Caesars Entertainment. Erin moved to Las Vegas after graduating from Illinois State University.
1).How long
have you worked at the Palms?
1.5 years
2).Describe
your typical day?
Start work
between 6-7:30am by checking emails, finishing up loose ends from night before
and making a to-do list for the remainder of the day. The day typically
involves a lot of coffee, meetings about social, marketing, website, and guest
relations followed by vendor, publisher, and other outside company
meetings. I usually have a bit of desk
time and then at about 5pm I leave pick up the kiddos, get them fed, put them
to bed and pop open the laptop for some follow up emails before calling it a
night.
3).How do you
measure the impact of social media with casinos?
Through
multiple different solutions whether Google Analytics, 3rd party ad
tags for paid social posts, fan/follow growth and engagement rate. We track all
of this manually and with reports that we have built.
4).What are the
best methods for connecting with casino customers over 45?
Email.
5).What are the
best methods for connecting with casino customers under 30?
Social Media
and SMS.
7).Online
Gaming is about to launch in Delaware and New Jersey. They are using the brick
and mortar casino games. Would it be conceivable to expand into social games as
well?
Yes.
8).Some casinos
spend only a fraction of their marketing dollars on social media. What would be
the perfect balance of an advertising budget? (print ,Media, billboards, etc.)
I think it
should be all in one bucket and focused on the customer journey. How do we think all these touch points impact
the customer journey and break it up based on that.
9).Compare regional casinos to destination resorts. Which is more reliant on customer data analysis? Why?
Both are very reliant. Destination resorts need to be able to analyze trip, garner new trips, and keep the customer engaged even when they are not there while the regional casino needs to have the daily data to keep the customer motivated and drive extra trips down the road.
Erin was a speaker on the panel moderated by Ryan Leeds. The panel was entitled Casino Connections: Social Media Today. This was part of the #SMBootCamp13.
Follow her at @Playnthestrs
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