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Is @WynnLasVegas #dead?

By Chuckmonster on Monday, 16th May 2011 2:16am
  » filed under Wynn Resorts  comments: 7

   

So, it has been a coupla months since the head of Wynn Las Vegas' social media program - along with most of the rest of the Marketing & PR department - was jettisoned. It has become quite apparent in the intervening time that this turnover wasn't part of regime change rollover but instead a vote of no confidence in social media as a sturdy marketing technology.

I've taken the last 60 days of utterances from @wynnlasvegas and presented them the timeline below, color coded for "type" of tweet. During the first 30 days, the majority of these tweets were "personal touch promotional" which can be best described as promotional suggestions to guests on property who were interacting with the resort on Twitter. The value added here isn't easily measured, but it is very apparent that each suggestion was carefully tailored to the guests preferences. After slogging through reading and categorizing 90 days of this stuff, even I'm piqued to try the near daily recommendation of bacon muffins at SW.

Over the course of the graph, the number of utterances from the Wynn social media team is decreasing each day, often with multiple days between anything happening. Tweets are also landing in polar opposite categories - hard promotions and damage control.

Wynn Twitter Dead

Twitter is a telephone line. If the phone isn't answered a) you won't make a sale b) you do more damage control c) people eventually stop calling. What old hat, stick in the mud, bean counting, execs rooted in old world analytics don't realize is that throwing social media outreach under the bus is customer service suicide.

Good luck with that.



Tagged: wynn las vegas   social media   





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Comments & Discussion:

I agree that the resort should be open to new ways to respond and interact with guests, but I have my doubts if social media as it exists adds much to the mix in this case. I know Wynn is moving away from its stuffier roots into more of the youthful party scene, which Twitter would seemingly be beneficial, but I think its more complicated than just getting your message out on any platform. Are young people using Twitter? Absolutely. Are they using it to find deals and updates on a resort they might stay at once on Spring Break? Are they using it to spread the word on nightclubs? Well, nightlife is fickle, and alot of places thrive on the perception of exclusivity, not volume. I'm sure there was a dedicated following, but the vast majority of visitors don't goto Vegas enough to really justify a continued information stream from a particular resort. It's just overload at some point. Social media is the buzz word of the moment in big business, and I think we've seen a bubble of sorts in what businesses think they can do with it, versus the reality in some cases.

As far as my experience with social media goes, last December I stayed at the Mirage for the Cosmo opening. After tweeting about a minor problem with my room, within hours I got a direct message from the Mirage's social team asking my room number and I then found myself upgraded to a suite. The next day I was DM'd again to make sure my room was satisfactory.

In conclusion, does social media work? Yes. Is it mutually beneficial to both the customer and business? I think so. Does the Mirage have a good social media team? Absolutely. Does Wynn? Errrr...

At least Marylin's saving them money in that department.

I fear Wynncore will suffer benign neglect. After watching Steve Wynn's Bloomberg interview, he practically dismissed Las Vegas in favor of Macau and, of course, couldn't resist ranting a little about the Obama administration. He wasn't misinterpreted this time when he said that WYNN is a Chinese company. When he said that Macau's revenue is 3-1 or 4-1 that of Vegas and that almost all profit comes from Macau, it's clear to me he's leaving Vegas to Marilyn Spiegel and others. I agree with his frustration that no one is dealing with deficit problem in U.S.
http://www.bloomberg.com/video/69773442/

This is a great post and especially interesting to me because this issue has been on my mind for at least the past six months. I stumbled across Wynn’s twitter (through their mobile app for Iphone) as I was preparing for my first stay there last year. Wynn’s social media marketing campaign, I felt, was personal, creative and appealing. Aside from their twitter account, I also liked reading www.visitwynn.com (which has also been dead for months). For me, both of these platforms enticed me to explore everything that Wynn had to offer—rooms, food, casino, spa, nightlife, etc. In particular, for an east coast guy, I was able to “connect” with Wynn on a constant basis. After my trip, I would routinely check the twitter feed to see what I was missing; in a very concrete sense, tapping into Wynn’s twitter feed allowed me to experience Wynn even though I could not physically.
Essentially, I believe that social media can be an effective tool to reach potential customers, given that it’s done correctly and that the target audience is interested in it. Marketing managers need to consider: imagine if you could get 10 minutes of uninterrupted time to showcase your product? Truth is: that’s the case when I wait for the train on the way home from work; I’ll often check out the twitter feeds and Iphone apps of various LV casinos. An engaging and creative marketing campaign, like Wynn’s twitter was, is ideal. Additionally, one of the strengths I thought Wynn’s twitter feed offered was its ability to quickly respond to any complaint—thereby, reinforcing its reputation for customer service (at least on the surface).
Why Wynn’s management team believes this was/is not working is beyond me. Though I understand, management must be looking at ROI metrics, I think it is very short-sighted to abandon (and ignore) this emerging type of marketing campaign, particularly because I found Wynn’s social marketing techniques innovative and…well… connective. I was always under the impression that Wynn (as a manager) wanted to provide his customers with the best of experiences; unfortunately, letting their social marketing campaign stall and/or die is unsettling.

I totally agree that Wynn is not what it used to be that and if they continue changing, soon they will not be set apart from Bellagio, Palazzo, MO and other self proclaimed luxury resorts/hotel. However, times still hard in Las Vegas and in order to keep these mega resorts open, they have no choice other than cut some not so necessary services. The decision of decreasing the numbers of utterance on their twitter probably came after realizing that out of their almost 400,000 followers, only a few were actually staying and spending money at Wynn.
I think it is not fair to say they are neglecting their Las Vegas resort, especially after a mega renovation in all 2,900 rooms after only 5 years being open. Not to say their public areas still flawless and in great condition. It is just a matter of cutting expenses wherever they can.
As for Wynn saying his company is Chinese, well... he is just being a big baby who complains about the government at all times. With his money and knowledge, he could reinvent himself and Las Vegas like he did in the past. Unless, he no longer is capable to do that. In this case, he better go to China and leave Las Vegas to people who really can make the change.

BTW, 2,700 rooms were renovated...

I for one am truly saddened by the about face Wynn Las Vegas has done in regards to its social media networking. I have never received a faster response regarding a compliment/complaint or concern as I have through twitter.Ever try to reach a company by email or snail mail and then wait several days for a "stock answer" that never really answered your question? The first time I used twitter I was amazed how fast my tweet was addressed! I started patronizing companies more that were on Twitter.I believe they are more in tune with their customers needs then companies who can't be bothered with the extra effort.Jade Bailey did a superb job of making me more a fan of Wynn than I already was. I felt like a valued customer of the Wynn. After just returning from a trip to the Wynn I can say that I really missed this direct connection from the inside. With the exception of Society cafe any tweets about the Wynn were unanswered.Where the Mirage has continued to embrace the use of social networking,the Wynn has not. How sad to have built up almost 400,000 followers and then just leave us in the dark.I really hope that Wynn Las Vegas will see this is an error to abandon the twitter universe and bring back the tweets!



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