1、SOCIAL BiG DATAHELPING WYNN PALACE TO OWN ONLINE BOOKING,Competitive social buzz,2,Top 3 SOV:City of Dreams,Studio City and Galaxy,Data cover Sina Weibo buzz volume is calculated by posts mentions on brand name.,Real-time grasping the consumers online who are at casinos,planning to go to casinos and2、 Macao Sands.(Eg.2015.6),79,526users referring the keywords below in June 2015-being at casinos-planning to go to casinos-reserving the air tickets and hotels in Macao,WYNN PALACE PRISTINE DATABASE100,000 GOLDEN TA,HOW TO FIND THEM,4,Have A Travel Plan,Plan To Go To Casinos/Macao,Mentioned Competiti3、ve Hotels Before,CORE CONSUMERS,Who are they,5,SHARE PICTURES,MAKE PLANS,GAMBLE,Business Trip,，FEMALE,，MALE,Great difference between discussion of males and females.Males talk more about gamble when mentioned competitive hotel while females just think of these hotels as a tourist destination.,Who is4、 TA followed?,6,Celebrity,Based-KOL,Gourmet/Travel/Luxury/ArtBig Icon,Gourmet：刘一帆,Travel：行走40国,Luxury：吉良先生,Art：意匠ID,回忆专用小马甲,薛好大,粽粽粽粽粽粽粽,一起去旅行,全球时尚,7,How to connect WYNN PALACE with TA on Social platform?,8,Focus on:”Game experience for guest”&”Distinguished service for guest”.The guest is the owner,5、they deserve to acquire royal and distinguished service.,WYNN PALACE,9,10,WYNN PALACE,TA,Inform the opening information；Spread our feature;Promote the exclusive concept.,Find a exclusive hotel;Enjoy the sense of identity with high quality.,Search/Invite,Found/Exclusive,11,H5 for“永利私享家“invitation.,Ob6、jective,Road map,Jun 16th,Lead the crowd focus on our opening information.,Keep advertise to lead the crowd participate.,Slogan,永利私享家,Jun 25th,Idea,Official weibo publish the invitations.,Celebrities show their invitations.,KOL advertise in staged.,Ending,Award to the fans whom join in.,Fans show th7、eir awards.,Platform,Sina Weibo,Sina Weibo,WeChat,H5,Jul 3rd,13,Start inviteThe official wechat post opening information in invitation form,and expose the feature of the hotel.,Celebrities interactCelebrities show the photos which present the feature of our hotel.,Make the Experience.Extract the fan8、s whom repost our invitations to have an experience in our hotel,and award prize.,Build up the momentum by invitation on social platform,14,永利皇宫,June 16thOfficial weibo post invitations.,#永利私享家#澳门永利皇宫向您发出邀请。转发此微博，一句话说出邀请函后对您最优吸引力的地方，我们将诚邀3位朋友来永利免费体验皇室尊享感受。,*The invitation is consist by 3*3 pictures,9、there will be a feature about WYNN Palace relate to each picture.,Initiate invite-Official Weibo,15,H5:Show realistic viewTouch the fingerprint to get the treasure.The invitation will be shown in your sight.Youll get the introduce of the hotels views after you touch the invitation.On wechat，Gourmet/10、Travel/Luxury/ArtFour kinds of the Big Icon will post our H5 in the same time.,Initiate invite-H5,16,Repost invitation on weibo,这是，来自皇宫的邀请函！,想去的朋友在哪里？,听说每块大理石都很讲究,米其林二星也是他们家的,邀请,Repost by KOL,17,Celebrities show their experience in hotel,受邀入住了Wynn还真是棒呢！,我的所有想象都在这里实现了！,不得不说，有种做梦的感觉,我在这里，你在哪儿呢？,奢华,Celebrities show their awards,Quotation,KPI,TotalImpressions200,000,000,TotalInteraction100,000,20,