Building Community and Driving Local Business with Social Media
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Building Community and Driving Local Business with Social Media

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Using social media tactics as part of a bigger marketing strategy, including a case study of a campaign for Grand Geneva Resort.

Using social media tactics as part of a bigger marketing strategy, including a case study of a campaign for Grand Geneva Resort.

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    Building Community and Driving Local Business with Social Media Building Community and Driving Local Business with Social Media Presentation Transcript

    • Building Community and Driving Local Business with Social Media Christine Beuchert Marcus Hotels & Resorts April 8, 2010
    • Love it or Hate it, social media is impacting your business SOCIAL MEDIA: HYPE OR A REAL MARKETING CHANNEL?
    • Facebook Surpasses Google
    • Forrester Predicts Huge Growth for Social Media Marketing
    • Start with the basics; listen to your customer ARE YOU THERE, RETAIL OWNER? IT’S ME, YOUR CUSTOMER
    • Customer service doesn’t end at your doorway. SHOW YOU CARE, TALK TO YOUR CUSTOMERS
    • 2009 SM Plan: Get on Facebook, Twitter and YouTube 2010 SM Plan: Develop a Strategy SM MARKETING EVOLUTION
    • “If you follow me on Twitter, I do not own your heart. I may own your pocketbook momentarily. And I may own your attention for five seconds, but that’s it” -Malcolm Gladwell, writer and pop sociologist
    • Campaign: Grand Geneva Resort, Lake Geneva WI Objective: Grow customer base and revenue for the Mountain Top Ski Hill
    • Promotion: Free ski hill access on opening weekend. Only FaceBook visitors that became fans could download a printable voucher.
    • Social Media Plan Mapped
    • Pre-Event During Event Post Event
    • Holistic plan included traditional PR and online marketing
    • On-site tweets, pics, video posts
    • Post Event Analysis Successful campaign by all measurements: • 1,800 vouchers redeemed • January ski hill revenue up 9% year-over-year • Grand Geneva SM community grew 30x • Online engagement and evangelism have skyrocketed
    • Anatomy of a Marketing Determine Campaign Need/Desired Outcome Compelling Distribute value effectively message Your success requires attention to all three.
    • Marketing Distribution on Social Media GETTING DOWN TO TACTICS
    • Visibility
    • Customer Acquisition
    • Incent Desired Outcomes
    • Facebook Tactics • Promote Events • Promote FB page from your website, email, other media • Couponing and contests that encourage participation and grow community • To engage, share relevant links and stories from outside your brand • Target your audience with Facebook Ads
    • Twitter Tactics • Monitor and respond to customers • Locate nearby or frequent customers, tie in with Foursquare and other location-based applications • Supplement Facebook tactics • Promote and link to other information • Build a following based on your expertise or a specific topic
    • Do you know the Mayor ? You should… LOCATION-BASED SOCIAL MEDIA
    • Foursquare tactics •Offer a FourSquare deal •Recognize your Mayor •Promote FourSquare presence •Educate staff •Tie in with Twitter
    • Parting thoughts • Have a plan • Discuss Social Media with your staff • Make it fun and share the job • Stay current with changes
    • Building Community and Driving Local Business with Social Media Christine Beuchert Director of Ecommerce and Performance Marketing at Marcus Hotels linkedin.com/in/christinebeuchert twitter.com/cbeuchert christinebeuchert@marcushotels.com