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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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  • 1. Building Community and Driving Local Business with Social Media Christine Beuchert Marcus Hotels & Resorts April 8, 2010
  • 2. Love it or Hate it, social media is impacting your business SOCIAL MEDIA: HYPE OR A REAL MARKETING CHANNEL?
  • 3. Facebook Surpasses Google
  • 4. Forrester Predicts Huge Growth for Social Media Marketing
  • 5. Start with the basics; listen to your customer ARE YOU THERE, RETAIL OWNER? IT’S ME, YOUR CUSTOMER
  • 6. Customer service doesn’t end at your doorway. SHOW YOU CARE, TALK TO YOUR CUSTOMERS
  • 7. 2009 SM Plan: Get on Facebook, Twitter and YouTube 2010 SM Plan: Develop a Strategy SM MARKETING EVOLUTION
  • 8. “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
  • 9. Campaign: Grand Geneva Resort, Lake Geneva WI Objective: Grow customer base and revenue for the Mountain Top Ski Hill
  • 10. Promotion: Free ski hill access on opening weekend. Only FaceBook visitors that became fans could download a printable voucher.
  • 11. Social Media Plan Mapped
  • 12. Pre-Event During Event Post Event
  • 13. Holistic plan included traditional PR and online marketing
  • 14. On-site tweets, pics, video posts
  • 15. 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
  • 16. Anatomy of a Marketing Determine Campaign Need/Desired Outcome Compelling Distribute value effectively message Your success requires attention to all three.
  • 17. Marketing Distribution on Social Media GETTING DOWN TO TACTICS
  • 18. Visibility
  • 19. Customer Acquisition
  • 20. Incent Desired Outcomes
  • 21. 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
  • 22. 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
  • 23. Do you know the Mayor ? You should… LOCATION-BASED SOCIAL MEDIA
  • 24. Foursquare tactics •Offer a FourSquare deal •Recognize your Mayor •Promote FourSquare presence •Educate staff •Tie in with Twitter
  • 25. Parting thoughts • Have a plan • Discuss Social Media with your staff • Make it fun and share the job • Stay current with changes
  • 26. 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