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.

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Building Community and Driving Local Business with Social Media

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