Building Community and Driving
Local Business with Social Media
         Christine Beuchert
         Marcus Hotels & Resor...
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...
Campaign:
  Grand Geneva Resort, Lake Geneva WI




 Objective: Grow customer base and
revenue for the Mountain Top Ski Hi...
Promotion: Free ski hill access on opening weekend. Only FaceBook
visitors that became fans could download a printable vou...
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% ye...
Anatomy of a Marketing    Determine
Campaign
                         Need/Desired
                           Outcome


  ...
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 ...
Twitter Tactics
• Monitor and respond to customers
• Locate nearby or frequent customers, tie in
  with Foursquare and oth...
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...
Parting thoughts
•   Have a plan
•   Discuss Social Media with your staff
•   Make it fun and share the job
•   Stay curre...
Building Community and Driving
Local Business with Social Media
                  Christine Beuchert
   Director of Ecomme...
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Building Community and Driving Local Business with Social Media
Upcoming SlideShare
Loading in...5
×

Building Community and Driving Local Business with Social Media

700

Published on

Using social media as part of your marketing strategy, including a case study from Grand Geneva Resort.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
700
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
22
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Tipping Point, Blink. Strong connections not built via SM, experimental phase… ie. AOL, MySpace
  • Raising Awareness: Printable coupon usage increased 308% during the first half of 2009Groupon, Local.com, Craigslist, Google Local and othersAllow and encourage users to share discounts
  • 100,000 Users added in 10 days
  • 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 linkedin.com/in/christinebeuchert twitter.com/cbeuchert christinebeuchert@marcushotels.com
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×