Social Media Engagement For The Resort Industry

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You’ve lit up your resort’s blog, Facebook, Twitter, MySpace and Flickr. Now what? Developing a social media brand strategy that delivers results is more than just shoveling content and grooming blog posts. It takes an entirely different approach from traditional brand PR and resort marketing to be successful. In this informative panel, we’ve assembled four industry social media evangelists to present their experience and techniques around topics of authenticity, reputation, managing bad pr, social influence and social objects, gifting, promotion, and most importantly, managing multivariate brand conversations with your skiers and riders.

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Social Media Engagement For The Resort Industry

  1. 1. Social Media Engagement for the Resort Industry Michelle Evans - Grouse Mountain Resort Eric Hoffman - Park City Mountain Resort David LaPlante - Twelve Horses Milena Regos - Diamond Peak Ski Resort
  2. 2. Social Media 101 Why use Social Media for your Resort?                 “Research shows ‘consumer opinions posted online’ are trusted more than newspapers.” -Times Online April ‘09 
  3. 3. Social Media 101 Communication Sites Collaboration Sites     • Blogs • Wikis • Social Networks • Social Bookmarking o Facebook o Delicious o MySpace o StumbleUpon o LinkedIn o Google Reader o Ning (build your own) •  Social News •  Micro-Blogs o Digg o Twitter o Reddit
  4. 4. Social Media 101 Mulitmedia Sites Review and Opinion Sites     • Photo Sharing • Reviews o Flickr o Tripadvisor o Picassa o Yelp • Video Sharing • Forums o YouTube o Tripadvisor o Vimeo o Yelp o Viddler •  LifeStreaming o YouStream o Justin.tv
  5. 5. Social Media 101 "Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time." http://blog.nielsen.com/nielsenwire/ "In the U.S. alone, total minutes spent on social networking sites has increased 83 percent year-over-year. In fact, total minutes spent on Facebook increased nearly 700 percent year- over-year, growing from 1.7 billion minutes in April 2008 to 13.9 billion in April 2009, making it the No. 1 social networking site when ranked by total minutes for the month." http://blog.nielsen.com/nielsenwire/online_mobile/
  6. 6. Social Media 101   Facebook alone has over 250 million users  
  7. 7. Social Media 101 Global Snapshot of Bloggers                      Source: Technorati - State of the Blogosphere 2008 Report  
  8. 8. Social Media 101
  9. 9. Social Media 101 13 hours of video uploaded to YouTube every minute 100 million videos viewed per day on YouTube 13 million articles available on Wikipedia 3.6 billion photos archived on Flickr as of June 2009 1382% growth rate of twitter users from Jan to Feb 2009 3 million tweets per day 5 billion minutes spent on Facebook daily 1 billion pieces of content shared on Facebook each week Source: Marta Kagen, What the F**K is Social Media: One Year Later
  10. 10. Social Media Strategy in 4 steps 1. Listen                      2. Plan & Organize   3. Engage   4. Measure
  11. 11. Diggnation Episode #38 Mar 23, 2006 Ho! Welcome to Diggnation, episode   number 38, I'm Kevin Rose.   Yes! And we are here in Reno... And also Mount Rose. Because we are Reno! Yeah baby! I'm gonna say: going snow-boarding tomorrow. bigger turnout than San Francisco. Yes. Yes, Mount Rose Yes Really? Anyone gonna join us snow-boarding, Oh yeah Are you kidding me? skiing? Yeah you're right Who's coming snow-boarding, skiing? Look at this. Yeah? That's cool That's a lot of They like to drink too. They like to people. buy us shots! So We're not going to be there, at like Oh Jeez. The worst thing we coulda 8am. ever done was take Jaegermeister uh, Clearly. shots on the show. Look at this: this We thought we might be, but there's is death of our liver lined up. this. Right. We should start off with one. I never had that intention. So...Yeah, Should we start off with one? Alright. this is pretty... Here we go. One oclock probably. Ah, Twelve- thirty.
  12. 12. Create a conversation . Remarkable things get remarks!
  13. 13. #snowcial @skiheavenly
  14. 14. Left vs. Right Strategic Thinkers Creative Thinkers (product focused) (experience focused) Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal Physical 1/0 Grey Internal External Non-social Social
  15. 15. Social Media Strategy in 4 Steps 1. Listen 2. Plan & Organize • Google Alerts • Know your brand • Twitter Search • Learn the culture • Review Sites • Determine objectives • Inbound Links • Establish your KPI's • Paid Tools e.g. Radian6 • Assign resources
  16. 16. Social Media Strategy in 4 Steps 3. Engage 4. Measure • Develop trust • Provide value • Review results - KPIs • Get creative • Monitor web traffic • Maintain brand integrity • Monitor inbound links • Retweets & diggs   • Blog posts & comments • Net Promoter Score • Views, leads, etc.
  17. 17. Social Media Employee Engagement 1. It's not about technology. It's about the people.   2. Get buy in from your company.   3. Employee involvement Do's and Dont's.   4. Create a plan. Write your social media policy.
  18. 18. Getting Creative with Social Media keep it FUN Check out:  Evian break dancing babies New Zealand Air TV spot American Skiing Company Passholder Community
  19. 19. Social Media in a Crisis Start a Crisis Fuel a Crisis It's effective at informing people in a crisis
  20. 20. Managing the Conversation • Social Networking • Bookmarking • Microblogging • Eventing • Blogging • Answering • In-Boxes • Video Sharing • Photo Sharing • Feeding
  21. 21. THANKS!   Michelle Evans - Grouse Mountain Resort @seeking_balance   Eric Hoffman - Park City Mountain Resort @eric_hoffman   David LaPlante - Twelve Horses @davidlaplante Milena Regos - Diamond Peak Ski Resort @milenaregos Find this presentation online at: Slideshare.net/erichoffman

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