Social Media Engagement
  for the Resort Industry
Michelle Evans - Grouse Mountain Resort
Eric Hoffman - Park City Mountai...
Social Media 101

Why use Social Media for your Resort?




“Research shows „consumer opinions posted online‟ are
trusted ...
Social Media 101

Communication Sites          Collaboration Sites

• Blogs                      • Wikis
• Social Networks...
Social Media 101

Mulitmedia Sites   Review and Opinion Sites

• Photo Sharing    • Reviews
   o Flickr           o Tripad...
Social Media 101

"Two-thirds of the world‟s Internet population visit social
networking or blogging sites, accounting for...
Social Media 101




Facebook alone has over 250 million users
Social Media 101

Global Snapshot of Bloggers




Source: Technorati - State of the Blogosphere 2008 Report
Social Media 101
Social Media 101

13 hours of video uploaded to YouTube every minute
100 million videos viewed per day on YouTube
13 milli...
Social Media Strategy in 4 steps

1. Listen

2. Plan & Organize

3. Engage

4. Measure
Diggnation Episode #38 Mar 23, 2006
Ho! Welcome to Diggnation, episode
number 38, I'm Kevin Rose.
Yes! And we are here in ...
Create a conversation

.                  Remarkable things get
                   remarks!
#snowcial @skiheavenly
Left vs. Right

Strategic Thinkers   Creative Thinkers
(product focused)    (experience focused)
        Analytical   Intu...
Social Media Strategy in 4 Steps

1. Listen                    2. Plan & Organize
 • Google Alerts              • Know you...
Social Media Strategy in 4 Steps

3. Engage                     4. Measure
 • Develop trust
 • Provide value              ...
Social Media Employee Engagement

1. It's not about technology. It's about the people.

2. Get buy in from your company.

...
Getting Creative with Social Media

              keep it FUN
                   Check out:
           Evian break dancing...
Social Media in a Crisis

Start a Crisis
Fuel a Crisis
It's effective at informing people in a crisis
Managing the Conversation

•   Social Networking
•   Bookmarking
•   Microblogging
•   Eventing
•   Blogging
•   Answering...
THANKS!
Michelle Evans - Grouse Mountain Resort
@seeking_balance

Eric Hoffman - Park City Mountain Resort
@eric_hoffman

...
Social Media Engagement For The Resort Industr
Social Media Engagement For The Resort Industr
Social Media Engagement For The Resort Industr
Social Media Engagement For The Resort Industr
Social Media Engagement For The Resort Industr
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Social Media Engagement For The Resort Industr

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Social media is a great way for ski resorts to engage with their customers. David La Plante from Twelve Horses, Eric Hoffman from Park City, Michelle Evans from Grouse Mountain and Milena Regos from Diamond Peak discuss why and how ski resorts can create conversation with their customers.

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Social Media Engagement For The Resort Industr

  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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