Sunday River Sugarloaf Social Media


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Darcy Liberty and Nick Lambert share with Social Media Breakfast Maine how Sunday River and Sugarloaf use social networks to create brand loyalty and promote Maine skiing.

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  • This is a snapshot of the tools that Sunday River uses to connect with our guests. As Nick noted, our guests have been using the web for years whether that's booking  reservations or finding our more about Sunday River in general. The addition of social media use to our marketing and public relations strategies allows us to now speak to them versus just at them.  
  • Media: journalists subscribe to blogs, tweets or Facebook. Creates instant updates. Opening Day Executing areas well and tying them into other areas Facebook Friday Succeeding because we have a plan and strategy, we're not just "winging it"
  • Allows Sunday River to tell specific stories.
  • Sunday River Sugarloaf Social Media

    1. 2. <ul><li>Darcy Liberty is a Maine native who returned home to become the Director of Communications for Sunday River after earning a masters degree and managing public relations for Winter Park Resort in Colorado but finding the winters not cold enough. </li></ul><ul><li>@DarcyLiberty </li></ul><ul><li>Nick Lambert aspires to lead the carefree life of a ski bum but is frequently derailed by his duties as Brand Manager for Sunday River and Sugarloaf, overseeing marketing communications and web development. </li></ul><ul><li>@nick_lambert </li></ul>
    2. 3. Social Media Objectives   In 140 characters:      Build brand awareness, loyalty and sense of     community by engaging and communicating     with our customers and key influencers.   Create a source of word-of-mouth advertising Participate in online discussions Build a combination of marketing, public relations and customer service
    3. 4. Sunday River Social Media Universe <ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Microblogging </li></ul></ul><ul><ul><li>Multimedia Sharing </li></ul></ul><ul><ul><li>Branded Communities </li></ul></ul>
    4. 5. Social Networks <ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>7,000 fans </li></ul></ul></ul><ul><ul><ul><li>Two-way communications </li></ul></ul></ul><ul><ul><ul><li>Offers, promotions </li></ul></ul></ul><ul><ul><ul><ul><li>Facebook Friday </li></ul></ul></ul></ul><ul><ul><ul><li>Voice and message is brand rather than personal </li></ul></ul></ul>
    5. 6. Blogs <ul><li>Integrated into our sites </li></ul><ul><li>Examples </li></ul><ul><ul><li>Snow Report </li></ul></ul><ul><ul><li>Golf Blog </li></ul></ul><ul><ul><li>50th Blog </li></ul></ul><ul><ul><li>Snow Reporter </li></ul></ul><ul><ul><li>Terrain Parks </li></ul></ul>
    6. 8. Microblogging <ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Heavy public interest through current media and pop culture buzz. </li></ul></ul></ul><ul><ul><ul><li>Combination of one- and two-way communication </li></ul></ul></ul><ul><ul><ul><li>Key customer service point.  </li></ul></ul></ul><ul><ul><ul><li>Multiple accounts for different objectives </li></ul></ul></ul><ul><ul><ul><ul><li>@sundayriver and @sundayriversnow </li></ul></ul></ul></ul><ul><ul><ul><li>Utilize lists to connect with media, fans and competition. It's about who you want to know, not necessarily who you already know... </li></ul></ul></ul>
    7. 9. Multimedia Sharing Make it easy (for yourself as well as your customers) to share content across different platforms:   Video   Photos   Social Bookmarking Social Network Posting Email RSS
    8. 10. Video <ul><ul><li>YouTube </li></ul></ul><ul><ul><ul><li>Custom players integrated into resort web sites </li></ul></ul></ul><ul><ul><ul><li>Facilitates user embedding and sharing </li></ul></ul></ul><ul><ul><ul><li>Trackable for both marketing and PR </li></ul></ul></ul>
    9. 11. Photos <ul><ul><li>Flickr </li></ul></ul><ul><ul><ul><li>Considering integration of photo galleries into primary sites </li></ul></ul></ul><ul><ul><ul><li>Back-end for </li></ul></ul></ul>
    10. 12. Bookmarking & Sharing <ul><ul><li>AddThis </li></ul></ul><ul><ul><ul><li>Contextual feature for applicable content: events, special offers, press releases, real estate, etc </li></ul></ul></ul><ul><ul><ul><li>Trackable </li></ul></ul></ul>
    11. 13. Bookmarking & Sharing
    12. 14. Branded Communities Started in the 90s   Evolution:      Chat room >      Message board >      Community >      Social network Offline growth
    13. 15. Community Objectives & Benefits <ul><ul><li>Build a sense community among loyalists - on and offline </li></ul></ul><ul><ul><li>Serve as a communication point with our customers </li></ul></ul><ul><ul><ul><li>  Marketing communications </li></ul></ul></ul><ul><ul><ul><li>  Market research </li></ul></ul></ul><ul><ul><li>Creates a place for our fans to connect and share - deepening involvement with our resort and our brand </li></ul></ul><ul><ul><li>Connect with and support our brand evangelists </li></ul></ul><ul><ul><li>Participate in the conversation </li></ul></ul><ul><ul><li>Sticky web content – encourage repeat visitation </li></ul></ul>
    14. 16. Why Our Community Has Succeed <ul><ul><li>We have a fun, sexy product  </li></ul></ul><ul><ul><li>We have a strong brand that our guests want to connect with </li></ul></ul><ul><ul><li>Company participation </li></ul></ul><ul><ul><li>Guest input </li></ul></ul><ul><ul><li>We talk to them, not at them </li></ul></ul>
    15. 17. Community Challenges <ul><ul><li>Expectations of real-time communications </li></ul></ul><ul><ul><li>Forum moderation and time commitment </li></ul></ul><ul><ul><li>Balancing personal voice with brand voice </li></ul></ul><ul><ul><li>Developing interesting topics day-in and day-out </li></ul></ul><ul><ul><li>When it snow, life is good. When it rains, it pours... </li></ul></ul>
    16. 18. Social Media Promotion & Integration <ul><li>Social media can and should be integrated into other online initiatives and traditional marketing channels </li></ul><ul><li>  </li></ul><ul><ul><li>If it's worth doing, it's worth promoting </li></ul></ul><ul><li>  </li></ul><ul><li>Leverage your fans </li></ul><ul><li>  </li></ul><ul><ul><li>Facilitate content posting and sharing </li></ul></ul><ul><ul><li>Create share-worthy content </li></ul></ul>
    17. 19. <ul><li>  </li></ul><ul><ul><li>Corporate web sites </li></ul></ul><ul><ul><ul><li>#1 Home page links </li></ul></ul></ul>
    18. 20. <ul><ul><li>Corporate web sites </li></ul></ul><ul><ul><ul><li>#2 Contextual links on internal pages </li></ul></ul></ul>
    19. 21. <ul><ul><li>Email marketing </li></ul></ul><ul><ul><ul><li>Social links </li></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Share buttons </li></ul></ul></ul>
    20. 22. <ul><ul><li>Print Collateral & Direct Mail </li></ul></ul><ul><ul><ul><li>Awareness: logos, url's, promotions </li></ul></ul></ul>
    21. 23. <ul><ul><li>Advertising </li></ul></ul><ul><ul><ul><li>Print, Broadcast, Online </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Packaging </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Environmental </li></ul></ul><ul><ul><ul><li>Signage, Awareness Programs </li></ul></ul></ul><ul><ul><li>Targeted Collateral </li></ul></ul><ul><ul><ul><li>Trade Show Materials, Hand-Outs </li></ul></ul></ul><ul><li>  </li></ul>
    22. 24. Voice / Communication <ul><li>Why pay attention to social media - because it is happening with or without your participation.  </li></ul><ul><li>  In addition to spreading good news, it is also spreads bad news incredibly fast. </li></ul><ul><ul><li>It can start a crisis </li></ul></ul><ul><ul><li>It can help monitor a crisis </li></ul></ul><ul><ul><li>It can fuel a crisis </li></ul></ul><ul><ul><li>It is effective at informing people in a crisis  </li></ul></ul><ul><li>  </li></ul><ul><li>It's important to have a strategy and keep your strategy consistent to your brand to add to the good and limit the bad.  </li></ul>
    23. 25. Content & Messaging Guidelines <ul><ul><li>Seek to add or create value. Do not rely on promotion alone. </li></ul></ul><ul><ul><li>Provide “inside” information </li></ul></ul><ul><ul><li>Be creative and humorous </li></ul></ul><ul><ul><li>Remain true to the voice of your brand </li></ul></ul><ul><ul><li>Encourage two-way conversation </li></ul></ul><ul><ul><li>Tailor the message and delivery to fit the platform </li></ul></ul><ul><ul><li>Supplement your primary web sites, do not replace </li></ul></ul><ul><ul><li>Repurpose content whenever possible </li></ul></ul><ul><ul><li>Allow constructive, non-personal critiques and criticism </li></ul></ul><ul><ul><li>Develop and use messaging calendars </li></ul></ul>
    24. 26. @sundayriver  @sundayriversnow