Mod. 8 CS: Ski Resorts & Social Media


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Mod. 8 CS: Ski Resorts & Social Media

  1. 1. Ski Resorts & Social MediaThe Revolution in Destination Marketing Essentials of Tourism Destination Management
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  4. 4. Social networks and blogs continue to dominate people time online, now accounting for nearly a quarter of total time spent on the Internet  People spend more time on Facebook and social media than they do on any other website  Nearly 40 percent of social media users access social media content from their mobile phone Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet Source: Nielsen’s Report. The Rise of Smartphones, Apps and the Mobile Web Essentials of Tourism Destination Management
  5. 5.  Social media continues to influence how consumers interact with destinations and share content every day.  Social media plays an important role in how consumers discover, research, and share information about destinations.  In fact 60 percent of consumers researching about destinations through multiple online sources learned about a specific destination through social networking sites.  Active social media users are more likely to read product reviews online, and 3 out of 5 create their own reviews of products and services. Essentials of Tourism Destination Management
  6. 6. The Customer Journey CLC: Communications Life Cycle DA: Destination Action Experience Remember Dream Book CLC: Ensure quality of Plan experience -facilities, CLC: Maintain the CLC: Create CLC: Enable Booking services, "public realm", relationship throughawareness, emotional CLC: Provide "hard" info information, booking research (behaviour,interest, specific ideas and follow-up action) DA: Visitor Services DA: Destination DA: Visitor Services Promotion DA: Managment of the Destination, Visitor DA: CRM Services Essentials of Tourism Destination Management
  7. 7. Vancouver 2010: The First Social Media Games
  8. 8. During the Olympic Games in Vancouver in February, millions lived, andcontributed to, the passion of the Games via the IOC’s social media platforms. The IOC’s Facebook page has attracted over 1.5 million fans and generated nearly 200 million impressions since its launch in January.With Olympic enthusiasts joining the Facebook fan network at a rate of about 10 per second at peak times, the fan base crossed the million milestone less than a month after the page was created.
  9. 9. Resorts and Digital Communications Essentials of Tourism Destination Management
  10. 10. The Biggest Ski Resorts On Facebook1. Heavenly (USA); (122,291 Likes)2. Mammoth Mountain (USA); (117,247)3. Vail (USA); (112,855)4. Whistler (Canada); (105,601)5. Megeve (France); (80,712)6. Breckenridge (USA); (79,896)7. Valle Nevado (Chile); (78,385)8. Jackson Hole (USA); jacksonhole (75,632)9. Keystone (USA); (65,019)10. Grandvalira (Andorra); (57,997)11. Northstar at Tahoe (USA); (54,692)12. Saalbach Hinterglemn (Austria); saalbachhinterglemm (52,195)13. Vallnord (Andorra); (49,480)14. Mountain High (USA); (46,392)15. Squaw Valley (USA); (44,562)16. Beaver Creek (USA); (43,375)17. Are (Sweden); (37,519)18. Bukovel (Ukraine); (37,509)19. Sun Valley (USA); sunvalley (36,815)20. Ischgl (Austria); paznaun.ischgl (36,813) Essentials of Tourism Destination Management
  11. 11. Vail Resort and Social Media: Reinventing Ski Resort MarketingVail Resorts is the leading mountain resort operator in the United States. Vail Resorts operate the mountain resorts of Vail, Beaver Creek, Breckenridge and Keystone in Colorado, and Heavenly, Northstar and Kirkwood in the Lake Tahoe area of California and Nevada Essentials of Tourism Destination Management
  12. 12. Vail Resort and Social Media: Reinventing Ski Resort Marketing"Social media is playing a major role in accelerating the decision cycle of consumers who patronize ski resorts. As a result, one of the countrys largest such companies - Vail Resorts - has abandoned its long-time advertising strategies and practices. In their place, the billion-dollar-a-year corporation, which operates five major resorts and twenty hotels, has built a new in-house marketing operation that uses socialmedia and other digital venues to constantly engage skiing enthusiasts in real time”. Essentials of Tourism Destination Management
  13. 13. On September 2010 Vail Resorts Launched EpicMixEpicMix, is a first-of-its-kind online and mobile application for skiers and snowboarders. EpicMix allows Vail Resorts guests, at any of its mountain resorts to effortlessly utilize technology to digitally capture their ski and ride experience and share it with friends and family.They can access EpicMix online, at their computer or via a free mobile application that can be downloaded for the iPhone, Android or other smart phone.
  14. 14. On September 2010 Vail Resorts Launched EpicMix “The rapid growth of social media has given people a whole new way to expressthemselves online and connect with friends and family (…) EpicMix takes the fun of playing and sharing online and marries it with the very real experience of skiing and riding“, said Rob Katz, chairman and chief executive officer of Vail Resorts.
  15. 15. On September 2010 Vail Resorts Launched EpicMixWhen Vail Resorts launched EpicMix last year experts called it a "game changer" and "one of the most ridiculously cool ..." mobile strategies. Six months after it debuted, it won a "Peoples Voice" Webby award in the Experimental and Innovation category for mobile devices.
  16. 16. On September 2010 Vail Resorts Launched EpicMix  During the 2010-2011 winter season nearly 100,000 Vail Resorts guests activated EpicMix accounts this season which roughly accounts for an almost 15-percent adoption rate by eligible guests.  Also, almost 40,000 guests downloaded the EpicMix application to their mobile phone.  Additionally 45 percent of EpicMix accounts are "public"; meaning that guests opted to share their ski day statistics with friends and family on social media sites like Twitter and Facebook.  EpicMix also generated 275,000 social posts on Facebook and Twitterand over 35 million social impressions (based on Facebook’s estimate of 130 friends per user).  Also, EpicMix drove1.7 million web and mobile visits this ski and snowboard season. Essentials of Tourism Destination Management
  17. 17. On 2011 Vail Resorts Re-Imagines the Vacation Photo Experience With the Second Generation of EpicMixThis season Vail Resorts announced the next generation of its popular ski and snowboard application, EpicMix which will revolutionizehow guests take and share photos at all six of the Companys mountain resorts Essentials of Tourism Destination Management
  18. 18. "Last years introduction of EpicMix was truly revolutionary in how it brought together the digital and physical experience of skiing and riding without anythinggetting in the way of truly enjoying the outdoors", said Rob Katz, Vail Resorts chief executive officer. "This season were re-imagining how guest photos are taken, stored and shared at our resorts and delivering a groundbreaking way forskiers and riders to capture their experience on the mountains. Our six resorts will be offering something not available at any other ski mountain or other resort destination. Through EpicMix were allowing people to remember their vacation -and photos are one of the most critical ways to create and share those memories".
  19. 19. The Ski Utah site has been redesigned to better feature the company’s Blog and social media efforts. "Consumers want authentic and relevant information that will not only entice but enhance their overall vacation experience,” said Ski Utah Content Editor Brandon Ott. “The Ski Utah Blog Team and Yeti mascot enable website visitorsto create a personal relationship with Utah’s wintersports product". Essentials of Tourism Destination Management
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  21. 21. Dominos Pizza Youtube Video LessonIn April 2009 Domino’s Pizza was taking its turn in any company’s worst nightmare. A bizarre video made by three Domino’s employees, had more than one million views in two days on The video shows workers talking about all the mischief they create in the kitchen with the ingredients for sandwiches and pizzas. In one scene, a worker is seen putting an ingredient up his nose and then on a patron’s sandwich. Company’ response to the video took six days to be posted on the social media but only 66000 persons saw it. Essentials of Tourism Destination Management
  22. 22. What is the value of a Facebook fan?It’s a matter of quality, not quantity Essentials of Tourism Destination Management
  23. 23. The Value of a Facebook Friend? The Whopper Sacrifice Case In 2009 Burger King launched a bizarre campaign. The Idea: If you’re experiencing a bit of bloat on your Facebook friend list, you can snag a free burger by dropping 10 of your Facebook friends, courtesy of Burger King. The promotion is limited to one coupon per Facebook user,and the supplies are capped at 25,000 burgers — equivalent to 250,000 sacrificed friends. Essentials of Tourism Destination Management
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  25. 25. Brian Gies, vice president of marketing for the fast-food chain, said the company had been eyeing Facebook as a marketing platform but wanted to use it in a way that was somewhat tongue-in-cheek. “Facebook is an amazing way to keep current with your friends, but it’s becomingmore of a popularity contest with how many friends you have as the barometer”, saidMr. Gies. “We wanted to be part of its momentum and growth, but in an inverse way”. Mr. Gies said he wasn’t worried about offending anyone with the campaign. “Before this, there was no polite way to de-friend someone. And ultimately, the reward is a Whopper”. Essentials of Tourism Destination Management
  26. 26. It may seem like a counterintuitive marketing strategy, but Rob Reilly, co-executive creative director of Crispin Porter + Bogusky,the agency behind the stunt, said it’s a way to use the Web to capture a lot more attention for the same advertising dollars. “Choosing 10 people can take a lot of time”, said Mr. Reilly. “There’s at least an hour’s worth of people’s eyes on your brand. Maybe you can’t quantify those numbers, but they do add up”. Besides, he added, “we aren’t giving the burgers away -– you have to sacrifice. You are paying for it but the currency is different”. Essentials of Tourism Destination Management
  27. 27. What price is Burger King placing on a Facebook friendship? At a suggested retail price of $3.69 for the Whopper sandwich,customers are trading each deleted friend for about 37 cents’ worth of bun and beef. Essentials of Tourism Destination Management
  28. 28. Let me finish with a funny episode from South Park Essentials of Tourism Destination Management