Resort Xpo07.09 Social Media, Email And Txt.Final


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A presentation on how social media, email marketing and TXT campaigns should be integrated and leverage the strengths of each in today\'s marketplace.

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  • Content for blogs and twitter. Events, news and promotions. Optimize in a blog with keywords you are focused on in your search strategy and then use tweets. Include links that are trackable to booking and e-commerce engines while linking to all you communities on an automated basis.
  • Resort Xpo07.09 Social Media, Email And Txt.Final

    1. 1. Email, Social Media/Networks & SMS Text Marketing cousins and complements <br />
    2. 2. Must I Join the Social Media Fray?<br />Social media, particularly Twitter, is moving more and more out of the realm of the &apos;optional&apos; for business. Managing your identity in social media is becoming just as important, if not more, than managing your .com domain. GoDaddy is even going ahead and registering your Twitter accounts along with your domains now. Source:WebProNews<br />
    3. 3. All, one or which mix<br />Many choices, but still limited time, cash and resources.<br />How do I best leverage content, guest interaction and effectively drive a measurable ROI with an interactive strategy?<br />What are examples of resorts or travel clients doing this? <br />Is there sufficient adoption on SMS text to drive revenue? How do I tie this to my email and customer database?<br />
    4. 4. Use third Party Solution and own the experience<br />Options like 2Dogs and Ning.<br />2 Dogs has been used successfully by resorts, tour operators and recently the Detroit Pistons.<br />Or manage separate communities?<br />
    5. 5. Specialty Tour Operator – Grand Prix Tours<br /><ul><li>Challenge was how to implement a Social Media/network – using blogs, videos, photos and community to produce measurable results and business. Immediate opportunity and related costs.
    6. 6. Solution implemented solution and mined groups on My Space, Facebook, existing email list and web traffic.
    7. 7. Results – increased traffic, loyal fan base and selling more travel.</li></li></ul><li>GP Tours Space<br />Launched fall 2007 -<br />8700 + Registered members<br />Generates 10 – 15 k a month in incremental tours sales<br />
    8. 8. Results<br />Average Page views inside the social network are 3.5 times higher. Time spent inside Your Space is double the overall site. Accounts for 19% of the overall site traffic.<br />Interesting notes: the price per tour is very high 10k to 15k but, Tours are ordered online. The main goal in establishing the social network was to provide more of a service, not in your face sales and subtlety market inside the community to make it grow and keep people there so they buy more.<br />
    9. 9. Words from the owner<br />“GPTours sells Formula 1 racing tours online and has used 2Dogs since November 2006. Before, our customers could not interact in a social network. With 2Dogs, they are on the site longer and we are selling an additional tour (value $10-15K) out of YourSpace every month. I am thrilled and have made many new friends on YourSpace.”<br />Barry SimpsonFounder and CEO<br />
    10. 10. Industry Examples<br />Ski Resorts using the same solution and approach. Each makes sure sales of lift tickets, lessons, lodging etc is available. Resorts associations ( ME, NY, PA, ID) and sports teams – Detroit Pistons are some using this approach<br />Monarch Ski area My Monarch Space<br />Sugarbowl Ski Area in Tahoe launched The social network Switchboard this January - <br />Stratton launched your Stratton Space at -<br />
    11. 11. Detroit Pistons, 2Dogs, Facebook, Twitter & YouTube<br />The Detroit Pistons had tried various initiatives on Facebook, My Space, YouTube and blogs all with minimal to moderate success and felt there was a better opportunity.<br />Launched “Posting Up”, using 2dogs, winter 09 (10,000 plus fans), Facebook (2,400 fans), Twitter (6,200) followers & YouTube Channel (7500 channel views, 243 subscribers) all promoted equally off front of Incredibly active with members and lots of discussion and participation.<br />
    12. 12. State Ski and Ride Sites<br />Pennsylvania, Maine, & New York, all have state sites for resorts to use as a promotional vehicle. <br />Perfect laboratory – blogs, events, groups, photo and video galleries. Start now as you have resources from last winter to use for seeding purposes. Get video in here and on your own YouTube branded channel. It is free.<br />Resorts can go and set-up groups/events, galleries and forums.<br />Use video and photos taken this winter. Invite guest submissions.<br />Mask url to match the root of your url. <br />Use to build a larger customer database. Include opt in for email in registration.<br />Improves your search results.<br />Promote everywhere – email, location signage & tag ads.<br />
    13. 13. My Monarch Ski and Ride Space <br />Visit here -<br />
    14. 14. Alyeska Example<br />Build branded communities on My Space, Facebook, YouTube, Blog, Twitter and integrate and automate with current web site content while leveraging email database to promote and support.<br />An integrated & wholistic approach<br />
    15. 15. Alyeska Social Media<br />Alyeska Resort’s Blog<br /><br />Free blog account on Blogger<br />Customized to reflect brand<br />All posts on blog are automatically updated on…<br />
    16. 16. Alyeska Social Media cont.<br />Alyeska Resort’s Twitter<br /><br />Alyeska Resort’s Facebook<br /><br />
    17. 17. Alyeska Social Media cont.<br />Alyeska Resort’s MySpace<br /><br />
    18. 18. Use Email to Drive all Social Media Engagement<br />
    19. 19. Exact Target embedding Share This<br />Enable subscribers to share and post your message with opt in options to all subscribers on all their social media network applications.<br />42 communities – services with one link.<br />Many are doing this now. See Example on web pages role of bookmarks site. Done for SEO purposes.<br />
    20. 20. Exact Target Share This<br />
    21. 21. Role of Bookmarking Sites in Search Strategy<br />
    22. 22. Mountain Engagement driving social media and email engagement<br />GPS tracking and mobile applications as drivers of engagement and customer registration. The role of the third screen<br />Flaik users in ski school and events register and view their day online.<br />Incent cell carriers to opt in and drive to revenue that day. New initiative by Exact Target tied to grow email lists, drive immediate revenue and build text permission subscribers.<br />
    23. 23. Flaik<br />GPS Tracking with Social Media <br />Extending the peak mountain experience online<br />Launch Resorts<br />Partners<br />Awards<br />
    24. 24. OVERVIEW & BACKGROUND<br /><ul><li> Winter 08/09: Copper & Steamboat
    25. 25. 70,000 instructor/student rentals
    26. 26. Extends beyond ski school: daily rentals, events, competitions, groups
    27. 27. Winter 2009/10: new resorts – Winter Park, Stratton, Smugglers notch with more to come.
    28. 28. Expanded online social media features & improved data collection, opt in features.</li></li></ul><li>VALUE PROPOSITION - RESORT CUSTOMER <br /><ul><li>Digital recording of day(s) on the on the mountain
    29. 29. Personal & Group Statistics (Sharing via Social Platforms)
    30. 30. Competitions & Event Results available to view online and share.
    31. 31. Real-Time Location of Friends & Family
    32. 32. Group Co-Ordination</li></ul>Launch Resorts<br />Partners<br />Awards<br />
    33. 33. Dashboard of a day on the Mountain<br />Launch Resorts<br />Partners<br />Awards<br />
    34. 34. WHY FLAIK – on mountain to online<br />Marketing: 1 in 3, create a profile, log on and revisit their day(s)/vacation. Encourage signup of next lessons, purchasing lift tickets, booking next vacation. Resort pages will be white labeled and can include tie in and links to resorts web site, social networks/communities and email registration.<br />Experience tied to your brand, create loyal fans and zealots.<br /> Download photos into photo gallery and view where they were taken.<br />Easy integration with Facebook, My Space, other social media platforms and mobile apps. Users can share their day with friends and family.<br />Launch Resorts<br />Partners<br />Awards<br />
    35. 35. Take aways<br />Understand the assets – content, engaged customers and how to leverage most effectively.<br />Use free tools first and make sure to integrate and automate.<br />Include links that are can provide measurable data for booking, e-commerce and registrations.<br />Create specific promotions for channels.<br />Let customers tell you what they prefer and make sure your news, events and offers are there. <br />Keep testing as the landscape is changing and do not prejudge. <br />Listen to the customer – GP Tours has created new tours based upon member feedback. Find out which communities, bookmarks, blogs they use and prefer. <br />Let the member/customer be the evangelist easily with Share This, reviews, user generated content (photos, blogs and videos) and bookmarking. <br />Always include opt in and preference/profile choices that are easy to find. <br />Cross promote and let the customer decide how they wish to engage with your brand.<br />
    36. 36. Siewierski Consulting<br />825 South Broadway, Suite 25<br />Boulder CO 80305<br />303.554.0222<br /><br /><br />