Social Maturity of Mountain Travel Industry

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In Spring 2012, BCF, a full-service marketing agency, and I surveyed members of the Mountain Travel Symposium to determine their level of social maturity. We captured results from 36 respondents across hotels, destinations, ski areas, and travel-related vendors. The slide deck summarizes our findings.

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Social Maturity of Mountain Travel Industry

  1. 1. BCF | MTSSocial Media Survey
  2. 2. Obsessedwith travel.
  3. 3. John RunbergPartner, Director of Digital Strategy (757) 497-4811 jrunberg@boomyourbrand.com
  4. 4. Kathy Herrmann Measurement & Insight (757) 497-4811kherrmann@boomyourbrand.com
  5. 5. Whycreate the survey?
  6. 6. The purpose of business is todrive revenue | increase profitability.
  7. 7. The purpose of marketing (including social media)is to support these efforts.
  8. 8. We wanted to know how themountain travel industry wasperforming in social media.
  9. 9. Whatis the survey?
  10. 10. 13 questions designed to uncover social media sophistication.
  11. 11. The Social Assessment curve. • OPTIMIZE • ANALYZE • ENGAGE • LEARN• LISTEN
  12. 12. 36+ respondents: 16 hotels 5 destinations 10 ski areas 5 vendors
  13. 13. Budgets large and small: 11 less than $100k 6 $100-250k 5 $250-500k 8 $500k+
  14. 14. Whatwe’re about to present…
  15. 15. Social assessment:insights that drive performance.
  16. 16. We’re going to share our findings and provide best practices.
  17. 17. Detailed findings willbe published after MTS at www.boomyourbrand.com
  18. 18. TargetBrand Audience MeasurementContent and Monitoring
  19. 19. A brand, pure and simple, is a consumer’s perception of a product or service.
  20. 20. Over 30% have just begun to develop a brand persona.
  21. 21. Over 30% have just begun to develop a brand persona. Another 30% have a well articulated brand.
  22. 22. Over 30% have just begun to develop a brand persona. Another 30% have a well articulated brand.Just 8 respondents feel their brand is meaningful and well known.
  23. 23. Your brand should be the core of every marketing initiative.
  24. 24. Your brand should be the core of every marketing initiative. Including Social Media.
  25. 25. TargetAudience
  26. 26. 44% use two or more metrics to define target audiences.
  27. 27. 44% use two or more metrics to define target audiences. 17% use just one.
  28. 28. Over half don’t know who theirsocial media target audiences are.
  29. 29. Social Target Audience:Customers, prospects…
  30. 30. Social Target Audience: Customers, prospects…and those who influence purchase.
  31. 31. Identify your social target audience: • know the top 5 audiences. • know the top 15 influencers. • know their behaviors. • know where + when they interact.
  32. 32. Content
  33. 33. 44% create “general” content.
  34. 34. General = information = ”push”
  35. 35. General = information = ”push”Segmented = engagement = ”pull”
  36. 36. 46% - content is read and/or shared.
  37. 37. 46% - content is read and/or shared.22% - engaged enough to comment.
  38. 38. 46% - content is read and/or shared.22% - engaged enough to comment. Just a few are engaged enough to create content on their own.
  39. 39. Social Media.
  40. 40. Social Media.
  41. 41. Engagement reinforcesrelationships and leads to sales.
  42. 42. Measurementand Monitoring
  43. 43. There’s a dichotomy.
  44. 44. 80% say they measure the sentiment of their brand. 74% say they only use free monitoring tools.
  45. 45. Free tools cannot provide in-depth insights such as sentiment.
  46. 46. It’s true. Premium tools cost money.
  47. 47. It’s true. Premium tools cost money. You have to balance the costagainst the value of the insights received.
  48. 48. The purpose of measurement is not “to measure.”
  49. 49. The purpose of measurement is not “to measure.”It’s to gain actionable insights that drive business performance.
  50. 50. A few lastthoughts:
  51. 51. Key finding: the industry is low on the Social Assessment curve.
  52. 52. Good News: Most companies are in a very similar place.
  53. 53. A distinct competitive advantage comes from committing to being social.
  54. 54. John Runberg jrunberg@boomyourbrand.com Kathy Herrmannkherrmann@boomyourbrand.com (757) 497-4811

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