The document discusses Bukovel's social media strategy to build an international community of mountain lovers on Facebook and VKontakte. Key points include: - Launching Facebook and VKontakte pages to stimulate interactions and make Bukovel a leadership brand in Eastern Europe. - Integrating popular services like photo contests and applications showing weather/maps into the social networks. - Engaging the community with 3-4 posts daily in multiple languages and ensuring no questions go unanswered. - Achieving over 34,000 Facebook fans and becoming the #1 Eastern European resort page within 3 months of launching the strategy.

1. Bukovel in Social Networks
And Services

2. Agenda

3. Request
To create a community for those who love
mountains:
• new media-channel
• international platform
• increase customer loyalty
• integrate sales platforms
• 15К Facebook fans by the end of season
– May, 2012

4. Agency’s Solution
Facebook and VKontakte platforms launch
Activity stimulation: interactions
Leadership in Eastern Europe
Integration of popular services into social
networks
Everybody knows when I’m in Bukovel

5. Launch: Facebook + VKontakte

6. Launch: Places Merge
• Merging of all check-in places
«Bukovel/Буковель» in Facebook

7. Launch: Integration of Applications in VK

8. Launch: Website Socialization

9. Community Management
3-4 posts per day, ≈100 responses per post
News, actual photo and video content of
leading world communities
Multilingual wall: Ukraine posts in Ukrainian,
Russia and Belarus – in Russian, Europe
and USA (14 countries) – in English
Original photo content: vintage, best of
National Geographic, Powder Magazine,
world photographers, ”cats”
Feedback: no questions without answers
Poll questions: «Who spoils the trails?»,
«Which music do you listen to while
skiingsnowboarding?»

10. Community Management
• Seasonal design

11. Community Management
• Open wall

12. Community Management
• Interaction involvement

13. Community Management
Problem: big traffic load of
call-center
Solution: open wall,
stimulation of answers by
experienced fans and
visitors. The most active
fans are awarded with
prizes monthly.
Results: self sustained zone
of questions-answers– no
questions without
answers

14. Contest Activities
Monthly:
• Best photo and video (more than 200
contestants monthly)
• The most active fan of the page
• The best blogger
Special Contests:
• The New Year Eve on Bukovel
(more than 3000 contestants)
• Writing contest (more than 30 contestants)
• Forecast contests (more than 600 forecasts)
• Every 1000th fan is awarded with ski-passes
• 30 winners, up to 70 prize ski-passes, more than 100 days of
prize skiing/snowboarding, more than 9000 likes in contest
albums and posts monthly

15. Contest Activities

16. Advertisement

17. Advertisement: Within the Community
Cost per click starts from 1 cent.
Ad + application with feedback form
Campaigns: search for instructors , discounts, velvet season
Selection of instructors’ assistants was held in Facebook and
Vkontakte only

18. Applications And Services
8 of the most useful services are integrated into the social
networks

19. Applications And Services
• Multilingual welcome greets user’s
on native language: detect and
support 14 languages

20. Applications And Services
• All applications on
Bukovel pages are
implemented in 3
language versions: UA,
RU, EN.
• Application offers content
in user’s language.
• User can change the
language choice with
special buttons in the
upper right corner of
each application.

21. Applications And Services
Web-cameras:
online broadcast
of slopes’
conditions made
in HTML5 for
convenient
viewing on every
platform.

22. Applications And Services
Weather:
automatically
updated weather
(source: snow-
forecast.com)

23. Applications And Services
• Getting There:
interactive map
based on Google
maps offers the
most effective
car routes from
users starting city
and discussion
zone

24. Applications And Services
• Buy Ski-Pass:
interactive map
based on Yandex
maps shows the
ski-pass dealers
in user’s city and
offers the
discussion zone.

25. Applications And Services
• Ski Map:
interactive
animated ski
map. All ski lifts
and trails are
clickable. The
user can see
their
characteristics.

26. Applications And Services
Apres-ski: animated
application gives
information on apres-ski
activities and
entertainment at the
resort. Viral function:
different characters
appear when
combination of keys is
pressed:
• Click on logo + B –
Batman appears,
• Click on logo + A – Angry
Birds appear.

27. Applications And Services
Ski School: application which
gives information on ski
school programs and its
branches. Function of
trial lesson enrollment is
implemented. User’s
phone is enrolled in the
database and is sent to
the administrator. The
user gets the phone call
and agrees on the trial
lesson details.

28. Applications And Services
My Ski-Pass: application
enables to check ski-
pass balance and to
see the downhill
history.
In 2012-2013 season on
this basis the
application “My
Statistics” will be
launched: graphs and
numbers – trails’
length, heights etc.

29. Production
Video clips: «Snowpark», «Snow Cannons», «Stars:
«We Love Bukovel»
https://www.facebook.com/bukovel/posts/346104255411362 https://www.facebook.com/bukovel/posts/193757930711427
https://www.facebook.com/bukovel/posts/180134145416633

30. Results
• Facebook - #1 in
Eastern Europe
• 34 000 fans
• Up to 5000
talking about
• 25 000 check-ins: place №1 in Ukraine
• 9 000 000+ views, 118 000 responses
(likes+shares+comments)

31. Results
• Page #1 of Eastern Europe resorts

32. Results
• 15 000 fans – plan for the 9 months
completed during the first 3 months
• може краще так?проект

33. Results
Vkontakte – ski and
snowboarding
community #1
12 000+ group users
2300 comments, 1800
likes, 207 “tell a
friend” daily
More than 1000 posts of
fans on the wall
20 000 unique visitors
monthly

34. Results: Feedback
Upon an initiative of
Facebook-community the
resort builds the biggest
snowpark in Eastern
Europe
Quick reaction: administration
of the resort takes active
part in resort’s life –
prompt reaction to
feedback

35. What Is Next: Summer Season
• Engage new audience: bicyclists, tourists
• Booking and sales on pages
• New platforms: Twitter, G+, YouTube-
channel
• Launch «My Statistics» application :
figures, graphs, ratings - vertical drop,
distances, option to post on the wall
• The unified database (ERP), personal data
collecting and targeted mailings

36. What Is Next: Season 2012-2013
• Mobile applications: geo-location,
booking-sales-reservations, titles and
directions
• More original content: photo, video, texts
• Offline promotion
• Socialization and personalization of
website
Resort #1 in Europe!

37. Team

38. Meet Dawns And Dusks In Our
Web-Cameras!