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Glen Eden Digital Marketing Plan

The digital marketing plan for Glen Eden Ski and Snowboard Resort aims to address internal and external challenges by outlining social media objectives, strategies, and target markets. It includes a comprehensive implementation plan to enhance customer engagement, improve online presence, and evaluate success through monitoring systems. The budget for the plan totals approximately $112,000 and focuses on different social media platforms to reach two primary customer groups: athletic families and downhill thrill-seekers.

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DIGITAL MARKETING PLAN PHASE 2 Glen Eden Ski and Snowboard Resort By: Michael Camilleri, Brenda Amador, Aimen Shahzad, and Joshua Favaro Presented to: Michelle Guile
TABLE OF CONTENTS Executive Summary ……………………………….……. Slide 3 Implementation ……………………………………….... Slide 15 Implementation Summary………………………………..... Slide 16 Platform Summary ………………………….............……... Slide 17 Content integration ……………………………….…….... Slide 32 Implementation Sample ………………………………...... Slide 37 Monitoring ……………………………….....…………. Slide 59 Tracking Plan …………………………………………….. Slide 60 Measurement Plan ……………………………….………. Slide 67 Budget …………………...……………………………. Slide 75 Conclusion ………………………..……………………. Slide 78 References ………………………………......………… Slide 80
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY • The following digital marketing plan will provide Glen Eden with: • An understanding of internal and external digital challenges. • A clear plan outlining social media objectives, strategies and distinct target markets. • An implementation plan on how to overcome the present digital challenges. • Monitoring systems to evaluate the plan, ensuring that the recommendations implemented provide real value to Glen Eden and its customers on a digital level. • The following slides will break down key elements of each section.
EXECUTIVE SUMMARY Situational Analysis • Company analysis of current marketing strategies and consumer insights. • Ski resort market overview and digital analysis of competitors. • An in-depth look at external trends in the ski resort industry. • Glen Eden is in the saturated Ski and Snowboard Resort Industry with several mutually exclusive customer groups with a varying range of needs, preferences, and behaviours. (Alvarez, 2015) • Most of Glen Eden’s competitors (Hidden Valley, Horseshoe Resort, Hockley Valley) are digital/social media laggards, while Blue Mountain’s stronger online presence provides them with a competitive advantage. (Wanderbat, 2016)
EXECUTIVE SUMMARY Digital Marketing Presence • Complete digital audit of Glen Eden’s online presence including social media platforms and review sites. 1. Lack of quality content negatively impacts customer engagement. 2. Inconsistent frequency of company posts across all social media platforms impedes continuous interaction with the target audience. 3. Spread thin across too many social media platforms, many of which are essentially inactive.
EXECUTIVE SUMMARY SWOT • Key Strength – Enthusiastic, personable tone on all major social media platforms. • Key Weakness – Lack of quality, relevant content and inconsistent post frequency. • Key Opportunity – Rapid increase in social media usage among the target audiences. (eMarketer, 2015) • Key Threat – Warmer climate decreases customer traffic. (Bush, 2015) • A Weakness-Opportunity plan is utilized to overcome Glen Eden’s social media weaknesses to take advantage of opportunities in the industry.
EXECUTIVE SUMMARY Objectives • Overarching goals to resolve key issues identified from the SWOT section. 1. To increase customer satisfaction through all services offered at the resort. 2. To drive word of mouth recommendations through social media platforms. 3. To improve crisis-reputation management. 4. To increase customer loyalty.
EXECUTIVE SUMMARY Strategies • This section is comprised of key areas of focus within each larger objective. Key Strategies • Listen – Listen to both positive and negative comments being posting. • Engage – Be more responsive on social media platforms to both positive and negative comments.
EXECUTIVE SUMMARY Target Market Athletic, outdoor-fanatic families Primarily downhill, social thrill-seekers • Parents 29-45 • Children under 18 • Household income: $80,000+ per year • Mostly males • Ages 18-28 • Modest income: $50,000 or less per year • Parents are also making use of the forum, Family Skiing Discussions on Epic Ski. (Epic Ski, 2016) • Parents share photos of family outing at resorts over Facebook; loyal advocates on review sites. (Epic Ski, 2016) • Outdoors enthusiast – adventurous • Extremely active on social media; uses Instagram and Facebook typically for pictures on slopes or GoPro videos while riding. • Watches several YouTube videos from Boards’ n Wheels and Ski School by Elate Media to learn key techniques from expert skiers/snowboarders. (Epic Ski, 2016)
EXECUTIVE SUMMARY Implementation • Connecting objectives, strategies, and a target market to a social media platform and developing tactics to complete the plan. • There is a platform summary for each of the three key networks along with several detailed tactics for each. • Integration ideas followed by a campaign sample closes this section. Tool/Platform Tactics Facebook • Implement a family nomination challenge to improve word of mouth recommendations. Twitter • Provide an engaging content mix of consistent updates on weather, slope conditions, and exciting upcoming events, specifically on the Twitter account. Instagram • Offer contest incentives, which involve customers to post pictures on Instagram at different areas in the park.
EXECUTIVE SUMMARY Monitoring • Description of metrics to be used in evaluating the success of the plan. • Essential quantitative and qualitative KPI’s to measure the results of each tactic over one year. Platform Quantitative KPI’s Qualitative KPI’s/Monitoring Tool Facebook Increase positive sentiment from 36% to 50% Sentiment Ratio = Positive, Neutral, Negative Brand Mentions Expenses Twitter Increase average comments per post by 500% (5 comments per post) Audience Engagement = Comments + Shares + Trackbacks Total Views Instagram Post once a day while in-season (once a week during the off-seasons) Monitoring Tool: Simply Measured – measures engagement and effectiveness of each post
EXECUTIVE SUMMARY Budget • Social Media Specialists: one full-time specialist at $50,000, and 4 interns with $5,000 honorary bursaries. • Facebook Location: location incentives. • Slope Camera Posts: approx. $1000 per camera post (5 posts). Program Annual Estimated Expenses Expense Percentages Facebook Family Nomination Challenge Crisis Reputation Management Tactics: Discussion Tab FAQ Facebook Location Total $300 - $1,800 - $11,250 $13,350 11.9% Twitter 5 Minute Response Free Drink for Tweet Total $1,800 $7,500 $9,300 8.3% Instagram Glen Eden’s Pic the Area Contest Top Pictures of the Day The Challenger Contest Total $1,000 $6,750 $408 $8,158 7.3% Slope Camera Posts $5,000 4.4% GoPro Cameras $5,000 4.4% Social Media To-Do List Posters $500 0.4% Social Media Specialists $70,000 62.2% Monitoring Tools $1,200 1.1% Total: $112,508 100%
EXECUTIVE SUMMARY Conclusion • This digital plan specifically targets two substantial, mutually exclusive audiences: • Downhill, social thrill-seekers • Athletic, outdoor-fanatic families • This digital plan addresses several key issues with Glen Eden’s online presence: • Customer engagement • Relevant content that interests each audience without repetition across all platforms • This $112,000 implementation plan will better meet the two target audiences’ needs and build customer engagement through digital integration on social networks and at the physical location. • Glen Eden will position themselves as the digital leader in the ski resort industry in Ontario.
IMPLEMENTATION
IMPLEMENTATION SUMMARY Platform Objectives Strategies Target Market Facebook 1. To drive word of mouth recommendations. 2. To improve crisis reputation management. 1. Engage customers with relevant content unique to the platform. 2. Listen to and understand customer issues. Athletic, outdoor- fanatic families • Parents 29-45 • Children under 18 • Household income: $80,000+ per year Twitter 1. To increase customer satisfaction. 2. To increase customer engagement. 1. Improve social content which increases customer satisfaction. 2. Start interacting with consumers who share positive comments. Primarily downhill, social thrill-seekers • Mostly males • Ages 18-28 Instagram 1. Drive customer traffic to the slopes. 2. To increase customer engagement. 1. Promote services offered at facility to drive customer traffic 2. Engage customers with relevant content unique to the platform. Primarily downhill, social thrill-seekers • Mostly males • Ages 18-28
PLATFORM SUMMARY
PLATFORM SUMMARY Tool/Platform Tactics Frequency/Timing Facebook • Implement a family nomination challenge to improve word of mouth recommendations. • Create a discussion tab on the Facebook page to control customer issues • Implement at the start of the 2016-17 ski season. • Promotions starting in September. • Implement in May, 2016. • The FAQ will be updated every month during off-seasons but biweekly while in-season.
PLATFORM SUMMARY Tool/Platform Tactics Frequency/Timing Twitter • Provide an engaging content mix of consistent updates on weather, slope conditions, and exciting upcoming events, specifically on the Twitter account. • Always have an employee monitor twitter comments around the clock to respond to every positive comment. • The post frequency on Twitter will be three times a day, and occasionally more often if unexpected conditions occur. • Implement May 2016 but not as frequently as in-season (primarily promoting upcoming events during the off-season). • Implement at the start of the 2016-17 ski season. • Respond within 5 minutes of the comment.
PLATFORM SUMMARY Tool/Platform Tactics Frequency/Timing Instagram • Offer contest incentives, which involve customers to post pictures on Instagram at different areas in the park. • Post the top 3 customer pictures on Instagram on the company’s account each day. • These contests will occur over 2 three week periods during the 2016-17 ski season. • Implement at the start of the 2016-17 ski season. • Promote these contests starting September to build anticipation. • This will be applied every day during the 2016-17 ski season.
FACEBOOK – PRIMARY TACTIC #1 1. Family Nomination Challenge • Family posts a video on Facebook skiing down a hill at Glen Eden. • In the video, they nominate another family to visit Glen Eden and do the same. • The original family receives 50% off the total purchase of their next visit. • Process: • Family tags the nominated family • Glen Eden comments on the post • Uses DM to receive a verification that the nominated family accepted the challenge • Verification is the code on a lift pass • Nominated family can take a picture and DM the original family who can then DM Glen Eden • Provides 50% e-coupon upon receipt of the verification
FACEBOOK – PRIMARY TACTICS #2 AND 3 Crisis Reputation Management Initiatives 2. Create a discussion tab on the Facebook page primarily for customer issues. • Have an employee available to respond immediately to any comments (within 5 minutes) • Consistently deliver posts in a sincere, proactive manner. • Take serious customer complaints to DM and update the discussion tab on how Glen Eden is handling the situation. 3. Implement a FAQ of customer issues and have a link available in the discussion tab. • This FAQ should include specific actions Glen Eden took to improve the situation, along with the positive results.
FACEBOOK – SECONDARY TACTICS • Post content once/twice a day while in-season. • Post once a week during the off-seasons. • Post content about training lessons (introduce ski/snowboarding instructors) • Share experiences of kids learning how to ski at Glen Eden. • 70:30 picture-to-words ratio • Post content introducing the safety patrol staff. • Ex. Meet “Jim”, share interests. • Focus on expressing a fun, family-friendly personality. • Facebook location – check-in at the “area of the week” (ex. Tube park) • Receive a free entree at Sunset Grill.
TWITTER – PRIMARY TACTICS #1 AND 2 1. Provide an engaging content mix of consistent updates on weather, slope conditions, and exciting upcoming events, specifically on the Twitter account. • These updates should be delivered in an enthusiastic tone, displaying a consistent, engaging personality. 2. Always have an employee monitoring twitter comments throughout the day. • Make a special effort to respond to every positive comment. • Immediately engage the user (within 5 minutes) with a question about that customer’s personal experience at Glen Eden. • Ask the user at least one question, followed by a response to their answer.
TWITTER – SECONDARY TACTICS • Tweet a minimum of 3 times per day during the winter season. • Tweet 1-2 times a week during the off-season (focusing on upcoming events/summer events at the conservation area). • Tweets need to be unique on this platform, slope updates exclusive to Twitter account. • Include one picture in every third post (at a minimum). Hashtag tactics • Tweet content that shows slope/weather conditions or upcoming events with hashtags (#ShareTheSlopes or #ShareEventsGE); prompts additional retweets. • Design unique hashtags which are simple and capture personality. Example: #ConquerGE. • When weather conditions are changing, ensure a tweet goes out within 15 minutes to allow customers to prepare in advance. #GEweather
TWITTER – SECONDARY TACTICS Offer a free drink for a tweet. • At both grills, offer a free drink to everyone who tweets about their time at Glen Eden, including the company’s twitter handle in the post. • Can also check-in on Facebook to receive the free drink. Encourage user-generated content through viewpoint questions. • Ex. “What is the best trick you successfully attempted at Glen Eden?” • Ex. “Which Glen Eden slope is the most difficult?” • These questions target the downhill social thrill seekers who are more likely than the other demographic to use Twitter regularly. • Tricks and challenging slopes are major interests of this target segment.
INSTAGRAM – PRIMARY TACTIC #1 1. “Glen Eden’s Pic the Area” Contest • Every week, (Monday morning) Glen Eden will post pictures of three different areas around the ski resort. • During that week, customers have to post three pictures (one in each of those areas) and tag Glen Eden. • The incentive is 50% off a terrain park pass ($10). • An employee will monitor all the tagged pictures. • Will DM the customer who meets the requirements with the e-coupon.
INSTAGRAM – PRIMARY TACTIC #2 2. Top Pictures of the Day Initiative • An employee will evaluate all the pictures posted during the day with any Glen Eden hashtag/handle. • Will choose the 3 best pictures of the day and will post them on Glen Eden’s account. • The three winners each day receive a free entrée at the Sunset Grill. 3. The Challenger Contest • Post a picture of the “Challenger” slope with the caption “This beast is waiting for you – post a video down this slope and you are put in a draw to win two season lift passes” • This contest will last one month from December 9th to January 11th (for ski season 2017-18). • First place winner receives 2 season passes; second/third place winners both receive 2 lift passes and 2 full package rentals.
INSTAGRAM – SECONDARY TACTICS • Post once a day while in-season (once a week during the off-seasons). • Include a brief sentence or a link on every post to complement the picture. • Post content focused on interests and needs of the downhill social-thrill seekers. • Pictures posted emphasize the “cool” factor (tips and tricks) of the resort. • Ex. post pictures of epic tricks mid-air from skilled snowboarders on Glen Eden’s terrain park with a comment inviting others to join.
INSTAGRAM – SECONDARY TACTICS • Use words like epic, cool, tricks, stunts, crazy, etc. to engage the downhill, social thrill-seekers. • Instagram content will highlight Glen Eden’s services; unique and relevant to the downhill social-thrill seekers. • Ex. of Glen Eden’s services to emphasize on Instagram for the target audience: • Terrain park • Black diamond courses • Sunset/Snowflake grills with delicious, light snacks/meals for hungry snowboarders/skiers.
PLATFORM TARGET AUDIENCE OVERVIEW Platform Target Audience How Tactics Appeal to the Audience Facebook Athletic, outdoor- fanatic families • Focus content on training services, bunny hills. • Include experiences of beginner skiers who learned at Glen Eden. Twitter Primarily downhill, social thrill-seekers • Viewpoint questions pertain to target audience by focusing on challenging courses and tips/tricks. • Hashtags are a familiar concept with this demographic and the words focus on the challenge behind the slopes (ex. #ConquerGE). Instagram Primarily downhill, social thrill-seekers • This demographic would be more enthusiastic about sharing photos at various locations at the park (Glen Eden’s Pic the Area) • These tactics move this demographic to capture the new tricks they enjoy attempting on the slopes and share them digitally.
CONTENT INTEGRATION
CONTENT INTEGRATION SUMMARY Channel Digital/Social Integration Resort Slope Area • Wi-Fi capabilities throughout the resort. Slope Camera Posts • Set up camera posts on revolving poles at the top of certain slopes, allowing for group photo opportunities at the summit of the hills. • These photos are posted to Glen Eden’s photo gallery on their website; consumers can browse through them at anytime. • All of these photos qualify for the “Top Pictures of the Day” initiative on Instagram. QR Codes • QR Codes will be placed throughout the resort; scanning the code takes the customer directly to Glen Eden’s photo gallery on the company’s website, where users can search through photos uploaded recently and like/share them.
CONTENT INTEGRATION SUMMARY Channel Digital/Social Integration Equipment Rental Area GoPro Cameras • Allow skiers/snowboarders to rent GoPro cameras from the equipment rental area of the resort (secured on the top of a helmet). • Videos are posted on Facebook and Instagram. #GoProGE • Especially useful for ones participating in the Challenger contest, looking to shoot an epic video from cool angles. Staff • Each staff member will be encouraged to use their smartphone to take pictures with skiers/snowboarders and post those pictures on Glen Eden’s photo gallery on the website (only Glen Eden employees have access to post to the gallery). • Quota of pictures per day for each staff member. Blog • At the end of each post, provide readers with the opportunity to share this post with followers on Facebook and Twitter. • Create three separate posts outlining some of the changes and contests that will be available on each social media platform (Facebook, Twitter, Instagram) during this upcoming ski season.
CONTENT INTEGRATION SUMMARY Channel Digital/Social Integration Website Employee Bios • Have staff members post a brief bio (background, skiing/snowboarding experience, interests/hobbies) under a new “Meet the Team” page on the company’s website. • Social media platform logos (with links) of each employee’s personal account will be shown (with consent). • This builds a stronger connection between individual employees and consumers, especially when that employee’s name is mentioned on any of Glen Eden’s social media accounts. Other Social Channels Facebook Location (Geofencing) • Customers are encouraged to turn on their Facebook location services to earn coupons/deals at the resort. • Ex. Customers who enter the equipment rental area receive a 10% off coupon on any item at Glen Eden’s Pro Shop (which is close to the rental area).
CONTENT INTEGRATION SUMMARY Channel Digital/Social Integration Restaurants • Both grills at the resort will advertise the Free Drink for a Tweet (check-in on Facebook) promotion. Print • Include Glen Eden’s social media handles on all print material distributed throughout the resort, encouraging users to follow, share their thoughts and engage with the company’s online activities. Social Media To-Do List Poster • A social media to-do list will be a new poster distributed throughout the resort (in and around the restaurants, lodging areas, rental/Pro Shop area, in and on shuttle busses, and at customer service/check-in. • This poster will: • Encourage customers to turn on Facebook location services for coupons/deals • Explain how Glen Eden’s photo gallery works (including the camera posts) • Provide a brief overview of social media promotions (“Pic the Area” contest and “Top Pictures of the Day”)
IMPLEMENTATION SAMPLE
IMPLEMENTATION SAMPLE – GENERAL DETAILS • Contest runs from December 9th, 2016 to January 11th, 2017. • First place: 2 season lift passes. • Second/third place: 2 lift passes and full package rentals. • Criteria: • 50% - Creativity • 50% - Quality (performance, accuracy) of tricks • The video must be posted on Instagram to be eligible and therefore, must be 15 seconds or less.
IMPLEMENTATION SAMPLE – GENERAL DETAILS • During the month of the contest, an experienced employee will be posted at the top of the Challenger slope to ensure that safety is a priority and that everyone is made aware of the Challenger contest. • 2 interns will go through the videos on January 12th, 2017 – January 14th, 2017 and narrow them down to 5. • January 15th, 2017 – January 21nd, 2017: the 5 chosen videos will be posted on Instagram and viewers can like the video they want to win. • January 22nd, 2017: the winners are announced.
IMPLEMENTATION SAMPLE – MOCK-UP 1 • The following slide displays the main promotional mock-up for the Challenger contest which is a contest based off of an Instagram tactic on this plan. • This mock-up will be previewed on Instagram, but will also be posted throughout the resort as print material. • Since this poster will be shown in print form onsite, the QR code which sends users to the contest details on Glen Eden’s website effectively integrates the company’s online presence and physical location. • The mock-up integrates all three social media platforms that are the focus of this plan for Glen Eden. • The slogan at the top along with the background picture highlights the ‘challenge’ associated with this contest.
IMPLEMENTATION SAMPLE (Aigars, 2016) (Free Large Images, 2015) (Glen Eden, 2016)
IMPLEMENTATION SAMPLE – MOCK-UP 2 • The following slide shows a Facebook teaser post which will be released on November 23rd to build anticipation for the Challenger contest. • The goal of this Facebook post is to build anticipation among downhill social thrill-seekers. • The caption “Now it’s your turn!”/“Do you have what it takes?” appeals to this audience, presenting a challenge. • This specific audience enjoys attempting stunts while at Glen Eden, so this video shows a snowboard trick, implying that the viewer will have to do some sort of trick on the slopes. • Encouraging that the viewer stays tuned on all 3 platforms will keep them engaged on Glen Eden’s social networks. • Wednesday, November 23rd at 12:46pm reminds the user of Glen Eden during the middle of the week, which could spark ideas for weekend plans at the ski resort.
(Nitroontario, 2016)
IMPLEMENTATION SAMPLE – MOCK-UP 3 • The following slide displays a Twitter post on November 30th to follow up with the previous teaser by asking a question. After this post, Glen Eden will reveal the contest. • The goal of this Twitter post is to generate customer engagement by asking the audience about their experiences. • The poll shows 70% of viewers who have not attempted a trick on the Challenger, because it is predicted that most individuals in this target audience try stunts at Glen Eden’s terrain park and not on a specific black diamond slope. • As the Facebook post mentioned, this follow-up must be one week later, so it will occur on Wednesday, November 30th at 2:43pm.
(Glen Eden, 2016)
IMPLEMENTATION SAMPLE – MOCK-UP 4 • The following slide shows an Instagram post on December 3rd to introduce the contest. • The goal of this Instagram post is to announce and provide key information about the contest. • The picture is a link directing users to the contest details and the message in the post will provide users with a call to action (to click on the link). • Saturday, December 3rd was chosen to provide users with approx. one week to prepare for the contest. • There is ample time to set aside a day during the opening weekend to participate.
(Glen Eden, 2016) (Aigars, 2016) (Free Large Images, 2015)
IMPLEMENTATION SAMPLE – MOCK-UP 5 • The following slide displays an Instagram post on Friday, December 16th, one week after the opening day of the Challenger contest. • The goal of this Instagram post is to motivate customers to come to the slopes to participate in the contest. • This is possible by showing them examples of video submissions, which should build excitement while also relieving individuals who may feel more comfortable after seeing others try it. • The message includes a call to action, motivating users to click on the picture to see other video submissions. • This will heighten creativity as the next batch of downhill thrill-seekers will look for different ways to attempt a unique trick down the Challenger.
(Glen Eden, 2014)
IMPLEMENTATION SAMPLE – MOCK-UP 6 • The following slide shows a Twitter post on January 3rd, 2017, nearing the end of the contest. • The goal of this post is to engage customers by listening to their thoughts on the contest thus far. • This shows Glen Eden cares about their customers’ opinions. • The continuous use of the #ConquerGE hashtag reinforces the integration on all social media platforms through repetition. • It identifies this contest with the specific hashtag #ConquerGE.
(Glen Eden, 2016)
IMPLEMENTATION SAMPLE – MOCK-UP 7 • A Facebook post is displayed on the following slide which will be posted on January 12th, 2017. • The goal of this post is to continue to engage the audience who participated in this contest. • This is done by sincerely thanking everyone who participated within the post’s message. • Also, by including a call to action (motivating ones to click on the link to see all video submissions), Glen Eden is continuing to generate opinions and interest in the contest even though it is finished. • This post will also provide a timeline for future posts relating to this contest. • The words “special surprise” are used to excite viewers for yet another element to the contest.
(Glen Eden, 2016)
IMPLEMENTATION SAMPLE – ENDING DETAILS • After three days (January 12th-14th, 2017), two interns will have chosen 5 videos as finalists. • On January 15th, these videos will be posted on Instagram with a message encouraging viewers to like the video that they think deserves to win. • Users can like more than one video. • They have 7 days to select a winner (January 15th – January 21st, 2017) • On January 22nd, the top three videos will be posted in the order in which they ranked, following the audience voting period. • A congratulations message will be attached to each of the posts.
(Snowboard Canada, 2016)
(Snowboard Canada, 2016)
IMPLEMENTATION SAMPLE Objectives Strategies Target Market Drive customer traffic to the slopes. Promote services offered at the facility on social media to drive customer traffic. • Integration of social media and the physical services/slopes at the resort will build enthusiasm among the target market. Downhill, social thrill-seekers. • Mostly males • Ages 18 to 28 year old • Outdoors enthusiast – adventurous • Visits ski resorts as a get-away day trip to enjoy with friends and to socialize over the weekend. • Extremely active on social media; uses Instagram and Facebook typically for pictures on slopes or GoPro videos while riding. • Combining 2 preferences of this target audience: • Tricks on challenging slopes (in the case, it is the Challenger slope). • Sharing “cool” runs/tricks on social media.
IMPLEMENTATION SAMPLE Platforms Monitoring Budget • Contestants must post their videos/pictures on Instagram to be eligible for the reward. • The Challenger contest will be advertised on Glen Eden’s Facebook page and will be posted on Twitter as well. • Links to the latest video submissions (as well as the post advertising the contest) will be provided on Instagram and Facebook. Increase posts by 30% (approx. 6 additional comments per post) Increase use of GE’s Instagram handle or #Glen Eden by 300% (4 additional tweets per day). Sentiment Ratio = Positive, Neutral, Negative Brand Mentions Expenses Audience Engagement = Comments + Shares + Trackbacks Total Views Season Lift Pass (prize): $133 Monitoring tools: $100 Total Budget – $233
MONITORING
TRACKING PLAN
FACEBOOK TRACKING PLAN Information Needed How to Find Data Number of shares • Each post shows the number of shares and the users who shared it. • Regarding each specific share, Glen Eden can see who shared it, who commented on the share and who liked the share. Number of customers who post in the discussion tab as well as the number of responses from Glen Eden. • Glen Eden will monitor the discussion tabs constantly. • Able to see how many posts were made and what time they were posted. Glen Eden will respond to 100% of the comments. • They will get a notification every time someone posts in the discussion tab.
FACEBOOK TRACKING PLAN Information Needed How to Find Data Comments per post • Each post shows who commented on it and the amount of people who comment. • Comments have a like feature which is visible and easy to monitor. • Customers have a wider variety of reactions to post other than just “likes” (ex. love, “haha”, wow, angry and sad) • Glen Eden can monitor the amount of people who use those features for each post. Location Check-in • This check-in feature on Glen Eden Facebook page shows the amount of people who have alerted their network of their location at Glen Eden. • Each week Glen Eden will monitor any check-in increases.
TWITTER TRACKING PLAN Information Needed How to Find Data Number of likes • Glen Eden will get a notification every time a post is liked by a user. • Each tweet clearly shows the amount of people who like the tweet and the users who took that specific action. Number of direct tweets to Glen Eden and the amount of tweets replied to by Glen Eden. • Users are able to tweet directly to Glen Eden. • Each tweet has a time stamp of when it was posted and at what time. • Glen Eden will get notifications and can respond to each tweet by replying back easily.
TWITTER TRACKING PLAN Information Needed How to Find Data Number of hashtags • Twitter has a search tab function where Glen Eden can search up certain hashtags and see the amount of people who use that hashtag in their post. • It is categorized into top tweets and all tweets. Glen Eden can search which hashtags received the most likes and retweets on the “top tweets” tab. • Glen Eden can also click on each hashtag and it will lead them to the same search tab feature. Number of retweets • Users able to retweet or quote retweet each post. • Quote retweet allows them to add a comment of their own to the tweet. • Glen Eden will receive a notification every time a tweet is retweeted. • Each tweet also shows the number of retweets for that specific post.
INSTAGRAM TRACKING PLAN Information Needed How to Find Data Number of hashtags • Instagram has a search tab feature where Glen Eden can browse through certain tags. • Glen Eden can view the top and most recent posts which have that tag featured. • It also shows when the post was written. Number of followers • Each time Glen Eden gains a follower, they will receive a notification for it. • Glen Eden can also use the followers tab on their own page to view the number of followers on their account. • This allows them to monitor increases/decreases over time.
INSTAGRAM TRACKING PLAN Information Needed How to Find Data Number of likes/comments on each post • Each post shows the amount of comments and likes it receives. • Glen Eden can monitor the amount of comments they receive and ensure that the company replies to each customer comment. • Each comment will show how many minutes since it has been posted. • Glen Eden will also receive a notification every time a post is commented on or liked. Number of posts • Glen Eden can keep track of the amount of posts made on their account by monitoring the tab at the top of their page which highlights that information.
MEASUREMENT PLAN
QUANTITATIVE KPI’S - FACEBOOK Digital Audit Results KPI’s Measured From May 2016 – May 2017 Positive Sentiment – 36% Increase positive sentiment to 50% Negative Sentiment – 7.5% Decrease negative sentiment to 4% Shares per post – 24 Increase shares per post by 30% (for posts related to this promotion) Comments per post – 16 Increase comments per post by 30% (approx. 5 additional comments per post) Reach – 11,540 likes Increase number of followers by 5% (approx. 575 users) Check-ins – 15,637 users Increase check-ins by 5% (approx. 781 users) No reply to 30% of comments Glen Eden will respond to all comments (100%)
QUANTITATIVE KPI’S - TWITTER Digital Audit Results KPI’s Measured From May 2016 – May 2017 Positive Sentiment – 57% Increase positive sentiment to 66% Negative Sentiment – 4% Decrease negative sentiment to 2.5% Shares per post – 6 Increase shares per post by 50% (10 shares) Comments per post – <1 Increase average comments per post by 500% (5 comments per post) Reach – 4,650 followers Increase the number of followers by 10% (465 followers) Use of Glen Eden Twitter Handle/#Glen Eden - <1 per day Increase use of GE’s Twitter handle or #Glen Eden by 500% (5 additional uses per day) Average Response Time – 8 minutes (however, a group of comments took an hour for responses) Decrease average response time to under 5 minutes per post
QUANTITATIVE KPI’S – INSTAGRAM Digital Audit Results KPI’s Measured From May 2016 – May 2017 Positive Sentiment – 90% Increase positive sentiment to 95% Negative Sentiment – 1% Maintain negative sentiment at 1% or less Comments per post – 19 Increase posts by 30% (approx. 6 additional comments per post) Reach – 3,356 followers Increase followers by 10% (approx. 350 followers) Use of Glen Eden Instagram Handle/#Glen Eden - <2 per day Increase use of GE’s Instagram handle or #Glen Eden by 300% (4 additional uses per day). Average frequency of post – once every 3 months Post once a day while in-season (once a week during the off-seasons).
QUALITATIVE KPI’S Social Media Goals KPI’s KPI Formula Rationale 1. To increase customer engagement. Audience Engagement AE = Comments + Shares + Trackbacks Total Views • Measures increases in customer engagement based on actions taken after reading a post. • Allows Glen Eden to monitor one of their key digital issues – engagement. 2. Brand strengthening. Sentiment Ratio Sentiment Ratio = Positive, Neutral, Negative Brand Mentions Expenses • This qualitative KPI focuses on brand strengthening and determining the ROI of this plan by considering the impact of brand mentions compared to expenses incurred.
MONITORING TOOLS Platform Tools What It Will Measure Facebook Facebook Analytics, Simply Measured • Total likes • The amount of people talking about Glen Eden • Weekly total reach • For each post it will be divided into the date the post was made, the title of the post, how many people it reached, the engagement and how many spread each post. • Able to show the demographics of people who like Glen Eden’s posts. • For check-ins, it shows the number of people who checked in, where they live and if they are male or female. (Forbes, 2014)
MONITORING TOOLS Platform Tools used What it Will Measure Twitter Twitter Analytics, Simply Measured • Number of tweets • Tweet impressions • Amount of followers, profile visits and mentions in a certain amount of time. • Beside each one of these measurements, there is a percentage each week showing the increase or decrease of activity. (eMarketer, 2015) • Each individual tweet will show the number of impressions and total engagement. (eMarketer, 2015)
MONITORING TOOLS Platform Tools Used What it will Measure Instagram Simply Measured • Instagram activity • Total engagement • Engagement per photo • Most engaging photo • Likes per photo and comments per photo. • There is a separate chart that will measure each post and it will be more organized to show what post is most effective.
BUDGET
BUDGET Novice Budget • Team of 3 • Centralized approach Program Annual Estimated Expenses Expense Percentages Facebook Family Nomination Challenge Crisis Reputation Management Tactics: Discussion Tab FAQ Facebook Location Total $300 - $1,800 - $11,250 $13,350 11.9% Twitter 5 Minute Response Free Drink for Tweet Total $1,800 $7,500 $9,300 8.3% Instagram Glen Eden’s Pic the Area Contest Top Pictures of the Day The Challenger Contest Total $1,000 $6,750 $408 $8,158 7.3% Slope Camera Posts $5,000 4.4% GoPro Cameras $5,000 4.4% Social Media To-Do List Posters $500 0.4% Social Media Specialists $70,000 62.2% Monitoring Tools $1,200 1.1% Total: $112,508 100%
BUDGET EXPLANATION • Facebook Location: location incentives (ex. free entrees, discounts at the Pro Shop, etc.) • The Challenger Contest: season lift passes, day lift passes and package rentals (all prizes). • Monitoring Tools: costs of Simply Measured ($100 per month). • Slope Camera Posts: approx. $1000 per camera post (5 posts). • Social Media Specialists: one full-time specialist at $50,000, and 4 interns with $5,000 honorary bursaries.
CONCLUSION
CONCLUSION • The tactics created for Glen Eden’s three key social media platforms focus on: • Improving the quality of the content and making it relevant to their two key target audiences • Downhill, social thrill-seekers • Athletic, outdoor-fanatic families • Generating increased customer engagement through digitally interactive contests and incentives • Family nomination challenge – creating word of mouth recommendations through a continuous cycle of nominations • Challenger contest – fully digitally integrated campaign to build engagement through entertaining, relevant content • The $112,000 plan will go towards better integrating Glen Eden’s digital strategies with its physical location and offer incentives to customers for engaging with the company’s social media campaigns. • Glen Eden will position themselves as the digital leader in the ski resort industry in Ontario.
REFERENCES
REFERENCES Aigars. (2016, March 20). What is the size of the Instagram picture in pixels? [Updated]. Retrieved 2016, from colorlib: https://colorlib.com/wp/size-of-the-instagram-picture/ Alvarez, A. (2015, December). Ski & Snowboard Resorts in Canada. Retrieved from IBISWorld: http://clients1.ibisworld.com.library.sheridanc.on.ca/reports/ca/industry/default.aspx?entid=5481 Bush, J. L. (2015, December 04). Chapter 2: An Overview of Canada’s Changing Climate. Retrieved 2016, from nrcan: http://www.nrcan.gc.ca/environment/resources/publications/impacts- adaptation/reports/assessments/2014/16309 eMarketer. (2015, February 4). Twitter Trails Facebook by a Long Shot in Canada. Retrieved 2016, from emarketer: http://www.emarketer.com/Article/Twitter-Trails-Facebook-by-Long-Shot-Canada/1011972 Epic Ski. (2016). Forums. Retrieved from Epic Ski: http://www.epicski.com/f/36/trip-reports Forbes. (2014, December 31). Eight CSR Trends to Watch Out For in 2015. Retrieved 2016, from Forbes: http://www.forbes.com/sites/susanmcpherson/2014/12/31/five-csr-trends-to-watch-out-for-in- 2015/#479a5f664d37 Free Large Images. (2015). FACEBOOK VECTOR LOGO HD. Retrieved 2016, from Free Large images: http://www.freelargeimages.com/facebook-vector-logo-hd-4547/
REFERENCES Glen Eden. (2016, March). Glen Eden. Retrieved 2016, from Facebook: https://www.facebook.com/CHGlenEden/timeline Glen Eden. (2016). Lift Tickets / Specials. Retrieved from Glen Eden: http://gleneden.on.ca/ski-and-board/lift-tickets Glen Eden. (2016, March). @glen_eden. Retrieved from Twitter: https://twitter.com/glen_eden/ Glen Eden. (2016). Trail map. Retrieved from Glen Eden: http://gleneden.on.ca/ski-and-board/trail-map Glen Eden. (2014, March 31). Glen_Eden. Retrieved 2016, from Instagram: https://www.instagram.com/p/mOEWwRkGS-/ Nitroontario. (2016, February 29). Instagram . Retrieved from Instagram: https://www.instagram.com/p/BCWC0q5terV/ Snowboard Canada. (2016). Instagram. Retrieved from Instagram: https://www.instagram.com/snowboardcanada/ Wanderbat. (2016). Retrieved from http://ski-resorts.wanderbat.com/l/364/Horseshoe-Valley

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Glen Eden Digital Marketing Plan

  • 1.
    DIGITAL MARKETING PLANPHASE 2 Glen Eden Ski and Snowboard Resort By: Michael Camilleri, Brenda Amador, Aimen Shahzad, and Joshua Favaro Presented to: Michelle Guile
  • 2.
    TABLE OF CONTENTS ExecutiveSummary ……………………………….……. Slide 3 Implementation ……………………………………….... Slide 15 Implementation Summary………………………………..... Slide 16 Platform Summary ………………………….............……... Slide 17 Content integration ……………………………….…….... Slide 32 Implementation Sample ………………………………...... Slide 37 Monitoring ……………………………….....…………. Slide 59 Tracking Plan …………………………………………….. Slide 60 Measurement Plan ……………………………….………. Slide 67 Budget …………………...……………………………. Slide 75 Conclusion ………………………..……………………. Slide 78 References ………………………………......………… Slide 80
  • 3.
  • 4.
    EXECUTIVE SUMMARY • Thefollowing digital marketing plan will provide Glen Eden with: • An understanding of internal and external digital challenges. • A clear plan outlining social media objectives, strategies and distinct target markets. • An implementation plan on how to overcome the present digital challenges. • Monitoring systems to evaluate the plan, ensuring that the recommendations implemented provide real value to Glen Eden and its customers on a digital level. • The following slides will break down key elements of each section.
  • 5.
    EXECUTIVE SUMMARY Situational Analysis •Company analysis of current marketing strategies and consumer insights. • Ski resort market overview and digital analysis of competitors. • An in-depth look at external trends in the ski resort industry. • Glen Eden is in the saturated Ski and Snowboard Resort Industry with several mutually exclusive customer groups with a varying range of needs, preferences, and behaviours. (Alvarez, 2015) • Most of Glen Eden’s competitors (Hidden Valley, Horseshoe Resort, Hockley Valley) are digital/social media laggards, while Blue Mountain’s stronger online presence provides them with a competitive advantage. (Wanderbat, 2016)
  • 6.
    EXECUTIVE SUMMARY Digital MarketingPresence • Complete digital audit of Glen Eden’s online presence including social media platforms and review sites. 1. Lack of quality content negatively impacts customer engagement. 2. Inconsistent frequency of company posts across all social media platforms impedes continuous interaction with the target audience. 3. Spread thin across too many social media platforms, many of which are essentially inactive.
  • 7.
    EXECUTIVE SUMMARY SWOT • KeyStrength – Enthusiastic, personable tone on all major social media platforms. • Key Weakness – Lack of quality, relevant content and inconsistent post frequency. • Key Opportunity – Rapid increase in social media usage among the target audiences. (eMarketer, 2015) • Key Threat – Warmer climate decreases customer traffic. (Bush, 2015) • A Weakness-Opportunity plan is utilized to overcome Glen Eden’s social media weaknesses to take advantage of opportunities in the industry.
  • 8.
    EXECUTIVE SUMMARY Objectives • Overarchinggoals to resolve key issues identified from the SWOT section. 1. To increase customer satisfaction through all services offered at the resort. 2. To drive word of mouth recommendations through social media platforms. 3. To improve crisis-reputation management. 4. To increase customer loyalty.
  • 9.
    EXECUTIVE SUMMARY Strategies • Thissection is comprised of key areas of focus within each larger objective. Key Strategies • Listen – Listen to both positive and negative comments being posting. • Engage – Be more responsive on social media platforms to both positive and negative comments.
  • 10.
    EXECUTIVE SUMMARY Target Market Athletic,outdoor-fanatic families Primarily downhill, social thrill-seekers • Parents 29-45 • Children under 18 • Household income: $80,000+ per year • Mostly males • Ages 18-28 • Modest income: $50,000 or less per year • Parents are also making use of the forum, Family Skiing Discussions on Epic Ski. (Epic Ski, 2016) • Parents share photos of family outing at resorts over Facebook; loyal advocates on review sites. (Epic Ski, 2016) • Outdoors enthusiast – adventurous • Extremely active on social media; uses Instagram and Facebook typically for pictures on slopes or GoPro videos while riding. • Watches several YouTube videos from Boards’ n Wheels and Ski School by Elate Media to learn key techniques from expert skiers/snowboarders. (Epic Ski, 2016)
  • 11.
    EXECUTIVE SUMMARY Implementation • Connectingobjectives, strategies, and a target market to a social media platform and developing tactics to complete the plan. • There is a platform summary for each of the three key networks along with several detailed tactics for each. • Integration ideas followed by a campaign sample closes this section. Tool/Platform Tactics Facebook • Implement a family nomination challenge to improve word of mouth recommendations. Twitter • Provide an engaging content mix of consistent updates on weather, slope conditions, and exciting upcoming events, specifically on the Twitter account. Instagram • Offer contest incentives, which involve customers to post pictures on Instagram at different areas in the park.
  • 12.
    EXECUTIVE SUMMARY Monitoring • Descriptionof metrics to be used in evaluating the success of the plan. • Essential quantitative and qualitative KPI’s to measure the results of each tactic over one year. Platform Quantitative KPI’s Qualitative KPI’s/Monitoring Tool Facebook Increase positive sentiment from 36% to 50% Sentiment Ratio = Positive, Neutral, Negative Brand Mentions Expenses Twitter Increase average comments per post by 500% (5 comments per post) Audience Engagement = Comments + Shares + Trackbacks Total Views Instagram Post once a day while in-season (once a week during the off-seasons) Monitoring Tool: Simply Measured – measures engagement and effectiveness of each post
  • 13.
    EXECUTIVE SUMMARY Budget • SocialMedia Specialists: one full-time specialist at $50,000, and 4 interns with $5,000 honorary bursaries. • Facebook Location: location incentives. • Slope Camera Posts: approx. $1000 per camera post (5 posts). Program Annual Estimated Expenses Expense Percentages Facebook Family Nomination Challenge Crisis Reputation Management Tactics: Discussion Tab FAQ Facebook Location Total $300 - $1,800 - $11,250 $13,350 11.9% Twitter 5 Minute Response Free Drink for Tweet Total $1,800 $7,500 $9,300 8.3% Instagram Glen Eden’s Pic the Area Contest Top Pictures of the Day The Challenger Contest Total $1,000 $6,750 $408 $8,158 7.3% Slope Camera Posts $5,000 4.4% GoPro Cameras $5,000 4.4% Social Media To-Do List Posters $500 0.4% Social Media Specialists $70,000 62.2% Monitoring Tools $1,200 1.1% Total: $112,508 100%
  • 14.
    EXECUTIVE SUMMARY Conclusion • Thisdigital plan specifically targets two substantial, mutually exclusive audiences: • Downhill, social thrill-seekers • Athletic, outdoor-fanatic families • This digital plan addresses several key issues with Glen Eden’s online presence: • Customer engagement • Relevant content that interests each audience without repetition across all platforms • This $112,000 implementation plan will better meet the two target audiences’ needs and build customer engagement through digital integration on social networks and at the physical location. • Glen Eden will position themselves as the digital leader in the ski resort industry in Ontario.
  • 15.
  • 16.
    IMPLEMENTATION SUMMARY Platform ObjectivesStrategies Target Market Facebook 1. To drive word of mouth recommendations. 2. To improve crisis reputation management. 1. Engage customers with relevant content unique to the platform. 2. Listen to and understand customer issues. Athletic, outdoor- fanatic families • Parents 29-45 • Children under 18 • Household income: $80,000+ per year Twitter 1. To increase customer satisfaction. 2. To increase customer engagement. 1. Improve social content which increases customer satisfaction. 2. Start interacting with consumers who share positive comments. Primarily downhill, social thrill-seekers • Mostly males • Ages 18-28 Instagram 1. Drive customer traffic to the slopes. 2. To increase customer engagement. 1. Promote services offered at facility to drive customer traffic 2. Engage customers with relevant content unique to the platform. Primarily downhill, social thrill-seekers • Mostly males • Ages 18-28
  • 17.
  • 18.
    PLATFORM SUMMARY Tool/Platform TacticsFrequency/Timing Facebook • Implement a family nomination challenge to improve word of mouth recommendations. • Create a discussion tab on the Facebook page to control customer issues • Implement at the start of the 2016-17 ski season. • Promotions starting in September. • Implement in May, 2016. • The FAQ will be updated every month during off-seasons but biweekly while in-season.
  • 19.
    PLATFORM SUMMARY Tool/Platform TacticsFrequency/Timing Twitter • Provide an engaging content mix of consistent updates on weather, slope conditions, and exciting upcoming events, specifically on the Twitter account. • Always have an employee monitor twitter comments around the clock to respond to every positive comment. • The post frequency on Twitter will be three times a day, and occasionally more often if unexpected conditions occur. • Implement May 2016 but not as frequently as in-season (primarily promoting upcoming events during the off-season). • Implement at the start of the 2016-17 ski season. • Respond within 5 minutes of the comment.
  • 20.
    PLATFORM SUMMARY Tool/Platform TacticsFrequency/Timing Instagram • Offer contest incentives, which involve customers to post pictures on Instagram at different areas in the park. • Post the top 3 customer pictures on Instagram on the company’s account each day. • These contests will occur over 2 three week periods during the 2016-17 ski season. • Implement at the start of the 2016-17 ski season. • Promote these contests starting September to build anticipation. • This will be applied every day during the 2016-17 ski season.
  • 21.
    FACEBOOK – PRIMARYTACTIC #1 1. Family Nomination Challenge • Family posts a video on Facebook skiing down a hill at Glen Eden. • In the video, they nominate another family to visit Glen Eden and do the same. • The original family receives 50% off the total purchase of their next visit. • Process: • Family tags the nominated family • Glen Eden comments on the post • Uses DM to receive a verification that the nominated family accepted the challenge • Verification is the code on a lift pass • Nominated family can take a picture and DM the original family who can then DM Glen Eden • Provides 50% e-coupon upon receipt of the verification
  • 22.
    FACEBOOK – PRIMARYTACTICS #2 AND 3 Crisis Reputation Management Initiatives 2. Create a discussion tab on the Facebook page primarily for customer issues. • Have an employee available to respond immediately to any comments (within 5 minutes) • Consistently deliver posts in a sincere, proactive manner. • Take serious customer complaints to DM and update the discussion tab on how Glen Eden is handling the situation. 3. Implement a FAQ of customer issues and have a link available in the discussion tab. • This FAQ should include specific actions Glen Eden took to improve the situation, along with the positive results.
  • 23.
    FACEBOOK – SECONDARYTACTICS • Post content once/twice a day while in-season. • Post once a week during the off-seasons. • Post content about training lessons (introduce ski/snowboarding instructors) • Share experiences of kids learning how to ski at Glen Eden. • 70:30 picture-to-words ratio • Post content introducing the safety patrol staff. • Ex. Meet “Jim”, share interests. • Focus on expressing a fun, family-friendly personality. • Facebook location – check-in at the “area of the week” (ex. Tube park) • Receive a free entree at Sunset Grill.
  • 24.
    TWITTER – PRIMARYTACTICS #1 AND 2 1. Provide an engaging content mix of consistent updates on weather, slope conditions, and exciting upcoming events, specifically on the Twitter account. • These updates should be delivered in an enthusiastic tone, displaying a consistent, engaging personality. 2. Always have an employee monitoring twitter comments throughout the day. • Make a special effort to respond to every positive comment. • Immediately engage the user (within 5 minutes) with a question about that customer’s personal experience at Glen Eden. • Ask the user at least one question, followed by a response to their answer.
  • 25.
    TWITTER – SECONDARYTACTICS • Tweet a minimum of 3 times per day during the winter season. • Tweet 1-2 times a week during the off-season (focusing on upcoming events/summer events at the conservation area). • Tweets need to be unique on this platform, slope updates exclusive to Twitter account. • Include one picture in every third post (at a minimum). Hashtag tactics • Tweet content that shows slope/weather conditions or upcoming events with hashtags (#ShareTheSlopes or #ShareEventsGE); prompts additional retweets. • Design unique hashtags which are simple and capture personality. Example: #ConquerGE. • When weather conditions are changing, ensure a tweet goes out within 15 minutes to allow customers to prepare in advance. #GEweather
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    TWITTER – SECONDARYTACTICS Offer a free drink for a tweet. • At both grills, offer a free drink to everyone who tweets about their time at Glen Eden, including the company’s twitter handle in the post. • Can also check-in on Facebook to receive the free drink. Encourage user-generated content through viewpoint questions. • Ex. “What is the best trick you successfully attempted at Glen Eden?” • Ex. “Which Glen Eden slope is the most difficult?” • These questions target the downhill social thrill seekers who are more likely than the other demographic to use Twitter regularly. • Tricks and challenging slopes are major interests of this target segment.
  • 27.
    INSTAGRAM – PRIMARYTACTIC #1 1. “Glen Eden’s Pic the Area” Contest • Every week, (Monday morning) Glen Eden will post pictures of three different areas around the ski resort. • During that week, customers have to post three pictures (one in each of those areas) and tag Glen Eden. • The incentive is 50% off a terrain park pass ($10). • An employee will monitor all the tagged pictures. • Will DM the customer who meets the requirements with the e-coupon.
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    INSTAGRAM – PRIMARYTACTIC #2 2. Top Pictures of the Day Initiative • An employee will evaluate all the pictures posted during the day with any Glen Eden hashtag/handle. • Will choose the 3 best pictures of the day and will post them on Glen Eden’s account. • The three winners each day receive a free entrée at the Sunset Grill. 3. The Challenger Contest • Post a picture of the “Challenger” slope with the caption “This beast is waiting for you – post a video down this slope and you are put in a draw to win two season lift passes” • This contest will last one month from December 9th to January 11th (for ski season 2017-18). • First place winner receives 2 season passes; second/third place winners both receive 2 lift passes and 2 full package rentals.
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    INSTAGRAM – SECONDARYTACTICS • Post once a day while in-season (once a week during the off-seasons). • Include a brief sentence or a link on every post to complement the picture. • Post content focused on interests and needs of the downhill social-thrill seekers. • Pictures posted emphasize the “cool” factor (tips and tricks) of the resort. • Ex. post pictures of epic tricks mid-air from skilled snowboarders on Glen Eden’s terrain park with a comment inviting others to join.
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    INSTAGRAM – SECONDARYTACTICS • Use words like epic, cool, tricks, stunts, crazy, etc. to engage the downhill, social thrill-seekers. • Instagram content will highlight Glen Eden’s services; unique and relevant to the downhill social-thrill seekers. • Ex. of Glen Eden’s services to emphasize on Instagram for the target audience: • Terrain park • Black diamond courses • Sunset/Snowflake grills with delicious, light snacks/meals for hungry snowboarders/skiers.
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    PLATFORM TARGET AUDIENCEOVERVIEW Platform Target Audience How Tactics Appeal to the Audience Facebook Athletic, outdoor- fanatic families • Focus content on training services, bunny hills. • Include experiences of beginner skiers who learned at Glen Eden. Twitter Primarily downhill, social thrill-seekers • Viewpoint questions pertain to target audience by focusing on challenging courses and tips/tricks. • Hashtags are a familiar concept with this demographic and the words focus on the challenge behind the slopes (ex. #ConquerGE). Instagram Primarily downhill, social thrill-seekers • This demographic would be more enthusiastic about sharing photos at various locations at the park (Glen Eden’s Pic the Area) • These tactics move this demographic to capture the new tricks they enjoy attempting on the slopes and share them digitally.
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    CONTENT INTEGRATION SUMMARY ChannelDigital/Social Integration Resort Slope Area • Wi-Fi capabilities throughout the resort. Slope Camera Posts • Set up camera posts on revolving poles at the top of certain slopes, allowing for group photo opportunities at the summit of the hills. • These photos are posted to Glen Eden’s photo gallery on their website; consumers can browse through them at anytime. • All of these photos qualify for the “Top Pictures of the Day” initiative on Instagram. QR Codes • QR Codes will be placed throughout the resort; scanning the code takes the customer directly to Glen Eden’s photo gallery on the company’s website, where users can search through photos uploaded recently and like/share them.
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    CONTENT INTEGRATION SUMMARY ChannelDigital/Social Integration Equipment Rental Area GoPro Cameras • Allow skiers/snowboarders to rent GoPro cameras from the equipment rental area of the resort (secured on the top of a helmet). • Videos are posted on Facebook and Instagram. #GoProGE • Especially useful for ones participating in the Challenger contest, looking to shoot an epic video from cool angles. Staff • Each staff member will be encouraged to use their smartphone to take pictures with skiers/snowboarders and post those pictures on Glen Eden’s photo gallery on the website (only Glen Eden employees have access to post to the gallery). • Quota of pictures per day for each staff member. Blog • At the end of each post, provide readers with the opportunity to share this post with followers on Facebook and Twitter. • Create three separate posts outlining some of the changes and contests that will be available on each social media platform (Facebook, Twitter, Instagram) during this upcoming ski season.
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    CONTENT INTEGRATION SUMMARY ChannelDigital/Social Integration Website Employee Bios • Have staff members post a brief bio (background, skiing/snowboarding experience, interests/hobbies) under a new “Meet the Team” page on the company’s website. • Social media platform logos (with links) of each employee’s personal account will be shown (with consent). • This builds a stronger connection between individual employees and consumers, especially when that employee’s name is mentioned on any of Glen Eden’s social media accounts. Other Social Channels Facebook Location (Geofencing) • Customers are encouraged to turn on their Facebook location services to earn coupons/deals at the resort. • Ex. Customers who enter the equipment rental area receive a 10% off coupon on any item at Glen Eden’s Pro Shop (which is close to the rental area).
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    CONTENT INTEGRATION SUMMARY ChannelDigital/Social Integration Restaurants • Both grills at the resort will advertise the Free Drink for a Tweet (check-in on Facebook) promotion. Print • Include Glen Eden’s social media handles on all print material distributed throughout the resort, encouraging users to follow, share their thoughts and engage with the company’s online activities. Social Media To-Do List Poster • A social media to-do list will be a new poster distributed throughout the resort (in and around the restaurants, lodging areas, rental/Pro Shop area, in and on shuttle busses, and at customer service/check-in. • This poster will: • Encourage customers to turn on Facebook location services for coupons/deals • Explain how Glen Eden’s photo gallery works (including the camera posts) • Provide a brief overview of social media promotions (“Pic the Area” contest and “Top Pictures of the Day”)
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    IMPLEMENTATION SAMPLE –GENERAL DETAILS • Contest runs from December 9th, 2016 to January 11th, 2017. • First place: 2 season lift passes. • Second/third place: 2 lift passes and full package rentals. • Criteria: • 50% - Creativity • 50% - Quality (performance, accuracy) of tricks • The video must be posted on Instagram to be eligible and therefore, must be 15 seconds or less.
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    IMPLEMENTATION SAMPLE –GENERAL DETAILS • During the month of the contest, an experienced employee will be posted at the top of the Challenger slope to ensure that safety is a priority and that everyone is made aware of the Challenger contest. • 2 interns will go through the videos on January 12th, 2017 – January 14th, 2017 and narrow them down to 5. • January 15th, 2017 – January 21nd, 2017: the 5 chosen videos will be posted on Instagram and viewers can like the video they want to win. • January 22nd, 2017: the winners are announced.
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    IMPLEMENTATION SAMPLE –MOCK-UP 1 • The following slide displays the main promotional mock-up for the Challenger contest which is a contest based off of an Instagram tactic on this plan. • This mock-up will be previewed on Instagram, but will also be posted throughout the resort as print material. • Since this poster will be shown in print form onsite, the QR code which sends users to the contest details on Glen Eden’s website effectively integrates the company’s online presence and physical location. • The mock-up integrates all three social media platforms that are the focus of this plan for Glen Eden. • The slogan at the top along with the background picture highlights the ‘challenge’ associated with this contest.
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    IMPLEMENTATION SAMPLE (Aigars, 2016) (FreeLarge Images, 2015) (Glen Eden, 2016)
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    IMPLEMENTATION SAMPLE –MOCK-UP 2 • The following slide shows a Facebook teaser post which will be released on November 23rd to build anticipation for the Challenger contest. • The goal of this Facebook post is to build anticipation among downhill social thrill-seekers. • The caption “Now it’s your turn!”/“Do you have what it takes?” appeals to this audience, presenting a challenge. • This specific audience enjoys attempting stunts while at Glen Eden, so this video shows a snowboard trick, implying that the viewer will have to do some sort of trick on the slopes. • Encouraging that the viewer stays tuned on all 3 platforms will keep them engaged on Glen Eden’s social networks. • Wednesday, November 23rd at 12:46pm reminds the user of Glen Eden during the middle of the week, which could spark ideas for weekend plans at the ski resort.
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    IMPLEMENTATION SAMPLE –MOCK-UP 3 • The following slide displays a Twitter post on November 30th to follow up with the previous teaser by asking a question. After this post, Glen Eden will reveal the contest. • The goal of this Twitter post is to generate customer engagement by asking the audience about their experiences. • The poll shows 70% of viewers who have not attempted a trick on the Challenger, because it is predicted that most individuals in this target audience try stunts at Glen Eden’s terrain park and not on a specific black diamond slope. • As the Facebook post mentioned, this follow-up must be one week later, so it will occur on Wednesday, November 30th at 2:43pm.
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    IMPLEMENTATION SAMPLE –MOCK-UP 4 • The following slide shows an Instagram post on December 3rd to introduce the contest. • The goal of this Instagram post is to announce and provide key information about the contest. • The picture is a link directing users to the contest details and the message in the post will provide users with a call to action (to click on the link). • Saturday, December 3rd was chosen to provide users with approx. one week to prepare for the contest. • There is ample time to set aside a day during the opening weekend to participate.
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    (Glen Eden, 2016) (Aigars,2016) (Free Large Images, 2015)
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    IMPLEMENTATION SAMPLE –MOCK-UP 5 • The following slide displays an Instagram post on Friday, December 16th, one week after the opening day of the Challenger contest. • The goal of this Instagram post is to motivate customers to come to the slopes to participate in the contest. • This is possible by showing them examples of video submissions, which should build excitement while also relieving individuals who may feel more comfortable after seeing others try it. • The message includes a call to action, motivating users to click on the picture to see other video submissions. • This will heighten creativity as the next batch of downhill thrill-seekers will look for different ways to attempt a unique trick down the Challenger.
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    IMPLEMENTATION SAMPLE –MOCK-UP 6 • The following slide shows a Twitter post on January 3rd, 2017, nearing the end of the contest. • The goal of this post is to engage customers by listening to their thoughts on the contest thus far. • This shows Glen Eden cares about their customers’ opinions. • The continuous use of the #ConquerGE hashtag reinforces the integration on all social media platforms through repetition. • It identifies this contest with the specific hashtag #ConquerGE.
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    IMPLEMENTATION SAMPLE –MOCK-UP 7 • A Facebook post is displayed on the following slide which will be posted on January 12th, 2017. • The goal of this post is to continue to engage the audience who participated in this contest. • This is done by sincerely thanking everyone who participated within the post’s message. • Also, by including a call to action (motivating ones to click on the link to see all video submissions), Glen Eden is continuing to generate opinions and interest in the contest even though it is finished. • This post will also provide a timeline for future posts relating to this contest. • The words “special surprise” are used to excite viewers for yet another element to the contest.
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    IMPLEMENTATION SAMPLE –ENDING DETAILS • After three days (January 12th-14th, 2017), two interns will have chosen 5 videos as finalists. • On January 15th, these videos will be posted on Instagram with a message encouraging viewers to like the video that they think deserves to win. • Users can like more than one video. • They have 7 days to select a winner (January 15th – January 21st, 2017) • On January 22nd, the top three videos will be posted in the order in which they ranked, following the audience voting period. • A congratulations message will be attached to each of the posts.
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    IMPLEMENTATION SAMPLE Objectives StrategiesTarget Market Drive customer traffic to the slopes. Promote services offered at the facility on social media to drive customer traffic. • Integration of social media and the physical services/slopes at the resort will build enthusiasm among the target market. Downhill, social thrill-seekers. • Mostly males • Ages 18 to 28 year old • Outdoors enthusiast – adventurous • Visits ski resorts as a get-away day trip to enjoy with friends and to socialize over the weekend. • Extremely active on social media; uses Instagram and Facebook typically for pictures on slopes or GoPro videos while riding. • Combining 2 preferences of this target audience: • Tricks on challenging slopes (in the case, it is the Challenger slope). • Sharing “cool” runs/tricks on social media.
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    IMPLEMENTATION SAMPLE Platforms MonitoringBudget • Contestants must post their videos/pictures on Instagram to be eligible for the reward. • The Challenger contest will be advertised on Glen Eden’s Facebook page and will be posted on Twitter as well. • Links to the latest video submissions (as well as the post advertising the contest) will be provided on Instagram and Facebook. Increase posts by 30% (approx. 6 additional comments per post) Increase use of GE’s Instagram handle or #Glen Eden by 300% (4 additional tweets per day). Sentiment Ratio = Positive, Neutral, Negative Brand Mentions Expenses Audience Engagement = Comments + Shares + Trackbacks Total Views Season Lift Pass (prize): $133 Monitoring tools: $100 Total Budget – $233
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    FACEBOOK TRACKING PLAN InformationNeeded How to Find Data Number of shares • Each post shows the number of shares and the users who shared it. • Regarding each specific share, Glen Eden can see who shared it, who commented on the share and who liked the share. Number of customers who post in the discussion tab as well as the number of responses from Glen Eden. • Glen Eden will monitor the discussion tabs constantly. • Able to see how many posts were made and what time they were posted. Glen Eden will respond to 100% of the comments. • They will get a notification every time someone posts in the discussion tab.
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    FACEBOOK TRACKING PLAN InformationNeeded How to Find Data Comments per post • Each post shows who commented on it and the amount of people who comment. • Comments have a like feature which is visible and easy to monitor. • Customers have a wider variety of reactions to post other than just “likes” (ex. love, “haha”, wow, angry and sad) • Glen Eden can monitor the amount of people who use those features for each post. Location Check-in • This check-in feature on Glen Eden Facebook page shows the amount of people who have alerted their network of their location at Glen Eden. • Each week Glen Eden will monitor any check-in increases.
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    TWITTER TRACKING PLAN InformationNeeded How to Find Data Number of likes • Glen Eden will get a notification every time a post is liked by a user. • Each tweet clearly shows the amount of people who like the tweet and the users who took that specific action. Number of direct tweets to Glen Eden and the amount of tweets replied to by Glen Eden. • Users are able to tweet directly to Glen Eden. • Each tweet has a time stamp of when it was posted and at what time. • Glen Eden will get notifications and can respond to each tweet by replying back easily.
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    TWITTER TRACKING PLAN InformationNeeded How to Find Data Number of hashtags • Twitter has a search tab function where Glen Eden can search up certain hashtags and see the amount of people who use that hashtag in their post. • It is categorized into top tweets and all tweets. Glen Eden can search which hashtags received the most likes and retweets on the “top tweets” tab. • Glen Eden can also click on each hashtag and it will lead them to the same search tab feature. Number of retweets • Users able to retweet or quote retweet each post. • Quote retweet allows them to add a comment of their own to the tweet. • Glen Eden will receive a notification every time a tweet is retweeted. • Each tweet also shows the number of retweets for that specific post.
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    INSTAGRAM TRACKING PLAN InformationNeeded How to Find Data Number of hashtags • Instagram has a search tab feature where Glen Eden can browse through certain tags. • Glen Eden can view the top and most recent posts which have that tag featured. • It also shows when the post was written. Number of followers • Each time Glen Eden gains a follower, they will receive a notification for it. • Glen Eden can also use the followers tab on their own page to view the number of followers on their account. • This allows them to monitor increases/decreases over time.
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    INSTAGRAM TRACKING PLAN InformationNeeded How to Find Data Number of likes/comments on each post • Each post shows the amount of comments and likes it receives. • Glen Eden can monitor the amount of comments they receive and ensure that the company replies to each customer comment. • Each comment will show how many minutes since it has been posted. • Glen Eden will also receive a notification every time a post is commented on or liked. Number of posts • Glen Eden can keep track of the amount of posts made on their account by monitoring the tab at the top of their page which highlights that information.
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    QUANTITATIVE KPI’S -FACEBOOK Digital Audit Results KPI’s Measured From May 2016 – May 2017 Positive Sentiment – 36% Increase positive sentiment to 50% Negative Sentiment – 7.5% Decrease negative sentiment to 4% Shares per post – 24 Increase shares per post by 30% (for posts related to this promotion) Comments per post – 16 Increase comments per post by 30% (approx. 5 additional comments per post) Reach – 11,540 likes Increase number of followers by 5% (approx. 575 users) Check-ins – 15,637 users Increase check-ins by 5% (approx. 781 users) No reply to 30% of comments Glen Eden will respond to all comments (100%)
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    QUANTITATIVE KPI’S -TWITTER Digital Audit Results KPI’s Measured From May 2016 – May 2017 Positive Sentiment – 57% Increase positive sentiment to 66% Negative Sentiment – 4% Decrease negative sentiment to 2.5% Shares per post – 6 Increase shares per post by 50% (10 shares) Comments per post – <1 Increase average comments per post by 500% (5 comments per post) Reach – 4,650 followers Increase the number of followers by 10% (465 followers) Use of Glen Eden Twitter Handle/#Glen Eden - <1 per day Increase use of GE’s Twitter handle or #Glen Eden by 500% (5 additional uses per day) Average Response Time – 8 minutes (however, a group of comments took an hour for responses) Decrease average response time to under 5 minutes per post
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    QUANTITATIVE KPI’S –INSTAGRAM Digital Audit Results KPI’s Measured From May 2016 – May 2017 Positive Sentiment – 90% Increase positive sentiment to 95% Negative Sentiment – 1% Maintain negative sentiment at 1% or less Comments per post – 19 Increase posts by 30% (approx. 6 additional comments per post) Reach – 3,356 followers Increase followers by 10% (approx. 350 followers) Use of Glen Eden Instagram Handle/#Glen Eden - <2 per day Increase use of GE’s Instagram handle or #Glen Eden by 300% (4 additional uses per day). Average frequency of post – once every 3 months Post once a day while in-season (once a week during the off-seasons).
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    QUALITATIVE KPI’S Social Media Goals KPI’sKPI Formula Rationale 1. To increase customer engagement. Audience Engagement AE = Comments + Shares + Trackbacks Total Views • Measures increases in customer engagement based on actions taken after reading a post. • Allows Glen Eden to monitor one of their key digital issues – engagement. 2. Brand strengthening. Sentiment Ratio Sentiment Ratio = Positive, Neutral, Negative Brand Mentions Expenses • This qualitative KPI focuses on brand strengthening and determining the ROI of this plan by considering the impact of brand mentions compared to expenses incurred.
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    MONITORING TOOLS Platform ToolsWhat It Will Measure Facebook Facebook Analytics, Simply Measured • Total likes • The amount of people talking about Glen Eden • Weekly total reach • For each post it will be divided into the date the post was made, the title of the post, how many people it reached, the engagement and how many spread each post. • Able to show the demographics of people who like Glen Eden’s posts. • For check-ins, it shows the number of people who checked in, where they live and if they are male or female. (Forbes, 2014)
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    MONITORING TOOLS Platform Toolsused What it Will Measure Twitter Twitter Analytics, Simply Measured • Number of tweets • Tweet impressions • Amount of followers, profile visits and mentions in a certain amount of time. • Beside each one of these measurements, there is a percentage each week showing the increase or decrease of activity. (eMarketer, 2015) • Each individual tweet will show the number of impressions and total engagement. (eMarketer, 2015)
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    MONITORING TOOLS Platform ToolsUsed What it will Measure Instagram Simply Measured • Instagram activity • Total engagement • Engagement per photo • Most engaging photo • Likes per photo and comments per photo. • There is a separate chart that will measure each post and it will be more organized to show what post is most effective.
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    BUDGET Novice Budget • Teamof 3 • Centralized approach Program Annual Estimated Expenses Expense Percentages Facebook Family Nomination Challenge Crisis Reputation Management Tactics: Discussion Tab FAQ Facebook Location Total $300 - $1,800 - $11,250 $13,350 11.9% Twitter 5 Minute Response Free Drink for Tweet Total $1,800 $7,500 $9,300 8.3% Instagram Glen Eden’s Pic the Area Contest Top Pictures of the Day The Challenger Contest Total $1,000 $6,750 $408 $8,158 7.3% Slope Camera Posts $5,000 4.4% GoPro Cameras $5,000 4.4% Social Media To-Do List Posters $500 0.4% Social Media Specialists $70,000 62.2% Monitoring Tools $1,200 1.1% Total: $112,508 100%
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    BUDGET EXPLANATION • FacebookLocation: location incentives (ex. free entrees, discounts at the Pro Shop, etc.) • The Challenger Contest: season lift passes, day lift passes and package rentals (all prizes). • Monitoring Tools: costs of Simply Measured ($100 per month). • Slope Camera Posts: approx. $1000 per camera post (5 posts). • Social Media Specialists: one full-time specialist at $50,000, and 4 interns with $5,000 honorary bursaries.
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    CONCLUSION • The tacticscreated for Glen Eden’s three key social media platforms focus on: • Improving the quality of the content and making it relevant to their two key target audiences • Downhill, social thrill-seekers • Athletic, outdoor-fanatic families • Generating increased customer engagement through digitally interactive contests and incentives • Family nomination challenge – creating word of mouth recommendations through a continuous cycle of nominations • Challenger contest – fully digitally integrated campaign to build engagement through entertaining, relevant content • The $112,000 plan will go towards better integrating Glen Eden’s digital strategies with its physical location and offer incentives to customers for engaging with the company’s social media campaigns. • Glen Eden will position themselves as the digital leader in the ski resort industry in Ontario.
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    REFERENCES Aigars. (2016, March20). What is the size of the Instagram picture in pixels? [Updated]. Retrieved 2016, from colorlib: https://colorlib.com/wp/size-of-the-instagram-picture/ Alvarez, A. (2015, December). Ski & Snowboard Resorts in Canada. Retrieved from IBISWorld: http://clients1.ibisworld.com.library.sheridanc.on.ca/reports/ca/industry/default.aspx?entid=5481 Bush, J. L. (2015, December 04). Chapter 2: An Overview of Canada’s Changing Climate. Retrieved 2016, from nrcan: http://www.nrcan.gc.ca/environment/resources/publications/impacts- adaptation/reports/assessments/2014/16309 eMarketer. (2015, February 4). Twitter Trails Facebook by a Long Shot in Canada. Retrieved 2016, from emarketer: http://www.emarketer.com/Article/Twitter-Trails-Facebook-by-Long-Shot-Canada/1011972 Epic Ski. (2016). Forums. Retrieved from Epic Ski: http://www.epicski.com/f/36/trip-reports Forbes. (2014, December 31). Eight CSR Trends to Watch Out For in 2015. Retrieved 2016, from Forbes: http://www.forbes.com/sites/susanmcpherson/2014/12/31/five-csr-trends-to-watch-out-for-in- 2015/#479a5f664d37 Free Large Images. (2015). FACEBOOK VECTOR LOGO HD. Retrieved 2016, from Free Large images: http://www.freelargeimages.com/facebook-vector-logo-hd-4547/
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    REFERENCES Glen Eden. (2016,March). Glen Eden. Retrieved 2016, from Facebook: https://www.facebook.com/CHGlenEden/timeline Glen Eden. (2016). Lift Tickets / Specials. Retrieved from Glen Eden: http://gleneden.on.ca/ski-and-board/lift-tickets Glen Eden. (2016, March). @glen_eden. Retrieved from Twitter: https://twitter.com/glen_eden/ Glen Eden. (2016). Trail map. Retrieved from Glen Eden: http://gleneden.on.ca/ski-and-board/trail-map Glen Eden. (2014, March 31). Glen_Eden. Retrieved 2016, from Instagram: https://www.instagram.com/p/mOEWwRkGS-/ Nitroontario. (2016, February 29). Instagram . Retrieved from Instagram: https://www.instagram.com/p/BCWC0q5terV/ Snowboard Canada. (2016). Instagram. Retrieved from Instagram: https://www.instagram.com/snowboardcanada/ Wanderbat. (2016). Retrieved from http://ski-resorts.wanderbat.com/l/364/Horseshoe-Valley