Social Maturity of Mountain Travel Industry
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BCF | MTS Social Media Survey
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Transcript of Social Maturity of Mountain Travel Industry
BCF | MTS Social Media Survey
Obsessed with travel.
Whycreate the survey?
The purpose of business is to drive revenue | increase profitability.
The purpose of marketing (including social media)
is to support these efforts.
We wanted to know how the mountain travel industry was performing in social media.
Whatis the survey?
13 questions designed to uncover social media sophistication.
• LISTEN• LEARN
• ENGAGE
• ANALYZE
• OPTIMIZE
The Social Assessment curve.
36+ respondents:16
5105
hotelsdestinationsski areasvendors
Budgets large and small:11
658
less than $100k$100-250k$250-500k$500k+
Whatwe’re about to present…
Social assessment: insights that drive performance.
We’re going to share our findingsand provide best practices.
Detailed findings will be published after MTS at
www.boomyourbrand.com
Brand TargetAudience
Content Measurement and Monitoring
A brand, pure and simple, is a consumer’s perception of a
product or service.
Over 30% have just begun to develop a brand persona.
Over 30% have just begun to develop a brand persona.
Another 30% have a wellarticulated brand.
Over 30% have just begun to develop a brand persona.
Another 30% have a wellarticulated brand.
Just 8 respondents feel their brand is meaningful and well known.
Your brand should be the core of every marketing initiative.
Your brand should be the core of every marketing initiative.
Including Social Media.
TargetAudience
44% use two or more metrics to define target audiences.
44% use two or more metrics to define target audiences.
17% use just one.
Over half don’t know who their social media target audiences
are.
Social Target Audience:Customers, prospects…
Social Target Audience:Customers, prospects…
and those who influence purchase.
Identify your social target audience:• know the top 5 audiences.• know the top 15 influencers.• know their behaviors.• know where + when they interact.
Content
44% create “general” content.
General = information = ”push”
General = information = ”push”Segmented = engagement = ”pull”
46% - content is read and/or shared.
46% - content is read and/or shared.
22% - engaged enough to comment.
46% - content is read and/or shared.
22% - engaged enough to comment.
Just a few are engaged enough to create content on their own.
Social Media.
Social Media.
Engagement reinforces relationships and leads to sales.
Measurement and Monitoring
There’s a dichotomy.
80% say they measure the sentiment of their brand.
74% say they only usefree monitoring tools.
Free tools cannot provide in-depth insights such as sentiment.
It’s true. Premium tools cost money.
It’s true. Premium tools cost money.
You have to balance the cost against the value of the insights
received.
The purpose of measurement is not “to measure.”
The purpose of measurement is not “to measure.”
It’s to gain actionable insights that drive business performance.
A few last thoughts:
Key finding: the industry is low on the Social Assessment curve.
Good News: Most companies are in a very similar place.
A distinct competitive advantage comes from committing
to being social.
