Social Media Engagementfor the Resort Industry

Michelle Evans - Grouse Mountain ResortEric Hoffman - Park City Mountain Resort

David LaPlante - Twelve Horses Milena Regos - Diamond Peak Ski Resort

Social Media 101

Why use Social Media for your Resort?

“Research shows „consumer opinions posted online‟ are trusted more than newspapers.” -Times Online April „09

Social Media 101

Communication Sites

• Blogs• Social Networks

o Facebooko MySpaceo LinkedIno Ning (build your own)

• Micro-Blogso Twitter

Collaboration Sites

• Wikis• Social Bookmarking

o Deliciouso StumbleUpono Google Reader

• Social Newso Diggo Reddit

Social Media 101

Mulitmedia Sites

• Photo Sharingo Flickro Picassa

• Video Sharingo YouTubeo Vimeoo Viddler

• LifeStreamingo YouStreamo Justin.tv

Review and Opinion Sites

• Reviewso Tripadvisoro Yelp

• Forumso Tripadvisoro Yelp

Social Media 101

"Two-thirds of the world‟s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time."http://blog.nielsen.com/nielsenwire/

"In the U.S. alone, total minutes spent on social networking sites has increased 83 percent year-over-year. In fact, total minutes spent on Facebook increased nearly 700 percent year-over-year, growing from 1.7 billion minutes in April 2008 to 13.9 billion in April 2009, making it the No. 1 social networking site when ranked by total minutes for the month."http://blog.nielsen.com/nielsenwire/online_mobile/

Social Media 101

Facebook alone has over 250 million users

Social Media 101

Global Snapshot of Bloggers

Source: Technorati - State of the Blogosphere 2008 Report

Social Media 101

Social Media 101

13 hours of video uploaded to YouTube every minute100 million videos viewed per day on YouTube13 million articles available on Wikipedia3.6 billion photos archived on Flickr as of June 20091382% growth rate of twitter users from Jan to Feb 20093 million tweets per day5 billion minutes spent on Facebook daily1 billion pieces of content shared on Facebook each week

Source: Marta Kagen, What the F**K is Social Media: One Year Later

Social Media Strategy in 4 steps

1. Listen

2. Plan & Organize

3. Engage

4. Measure

Diggnation Episode #38 Mar 23, 2006Ho! Welcome to Diggnation, episode number 38, I'm Kevin Rose.Yes! And we are here in Reno...Reno! Yeah baby! I'm gonna say: bigger turnout than San Francisco.Really?Oh yeah Are you kidding me?Yeah you're rightLook at this.They like to drink too. They like to buy us shots!Oh Jeez. The worst thing we coulda ever done was take Jaegermeister shots on the show. Look at this: this is death of our liver lined up.Right. We should start off with one. Should we start off with one? Alright. Here we go.

And also Mount Rose. Because we are going snow-boarding tomorrow.Yes. Yes, Mount Rose YesAnyone gonna join us snow-boarding, skiing?Who's coming snow-boarding, skiing? Yeah? That's cool That's a lot of people.So We're not going to be there, at like 8am.uh, Clearly.We thought we might be, but there's this.I never had that intention. So...Yeah, this is pretty...One oclock probably. Ah, Twelve-thirty.

Create a conversation

. Remarkable things get remarks!

#snowcial @skiheavenly

Left vs. Right

Strategic Thinkers(product focused)

AnalyticalLogicalLinear

NumericalVerbal

1/0Internal

Non-social

Creative Thinkers(experience focused)IntuitiveEmotionalSpatialVisualPhysicalGreyExternalSocial

Social Media Strategy in 4 Steps

1. Listen• Google Alerts• Twitter Search• Review Sites• Inbound Links• Paid Tools e.g. Radian6

2. Plan & Organize• Know your brand• Learn the culture• Determine objectives• Establish your KPI's• Assign resources

Social Media Strategy in 4 Steps

3. Engage• Develop trust• Provide value • Get creative• Maintain brand integrity

4. Measure

• Review results - KPIs• Monitor web traffic• Monitor inbound links• Retweets & diggs• Blog posts & comments• Net Promoter Score • Views, leads, etc.

Social Media Employee Engagement

1. It's not about technology. It's about the people.

2. Get buy in from your company.

3. Employee involvement Do's and Dont's.

4. Create a plan. Write your social media policy.

Getting Creative with Social Media

keep it FUN

Check out:Evian break dancing babiesNew Zealand Air TV spot

American Skiing Company Passholder Community

Social Media in a Crisis

Start a CrisisFuel a CrisisIt's effective at informing people in a crisis

Managing the Conversation

• Social Networking• Bookmarking• Microblogging• Eventing• Blogging• Answering• In-Boxes• Video Sharing• Photo Sharing• Feeding

THANKS!

Michelle Evans - Grouse Mountain Resort @seeking_balance

Eric Hoffman - Park City Mountain Resort @eric_hoffman

David LaPlante - Twelve Horses@davidlaplante

Milena Regos - Diamond Peak Ski Resort @milenaregos

Find this presentation online at:Slideshare.net/erichoffman