Integrating Social Media for Resorts : SANY/PSAA Conference Presentation Followup

Hire a social marketing manager, but don't tie her hands. Embrace.

At the recent Ski Areas of New York (SANY) and Pennsylvania Ski Area Association (PSAA) Expo at the Sagamore on Lake George (wonderful) I had the opportunity to speak on the topic of Social Media, along with Mark Shipley of Wanderlust. We had a great conversation and in the process learned more about how resorts are integrating social media, and what opportunities still lay ahead.

In designing our presentation, we both agreed that everyone has had enough forced social cool-aid guzzling, and that we'd assume that our audience understood the value and didn't need to be sold. What they need now are examples of what is working to follow as well as guidance on how to get it done.  Mark tee'd up that discussion nicely with a case study on Queensland, Australia's campaign to attract applicants for "the best job in the world" (to be paid to experience Queensland and share it via social media). He followed that up with methods and tools for measuring performance.

The context of my conversation began with an understanding that social media doesn't sit on an island. You just can't talk about social without overlapping into other areas of marketing, as well as other areas of the business. While much is often discussed about the first point of integrated marketing, I wanted to emphasize the role social can play in supporting other departments in addition to marketing/pr : events, HR, operations, customer service. That said, I do believe that the trend is and will continue to be that resorts hire a social media ring-leader to create the content and guide a broader integrated program. 

The Integrated Online Marketing Landscape

 

I often use this chart to illustrate both where we were and where we are now, and the overlapping nature of the channels and methods today. You can't talk about SEO without talking about social media now. You can't talk about traffic building or engagement without social media. Feeds that push and pull content from one channel into the other, and the need for sensitivity to understand the unique audiences of each channel.

Someone Must Own it: Get a Halley

Once someone (like us) sets it all up, brands it, and connects all the feeds, you need someone to drive the program - and infuse it throughout your organization. This is a new breed of skillset that combines media production (both infront and behind the camera) with PR, marketing and customer service. Halley O'Brien at Mountain Creek is your poster girl:

Why? I said I wouldn't talk about why social is key, but if I must, I'll simply remind us that the mission of marketing is to go where the people are and influence them to take an action. The most effective form of marketing is World of Mouth marketing. Social media is an extremely effective channel for connecting with influencers. Our goal is to turn them into brand advocates and for them to market for us. 

SO. Slice your print budget (do you really think those brochure racks deliver skier visits?), pull that billboard, do what ever you need to... just get yourself a Halley. Trust me. (after she asks for a raise, I'm going to catch hell from Bill).

I'll show you what she can do though.. take their 5-Pak promotion. So your typical marketing manager might post a press release and even dumb it down for a short post on Facebook, etc. Maybe go so far as create a graphic and post it in the newspaper. Sooo 2000. Halley took that mission to get that message out and made a video that successfully communicates the message in a way that is very funny, ads personality to the brand, and is easy to share virally. 

Heard the Cats

With your social media manager in place, your resort then has the opportunity to leverage social to support other departments with their goals. Take customer service. If you check your Facebook wall or Twitter feed, you're likely to find CS questions. The public response to these questions is seen by all - whether the answer is news or not, its demonstrating modern customer service. Operations could broadcast and collect feedback about features or hazards on the mountain. Management can monitor the pulse of the resort and take in valuable feedback. There is no better feedback loop and all departments would benefit from listening.

Take Aways

1. Set goals and measure
2. Integrate across your marketing plan and throughout your resort
3. The easy part is setting it up. You must have people to drive it.
4. Engage with Influencers and turn them into Brand Advocates
5. Listen, Test, Adapt continuously
6. Fear not

MOST IMPORTANT...

You're a resort that your customer love. Every day is an experience that your customers want to share. They have smart phones capable of sharing both media in real-time to all their friends.

Damn good looking dude. Look at him rip.

Average user has 130 Facebook friends. If your Facebook page has 10,000 fans you have a reach of over 3 million through that one channel. 

Social Word of Mouth.... wise investment.

Download Presentation (PDF)