Sunday River Sugarloaf Social Media
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Transcript of Sunday River Sugarloaf Social Media
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Darcy Liberty is a Maine native who returned home to become the Director of Communications for Sunday River after earning a masters degree and managing public relations for Winter Park Resort in Colorado but finding the winters not cold enough.
@DarcyLiberty
Nick Lambert aspires to lead the carefree life of a ski bum but is frequently derailed by his duties as Brand Manager for Sunday River and Sugarloaf, overseeing marketing communications and web development.
@nick_lambert
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Social Media Objectives
In 140 characters: Build brand awareness, loyalty and sense of community by engaging and communicating with our customers and key influencers. Create a source of word-of-mouth advertisingParticipate in online discussions
Build a combination of marketing, public relations and customer service
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Sunday RiverSocial Media Universe
• Social Networks• Blogs • Microblogging • Multimedia Sharing• Branded Communities
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Social Networks
• Facebooko 7,000 fanso Two-way communicationso Offers, promotions
Facebook Fridayo Voice and message is brand rather than personal
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Blogs
Integrated into our sitesExamples• Snow Report • Golf Blog• 50th Blog• Snow Reporter• Terrain Parks
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Microblogging
• Twittero Heavy public interest through current media and pop
culture buzz.o Combination of one- and two-way communicationo Key customer service point. o Multiple accounts for different objectives
@sundayriver and @sundayriversnowo Utilize lists to connect with media, fans and
competition. It's about who you want to know, not necessarily who you already know...
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Multimedia SharingMake it easy (for yourself as well as your customers) to share content across different platforms:
Video
Photos
Social Bookmarking
Social Network Posting
RSS
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Video• YouTube
o Custom players integrated into resort web siteso Facilitates user embedding and sharing o Trackable for both marketing and PR
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Photos
• Flickro Considering integration of photo galleries into primary siteso Back-end for Sugarloafsticker.com
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Bookmarking & Sharing
• AddThiso Contextual feature for applicable content: events, special
offers, press releases, real estate, etco Trackable
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Bookmarking & Sharing
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Branded Communities
Started in the 90s Evolution: Chat room > Message board > Community > Social network
Offline growth
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Community Objectives & Benefits
• Build a sense community among loyalists - on and offline• Serve as a communication point with our customers
o Marketing communicationso Market research
• Creates a place for our fans to connect and share - deepening involvement with our resort and our brand
• Connect with and support our brand evangelists• Participate in the conversation• Sticky web content – encourage repeat visitation
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Why Our Community Has Succeed
• We have a fun, sexy product • We have a strong brand that our guests want to connect
with • Company participation• Guest input• We talk to them, not at them
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Community Challenges
• Expectations of real-time communications• Forum moderation and time commitment• Balancing personal voice with brand voice• Developing interesting topics day-in and day-out• When it snow, life is good. When it rains, it pours...
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Social Media Promotion & Integration
Social media can and should be integrated into other online initiatives and traditional marketing channels • If it's worth doing, it's worth promoting
Leverage your fans • Facilitate content posting and sharing• Create share-worthy content
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• Corporate web sites
o #1 Home page links
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• Corporate web siteso #2 Contextual links on internal pages
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• Email marketingo Social linkso Contento Share buttons
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• Print Collateral & Direct Mailo Awareness: logos, url's, promotions
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• Advertisingo Print, Broadcast, Online
• Packaging
• Environmental
o Signage, Awareness Programs
• Targeted Collateralo Trade Show Materials, Hand-Outs
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Voice / Communication
Why pay attention to social media - because it is happening with or without your participation. In addition to spreading good news, it is also spreads bad news incredibly fast. • It can start a crisis • It can help monitor a crisis • It can fuel a crisis • It is effective at informing people in a crisis
It's important to have a strategy and keep your strategy consistent to your brand to add to the good and limit the bad.
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Content & Messaging Guidelines
• Seek to add or create value. Do not rely on promotion alone.
• Provide “inside” information• Be creative and humorous • Remain true to the voice of your brand• Encourage two-way conversation• Tailor the message and delivery to fit the platform• Supplement your primary web sites, do not replace• Repurpose content whenever possible• Allow constructive, non-personal critiques and criticism• Develop and use messaging calendars
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SundayRiver.com
facebook.com/sundayriver
youtube.com/sundayriver
@sundayriver @sundayriversnow
community.sundayriver.com