building community and driving local business with social media
DESCRIPTION
Using social media as part of your marketing strategy, including a case study from Grand Geneva Resort.TRANSCRIPT
Building Community and Driving Local Business with Social Media
Christine BeuchertMarcus Hotels & Resorts
April 8, 2010
SOCIAL MEDIA: HYPE OR A REAL MARKETING CHANNEL?
Love it or Hate it, social media is impacting your business
Facebook Surpasses Google
Forrester Predicts Huge Growth for Social Media Marketing
ARE YOU THERE, RETAIL OWNER? IT’S ME, YOUR CUSTOMER
Start with the basics; listen to your customer
SHOW YOU CARE, TALK TO YOUR CUSTOMERS
Customer service doesn’t end at your doorway.
SM MARKETING EVOLUTION
2009 SM Plan: Get on Facebook, Twitter and YouTube
2010 SM Plan: Develop a Strategy
“If you follow me on Twitter, I do not own your heart.
I may own your pocketbook momentarily. And I may own your
attention for five seconds, but that’s it”
-Malcolm Gladwell,writer and pop sociologist
Campaign:Grand Geneva Resort, Lake Geneva WI
Objective: Grow customer base and revenue for the Mountain Top Ski Hill
Promotion: Free ski hill access on opening weekend. Only FaceBookvisitors that became fans could download a printable voucher.
Social Media Plan Mapped
Pre-Event
During Event
Post Event
Holistic plan included traditional PR and online marketing
On-site tweets, pics, video posts
Post Event Analysis
Successful campaign by all measurements:
• 1,800 vouchers redeemed
• January ski hill revenue up 9% year-over-year
• Grand Geneva SM community grew 30x
• Online engagement and evangelism have skyrocketed
Anatomy of a Marketing Campaign
Your success requires attention to all three.
Determine Need/Desired
Outcome
Compelling value
message
Distribute effectively
GETTING DOWN TO TACTICS
Marketing Distribution on Social Media
Visibility
Customer Acquisition
Incent Desired Outcomes
Facebook Tactics
• Promote Events
• Promote FB page from your website, email, other media
• Couponing and contests that encourage participation and grow community
• To engage, share relevant links and stories from outside your brand
• Target your audience with Facebook Ads
Twitter Tactics
• Monitor and respond to customers
• Locate nearby or frequent customers, tie in with Foursquare and other location-based applications
• Supplement Facebook tactics
• Promote and link to other information
• Build a following based on your expertise or a specific topic
LOCATION-BASED SOCIAL MEDIA
Do you know the Mayor ? You should…
Foursquare tactics
•Offer a FourSquare deal
•Recognize your Mayor
•Promote FourSquarepresence
•Educate staff
•Tie in with Twitter
Parting thoughts
• Have a plan
• Discuss Social Media with your staff
• Make it fun and share the job
• Stay current with changes
Building Community and Driving Local Business with Social Media
Christine BeuchertDirector of Ecommerce and Performance Marketing at Marcus Hotels
linkedin.com/in/christinebeuchert
twitter.com/cbeuchert