building community and driving local business with social media
DESCRIPTION
Using social media tactics as part of a bigger marketing strategy, including a case study of a campaign for Grand Geneva Resort.TRANSCRIPT
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Building Community and Driving Local Business with Social Media
Christine BeuchertMarcus Hotels & Resorts
April 8, 2010
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SOCIAL MEDIA: HYPE OR A REAL MARKETING CHANNEL?
Love it or Hate it, social media is impacting your business
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Facebook Surpasses Google
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Forrester Predicts Huge Growth for Social Media Marketing
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ARE YOU THERE, RETAIL OWNER? IT’S ME, YOUR CUSTOMER
Start with the basics; listen to your customer
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SHOW YOU CARE, TALK TO YOUR CUSTOMERS
Customer service doesn’t end at your doorway.
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SM MARKETING EVOLUTION
2009 SM Plan: Get on Facebook, Twitter and YouTube
2010 SM Plan: Develop a Strategy
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“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
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Campaign:Grand Geneva Resort, Lake Geneva WI
Objective: Grow customer base and revenue for the Mountain Top Ski Hill
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Promotion: Free ski hill access on opening weekend. Only FaceBookvisitors that became fans could download a printable voucher.
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Social Media Plan Mapped
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Pre-Event
During Event
Post Event
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Holistic plan included traditional PR and online marketing
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On-site tweets, pics, video posts
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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
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Anatomy of a Marketing Campaign
Your success requires attention to all three.
Determine Need/Desired
Outcome
Compelling value
message
Distribute effectively
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GETTING DOWN TO TACTICS
Marketing Distribution on Social Media
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Visibility
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Customer Acquisition
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Incent Desired Outcomes
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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
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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
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LOCATION-BASED SOCIAL MEDIA
Do you know the Mayor ? You should…
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Foursquare tactics
•Offer a FourSquare deal
•Recognize your Mayor
•Promote FourSquarepresence
•Educate staff
•Tie in with Twitter
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Parting thoughts
• Have a plan
• Discuss Social Media with your staff
• Make it fun and share the job
• Stay current with changes
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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