social media: a presentation for public relation professionals in the ski resort industry (although...
DESCRIPTION
This is a presentation that Woodhouse co-created with Jay Peak Resort. The purpose of the presentation is to provide an overview of how social media is changing the PR discipline and to outline practical steps to modify the PR approach. It was developed specifically for the Ski Resort Industry, but it could be for any industry. Note: Some of the upfront slides that describe the size and opportunity where inspired (and maybe copied a little) from the "What the F**K is Social Media, one year later" presentation from Marta Kagan. The idea to use retro science fiction was inspired (or maybe copied a little) by the Olivier Blanchard "Basics Of Social Media ROI" presentation.TRANSCRIPT
Social MediaA presentation for Public Relation
professionals in the Ski Resort industry
(although it could be for any industry)
What is Social Media and why does it matter?
Simply put, Social Media is people having conversation online.
Increasingly, it is also brands and people having conversations online.
3 out of 4 Americans use Social Media Technologies.**Forrester – the Growth of Social Media Technologies 2008
“If Facebook were a country, it would be the 4th most populated in the world, just behind the US” http://www.facebook.com/press/info.php?statistics
The words “ski resort” is googled 1.5 million times per month.
Over 500,000 people have taken the time to list skiing in their Facebook profilefacebook.com
Hugh Macleod
The word “Skiing” has been mentioned in blogs over 83,000 times.Technocrati.com
The word “ski” is tweeted every 22 seconds…
…“golf” every 5 secondswww,socialmention.com
“Technology has shifted the power away from the editors, the publishers, the media elite. Now it’s the people in control.”.” Rubert Murdoch
Uh-Oh.Traditional media is feeling the pain
Change Media Relations to Community Relations
Community Manager
What do I do now?
Listen to what people are saying about your resort.
Stop talking at people and talk with them. Converse, ask questions, discuss passions.
Do things worth talking about.
Instead of just saying stuff, make stuff.
Be open, honest and transparent.
Give without the expectation of getting something back in return.
Sounds fuzzy and soft. How will this best position my resort and sell tickets and hotel rooms?
Eyeballs + Leadership + Trust = Massive Customer Advocacy.
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Source: 2009 Edelman Global Trust Barometer Study
Don’t Trust Trust
Skiiers
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Skiers who are customer advocates of resort X
Skiers
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Skiers who are customer advocates of resort X
Skiers
euals many, many customer advocates
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Skiers who are customer advocates of resort X
Skiers
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Skiers who are customeradvocates of resort X
Eyeballs + Leadership + Trust = Massive Customer Advocacy
Community Manager
Makes sense to me, but I need tactics, not just his pie in the sky stuff.
Spend a little budget on a listening tool.
Create a press blog and use the social media press release format.
SMPR format courtesy of Shift Communications
Reach out to influential bloggers.
But do it right.
Start Conversing, Stop Talking
Get your local celebrity to talk about you.
Hi Fans,I’m no longer on the US SKI Team but it’s given me more time to ski at Killington. Come follow me @bumper and I’ll give you a look at Killington through my goggles.
Blog, a lot
Create your own community and ask for advice. Act upon the good ideas.
Keep you ears open for negative sentiment and act upon it quickly
This presentation was co-developed by Greg Wood of Woodhouse, a full service social media agency and Steve Wright of Jay Peak Resort, a ski resort that
understands the value of listening and conversing.