44 Developments • November/December 2009

A Social Media Conversation8/18/09 by Christina Wells

When I was asked to write theDevelopments November/December feature,the assignment had me digging into whoin the industry is using or contemplatingusing social media platforms. Thefollowing discus sion includes weighingthe pros and cons of incorporatingthis media form into an organization’sbusiness model. My sources are PeterGiamalva, principal, Dartmoor Hill, LLC;Pamela Gould, president/senior vicepresident corporate relations, Island OneFoundation/Island One Resorts; ClarkB. Rowley, director of marketing/publicrelations/scottsdale, Camelback Resort;Chad Rutt, director of on-line marketing,LEISURELINK.COM; and AdamSchwartz, chief communications offi cer,Wyndham Vacation Ownership, Inc.

Okay experts, who’s in the game?

8/20/09 by Clark B. RowleyWe offer a booking engine on our

Web site as an alternative to customerscalling in. This step has increased bookingstremendously. The minute guests confi rm,they go right to our Web site to gatherinformation and check out photos. We’vejust gotten into Facebook, which is a wholenew area for us. We’ve created a fan pagefor Scottsdale Camelback Resort.

8/25/09 by Chad RuttWe have presence on staple social

media sites like Facebook, Twitter, Flickr,StumbleUpon, Digg, and others, to buildhigh-quality backlinks for search engine

optimization (SEO) for branding purposesand to generate bookings. We will expandto more major social media sites likeYouTube, Del.icio.us and more, as well asgetting exposure and interaction with ourcustomers on niche travel sites.

8/28/09 by Pamela GouldIn the past, we have had a successful

blog that has driven people to electronicnewsletters and Web sites. We are currentlyretooling that blog and will re-launch itas part of our social media plan. OurHuman Resources Solution Center Teamis using Linked-in and other networksites in recruiting for key positions in thecompany. We are currently reviewing theuse of Twitter, Facebook, and YouTube tocompliment existing owner communicationand marketing applications.

9/1/09 by Adam SchwartzWe are moving into the arena of social

media at a measured pace. Our fi rst stepis a deep-dive analysis which considers thepositives, and perhaps even more carefully,the negatives. Our biggest concern is that inthe world of social media, the consumer’sresponsiveness expectation is “immediate.”

8/18/09 by Christina WellsIt seems the approach is “proceed

with caution.” Would you share yourtake on the pros and cons of social mediaimplementation?

8/20/09 by Peter GiamalvaSocial media helps develop the bonds

of a relationship. Whether the relationshipis a common bond between owners or thedeveloper and owner, it is a critical part of

Social Media & Your Business:Just a Buzz or the Real Deal?

The fastest growing segmenton Facebook is 55-65 yearsold—nearly half of timeshareowners are age 55 or older.

the satisfaction criteria. Having a directlink or communication channel to discussissues defuses confl ict and allows for abetter balanced perspective on resolution.That said, there is a commitment factor. Abusiness must be willing to invest the timeand energy to respond to all inquiries in atimely manner. Without that commitment,you will have created a relationshipdisaster.

8/20/09 by Clark B. RowleySocial media operates in real time in

the real world. Your consumers are activelya part of your network, and the speed inwhich this takes place is tremendous. Weare carefully monitoring our efforts overthe next year. Social media can keep yourname in front of the consumer, but it needsto be tracked constantly.

8/25/09 by Chad RuttPros: SEO and branding. Cons:

Management of social media is laborintensive.

8/28/09 by Pamela GouldOur position is one of careful

implementation. Because this is an openforum, we are testing each venture beforefully utilizing it. We recognize the needto be ready to respond to the good andthe bad that will generate throughsocial media forums. Just aswe have a processfor reviewing

and responding to on-line resort reviews,so, too, we will need the infrastructurein place to manage social mediacommunications. This media will havehuge implications on the position of anycompany’s brand in the marketplace—thelikes of which have not been seen sincethe launch of television commercials.In addition to handling the free fl owingcommentary, it is important to have greatlinks to send the audience to that providesthem with information they want.

9/1/09 by Adam SchwartzSocial media can respond to the need

for communication between an owner anda company. Keep in mind that it has theability to radically change the expectationsof consumers who want their problemsolved right now. This is not always easywhen there is work required behind theline. For example, why can’t I go to MyrtleBeach in July? Stepping into this realmis an exercise that has to be done withprecision.

8/18 by Christina WellsLet’s speak to those in our business

who are seriously considering anentrance into social

media forums. In youropinion, what forms of

social media are best suitedfor the vacation ownership

industry?

8/20/09 by Peter GiamalvaFeedback forums, such as Trip

Advisor, and social networks, such asFacebook, are most relevant as they allowthe customer to interact at their discretion.

8/20/09 by Clark B. RowleyIt depends on your product. If you

have properties worldwide, possiblyTwitter. The key is having a substantialWeb site. Your opening page must incitecustomers and spur them to action.

8/25/09 by Chad RuttLarge scale social media sites are great

for any industry for SEO purposes. For abranding or sales impact, focus on nichetravel sites and travel blogs.

Social Media is, at its most basicsense, a shift in

how people discover, read, and share news andinformation and content. It’s a fusion of sociology

and technology, transforming monologue (one-to-many)into dialogue (many-to-many).

(Source: Brian Solis, Principal, FutureWorks PR)

Social Mediadescribes the on-line

tools that people

use to share content, profiles, opinions, insights,

experiences, perspectives, and media itself, thus

facilitating conversations and interaction online

between groups of people. These tools include

blogs, message boards, podcasts, micro blogs,

lifestreams, bookmarks, networks, communities,

wikis, and vlogs.

Examples of social media applications are

Wikipedia (reference); MySpace and Facebook

(social networking); Twitter and Jaikue (presence

apps); YouTube (video-sharing); Second

Life (virtual reality); Upcoming (Events);

Digg and Reddit (news aggregation); Flickr

and Zooomr (photo-sharing); Blogtv, Justin.

tv, and Ustream (livecasting); Stickham,

YourTrumanShow (episodic on-line video);

Izimi and Pownce (media-sharing); del.icio.

us (bookmarking); and World of Warcraft

(on-line gaming).

(Source: Brian Solis, Principal, FutureWorks PR)

November/December 2009 • Developments 47

9/1/09 by Adam SchwartzWe’ll use forums that focus on owner

experiences—photos, videos, etc. Ownerswant a place that is all present and a formthat allows them to participate.

8/18 by Christina WellsLet’s say I don’t know much about

social media. How can I become betterversed in it?

8/20/09 by Peter GiamalvaUse it! Most social media are

compelling since the feedback is usuallyquick and meaningful. The interactionbetween you and your customers willchange before your eyes.

8/20 by Clark B. RowleyPlay with it. Surf it. Take classes in it.

Roll up your sleeves and do it.

8/25/09 by Chad RuttPractice and stay up-to-date on social

media trends through on-line/digitalmarketing Web sites.

9/1/09 by Adam SchwartzLook at what other companies are

doing. Engage your employees that engagein it. Some of our newest employees aregiving us great information about this typeof media.

8/18 by Christina WellsLet’s wrap. Would you offer up your

best piece of advice pertaining to theuse of social media as an aspect of yourbusiness model?

8/20/09 by Peter GiamalvaBe committed. Setting up a

communication tool and then not keepingit updated and interesting will not immerseyour clients in a relationship. Indeed, it willlikely alienate them.

8/20/09 by Clark B. RowleyLook closely at your product and how

you want to sell it. Take baby steps. Ifyou don’t have the time to monitor yourplatforms, don’t do it.

8/25/09 by Chad RuttBe ready to dedicate the time, as social

media must be hit hard in order to be trulyeffective. A half-hearted attempt will onlywaste your time and potentially frustratethe customers you are engaging in variouson-line communities.

9/1/09 by Adam SchwartzKnow that it is here to stay but not

in its fi nal form. The conceptis still in its infancy, sothe needle keeps

moving. You not only have to catch up butforecast where it is going.

9/2/09 by Christina WellsBlog on. D

Christina Wells is a freelance writer who hasworked many years in the timeshare industry.Her e-mail is cwells40@aol.com.

Developments would like to run a more in-depthcase study of a company’s success in social mediain a future issue; please submit your ideas toKathryn at kmullan@arda.org for reviewand consideration.

Social Media: Here to StaySocial networks are exploding in popularity. Forty-three percent of the

on-line community now uses social networking sites—including Facebook,MySpace and LinkedIn—up from 27 percent a year ago.More than half of social networkers log on at least once a day, and

the majority log on several times a day. Interacting with family, friends, andcelebrities are among the main reasons people log on to sites like Twitter. Themajority of users log on at home, although a quarter of social networkers log

on at work, and 10 percent connect through their phone.Social networking spans all generations. Today, about 19 percent

of those age 55 and over visit these sites, up from just 6 percent a year ago.Women are more likely than men to use social networking sites (48 percent

versus 38 percent), but usage has increased dramatically among both groupsin just a year. (Source: The Consumer Internet Barometer)

Check out www.facebook.com/vacationbetter.org