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

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

Sunday RiverSocial Media Universe

• Social Networks• Blogs • Microblogging • Multimedia Sharing• Branded Communities

Social Networks

• Facebooko 7,000 fanso Two-way communicationso Offers, promotions

Facebook Fridayo Voice and message is brand rather than personal

Blogs

Integrated into our sitesExamples• Snow Report • Golf Blog• 50th Blog• Snow Reporter• Terrain Parks

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...

Multimedia SharingMake it easy (for yourself as well as your customers) to share content across different platforms:

 Video

 Photos

 Social Bookmarking

Social Network Posting

Email

RSS

Video• YouTube

o Custom players integrated into resort web siteso Facilitates user embedding and sharing o Trackable for both marketing and PR

Photos

• Flickro Considering integration of photo galleries into primary siteso Back-end for Sugarloafsticker.com

Bookmarking & Sharing

• AddThiso Contextual feature for applicable content: events, special

offers, press releases, real estate, etco Trackable

Bookmarking & Sharing

Branded Communities

Started in the 90s Evolution:     Chat room >    Message board >    Community >    Social network

Offline growth

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

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

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...

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

 • Corporate web sites

o #1 Home page links

• Corporate web siteso #2 Contextual links on internal pages

• Email marketingo Social linkso Contento Share buttons

• Print Collateral & Direct Mailo Awareness: logos, url's, promotions

• Advertisingo Print, Broadcast, Online

 • Packaging

 • Environmental

o Signage, Awareness Programs

• Targeted Collateralo Trade Show Materials, Hand-Outs

 

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. 

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

SundayRiver.com

facebook.com/sundayriver

youtube.com/sundayriver

@sundayriver  @sundayriversnow

community.sundayriver.com