Social media is a great way for ski resorts to engage with their customers. David La Plante from Twelve Horses, Eric Hoffman from Park City, Michelle Evans from Grouse Mountain and Milena Regos from Diamond Peak discuss why and how ski resorts can create conversation with their customers.

1. Social Media Engagement
for the Resort Industry
Michelle Evans - Grouse Mountain Resort
Eric Hoffman - Park City Mountain Resort
David LaPlante - Twelve Horses
Milena Regos - Diamond Peak Ski Resort

2. Social Media 101
Why use Social Media for your Resort?
“Research shows „consumer opinions posted online‟ are
trusted more than newspapers.” -Times Online April „09

3. Social Media 101
Communication Sites Collaboration Sites
• Blogs • Wikis
• Social Networks • Social Bookmarking
o Facebook o Delicious
o MySpace o StumbleUpon
o LinkedIn o Google Reader
o Ning (build your own) • Social News
• Micro-Blogs o Digg
o Twitter o Reddit

4. Social Media 101
Mulitmedia Sites Review and Opinion Sites
• Photo Sharing • Reviews
o Flickr o Tripadvisor
o Picassa o Yelp
• Video Sharing • Forums
o YouTube o Tripadvisor
o Vimeo o Yelp
o Viddler
• LifeStreaming
o YouStream
o Justin.tv

5. Social Media 101
"Two-thirds of the world‟s Internet population visit social
networking or blogging sites, accounting for almost 10% of all
internet time."
http://blog.nielsen.com/nielsenwire/
"In the U.S. alone, total minutes spent on social networking
sites has increased 83 percent year-over-year. In fact, total
minutes spent on Facebook increased nearly 700 percent year-
over-year, growing from 1.7 billion minutes in April 2008 to
13.9 billion in April 2009, making it the No. 1 social
networking site when ranked by total minutes for the month."
http://blog.nielsen.com/nielsenwire/online_mobile/

6. Social Media 101
Facebook alone has over 250 million users

7. Social Media 101
Global Snapshot of Bloggers
Source: Technorati - State of the Blogosphere 2008 Report

8. Social Media 101

9. Social Media 101
13 hours of video uploaded to YouTube every minute
100 million videos viewed per day on YouTube
13 million articles available on Wikipedia
3.6 billion photos archived on Flickr as of June 2009
1382% growth rate of twitter users from Jan to Feb 2009
3 million tweets per day
5 billion minutes spent on Facebook daily
1 billion pieces of content shared on Facebook each week
Source: Marta Kagen, What the F**K is Social Media: One Year Later

10. Social Media Strategy in 4 steps
1. Listen
2. Plan & Organize
3. Engage
4. Measure

14. Diggnation Episode #38 Mar 23, 2006
Ho! Welcome to Diggnation, episode
number 38, I'm Kevin Rose.
Yes! And we are here in Reno... And also Mount Rose. Because we are
Reno! Yeah baby! I'm gonna say: going snow-boarding tomorrow.
bigger turnout than San Francisco. Yes. Yes, Mount Rose Yes
Really? Anyone gonna join us snow-boarding,
Oh yeah Are you kidding me? skiing?
Yeah you're right Who's coming snow-boarding, skiing?
Look at this. Yeah? That's cool That's a lot of
They like to drink too. They like to people.
buy us shots! So We're not going to be there, at like
Oh Jeez. The worst thing we coulda 8am.
ever done was take Jaegermeister uh, Clearly.
shots on the show. Look at this: this We thought we might be, but there's
is death of our liver lined up. this.
Right. We should start off with one. I never had that intention. So...Yeah,
Should we start off with one? Alright. this is pretty...
Here we go. One oclock probably. Ah, Twelve-
thirty.

15. Create a conversation
. Remarkable things get
remarks!

17. #snowcial @skiheavenly

18. Left vs. Right
Strategic Thinkers Creative Thinkers
(product focused) (experience focused)
Analytical Intuitive
Logical Emotional
Linear Spatial
Numerical Visual
Verbal Physical
1/0 Grey
Internal External
Non-social Social

19. Social Media Strategy in 4 Steps
1. Listen 2. Plan & Organize
• Google Alerts • Know your brand
• Twitter Search • Learn the culture
• Review Sites • Determine objectives
• Inbound Links • Establish your KPI's
• Paid Tools e.g. Radian6 • Assign resources

20. Social Media Strategy in 4 Steps
3. Engage 4. Measure
• Develop trust
• Provide value • Review results - KPIs
• Get creative • Monitor web traffic
• Maintain brand integrity • Monitor inbound links
• Retweets & diggs
• Blog posts & comments
• Net Promoter Score
• Views, leads, etc.

21. Social Media Employee Engagement
1. It's not about technology. It's about the people.
2. Get buy in from your company.
3. Employee involvement Do's and Dont's.
4. Create a plan. Write your social media policy.

22. Getting Creative with Social Media
keep it FUN
Check out:
Evian break dancing babies
New Zealand Air TV spot
American Skiing Company Passholder Community

23. Social Media in a Crisis
Start a Crisis
Fuel a Crisis
It's effective at informing people in a crisis

24. Managing the Conversation
• Social Networking
• Bookmarking
• Microblogging
• Eventing
• Blogging
• Answering
• In-Boxes
• Video Sharing
• Photo Sharing
• Feeding

26. THANKS!
Michelle Evans - Grouse Mountain Resort
@seeking_balance
Eric Hoffman - Park City Mountain Resort
@eric_hoffman
David LaPlante - Twelve Horses
@davidlaplante
Milena Regos - Diamond Peak Ski Resort
@milenaregos
Find this presentation online at:
Slideshare.net/erichoffman