Comments on: Diamond Peak Facebook Contest a Huge Success

By: Lutricia

Lutricia — Tue, 09 Mar 2010 17:18:30 +0000

Thank you Tobias, for your questions and Melina for your response. That’s very helpful for me to continue making the case for Social Media here at Ski Roundtop!

By: Milena Regos

Milena Regos — Thu, 01 Oct 2009 05:02:48 +0000

Hi Tobias,
Thank you for your comments and thoughts. Let me try to answer your questions. People talk about your brand. They use social media to discuss their experience – good or bad. Social media is just that – Social.Media. The conversation about Diamond Peak is already happening. By being involved in social media we can try to control the conversation and show that we are actively engaging with our customers. Obviously, our Facebook fans are our most loyal customers. Some of them are probably current or past employees. They are very familiar with the mountain. It’s a great way for us to keep our most loyal customers engaged and let them know what’s happening at Diamond Peak. A Facebook fan has an average of 250 people. Multiply this number by the number of fans on Diamond Peak (about 700) and potentially you can reach 175,000 people – all for free. Social media is about having a conversation with your customers – it’s a two way dialogue. You can use it to bounce ideas off, increase your brand awareness, customer service, test a new product, etc. There is a big cost associated with doing these things with traditional media. We are in the process of building a platform – our community. Let’s say we produce and purchase a TV ad. It’s a great ad, people love it, they come to ski, season is over. Done. No one remembers it next season. With social media, once you have your online community, you have created your tribe and they will follow you – like you said for life, if you play nice. Even with traditional media you try to reach your target audience – you try to get people to believe you and buy your product. It’s not much different with social media. And yes, the power of word of mouth by your most loyal customers can be huge now thanks to social media. Diamond Peak is very loved by many people and we get excellent reviews and write ups. We are fortunate to be in this situation. We love being a part of the community. How do you put a value on a Facebook fan? How do you put a value on your relationship with your wife? You can’t always measure everything in hard numbers. Enough with the eyeballs, CPMs, and impressions. How about some honest marketing and great word of mouth that will sustain a business in hard economy?? Let me know if this answered your questions. Thanks for the discussion!

By: Tobias Plumley

Tobias Plumley — Thu, 01 Oct 2009 04:22:02 +0000

Nice work I like the plan. However I have some questions mainly due to my lack of experience with analyzing social media impacts.

My point of view of social media is it is more targeted to your “extreme” consumers. i.e. people that really love your product or people that really hate your product. Obviously you want more people to love your product than hate but both are target audiences that marketing dollars are least effective. Trying to convince someone who hates your product to buy it is not worth your time/dollars and someone who loves your product does not need much convincing to buy your product and hence not worth your a lot of your time/dollars (Obviously you don’t want to neglect them however).

So I feel that social media is a great medium to increase your “net promoter score” (i.e. more positive feedback than negative) for your brand/product. So my question is how do you use traditional marketing methods to influence the consumers with no real emotion, positive or negative, for your brand to engage in social media? Or do you? Do you let your extreme loyalists recruit for you? Do you make your social media engaging enough that people experience the social media before they actually experience your product? And on a side note how do you put a value to a Facebook fan? Life time value of a customer is a hard enough calculation that I wonder if it’s worth analyzing the value of a FB fan?

Anyway just some thoughts.

Tobias

By: Milena Regos

Milena Regos — Tue, 29 Sep 2009 18:55:08 +0000

Thank you!

By: Milena Regos

Milena Regos — Tue, 29 Sep 2009 18:54:51 +0000

Thank you very much!

By: Milena Regos

Milena Regos — Tue, 29 Sep 2009 18:54:39 +0000

Thank you very much! We have some exciting things planned in the future!

By: Pettit Gilwee

Pettit Gilwee — Tue, 29 Sep 2009 04:21:10 +0000

Fantastic job! Love getting those posts on FB.

By: Abbi Whitaker

Abbi Whitaker — Mon, 28 Sep 2009 22:22:15 +0000

Nice work.

By: Margie Reynolds

Margie Reynolds — Mon, 28 Sep 2009 14:55:18 +0000

Nice work and great reporting on your efforts!