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Work with your interactive manager or agency to look for
increased downloads and growth in monthly active users so
you verify that your efforts are paying off.
CUSTOMER SERVICE AS MARKETING SOCIAL CONTESTS & ENGAGEMENT
Remember all those social media mentions that were coming People love posting their photos and videos from their time on the
in after hours? Get used to them happening more throughout mountain, so use the power of your brand to elevate their content
the day now that people’s devices work! Make sure your mar- and reward them! Mammoth Mountain, Calif., did a fantastic job
keting and guest services staff are listening with one of the at this last season with their #MammothStories campaign, check it
many monitoring tools available (Hootsuite, for example) so out at http://stories.mammothmountain.com.
they can address guest concerns as they happen.
Not only does this give you excellent content to run
Use a social media analysis platform to figure out when around your resort on digital displays, on slow content days
your highest volume of inbound mentions and incidents is (or when your team is off) you’ve got plenty of user-generated
occurring and then staff appropriately. Customer service on material to share with your audiences.
social platforms is an expectation from Millennials, and when
done properly gains you loyalty and publically shows that you BLUETOOTH BEACONS
care and listen to your audience. Bluetooth beacons are relatively unknown technology for
most, but you’re going to be hearing a lot about them soon.
(FIG.2) Social media post density for Sierra-at-Tahoe brand They’re small wireless sensors (often called iBeacons) that can
mentions. Significant uptick in late day / early evening transmit data to your phone when in close proximity.
activity due to our guests being off-property where
mobile devices have coverage. Here’s an example of how they work: You’ve got the
Sierra-at-Tahoe app on your phone and you’re waiting to
50 check your children into their lesson for the day. Since we’ve
positioned a Bluetooth beacon near the check-in desk, you
37.5 receive a notification on your phone that welcomes you to
children’s ski school and to swipe the notification for more
25 information. The Sierra-at-Tahoe app opens, displaying all
the information you’ll need to know about what time the
12.5 lessons start and end, who the emergency contacts are, and
where to pick your children up at the end of their lesson.
0
9AM 11AM 1PM 3PM 5PM 7PM 9PM 11PM Think of it in this instance as micro location-based informa-
tion without the need for activating the GPS services on your phone
to know that you’re in a specific area. This touchpoint would never
have been possible without data for your guest’s devices.
PLANNING GUEST WIFI AND WORKING WITH CELLULAR PROVIDERS
WITHOUT LIGHTNING-FAST INTERNET IS A BIT LIKE PUTTING THE
CART BEFORE THE HORSE. THE FIRST STEP TO IS TO CONNECT THE
RESORT TO MODERN, ENTERPRISE GRADE, INTERNET PROVIDERS—
USUALLY FIBER OPTIC-BASED
48 | NSAA JOURNAL | FALL 2015
