Page 67 - Early Winter 2014

TodAy’S ReSoRTS Need To SeT Up “LiSTeNiNg commented in the month of September. What made this social campaign rise TooLS” To MoNiToR WhAT iS BeiNg TALked above the other entries for me is that it ABoUT WiTh ReSpecT To TheiR ReSoRT continued throughout the season, with use of different dog photos and messaging ANd BRANd—ANd They Need To Be pRepARed that integrated opening day, weather con- To ReSpoNd To coNSUMeRS USiNg TWiTTeR ditions, and resort updates—all reaching 20,000 to 30,000 people each time. That ANd oTheR chANNeLS AS A ReAL-TiMe continuity, along with the use of the iden- coMMUNicATioN exchANge. tifying hashtag (#tbt) and the posting of photos of past service dogs, and the resort was off to the races. campaign can far exceed and extend the postings from your guests. Do this while As an example of social media’s influ- reach of a resort’s marketing plan. keeping true to your brand’s overall mar- ence on today’s mainstream media, These examples should serve as inspi- keting theme and you’ll discover consid- Alaska’s two mainstream media outlets ration for your resort to continually seek erable value and return on your social both contacted Alyeska to do TV news out creative ways to use social media media efforts. n segments on the rescue dogs. As a result of channels to further its brand and generate the segments, the resort was approached engagement. They are excellent reminders Mike Bisner is the eastern sales manager by national cable network Animal Planet, that it’s no longer just about you pushing for AXESS/North America, providers of which wanted to produce a reality show out your message—you need to listen to resort RFID ticketing and access control. on the Alyeska Patrol Avalanche Canine your customer’s feedback, measure their He has been a longtime judge of the NSAA Program. This is a perfect example of how engagement and responses, and create an Marketing Awards and is a frequent contrib- a well-conceived and executed social media exchange that fosters sharing and positive utor to the Journal. w w w. n s a a . o rg EARLY WINTER 2014 | NSAA Journal | 65 NSAA Early Winter 2014 prepressed v5b.indd 65 10/29/14 6:09 PM