Ok, I did remember my Wedding Anniversary last week, which is far and away the most important anniversary in my life, but I completely missed the fact that my one year Anniversary on Twitter was almost a week earlier. When I finally realized the missing date and looked back at my first batch of Tweets it reminded me why I shouldn’t worry – there’s nothing there to remember! Lesson to take from this – be memorable and then perhaps you’ll have reason to celebrate. Read ’em and weep (well, I did at least):
In my San Francisco Inbound Marketing Takeaway post, I noted that I was putting together some thoughts on how to leverage inbound marketing in the resort industry. Finally, over a month later, here it is!
Inbound marketing is essential for any business because the ski business is seasonal and the participants so passionate the opportunities are tremendous.
The content element of inbound marketing is an aspect that ski resorts can easily leverage. Most are already taking lots of photos and videos, the next step is to publish them to social sharing sites like Flickr and YouTube. Even better, give customers a way to publish their own content to a common channel that can be displayed on a page on the resorts’ website. For example, the photo above was taken by a guest at Park City Mountain Resort and tagged so that I could find it and insert it here via Creative Commons license rights.
Another technique is to use blogging and micro-blogging platforms to convey current conditions with more personalized information than is possible using snow report pages, emails or texts. Through the use of hashtags (the # sign) resorts can even leverage reports from guests and aggregate them in a common stream. Resorts should be sure to use these techniques to interact/engage with their customers as well as to direct them to useful and relevant content. In addition email should be integrated with these efforts and with segmentation and triggers it can really continue to personalize communications with customers.
Lastly, resorts should be very strategic in how they do Search Engine Optimization (SEO) on their web content and make sure that the keywords and phrases that they’re optimizing for are directly in line with their overall business strategies. By this, I mean that rather than optimizing for general terms like “ski resort” a resort should optimize for more specific items, like “best beginner terrain park”. They should also tag appropriate photos with this and create a video showing off their park – of course a blog post and some tweets linking back to this content this should be done as well to fully leverage the inbound marketing potential of this content.
These are just a few quick examples for resorts and I plan on drilling down further on more specifics on using networks like Flickr, Twitter and YouTube. Are there any additional social networks out there that you think are just ripe for use by ski resorts?!
UPDATE: I’ve moved my blog and am no longer updating the list on this page. The current Ski Resorts on Twitter List can now be found on www.ericinparkcity.com I hope to see you there!
Here it is, a list of ski resorts that are ‘hanging out’ on Twitter! I’ll try to update it as more resorts create accounts and, if I’m missing any, please leave me a comment and I’ll add them. I also have a few destination marketing organizations included here, but I’m primarily interested in ski resorts for this list.
Ski Resorts on Twitter
@AZSnowbowl Arizona Snowbowl
@skialpine Alpine Meadows
@skihomewood Homewood Mountain Resort
@MammothMountain Mammoth Mountain
@skisugarbowl Sugar Bowl
@Sierra_at_Tahoe Sierra at Tahoe
@skilaketahoe Lake Tahoe Ski Resort CMO (Thanks @Jenn)
@tskifeed Lake Tahoe Ski Feed (thanks @Smash)
@bearmountain Bear Mountain
@arapahoe_basin Arapahoe Basin (updated 6/23/09, thanks @martin001)
@WinterPark Winter Park
@steamboatinfo Steamboat (snow report feed)
@aspensnowmass Aspen Snowmass (thanks @martin001)
@SilvertonMtn Silverton Mountain (1 update)
@ColoradoSkiUSA Colorado Ski Country
@beavercreekmtn Beaver Creek
@monarchmountain Monarch Mountain
@visitsunvalley Sun Valley CVB
@SkiIdaho Ski Idaho
@BOGUSBASIN Bogus Basin
@jhupdates Jackson Hole
@SilverMtnResort Silver Mountain Resort (thanks @martin001)
@SchweitzerID Schweitzer (thanks @martin001)
@skilookout Lookout Pass (thanks @mrtin001)
@sundayriver Sunday River
@sugarloafmaine Sugarloaf Mountain (thanks @Matt G)
@crystalmountain Crystal Mountain
@Welch_Village Welch Village
@bridgerbowl Bridger Bowl
@moonlightbasin Moonlight Basin (thanks @KcMX)
@loonmtn Loon Mountain
@skiwildcat Wildcat Mountain
@crotched Crotched Mountain
@bretton_woods Mount Washington Resort
@waterville Waterville Valley
@renotahoe Reno CVB (thanks Mike)
@diamondpeak Diamond Peak
@windhammountain (thanks @Kirt)
@mtbachelor Mt Bachelor
@timberlinelodge Timberline (thanks @chaserules)
@skior Ski Oregon
@pcski Park City Mountain Resort
@thecanyons The Canyons
@brightonresort @brightonparks Brighton (thanks @grant for @brightonparks)
@KillingtonMtn Killington Resort
@mtspokane Mt Spokane
@grousemountain Grouse Mountain
@redresort Red Mountain (thanks @martin001)
@WhistlerBlckcmb Whistler Blackcomb
@skifernie Fernie Alpine Resort
@Reality_in_Banf Banff/Lake Louise Tourism (thanks @Jenn)