Archive for year 2012
Blogging and the fairness challenge
Jan 16th
A dear friend was recently lamenting that her blog had become nothing but blah, blah, blah. There was no commentary, discussion, or meaningful debate. But ironically, she said that it was not her style to “take a stand” on any issue. She would rather go with the flow.
Obviously if you stay in the safety zone of “likability,” you’re never going to attract much conversation other than a polite “great post!” But think about this … on the social web, the only distinct value you can deliver is your opinion. And if you never offer an honest opinion, you’re not really creating much value. You are probably well-liked but invisible.
My story
When I was in my 20s, I had a revelation that helped me be a better man and a ultimately, a better blogger.
In a performance review, my boss made an interesting observation: it seemed like it was important — maybe too important — for me to be “liked.” At that time, I just assumed everybody had this same goal, but the more I thought about this, I realized that innovation, change, and progress can never occur if you are preoccupied with just being popular. I’m not saying anybody should be rude or disrespectful. I’m saying that there is tremendous value in learning how to take a stand in a kind and nurturing way.
A focus on being liked as being the end goal may get in the way of being respected. It’s easy to be liked. It’s difficult to become respected.
A new outlook
So I began to re-frame my perspective. It’s impossible (and exhausting) to try to be “liked” by everybody. But I do think it is realistic to have a goal of being seen as “fair.” Somebody who is fair can take a stand and attack issues without attacking people. Somebody who is fair can have the courage to take a strong stand and also exhibit humility and admit when they are wrong. Somebody who is fair is at peace because their beliefs are congruent with their words and actions. I think there is tremendous power in that … in life, and as a blogger.
Trading a goal of being “liked” for one of being “fair” will unleash your creativity and embolden your writing style. Having the courage to start a conversation instead of meekly repeating what you think people want to hear is liberating. And I think you might even be surprised when you voice an opinion and others chime in and say “Yes! Finally somebody is saying what needs to be said.”
Trading in “like” for “fair” will make your words MATTER. Isn’t that important to you?
Case study: A marketing strategy when you have nothing to sell
Jan 14th
The dismal outlook at Lake Tahoe
A guest post by {grow} community member Tiffany Brown
The Reno/Tahoe area is currently experiencing one of the driest winters on record — a mere 1.5 inches of snow thus far in the 2011-2012 skiing season. The typical November to April average is 170 inches of snow per month so this has been a crisis for the area’s 18 ski resorts. This presents the marketer’s nightmare scenario: Having no product to sell.
Skiing is central to the Reno-Tahoe economy. Last year, 7.6 million visitors enjoyed a near-record snowfall, contributing $700 million in direct visitor spending. This made me wonder … how have the ski resorts been handling this “marketing catastrophe?”
According to the Reno Gazette Journal, ski business over the holidays was down about 50 percent but resorts are remaining optimistic … despite the fact that competing ski resorts in other states are offering vulturous promotions like free skiing at their resorts with the purchase of a Tahoe area ski resort lift ticket.
Here is an examination of how the ski resorts are waging their battles in light of this marketing crisis.
Northstar Ski Resort, Truckee , CA and Heavenly Ski Resort, South Lake Tahoe, CA
On January 9, Bill Rock, COO of Northstar California and Pete Sonntag, the GM of Heavenly Mountain Resort, issued a joint statement to their season passholders entitled “The Power of Snowmaking” which was posted to their Facebook page. They write: “It’s no secret that natural snow has been hard to come by this year and we know that has been a disappointment for many of you.” By beginning with a disarming and honest statement, they lure readers in to hear more about the details of their snowmaking efforts and finish with a cheerful “see you on the slopes.”
The two resorts also produced a video together entitled “Letter to the Guests of Tahoe:”
With just 30 percent of Heavenly open, the resort is relying on discounted lift tickets to draw crowds. They have a lively Facebook and Twitter presence emhpasizing “no other mountain compares to the inspiring scenic beauty, varied terrain and rockin’ nightlife.”
Their Facebook page is currently running a “Heavenly Angels” contest, which serves as a nice distraction from the weather scenario and promises a free trip to Heavenly. The resort also hosts a blog complete with up-to-date articles, videos, photos and more to keep visitors current on all the latest happenings at Heavenly.
Squaw Valley Ski Resort, Olympic Valley, CA and Alpine Meadows, Tahoe City, CA
Andy Wirth, President and CEO of Squaw Valley addressed season passholders in the form of a newsletter to dispel any rumors and/or myths about the resort closing down. Throughout the newsletter, Wirth gives his honest perspective on the situation, as well as a thorough overview of weather pattern history and forecasts. He ends on an optimistic note, stating: “We anticipate, based on current forecasts, the high pressure ridge to the west will break down in mid to late January, which in turn will open up the corridor for significant snowstorms coming into Lake Tahoe.”
Mount Rose Ski Resort, Reno, NV
In addition to pushing deals and information about ski conditions via their web site, through email blasts, and social media, Mt. Rose is focusing on word of mouth, testimonials, photos, and videos. According to Kayla Anderson, PR/Web Manager at Mt. Rose Ski Tahoe, “All of the people who come here are impressed with our grooming, snowmaking, and general conditions, so we’re just really trying to get that word out.”
Similar to some of the other ski resort Facebook pages, Mt. Rose’s page is filled with information regarding current conditions, photos, videos, discount packages, and more. In lieu of snow, the resort is offering a few great deals include $10 lift tickets for teens and kids valid any day through January 20th. They post online daily specials here to entice people to come by and visit any day of the week.
The take-aways
When faced with a crisis, it’s important to remember the four Rs of “react, research, respond, and remorse.”
These resorts are standing tall in the face of a perilous situation. They are listening intently to what their customers are saying. They are keeping the lines of communication and open and creating an honest dialogue. And they are pushing though this crisis while remaining optimistic and hopeful.
What would your marketing reaction be if your company was in crisis? What advice would you give our resorts?
Tiffany Brown is a marketing professional in the commercial real estate industry who has worked for global corporations such as CBRE, Trammell Crow Company, and Warner Bros. Studios. She is an active board member for the Reno-Tahoe American Marketing Association. You can find her blog at http://tiffanyabrown.wordpress.com or on Twitter @tiffabrown
Getting iRate. A {growtoon}.
Jan 13th
Join the growtoonists each Friday for a humorous take on marketing, social media, and current business events.
Joey Strawn is a social media strategist that loves enjoying a good book and then drawing in it. Check him out on Twitter: @joey_strawn
Look out. Twitter is way cool again.
Jan 12th
Happy to welcome my daughter Lauren Schaefer back as a guest blogger on {grow} …
Hello readers! It has been too long and I’ve missed you! I’ve been a bit busy graduating from college, moving to New York City, starting my job as a professional event planner and writing my own blog that has nothing to do with social media. But now I’ve had some time to breathe, so time to write!
As I have immersed myself in this new “young-professional” role, I’ve been noticing some social media trends among my twenty-something peers that you might find surprising. What’s hot? What’s useful? What do we not give a crap about?
Here are some intelligent and good-looking opinions on the platforms that we loathe and love:
Twitter: Among young professionals, Twitter is becoming the holiest of holy. The exclusive and elite. The smart and creative. You can be witty, you can be hip, #YouCanComeUpWithHashtagsThatAreSoBrilliant. And best of all, grandma — who is all over Facebook — doesn’t know about it. Twitter is the world without the politics and drama of Facebook and it is the coolest of the cool right now.
LinkedIn: Every day I receive new notifications from my classmates. FINALLY. Hop on board friends. It’s been a realization for my group that not only is this a tool we need while looking for our jobs, it’s also necessary to keep movin’ on up.
Facebook: No, we’re not leaving Facebook. My generation will never really let go of Facebook. We’ve gone through too much together. Too many photos, too many exes to stalk, too much history together. But we have also trudged through all of the constant change Facebook has put us through and frankly, it’s exhausting.
Among my peers, there are two classes of people on Facebook — those on Twitter and those who aren’t. Those who are “Twitter-less” continue to post their lives, their trials, their tribulations on FB. But those of us on the 140 character machine, bitch openly on Twitter and “family-friendly filter” on Facebook. Twitter is the conversation. Facebook is just a place to archive photos post lame jokes. We can have Facebook open at work because we’ll never post anything incriminating there. Twitter is where the juicy stuff lives.
Google+ In a word, FAIL. Seriously. We don’t give a crap about our impact on SEO. I joined and built my “circles” and there have only been two updates ever … and one is from my mother saying, “great , something else I need to update. ”
Everything that is cool about Google+ can be found somewhere else and we’re already happy and comfortable with those other platforms.
Now, let’s talk about a hot social media site for the young professional crowd and you probably have never heard of it: OK Cupid.
Yep. A dating site.
But there is something very interesting going on here. Once I got past the initial “creepy” factor of realizing that I’m old enough to be on a dating site, I discovered an exciting new social networking model emerging here. It’s kind of like a combination of Facebook and Twitter for people you don’t know — people who are not currently your friends but who might become your friends, or in Cupid-terms, an “adventure buddy.”
Many of my friends are now spending more time on OK Cupid than Facebook. They are finding it fun to socialize, share restaurant recommendations, chat about music and books, etc. with new people who have similar interests.
Of course there are other social sites but I’m over my word limit and Dad is ringing the bell.
What do you think about these observations? Any surprises?
Lauren Schaefer is a recent college grad, new NYC resident, and nonprofit event planner with an interest in all things social media. She documents her new journey as a young professional at her blog From the Fifth Floor. Twitter: @leschaef
Welcome to {grow}
You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark SchaeferFollow Mark
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