Best of Ski Resort Marketing 2012/13 – Squaw Valley & Alpine Meadows
The Social Media ROI question as defined by Squaw Valley/Alpine Meadows
This blog post is a series of posts on the Best of Ski Resort Marketing from the 2012/13 season. To read the entire article, visit Ski Area Management website.
When companies are scratching their heads about the social media ROI question, Squaw Valley/Alpine Meadows jumped on monetizing their Facebook fan base by offering their loyal fans an exclusive Facebook offer. The offer was for a $25 gift card with a purchase of a season pass made available over 3 day period.
The offer reached 18+ million people on Facebook and over 2,600 gift certificates were claimed. In addition to gaining 2,535 new fans, Squaw Valley/Alpine Meadows were able to get 337% return on investment on their marketing dollars. Most of the purchases came from new season passholders. Now, that’s one way to quantify your social media ROI.
(Full Disclosure: Squaw Valley/Alpine Meadows are a client of Out&About Marketing.)
So stop asking yourself what the value of social media is and start monetizing your Facebook page.