Social Media Lake Tahoe – Who’s doing it best series
The March winner of the Who’s Doing it Best Series hand picked by Out&About Marketing goes to…………Heavenly Ski Resort for Facebook growth.
Currently, Heavenly Ski Resort has The Most Facebook Fans of any Ski Resort in the World.
As we all know, Facebook 845 million active monthly audience is incredibly important to marketers. Heavenly made a serious effort this season to increase their fan base and the numbers speak for themselves. In an interview with their advertising manager, Kelly Campbell, on the success of their Facebook page, she stated:
“This year Heavenly set out to establish itself as a leader in the social/digital space –namely by building the largest and most engaged Facebook fan base of any ski resort in the world. It was a big feat – this time last year they had just 12,000 fans – but through a series of promotions, engagement campaigns, targeted Facebook advertising and unique, authentic content, Heavenly curated the largest Facebook fan base of any ski resort on March 2 when they reached 114,000 fans.
A notable element to Heavenly’s Facebook success has been their ability to connect with and create fans among key international markets. Typically reached through third party efforts, like wholesalers, Heavenly saw a unique opportunity to dive into direct-to-customer engagement with international fans. Today, the Heavenly Facebook page has 45,700 fans (39% of all fans) from key international markets including Mexico, Australia, UK and Brazil. ”
Heavenly’s Facebook likes are up to 120,000 as of the writing of this post. Based on their public analytics their most popular age group is 13-17 years old and most popular city is Mexico City.
Likes are a good goal on Facebook but without engagement, it’s similar to the old email list buying tactic which didn’t take long to realize that is not very effective marketing. So what are better metrics for your Facebook marketing?
People talking about this. (PTAT)
Our friend Gregg Blanchard from SlopeFillers wrote a great piece about this metric. Using SlopeFiller’s website, we pulled some comparison data for Heavenly, Vail, Northstar and Squaw Valley (see below). As you can see Heavenly is doing really well compared to other ski resorts in the Vail brand but has ways to go in comparison to a local competitor, Squaw Valley.(Full disclosure: Squaw Valley is Out&About Marketing social media partner).
The difference may be partly due to the fact that normally the higher the number of likes your Facebook page has, the less your engagement score is going to be. A lesson for all marketers out there: Be careful with adding too many likes to your Facebook page that may not turn into engaged customers and ultimately loyal guests.
Heavenly seems to be doing really well engaging their Facebook fans. Congratulations to being able to add new fans and keeping the conversation going!