Posts tagged youtube
Nike probably has the marketing budget of every ski resort in the US put together, but if resorts could all pool their resources and create campaigns like what Nike does…watch out, because if you haven’t taken a look at Nike’s recent football (ok, soccer) campaign videos on YouTube, you should, check out the preview video below and for the really good stuff visit their My Time is Now interactive piece – it’s pretty amazing how much interactivity is in it, with player stats, slow-mo, shopping and there’s even an embedded Sonic the Hedgehog “tunnel”, certainly ideas galore in this piece. And oh, the video below just has only 14.3 million views – no stats I could find for the interactive version).
I had a conversation with a friend recently which reminded be about some advice that a pro photographer gave me years ago as we were considering transitioning to digital. “Reformat your memory cards often.” I don’t know that this is as essential as it might have once been, but I do know that I’ve heard more stories about lost photos and video as we all are using our digital cameras and phones for our only devices and it’s certainly a potential horror show situation if you lose a slew of photography or video for business or personal reasons, so here are a couple of key things to think about:
- Reformat digital media cards often to start with a clean slate – do this after you’ve transferred your media of course!
- Backup, backup, backup. A friend just mentioned that her phone wiped itself and she only lost 2 photos due to having backed up recently.
- On the backup note, I backup using Time Machine, but I also automatically push all of my photos to Flickr and videos to YouTube – using the private setting until reviewed – for safe keeping.
- Don’t transfer images or video when the camera’s battery is low and don’t remove a card until the operation you’re performing is finished.
- If you have any other tips or suggestions – please leave them in the comments below!
Wow. I’ve been so busy with the start of the ski season that I’ve neglected the Resort Marketing Blog long enough that the Travelers commercial folks were able to edit and post up the ad that they filmed partly in our backyard just 3 weeks ago…very cool (and yes, I will be back blogging on resort marketing topics soon):
(updated on April 19, 2012 due to Travelers making their update ‘private’)
If you’re wondering, the song is What I Want for Christmas by Orba Squara
There aren’t many spare moments these days and so it was with a lot of jumping in and out that I watched the unveiling of Google+ pages. It seemed to roll in fits and starts because the Create a Page feature wasn’t quite ready when Google started promoting it. This led to many of us wondering what the story was and as the issue wasn’t clearly lined out, I even questioned why expectations weren’t clearly set as it seems that the delay was due to the sheer volume of data centers and servers that needed to get updates pushed out to them. Now, everyone has access and it seems like many brands are starting the process of figuring out exactly what Google+ pages will do for them.
Having spent a few month on Google+, it definitely seems to me that the stream, integration with other Google products like YouTube, Picassa and obviously search that Google+ pages have a lot of potential. As with any channel, it will definitely be up to the end-user/brand to effectively and creatively use the tool. But I think that there are lots of creative directions that one can go, and the nice part is, it’s not a land rush as Google is not giving away although we should all be paying attention to Direct Connect and ensuring that your brand name is ready as it becomes more “readily available”. To learn more, check out the video below:
This is another case study based upon a test I did this past weekend.
I took my wife to see Ben Folds with the Utah Symphony. No, that’s not the test, but it was a really good date night. During the concert, I took a couple of videos with my phone and posted them to YouTube. I didn’t tweet that I’d posted them or link them to my Facebook, I merely posted the videos to my YouTube account with descriptions, titles, tags and geo-tags and now within a week the stats are:
|Video||Views||Comments||Top Link followed to Video||Top Link Percent of Total Views|
|Picture Window||59||7||YouTube Search||70.7%|
|Not the Same||98||0||YouTube Search||61.9%|
The numbers are not “viral”, but still pretty impressive for a couple of clips that were never promoted whatsoever.
Key takeaway, tag and title your YouTube videos according to what your customers are likely to be searching for. And, for your enjoyment here’s one of the clips I shot last weekend:
I found this video via an ‘industry forum’, but it’s a publicly available clip on YouTube that already has over 10,000 views. My question is, do you think this is a video that an employee (I’m assuming that’s who shot it) should share via a public channel? I’m wondering what thoughts are from those of us in the ski industry as well as those of you that perhaps just love to ski and ride. Let me know your thoughts in the comments.
IMPORTANT: There’s some ‘colorful’ language in this clip so it’s NSFW, mainly if you’re at the office with speakers turned on!
My Ski Resorts on Twitter post has been up for a bit over a year now and it’s become apparent to me that the list is already falling behind the times (even with regular updates). It’s not just Twitter now, but Facebook, YouTube, blogs and any number of other networks that resorts are using to engage with their customers online.
So, I decided to bite the bullet and I’ve put together a much more robust document, “Ski Resort Online – A Fairly Definitive List” to track as many of the different points of online presence for ski resorts as I could. I created it in Google Docs (let me know if you want to help edit) and here’s what I’ve come up with so far:
To view this document in full, visit Ski Resorts Online – A Fairly Definitive List. And, if you see any resorts or accounts that I’ve missed, please let me know in the comments below – this is definitely a work in progress!
I’ve been noticing lately how many ski resorts now have a Twitter account and perhaps a Facebook fan page, but most aren’t leveraging many of the other great social networks that are there just waiting to be used. To that end, I’m going to start a series that I’m calling “Social Networks for Ski Resorts”, posting my thoughts on some of the myriad of other social networks that are just begging to be used. I’ll start with a social network that I think all ski resorts should be using – YouTube.
YouTube’s reach is tremendous, it’s the 2nd most popular search engine in the world, after it’s big brother Google. But even more importantly, it’s possibly the best way to show off a ski resort’s most valuable asset: people having a great time skiing and riding.
What to do? Create a YouTube channel, customize the look to fit your resort and start uploading. The content a ski resort might shoot for video on YouTube can range from the obvious, snow conditions, to ski school tips, to customer testimonials to just about anything that’s fun, topical and related in some way to the resort. A secondary YouTube option that I think is important is to try to find content shot at your resort that’s already on YouTube and favorite it so it shows on your channel – there’s nothing people like more than being acknowledged.
To wrap up, I’m going to list a few ski resorts that are doing a good job of using the reviewed network, so here we go:
- Alpine Meadows – Nice consistent use of graphics at beginning and end of each clip, upbeat, fun and regular postings.
- Vail Resorts – I’m not sold on having the corporate entity upload all of their videos and then use separate playlists for each individual resort, but the quality of the videos is so good and consistent that I wanted to include them.
- Mt Bachelor – Disclosure: this is a sister resort of where I work, but I love how they use their YouTube channel to communicate “inside information” in a way that is fun, interesting and helpful to both the resort and their customers. Check out their most popular video, “Storm Recovery…” and you can see that it’s long, at over 7 minutes, but has tons of views at nearly 12,000.
If you have other ski resort YouTube channels that you like, please list them in the comments. And, stay tuned for more social networks for ski resorts.
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?!