Comments on: Jay Peak: A Case Study in Social Media Marketing for Ski Resorts http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/ It's what going on in the mountains. Sat, 06 Mar 2010 10:50:41 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: RedLedger http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-565 RedLedger Tue, 10 Nov 2009 22:43:09 +0000 http://www.owstudios.com/oteam/?p=1702#comment-565 Love this. Promote a good, creative book AND offer those who partake a free gift. Excellent approach. These are the kind of customers you want on your slopes. Love this. Promote a good, creative book AND offer those who partake a free gift. Excellent approach. These are the kind of customers you want on your slopes.

]]> By: Christopher Smith http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-473 Christopher Smith Fri, 18 Sep 2009 11:43:03 +0000 http://www.owstudios.com/oteam/?p=1702#comment-473 I am a partner at the agency that helped design/build Jay Peak's social media platform and strategy, and I have a couple of thoughts. To develop a meaningful, engaging social media program, you need a methodology. You need to know why you’re active in social media, for whom you are active, and how success will be measured/identified. Jay Peak is (primarily) a ski resort. "Cross promoting" a book about how to use social media to build your business at weblog.jaypeakresort.com is not an approach that we would encourage, nor endorse. Why? Because like-minded individuals cluster, and our social media strategy for Jay did not include the idea of turning it into another soapbox for a discussion about the pros/cons of social media, non-traditional marketing etc. Again, Jay Peak is (primarily) a ski resort. For "Whom" do you think they should be active? And "Why?" Apply those questions to your case study, and I'm pretty sure you will arrive at a much different conclusion. Thanks. I am a partner at the agency that helped design/build Jay Peak’s social media platform and strategy, and I have a couple of thoughts. To develop a meaningful, engaging social media program, you need a methodology. You need to know why you’re active in social media, for whom you are active, and how success will be measured/identified.

Jay Peak is (primarily) a ski resort. “Cross promoting” a book about how to use social media to build your business at weblog.jaypeakresort.com is not an approach that we would encourage, nor endorse. Why? Because like-minded individuals cluster, and our social media strategy for Jay did not include the idea of turning it into another soapbox for a discussion about the pros/cons of social media, non-traditional marketing etc. Again, Jay Peak is (primarily) a ski resort. For “Whom” do you think they should be active? And “Why?”

Apply those questions to your case study, and I’m pretty sure you will arrive at a much different conclusion.

Thanks.

]]> By: Christopher Smith http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-480 Christopher Smith Fri, 18 Sep 2009 11:43:03 +0000 http://www.owstudios.com/oteam/?p=1702#comment-480 I am a partner at the agency that helped design/build Jay Peak's social media platform and strategy, and I have a couple of thoughts. To develop a meaningful, engaging social media program, you need a methodology. You need to know why you’re active in social media, for whom you are active, and how success will be measured/identified. Jay Peak is (primarily) a ski resort. "Cross promoting" a book about how to use social media to build your business at weblog.jaypeakresort.com is not an approach that we would encourage, nor endorse. Why? Because like-minded individuals cluster, and our social media strategy for Jay did not include the idea of turning it into another soapbox for a discussion about the pros/cons of social media, non-traditional marketing etc. Again, Jay Peak is (primarily) a ski resort. For "Whom" do you think they should be active? And "Why?" Apply those questions to your case study, and I'm pretty sure you will arrive at a much different conclusion. Thanks. I am a partner at the agency that helped design/build Jay Peak’s social media platform and strategy, and I have a couple of thoughts. To develop a meaningful, engaging social media program, you need a methodology. You need to know why you’re active in social media, for whom you are active, and how success will be measured/identified.

Jay Peak is (primarily) a ski resort. “Cross promoting” a book about how to use social media to build your business at weblog.jaypeakresort.com is not an approach that we would encourage, nor endorse. Why? Because like-minded individuals cluster, and our social media strategy for Jay did not include the idea of turning it into another soapbox for a discussion about the pros/cons of social media, non-traditional marketing etc. Again, Jay Peak is (primarily) a ski resort. For “Whom” do you think they should be active? And “Why?”

Apply those questions to your case study, and I’m pretty sure you will arrive at a much different conclusion.

Thanks.

]]> By: Mike http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-469 Mike Mon, 14 Sep 2009 15:09:11 +0000 http://www.owstudios.com/oteam/?p=1702#comment-469 Hi Rich, I responded to your questions over on your blog but I will address them here as well: http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html#comment-6a00e5538e53f988340120a56c9827970b Origin is the Canadian agency for Jay Peak. We run a print campaign for them in Quebec. We are not nor have we ever been involved in their social media campaign. As the copywriter I made the mistake of not posting this because I work in the Whistler office and, being removed from the Jay Peak/Montreal connection, I mistakenly missed out on the opportunity to disclose this, a mistake pointed out by my CD somewhere around the same time Rich was writing his blog post. It was not intended to fool anyone or to cause "an inside ping-pong game, aimed at misleading people." I merely forgot and then was reminded simultaneously by two emails - one from my creative director and one from your blog post. It was a honest mistake and I have no problem admitting I missed out on that opportunity to keep things transparent. Hope this clears it up. Thanks. Hi Rich, I responded to your questions over on your blog but I will address them here as well:

http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html#comment-6a00e5538e53f988340120a56c9827970b

Origin is the Canadian agency for Jay Peak. We run a print campaign for them in Quebec. We are not nor have we ever been involved in their social media campaign. As the copywriter I made the mistake of not posting this because I work in the Whistler office and, being removed from the Jay Peak/Montreal connection, I mistakenly missed out on the opportunity to disclose this, a mistake pointed out by my CD somewhere around the same time Rich was writing his blog post. It was not intended to fool anyone or to cause “an inside ping-pong game, aimed at misleading people.” I merely forgot and then was reminded simultaneously by two emails – one from my creative director and one from your blog post. It was a honest mistake and I have no problem admitting I missed out on that opportunity to keep things transparent. Hope this clears it up. Thanks.

]]> By: Mike http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-476 Mike Mon, 14 Sep 2009 15:09:11 +0000 http://www.owstudios.com/oteam/?p=1702#comment-476 Hi Rich, I responded to your questions over on your blog but I will address them here as well: http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html#comment-6a00e5538e53f988340120a56c9827970b Origin is the Canadian agency for Jay Peak. We run a print campaign for them in Quebec. We are not nor have we ever been involved in their social media campaign. As the copywriter I made the mistake of not posting this because I work in the Whistler office and, being removed from the Jay Peak/Montreal connection, I mistakenly missed out on the opportunity to disclose this, a mistake pointed out by my CD somewhere around the same time Rich was writing his blog post. It was not intended to fool anyone or to cause "an inside ping-pong game, aimed at misleading people." I merely forgot and then was reminded simultaneously by two emails - one from my creative director and one from your blog post. It was a honest mistake and I have no problem admitting I missed out on that opportunity to keep things transparent. Hope this clears it up. Thanks. Hi Rich, I responded to your questions over on your blog but I will address them here as well:

http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html#comment-6a00e5538e53f988340120a56c9827970b

Origin is the Canadian agency for Jay Peak. We run a print campaign for them in Quebec. We are not nor have we ever been involved in their social media campaign. As the copywriter I made the mistake of not posting this because I work in the Whistler office and, being removed from the Jay Peak/Montreal connection, I mistakenly missed out on the opportunity to disclose this, a mistake pointed out by my CD somewhere around the same time Rich was writing his blog post. It was not intended to fool anyone or to cause “an inside ping-pong game, aimed at misleading people.” I merely forgot and then was reminded simultaneously by two emails – one from my creative director and one from your blog post. It was a honest mistake and I have no problem admitting I missed out on that opportunity to keep things transparent. Hope this clears it up. Thanks.

]]> By: rich nadworny http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-475 rich nadworny Mon, 14 Sep 2009 11:52:05 +0000 http://www.owstudios.com/oteam/?p=1702#comment-475 Origin, isn't Jay Peak your client? Are you part of the social media campaign? Even if you tweet this as Origin Whistler, it doesn't look like you're being open about your relationship with Jay Peak here. Steve Wright is doing too good of job at Jay not to understand that trying to hide true relationships in social media is a risky proposition. http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html Origin, isn’t Jay Peak your client? Are you part of the social media campaign? Even if you tweet this as Origin Whistler, it doesn’t look like you’re being open about your relationship with Jay Peak here.

Steve Wright is doing too good of job at Jay not to understand that trying to hide true relationships in social media is a risky proposition.

http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html

]]> By: rich nadworny http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-482 rich nadworny Mon, 14 Sep 2009 11:52:05 +0000 http://www.owstudios.com/oteam/?p=1702#comment-482 Origin, isn't Jay Peak your client? Are you part of the social media campaign? Even if you tweet this as Origin Whistler, it doesn't look like you're being open about your relationship with Jay Peak here. Steve Wright is doing too good of job at Jay not to understand that trying to hide true relationships in social media is a risky proposition. http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html Origin, isn’t Jay Peak your client? Are you part of the social media campaign? Even if you tweet this as Origin Whistler, it doesn’t look like you’re being open about your relationship with Jay Peak here.

Steve Wright is doing too good of job at Jay not to understand that trying to hide true relationships in social media is a risky proposition.

http://digitalstrategy.typepad.com/digital_strategy/2009/09/openness-vs-spin-in-social-media.html

]]> By: Mike http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-471 Mike Sun, 13 Sep 2009 17:12:32 +0000 http://www.owstudios.com/oteam/?p=1702#comment-471 Good point Steve - being involved in social media at all is a huge step in the right direction, but I still think it's fair to say that resorts like yours are ahead of the curve. I spend a lot of time researching social media marketing in the ski, snowboard and mountain resort industries and am always surprised at how few brands are actively engaged with their customers. The resorts that do a good job (Park City and Diamond Peak incl.) are far above average. So while Jay Peak may not be the only one doing it, it is part of a very select and savvy group of resorts that is using social media in a progressive way, beyond just showing up and retweeting praise for their brand. And I think that's notable. Thanks to both of you for the comments (and for keeping your resorts in the conversation). For a more focused look at social media use in the skiing and ski resort world: http://followingthedie.wordpress.com/2009/04/12/why-social-media-doesnt-matter-unless-you-ignore-it/ Good point Steve – being involved in social media at all is a huge step in the right direction, but I still think it’s fair to say that resorts like yours are ahead of the curve. I spend a lot of time researching social media marketing in the ski, snowboard and mountain resort industries and am always surprised at how few brands are actively engaged with their customers. The resorts that do a good job (Park City and Diamond Peak incl.) are far above average. So while Jay Peak may not be the only one doing it, it is part of a very select and savvy group of resorts that is using social media in a progressive way, beyond just showing up and retweeting praise for their brand. And I think that’s notable. Thanks to both of you for the comments (and for keeping your resorts in the conversation).

For a more focused look at social media use in the skiing and ski resort world: http://followingthedie.wordpress.com/2009/04/12/why-social-media-doesnt-matter-unless-you-ignore-it/

]]> By: Mike http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-478 Mike Sun, 13 Sep 2009 17:12:32 +0000 http://www.owstudios.com/oteam/?p=1702#comment-478 Good point Steve - being involved in social media at all is a huge step in the right direction, but I still think it's fair to say that resorts like yours are ahead of the curve. I spend a lot of time researching social media marketing in the ski, snowboard and mountain resort industries and am always surprised at how few brands are actively engaged with their customers. The resorts that do a good job (Park City and Diamond Peak incl.) are far above average. So while Jay Peak may not be the only one doing it, it is part of a very select and savvy group of resorts that is using social media in a progressive way, beyond just showing up and retweeting praise for their brand. And I think that's notable. Thanks to both of you for the comments (and for keeping your resorts in the conversation). For a more focused look at social media use in the skiing and ski resort world: http://followingthedie.wordpress.com/2009/04/12/why-social-media-doesnt-matter-unless-you-ignore-it/ Good point Steve – being involved in social media at all is a huge step in the right direction, but I still think it’s fair to say that resorts like yours are ahead of the curve. I spend a lot of time researching social media marketing in the ski, snowboard and mountain resort industries and am always surprised at how few brands are actively engaged with their customers. The resorts that do a good job (Park City and Diamond Peak incl.) are far above average. So while Jay Peak may not be the only one doing it, it is part of a very select and savvy group of resorts that is using social media in a progressive way, beyond just showing up and retweeting praise for their brand. And I think that’s notable. Thanks to both of you for the comments (and for keeping your resorts in the conversation).

For a more focused look at social media use in the skiing and ski resort world: http://followingthedie.wordpress.com/2009/04/12/why-social-media-doesnt-matter-unless-you-ignore-it/

]]> By: Steve Wright http://origindesign.ca/blog/1702/marketing-advertising/jay-peak-a-case-study-in-social-media-marketing-for-ski-resorts/comment-page-1/#comment-470 Steve Wright Sun, 13 Sep 2009 14:58:06 +0000 http://www.owstudios.com/oteam/?p=1702#comment-470 Thanks for the kind words but I agree with Milena; I think there are several brands across sm channels that are doing it right/well. Part of this is about doing it at all. I could create an argument that if you're engaging at all, you're doing it 'right.' Whatever right means. steve Thanks for the kind words but I agree with Milena; I think there are several brands across sm channels that are doing it right/well. Part of this is about doing it at all. I could create an argument that if you’re engaging at all, you’re doing it ‘right.’ Whatever right means.

steve

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