May 2010 Developments - (Page 64)

Trends ARDA Brings Social Media into Spotlight Facebook, Twitter, Blogs, and More ill a huge fan base on Facebook enhance your brand image? Will posting resort videos on YouTube turn leads into sales? Does the potential for negative feedback deter your business from having a public conversation? There is a buzz in the industry about how social media will impact our marketing efforts. A recent survey shows that 61 percent of respondents believe that social media will provide tremendous opportunities for their business.* But there is a lot to learn! Where should you start? These are some of the questions that were discussed in two recent venues sponsored by ARDA: the Social Media Symposium in January and the Marketing and Sales Forum discussion at the 2010 Convention in March. ARDA brought together social media experts with some of the best marketing minds in our industry to share insights, ideas, and best practices. If you weren’t one of the few hundred attendees at either event, here is a brief recap of what was discussed, as well as a look at what ARDA is doing overall with its social media effort. W Social Media Symposium Held in Orlando, this half-day event began with presentations by Peter Yesawich, chairman and CEO of YPartnership, and Professor Sree Sreenivasan, dean of student affairs and digital media professor at Columbia Graduate School of Journalism. “Social media today is like TV in the 1950s,” according to Sreenivasan. “We are still waiting for color and CNN to be invented.” He encouraged the “pioneers” in the audience to get active and stake a claim in this industry. No one owns the timeshare space on any of the social media channels. In fact, of those who are chatting about timeshare online, very few have followers or fans. Since it is so early, it’s difficult to quantify return on investment, 64 but it’s important to recognize the cost for not being involved. Social media shouldn’t be thought of as just another broadcast channel but rather as a way to listen, to talk, and ultimately to sell. It’s important to have a clear strategy and to employ the right tools for the right targets. LinkedIn may be a great way to recruit and keep up with professional partners, while Twitter may be the best avenue to quickly offer a rental discount for an upcoming week. Both speakers reminded the group that this effort should not be “all about sales” but rather a way to create real fans that will carry that word-of-mouth marketing for you. Harnessing the power of true fans that will defend your reputation and promote your product will drown out and cranks and naysayers over time. Yesawich noted: “Nearly one-third of people surveyed write on-line reviews about their travel experience.” So, understanding what people are saying on TripAdvisor and in the blogosphere is crucial to managing your reputation. The speakers were followed by a panel discussion, “Putting it All Together,” moderated by ARDA President & CEO Howard Nusbaum. He was joined by Yesawich, Sreenivasan, and Frank Ioppolo, COO and general counsel of Market Leverage, a marketing company. They were quick to point out that there really are no “experts” in this area yet. It’s a learning experience for everyone at the same time. They agreed that “marketing speak” won’t work here. It’s all about being authentic—being too “scrubbed” will backfire. Transparency is important and anything that looks too pure will arouse suspicions. Listening to the customers in blogs and other forums may be difficult when they have something negative to say. But it’s a real opportunity to engage with them, fix the problem and create an evangelist for your brand. Taking the time to understand their issues will go a long way in providing that authenticity and dialogue that successful social marketers embrace. At the same time, the speakers cautioned the audience about becoming too emotional over critical responses or negative comments. While your business will ultimately have to determine how to respond, many times a naysayer can be diluted just by hearing back from the company that they appreciate their feedback. Use it as an opportunity to test out effective responses. The biggest barriers to better social media engagement for companies surveyed is the lack of resources (54%) and the lack of knowledge or understanding (50%).* One way to gain that knowledge is to begin investigating the top sites like Facebook, Twitter, and YouTube. Set up accounts for yourself and start experiencing the challenges and opportunities within each. But remember, this is a rapidly changing world. Luckily, you can get breaking updates and tips from Sreenivasan at his Web site, www.sree.net. Sales and Marketing Forum The Sales and Marketing Forum at Convention built on many of these same topics. The session began with a lively presentation by Andy Sernovitz, CEO of GasPedal Consulting and author of Word of Mouth Marketing. During his general session keynote presentation on Monday afternoon, Sernovitz had described the importance of word-of-mouth marketing, referencing the “five T’s” as its main components. During the Forum, attendees delved into three of the five: Talkers, Topics, and Tools. Sernovitz directed attendees to discuss concrete applications for each of the three areas in the resort industry. Developments • May 2010 http://www.sree.net

Table of Contents for the Digital Edition of May 2010 Developments

May 2010 Developments

http://www.nxtbook.com/ygsreprints/ARDA/G398743_arda_oct2019
http://www.nxtbook.com/ygsreprints/ARDA/G110069_arda_sept2019
http://www.nxtbook.com/ygsreprints/ARDA/0919_arda_50thSup
http://www.nxtbook.com/ygsreprints/ARDA/G109015_arda_aug2019
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http://www.nxtbook.com/ygsreprints/ARDA/G103171_arda_feb2019
http://www.nxtbook.com/ygsreprints/ARDA/G102857_arda_jan2019
http://www.nxtbook.com/ygsreprints/ARDA/G100505_arda_novdec2018
http://www.nxtbook.com/ygsreprints/ARDA/G993377_arda_oct18
http://www.nxtbook.com/ygsreprints/ARDA/G98243_arda_sept2018
http://www.nxtbook.com/ygsreprints/ARDA/G97455_arda_aug2018
http://www.nxtbook.com/ygsreprints/ARDA/G96594_arda_july2018
http://www.nxtbook.com/ygsreprints/ARDA/G93341_arda_may2018
http://www.nxtbook.com/ygsreprints/ARDA/G92771_arda_apr2018
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http://www.nxtbook.com/ygsreprints/ARDA/G90172_arda_feb2018
http://www.nxtbook.com/ygsreprints/ARDA/G88761_arda_jan2018
http://www.nxtbook.com/ygsreprints/ARDA/G85176_arda_novdec2017
http://www.nxtbook.com/ygsreprints/ARDA/G83609_arda_october2017
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http://www.nxtbook.com/ygsreprints/ARDA/G73958_arda_mar2017
http://www.nxtbook.com/ygsreprints/ARDA/minidigest2017_interval
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http://www.nxtbook.com/ygsreprints/ARDA/G72702_arda_feb2017
http://www.nxtbook.com/ygsreprints/ARDA/G70973_arda_jan2017
http://www.nxtbook.com/ygsreprints/ARDA/arda_NovDec2016
http://www.nxtbook.com/ygsreprints/ARDA/G66901_October2016
http://www.nxtbook.com/ygsreprints/ARDA/G66137_September2016
http://www.nxtbook.com/ygsreprints/ARDA/g64853_august2016
http://www.nxtbook.com/ygsreprints/ARDA/g63556_arda_july16
http://www.nxtbook.com/ygsreprints/ARDA/arda_may16
http://www.nxtbook.com/ygsreprints/ARDA/arda_april16
http://www.nxtbook.com/ygsreprints/ARDA/arda_march16
http://www.nxtbook.com/ygsreprints/ARDA/minidigest2016_interval
http://www.nxtbook.com/ygsreprints/ARDA/minidigest2016_rci
http://www.nxtbook.com/ygsreprints/ARDA/arda_feb16
http://www.nxtbook.com/ygsreprints/ARDA/g56444_arda_0116
http://www.nxtbook.com/ygsreprints/ARDA/g55471_arda_1115
http://www.nxtbook.com/ygsreprints/ARDA/g54352_arda_1015
http://www.nxtbook.com/ygsreprints/ARDA/g53078_arda_0915
http://www.nxtbook.com/ygsreprints/ARDA/g52346_arda_aug15
http://www.nxtbook.com/ygsreprints/ARDA/g51820_arda_july2015
http://www.nxtbook.com/ygsreprints/ARDA/g50568_arda_june2015
http://www.nxtbook.com/ygsreprints/ARDA/g48582_arda_aprmay2015
http://www.nxtbook.com/ygsreprints/ARDA/g48198_arda_mar2015
http://www.nxtbook.com/ygsreprints/ARDA/ARDA/arda_minidigest15
http://www.nxtbook.com/ygsreprints/ARDA/ARDA/arda_minidigest15_rci
http://www.nxtbook.com/ygsreprints/ARDA/arda_minidigest15_interval
http://www.nxtbook.com/ygsreprints/ARDA/g47739_arda_feb2015
http://www.nxtbook.com/ygsreprints/ARDA/g47155_arda_jan2015
http://www.nxtbook.com/ygsreprints/ARDA/g45549_arda_nov14
http://www.nxtbook.com/ygsreprints/ARDA/g44747_arda_oct2014
http://www.nxtbook.com/ygsreprints/ARDA/g44047_arda_sept2014
http://www.nxtbook.com/ygsreprints/ARDA/g43314arda_aug2014
http://www.nxtbook.com/ygsreprints/ARDA/g42697_arda_july2014
http://www.nxtbook.com/ygsreprints/ARDA/g42010_arda_jun2014
http://www.nxtbook.com/ygsreprints/ARDA/g40308_arda_aprmay2014
http://www.nxtbook.com/ygsreprints/ARDA/g39858_arda_mar2014
http://www.nxtbook.com/ygsreprints/ARDA/arda_minidigest_interval14
http://www.nxtbook.com/ygsreprints/ARDA/arda_minidigest_rci14
http://www.nxtbook.com/ygsreprints/ARDA/g39339_arda_feb2014
http://www.nxtbook.com/ygsreprints/ARDA/g38847_arda_jan2014
http://www.nxtbook.com/ygsreprints/ARDA/g37182_arda_novdec2013
http://www.nxtbook.com/ygsreprints/ARDA/g36850_arda_oct2013
http://www.nxtbook.com/ygsreprints/ARDA/g36032_arda_sep2013
http://www.nxtbook.com/ygsreprints/ARDA/g35644_arda_aug2013
http://www.nxtbook.com/ygsreprints/ARDA/g34942_arda_jul2013
http://www.nxtbook.com/ygsreprints/ARDA/g34203_arda_jun2013
http://www.nxtbook.com/ygsreprints/ARDA/g32965_arda_developments-aprmay2013
http://www.nxtbook.com/ygsreprints/ARDA/g32413_arda_mar2013
http://www.nxtbook.com/ygsreprints/ygs/arda_minidigest
http://www.nxtbook.com/ygsreprints/ygs/arda_minidigest_rci
http://www.nxtbook.com/ygsreprints/ygs/arda_minidigest_interval
http://www.nxtbook.com/ygsreprints/ygs/g31739_arda_feb13
http://www.nxtbook.com/ygsreprints/ygs/g31264_arda_developments_jan2013
http://www.nxtbook.com/ygsreprints/ygs/g29933_arda_developments_novdec2012
http://www.nxtbook.com/ygsreprints/ygs/g29207_arda_developments-oct2012
http://www.nxtbook.com/ygsreprints/ygs/g28427_arda_developments_sept2012
http://www.nxtbook.com/ygsreprints/ygs/g27671_arda_developments_aug2012
http://www.nxtbook.com/ygsreprints/ygs/7091_arda_developmentsjuly2012
http://www.nxtbook.com/ygsreprints/ygs/g26491_arda_june12
http://www.nxtbook.com/ygsreprints/ygs/g24897_arda_dev_aprilmay12
http://www.nxtbook.com/ygsreprints/ygs/g24629arda_dev_march2012
http://www.nxtbook.com/ygsreprints/ygs/g24005arda_dev_feb12
http://www.nxtbook.com/ygsreprints/ygs/g23471_dev_jan12
http://www.nxtbook.com/ygsreprints/ygs/g22146_arda_novdec11
http://www.nxtbook.com/ygsreprints/ygs/g21696ardaoct11
http://www.nxtbook.com/ygsreprints/ygs/arda_sept11_nxtbk
http://www.nxtbook.com/ygsreprints/ygs/g20778_arda_august2011
http://www.nxtbook.com/ygsreprints/ygs/g20046arda_nxtbook
http://www.nxtbook.com/ygsreprints/ygs/g20045arda_nxtbk
http://www.nxtbook.com/ygsreprints/ygs/G18220_ARDA_aprmay11
http://www.nxtbook.com/ygsreprints/ygs/g18768_arda_march2011
http://www.nxtbook.com/ygsreprints/ygs/g18289arda_feb11
http://www.nxtbook.com/ygsreprints/ygs/g17975_arda_jan11
http://www.nxtbook.com/ygsreprints/ygs/g16746arda_novdec10
http://www.nxtbook.com/ygsreprints/ygs/ARDA/arda_flashadcompilation
http://www.nxtbook.com/ygsreprints/ygs/p16572_arda_2011mediakit
http://www.nxtbook.com/ygsreprints/ygs/g16282arda_oct10
http://www.nxtbook.com/ygsreprints/ygs/g15671_arda_sep10
http://www.nxtbook.com/ygsreprints/ygs/g15375_arda_aug2010a
http://www.nxtbook.com/ygsreprints/ygs/g14892_ardajuly10_final
http://www.nxtbook.com/ygsreprints/ygs/g14484_arda_june
http://www.nxtbook.com/ygsreprints/ygs/g13575_arda_may10_cvt
http://www.nxtbook.com/ygsreprints/ygs/p14395_ARDA_MemberKit
http://www.nxtbook.com/ygsreprints/ygs/g13153_ARDA_marchaprl10
http://www.nxtbook.com/ygsreprints/ygs//g12797_arda_feb10
http://www.nxtbook.com/ygsreprints/ygs/g12360_jan10nxtbook
http://www.nxtbook.com/ygsreprints/ygs/G11457ARDA2
http://www.nxtbook.com/ygsreprints/ygs/G10696_arda_oct
http://www.nxtbook.com/ygsreprints/ygs/2010sponbroc_nxtbook1
http://www.nxtbook.com/ygsreprints/ygs/developements_sept09
http://www.nxtbook.com/ygsreprints/ygs/Developments2010_MK1
http://www.nxtbookMEDIA.com