Leisure marketing: 10 valuable resources for social media novices.

November 12, 2010

10 timely articles to help you plan a new social media program.

The Social Media Safari Question #7:

“My staff and I are starting a social media program from scratch. Can you direct me to some previous posts you have written that would help guide us?”

Gladly.  Here are 10 relevant posts to help leisure marketing specialists like yourself get up to speed on social media.

They’ll show you how to plan your social strategy, point you to some of the leading gurus, discuss budgeting and measurement, and outline some of the best social media success stories.

  1. 10 leading experts help you plan and execute your social media campaign
  2. What leisure marketers can learn from history’s greatest social media screw ups
  3. 20 tips for overcoming your fear of blogging
  4. Leisure marketing to the 57 million Americans who have tried social gaming
  5. 5 ways your leisure marketing could incorporate location-based services
  6. 33 simple ways to measure your social media campaigns
  7. Advanced social media tools for listening to your customers
  8. The most powerful online leisure marketing machine is not a machine at all. It’s Lady Gaga.
  9. The Star(bucks) of leisure marketing is also the (Star)bucks of social media
  10. Leisure marketing at its viral best: Hi-Tec Sports

Looking for more answers to your social media questions?  Check out these other posts in our 10-part Social Media Safari Series:

  1. Does social media really work for marketing leisure brands?
  2. How much should I budget for social media?
  3. 10 social media campaigns that produced real results.
  4. 2 social media success stories utilizing limited budgets.
  5. What Coca Cola, Starbucks and Oreo can teach you about leisure marketing on Facebook.
  6. The Top 10 social media thought leaders.
  7. 11 ways businesses are using Twitter to promote their brands.
  8. If Twitter can save Conan, it can certainly revive your leisure brand.
  9. 15 valuable resources for social media novices.
  10. 20 ways to make sure your leisure marketing campaign goes viral.


Leisure marketing at its viral best: Hi-Tec Sports

June 12, 2010

Are you interested in using viral video as part of your leisure marketing mix?  “Liquid Mountaineering” by Hi-Tec Sports, an English manufacturer of waterproof shoes and hiking boots, is a textbook study on how to produce viral right.  No wonder this video got over 4 million views worldwide.

There are 3 crucial elements that makes this video work:

1. Hi-Tec has a great product with a simple benefit.

2. They chose an agency who had developed great broadcast for another leisure brand.

3. They created a scenario that fascinated outdoor enthusiasts.

Of course there’s a lot more work that goes into producing successful viral campaigns than just good production. According to a recent case study from go viral, one of the world’s most successful viral video production companies, they use the following strategy to help their clients’ videos go viral.

Go viral’s four stages to a successful viral campaign strategy:

  1. Create intriguing content that speaks the language of your target audience.
  2. Use Comscore, Technorati, and other site ranking tools to find the most popular and influential websites, blogs and forums to your target audience.
  3. Seed your video in the most relevant online environments, and reach out to online influencers who are most likely to stimulate interest among a larger community.
  4. Continually maintain and activate the content in broader video sharing and social environments, to generate the momentum necessary to reach critical mass.

Before you shift all your leisure marketing budget over to viral, be aware that even with the best advice, the odds of your video going viral are  completely unpredictable. That’s according to Tim Hwang, an internet culture expert who was recently interviewed by CNN for their article “What makes videos go viral?”.

Which is not surprising when you consider that people have uploaded more content to You Tube  in the last 60 days than the 3 original television networks have produced in the last 60 years.

Want to see how Hi-Tec helped their athletes walk on water?  Watch “The making of Liquid Mountaineering” video.

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