Of all the customers that follow The Lake Louise Ski Area through social media there is one group which is by far the most active.
Park Rats… That’s Terrain park enthusiasts for those not used to ski lingo. Our park supervisor “TK” posted a question on our Facebook page asking fans what type of rails they would like to see in this seasons terrain park. We received over 70 comments in response. To our surprise they were, in the most part, realistic and thoughtful suggestions. Sure, there were a few 100ft rails and some requests for half pipes. But for the most part the ideas were reasonable. It was good feedback. It can be intimidating asking customers questions. You don’t know what you’re going to get in return.
To show that we are listening I gave TK a printout of the comments and asked him to respond to the camera. It was an easy video to film and involved fans in a way that shows them that we are listening. I hope to expand on this theme during the season.
In the past month Lake Louise has been faced with the issue of what to do with a ski resorts Facebook page folowed by people interesed in witnersports, once the winter is over. While Lake Louise has a summer operation as a sightseeing gondola it is a very different product attracting a very different guest.
So… do we push summer content to skiers, or let our winter following hibernate the summer. We went a third route by pushing select summer content. This consisted primarily of pictures of wildlife on the ski runs. The results were surprising. People loved it! It seems that good pictures of bears are universal. Most notibly, the picture of the Grizzly under the Lake Louise ski resort sign proved just as popular as our best winter photos.
Our followers were proud of the large furry custodians of their mountain. It reinforced the sense of wilderness the mountain represent. And grizzlies are just plain cute. The popularity of these photos has led me to rethink our strategy of starting a new summer operation social media presence.
Advantages of crating a new Summer Facebook page.
Avoid bombarding winter following with irellivent content.
Advantages of pushing summer content to a winter facebook page:
Expose wintersport customers to summer activities (many regular skiiers were not aware that we operated in the summer.)
No need to start again creating a new following for a second page.
Fewer platforms to maintain. More able to concentrate on quality content creation.
No summer page lingering during an 8 month winter.
I had a feeling this photo was going to be popular. I didn’t think it would turn out to be the most popular photo of the season. Here are a few thoughts on why this photo proved to be so popular.
Relevant: Posting this photo on closing day only minutes after it was taken increased its relevance to our audience.
Simple: There were plenty of photos from the last day that would have made a very attractive album. By posting just one photo we were making a simple statement. “Its our last day, We’re having fun, Lake Louise is Beautiful, see you next year” All conveyed in 5 seconds.
Quality: The picture is vibrant, clear has a well-developed sense of place and is easy to look at. It would not have been nearly as shared if it had been a cloudy day.
Involvement: The participants in this photo are our most vocal supporters. Content that ties all these people together almost ensures interaction.
With the idea of increasing interaction with our Facebook following, I decided to pose the question. “Do you find our weekly updates useful?” Questions, as most Facebook posters have found are a great way of encouraging feedback.