Intro
For nearly three years, MassMedia has worked with Glacier Outdoor to improve their inbound and social media marketing efforts. We knew that a strong online presence and interaction would be vital to transform the reputation of Glacier Outdoor as a brand not only found in stores, but all over the web.

Challenge
Glacier Outdoor looked to us to help increase traffic to their website with the ultimate goal of increasing direct online sales. While Glacier Glove was already established as a high quality brand available in many different outlets, the company wanted to generate more sales from the website rather than from third party vendors.

The Solution
MassMedia derived a comprehensive social media plan to extend the reach of the Glacier Outdoor brand, attracting more customers to their website.

The Glacier Glove audience is one that is experienced and passionate about outdoor activities. Online, they learn how to make the most of their outdoor experience by following bloggers and tweeters who are just as if not more knowledgeable as they are.

The Glacier Outdoor twitter strategy provided followers with relevant information of value. From tips and tricks about outdoor activities to promoting contests, the site served as a “micro-blog” for Glacier Outdoor sending quick bursts of information and receiving instant feedback from followers.

Accordingly we launched strategic blogger relations as part of the campaign to target blogs that would have the highest return and be the most appropriate for our audience. Some of these blogs included:

• Gearjunkie.com
• Bassfan.com
• KayakFishingBlog.com

While it may not seem directly correlated, Mom Bloggers proved to be an incredible resource. As research has shown, Moms are most responsible for family purchases especially during the holiday season. Glacier Outdoor experienced an overwhelming success in traffic to the website as a result of pitching to mom bloggers.

The very visually oriented target is constantly searching for the next action packed video and cool photo.

YouTube was a great social media tool demonstrating Glacier Outdoor’s credibility and “cool factor” world champion kayaker, Jay Kincaid was featured using Glacier Outdoor products in a series of kayak tutorials and as a correspondent for the 2009 Reno River Festival. We also produced videos showing other facets of outdoor sports like fly fishing and hunting tips and how glacier outdoor products can benefit thee “real” hunters and fly fisherman that look to Reno as a premiere outdoor destination.

The Result
The key of the social media strategy for glacier outdoor was to use practical social media outlets that bounce off each other to cross promote and drive our audience to the core of the campaign, the website. Each outlet collectively and independently reached this goal.

As result of our social media efforts, Glacier Outdoor has increased web traffic by 200% in the last three months alone. With over 800 fans on Facebook, more than 50 blogger reviews, 4,500 video views on YouTube and over 1,400 followers on twitter, Glacier Outdoor is firmly implanting themselves within the social media realm and in the minds of outdoorsmen across the world.

Tags: facebook, Glacier Outdoor, Las Vegas PR, Las Vegas Public Relations, MassMedia CC, MassMedia Corporate Communications, Reno PR, Reno Public Relations, social media, twitter

This entry was posted on Monday, January 18th, 2010 at 5:28 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.