Skipedia is a blog full of fresh ideas about social media and snowsports.
We offer digital marketing & PR consultancy for the ski and travel industry.

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Why your earned media and paid media should be merging...

Why your earned media and paid media should be merging…

You probably already know that social signals are increasingly important in influencing your organic search engine rankings. But with new research showing that trust in paid advertising lags significantly behind recommendations, many brands are combining their paid and earned media. More than 9 in 10 trust recommendations The recent Nielson survey shows that while 92%...
BBC establish that poorly targeted marketing on Facebook doesn't work

BBC establish that poorly targeted marketing on Facebook doesn’t work

Last week the BBC got very excited about an investigation into Facebook by Rory Cellan-Jones, a Technology correspondent. The article claimed that some companies are ‘wasting large sums of money’ trying to win ‘Likes’ on Facebook.  This appears to be because when a campaign was run for a British-based business, the company ended up winning...
'Premium Offers' opens up Facebook for advertising

‘Premium Offers’ opens up Facebook for advertising

With Facebook’s IPO coming up fast, the company is working hard to add on new revenue streams. Almost unnoticed during last month’s announcement that brand Pages would be converting to Timeline was Facebook’s new ‘Premium Offers’ for brands. Mike Hoefflinger, Director of Global Business Marketing of Facebook described Premium Offers as ‘the best way to get...
Old Spice and Dollar Shave Club up the ante for viral video

Old Spice and Dollar Shave Club up the ante for viral video

It all started with Old Spice.  They saw their sales double thanks to their infamous and innovative YouTube campaign in 2010. Surely you must have seen it?  Still, it’s always worth watching again… This campaign included creating individually tailored video answers to comments made online… Despite its incredible success, Old Spice raised the bar again...
SSX proves print can still work, when used well

SSX proves print can still work, when used well

Despite delays in its release, SSX (2012) was widely welcomed when it hit the shops last week. The new release incorporates superb graphics and features, including ice axes to descend into a cave and a wingsuit section set in in Patagonia.  It even features ‘Art of Flight‘ star Travis Rice. The game has its own Facebook and...
'Special Offer' resort advertising in France

‘Special Offer’ resort advertising in France

France can count on the second highest number of skier days in the world, at 55.2m after the United States with 60.0m. There was optimism last year that the number one spot might be possible, but when the country fell short again it was put down to the ‘faible enneigement’ of last season. There’s no...