Check out the action among French ski resorts on Twitter this season and one resort stands out so far: Alpe d’Huez. Its followers shot up 43% in January and it has already nearly doubled its Twitter following since the start of the season.
Is this the Folie Douce effect? The latest branch of the highly successful open-air clubbing chain opened here in December. It certainly seems to have injected a burst of energy into the resort’s marketing this winter. Fans of the official resort Facebook page were also up sharply this month (+19%).
But there is more to it than that. I spoke to Fabrice Hurth, Alpe d’Huez Director of Tourism, and he told me a bit about what is helping to drive this remarkable social media surge:
“We’ve started working with community managers who are not professionals but are young, passionate about Alpe d’Huez and have a feeling for what’s going on. It’s been three or four months now and it’s going really well.”
He explained that the relationship is formalised through a partnership and certain agreements ensure that posting is regular and in tune with the resort’s communication priorities without being dictated.
“We try to have something new to talk about every 10-15 days or so – not too often, but enough to keep the buzz going.”
There was plenty indeed to generate a buzz in January. Apart from après-ski sessions at the Folie Douce every afternoon, Alpe d’Huez played host to the Festival International du Film de Comédie from 15-19 January:
While that was going on, French radio station Virgin hosted its Virgin Tonic breakfast show from the resort for two days in a row, on 16-17 January:
And, on top of that, the Grenoble rugby team came for a training camp:
Alpe d’Huez draws heavily on the Grenoble area for its local clientele, so this made a lot of sense too.
Meribel (+23%), meanwhile, was the next most active in terms of adding followers this month, up to 25 in the rankings having launched its Twitter account almost exactly a year ago now.
Average follower growth for all the top 30 French ski resorts on Twitter rose to 9.8% in January, up from 9.4% in December.
Here are all the scores on the 3rd of February:
Top 3 French ski domains on Twitter:
Top 30 French ski resorts on Twitter:
- Val Thorens – 4,018 followers
- Chamonix – 3,795
- Val d’Isère – 2,654
- Les Arcs (fr) – 2,408
- Morzine (en) – 2,313
- Serre Chevalier (en) – 1,961
- La Plagne – 1,949
- Les Menuires – 1,858
- Morzine (fr) – 1,622
- Le Grand Bornand – 1,589
- La Clusaz – 1,583
- Ax3Domaines – 1,558
- Les Gets – 1,531
- Alpe d’Huez – 1,489
- Megève – 1,454
- Serre Chevalier (fr) – 1,372
- La Tania – 1,240
- Avoriaz – 1,216
- Aussois – 1,153
- Les Contamines – 1,024
- Vars – 1,003
- Orcières 1850 – 966
- Tignes – 958
- Peyragudes – 872
- Méribel – 867
- Montgenèvre – 816
- Piau – 806
- Pic du Midi – 779
- Gourette – 717
- La Chapelle d’Abondance – 705
Please note: these numbers were polled on the 3rd of February 2014. Sorry if I’ve missed anyone and please do let me know so this list can be improved for next month… Official resort accounts only and linked resorts/domains are ranked separately.