Golf industry and social media

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Golf industry and social media

  1. 1. The Golf Industry and Social Media Internet Marketing SEO SEM Social Media2/27/2011 1
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  4. 4. Background - Integrated Internet Marketing Search Engine Search Engine Social Optimization (SEO) Marketing (SEM) MediaMaking web sites suited for Google, Yahoo, Bing Facebook, Twitter, LinkedIn torecognition by web crawlers, Sponsored Links purchased create “relationships,improving volume of traffic to by Keyword Search (PPC – experiences” with customersthe website - organic search Pay per Click)2/27/2011 4
  5. 5. Class Assignment • Two major trends 1. Smartphone used more than PC. For what? • Content consumption - accessing internet for information 2. Three very different platforms competing for how we use the Internet • How can a golf course attract new customers? – SEO/SEM to be found in search engines. See Appendix. • How can a golf course use social media to improve its business? – Brainstorm potential applications2/27/2011 5
  6. 6. Golf Industry - Case StudyCurrent Situation• “Declining participation by the average golfer and lack of new golf enthusiasts” – Too much capacity directed to higher incomes – 22% of golfers score <90. Is risk 78% feel less than satisfied when playing?• Demand Decreasing – 26.2 million golfers in the US • 33% seniors, increasingly on fixed income • 45% aged 18 to 49, flat real income growth • 22% junior golfers, down 24% since 2000 – 489 million rounds played in 2009, -6% since 2000• Supply Increasing – 16,057 golf facilities in US – 1,141 in construction (pre-recession) or +7%Problem Statement• Market conditions causing price pressure• Need new ways to attract, retain, satisfy golfers 2/27/2011 6
  7. 7. Golf Industry - Case Study Social Media Brainstorm• Current use of Social Media by Golf – YouTube: Lessons, bloopers, tips, disc. But not golf course experiences. – Facebook: stores, directories , PGA. Very few courses w/“Wall”.• Limited use of Social Media. Is there an opportunity?• If so, Key Success Factors are… – Establishes a unique relationship or experience with golfers in a local community • Repeat play • Connects people to the course digitally, but also gets them on the course – Grow the industry • Reduce price pressure • Increase number of golf rounds played2/27/2011 7
  8. 8. Golf Industry - Case Study Social Media Brainstorm – Ideas Generated – Others? 1) Golfers share 1) Videos of “How to Follow the Pro: update of rounds and play the course” – Pro 1) Commentary on experience advice major PGA/USGA tour 2) Monthly Friday 2) Monthly video of events and players. Night Happy Hour and people, play, and Post on FB as well. Putting Contest – share scenes on the course. 2) Encourage people results, pictures on Post on FB. Email to taking a lesson (and Wall “golf card” players. others) highlighting 3) Find a Group to join 3) “Behind the Scenes” progress, key advice when needed (ask on video of course 3) “Course Comment” the Wall, share golf operations and while playing – make profile) maintenance an invite2/27/2011 8
  9. 9. SEO/SEM used in Golf Industry – Following pages are background and examples. APPENDIX2/27/2011 9
  10. 10. How? SEO SEM• Internal and external website • Adwords – text ad placed for analysis keywords “purchased” – 20-30 “tightly themed”• Link building – 2 or 3 word phrases best• Proper website architecture – Test, refine regularly and development • Broad, phrase, or exact match• Competitor analysis • Pay only when a user clicks on your ad. Click Thru Rate = 3-5%• Keyword research and • Goals: Direct response or optimization (tags and titles) Branding/Awareness• Content development (blogs) • Can target geographies • Ad Rank = Bid price + Relevancy measure • Daily budget or max CPC2/27/2011 10
  11. 11. Results? Conversion: action desired by the marketerMarketing Sherpa survey of 679 companiesengaged in search marketing activities (5/10)found: 1. Online sale of product/service Organic conversion rate: 7.2% PPC conversion rate: 5.0% Shopping engine conversion rate: 6.6% 2. Lead generated (registration data or email obtained) Organic conversion rate: 7.0% PPC conversion rate: 5.8%2/27/2011 11
  12. 12. Google Search Response “OC CA Golf Courses” “OC CA Golf”How operators think? SEO-website How Consumers think? SEM-Related Search1. Orange County Golf Courses 1. Golf lessons OC CA2. Pelican Hill Golf Club 2. Discount Golf Tee Times3. River View Golf Club 3. OC Golf Tee Times4. Tustin Ranch Golf Club 4. Discount Golf Sites5. Strawberry Farms Golf Club 5. Golf Carts OC CA…6. Newport Beach Golf Course 46. Golf Newport Beach7. Rancho San Joaquin Golf 47. Golf Palm Springs8. Brea Creek Golf Course 48. San Clemente Golf9. Orange County Golf Courses 49. Costa Mesa Golf10. Black Gold Golf Club 50. OC National Golf 2/27/2011 12

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