Social Media in Golf Management, a conversation with Ricky Potts


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Social Media in Golf Management, a conversation with Ricky Potts

  1. 1. Hospitality InvestmentWorld Indonesia 2012the world top 100Martin KublerSocial Media Part 2David KurniawanResort World ManilaHOTELIER INDONESIA 1
  2. 2. SOCIAL MEDIA IN THE GOLF INDUSTRY A conversation with Ricky PottsIn a few short years, social media has popular social media sites like Twitterhad a profound impact on the way and YouTube.people, businesses, and governments As I said before, I have been going tocommunicate. Leading corporations, the PGA Merchandise Show for a fewpolitical figures, and entertainers have years now. This year is the first time Iadopted social media as much as the have seen the PGA actually begin totypical high-school student. embrace social media. They have thisGolf is no exception. Golf clubs are new initiative called Golf 2.0 and it isstarting to embrace social media as a supposed to revolutionize the golf in-tool to engage their members, increase dustry. I have heard that before and werevenues, and monitor feedback on will hear it again, but I am afraid theycustomer satisfaction. have missed the boat. In the presenta- tions that I used to give I would talkWe are honored to have Ricky Potts, a Bermuda at Tuckers Point this March as about these services, why you need toleading golf social media consultant well as in Dallas later this fall. use them, and even what these servicesprovide his unique insight into the were. In the last year I have stoppedindustry. telling people they need to be on When I graduated from Purdue, I was these solutions and have started telling already working for IMAVEX. We have(HIC) You’re a recognized leader in people what to post online. If you’re over 1,600 clients worldwide with asocial media for the golf industry. not there, I’m not sure what you’re large staple in the golf industry.What are some of the interesting waiting for. Twitter isn’t going to stopvenues and events you’ve spoken at? and wait for you. 500 million people are tweeting with 250 million of them(RLP) Before I graduated from Purdue (HIC) Comparing the use of social media by business and people in checking their feed every day. That’s aUniversity, I had the chance to teach number too big to ignore.a few courses in computer graph- general, how has the golf industryics technology in Poland. I spent the fared in engaging social media?entire summer over there, and I got the (RLP) It has been slow, but things are People like to joke that the “golf indus-chance to present in front of a large finally starting to pick up. Golf, at least try is five years behind the curve”. I hategroup of people. Since then I have here in the States, has a bad wrap. to say it, but in five years Twitter won’tbeen lucky enough to speak in front of People think golf is a bunch of old even be a spec on the map of socialthe golf industry ranging from the Crit- guys getting together on the week- media solutions. This stuff changes astenden Golf Conference (formerly the ends to drink beer and hang out with fast as I can respond to this question.Golf Inc. Golf Conference) to the PGA their buddies. That’s not the case at all. Facebook going public will also changeMerchandise Show held every year in Sure, there is still some of that around, things. Social media is a baby, and as itOrlando, Florida. These events wouldn’t but golf is becoming a young, vibrant evolves we need to embrace it for whathave been possible without IMAVEX, sport again. Guys like Rickie Fowler, it’s worth. I am just worried the golfmy current employer. I have already Dustin Johnson, and Bubba Watson are industry is going to push back as longstarted lining up presentations for this making that possible with their use of as they can.year, and I am scheduled to appear inHOTELIER INDONESIA 36
  3. 3. big across the board, but for golfers, specific as possible with your key- being able to book your tee times words.(HIC) How can a golf club engage on the go is crucial. As important astheir members through social that is for the golfers, it is also vital formedia, and how does that benefit the success of the club. Not only are (HIC) Can these tools be used tothe club? mobile tee times a big deal right now, improve communication with em-(RLP) I have one rule when it comes but social integration of tee times. ployees?to social media. Use it. It’s really that Imagine being online, going to your (RLP) Absolutely. Depending on howsimple. Twitter, Facebook, Google+, favorite club’s Facebook page to learn big your company is, Facebook allowsYouTube… they are all free. There are about all that’s going on that week, you to set up groups. These groupsno limits to the number of photos/ and being able to book your tee times can be private, meaning they arevideos you can post, and the world right from there. It’s allowing your hidden from search engines, and onlyis truly your oyster when it comes to audience access to your content and accessible by those within the group.this stuff. There is no excuse not to to your tee times no matter where I have actually worked with somebe at least paying attention to your they are. The way I see it, if I can have private groups recently, and they arebrand online. The best way for a club my tee times online, why wouldn’t I an incredible way to stay connectedto begin engaging with the members put them there? If you book only 1 to a small group of to be there, talk about being there, round from Facebook, isn’t that worth Being a part of a private group likeand be active. it in the long run? this allows you to easily share ideasThe benefits are endless. I have a with one another, and Facebook evenfriend who has been consulting allows you to share pictures, videos,with a club in Atlanta, Georgia, and (HIC) Are there methods to track and documents within the group.they have hit rock bottom. They are what people are saying about thea public facility, and can’t seem to club? How can this be used to im- I would be hard pressed to find aget many rounds. Staring at clos- prove operations? client that wouldn’t benefit from us-ing the doors, they enlisted in social ing social media, whether within the (RLP) Depending on the service youmedia to help turn things around. organization or to promote the brand use, there are ways to track that. OnThey were hesitant at first, but have online for the world to see. Twitter, for example, you can havesince created a Facebook, Twitter, and I only have one rule when it comes to mentions sent directly to your phone.YouTube campaign that is taking off. social media. Use it. You can’t break I have them sent to my iPhone andThey also ran a Groupon recently. I Twitter, so get online, create the ac- my iPad. That way, no matter whereknow that a lot of professionals don’t count, and start playing around with I am, I am notified the second thatlike discounting, but when you are it. I am always available if anyone ever someone mentions my name. Now,forced with either generating more has any questions. that’s important for a couple of rea-rounds or closing the doors, Groupon sons. One, if someone says something http://www.rickyleepotts.comcan and will help. They booked over bad about me, I know about it right800 rounds within a week of running away. It also allows for me to respondtheir first Groupon and are busier to that person immediately. People ever. are lazy, and if you take a day or two to respond to a tweet, you lost the end user. I say that tweets need toThat is just one example of hundreds be responded to in 2-3 hours, at the Hotelier Indonesia truly appreciatesI could give. It’s hard to sit here and most. the contribution Ricky has made tosay, “Social media works.” It does.That’s all there is to it. our publication. With the growth of golf and social media in Indonesia Google also offers a service called and worldwide, the insight provided Google Alerts that will notify you via(HIC) How can tee-time revenues be can be of significant benefit to golf email anytime your brand is men-improved by implementing these clubs and resorts throughout the tioned anywhere online. It’s handy,tools? region. but if you have generic terms like(RLP) Online tee times are huge “Orlando golf course” listed, you willright now. Not only are online tee get hit with a lot of notifications thattimes big, but also booking your tee don’t apply to your brand. If you usetimes on a mobile device. Mobile is Google Alerts, make sure you are asHOTELIER INDONESIA 37