The golf industry has faced one of the most challenging times in decades. Doing the same old thing just won't work in today's economy. What specific opportunities and advantages can social technologies provide to merchadising and the golf industry in general? This presentation takes you through the key elements and strategies.

1. THE TARGETED GROUP
Social Media’s Impact on
Merchandising and the Golf
Industry
Richard C. Brasser
MOY Conference
January 26th, 2010
©2009 The Targeted Group

2. TO STAY IN TOUCH
Richard Brasser
Twitter: @socmedia365
Gvoice: 646.719.0619
Email: rb@targetedgroup.com
LinkedIn:
http://www.linkedin.com/in/brasser
www.thetargetedgroup.com
866-738-8768

3. What are we going to do today?
• Crash course on why you should care about
social media
• How these tools can help your business
• Strategies to make the most of this new world

4. Now for the fun part
How much do you know about the social networking world?

5. What is Your Social Networking for Business I.Q.?
1. True or False? Social networking and blogs are more popular
activities online than personal email.
TRUE
2. What is the fastest growing demographic of Facebook users? Users age 55-65
3. What percentage of companies use or are planning to use
LinkedIn as a tool in the hiring process this year?
95%
4. True or False? If Facebook were a country, it would be the fourth
most populated in the world, ahead of even Brazil, Russia, Japan and TRUE
Mexico.
5. True or False? 25% of search results for the world’s 20 largest
brands are links to user-generated content.
TRUE

6. What IS social networking?
• Ask a few people in crowd

7. Let’s start with what it ISN’T

8. It isn’t about…
Technology

9. It isn’t about…
What you had for breakfast

10. It isn’t about…
Wasting Time

11. It isn’t…
Just for kids

12. Let’s define what it ISN’T

14. Social Media is NOT . . .
• Email marketing • Text messaging
• Your website • Brochures
• Advertisements • Your new video
. . . The same as digital marketing

15. So, what IS social networking?

16. Just for kids

17. Build a relationship
The Human Connection

18. It is about…
A global network

19. Dr. Randy Pausch

20. 9,996,224
Think about it

21. It is about…
Instant information

22. Why should YOU care about it?

23. Unique Advantages of Social Media for Golf
Clubs and Merchandisers

24. Tournaments
Member Retention
Participation in Events
Sales in Pro shop
Networking and Connections

25. Make
More
SALES

26. The most important
first step is to…
. . . BE A PART OF THE CONVERSATION

27. What in the world are these?
These are your options

28. IT IS YOUR CHOICE
Don’t let someone else take your business

29. This is an actual product
People Resist Change!

30. Your enemy isn’t the big box retailers
or the economy
The danger is not embracing these new
opportunities
The enemy of great is good

31. How much would it help if you
could double the amount of
times your members and guests
came into your shop?

32. Leveraging Social Media
Implementing Your Strategy

33. Leveraging Social Networking
• Integrate with your existing strategy
• Measure sales and ROI
• Assign resources and allocate time

34. P.O.S.T.
Four Simple Steps to Design Your Strategy
People
Objectives
Strategy
Technology

35. Essential Strategic Steps
1. Identify your first social networking beachhead
2. Clearly define the key value that your company
and employees provide
3. Understand your audience and identify where
they engage in social networking
4. Expand your circle of influence
5. Activate an advanced social networking initiative

36. What if you had access to one
communication command center?
• One place to manage all of your digital marketing
• One robust reporting engine
• A suite of advanced tools
• Ability to integrate freeware and custom
technologies
• Easy to manage and use

38. Twitter Contest
Tweet this message by Friday and one of you will
win a custom online community for your club
“Great seminar on social media in the golf
industry by @socmedia365 #pgashowsm”
Come to the PGA Connectivity Lab for help and
get a copy of my book for free

39. This was an honor and a pleasure to be
with you today
A special thank you to:
Resources to get started
www.thetargetedgroup.com/avayaworkshop

40. The Challenge:
How can we help the world get to
know who they are and
what they do?
•6 largest accounting firm
•Amateur championship with 25,000
participants
•Official Accounting firm for the PGA
•Great Sponsored Players: Chris, Zach
and Natalie

42. Make it personal

43. Connect People

44. Relive the excitement

45. Give them a way to interact

46. Give them a way to interact

47. The Results
• 81% were more
likely to take a call
from a McGladrey
representative
•87% expressed a
greater awareness
of McGladrey and
its services
•2/3 were more
likely to do
business with
McGladrey