NGCOA - Measuring and Monetizing Social Mobile

Measuring and Monetizing Social Networking and Mobile Media Robert Cole Kris Strauss Founder Vice President Sales & Marketing RockCheetah OB Sports Golf Management rockcheetah.com obsports.com facebook.com/rockcheetah facebook.com/obsports @robertkcole @obsportsgolfParticipating Sponsors:

Session Overview• Robert Cole - RockCheetah – Social & Mobile Computing Overview• Kris Strauss - OB Sports Golf Management – Experiences, Results & Best Practice Examples From Golf Social Media & Mobile CampaignsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 2Image: Alan Stewart (Creative Commons)

Social Local Mobile (SoLoMo)• SoLoMo Isn‟t the Future, It‟s Already Here – Social • Social Media Users Passed Email Users in July „09 – Local • 97% of Consumers Search Local Businesses Online – Mobile • By 2013, More Online via Mobile Phones than PCsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 3Image: John McNab (Flickr) Source: Morgan Stanley, Google (2011)

Ground Rules - Social & Mobile • Run a Quality Operation – Satisfy Needs – Be Relevant – Be Unique• Define Achievable Social & Mobile Strategies• Choose Social Media & Mobile Platforms Carefully February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 4 Image: @superamit (Flickr)

Fish Where the Fish AreFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 5Image: Explore The Bruce (Flickr) Source: Hitwise (2012)

Understand Your Customers They Want Things: Better Easier Faster CheaperFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 6Image: Sergey Galyonkin (Flickr)

Loyalty is Based on ValuesValue Drives Transactions ● Values Drive Loyalty February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 7 Image: maistora (Flickr)

1) Create Measurable Objectives• Why? – What Differentiates You & Supports Your Brand?• What? – Identify The Customer‟s Objective• Who? – Current / Past Clients, Prospects• Where? – At Home, At Office, In Car, At Competitor• When? – Time of Day, Day of Week, Advance Lead Time• How? – Solution Should Consider All 5 WsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 8Image: Dave Pearson(Flickr)

2) Assign Management Responsibility Who Does What WhenFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 9Image: juhansonin (Flickr)

3) Establish Specific Metrics• The Math is the Simple Part – ROI = (Benefits - Costs) x 100 Costs• Basic Metrics – Number of Friends / Followers / Subscribers – Number of Tweets / Posts / Likes• Metrics that Matter – Applause - Endorsement with Positive Sentiment – Amplification - Sharing by Friends of Friends – Conversion - Measurable Outcome (Action / Sale)• Try to Measure Economic Value – Short Term + Long Term Revenue – Plus Any Cost Savings Achieved• Key Questions: – Is the Activity Adding Business Value Or Only Manipulating Metrics? – If the Results Can‟t Be Measured, Is it Worth the Effort & Risk?February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 10Image: quinn.anya (Flickr) Hat Tip: Avinash Kaushik (Occams Razor)

4) Sincerely Engage Your Community• Find Customers‟ Favorite Networks/Platforms• Be Realistic About Capabilities - Start SmallFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 11Image: francistoms (Flickr)

5) Integrate Social & Mobile Analytics• Must Capture Key Engagement Data – Email is Glue for Cross-linking Social Media – Phone Number is Glue for Cross-linking Mobile• Cross-Promote Campaigns Between Channels – Promote Offers for Facebook Followers via Twitter – Create Pinterest Board of Images from Events – Encourage Ratings & Reviews During Promotions – 50% of Facebook Users on Mobile Devices• Try to Capture “Full-time” Email Addresses – TripAdvisor – Facebook Integration • Required TripAdvisor Email = Facebook EmailFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 12Image: brewbooks (Flickr)

It‟s Not About You, It‟s About Them• Twitter – I sleep alot (Water Cooler)• Instagram – Look at me sleep (Photo Album)• YouTube – Watch me sleep (Home Movies)• Blog – Stories about me sleeping (Magazine)• Foursquare – Where I sleep (Travelogue)• Pinterest – Places I would like to sleep (Corkboard)• LinkedIn – Im an excellent sleeper (Resume)• Facebook – Who I like to sleep with (Diary)• Google+ – Google employees hanging out, debating my sleep habits (…)February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 13Image: tarotastic (Flickr)

Advertising Aggravation Continuum High Aggravation Text Messages High Engagement App Push Notifications Telemarketing Email Television Radio Banner Ads Mail Low Aggravation Print Low EngagementFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 14Image: joshfassbind.com (Flickr) Hat Tip: Melinda Krueger (ClickZ)

Measurable Events – Web/Social• Website • Social – Active Daily users – Follows – Time Spent on Site – Favorites / Likes / +1s – Page Views – Bookmarks – Click-stream – Ratings – Registration – Votes – Subscriptions – Replies – Purchases – Comments – eCommerce Revenue – Shares – Profitability – ContributionsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 15Image: Leo Reynolds (Flickr)

Tougher Things to Measure• Sentiment – Enables understanding of intent • Positive - Neutral - Negative – Algorithms Analyze Natural Language • Must Consider Context • Semantic Web will help• Influence – Requires Relationship, Relevance & Trust – Are Those Influenced Prospective Customers? – Attribution & Timing Difficult to TrackFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 16Image: NASAs Marshall Space Flight Center (Flickr)

Go Beyond Customer Acquisition• Retention is Key to Lifetime Value• Social Media Amplifies Lifetime Value – Customer Evangelists Recruit Other Customers• Track Negative Statistics – Bounce Rate (No Interaction on 1st page) – Drop Rate (Exiting the Site) – App Uninstalls - Push Notifications – Stop Messages for Text subscriptions – Number of Unlikes – Facebook – Thumbs Down - YouTube• Identify Root Cause for Social DefectionsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 17Image: Gravitywave (Flickr)

Social Media Tools• Local Listings – Yext, Localeze• Monitoring – SocialMention, Radian6• Dashboard – HootSuite, CoTweet• Influence – Klout, Crowdbooster• Blogging – Wordpress, Compendium• Comments – Disqus, Echo• Web Metrics – Google Analytics, Omniture• Inbound Marketing – HubSpot, NeolaneFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 18Image: L. Marie (Flickr)

Why Mobile Matters• Mobile Internet Growth: – 8x Faster than Desktop Internet in 1990s• Mobile Search Growth: – 400% since 2010• By 2015: – One Mobile Device for Every Person on EarthFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 19Image: archer10 (Dennis) SLOW (Flickr) Source: Google (2012)

Mobile Platform Fragmentation• Form Factors – Smartphone – Tablet – Netbook• Operating Systems (US Share) – Google Android 47.2% – Apple iOS 33.4% – RIM Blackberry OS 14.8% – Microsoft Windows Phone 1.3% – All Others 3.3%• Hardware – Front-facing Cameras – Voice Commands – Near-Field CommunicationsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 20Image: LexnGer (Flickr) Source: Netbiscuits GmbH (2011)

Mobile Users Giveth & Taketh• Good News – Mobile Users Are Engaged Buyers • Mobile-specific Site Increases Engagement by 75% • 51% of Consumers More Likely to Purchase from Retailers with Mobile-friendly Websites • 1 in 5 Mobile Site Visits Produce Immediate Call• Bad News – Mobile Users are Unforgiving • 74% Won‟t Wait Over 5 Seconds for Mobile Page • 78% Mobile Web & 80% App Users Will Only Try a Site Two Times or Less if it Doesnt Initially WorkFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 21Image: marc.nicolas (Flickr) Source: Equation Research/Compuware (2012)

Apple Patents - Mobile End-Game?February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 22Image: Motorola (2011 Super Bowl Ad)

Mobile Design - Best Practices• 1. Keep it Quick• 2. Simplify Navigation• 3. Be Thumb-friendly• 4. Design for Visibility• 5. Make it Accessible• 6. Make it Easy to Convert• 7. Make it Local• 8. Make it Seamless• 9. Use Mobile Site Redirects• 10. Listen, Learn and IterateFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 23Image: Jason Mcdermott (Flickr) Source: Google/DudaMobile (2012)

Measurable Events – Mobile• Mobile Web • Mobile App – Active Daily users – Download App – Time Spent on Site – App Favorite / Like – Page Views – App Rating – Click-stream – App Comment – Clicks to Call – Active Daily users – SMS/Text Subscription – Time Spent Using App – Map/Directions Use – Function / Module Use – Check-In – mCommerce Revenue – Purchases – Profitability – mCommerce Revenue – ProfitabilityFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 24Image: Leo Reynolds (Flickr)

Mobile Analytics = Web Analytics... Except They‟re Totally Different• Mobile Not Always Connected to Web – Some Apps Store Some Metrics• Apps Are Downloaded – Cant be Changed Dynamically – Requires Update by User to Change• Lack of Visibility / Access Limitations – Social Networks – Mobile PlatformsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 25Image: Photographer (Flickr) shaun wong (Flickr)

Link Important mCommerce Metrics• Traffic Metrics – Traffic Source – Users (New & Returning) – Sessions (Time of Day)• Sales Metrics – Number Items – Cart Value – Total Payment – Promotional Discount Applied – Coupon Used• Mobile Metrics – Device – Operating System – Carrier – Country – AppFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 26Image: Curtis Gregory Perry (Flickr)

THANK YOU Robert Cole Founder RockCheetah robert@rockcheetah.com +1.262.309.9560 skype: robertkcole rockcheetah.com/blog facebook.com/rockcheetah Twitter: @robertkcoleParticipating Sponsors: February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference 27

Kris Strauss Vice President Sales & Marketing OB Sports Golf Management kstrauss@obsports.com Direct: (480) 776-8109 - Cell: (480) 518-5003 @krisstrauss www.obsports.com www.facebook.com/obsports - @obsportsgolf www.youtube.com/obsportsgolfParticipating Sponsors:

OB SPORTS SOCIAL MEDIA LEADERBOARD

OB SPORTS DATABASE LEADERBOARD

YOUR SOCIAL NETWORK FOCUS Step 1: Appoint Social Network Guru Step 2: Grow The Audience Fan Counts / Follows / Downloads Step 3: Engage, Entertain, Educate

CONSIDER CHECK IN CAMPAIGNAdded 50 Fans in One Month – Now Over 1300

TETHEROW GOLFER PHOTOSFacebook.com/TetherowGolf - 2422 Likes

ASK QUESTIONS / START CONVERSATIONFacebook.com/TetherowGolf - 2422 Likes

CONSIDER FACEBOOK ADSTargeted and affordable!(CPC is .80 - $2 (Google is now $2-$3+)

FACEBOOK ADSSedona Results: $500 Investment Resulted inadditional 600 Fans. Now at 1338 Total Fans.Golf & Wedding CampaignsOptions: Advertise Page, or Drive To Website

FACEBOOK SUCCESS STORIES We-Ko-Pa Golf Club – Fort McDowell, Arizona

Pick The Final Four Of The Accenture Match Play & Win One Of Five Twosomes Emailed to Database RESULT: DOUBLED FANS/LIKES! From 432 to 893 Today Total: is 1589Facebook.com/WekopaGolfClub

FACEBOOK SUCCESS STORIES McDowell Mountain Golf Club – McdowellMountainGC.com

FACEBOOK SUCCESS STORIES Pick The winner of Pebble Beach AT&T & Win One Of Five Twosomes Emailed to Database RESULT: DOUBLED FANS/LIKES!

POST FUN IMAGES – RAVEN GC PHOENIX

PROMOTE SPECIAL EVENTS

PROMOTE YOUR NON GOLF EVENTS

ANGEL PARK GOLF CLUB FACEBOOK FAN DAY118 players. Raised “Likes” from 214 to 654Facebook.com/AngelParkGolf - 1883 Likes today

PROMOTION OF OUR GOLFER OF THE DAY

FACEBOOK GREEN FEE PROMOTIONS

FACEBOOK TEE TIMESGolfswitch, Golf Now/Golf Channel Solutions & Quick 18 will add a booking engine to your FB Page

FACEBOOK TEE TIMES – RAVEN GC Phoenixwww.ravenphx.com Facebook.com/ravenphx Twitter.com/ravenphx

www.longbowgolf.com Facebook.com/longbowgolfclub

TWITTER BEST PRACTICES Search Keywords and Follow, Retweet, etc @angelparkgolf @obsportsgolf Use Short URLs: https://bitly.com/ TinyUrl.com Consider linking Facebook/Twitter Use Hashtags  #obsports #lasvegasgolf  #NGCOA

Hunter’s Creek Golf Club – Orlando@hunterscreekgc - Power user of Hashtags

@highmeadowranch - 520 followers

Mobile Marketing For Golf Industry Personal / Recent Experience - USAA 62

Is your website mobile friendly? Cybergolf – Free Version 63

Other Mobile Website OptionsWe-Ko-Pa Golf Club – Custom Example 64

Longbow POS Sign –Promotion of App

Mobile Tee Time Options:• FORE - Web• Golf Channel Solutions - WAP• Golfswitch - App• Quick18 - App

1614 Total Rounds Booked - Jan 2012• 403 Via Course Website• 303 booked VIA MOBILE DEVICE / APP

Use of QR Code to Drive Traffic to Mobile Booking PageCheck in counter, ads, and elsewhere

Text Clubs

Text ClubsThe Legacy Golf Club - One “off-season” Text($15 Off On Tuesday) drove 58 rounds for $2271

QR Codes

Mobile Marketing – OB Sports AppOB Sports unveiled the first of it’s kind and OB Sports Golf App Coming Q1 2012 – OB SPORTS 2.0 APP! 75

OTHER Considerations:YouTube Channel, Trip Advisor, Yelp, Google Places etc. 77

SOCIAL MEDIA BEST PRACTICES Appoint A Social Media Guru Empower and Provide Goals Messaging - 50/50: 50% (or more on Entertaining, Educating or Amusing) Ask Questions Contests/Sweepstakes Use Photos Link to interesting articles, your instruction videos (your youtube channel), etc.

FACEBOOK BEST PRACTICES Consider Multiple Admins Ask Questions Contests/Sweepstakes Link to interesting articles, quotes, etc Contests/Sweepstakes Post instruction videos (your youtube channel), etc. Use Photos - Golf shots, fun images, etc. Link to interesting articles, quotes, etc. Promote your page! Links on email, website, signage on property, cart signs

TWITTER BEST PRACTICES Search Keywords and Follow, Retweet, etc @angelparkgolf @obsportsgolf Use Short URLs: https://bitly.com/ TinyUrl.com Consider linking Facebook/Twitter Use Hashtags  #obsports #lasvegasgolf  #NGCOA

MOBILE MARKETING Use of QR Codes Consider creating Text Club Mobile Friendly Websites Mobile Tee Times Mobile App

Measuring and Monetizing Social Networking and Mobile Media Robert Cole Kris Strauss Founder Vice President Sales & Marketing RockCheetah OB Sports Golf Management rockcheetah.com obsports.com facebook.com/rockcheetah facebook.com/obsports @robertkcole @obsportsgolfParticipating Sponsors:

http://www.rockcheetah.com	1113
http://feeds.feedburner.com	34
http://www.shopngirl.com	30
http://rockcheetah.com	16
http://feeds2.feedburner.com	5
http://connect.phocuswright.com	4
http://translate.googleusercontent.com	3
http://experiment.ly	2
http://www.tipsfromthetlist.com	2
http://www.netvibes.com	1

NGCOA - Measuring and Monetizing Social Mobile

by Robert Cole on Jun 28, 2012

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NGCOA - Measuring and Monetizing Social Mobile Presentation Transcript