Social Media for Golf - GMA Conference 2011
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Social Media for Golf - GMA Conference 2011

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Social Media is the 21st century’s ‘Word of Mouth’ for Communications and Marketing. ...

Social Media is the 21st century’s ‘Word of Mouth’ for Communications and Marketing.

For any club, a successful Social Media Strategy gives stakeholders a reason to talk about your product, and a platform to make it easier for that conversation to take place.

Social Media offers clubs a cost-effective and complimentary platform to address many areas of operation including Public Relations, Customer Service, Loyalty Building, Networking, Leadership and Customer Acquisition.

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  • Intro slide / Intro speech Thanks to GMA Apology from Jeff Social Media v Teenage Sex joke Not going to suggest that world will collapse without a SM presence
  • Introduce SECTIONS Take you through some of the issues clubs should be thinking about in articulating a SM strategy In some cases a SM strategy (at this stage at least) may not be relevant Important to remember that it requires resources – nothing shows up a half ass effort like SM If you are sceptical that platforms can’t be regularly resourced with engaging material – don’t attempt it!
  • Resources / slide also at end of presentation Some useful resources referenced where applicable
  • BBSes were small servers powered by personal computers attached to a telephone modem, where one person at a time could dial in and get accessOnline services, like Prodigy and Compuserve, were the first large scale corporate attempts to bring an interactive, “social” online experience to the masses
  • 1991 onwards – dawn of WWW 1992 email – reached it’s nadir in 1998 with Tom Hanks & Meg Ryan
  • 1998 instant messaging1999 Peer 2 Peer networking i.e Napster (lots of fun until ruined by Metallica)
  • Earlynaughties – dawn of the Social Networking site Facebook public launch in 2007
  • ……… Has now become all this Do you need to know all these – ABSOLUTELY NOT
  • Now to dispense with the Theory ……………. Define definition
  • Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
  • Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
  • By way of example – compare Australian Club Golfer vs Australian Facebook User
  • Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
  • Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
  • General intro to SM Opportunity (JB add notes if required)
  • In the Funnel of Planning, Marketing is a part of the Annual Operations Plan – it is the Marketing activity that drives revenues!
  • SM is one of 12 Marketing Platforms that you can use to communicate your message.Refer to BOTC – Feb Edition – useful Marketing Resource
  • Regardless of the medium or mediums you choose to use for Marketing, this is what you are trying to achieve with your initiatives.Light blue – Marketing Campaign / Dark Blue = punter Two key words on this slide.Measurement (learn) and Repeat.If you aren’t measuring, then you are absolutely wasting your time – consider your marketing costs a donation for a needy cause!
  • So in order to make this presentation today pointy and really relevant, we did some research to help support and develop our opinions.Who in the room responded to the Managers Survey?
  • Explain HIGHEST to LOWEST ranked responses (what Managers & punters are saying is most and least important)
  • JB add notes
  • The younger you are – the more likely you are to have a better understanding of SM
  • From 98 respondents – almost half currently using FB Small numbers on other platforms From those with nothing on the boil currently – over half said no plans to use anything so what this says to me is that many of you think that SM is either not relevant to your business, requires too much time, or that you don’t have the knowledge required? Hands up who has that view?
  • GMA slightly more pessimistic than punters
  • the question that therefore follows is why aren’t they interested? It must be the content. So this leads us to the Process
  • Introduce the 6 stage process that clubs should be considering Introduce our research results against the desired process (what clubs are telling us they are doing and what the punter says they expect)
  • Suggested objectives – Marketing
  • Suggested objective – communications
  • What GM’s are articulating as their objectives No directly comparable punter question
  • JB to add notes if required
  • Major opportunity for clubs to engage other staff
  • Suggested content strategies
  • Compare what clubs are using SM for and what punters expect Competition Results highlighted as major point of difference Currently technology may not support the uploading of comp results – needs to change Australia comp driven market – reference findings of USGA handicapping implementation
  • Suggested platforms Facebook as a starting point You Tube & Blogs – most under utilised Twitter – new media platformLinedIn – personal development & business support (groups etc)
  • GM response to promotion Highlight links in emails – verbal advise says it works well
  • Introduce the 6 stage process that clubs should be considering Introduce our research results against the desired process (what clubs are telling us they are doing and what the punter says they expect) Measure – ROI easy to measure with SM
  • GM response to promotion Highlight links in emails – verbal advise says it works well Don’t get caught behind with SM - Better the devil you know then starting from the beginning when the world has passed you by....If you aren’t measuring what you are doing (with any marketing you are undertaking) then all you are doing is hoping for effectiveness, not planning for it and benefitting from it, which after all, is the whole reason for marketing.Not going to suggest that SM is a magic bullet to fix ailing facilities HOPE is not a strategy – not a build it and they will come type scenario If your product sux – SM won’t fix it – it will exacerbate the problem by spreading the word faster
  • Intro to major platforms
  • Uses for Facebook
  • Facebook layout overview
  • Custom Tabs
  • Promotions / third party suppliers available at little or no cost
  • Promotions / third party suppliers available at little or no cost Cost Per Click (CPC) advertising allows you to specify a certain amount that you are willing to pay each time a user clicks on your ad. Many CPC (cost per click) advertisers are more interested in having people click through to their website in order to drive conversions. Cost Per Thousand Impressions (CPM) advertising allows you to specify how much you are willing to pay for 1000 impressions (views) of your ad. Most CPM (cost per thousand impressions) advertisers feel that it’s more important where their ad shows up and what it ad looks like. These advertisers are also more focused on spreading brand awareness than accruing conversions.
  • Intro to LinedIn
  • Uses for LinkedIn Make reference to promoting sponsorship opportunities through business networks
  • Intro to blogs
  • Uses & Topics Reference that many clubs seem scared off by need to continually create fresh content Easy to achieve with buy in from staff Content needn’t be club specific but used to highlight staff expertise – very good selling point
  • Superintendents – Kings of blogs Reference Peter’s blog and comments Reference AGCSA links page which provides more links to blogs
  • Intro to Twitter
  • Uses Highlight that TWITTER is a NEW MEDIA platform – use it as a broadcast tool
  • YOU TUBE Most under utilised resource Golf such a visual game – obsession with course rankings, architecture etc Yet little work done with video
  • Uses – highlight intro to Viral marketing success
  • Viral Marketing highlights Benchmark for clubs Hpnorable mention to 13th beach too – up to episode 30 of their vodcast
  • Future stuff
  • Fuck Off!

Social Media for Golf - GMA Conference 2011 Social Media for Golf - GMA Conference 2011 Presentation Transcript

  • SOCIAL MEDIACommunications & Marketing in Golf
  • Today’s Presentation• History• Theory• Planning• Our Research• The Process• Platforms
  • Resources• www.socialmediaexaminer.com• www.hubspot.com• ‘A Golf Club’s Guide to using Social Media ….’ – Andrew Wood, www.cunninglyclever.com• http://golfsouthaustralia.blogspot.com
  • HistoryBulletin Board Systems Commercial Online(BBS’s) – (1979 – 1995) Services (1979 – 2001)
  • HistoryWWW (1991 …) Email (1992 ……)
  • HistoryIRC & Instant Messenger P2P / BitTorrent Sharing (1998) (1999)
  • History Social Networking & Social News Websites Friendster My Space Facebook2002 - 2003 2004 2007
  • Definition Giving people a reason to talk about YOURSTUFF & making it easier for that conversation to take place SM = mobility and tactics for making those messages more shareable
  • Why it is working• Users are not forced to view or use social media like an ad – they choose to use it• The ‘old’ communication model was a monologue• The ‘new’ communication model is a dialogue• The goal is not to control the conversation - it is to enable, inspire, influence and engage
  • Why it is workingReach Provide scale and enable anyone to reach a global audience.Accessibility Social media tools are generally available to anyone at little or no costUsability Doesn’t require specialist skills or training like traditional mediaTimeliness SM is capable of virtually instantaneous responsesPermanence SM can be altered almost instantaneously by comments
  • We like the ‘Web’Quick Stats• Internet grown 14% since 2009• 1.9 billion ‘Internet’ users worldwide• 255 million website (21.4 added since 2010)• 152 million blogs
  • We like to ‘Connect’ Quick Stats• Facebook overtaken Google as the most visited website• 175 million Facebook users log on every 24 hours• 65 million access through a mobile device• 30 billion pieces of info shared on Facebook every monthAustralia• 10.63 million FB users• 49% total population / 62% online population __________________________________________________________ Ref: www.socialbakers.com
  • Facebook Australian Club Golfers Australian Facebook Users <24 39% 6% 11% 25-34 26% <18 6% 10% 35-54 17% 18 - 34 10% 39% 55+ 9% 35 - 54 30%53% 55 + 53% 28% 30% 26%
  • We like to ‘Talk’Quick Stats• 25 Billion tweets sent in 2010• Grown to 138,000 tweets per minute (2,314 per sec)• 200 million registered Twitter users• Only 5% of Twitter users create 75% of the content
  • We like to ‘Watch’Quick Stats• 3000 photos uploaded to Flickr per minute• 3 Billion photos uploaded to Facebook each month• 2 Billion videos watched on You Tube every day
  • The Opportunity• To create a community of ‘users’ loyal to your brand• Achieved by sharing interesting & engaging content• Builds trust and rapport with users that share content with others• The more ‘public facing’ your business, or the closer your membership demographic aligns with the SM demographic – the more the need for a well articulated SM presence.• Comment is equally relevant to other marketing mediums - you are seeking a way of getting to your market, AND INFLUENCING THE DECISIONS THEY MAKE.
  • Where does SM fit?
  • Marketing Plan
  • Marketing Process
  • Our Research Players GMA490 responses 98 responses
  • GMA Research Which of the following statement do you agree with?Most – Social Media can assist in Marketing & Promotions – Social Media can assist in Member Communication – Social Media can assist in Attracting green fee rounds – Social Media can assist in Attracting new membersLeast – Social Media can assist in Online retail (ecommerce)
  • Our Research To what extent do you agree / disagree with the following statements?Most – SM management should not be a time consuming activity – Web providers provide easy links to SM platforms – Members will expect my club to be active in SM – I think our club will be left behind in respect to communications and marketing if we do not utilise SM platforms for these activitiesLeast
  • GMA Research How good is your understanding of SM platforms? Age of Respondents- Very good understanding - 3% >35 - 11%- Good understanding - 22% 35-44 - 28%- Reasonable understanding, not great - 32% 45-54 - 22%- Limited, basic understanding - 40% 55-64 - 33%- No understanding at all - 3% 65+ - 6%
  • GMA Research PLATFORMS Current Yes / No Future49% Facebook Page 17% Facebook Page14% Twitter 13% Twitter12% You Tube 8% You Tube6% Blog 1% Blog4% LinkedIn 5% LinkedIn64% None other 53% None
  • Our ResearchIn general how well does your club utilise it’s Social Media platforms? Scale 5 – Very Good 4 – Good 3 – Average 2 – Poor GMA Players 1 – Very poor (2.5) (2.8)
  • Our Research Player Profile– 39% of respondents had a personal Facebook page– 16% of their clubs had a Facebook page– Only 8% advised that they followed their club Facebook page– From the ‘no’s’ - 63% stated that they ‘weren’t interested’
  • Challenge
  • … recommendedwww.catsthatlooklikehitler.com
  • The Process1. Define objectives2. Allocate budget & resources3. Create your content strategy4. Create your platforms5. Promote6. Measure
  • Objectives - Marketing• Raising general brand awareness• Recruit new members• Enhancing member or customer service• Building your email list for future marketing purposes• Driving traffic back to your blog or club website• Increase Search Engine Optimisation (SEO)
  • Objectives - Communications• Send announcements to members• Encourage members to engage with each other• Promote club events to members• Solicit feedback from members
  • Objectives - ResearchMost Use GMA – Promoting club services & facilities – Raising brand awareness – Enhance customer service – Grow email databaseLeast Use – Advertise membership opportunities
  • Budget & Resources• Opportunity to get staff ‘buy in’• Define roles & responsibilities (Who, What, When, Why, Where)• Allocate funds for development / advertising
  • Budget & Resources GMA Research (Who is administering SM?)– 35% General Manager– 35% Admin staff– 12% Other dedicated staff– 6% Golf Ops staff
  • Content Strategy• Articulate a plan (who post’s where and how often)• Update all platforms regularly• Cross promote across all platforms• Mix club news with OPM (other people’s material)• Look for engaging material (it’s not an advertisement)• Prepare to accept feedback (good and bad)
  • Content - Research GMA Players MostMost Use – Posting Club News – Booking rounds Preferred – Uploading Photos – Competition Results – Running promotions – News – Advertising Special Events – Photos – Promoting F&B / Functions – Member DiscussionLeast Use – Competition Results Least Preferred
  • Platforms- Facebook- Twitter- Blogs- Linked In- You Tube
  • Promotion• Include SM logos / links – Website – Annual Report – Stationary – Signage – Score Cards – Email (club & bulk) – Other advertising
  • Promotion - Research Most GMAFrequent – Links on club website – Links in email signatures – Display logos on print advertising – Display logos on stationary & publications LeastFrequent
  • The Process1. Define objectives2. Allocate budget & resources3. Create your content strategy4. Create your platforms5. Promote6. ……….. Measure
  • Conclusions• SM in its ‘infancy’ in Golf terms• SM demographic doesn’t match the club demographic (both a challenge & opportunity)• The golf club SM experience isn’t matching that of other brands• SM shouldn’t be a time consuming exercise (Resourcing Strategy)• Web providers will need to assist to deliver what the player expects• Facebook minimum platform
  • Facebook• Highlight club events, services• Photo gallery / video from club events• Promotions• Updates• Links to external articles, websites, videos• Incorporate your other SM platforms __________________________________________________________ Ref: Cunningly Clever, Golf SA
  • 2 1 Examples1. Logo Box2. Photo Strip 43. Linked Platforms4. Content 3
  • ExamplesCustom Tabs
  • Sweepstakes Trivia ExamplesPromotions Contests Favourite Picks Coupons Quiz
  • Examples Criteria: Sport, Golf, Physical Fitness, outdoor Activities, HealthAdvertising Adelaide 32,500 Melbourne 90.040- Large audience Perth 42,220- Targeted Brisbane 59,560- Measurable (ROI) Sydney 108,060- Cost effective Hobart 5,280- CPC v CPM
  • LinkedIn• Uses – Improve SEO – Finding new employees (or a new job) – Checking reference of Suppliers through recommendations – Advice through Groups – Cross reference your other SM platforms (Blogs, Twitter, Facebook etc) – Promote sponsorship opportunities __________________________________________________________ Ref: Cunningly Clever, Golf SA
  • Blogs• Uses – Strengthens relationships with customers & members and creates opportunities for feedback – Increases traffic back to website and helps SEO – Creates a database of searchable information – Can Involve all staff and showcase their knowledge as experts in their field• Topics – Pro - tips – Chef - tips & recipes – Superintendent - course update, general gardening tips – Golf Operations – competition update, rules & handicapping advice __________________________________________________________ Ref: Cunningly Clever
  • Blogs Case Study“………. it is without question the bestthing I have done for communicatingwith the members”Peter LonerganSuperintendentCoolangatta Tweed Heads Golf Club http://coolangattatweedgolfcoursemaintenance.blogspot.com/
  • Twitter• Uses - Develop and promote your brand - Interact with members / customers - Track what people are saying about your club - Create ‘buzz’ around coming events - Cross promote other content and SM platforms - Generate sales leads - Develop direct relationships with bloggers, journalists for potential PR placement
  • You Tube• Uses – Promote the visual attraction of your facilities – Showcase club activities – Involve staff & promote them as experts in their field – Showcase facilities or events to potential members or sponsors – Possibility of ‘viral’ marketing success
  • Case Study The Carbrook Shark• 2 April – 34s of video posted to You Tube• 4 April – link sent to Channel 7 & Channel 9• 5 April – Channel 9 news segments• 6 April • video picked up by Yahoo Mail feed • 3000 views by 9am / 6000 by 11am • video now featured on Yahoo Sport / 280,000 views by 3pm / 700,000 by 7pm• 7 April – 1.8 million views• 18 April - 2GB radio interview• 23 April - National Geographic feature 2,021,554 (Oct 2011)
  • Future Stuff• Mobile development• Locational Marketing• Integrated web design• Brand Ambassadors• New platforms (Google + …..)
  • Resources• www.socialmediaexaminer.com• www.hubspot.com• ‘A Golf Club’s Guide to using Social Media ….’ – Andrew Wood, www.cunninglyclever.com• http://golfsouthaustralia.blogspot.com
  • Thank You• Questions?Phil Laurie & Jeff BlundenOctober 2011