What Is Social Media? What is Social Media? “ Social media is a communications medium that relies on its audience to create, modify, or distribute the medium’s content.” Social Media Content Types • Forums • Blogs/Micro-Blogs • Wall Postings • User Ratings & Reviews • Social Bookmarking • Pictures/Video • Calendars/Events • Wikis • Email • Instant Messaging/SMS
Where Is Social Media Every month… • 10 billion minutes spent • 18 million new profiles created • 850 million photos shared • 5 million videos uploaded • 24 million pieces of content shared • 2 million events created
Do Golfers Use Social Media • National Golf Foundation (NGF) recently released a study on golfers' social technology (ST) participation habits: • Findings: 61% of Core golfers visit a social networking service (such as Facebook) at least occasionally. • Facebook, with 38% penetration • LinkedIn with 25% penetration "Social media continues to grow rapidly - and not just among younger groups. All golfers are talking - about the places they play and the equipment they use. Therefore, companies should be listening to what is being said about them, and joining the conversation." - Joe Beditz, NGF president and CEO
Best Uses for Social Media Best Uses for Social Media • Active listening (customer feedback) • Social branding • Driving tee times & revenue • Driving event participation • Viral marketing
So Many To Choose From… • 104M+ unique visitors • 18+ billion PVs • 10.4+ billion mins on site • 38.6% total Internet reach • 600K new registrations/day Source: Compete, Comscore (April ’09) • 19M+ unique visitors • 384+ million PVs • 281 million mins on site • 9.7% total Internet reach • 5-10K new registrations/day Vs.
Simplicity – Our 100% Web-based solution requires no software or hardware installation. Log in to your account and send your text messages — it only takes a few seconds.
Scalability – Our data centers can send thousands of text messages per second, and they can scale to meet the needs of your business… no matter how large.
Reliability – Our messaging platform is hosted in world-class facilities across several geographically dispersed cities, each with multiple connections to the country’s internet backbone and backup power and HVAC systems.
Security – The Intellicue website and data centers utilize these security features:
SMS messages are short, forcing you to be clear and concise. Build customer trust and intimacy by alternating information and sales offers.
At the right time…
Reach prospects and customers at the point in time that is most relevant to your offer, particularly if you time your offers to when your customers are most likely to buy – for instance a tee time offer over the weekend or a merchandise offer during a tournament.
No matter where your customer is…
In most cases, mobile phone users have their phones with them virtually full-time and this expands the contact window considerably over other marketing methods.
In a fresh new way…
Since such a high percentage of email is spam, many customers are now ignoring email messages. Less than 10% of mobile messages are spam and that means it’s much more likely that your SMS message will be read.
Develop the promotion plan you will use to build your list.
Mobile marketing is strictly opt-in.
You cannot purchase mobile phone number lists. Sending messages to phone numbers that have not opted-in to your promotion is against industry guidelines and you risk customer backlash and legal action.
Instead, you will need to build a plan to promote your mobile list.
Develop your offer…
To achieve a high opt-in rate, you need an offer that is particularly meaningful to your target audience. Mobile marketing offers have to be customer benefit-driven. Some popular mobile marketing offers for golf are:
Free offers – Monthly lottery of golf, merchandise, food, etc…
Coupons – Discounts on merchandise, greens fees, etc…
Information – Frost delays, hole-in-one announcements, etc..
Make your customers aware of your mobile marketing channels. Here are a few ways that work…
Email marketing: Promotion of your mobile marketing program can be especially effective via email marketing. Use your email list to promote your mobile marketing efforts and encourage your customer to opt-in.
In-Venue: Mobile marketing can be promoted while customers are on-site. Verbal information and instructions are very effective. Printed information and instructions are helpful. Consider displaying in pro shop, printed on receipts or marketing materials, or on course signage.
On your website: Use a widget or web form to allow customer to subscribe to your mobile marketing campaign. The widget should appear on high traffic areas such as your homepage and again on your purchase confirmation page, for instance.
Mobile marketing programs don’t work in a standalone environment. Your mobile marketing programs must be communicated via other marketing channels, and mobile marketing is best used as part of an integrated marketing campaign.
As with any marketing technique that you are using, you should focus on measuring its effectiveness.
While mobile marketing reporting is not as robust as email reporting, you can still gather important information that will help you determine ROI and to drive decisions about future programs. These include:
Overall response by keyword or short code to track how your promotional media worked.
Response to campaigns – Encourage customers to show their text message to take advantage of your offer.