4. Background - Integrated Internet Marketing
Search Engine Search Engine Social
Optimization (SEO) Marketing (SEM) Media
Making web sites suited for Google, Yahoo, Bing Facebook, Twitter, LinkedIn to
recognition by web crawlers, Sponsored Links purchased create “relationships,
improving volume of traffic to by Keyword Search (PPC – experiences” with customers
the website - organic search Pay per Click)
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5. Class Assignment
• Two major trends
1. Smartphone used more than PC.
For what?
• Content consumption - accessing
internet for information
2. Three very different platforms
competing for how we use the
Internet
• How can a golf course attract
new customers?
– SEO/SEM to be found in search
engines. See Appendix.
• How can a golf course use
social media to improve its
business?
– Brainstorm potential applications
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6. Golf Industry - Case Study
Current Situation
• “Declining participation by the average golfer
and lack of new golf enthusiasts”
– Too much capacity directed to higher incomes
– 22% of golfers score <90. Is risk 78% feel less than
satisfied when playing?
• Demand Decreasing
– 26.2 million golfers in the US
• 33% seniors, increasingly on fixed income
• 45% aged 18 to 49, flat real income growth
• 22% junior golfers, down 24% since 2000
– 489 million rounds played in 2009, -6% since 2000
• Supply Increasing
– 16,057 golf facilities in US
– 1,141 in construction (pre-recession) or +7%
Problem Statement
• Market conditions causing price pressure
• Need new ways to attract, retain, satisfy golfers
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7. Golf Industry - Case Study
Social Media Brainstorm
• Current use of Social Media by Golf
– YouTube: Lessons, bloopers, tips, disc. But not golf course
experiences.
– Facebook: stores, directories , PGA. Very few courses w/“Wall”.
• Limited use of Social Media. Is there an opportunity?
• If so, Key Success Factors are…
– Establishes a unique relationship or experience with golfers in a
local community
• Repeat play
• Connects people to the course digitally, but also gets them on the course
– Grow the industry
• Reduce price pressure
• Increase number of golf rounds played
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8. Golf Industry - Case Study
Social Media Brainstorm – Ideas Generated – Others?
1) Golfers share 1) Videos of “How to Follow the Pro:
update of rounds and play the course” – Pro
1) Commentary on
experience advice
major PGA/USGA tour
2) Monthly Friday 2) Monthly video of events and players.
Night Happy Hour and people, play, and Post on FB as well.
Putting Contest – share scenes on the course.
2) Encourage people
results, pictures on Post on FB. Email to
taking a lesson (and
Wall “golf card” players.
others) highlighting
3) Find a Group to join 3) “Behind the Scenes” progress, key advice
when needed (ask on video of course
3) “Course Comment”
the Wall, share golf operations and
while playing – make
profile) maintenance
an invite
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9. SEO/SEM used in Golf Industry – Following pages are background and
examples.
APPENDIX
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10. How?
SEO SEM
• Internal and external website • Adwords – text ad placed for
analysis keywords “purchased”
– 20-30 “tightly themed”
• Link building – 2 or 3 word phrases best
• Proper website architecture – Test, refine regularly
and development • Broad, phrase, or exact match
• Competitor analysis • Pay only when a user clicks on
your ad. Click Thru Rate = 3-5%
• Keyword research and • Goals: Direct response or
optimization (tags and titles) Branding/Awareness
• Content development (blogs) • Can target geographies
• Ad Rank = Bid price +
Relevancy measure
• Daily budget or max CPC
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11. Results?
Conversion: action desired by the marketer
Marketing Sherpa survey of 679 companies
engaged in search marketing activities (5/10)
found:
1. Online sale of product/service
Organic conversion rate: 7.2%
PPC conversion rate: 5.0%
Shopping engine conversion rate: 6.6%
2. Lead generated (registration data or email obtained)
Organic conversion rate: 7.0%
PPC conversion rate: 5.8%
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12. Google Search Response
“OC CA Golf Courses” “OC CA Golf”
How operators think? SEO-website How Consumers think? SEM-Related Search
1. Orange County Golf Courses 1. Golf lessons OC CA
2. Pelican Hill Golf Club 2. Discount Golf Tee Times
3. River View Golf Club 3. OC Golf Tee Times
4. Tustin Ranch Golf Club 4. Discount Golf Sites
5. Strawberry Farms Golf Club 5. Golf Carts OC CA…
6. Newport Beach Golf Course 46. Golf Newport Beach
7. Rancho San Joaquin Golf 47. Golf Palm Springs
8. Brea Creek Golf Course 48. San Clemente Golf
9. Orange County Golf Courses 49. Costa Mesa Golf
10. Black Gold Golf Club 50. OC National Golf
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