Mirko Lorenz Data Driven Journalism Overview Seminar Ordine dei Giornalisti d...
Open for All Presentation
1. A PRESENTATION FOR THE USGA + FOX SPORTS UNIVERSITY
MKTG 490 | ABHISHEK BORAH | UNIVERSITY OF WASHINGTON | MARCH 12, 2015
AUSTIN MILLER | KATIE WOODMAN | SARAH ZDANCEWICZ | DEME XENOS
SLIDE DESIGN (C) D. XENOS
3. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
PURPOSE
AN INTERNAL EVALUATION OF GOALS
TO EXTEND THE US OPEN
CHAMPIONSHIP BEYOND
THE GREEN BY CREATING A
SOCIAL MEDIA BUZZ IN
SEATTLE, BUILDING HYPE
AROUND THE OPEN FOR ALL
EXPERIENCE TO INCREASE
VIEWERSHIP AND ENGAGE
SEATTLEITES AND OTHER
VIEWERS.
4. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
BACKGROUND
AN EXTERNAL EVALUATION
5. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
BACKGROUND
AN INTERNAL EVALUATION
6. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GOALS
AN INTERNAL EVALUATION OF GOALS
8. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
COMPETITON
EXTERNAL EVALUATION
FREMONT FAIR (June19 – 21)
Attendance is over 100,000
MARINERS BASEBALL (June17 – 24)
Home games versus Giants (17-18) & Astros (19-21)
UW COMMENCEMENT (June 13)
ROCK & ROLL MARATHON (June13)
One-day events (commencement + marathon), but
people tend to stay longer, many out-of-towners
10. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | FACTORS TO CONSIDER
ICONICSEATTLE
LOCATION
BIGEVENTS
ALREADY
SCHEDULED
EASEOF
TRANSPORTATION
(ACCESSIBILITY)
PARKINGFOR
ATTENDEES
LARGE,
OUTDOOR
VENUE
11. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | ICONIC SIGHTS
12. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | ICONIC SIGHTS
13. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | SEATTLE CENTER + FISHER PAVILION
Iconic vista
Seattle Space Needle + Pacific Science Center
Large outdoor space
able (and encouraged) to rent building as well
Heart of downtown Seattle
attractive location
Very accessible
by car, light rail, and bus
Metropolitan area
plenty of accommodation choices nearby
Parking
street and plenty of nearby garages + lots
14. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES
15. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES
16. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | SEATTLE CENTER + FISHER PAVILION
- Heart of the Seattle center
- 21,000 square feet
- 19,000 square foot rooftop plaza
- 1,200 person capacity inside
- Lots of area outside as well (2 acres of green space)
18. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GET HYPED
KICK-OFF GALA | WEDNESDAY JUNE 17 | “WHERE CHAMPIONS UNITE”
IMAGE OF DESIRED LOCATION | FISHER PAVILLION, SEATTLE CENTER
19. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GET HYPED
KICK-OFF GALA | WEDNESDAY JUNE 17 | “WHERE CHAMPIONS UNITE”
FISHER PAVILLION AT THE SEATLE CENTER
A MIXER 21+ TO GET THE CITY EXCITED & BUILD BUZZ,
AWARENESS & EXCITEMENT FOR EVENTS TO COME
20. Noteworthy People:
Tournament athletes + local sports celebrities such as
Russell Wilson, Clint Dempsey, Felix Hernandez, & Sue Bird
Invites:
VIP Invitees + Tournament Athletes
Available for purchase (high promo via social media)
Contents winners via radio advertisements on popular radio stations (KISS 106.1, Movin 92.5, 710 ESPN Seattle)
Vibe:
Mixing the young + trendy with the loyal fans + classiness of the sport
High bar tables, couches, full life sized posters of the players
Get Social:
Event will be live-tweeted + broadcasted by snapchat story via
the Fox + USGA marketing team (in addition to that done by guests)
Get Social:
Make it buzzworthy!
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GET HYPED
KICK-OFF GALA | WEDNESDAY JUNE 17 | “WHERE CHAMPIONS UNITE”
21. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
CONSIDER PARTNERSHIP WITH AMERICAN EXPRESS
DAYTIME EVENTS
THE VIEWING PARTIES | “OPEN FOR ALL” EXPERIENCE | JUNE 17 – 21
22. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
ACTIVITIES
THE VIEWING PARTIES | “OPEN FOR ALL” EXPERIENCE | JUNE 17 – 21
Putt Putt
(Mini Golf)
+
Crafts
(giant golf ball decoration)
Video Game Simulations
+
Mini Golf
+
Social Media Contest
Beer garden
(Pike Place Brewing Company)
+
Photo-booth
+
Entry to win trip to Scotland
(birthplace of modern golf)
24. CAMPAIGN
UNIFIED CAMPAIGN PRIOR + DURING EVENTS
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
25. CAMPAIGN
UNIFIED CAMPAIGN PRIOR + DURING EVENTS
#USOPEN2015
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
27. PROMOTION
VIEWING PARTIES CHANNELS
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
28. PROMOTION
VIEWING PARTIES CHANNELS | FACEBOOK
What: Starting June 1, build hype for Kickoff Gala:
“Where Champions Unite” on June 17th
Goal: Increase likes + shares; raise awareness for
entire event as well as kick-off gala
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
29. PROMOTION
VIEWING PARTIES CHANNELS | VINE
What: Players and attendees posting short videos
Goal: Bring a personal feeling to the event, as if
viewers are with the players themselves
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
30. PROMOTION
VIEWING PARTIES CHANNELS | TWITTER
What: Tweet about the SOCIAL MEDIA as well as
live-tweet the event + updates on the US Open
#USOpen2015 #USGA #FoxSports #golf
Goal: Spark dialogue (thus encouraging
engagement) with players, fans, + viewers
(at event and those watching it from home)
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
31. PROMOTION
VIEWING PARTIES CHANNELS | SNAPCHAT
What: In addition to the marketing team, players,
Seattle residents + Chambers Bay viewers send in
Snapchat videos while at the US Open or SOCIAL
MEDIA to be added to the US Open Snapchat story
Goal: Targeting the millennial generation, increasing
viewership + involvement by a younger demographic
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
32. PROMOTION
VIEWING PARTIES CHANNELS | INSTAGRAM
What: Instagram contest with prizes to win
Goal: Increase VIEWING PARTIES participation;
spread awareness + engagement; help in
becoming viral
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
33. PROMOTION
INSTAGRAM CONTEST | SHOW YOUR GREEN
Show your green. Get the green.
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
34. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
PROMOTION
INSTAGRAM CONTEST | SHOW YOUR GREEN
Show your green. Get the green.
DATES: Wednesday, June 10th 8am - Sunday, June 21st 5pm
(Wednesdays = top day of engagement on USGA’s Instagram)
PRIZES: $1,000 for 1st place; $500 for 2nd place; $250 for 3rd place
REQUIREMENTS: Golf + Seattle + Green
HASHTAG TO ENTER: #USOpen2015, #USGA and #FoxSports
36. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
HYPE TIMELINE
IMPLEMENTATION | KEY DATES OF PARTIES + AD CAMPAIGN
37. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
HYPE TIMELINE
IMPLEMENTATION | KEY DATES OF PARTIES + AD CAMPAIGN
1) Finalize the all bookings (venues to be booked in late March)
2) Begin creation of print + media ads, integrating local sights,
athletes (local and golf), & the color green
BOB JONES AWARD
Though invite only, should be streamed online,
snapchatted, live-tweeted, and shown in Fisher Pavilion
TUE
JUNE
OPEN FOR ALL EXPERIENCE BEGINS
High utilization of all social media channels
Daytime: Athletes finishing practice rounds
Evening: Kick-off Event in Fisher Pavilion 7pm
WED
JUNE
THUR
JUNE
SUN
JUNE
OPEN FOR ALL EXPERIENCE
Live streaming of Chambers’ Bay in Fisher Pavilion
Daytime activities + high promotion on social media
FRI
JUNE
OPEN FOR ALL EVENT ENDS
Daytime: Championship
Evening: Closing Event in Fisher Pavilion 8pm
Begin evaluation of social media
ventures and other
KPIs, such as attendance at
demographic spread
Tear down of venues
(outsourced)
Send survey for attendee
feedback as well as digital
feedback (via FB + Twitter)
Handwritten thank you notes to
all local businesses + athletes
involved during Experience
SAT
JUNE
38. THE IMPACT OF THE
CAMPAIGN AND THE
SUCCESS OF THE EVENTS?
39. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
EVALUATION
VIA SIMPLY MEASURED | THROUGHOUT EVENT
PURPOSE: To understand the connection and commitment of consumers interacting with brand,
measuring engagement rather than simply the CPM or, in colloquial terms, the “cost for eyeballs”
(meaning simple views); examining content of interactions (i.e. what are the tweets saying?)
HOW: SocialMention metrics (how positive, passionate, etc. are conversations); Click-through rate
on website, increased number of followers, & Average Time Per Site vs Bounce Rate
CPM on Snapchat
# of followers (Twitter)
# of friends (Facebook, Instagram)
Demographics &location of followers & friends
Activity level of followers (ex: time since user’s last tweet)
# of likes, shares, retweets
# and context of comments
40. 25%INCREASE
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
EVALUATION
KPIs | POST-EVENT EVALUATION
80%
OF ATTENDEES CONNECTED
VIA 1+ SOCIAL MEDIA PLATFORM
4500 POSTS
ON INSTAGRAM
THROUGHOUT THE
WEEKEND FESTIVITIES
ON SOCIAL MEDIA FOLLOWING
30MIN
OF SNAPCHAT STORIES
(10 SEC STORIES
20 SNAPS
TWICE DAILY
X5 DAYS)
15%INCREASE
OF ATENDEES AGED 18 - 30
50%PASSION
VIA SOCIAL MEDIA ANALYTICS
42. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
RECAP
SEA YOU ON THE GREEN
43.
44. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
EXAMPLE INVITATION COVER FOR KICK-OFF GALA | JUNE 17
45. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS
1. 2014 U.S. Industry total sold through Golf courses & country clubs-Product & Services Report
Barnes Reports
U.S. Metropolitan Areas – Estimated Industry Sales ($Millions)
Year: 2013
Seattle - Tacoma - Bellevue = 136.2 million in total sales
U.S. Metropolitan Areas – Estimated Industry Sales ($Millions)
Year: 2014
Seattle - Tacoma - Bellevue = 142.6 million in total sales
2. Golf: Twitter - % by Age/Gender VIA SBRnet
Number of Followers 2013 - 4,495,000
Number of Follower 2014 - 5,311,000
46. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS
Item 2013 2014
% USING ANY ONLINE DEVICE:
Total Using Social Media (Net) n/a 53.2
YouTube 38.7 37.6
Facebook 29.3 31.1
Google+ 17.7 18.9
Instagram 13.9 15.6
Twitter 11.4 12.9
Pinterest 10.7 12.8
Tumblr 10.1 11.1
Golf: % of Fans Using Social Media, by Device
47. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS
48. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
MIND OF A GOLFER
https://www.americangolf.com/blog/mulligans/the-demographics-
of-golf-inside-the-mind-of-a-golfer/
49. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
MIND OF A GOLFER
https://www.americangolf.com/blog/mulligans/the-demographics-
of-golf-inside-the-mind-of-a-golfer/
50. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS VIA SIMPLY MAP | GOLF-RELATED SALES AT SEATTLE SPORTING GOOD RETAILERS
51. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
PAST USGA OPEN ANALYSIS
Peak interest (100 “points”): June 8 – June 14th
Secondary: June 1- June 7th (21 “points); June 15th – 21st (31 “points”)
Low interest: May 18-24th (7); May 25-31 (13); June 22-28th (4)
http://www.google.com/trends/explore#q=pinehurst%20us%20open%202014&date=4%2F2014%204m&cmpt=q&tz=
52. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA + FOX SPORTS INTEREST
June 2014: Google Trends indicate the correlation in
interest between the USGA and Fox Sports.
Thursday & Saturday of the 2014 tournament
had highest interest for Fox Sports
USGA had the highest level of interest on Thursday;
however Friday and Saturday were popular as well
53. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
GOLF + MILENNIALS
Participation Statistics:
• For the fifth year, overall participation in golf
fell in 2014
• Participation for people aged 18-34 fell 13% in
2013 from 2009
• Running rose 29% in this timeframe
USGA Efforts: “Play 9” campaign
• Reduce costs and costs of playing golf
• $23 for 9 holes
• $52 for 18 holes
Source: WSJ http://www.wsj.com/articles/a-game-of-golf-not-for-many-millennials-1406159228
54. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA CRITICAL SWOT
S - Hosted by renowned golf association, 120
year tradition, reputable players
W - Age of attendees, social media presence
O - Large age segment unaccounted for,
increase in social media usage
T - PGA tour is more well known, golf is seen as
inaccessible to younger generations, “U.S.
Open” is associated with tennis
55. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
PORTER’S 5 FORCES ANALYSIS
Threat of New Entrants: Low
Threat of Substitutes: High
Buyer Power: Low
Supplier Power: High
Rivalry among Existing Firms: Medium
56. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
EXPANDED PROBLEM STATEMENT
The U.S. Golf Association already succeeds in attracting the typical
golfers, especially men between 30 and 60 years old. However,
they hope to increase popularity of golf among the younger
population, ages 30 and below.
The USGA wants a high involvement from younger age groups,
especially in relation to participation in the USGA’s annual U.S.
Open Championship. This can be achieved through social media
and actual attendance to the Open or its related events. Currently
there is no marketing campaign or strategy targeting this age
group effectively and therefore the USGA misses out on the
potential value of this group.
We will create a marketing campaign for the 2015 U.S. Open at
Chamber’s Bay to capture this demographic and establish a long-
term relationship with them and the sport of golf as well as improve
their online engagement with this year’s Open for All event.
57. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
CUSTOMER ANALYSIS
• 62,860,000 U.S. citizens were considered golf fans last year.
These are people who either viewed or attended a golf event.
Their median age was 54 years old.
• 5,063,000 U.S. citizens attended a golf event last year in-person.
59% of these were male, and 41% were female.
• Each age spread accounts for over 20% of golf fans (18-34, 35-49,
50-64, 65+), which suggests that golf attracts fans of all ages
• The West Coast only accounts for 18.1% of golf fans
• Nearly 10,000,000 golf fans viewed a golf event online using their
computers, tablets, or smartphones last year
• 53.2% of golf fans utilize some form of social media
• The median age of fans who follow golf on Facebook and Twitter
is much younger (Facebook - 45 years old, Twitter - 36 years old).
9,537,000 people follow golf on Facebook; 5,311,000 people
follow golf on Twitter.
http://www.sbrnet.com.offcampus.lib.washington.edu/research.aspx?subrid=724
58. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
CUSTOMER ANALYSIS
• According to Social Mention, PGA has a much higher sentiment
rating, with 73 positive mentions to every 1 negative, in
comparison to USGA which has 12 positive mentions to every 1
negative.
• However, the USGA has greater strength, passion, and reach in
comparison to the PGA. It also has a higher number of retweets.
• PGA = 764k followers on Twitter, 740k likes on Facebook
• USGA = 72.5k followers on Twitter, 123k likes on Facebook
via Social Mention & respective social media sites for each brand
59. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY ANALYSIS
• Approximately 9.6% of the US population plays golf (1)
• Seattle population: 652,405 (2) → So this would mean approximately 62,630 are golfers
• 14 courses in Washington state (3)
• Golf Courses and Country Clubs Industry (4)
• Key Economic Drivers: Households earning more than $100,000
• $22.6 billion industry with 1.4% expected annual growth over the next 5 years
• Leisure activity → Impacted significantly by per capita disposable income
• Golf has diminished in popularity among the younger demographic over the past
several years
• 4 million less people played golf in 2014 than in 2009
1) http://www.statisticbrain.com/golf-player-demographic-statistics/
2) United States Census Bureau
3) http://www.golfnow.com/course-directory/washington-golf-courses/seattle-golf-courses
4) http://clients1.ibisworld.com.offcampus.lib.washington.edu/reports/us/industry/currentperformance.aspx?entid=1652
“Playing golf in the great city of Seattle, WA can be rewarding. Seattle has 14 courses to choose from. The local time zone is Pacific Time and
daylight savings time is observed. The average household income in Seattle is $46,180 with an average of 2.44 people per household. If you
want to buy a home in Seattle expect to pay around $247,623. For a home on a golf course expect to pay around $321,910. When you play
golf in Seattle you will be teeing-off at about 10 feet above sea level.” (4)
60. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY ANALYSIS | VIA IBIS WORLD
61. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
FOX SPORTS TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
“On average, your audience has 0.8x as
many followers as users they are following.”
“On average, your audience
tweets 0.0 times per day.”
“7% of your total followers are
above the Worldwide Klout Score.”
Klout Score ranges between 1 and
100, and represents your influence.
Higher score = more influence.
Worldwide score = 40
sports, life, fan, football, music
Jovan Haye (football player),
Jada Cheng (model), Coach Motto (Coach quotes),
BAMN_NATION (Prince Obi)
62. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
FOX SPORTS TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
63. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
“On average, your audience has 1.5x as
many followers as users they are following.”
“On average, your audience
tweets 0.1 times per day.”
“7% of your total followers are
above the Worldwide Klout Score.”
Klout Score ranges between 1 and
100, and represents your influence.
Higher score = more influence.
Worldwide Score = 40
golf, golfer, sports, club, fan
Majority from East Coast (GMT - 5)
Ben Landis (songwriter),
Ixekizumab Psoriasis, Lord Louis Gilbert (video blogger), EliYoungBand
64. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
65. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA INSTAGRAM| MARCH 2015 | SOURCE: SIMPLYMEASURED
66. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA INSTAGRAM| MARCH 2015 | SOURCE: SIMPLYMEASURED
