An Introduction to Social Media for Golf Professionals


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A presentation by Jenni Brand for the Philadelphia Section of the PGA of America. This deck introduces basic social media concepts, covers best practices and provides a preliminary roadmap for drafting a social media strategy. Geared toward golf professionals. Excellent for all beginners.

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  • Jenni: How Many People Here Have Cell Phones? Raise Your Hands. If you have an iPhone, Android or Other Smart Phone Put Your Hands Down.
  • Social Media is a Conversation. It’s one that is done virtually, using technology. And, unlike face-to-face conversations; its being documented – so mind your manners. That’s good because you can talk one on one with one person, but anyone who is interested can see it, hear it, learn from it and even chime in if they want. That is not something that can be accomplished offline. Online you can be in thousands of places simultaneously.
  • One of the biggest misuses of social media platforms – is when the sales people, marketers, advertisers get ahold of what they think is the ‘next greatest thing’ and they realize its free or very cheap and they start spewing information about their product
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  • The Conversation Prism, developed by Brian Solis and Jesse Thomas (JESS3), started out looking like a flower – with each petal representing a different sector or ‘category’of websites within the Social Mediasphere. And it grew. And GREW. And, today it no longer looks like a pretty flower – it’s more like a snowball in motion.
  • There are THIRTY-TWO (32) DIFFERENT categories of types of social networking or digital technologies - of which, each has multiple individual sites – all of which are thriving with PEOPLE TALKING. People are talking about nothing, everything, and anything. They are more than likely talking about YOU: You, your club, members of your club, your ability and expertise as a golf professional, you name it. They are recommending you to their friends – OR NOT. IF YOU ARE NOT PARTICIPATING ONLINE IN SOCIAL MEDIA – IT’S HAPPENING WITHOUT YOU. BUT IT’S STILL HAPPENING. So, if you think that Social Media is not for you, or your customers – YOU ARE WRONG. So, let’s delve into that a little deeper. A big myth I often hear (besides, “I’m not online; I don’t need to do that”) is “But, my customers are the kind of people who hang out in chatrooms…”
  • I often hear – Facebook? Pinterest? Yeah, my wife does that. But don’t be fooled. It’s not just Moms and Women hanging out online – it’s Men too – 62% of them! For those who like to say “Social Networking is for kids…” I say, Really? Nearly ONE-THIRD of all Internet Users 65+ are social networkers…More than HALF of people 50+ and people 30-49 – more than 75% of all people in their 30’s and 40’s are using social networks. Last time, I checked, turning 30 was a BIG DEAL. You are officially a grown-up – not a KID! So, yes, kids are spending a lot of time in social networks – and so are their parents…and their grandparents!!
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  • An Introduction to Social Media for Golf Professionals

    1. 1. Kathy Seeman: Background & Client Experience
    2. 2. Jenni Brand: Background & Client ExperienceTwitter: @BastilleMktg
    3. 3. What We‟ll Cover Today What Social Media Is and Isn‟t How Big is the Social Mediasphere? Who Uses Social Media? Best Practices & Rules of Thumb Starting Out in Social Media
    4. 4. Social Media: What It IsA Conversation.Social Media is simply a conversation that takes placevirtually.Social Media is a way to converse with one (or more) person at a time,but be heard worldwide using digital technology…and to have that conversation archived for people to see in the future.
    5. 5. Social Media: What It Is NOT Advertising. Marketing. Direct ROI Revenue Generator. It is not measured in a dollars: dollars comparison. Self-promotion Platform (Soapbox)Social Media is not about YOU.Or your product, company, talents, issue orwhatever else you are pitching.
    6. 6. Social Media: What It Is A Conversation. A Connection. To a Unique Community of Like Minded People. An Archive. Your Thoughts & Wisdom Shared A Way to Develop, Publish, Share and Interact withContent.
    7. 7. The Social Media Landscape: How Big Is It?7 Billion InternetUsers Worldwide245 Million USInternet Users(+78% of US population)67% of online adultsuse social networking sites– Pew Internet & American Life Project, Dec 2012
    8. 8. The Social Media Landscape: How Big Is It?200820102012
    9. 9. The Social Media Landscape: How Big Is It?
    10. 10. The Social Media Landscape: Who Uses It?
    11. 11. The Social Media Landscape: In Review +/- 165 Million US People Using Social Media 62% = Men; 71% = Women All Ages – Not Just the Young 77% = 30-49 y.o. 52% = 50-64 y.o. 32% = 65+ y.o. 2/3 of Social Media Users Have College Education+ Make $75K+ per year
    12. 12. The Social Media LandscapeAre you convinced yet?The conversation about You, Your Talent, Your Course, andYour Sport is Taking Place Online Right Now –With or Without You.You can choose to be part of it and harness itor you can ignore it…Which Would You Rather Do?
    13. 13. Best Practices for Social MediaAs with any culture or society – there are rulesdefining appropriate behavior.Social Media is No Different.
    14. 14. Best Practices for Social Media Don‟t Just Accept Social Media – LIVE IT. You Can‟t Be A Good Golf Pro If You Aren‟t Willing To Actually PlayGolf. Learn the Language. Talk the Talk – And you‟ll begin Walking the Walk. It‟s Not All About You. It‟s an AUTHENTIC, two-way conversation. The Same Rules Apply As Face-to-Face Conversation. When conversing in a social media platform – think about a cocktail party – adjustthe words you use to cater to the audience – not the message. Talk Intelligently About the Game, Share Some of Your Secrets – andPeople Will Want to Work With You. Social Media isn‟t Slick Marketing. Being Real – ugly moles and all – will go longer and farther thanPaying to Look Good.
    15. 15. Best Practices for Social Media Do Your Homework & Know Who Your Real Audience Is. Listen to What is Being Said and Who is Saying It Are They the Audience That You Think Is Your Audience? If Not, then You Need to Adjust Who You Think Your Audience Is. Start with a Strategy – Know What You are Capable ofAnd What You Are Not. There are hundreds of Social Networking Sites – all of which can beused to generate positive buzz about you and your business. Realistically, how many of them can you effective and efficiently useat once. Quality Over Quantity!
    16. 16. Best Practices for Social Media Listen, Learn, Take Action & Then Tell People You‟veHeard Them. If your fans and followers are happy but want more – give it tothem! If they are unhappy and calling for change – make it happen! Embrace the Negativity; Don‟t Delete It There is no better opportunity to create „Raving Fans‟ than whensomeone is trashing you online. You have the opportunity to respond to them, fix it, make them happy, have thisexcellent customer service interaction play out in front of your entire audienceAND be documented for the world to see now and in the future. How awesome doyou look? If You Make a Mistake – Acknowledge It, Apologize,Fix It and MOVE ON! See Above. 
    17. 17. Best Practices for Social MediaSocial Media is a like a Garden –But If At Any Point You Neglect It –It Can Not Only Die, But It Can Poison You In The Process.• You plan it• You gather your tools & the right seeds• You plant it• You water it• You tend to it• You prune it when it needs itAnd Eventually It Grows, Flourishes And Blossoms.It Can Give You Great Joy.
    18. 18. Best Practices for Social Media
    19. 19. So Where Do You Start?
    20. 20. Starting Out: Do Your Homework Website/Blogs Facebook Twitter Flickr/Instagram YouTube Pinterest LinkedIn Living Social/Groupon Foursquare Golf Forums & Message Boards Google+ Yelp Hootsuite wikiHow/eHow Trip Advisor• Consider Who & Where Your Audience Is Online• Visit Various Sites & Listen to the Conversation Taking Place• Spend Some Time In One Site• Learn How the Site Works & Develop Your Persona There as a ContributingMember of that Site• Decide Which Site Works Best for YOU (your lifestyle) andThen for Your Business
    21. 21. Starting Out: Defining A StrategyStarting With A Strategy Means –• Plan What You Want To Use The Site For And What YourDesired Outcome Is• Get To Know The Site And Be Sure You Know How It Works• Or Find Someone Who Can Teach You• Know How & Plan When To Use The Various Unique Features Of TheWebsite• Know How To Understand And Use The “Insights” Or Metrics For Your Page• Decide What Success Looks Like For You W/In This Site• Re-evaluate This Frequently• Know HOW To Measure Success (What Metric You Will Use)• Track & Document Weekly
    22. 22. Starting Out: Defining A Strategy• Have A Written Strategy• This Can Be One Page Or Many – But Take The Time To Draft It• Have An Editorial Calendar• Know What You Want To Talk About And When• Have A Messaging Plan• This Sound Likes A Pain – But When Things Get Rolling – This Will Save Your Life!• Plan How You Will Deliver Your Messaging• Video, Photo, Written Post, Etc• Write Out What You Are Going To Say And Adapt It To More Than OneAudience• How Often Will You Say It & Where? Is There Urgency Or A Deadline?• End With A Call-to-Action• Not An “Act Now Before You Miss Out!” Marketing C2A• Use An Engagement C2A “What Do You Think?” Encourage Them ToRespond To You – Seek Out Interaction• Note: You May Have To Do This Several Times Before Someone ActuallyAnswers You. Silence Feels Deadly, But Patience Prevails.
    23. 23. Thank You.
    24. 24. Want to learn more?Sign up for a Social Media Workshop! See Jenni or Kathy and sign up today Call: 302-489-9779 Email: 24 & 25Space is limited. First come, first serve. PGA Continuing Education Credit Offered.