Social Media Fundamentals - EGCOA 2012

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Social Media Fundamentals for European Golf Course Owners Association

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Social Media Fundamentals - EGCOA 2012

  1. 1. European Golf Course Owners AssociationRoderick Cremers 7th European Golf Business ConferenceRoderick@FreshBridge.nl+31 6 51 821 045@cremersFreshBridge confidential © 2012 www.FreshBridge.nl
  2. 2. Proud to work for:FreshBridge confidential © 2012
  3. 3. What we do: We deliver results by effectively combining different Social Activities Content Ads Media / Apps/ Training / Advisor + + Campaigns Innovation (Daily) Metrics Education Clear steps / Targeted Activation Eyes & ears picture Interaction Up to speed Results Leads looking Getting Engagement Awareness Embedded Detailed info forward Results •  Strategic •  Visual Daily •  Targeted Fan •  Apps to •  Sharing best •  Outlook & consultancy Content acquisition generate practices Advice on new on brand level •  Content •  Targeted leads, word of •  Executive developments •  Expert advice Management advertising Mouth & social training campaigns Sharing, raise on marketing •  Analysis on •  Team training •  Insights into awareness solutions Content •  Alignment of Fan base •  Social sharing success •  Insights to company wide campaigns media review initiatives •  ROI researchFreshBridge confidential © 2012
  4. 4. The world ischangingFreshBridge confidential © 2012
  5. 5. We are more and more connected And we share more and moreFreshBridge confidential © 2012
  6. 6. Sharing & ConnectingFreshBridge confidential © 2012 5
  7. 7. Connecting all the timeFreshBridge confidential © 2012 6
  8. 8. What happens in Vegas… stays onFreshBridge confidential © 2012 7
  9. 9. There was 5 exabytes of information created between the dawn of civilization through 2003 but that much information is now created every 2 days, and the pace is increasing...FreshBridge confidential © 2012 Eric Schmidt - Google 8
  10. 10. We trusteach otherFreshBridge confidential © 2012
  11. 11. We trust friends instead of brands Use the potential of friendsFreshBridge confidential © 2012 10
  12. 12. Social Proof Following others, copying actions of others or being influenced by it, because the perception is that others have more knowledgeFreshBridge confidential © 2012
  13. 13. So what is Social Media? Friends talking to (more) friends in new ways friends friends of friendsFreshBridge confidential © 2012
  14. 14. Goal for you: •  To understand what people are talking about •  Let them talk about you •  Amplify what is being said •  Convert into action & loyaltyFreshBridge confidential © 2012
  15. 15. Who is it about?FreshBridge confidential © 2012
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  20. 20. The value of a fan Fans are high-value customers •  Extra Incremental sales Fans purchase 2x as much (study of 73 brands across 13 categories) •  Increased Loyalty Build a deeper relationship over time and retain loyal customers •  Continuous and direct feedback Fans giving real-time feedback that helps improve your product and brand Fans influence their friends •  Associate your brand with their identity Fans choose to associate your brand with their identity •  Generating extra reach Fans share with their friends and generate stories when they interact with you: Fans have an average of 34-89 friends you can reach •  Promote stories from fans to their friends Social ads increase ad recall by greater than 50% according to Nielsen studiesFreshBridge confidential © 2012 Input from Facebook | Nielsen | Comscore
  21. 21. What can youachieve?FreshBridge confidential © 2012
  22. 22. Goals you can achieve Reaching a large targeted audience Impact and conversations around your brand Conversion / Loyalty Consumer InsightsFreshBridge confidential © 2012 21
  23. 23. Social MediaFreshBridge confidential © 2012
  24. 24. Social Media users > 1 bln > 500 mln > 400 mln users users users > 150 mln > 100 mln > 70 mln > 25 mln users users blogs usersFreshBridge confidential © 2012 23
  25. 25. Most of online time spent on Facebook > 604 300 mln > 1 bln mln photos users mobile per day 58% < 7 mln Avg 130 comes NL users friends everydayFreshBridge confidential © 2012 24
  26. 26. Facebook dominant in European Countries Facebook Users in European Countries (mln)FreshBridge confidential © 2012 25
  27. 27. Facebook fans over 45 years Facebook Fans in European Countries over 45 years (mln) 26FreshBridge confidential © 2012
  28. 28. Many Golf Fans to target Facebook Golf Fans in European Countries (x1000) 27FreshBridge confidential © 2012
  29. 29. Why Facebook? •  Most time spent there •  Targeting possibilities are excellent •  Mechanism of sharing content •  Consumer approval through ‘likes’, ‘comments’, ‘shares’, etc •  Possibility for amplification of conversations •  Interaction possibilitiesFreshBridge confidential © 2012 28
  30. 30. What doyou do?FreshBridge confidential © 2012
  31. 31. What do you do Conversations Amplifying the conversations The right apps / tools / offers to get interaction Insights to keep learningFreshBridge confidential © 2012 30
  32. 32. It all starts withthe conversationFreshBridge confidential © 2012
  33. 33. Brand want to reach their (potential) fans •  Facebook is ‘all about connecting’ and building relationships with each other •  Brands compete with friends •  ‘Lightweight & Conversational’ campaigns work best on Facebook •  Visual content works best on FacebookFreshBridge confidential © 2012
  34. 34. Conversations are the new way to build & cement relationships Intensityrelationships Relationships ‘intensive’ interactions deliver spikes ctions tera eig ht in g ht w Ma ny li time 33FreshBridge confidential © 2012
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  41. 41. But how?FreshBridge confidential © 2012
  42. 42. Converstation Calendar [template]FreshBridge confidential © 2012
  43. 43. Steps to Conversation Calendar 1 2 Brand & Business Consumer Target Analyse Facebook Strategy segments Activiteiten Brand & Business Consumer Target Analyse Interest Needs Insights Facebook Fans 3 Facebook Consumer Persona’s Key Insights Facebook Persona’s 4 Content Content Content Content Content Theme Theme Theme Theme Theme 5 6 Conversation Dashboard CalendarFreshBridge confidential © 2012
  44. 44. Recap •  It all starts with your consumers •  Make sure they start talking about you •  Amplify what they are saying (targeting with ads) •  Make sure you focus on interaction •  Focus on interactive visual content •  Set up a conversation calendar •  Remember your amongst your consumer and his friendsFreshBridge confidential © 2012
  45. 45. Roderick Cremers Roderick@FreshBridge.nl 06 51 82 10 45FreshBridge confidential © 2012 44

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