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Golf and Social Media


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Slides from our 'Golf and Social Media' presentation at the TGI Golf Partnership Conference, Manchester, 5th February, 2013.

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Golf and Social Media

  1. 1. ENERGISE2-0.COMGolf Social Media Dr. Jim Hamill
  2. 2. A conversationnot a broadcastpresentation ENERGISE2-0.COM
  3. 3. Agenda• The Social Media Revolution• The 5 key things to remember about Social Media• Old Marketing RIP – Long Live Inbound/Content Marketing• Practical Next Steps, Some Useful Tools and Performance Measurement ENERGISE2-0.COM
  4. 4. Let’s start with afew questions? ENERGISE2-0.COM
  5. 5. Social Media: The State of PlayWhere are you withsocial media? What progress have you made? Where are you going? ENERGISE2-0.COM
  6. 6. What Road Are You On? ENERGISE2-0.COM
  7. 7. Any specific questions you would like addressed? ENERGISE2-0.COM
  8. 8. Golf Social Media• Golf has been slow to respond to the opportunities and threats of Social Media• But recently, very good progress has been made ENERGISE2-0.COM
  9. 9. Slow to Respond – A Perception Problem? ENERGISE2-0.COM
  10. 10. But Progress Being Made ENERGISE2-0.COM
  11. 11. Changing Times ENERGISE2-0.COM
  12. 12. But Old Scottish Guys are a Barrier  ENERGISE2-0.COM
  13. 13. Over 1m Mentions Per Month ENERGISE2-0.COM
  14. 14. Easy to Monitor Trends ENERGISE2-0.COM
  15. 15. Large Number of Golf Social Networks ENERGISE2-0.COM
  16. 16. 5m on Facebook ENERGISE2-0.COM
  17. 17. Very Active on Twitter ENERGISE2-0.COM
  18. 18. Are We Ready To….. ENERGISE2-0.COM
  19. 19. Are we Ready to Join theSocial Media Revolution? ENERGISE2-0.COM
  20. 20. The Social Media Revolution ENERGISE2-0.COM
  21. 21. The Connected Customer ENERGISE2-0.COM
  22. 22. Be Social ENERGISE2-0.COM
  23. 23. Be ‘Customer Led’Talking WITH rather thanAT your customers is thecore foundation of asuccessful social mediastrategyThe basis of a goodconversation isto listen first ENERGISE2-0.COM
  24. 24. The rules of the game have changedThe 5 key things to remember about Social Media ENERGISE2-0.COM
  25. 25. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ internetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
  26. 26. 2. It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
  27. 27. Social Media Listening ENERGISE2-0.COM
  28. 28. 3. Power ShiftSocial media empowerscustomers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  29. 29. ENERGISE2-0.COM
  30. 30. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to your web siteIf you treat us like sheep, we will tell youto ‘flock off’. ENERGISE2-0.COM
  31. 31. Do You Listen?Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( ENERGISE2-0.COM
  32. 32. Do You Listen? ENERGISE2-0.COM
  33. 33. 5. The End of Business as Usual ENERGISE2-0.COM
  34. 34. The End of Business as Usual‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
  35. 35. New Performance Measures• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship• In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
  36. 36. Performance Measurement Involvement – network/community numbers/quality, time spent, frequency, geography Interaction – actions they take – read, post, comment, reviews, recommendations Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Insight – customer insight Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
  37. 37. The ‘6Is’ Approach ENERGISE2-0.COM
  38. 38. Implications for You?An Opportunity or a Threat? ENERGISE2-0.COM
  39. 39. Lets Discuss ENERGISE2-0.COM
  40. 40. Some Questions• Do we need to unlearn marketing and PR?• Are new ‘mindsets’ required?• Do we need to shift from Outbound to Inbound Marketing and PR?• Is Content King (after the customer of course)?• Is strategy important? What tools are available to help us? ENERGISE2-0.COM
  41. 41. Rethinking Marketing & PR ENERGISE2-0.COM
  42. 42. Rethinking Marketing & PR• Unlearn marketing• New ‘mindset’ required• Stop telling people how good we are. Prove it.• A shift from Outbound Marketing to Inbound/Content Based Marketing ENERGISE2-0.COM
  43. 43. Inbound v. Outbound ENERGISE2-0.COM
  44. 44. Old Marketing (Outbound)• Propaganda marketing – this is how great our product/service is, now buy it• Interruption marketing – direct mail, advertising• One way shouting AT customers• Short term sales/campaign driven• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you ENERGISE2-0.COM
  45. 45. Reality CheckCustomers are no longer passive sheep ENERGISE2-0.COM
  46. 46. Inbound/Content Marketing• Content is King! – But content is only ‘great’ if it adds value to the customer so….• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic; Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted resource’• Produce great content and your customer will come to you. Produce really great content and they will share it• Key channels are …………….. ENERGISE2-0.COM
  47. 47. Inbound/Content Marketing ENERGISE2-0.COM
  48. 48. Inbound/Content Marketing• Overall objective is to ignite or elevate your business through great content• Sell without selling• Build a quality online network – a quality customer base through high value content and engagement• Great content drives conversation. Conversation drives engagement. Engagement drives sales• Great, customer led content is a Competitive Advantage ENERGISE2-0.COM
  49. 49. The Elevation PrincipleGreat Content +Other People –MarketingMessages =Growth ENERGISE2-0.COM
  50. 50. Great Content Ignites Your Business ENERGISE2-0.COM
  51. 51. What is Great Content? ENERGISE2-0.COM
  52. 52. Great Content ENERGISE2-0.COM
  53. 53. Create Music Not Noise ENERGISE2-0.COM
  54. 54. The Power of Words ENERGISE2-0.COM
  55. 55. The Importance of Key Influencers ENERGISE2-0.COM
  56. 56. Practical Next Steps, Some Useful Tools andPerformance Measurement ENERGISE2-0.COM
  57. 57. 10 Key Steps ENERGISE2-0.COM
  58. 58. 10 Key Steps1. ‘Just Do It’ – Get Started2. Learn More3. Listen, Watch, Monitor, Lurk4. Set Up a Social Media Listening System ENERGISE2-0.COM
  59. 59. Social Media Listening System ENERGISE2-0.COM
  60. 60. ENERGISE2-0.COM
  61. 61. Take an RSS Feed into Google Reader ENERGISE2-0.COM
  62. 62. Strategy5. Develop a Social Media Strategy – Agree your Objectives – KPIs and Targets – Customer Segments – Key Actions and Initiatives ENERGISE2-0.COM
  63. 63. Content Planning Pays6. Plan Your Content•What are your Content Marketing goals?•Who is your audience? Who are you?•What type of content do you need to produce?•When and how are you going to produce it?•Where and how frequently will it be published?•How will you measure performance and impact? ENERGISE2-0.COM
  64. 64. Key Steps7. Implement Your Strategy8. Measure Performance9. Decide on Resource Allocation10. Repeat the Cycle ENERGISE2-0.COM
  65. 65. Performance MeasurementTo ensure that your Social Media activities deliver high ROI, it isimportant to monitor, measure and evaluate your social mediaperformance on an on-going basis. Key questions to address:•What social media performance measures and KPIs should beused – both in terms of the overall ‘buzz’ created and measuresfor individual channels?•What tools/software will be used to assist performancemeasurement?•What reports will be produced, for who and how frequently? ENERGISE2-0.COM
  66. 66. Performance MeasurementShould be undertaken at three main levels:•Individual social media channels•Overall ‘buzz’•Business ImpactUsing the 6Is approach ENERGISE2-0.COM
  67. 67. Some Useful SMManagement Tools ENERGISE2-0.COM
  68. 68. That We Use ENERGISE2-0.COM
  69. 69. How We Do it ENERGISE2-0.COM
  70. 70. Blog ENERGISE2-0.COM
  71. 71. Blog ENERGISE2-0.COM
  72. 72. RSS Feeds and Google Reader ENERGISE2-0.COM
  73. 73. Scan the Articles ENERGISE2-0.COM
  74. 74. Schedule SM Updates Using Buffer ENERGISE2-0.COM
  75. 75. Ready to Post on 3 Networks ENERGISE2-0.COM
  76. 76. Buffer for Scheduling ENERGISE2-0.COM
  77. 77. Hootsuite for Conversations ENERGISE2-0.COM
  78. 78. Linkedin ENERGISE2-0.COM
  79. 79. Golf Groups on Linkedin ENERGISE2-0.COM
  80. 80. Energise on Facebook ENERGISE2-0.COM
  81. 81. While Listening to Spotify  ENERGISE2-0.COM
  82. 82. From Social Media to Social Business ENERGISE2-0.COM
  83. 83. 2013: The Year of Social Business? ENERGISE2-0.COM
  84. 84. eMail v. Social ENERGISE2-0.COM
  85. 85. Collaboration ENERGISE2-0.COM
  86. 86. Bob Dylan (Mashed Up ) Come gather round people Wherever you roam And don’t criticise What you cant understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or youll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
  87. 87. Thank You ENERGISE2-0.COM
  88. 88. ENERGISE2-0.COM