What is Social Media? • Consumer-generated content. We are all the media, the publishers. • People trusting the opinions of their peers and collaborating online to help and support each other. • Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.
What is Social Media? • Listening, learning and building relationships. • Building authentic and personal connections. • Creating value.
Social Media Goals • Connect with existing members/customers in a more personal and consistent way. • Build stronger relationships with colleagues and peers. • Increase your value as an employee. • Build your personal brand and profile within the industry. • Stay on top of industry trends and news. • Monitor industry influentials/thought leaders. • Drive revenue.
Challenges and Concerns • Unknown marketing tactics • Personal vs. professional use • Loss of privacy • Doing it wrong • Time commitment • Measuring effectiveness • Private-club considerations
More than 30 billion pieces of content (web links,news stories, blog posts, notes, photo albums, etc.) shared each month on Facebook Source: Facebook.com
• More than 600 million members on Facebook.• Average user has 130 friends.• People spend more than 700 billion minutes per month on Facebook.• 50% of active users log on to Facebook at least once each day.• Average user creates 90 pieces of content each month. Source: Facebook.com
• Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.• Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%—from 25% to 47%.• During the same period, use among those ages 65 and older grew 100%—from 13% to 26%. Source: Pew Internet & American Life Project
Key Findings • 59% maintain social profiles • 84% watch online videos • 58% have a smartphone • 93% of those active in social media are on Facebook • 21% have experienced quantifiable success • 79% indicated they are, or may be, interested in the Pilot Program
Section Summary • Social media is about creating value and building relationships, not selling. • Millions of people are using Twitter, Facebook, LinkedIn, YouTube and search engines to create content, communicate, collaborate, gather information and share. • PGA professionals are becoming increasingly active in social media to build their careers and grow their businesses, but there are tremendous opportunities for early adopters.
More important question:What is the cost of doing nothing?
How Do You Measure Success? It is NOT a direct ROI.
How Do You Measure Success? But it is measurable
How Do You Measure Success? • Reach (followers, friends, fans) • Lessons • New members • Rounds played • Engagement • Website traffic • Career opportunities • Pro shop sales
Section Summary • Social media gives professionals the ability to generate leads and build loyalty. • Social media is essential to connect with audiences and build personal brands. • It’s not about the ROI, but it is measurable.
7 Steps to Get Started 1. Define and differentiate your brand. 2. Profile your buyer personas. 3. Know your goals (and theirs). 4. Establish or enhance your presence. 5. Listen and learn. 6. Create value. 7. Measure and evolve.
Program Concept Brief • Grow the game through social media and online marketing. • Educate, train and support participants in the use of social media to build their businesses and careers. • Live and on-demand training sessions. • Online community with PR 20/20 moderation. • How-to videos from PR 20/20. • Member-to-Member training.
Online Community Uses • Post questions. • Share resources. • Request support. • Publish links, photos, polls and events. • Interact with peers.
Webinar Topics • Facebook for PGA Pros: Personal Branding, Public Courses and Private Clubs [April] • Content Marketing for PGA Pros: The Power of Blogs, Videos, eBooks and Newsletters [April] • Other topics and timing TBD based on participation and demand
The Pilot Program Pledge • Attend Webinars. • Participate in NOPGA online community. • Apply learning to create and maintain social media presences (personal and business). • Provide feedback to committee throughout the year on activities and progress. • Share best practices and case studies with committee and section. • Consider offering Member-to-Member training.
Next Steps 1. Join the online community. All Members and Apprentices will receive a Facebook “NOPGA Social” Group invite. 2. Post questions, ideas and challenges in Facebook. 3. Attend upcoming seminars.