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Golf and Social Media
The document discusses the importance of social media in transforming marketing strategies, emphasizing that traditional methods are becoming less effective. It outlines key principles for engaging with customers in a social media era, advocating for a customer-led approach and the creation of valuable content. Additionally, it provides practical steps for developing a social media strategy and measuring its effectiveness to ensure business success.
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Golf and Social Media
- 1. ENERGISE2-0.COM Golf Social Media Dr. Jim Hamill jim.hamill@energise2-0.com www.energise2-0.com www.twitter.com/drjimhamill
- 2. A conversation not abroadcast presentation ENERGISE2-0.COM
- 3. Agenda • The SocialMedia 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. Let’s start witha few questions? ENERGISE2-0.COM
- 5. Social Media: TheState of Play Where are you with social media? What progress have you made? Where are you going? ENERGISE2-0.COM
- 6. What Road AreYou On? ENERGISE2-0.COM
- 7. Any specific questionsyou would like addressed? ENERGISE2-0.COM
- 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. Slow to Respond– A Perception Problem? ENERGISE2-0.COM
- 10. But Progress BeingMade ENERGISE2-0.COM
- 11. Changing Times ENERGISE2-0.COM
- 12. But Old ScottishGuys are a Barrier ENERGISE2-0.COM
- 13. Over 1m MentionsPer Month ENERGISE2-0.COM
- 14. Easy to MonitorTrends ENERGISE2-0.COM
- 15. Large Number ofGolf Social Networks ENERGISE2-0.COM
- 16. 5m on Facebook ENERGISE2-0.COM
- 17. Very Active onTwitter ENERGISE2-0.COM
- 18. Are We ReadyTo….. ENERGISE2-0.COM
- 19. Are we Readyto Join the Social Media Revolution? ENERGISE2-0.COM
- 20. The Social MediaRevolution ENERGISE2-0.COM
- 21. The Connected Customer ENERGISE2-0.COM
- 22. Be Social ENERGISE2-0.COM
- 23. Be ‘Customer Led’ TalkingWITH rather than AT your customers is the core foundation of a successful social media strategy The basis of a good conversation is to listen first ENERGISE2-0.COM
- 24. The rules ofthe game have changed The 5 key things to remember about Social Media ENERGISE2-0.COM
- 25. 1. It’s aRevolution A fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Content generated by the network for the network We are no longer passive consumers of content/brand messages ENERGISE2-0.COM
- 26. 2. It’s Social Aconversation not a broadcast platform Conversations are taking place relevant to your brand – are you listening? ENERGISE2-0.COM
- 27. Social Media Listening ENERGISE2-0.COM
- 28. 3. Power Shift Socialmedia empowers customers, 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.
- 30. 4. Declining Effectiveness Decliningeffectiveness of traditional approaches to sales and marketing Does anyone listen any more? We are no longer passive sheep waiting to be ‘driven’ to your web site If you treat us like sheep, we will tell you to ‘flock off’. ENERGISE2-0.COM
- 31. Do You Listen? Source:The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com) ENERGISE2-0.COM
- 32. Do You Listen? ENERGISE2-0.COM
- 33. 5. The Endof Business as Usual ENERGISE2-0.COM
- 34. The End ofBusiness 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. 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. 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. The ‘6Is’ Approach ENERGISE2-0.COM
- 38. Implications for You? AnOpportunity or a Threat? ENERGISE2-0.COM
- 39. Lets Discuss ENERGISE2-0.COM
- 40. Some Questions • Dowe 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. Rethinking Marketing &PR ENERGISE2-0.COM
- 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. Inbound v. Outbound ENERGISE2-0.COM
- 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. Reality Check Customers areno longer passive sheep ENERGISE2-0.COM
- 46. Inbound/Content Marketing • Contentis 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. Inbound/Content Marketing ENERGISE2-0.COM
- 48. Inbound/Content Marketing • Overallobjective 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. The Elevation Principle GreatContent + Other People – Marketing Messages = Growth ENERGISE2-0.COM
- 50. Great Content IgnitesYour Business ENERGISE2-0.COM
- 51. What is GreatContent? ENERGISE2-0.COM
- 52. Great Content ENERGISE2-0.COM
- 53. Create Music NotNoise ENERGISE2-0.COM
- 54. The Power ofWords ENERGISE2-0.COM
- 55. The Importance ofKey Influencers ENERGISE2-0.COM
- 56. Practical Next Steps, Some Useful Tools and Performance Measurement ENERGISE2-0.COM
- 57. 10 Key Steps ENERGISE2-0.COM
- 58. 10 Key Steps 1.‘Just Do It’ – Get Started 2. Learn More 3. Listen, Watch, Monitor, Lurk 4. Set Up a Social Media Listening System ENERGISE2-0.COM
- 59. Social Media ListeningSystem ENERGISE2-0.COM
- 60. www.topsy.com ENERGISE2-0.COM
- 61. Take an RSSFeed into Google Reader ENERGISE2-0.COM
- 62. Strategy 5. Develop aSocial Media Strategy – Agree your Objectives – KPIs and Targets – Customer Segments – Key Actions and Initiatives ENERGISE2-0.COM
- 63. Content Planning Pays 6.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. Key Steps 7. ImplementYour Strategy 8. Measure Performance 9. Decide on Resource Allocation 10. Repeat the Cycle ENERGISE2-0.COM
- 65. Performance Measurement To ensurethat your Social Media activities deliver high ROI, it is important to monitor, measure and evaluate your social media performance on an on-going basis. Key questions to address: •What social media performance measures and KPIs should be used – both in terms of the overall ‘buzz’ created and measures for individual channels? •What tools/software will be used to assist performance measurement? •What reports will be produced, for who and how frequently? ENERGISE2-0.COM
- 66. Performance Measurement Should beundertaken at three main levels: •Individual social media channels •Overall ‘buzz’ •Business Impact Using the 6Is approach ENERGISE2-0.COM
- 67. Some Useful SM ManagementTools ENERGISE2-0.COM
- 68. That We Use ENERGISE2-0.COM
- 69. How We Doit ENERGISE2-0.COM
- 70. Blog ENERGISE2-0.COM
- 71. Blog ENERGISE2-0.COM
- 72. RSS Feeds andGoogle Reader ENERGISE2-0.COM
- 73. Scan the Articles ENERGISE2-0.COM
- 74. Schedule SM UpdatesUsing Buffer ENERGISE2-0.COM
- 75. Ready to Poston 3 Networks ENERGISE2-0.COM
- 76. Buffer for Scheduling ENERGISE2-0.COM
- 77. Hootsuite for Conversations ENERGISE2-0.COM
- 78. Linkedin ENERGISE2-0.COM
- 79. Golf Groups onLinkedin ENERGISE2-0.COM
- 80. Energise on Facebook ENERGISE2-0.COM
- 81. While Listening toSpotify ENERGISE2-0.COM
- 82. From Social Media to Social Business ENERGISE2-0.COM
- 83. 2013: The Yearof Social Business? ENERGISE2-0.COM
- 84. eMail v. Social ENERGISE2-0.COM
- 85. Collaboration ENERGISE2-0.COM
- 86. Bob Dylan (MashedUp ) Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
- 87. Thank You Questions www.energise2-0.com ENERGISE2-0.COM
- 88. www.masteringsocialbusiness.com ENERGISE2-0.COM