Social Media is the 21st century’s ‘Word of Mouth’ for Communications and Marketing.
For any club, a successful Social Media Strategy gives stakeholders a reason to talk about your product, and a platform to make it easier for that conversation to take place.
Social Media offers clubs a cost-effective and complimentary platform to address many areas of operation including Public Relations, Customer Service, Loyalty Building, Networking, Leadership and Customer Acquisition.
7. History
Social Networking & Social News Websites
Friendster My Space Facebook
2002 - 2003 2004 2007
8.
9. Definition
Giving people a reason to talk about YOUR
STUFF & making it easier for that conversation
to take place
SM = mobility and tactics for making those
messages more shareable
10. Why it is working
• Users are not forced to view or use social
media like an ad – they choose to use it
• The ‘old’ communication model was a
monologue
• The ‘new’ communication model is a
dialogue
• The goal is not to control the conversation -
it is to enable, inspire, influence and engage
11. Why it is working
Reach Provide scale and enable anyone to reach a global audience.
Accessibility Social media tools are generally available to anyone at little or
no cost
Usability Doesn’t require specialist skills or training like traditional
media
Timeliness SM is capable of virtually instantaneous responses
Permanence SM can be altered almost instantaneously by comments
12. We like the ‘Web’
Quick Stats
• Internet grown 14% since 2009
• 1.9 billion ‘Internet’ users
worldwide
• 255 million website (21.4 added
since 2010)
• 152 million blogs
13. We like to ‘Connect’
Quick Stats
• Facebook overtaken Google as the most visited website
• 175 million Facebook users log on every 24 hours
• 65 million access through a mobile device
• 30 billion pieces of info shared on Facebook every month
Australia
• 10.63 million FB users
• 49% total population / 62% online population
__________________________________________________________
Ref: www.socialbakers.com
15. We like to ‘Talk’
Quick Stats
• 25 Billion tweets sent in 2010
• Grown to 138,000 tweets per
minute (2,314 per sec)
• 200 million registered Twitter
users
• Only 5% of Twitter users create
75% of the content
16. We like to ‘Watch’
Quick Stats
• 3000 photos uploaded to Flickr
per minute
• 3 Billion photos uploaded to
Facebook each month
• 2 Billion videos watched on You
Tube every day
17. The Opportunity
• To create a community of ‘users’ loyal to your brand
• Achieved by sharing interesting & engaging content
• Builds trust and rapport with users that share content with others
• The more ‘public facing’ your business, or the closer your membership
demographic aligns with the SM demographic – the more the need for a
well articulated SM presence.
• Comment is equally relevant to other marketing mediums - you are
seeking a way of getting to your market, AND INFLUENCING THE
DECISIONS THEY MAKE.
21. Our Research
Players GMA
490 responses 98 responses
22. GMA Research
Which of the following statement do you agree with?
Most
– Social Media can assist in Marketing & Promotions
– Social Media can assist in Member Communication
– Social Media can assist in Attracting green fee rounds
– Social Media can assist in Attracting new members
Least – Social Media can assist in Online retail (ecommerce)
23. Our Research
To what extent do you agree / disagree with the following statements?
Most – SM management should not be a time consuming activity
– Web providers provide easy links to SM platforms
– Members will expect my club to be active in SM
– I think our club will be left behind in respect to
communications and marketing if we do not utilise SM
platforms for these activities
Least
24. GMA Research
How good is your understanding of SM platforms?
Age of Respondents
- Very good understanding - 3% >35 - 11%
- Good understanding - 22% 35-44 - 28%
- Reasonable understanding, not great - 32% 45-54 - 22%
- Limited, basic understanding - 40% 55-64 - 33%
- No understanding at all - 3% 65+ - 6%
25. GMA Research
PLATFORMS
Current Yes / No Future
49% Facebook Page 17% Facebook Page
14% Twitter 13% Twitter
12% You Tube 8% You Tube
6% Blog 1% Blog
4% LinkedIn 5% LinkedIn
64% None other 53% None
26. Our Research
In general how well does your club utilise it’s Social Media platforms?
Scale
5 – Very Good
4 – Good
3 – Average
2 – Poor GMA Players
1 – Very poor (2.5) (2.8)
27. Our Research
Player Profile
– 39% of respondents had a personal Facebook page
– 16% of their clubs had a Facebook page
– Only 8% advised that they followed their club Facebook page
– From the ‘no’s’ - 63% stated that they ‘weren’t interested’
30. The Process
1. Define objectives
2. Allocate budget & resources
3. Create your content strategy
4. Create your platforms
5. Promote
6. Measure
31. Objectives - Marketing
• Raising general brand awareness
• Recruit new members
• Enhancing member or customer service
• Building your email list for future marketing purposes
• Driving traffic back to your blog or club website
• Increase Search Engine Optimisation (SEO)
32. Objectives - Communications
• Send announcements to members
• Encourage members to engage with each other
• Promote club events to members
• Solicit feedback from members
33. Objectives - Research
Most Use
GMA
– Promoting club services & facilities
– Raising brand awareness
– Enhance customer service
– Grow email database
Least Use – Advertise membership opportunities
34. Budget & Resources
• Opportunity to get staff ‘buy in’
• Define roles & responsibilities
(Who, What, When, Why, Where)
• Allocate funds for development / advertising
35. Budget & Resources
GMA Research
(Who is administering SM?)
– 35% General Manager
– 35% Admin staff
– 12% Other dedicated staff
– 6% Golf Ops staff
36. Content Strategy
• Articulate a plan (who post’s where and how often)
• Update all platforms regularly
• Cross promote across all platforms
• Mix club news with OPM (other people’s material)
• Look for engaging material (it’s not an advertisement)
• Prepare to accept feedback (good and bad)
37. Content - Research
GMA Players
Most
Most Use
– Posting Club News – Booking rounds Preferred
– Uploading Photos – Competition Results
– Running promotions – News
– Advertising Special Events – Photos
– Promoting F&B / Functions – Member Discussion
Least Use – Competition Results Least
Preferred
39. Promotion
• Include SM logos / links
– Website
– Annual Report
– Stationary
– Signage
– Score Cards
– Email (club & bulk)
– Other advertising
40. Promotion - Research
Most GMA
Frequent
– Links on club website
– Links in email signatures
– Display logos on print advertising
– Display logos on stationary & publications
Least
Frequent
41. The Process
1. Define objectives
2. Allocate budget & resources
3. Create your content strategy
4. Create your platforms
5. Promote
6. ……….. Measure
42. Conclusions
• SM in its ‘infancy’ in Golf terms
• SM demographic doesn’t match the club demographic
(both a challenge & opportunity)
• The golf club SM experience isn’t matching that of other brands
• SM shouldn’t be a time consuming exercise (Resourcing Strategy)
• Web providers will need to assist to deliver what the player expects
• Facebook minimum platform
43.
44. Facebook
• Highlight club events, services
• Photo gallery / video from club events
• Promotions
• Updates
• Links to external articles, websites, videos
• Incorporate your other SM platforms
__________________________________________________________
Ref: Cunningly Clever, Golf SA
48. Examples Criteria:
Sport, Golf, Physical Fitness, outdoor Activities, Health
Advertising
Adelaide 32,500
Melbourne 90.040
- Large audience Perth 42,220
- Targeted Brisbane 59,560
- Measurable (ROI) Sydney 108,060
- Cost effective Hobart 5,280
- CPC v CPM
49.
50. LinkedIn
• Uses
– Improve SEO
– Finding new employees (or a new job)
– Checking reference of Suppliers through recommendations
– Advice through Groups
– Cross reference your other SM platforms (Blogs, Twitter, Facebook etc)
– Promote sponsorship opportunities
__________________________________________________________
Ref: Cunningly Clever, Golf SA
51.
52. Blogs
• Uses
– Strengthens relationships with customers & members and creates opportunities for feedback
– Increases traffic back to website and helps SEO
– Creates a database of searchable information
– Can Involve all staff and showcase their knowledge as experts in their field
• Topics
– Pro - tips
– Chef - tips & recipes
– Superintendent - course update, general gardening tips
– Golf Operations – competition update, rules & handicapping advice
__________________________________________________________
Ref: Cunningly Clever
53. Blogs
Case Study
“………. it is without question the best
thing I have done for communicating
with the members”
Peter Lonergan
Superintendent
Coolangatta Tweed Heads Golf Club
http://coolangattatweedgolfcoursemaintenance.blogspot.com/
54.
55. Twitter
• Uses
- Develop and promote your brand
- Interact with members / customers
- Track what people are saying about your club
- Create ‘buzz’ around coming events
- Cross promote other content and SM platforms
- Generate sales leads
- Develop direct relationships with bloggers, journalists for potential PR
placement
56.
57. You Tube
• Uses
– Promote the visual attraction of your facilities
– Showcase club activities
– Involve staff & promote them as experts in their field
– Showcase facilities or events to potential members or
sponsors
– Possibility of ‘viral’ marketing success
58. Case Study
The Carbrook Shark
• 2 April – 34s of video posted to You Tube
• 4 April – link sent to Channel 7 & Channel 9
• 5 April – Channel 9 news segments
• 6 April
• video picked up by Yahoo Mail feed
• 3000 views by 9am / 6000 by 11am
• video now featured on Yahoo Sport / 280,000
views by 3pm / 700,000 by 7pm
• 7 April – 1.8 million views
• 18 April - 2GB radio interview
• 23 April - National Geographic feature
2,021,554 (Oct 2011)
59. Future Stuff
• Mobile development
• Locational Marketing
• Integrated web design
• Brand Ambassadors
• New platforms (Google + …..)
Intro slide / Intro speech Thanks to GMA Apology from Jeff Social Media v Teenage Sex joke Not going to suggest that world will collapse without a SM presence
Introduce SECTIONS Take you through some of the issues clubs should be thinking about in articulating a SM strategy In some cases a SM strategy (at this stage at least) may not be relevant Important to remember that it requires resources – nothing shows up a half ass effort like SM If you are sceptical that platforms can’t be regularly resourced with engaging material – don’t attempt it!
Resources / slide also at end of presentation Some useful resources referenced where applicable
BBSes were small servers powered by personal computers attached to a telephone modem, where one person at a time could dial in and get accessOnline services, like Prodigy and Compuserve, were the first large scale corporate attempts to bring an interactive, “social” online experience to the masses
1991 onwards – dawn of WWW 1992 email – reached it’s nadir in 1998 with Tom Hanks & Meg Ryan
1998 instant messaging1999 Peer 2 Peer networking i.e Napster (lots of fun until ruined by Metallica)
Earlynaughties – dawn of the Social Networking site Facebook public launch in 2007
……… Has now become all this Do you need to know all these – ABSOLUTELY NOT
Now to dispense with the Theory ……………. Define definition
Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
By way of example – compare Australian Club Golfer vs Australian Facebook User
Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
Useless stats list: 1 in 5 couples meet online 1 in 5 divorces blamed on Facebook Kindergardens learning on ipadsUniversities have STOPPED distributing email accounts (considered passe) Itunes is the world’s biggest music retailer Apple Corp has more cash that the US federal reserve If Facebook were a country it would be the third largest in the world behind China & India (yet it is not available in China) Lada Gaga / Justin Beiber / Britney Spears have more Twitter followers that the combined populations of Sweden, Chile, Israel, Greece, North Korea and Australia ……… what happens in VEGAS stays on Twitter
General intro to SM Opportunity (JB add notes if required)
In the Funnel of Planning, Marketing is a part of the Annual Operations Plan – it is the Marketing activity that drives revenues!
SM is one of 12 Marketing Platforms that you can use to communicate your message.Refer to BOTC – Feb Edition – useful Marketing Resource
Regardless of the medium or mediums you choose to use for Marketing, this is what you are trying to achieve with your initiatives.Light blue – Marketing Campaign / Dark Blue = punter Two key words on this slide.Measurement (learn) and Repeat.If you aren’t measuring, then you are absolutely wasting your time – consider your marketing costs a donation for a needy cause!
So in order to make this presentation today pointy and really relevant, we did some research to help support and develop our opinions.Who in the room responded to the Managers Survey?
Explain HIGHEST to LOWEST ranked responses (what Managers & punters are saying is most and least important)
JB add notes
The younger you are – the more likely you are to have a better understanding of SM
From 98 respondents – almost half currently using FB Small numbers on other platforms From those with nothing on the boil currently – over half said no plans to use anything so what this says to me is that many of you think that SM is either not relevant to your business, requires too much time, or that you don’t have the knowledge required? Hands up who has that view?
GMA slightly more pessimistic than punters
the question that therefore follows is why aren’t they interested? It must be the content. So this leads us to the Process
Introduce the 6 stage process that clubs should be considering Introduce our research results against the desired process (what clubs are telling us they are doing and what the punter says they expect)
Suggested objectives – Marketing
Suggested objective – communications
What GM’s are articulating as their objectives No directly comparable punter question
JB to add notes if required
Major opportunity for clubs to engage other staff
Suggested content strategies
Compare what clubs are using SM for and what punters expect Competition Results highlighted as major point of difference Currently technology may not support the uploading of comp results – needs to change Australia comp driven market – reference findings of USGA handicapping implementation
Suggested platforms Facebook as a starting point You Tube & Blogs – most under utilised Twitter – new media platformLinedIn – personal development & business support (groups etc)
GM response to promotion Highlight links in emails – verbal advise says it works well
Introduce the 6 stage process that clubs should be considering Introduce our research results against the desired process (what clubs are telling us they are doing and what the punter says they expect) Measure – ROI easy to measure with SM
GM response to promotion Highlight links in emails – verbal advise says it works well Don’t get caught behind with SM - Better the devil you know then starting from the beginning when the world has passed you by....If you aren’t measuring what you are doing (with any marketing you are undertaking) then all you are doing is hoping for effectiveness, not planning for it and benefitting from it, which after all, is the whole reason for marketing.Not going to suggest that SM is a magic bullet to fix ailing facilities HOPE is not a strategy – not a build it and they will come type scenario If your product sux – SM won’t fix it – it will exacerbate the problem by spreading the word faster
Intro to major platforms
Uses for Facebook
Facebook layout overview
Custom Tabs
Promotions / third party suppliers available at little or no cost
Promotions / third party suppliers available at little or no cost Cost Per Click (CPC) advertising allows you to specify a certain amount that you are willing to pay each time a user clicks on your ad. Many CPC (cost per click) advertisers are more interested in having people click through to their website in order to drive conversions. Cost Per Thousand Impressions (CPM) advertising allows you to specify how much you are willing to pay for 1000 impressions (views) of your ad. Most CPM (cost per thousand impressions) advertisers feel that it’s more important where their ad shows up and what it ad looks like. These advertisers are also more focused on spreading brand awareness than accruing conversions.
Intro to LinedIn
Uses for LinkedIn Make reference to promoting sponsorship opportunities through business networks
Intro to blogs
Uses & Topics Reference that many clubs seem scared off by need to continually create fresh content Easy to achieve with buy in from staff Content needn’t be club specific but used to highlight staff expertise – very good selling point
Superintendents – Kings of blogs Reference Peter’s blog and comments Reference AGCSA links page which provides more links to blogs
Intro to Twitter
Uses Highlight that TWITTER is a NEW MEDIA platform – use it as a broadcast tool
YOU TUBE Most under utilised resource Golf such a visual game – obsession with course rankings, architecture etc Yet little work done with video
Uses – highlight intro to Viral marketing success
Viral Marketing highlights Benchmark for clubs Hpnorable mention to 13th beach too – up to episode 30 of their vodcast