A presentation by Jenni Brand for the Philadelphia Section of the PGA of America. This deck introduces basic social media concepts, covers best practices and provides a preliminary roadmap for drafting a social media strategy. Geared toward golf professionals. Excellent for all beginners.

2. Kathy Seeman: Background & Client Experience

3. Jenni Brand: Background & Client Experience
Twitter: @BastilleMktg

4. What We‟ll Cover Today
 What Social Media Is and Isn‟t
 How Big is the Social Mediasphere?
 Who Uses Social Media?
 Best Practices & Rules of Thumb
 Starting Out in Social Media

5. Social Media: What It Is
A Conversation.
Social Media is simply a conversation that takes place
virtually.
Social Media is a way to converse with one (or more) person at a time,
but be heard worldwide using digital technology…
and to have that conversation archived for people to see in the future.

6. Social Media: What It Is NOT
 Advertising.
 Marketing.
 Direct ROI Revenue Generator.
 It is not measured in a dollars: dollars comparison.
 Self-promotion Platform (Soapbox)
Social Media is not about YOU.
Or your product, company, talents, issue or
whatever else you are pitching.

7. Social Media: What It Is
 A Conversation.
 A Connection.
 To a Unique Community of Like Minded People.
 An Archive.
 Your Thoughts & Wisdom Shared
 A Way to Develop, Publish, Share and Interact with
Content.

8. The Social Media Landscape: How Big Is It?
7 Billion Internet
Users Worldwide
245 Million US
Internet Users
(+78% of US population)
67% of online adults
use social networking sites
– Pew Internet & American Life Project, Dec 2012

9. The Social Media Landscape: How Big Is It?
2008
2010
2012

10. The Social Media Landscape: How Big Is It?

11. The Social Media Landscape: Who Uses It?

12. The Social Media Landscape: In Review
 +/- 165 Million US People Using Social Media
 62% = Men; 71% = Women
 All Ages – Not Just the Young
 77% = 30-49 y.o.
 52% = 50-64 y.o.
 32% = 65+ y.o.
 2/3 of Social Media Users
 Have College Education+
 Make $75K+ per year

13. The Social Media Landscape
Are you convinced yet?
The conversation about You, Your Talent, Your Course, and
Your Sport is Taking Place Online Right Now –
With or Without You.
You can choose to be part of it and harness it
or you can ignore it…
Which Would You Rather Do?

14. Best Practices for Social Media
As with any culture or society – there are rules
defining appropriate behavior.
Social Media is No Different.

15. Best Practices for Social Media
 Don‟t Just Accept Social Media – LIVE IT.
 You Can‟t Be A Good Golf Pro If You Aren‟t Willing To Actually Play
Golf.
 Learn the Language.
 Talk the Talk – And you‟ll begin Walking the Walk.
 It‟s Not All About You. It‟s an AUTHENTIC, two-way conversation.
 The Same Rules Apply As Face-to-Face Conversation.
 When conversing in a social media platform – think about a cocktail party – adjust
the words you use to cater to the audience – not the message.
 Talk Intelligently About the Game, Share Some of Your Secrets – and
People Will Want to Work With You.
 Social Media isn‟t Slick Marketing.
 Being Real – ugly moles and all – will go longer and farther than
Paying to Look Good.

16. Best Practices for Social Media
 Do Your Homework & Know Who Your Real Audience Is.
 Listen to What is Being Said and Who is Saying It
 Are They the Audience That You Think Is Your Audience?
 If Not, then You Need to Adjust Who You Think Your Audience Is.
 Start with a Strategy – Know What You are Capable of
And What You Are Not.
 There are hundreds of Social Networking Sites – all of which can be
used to generate positive buzz about you and your business.
 Realistically, how many of them can you effective and efficiently use
at once.
 Quality Over Quantity!

17. Best Practices for Social Media
 Listen, Learn, Take Action & Then Tell People You‟ve
Heard Them.
 If your fans and followers are happy but want more – give it to
them!
 If they are unhappy and calling for change – make it happen!
 Embrace the Negativity; Don‟t Delete It
 There is no better opportunity to create „Raving Fans‟ than when
someone is trashing you online.
 You have the opportunity to respond to them, fix it, make them happy, have this
excellent customer service interaction play out in front of your entire audience
AND be documented for the world to see now and in the future. How awesome do
you look?
 If You Make a Mistake – Acknowledge It, Apologize,
Fix It and MOVE ON!
 See Above. 

18. Best Practices for Social Media
Social Media is a like a Garden –
But If At Any Point You Neglect It –
It Can Not Only Die, But It Can Poison You In The Process.
• You plan it
• You gather your tools & the right seeds
• You plant it
• You water it
• You tend to it
• You prune it when it needs it
And Eventually It Grows, Flourishes And Blossoms.
It Can Give You Great Joy.

19. Best Practices for Social Media

20. So Where Do You Start?

21. Starting Out: Do Your Homework
 Website/Blogs
 Facebook
 Twitter
 Flickr/Instagram
 YouTube
 Pinterest
 LinkedIn
 Living Social/Groupon
 Foursquare
 Golf Forums & Message Boards
 Google+
 Yelp
 Hootsuite
 wikiHow/eHow
 Trip Advisor
• Consider Who & Where Your Audience Is Online
• Visit Various Sites & Listen to the Conversation Taking Place
• Spend Some Time In One Site
• Learn How the Site Works & Develop Your Persona There as a Contributing
Member of that Site
• Decide Which Site Works Best for YOU (your lifestyle) and
Then for Your Business

22. Starting Out: Defining A Strategy
Starting With A Strategy Means –
• Plan What You Want To Use The Site For And What Your
Desired Outcome Is
• Get To Know The Site And Be Sure You Know How It Works
• Or Find Someone Who Can Teach You
• Know How & Plan When To Use The Various Unique Features Of The
Website
• Know How To Understand And Use The “Insights” Or Metrics For Your Page
• Decide What Success Looks Like For You W/In This Site
• Re-evaluate This Frequently
• Know HOW To Measure Success (What Metric You Will Use)
• Track & Document Weekly

23. Starting Out: Defining A Strategy
• Have A Written Strategy
• This Can Be One Page Or Many – But Take The Time To Draft It
• Have An Editorial Calendar
• Know What You Want To Talk About And When
• Have A Messaging Plan
• This Sound Likes A Pain – But When Things Get Rolling – This Will Save Your Life!
• Plan How You Will Deliver Your Messaging
• Video, Photo, Written Post, Etc
• Write Out What You Are Going To Say And Adapt It To More Than One
Audience
• How Often Will You Say It & Where? Is There Urgency Or A Deadline?
• End With A Call-to-Action
• Not An “Act Now Before You Miss Out!” Marketing C2A
• Use An Engagement C2A “What Do You Think?” Encourage Them To
Respond To You – Seek Out Interaction
• Note: You May Have To Do This Several Times Before Someone Actually
Answers You. Silence Feels Deadly, But Patience Prevails.

24. Thank You.

25. Want to learn more?
Sign up for a Social Media Workshop!
 See Jenni or Kathy and sign up today
 Call: 302-489-9779
 Email: fairwaysdigital@gmail.com
 Visit:
www.bastillemarketing.com/fairwaysdigital
April 24 & 25
Space is limited. First come, first serve. PGA Continuing Education Credit Offered.