Golf and Social Media

ENERGISE2-0.COM

Golf Social Media

Dr. Jim Hamill

[email protected]

www.energise2-0.com

www.twitter.com/drjimhamill

ENERGISE2-0.COM

A conversationnot a broadcast presentation

ENERGISE2-0.COM

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

Let’s start with a few questions?

ENERGISE2-0.COM

Social Media: The State of Play

Where are you with social media?

What progress have you made?

Where are you going?

ENERGISE2-0.COM

What Road Are You On?

ENERGISE2-0.COM

Any specific questions you would like addressed?

ENERGISE2-0.COM

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

Slow to Respond – A Perception Problem?

ENERGISE2-0.COM

But Progress Being Made

ENERGISE2-0.COM

Changing Times

ENERGISE2-0.COM

But Old Scottish Guys are a Barrier

ENERGISE2-0.COM

Over 1m Mentions Per Month

ENERGISE2-0.COM

Easy to Monitor Trends

ENERGISE2-0.COM

Large Number of Golf Social Networks

ENERGISE2-0.COM

5m on Facebook

ENERGISE2-0.COM

Very Active on Twitter

ENERGISE2-0.COM

Are We Ready To…..

ENERGISE2-0.COM

Are we Ready to Join the Social Media Revolution?

ENERGISE2-0.COM

The Social Media Revolution

ENERGISE2-0.COM

The Connected Customer

ENERGISE2-0.COM

Be Social

ENERGISE2-0.COM

Be ‘Customer Led’

Talking WITH 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

The rules of the game have changed

The 5 key things to rememberabout Social Media

ENERGISE2-0.COM

1. It’s a Revolution

A fundamental and revolutionary changein 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

2. It’s Social

A conversation not a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

ENERGISE2-0.COM

Social Media Listening

ENERGISE2-0.COM

3. Power Shift

Social media 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

ENERGISE2-0.COM

4. Declining Effectiveness

Declining effectiveness 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 youto ‘flock off’.

ENERGISE2-0.COM

Do You Listen?

Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

ENERGISE2-0.COM

Do You Listen?

ENERGISE2-0.COM

5. The End of Business as Usual

ENERGISE2-0.COM

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

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

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

The ‘6Is’ Approach

ENERGISE2-0.COM

Implications for You?

An Opportunity or a Threat?

ENERGISE2-0.COM

Lets Discuss

ENERGISE2-0.COM

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

Rethinking Marketing & PR

ENERGISE2-0.COM

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

Inbound v. Outbound

ENERGISE2-0.COM

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

Reality Check

Customers are no longer passive sheep

ENERGISE2-0.COM

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

Inbound/Content Marketing

ENERGISE2-0.COM

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

The Elevation Principle

Great Content +Other People –MarketingMessages =Growth

ENERGISE2-0.COM

Great Content Ignites Your Business

ENERGISE2-0.COM

What is Great Content?

ENERGISE2-0.COM

Great Content

ENERGISE2-0.COM

Create Music Not Noise

ENERGISE2-0.COM

The Power of Words

ENERGISE2-0.COM

The Importance of Key Influencers

ENERGISE2-0.COM

Practical Next Steps, Some Useful Tools and

Performance Measurement

ENERGISE2-0.COM

10 Key Steps

ENERGISE2-0.COM

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

Social Media Listening System

ENERGISE2-0.COM

www.topsy.com

ENERGISE2-0.COM

Take an RSS Feed into Google Reader

ENERGISE2-0.COM

Strategy

5. Develop a Social Media Strategy– Agree your Objectives– KPIs and Targets– Customer Segments– Key Actions and Initiatives

ENERGISE2-0.COM

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

Key Steps

7. Implement Your Strategy

8. Measure Performance

9. Decide on Resource Allocation

10. Repeat the Cycle

ENERGISE2-0.COM

Performance Measurement

To ensure that 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

Performance Measurement

Should be undertaken at three main levels:

•Individual social media channels

•Overall ‘buzz’

•Business Impact

Using the 6Is approach

ENERGISE2-0.COM

Some Useful SM Management Tools

ENERGISE2-0.COM

That We Use

ENERGISE2-0.COM

How We Do it

ENERGISE2-0.COM

Blog

ENERGISE2-0.COM

Blog

ENERGISE2-0.COM

RSS Feeds and Google Reader

ENERGISE2-0.COM

Scan the Articles

ENERGISE2-0.COM

Schedule SM Updates Using Buffer

ENERGISE2-0.COM

Ready to Post on 3 Networks

ENERGISE2-0.COM

Buffer for Scheduling

ENERGISE2-0.COM

Hootsuite for Conversations

ENERGISE2-0.COM

Linkedin

ENERGISE2-0.COM

Golf Groups on Linkedin

ENERGISE2-0.COM

Energise on Facebook

ENERGISE2-0.COM

While Listening to Spotify

ENERGISE2-0.COM

From Social Media to Social Business

ENERGISE2-0.COM

2013: The Year of Social Business?

ENERGISE2-0.COM

eMail v. Social

ENERGISE2-0.COM

Collaboration

ENERGISE2-0.COM

Bob Dylan (Mashed Up )

Come gather 'round peopleWherever you roam

And don’t criticiseWhat you can't understand

Your sons and your daughtersAre beyond your command

Your old road isRapidly agin‘

Then you better start swimmin’Or you'll sink like a stone

For the times they are a-changin’

ENERGISE2-0.COM

Thank YouQuestions

www.energise2-0.com

ENERGISE2-0.COM

www.masteringsocialbusiness.com