golf and social media

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Golf Social Media

Dr. Jim Hamill

jim.hamill@energise2-0.com

www.energise2-0.com

www.twitter.com/drjimhamill

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A conversationnot a broadcast presentation

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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

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Let’s start with a few questions?

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Social Media: The State of Play

Where are you with social media?

What progress have you made?

Where are you going?

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What Road Are You On?

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Any specific questions you would like addressed?

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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

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Slow to Respond – A Perception Problem?

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But Progress Being Made

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Changing Times

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But Old Scottish Guys are a Barrier

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Over 1m Mentions Per Month

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Easy to Monitor Trends

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Large Number of Golf Social Networks

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5m on Facebook

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Very Active on Twitter

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Are We Ready To…..

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Are we Ready to Join the Social Media Revolution?

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The Social Media Revolution

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The Connected Customer

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Be Social

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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

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The rules of the game have changed

The 5 key things to rememberabout Social Media

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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

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2. It’s Social

A conversation not a broadcast platform

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

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Social Media Listening

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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

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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’.

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Do You Listen?

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

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Do You Listen?

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5. The End of Business as Usual

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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

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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

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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

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The ‘6Is’ Approach

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Implications for You?

An Opportunity or a Threat?

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Lets Discuss

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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?

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Rethinking Marketing & PR

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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

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Inbound v. Outbound

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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

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Reality Check

Customers are no longer passive sheep

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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 ……………..

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Inbound/Content Marketing

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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

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The Elevation Principle

Great Content +Other People –MarketingMessages =Growth

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Great Content Ignites Your Business

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What is Great Content?

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Great Content

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Create Music Not Noise

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The Power of Words

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The Importance of Key Influencers

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Practical Next Steps, Some Useful Tools and

Performance Measurement

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10 Key Steps

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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

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Social Media Listening System

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www.topsy.com

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Take an RSS Feed into Google Reader

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Strategy

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

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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?

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Key Steps

7. Implement Your Strategy

8. Measure Performance

9. Decide on Resource Allocation

10. Repeat the Cycle

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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?

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Performance Measurement

Should be undertaken at three main levels:

•Individual social media channels

•Overall ‘buzz’

•Business Impact

Using the 6Is approach

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Some Useful SM Management Tools

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That We Use

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How We Do it

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Blog

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Blog

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RSS Feeds and Google Reader

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Scan the Articles

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Schedule SM Updates Using Buffer

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Ready to Post on 3 Networks

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Buffer for Scheduling

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Hootsuite for Conversations

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Linkedin

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Golf Groups on Linkedin

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Energise on Facebook

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While Listening to Spotify

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From Social Media to Social Business

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2013: The Year of Social Business?

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eMail v. Social

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Collaboration

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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’

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Thank YouQuestions

www.energise2-0.com

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www.masteringsocialbusiness.com