social media for pga pros

Social Media for PGA Pros

Presented by Paul Roetzer, PR 20/20 March 21, 2011

Getting Started on Twitter, Facebook and LinkedIn

Agenda

1) What is Social Media?

2) Why Does it Matter?

3) Pilot Program & Next Steps

About PR 20/20

• Brand marketing

• Website development

• Search marketing

• Social media

• Content marketing

• Public relations

Inbound marketing agency & PR firm

What is Social Media?


• Consumer-generated content. We are all the media, the publishers.

• People trusting the opinions of their peers and collaborating online to help and support each other.

• Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.


•  Listening, learning and building relationships. • Building authentic and personal connections.

• Creating value.

What Social Media is NOT?

SELLING

Social Media Goals

• Connect with existing members/customers in a more personal and consistent way.

• Build stronger relationships with colleagues and peers.

•  Increase your value as an employee.

• Build your personal brand and profile within the industry.

• Stay on top of industry trends and news.

• Monitor industry influentials/thought leaders.

• Drive revenue.

Challenges and Concerns

• Unknown marketing tactics

• Personal vs. professional use

•  Loss of privacy

• Doing it wrong

• Time commitment

• Measuring effectiveness

• Private-club considerations

Social Media by the Numbers

15.4 billion core searches conducted in February 2011

Source: comScore, Inc

Source: Google AdWords Tool

Keyword Monthly Searches golf swing 246,000 golf lessons 74,000 golf tips 49,500 golf training 27,100 the golf swing 18,100 golf swing tips 8,100 improve golf swing 4,400 golf instruction videos 3,600 golf instruction online 2,900 golf swing mechanics 2,900 golf swing basics 2,900 golf lessons online 2,400 golf tips for beginners 1,900 youth golf instruction 1,600

Monthly keyword searches on Google

1.9 billion online videos are streamed each month on Google Sites (mostly YouTube)

Source: comScore, Inc

There are more than 145 million Twitter users

• Users send average of 140 million Tweets per day.

•  460,000 new accounts created per day. • Mobile users are up 182% over the last year.

Source: Mashable.com

LinkedIn has more than 85 million members in 200+ countries and territories around the world

Source: LinkedIn

Source: LinkedIn

More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.)

shared each month on Facebook

Source: Facebook.com

• More than 600 million members on Facebook.

• Average user has 130 friends. • People spend more than 700 billion minutes per month

on Facebook.

•  50% of active users log on to Facebook at least once each day.

• Average user creates 90 pieces of content each month.


Male


Female

All – 18+

• Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.

• Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%—from 25% to 47%.

• During the same period, use among those ages 65 and older grew 100%—from 13% to 26%.

Source: Pew Internet & American Life Project

•  59% maintain social profiles •  84% watch online videos •  58% have a smartphone •  93% of those active in social media are on Facebook •  21% have experienced quantifiable success •  79% indicated they are, or may be, interested in the

Pilot Program

Key Findings

Section Summary

• Social media is about creating value and building relationships, not selling.

• Millions of people are using Twitter, Facebook, LinkedIn, YouTube and search engines to create content, communicate, collaborate, gather information and share.

• PGA professionals are becoming increasingly active in social media to build their careers and grow their businesses, but there are tremendous opportunities for early adopters.

Why Does Social Media Matter?

Social Media Goals

Generate Leads & Build Loyalty

“I skate to where the puck is going, not to where it has been.” — Wayne Gretzky

The Facts

Social media should be an essential component of every organization’s integrated marketing strategy, and every professional’s career and business development plans.

The Facts

It’s irrelevant if you personally use or believe in the value. It’s what matters to your current and future customers, prospects, peers, colleagues and partners.

The Facts

Social media presents an opportunity for PGA pros to differentiate themselves and build strong personal brands that directly impact their success.

So what’s the ROI?

More important question: What is the cost of doing nothing?

How Do You Measure Success?

It is NOT a direct ROI.


But it is measurable

• Reach (followers, friends, fans)

• Lessons

• New members

• Rounds played

• Engagement

• Website traffic

• Career opportunities

• Pro shop sales


• Social media gives professionals the ability to generate leads and build loyalty.

• Social media is essential to connect with audiences and build personal brands.

• It’s not about the ROI, but it is measurable.

Section Summary

7 Steps to Get Started

1.  Define and differentiate your brand.

2.  Profile your buyer personas.

3.  Know your goals (and theirs).

4.  Establish or enhance your presence.

5.  Listen and learn.

6.  Create value.

7.  Measure and evolve.

The Pilot Program

• Grow the game through social media and online marketing.

• Educate, train and support participants in the use of social media to build their businesses and careers.

•  Live and on-demand training sessions.

• Online community with PR 20/20 moderation.

• How-to videos from PR 20/20.

• Member-to-Member training.

Program Concept Brief

Online Community: Facebook Group

• Post questions. • Share resources. • Request support. • Publish links, photos, polls and events.

•  Interact with peers.

Online Community Uses

• Facebook for PGA Pros: Personal Branding, Public Courses and Private Clubs [April]

• Content Marketing for PGA Pros: The Power of Blogs, Videos, eBooks and Newsletters [April]

• Other topics and timing TBD based on participation and demand

Webinar Topics

• Attend Webinars. • Participate in NOPGA online community. • Apply learning to create and maintain social media

presences (personal and business).

• Provide feedback to committee throughout the year on activities and progress.

• Share best practices and case studies with committee and section.

• Consider offering Member-to-Member training.

The Pilot Program Pledge

Next Steps

1.  Join the online community. All Members and Apprentices will receive a Facebook “NOPGA Social” Group invite.

2.  Post questions, ideas and challenges in Facebook.

3.  Attend upcoming seminars.

Questions & Answers

Paul Roetzer, PR 20/20 www.PR2020.com [email protected]

(216) 333-1242 Twitter: @paulroetzer

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