Presentation by Robert Cole of RockCheetah and Kris Strauss of OB Sports Golf Managemnt for National Golf Course Owners Association Annual Conference held February 29, 2012 at the Renaissance Hotel in Las Vegas, Nevada.
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NGCOA - Measuring and Monetizing Social Mobile
1. Measuring and Monetizing
Social Networking and Mobile Media
Robert Cole Kris Strauss
Founder Vice President Sales & Marketing
RockCheetah OB Sports Golf Management
rockcheetah.com obsports.com
facebook.com/rockcheetah facebook.com/obsports
@robertkcole @obsportsgolf
Participating Sponsors:
2. Session Overview
• Robert Cole - RockCheetah
– Social & Mobile Computing Overview
• Kris Strauss - OB Sports Golf Management
– Experiences, Results & Best Practice Examples
From Golf Social Media & Mobile Campaigns
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Image: Alan Stewart (Creative Commons)
3. Social Local Mobile (SoLoMo)
• SoLoMo Isn‟t the Future, It‟s Already Here
– Social
• Social Media Users Passed Email Users in July „09
– Local
• 97% of Consumers Search Local Businesses Online
– Mobile
• By 2013, More Online via Mobile Phones than PCs
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Image: John McNab (Flickr) Source: Morgan Stanley, Google (2011)
4. Ground Rules - Social & Mobile
• Run a Quality Operation
– Satisfy Needs
– Be Relevant
– Be Unique
• Define Achievable Social & Mobile Strategies
• Choose Social Media & Mobile Platforms Carefully
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Image: @superamit (Flickr)
5. Fish Where the Fish Are
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Image: Explore The Bruce (Flickr) Source: Hitwise (2012)
6. Understand Your Customers
They Want Things: Better Easier Faster Cheaper
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Image: Sergey Galyonkin (Flickr)
7. Loyalty is Based on Values
Value Drives Transactions ● Values Drive Loyalty
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Image: maistora (Flickr)
8. 1) Create Measurable Objectives
• Why?
– What Differentiates You & Supports Your Brand?
• What?
– Identify The Customer‟s Objective
• Who?
– Current / Past Clients, Prospects
• Where?
– At Home, At Office, In Car, At Competitor
• When?
– Time of Day, Day of Week, Advance Lead Time
• How?
– Solution Should Consider All 5 W's
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Image: Dave Pearson(Flickr)
9. 2) Assign Management Responsibility
Who Does What When
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Image: juhansonin (Flickr)
10. 3) Establish Specific Metrics
• The Math is the Simple Part
– ROI = (Benefits - Costs) x 100
Costs
• Basic Metrics
– Number of Friends / Followers / Subscribers
– Number of Tweets / Posts / Likes
• Metrics that Matter
– Applause - Endorsement with Positive Sentiment
– Amplification - Sharing by Friends of Friends
– Conversion - Measurable Outcome (Action / Sale)
• Try to Measure Economic Value
– Short Term + Long Term Revenue
– Plus Any Cost Savings Achieved
• Key Questions:
– Is the Activity Adding Business Value Or Only Manipulating Metrics?
– If the Results Can‟t Be Measured, Is it Worth the Effort & Risk?
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Image: quinn.anya (Flickr) Hat Tip: Avinash Kaushik (Occam's Razor)
11. 4) Sincerely Engage Your Community
• Find Customers‟ Favorite Networks/Platforms
• Be Realistic About Capabilities - Start Small
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Image: francistoms (Flickr)
12. 5) Integrate Social & Mobile Analytics
• Must Capture Key Engagement Data
– Email is Glue for Cross-linking Social Media
– Phone Number is Glue for Cross-linking Mobile
• Cross-Promote Campaigns Between Channels
– Promote Offers for Facebook Followers via Twitter
– Create Pinterest Board of Images from Events
– Encourage Ratings & Reviews During Promotions
– 50% of Facebook Users on Mobile Devices
• Try to Capture “Full-time” Email Addresses
– TripAdvisor – Facebook Integration
• Required TripAdvisor Email = Facebook Email
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Image: brewbooks (Flickr)
13. It‟s Not About You, It‟s About Them
• Twitter
– I sleep alot (Water Cooler)
• Instagram
– Look at me sleep (Photo Album)
• YouTube
– Watch me sleep (Home Movies)
• Blog
– Stories about me sleeping (Magazine)
• Foursquare
– Where I sleep (Travelogue)
• Pinterest
– Places I would like to sleep (Corkboard)
• LinkedIn
– I'm an excellent sleeper (Resume)
• Facebook
– Who I like to sleep with (Diary)
• Google+
– Google employees hanging out, debating my sleep habits (…)
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Image: tarotastic (Flickr)
14. Advertising Aggravation Continuum
High Aggravation Text Messages
High Engagement
App Push Notifications
Telemarketing
Email
Television
Radio
Banner Ads
Mail Low Aggravation
Print Low Engagement
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Image: joshfassbind.com (Flickr) Hat Tip: Melinda Krueger (ClickZ)
15. Measurable Events – Web/Social
• Website • Social
– Active Daily users – Follows
– Time Spent on Site – Favorites / Likes / +1s
– Page Views – Bookmarks
– Click-stream – Ratings
– Registration – Votes
– Subscriptions – Replies
– Purchases – Comments
– eCommerce Revenue – Shares
– Profitability – Contributions
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Image: Leo Reynolds (Flickr)
16. Tougher Things to Measure
• Sentiment
– Enables understanding of intent
• Positive - Neutral - Negative
– Algorithms Analyze Natural Language
• Must Consider Context
• Semantic Web will help
• Influence
– Requires Relationship, Relevance & Trust
– Are Those Influenced Prospective Customers?
– Attribution & Timing Difficult to Track
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Image: NASA's Marshall Space Flight Center (Flickr)
17. Go Beyond Customer Acquisition
• Retention is Key to Lifetime Value
• Social Media Amplifies Lifetime Value
– Customer Evangelists Recruit Other Customers
• Track Negative Statistics
– Bounce Rate (No Interaction on 1st page)
– Drop Rate (Exiting the Site)
– App Uninstalls - Push Notifications
– Stop Messages for Text subscriptions
– Number of Unlikes – Facebook
– Thumbs Down - YouTube
• Identify Root Cause for Social Defections
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Image: Gravitywave (Flickr)
18. Social Media Tools
• Local Listings – Yext, Localeze
• Monitoring – SocialMention, Radian6
• Dashboard – HootSuite, CoTweet
• Influence – Klout, Crowdbooster
• Blogging – Wordpress, Compendium
• Comments – Disqus, Echo
• Web Metrics – Google Analytics, Omniture
• Inbound Marketing – HubSpot, Neolane
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Image: L. Marie (Flickr)
19. Why Mobile Matters
• Mobile Internet Growth:
– 8x Faster than Desktop Internet in 1990's
• Mobile Search Growth:
– 400% since 2010
• By 2015:
– One Mobile Device for Every Person on Earth
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Image: archer10 (Dennis) SLOW (Flickr) Source: Google (2012)
20. Mobile Platform Fragmentation
• Form Factors
– Smartphone
– Tablet
– Netbook
• Operating Systems (US Share)
– Google Android 47.2%
– Apple iOS 33.4%
– RIM Blackberry OS 14.8%
– Microsoft Windows Phone 1.3%
– All Others 3.3%
• Hardware
– Front-facing Cameras
– Voice Commands
– Near-Field Communications
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Image: LexnGer (Flickr) Source: Netbiscuits GmbH (2011)
21. Mobile Users Giveth & Taketh
• Good News
– Mobile Users Are Engaged Buyers
• Mobile-specific Site Increases Engagement by 75%
• 51% of Consumers More Likely to Purchase from
Retailers with Mobile-friendly Websites
• 1 in 5 Mobile Site Visits Produce Immediate Call
• Bad News
– Mobile Users are Unforgiving
• 74% Won‟t Wait Over 5 Seconds for Mobile Page
• 78% Mobile Web & 80% App Users Will Only Try a
Site Two Times or Less if it Doesn't Initially Work
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Image: marc.nicolas (Flickr) Source: Equation Research/Compuware (2012)
22. Apple Patents - Mobile End-Game?
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Image: Motorola (2011 Super Bowl Ad)
23. Mobile Design - Best Practices
• 1. Keep it Quick
• 2. Simplify Navigation
• 3. Be Thumb-friendly
• 4. Design for Visibility
• 5. Make it Accessible
• 6. Make it Easy to Convert
• 7. Make it Local
• 8. Make it Seamless
• 9. Use Mobile Site Redirects
• 10. Listen, Learn and Iterate
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Image: Jason Mcdermott (Flickr) Source: Google/DudaMobile (2012)
24. Measurable Events – Mobile
• Mobile Web • Mobile App
– Active Daily users – Download App
– Time Spent on Site – App Favorite / Like
– Page Views – App Rating
– Click-stream – App Comment
– Clicks to Call – Active Daily users
– SMS/Text Subscription – Time Spent Using App
– Map/Directions Use – Function / Module Use
– Check-In – mCommerce Revenue
– Purchases – Profitability
– mCommerce Revenue
– Profitability
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Image: Leo Reynolds (Flickr)
25. Mobile Analytics = Web Analytics...
Except They‟re Totally Different
• Mobile Not Always Connected to Web
– Some Apps Store Some Metrics
• Apps Are Downloaded
– Can't be Changed Dynamically
– Requires Update by User to Change
• Lack of Visibility / Access Limitations
– Social Networks
– Mobile Platforms
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Image: Photographer (Flickr)
shaun wong (Flickr)
26. Link Important mCommerce Metrics
• Traffic Metrics
– Traffic Source
– Users (New & Returning)
– Sessions (Time of Day)
• Sales Metrics
– Number Items
– Cart Value
– Total Payment
– Promotional Discount Applied
– Coupon Used
• Mobile Metrics
– Device
– Operating System
– Carrier
– Country
– App
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Image: Curtis Gregory Perry (Flickr)
27. THANK YOU
Robert Cole
Founder
RockCheetah
robert@rockcheetah.com
+1.262.309.9560
skype: robertkcole
rockcheetah.com/blog
facebook.com/rockcheetah
Twitter: @robertkcole
Participating Sponsors:
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference 27
34. YOUR SOCIAL NETWORK FOCUS
Step 1: Appoint Social Network
Guru
Step 2: Grow The Audience
Fan Counts / Follows / Downloads
Step 3: Engage, Entertain, Educate
35. CONSIDER CHECK IN CAMPAIGN
Added 50 Fans in One Month – Now Over 1300
40. FACEBOOK ADS
Sedona Results: $500 Investment Resulted in
additional 600 Fans. Now at 1338 Total Fans.
Golf & Wedding Campaigns
Options: Advertise Page, or Drive To Website
42. Pick The Final Four Of The
Accenture Match Play &
Win One Of Five Twosomes
Emailed to Database
RESULT:
DOUBLED FANS/LIKES!
From 432 to 893
Today Total: is 1589
Facebook.com/WekopaGolfClub
78. SOCIAL MEDIA BEST PRACTICES
Appoint A Social Media Guru
Empower and Provide Goals
Messaging - 50/50: 50% (or more on Entertaining,
Educating or Amusing)
Ask Questions
Contests/Sweepstakes
Use Photos
Link to interesting articles, your instruction videos
(your youtube channel), etc.
79. FACEBOOK BEST PRACTICES
Consider Multiple Admins
Ask Questions
Contests/Sweepstakes
Link to interesting articles, quotes, etc
Contests/Sweepstakes
Post instruction videos
(your youtube channel), etc.
Use Photos - Golf shots, fun images, etc.
Link to interesting articles, quotes, etc.
Promote your page! Links on email,
website, signage on property, cart signs
80. TWITTER BEST PRACTICES
Search Keywords and Follow, Retweet, etc
@angelparkgolf
@obsportsgolf
Use Short URLs:
https://bitly.com/
TinyUrl.com
Consider linking Facebook/Twitter
Use Hashtags
#obsports #lasvegasgolf
#NGCOA
81. MOBILE MARKETING
Use of QR Codes
Consider creating Text Club
Mobile Friendly Websites
Mobile Tee Times
Mobile App
82. Measuring and Monetizing
Social Networking and Mobile Media
Robert Cole Kris Strauss
Founder Vice President Sales & Marketing
RockCheetah OB Sports Golf Management
rockcheetah.com obsports.com
facebook.com/rockcheetah facebook.com/obsports
@robertkcole @obsportsgolf
Participating Sponsors: