Connecting with the 21st
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1. Post engaging, high-quality content regularly about your club, events, golf tips, photos and videos of members. 2. Interact with followers by liking and commenting on their posts. Respond to questions and messages promptly. 3. Promote your social media pages on your website and with email newsletters to drive more traffic and followers. 4. Run contests and giveaways to encourage followers to like, share and engage with your content.
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Connecting with the 21st
- 2. ASK YOURSELF Why is communication so important? What kinds of media can golf professionals utilize? What is social media and what value does it bring? Which sectors of the golf industry can benefit? I don’t have any experience, how can I learn?
- 3. VALUE IN COMMUNICATION 1. Engage members and guests online 2. Membership drive 3. Value added to current members or guests 4. Little to no cost 5. Convenience to the member/guest & professional staff 6. Allows faster, seamless communication
- 4. TIMELINE (PRE 2000) "Mr.Watson--come here--I want to see you." Telephone - 1890 Internet - 1969 ARPANET Email - 1976 “Comet” became the first email service Now, 144.8 Billion Emails AreSent Every Day Postal Service – 50 BC Augustus Caesar organized the first true mail service. Since then, the internet and its capabilities have boomed Television – 1927 It wasn’t until 1964 that 1 million people had cable
- 5. TIMELINE (2000-2013) *Plus so many more * SlideShare – 2006 Has an estimated 58 million unique visitors a month “Modern Smart Phone Era”-2007 56% of adults have smartphones, up from just 35% two years ago Twitter – 2006 200 million active users send 400 million tweets per day YouTube – 2005 Has More than 1 billion unique visits each month Facebook – 2004 Facebook reached 1 billion users in 9 years
- 6. TOPICS TO COME Text Messaging SMS – Instantaneous Email – A very common way to connect in the 21st century Facebook – King of social media with over a billion members Youtube – Use videos to connect with your patrons Slideshare – Convey information important to your membership Twitter – Short sweet and probably the most trendy of Social Networks
- 8. TEXT MESSAGING (SMS) •Pros • Instantaneous • Convenient • Promote shop sales • Alert to sudden changes • Free • 97% of all messages are opened • (83 percent within one hour) •Cons • It can be very invasive • People can opt out quickly
- 9. Twitter Texts 1. Setup aTwitter account at twitter.com 2. Customize your twitter account 3. Advertise your SMS direct messaging i. Encourage people through special deals Management Side 1. Text “follow @’yourtwitterhandlehere’” 2. Send the text message to 40404 3. Reply with “yes” 4. Begin receiving promotions, alerts, and reminders straight to your phone Member/Guest Side Send Reminders Promote Sales Communicate Changes
- 10. EMAIL
- 12. EMAIL Pros • Clubs • Promote • Upcoming events • Merchandise sales • Keep membership “up-to-date” • Send results from events • Less intrusive than SMS • Resorts/Public • Grow your database • Marketing campaign • Return customers • Build relationships Cons Your message may get sent to spam • And no one likes spam
- 13. Thank Event Participants Effectively Communicate Events BuildYour Following Integrate Media Engaging Emails
- 15. SOCIAL MEDIA: FACEBOOK Clubs • Engage members online • Considered another service • Merchandise sales • Results from events • Membership drive • Receive feedback Resorts • Marketing Campaign • Build Relationships • Facilitate raving fans "Social media has taken the communication to our membership to another level!“Todd Firestone, PGA
- 16. Share Photos Create Raving Fans 5/6 comments are from Members of the club Post & Share Results Facebook Features
- 18. SOCIAL MEDIA:YOUTUBE Pros • Clubs • Weekly Updates • Upcoming Events • Merchandise sales • Results from events • Wow your membership • Resorts • Marketing Campaign • Return Customers • Build Relationships Cons • Challenging to keep up with
- 19. “That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.” 1.8 MillionWords “According to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text.” 59% Communicate Progress EntertainWeeklyUpdates UtilizingYouTube
- 21. SOCIAL MEDIA: TWITTER Pros • Clubs • Engage members online • Considered another service • Medium to integrate other media • Merchandise sales • Results from events • Resorts • Marketing Campaign • Facilitate raving fans • Receive Feedback • Build a following Cons • Message may get overlooked
- 22. SLIDESHARE • Pros • Clubs • Share important information • Recap of the golf season • Resorts • Marketing Campaign • Educate guests to your history • Cons • The following is not as large as other social networks • Needs to be integrated into other media
- 23. RECAP
- 24. RESOURCES TO USE Resources are everywhere here are a few good ones
- 25. SOURCES http://hnn.us/article/142824#sthash.WxiO3QSV.dpuf Timeline information: http://socialmediacertificate.net/wp-content/uploads/2010/12/socialMediaTL_05-11.png http://www.youtube.com/yt/press/statistics.html http://www.forbes.com/sites/markrogowsky/2013/06/06/more-than-half-of-us-have- smartphones-giving-apple-and-google-much-to-smile-about/ Youtube statistics: http://www.videobrewery.com/blog/18-video-marketing-statistics SMS statistics: http://www.nytimes.com/2009/09/24/business/smallbusiness/24texting.html?pagewanted=all
- 26. THANK YOU! How do I create a following on our club’s social media??
Hinweis der Redaktion
- “Our research has shown that while 66 percent of consumers would like to receive offers from brands they trust on their mobile devices, only 23 percent of consumers have actually received an offer from brands on their phones” – mobilemarketer.com
- Most of you are thinking, “how much does it cost?” - It is completely free as opposed to the multitude of other text message marketing platforms.
- Clubs can use tools such as
- Thank participants – We are in the “Thank you economy” that means if a member or guest is going to play in your event, show you’re appreciation! Colorful results sheets that are personal are a great way to do this and email is the most seemless, effective way to communicate these things. Demonstrate Commitment – When the event is over, and it is 9:00pm, is your job as a golf professional over? No. Instead of resting and congratulating each other on a job well done, strive to impress your participants even more. Think if you get a results sheet to their email by 10pm- they will be wowed by your commitment and dazzled by your care. Integrate other forms of media for better message effectiveness and to build your following on networks that we will talk about in a minute.
- First, sharing photos is great because members can go home, download the photo and have it forever, value added. In addition to downloading their photo, they can post and share their photos to their friends (likely other young professionals in the area) thus making facebook a possible membership driveFacebook is also a place to receive feedback. Know you all are doing a good job when you hear from raving fans.For facebook or any social network to benefit you, you must first create a following. To do this, promote your social media via email, results sheets, reminders, flyers, sales, wherever.