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Measuring and Monetizing Social Networking and Mobile Media Kris Strauss Vice President Sales & Marketing OB Sports Golf Management obsports.com facebook.com/obsports @obsportsgolf Participating Sponsors: Robert Cole Founder RockCheetah rockcheetah.com facebook.com/rockcheetah @robertkcole

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 2 Image: Alan Stewart (Creative Commons)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 3 Image: John McNab (Flickr) Source: Morgan Stanley, Google (2011)

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Ground Rules - Social & Mobile • Run a Quality Operation – Satisfy Needs – Be Relevant – Be Unique February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 4 Image: @superamit (Flickr) • Define Achievable Social & Mobile Strategies • Choose Social Media & Mobile Platforms Carefully

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Fish Where the Fish Are February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 5 Image: Explore The Bruce (Flickr) Source: Hitwise (2012)

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Understand Your Customers They Want Things: Better۰Easier۰Faster۰Cheaper February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 6 Image: Sergey Galyonkin (Flickr)

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Loyalty is Based on Values Value Drives Transactions ● Values Drive Loyalty February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 7 Image: maistora (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 8 Image: Dave Pearson(Flickr)

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2) Assign Management Responsibility Who ۰ Does What ۰ When February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 9 Image: juhansonin (Flickr)

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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? February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 10 Image: quinn.anya (Flickr) Hat Tip: Avinash Kaushik (Occam's Razor)

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4) Sincerely Engage Your Community • Find Customers’ Favorite Networks/Platforms • Be Realistic About Capabilities - Start Small February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 11 Image: francistoms (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 12 Image: brewbooks (Flickr)

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• 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 (…) It’s Not About You, It’s About Them February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 13 Image: tarotastic (Flickr)

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Advertising Aggravation Continuum Text Messages App Push Notifications Telemarketing Email Television Radio Banner Ads Mail Print February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 14 High Aggravation High Engagement Low Aggravation Low Engagement Image: joshfassbind.com (Flickr) Hat Tip: Melinda Krueger (ClickZ)

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Measurable Events – Web/Social • Website – Active Daily users – Time Spent on Site – Page Views – Click-stream – Registration – Subscriptions – Purchases – eCommerce Revenue – Profitability • Social – Follows – Favorites / Likes / +1s – Bookmarks – Ratings – Votes – Replies – Comments – Shares – Contributions February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 15 Image: Leo Reynolds (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 16 Image: NASA's Marshall Space Flight Center (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 17 Image: Gravitywave (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 18 Image: L. Marie (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 19 Image: archer10 (Dennis) SLOW (Flickr) Source: Google (2012)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 20 Image: LexnGer (Flickr) Source: Netbiscuits GmbH (2011)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 21 Image: marc.nicolas (Flickr) Source: Equation Research/Compuware (2012)

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Apple Patents - Mobile End-Game? February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 22 Image: Motorola (2011 Super Bowl Ad)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 23 Image: Jason Mcdermott (Flickr) Source: Google/DudaMobile (2012)

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Measurable Events – Mobile • Mobile Web – Active Daily users – Time Spent on Site – Page Views – Click-stream – Clicks to Call – SMS/Text Subscription – Map/Directions Use – Check-In – Purchases – mCommerce Revenue – Profitability • Mobile App – Download App – App Favorite / Like – App Rating – App Comment – Active Daily users – Time Spent Using App – Function / Module Use – mCommerce Revenue – Profitability February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 24 Image: Leo Reynolds (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 25 Image: Photographer (Flickr) Image: shaun wong (Flickr)

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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 February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 26 Image: Curtis Gregory Perry (Flickr)

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February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference 27 THANK YOU Robert Cole Founder RockCheetah [email protected] +1.262.309.9560 skype: robertkcole rockcheetah.com/blog facebook.com/rockcheetah Twitter: @robertkcole Participating Sponsors:

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Kris Strauss Vice President Sales & Marketing OB Sports Golf Management [email protected] Direct: (480) 776-8109 - Cell: (480) 518-5003 @krisstrauss www.obsports.com www.facebook.com/obsports - @obsportsgolf www.youtube.com/obsportsgolf Participating Sponsors:

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OB SPORTS SOCIAL MEDIA LEADERBOARD

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OB SPORTS DATABASE LEADERBOARD

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YOUR SOCIAL NETWORK FOCUS  Step 1: Appoint Social Network Guru  Step 2: Grow The Audience Fan Counts / Follows / Downloads  Step 3: Engage, Entertain, Educate

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CONSIDER CHECK IN CAMPAIGN Added 50 Fans in One Month – Now Over 1300

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TETHEROW GOLFER PHOTOS Facebook.com/TetherowGolf - 2422 Likes

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TETHEROW GOLFER PHOTOS Facebook.com/TetherowGolf - 2422 Likes

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ASK QUESTIONS / START CONVERSATION Facebook.com/TetherowGolf - 2422 Likes

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CONSIDER FACEBOOK ADS Targeted and affordable! (CPC is .80 - $2 (Google is now $2-$3+)

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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

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FACEBOOK SUCCESS STORIES We-Ko-Pa Golf Club – Fort McDowell, Arizona

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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

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McDowell Mountain Golf Club – McdowellMountainGC.com FACEBOOK SUCCESS STORIES

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FACEBOOK SUCCESS STORIES Pick The winner of Pebble Beach AT&T & Win One Of Five Twosomes Emailed to Database RESULT: DOUBLED FANS/LIKES!

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POST FUN IMAGES – RAVEN GC PHOENIX

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PROMOTE SPECIAL EVENTS

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PROMOTE YOUR NON GOLF EVENTS

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ANGEL PARK GOLF CLUB FACEBOOK FAN DAY 118 players. Raised “Likes” from 214 to 654 Facebook.com/AngelParkGolf - 1883 Likes today

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PROMOTION OF OUR GOLFER OF THE DAY

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FACEBOOK GREEN FEE PROMOTIONS

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FACEBOOK TEE TIMES Golfswitch, Golf Now/Golf Channel Solutions & Quick 18 will add a booking engine to your FB Page

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FACEBOOK TEE TIMES – RAVEN GC Phoenix www.ravenphx.com Facebook.com/ravenphx Twitter.com/ravenphx

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www.longbowgolf.com Facebook.com/longbowgolfclub

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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

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Hunter’s Creek Golf Club – Orlando @hunterscreekgc - Power user of Hashtags

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@highmeadowranch - 520 followers

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62 Mobile Marketing For Golf Industry Personal / Recent Experience - USAA

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63 Is your website mobile friendly? Cybergolf – Free Version

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64 Other Mobile Website Options We-Ko-Pa Golf Club – Custom Example

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Longbow POS Sign –Promotion of App

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Mobile Tee Time Options: • FORE - Web • Golf Channel Solutions - WAP • Golfswitch - App • Quick18 - App

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1614 Total Rounds Booked - Jan 2012 • 403 Via Course Website • 303 booked VIA MOBILE DEVICE / APP

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Use of QR Code to Drive Traffic to Mobile Booking Page Check in counter, ads, and elsewhere

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Text Clubs

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Text Clubs The Legacy Golf Club - One “off-season” Text ($15 Off On Tuesday) drove 58 rounds for $2271

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QR Codes

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QR Codes

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QR Codes

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QR Codes

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75 Mobile Marketing – OB Sports App OB Sports unveiled the first of it’s kind and OB Sports Golf App Coming Q1 2012 – OB SPORTS 2.0 APP!

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77 OTHER Considerations: YouTube Channel, Trip Advisor, Yelp, Google Places etc.

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 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. SOCIAL MEDIA BEST PRACTICES

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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

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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

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MOBILE MARKETING  Use of QR Codes  Consider creating Text Club  Mobile Friendly Websites  Mobile Tee Times  Mobile App

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Measuring and Monetizing Social Networking and Mobile Media Kris Strauss Vice President Sales & Marketing OB Sports Golf Management obsports.com facebook.com/obsports @obsportsgolf Participating Sponsors: Robert Cole Founder RockCheetah rockcheetah.com facebook.com/rockcheetah @robertkcole