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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
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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
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Image: @superamit (Flickr)
• Define Achievable Social & Mobile Strategies
• Choose Social Media & Mobile Platforms Carefully
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Fish Where the Fish Are
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Image: Explore The Bruce (Flickr) Source: Hitwise (2012)
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Understand Your Customers
They Want Things: Better۰Easier۰Faster۰Cheaper
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Image: Sergey Galyonkin (Flickr)
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Loyalty is Based on Values
Value Drives Transactions ● Values Drive Loyalty
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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
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Image: Dave Pearson(Flickr)
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2) Assign Management Responsibility
Who ۰ Does What ۰ When
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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?
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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
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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
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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
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Image: tarotastic (Flickr)
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Advertising Aggravation Continuum
Text Messages
App Push Notifications
Telemarketing
Email
Television
Radio
Banner Ads
Mail
Print
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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
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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
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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
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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
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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
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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
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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
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Image: marc.nicolas (Flickr) Source: Equation Research/Compuware (2012)
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Apple Patents - Mobile End-Game?
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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
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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
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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
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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
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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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Mobile Marketing For Golf Industry
Personal / Recent Experience - USAA
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Is your website mobile friendly?
Cybergolf – Free Version
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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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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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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