Measuring and Monetizing Social Networking & Mobile Media
Presentation by Robert Cole of RockCheetah and Kris Strauss of OB Sports Golf Management at the 2012 National Golf Course Owners Association (NGCOA) Annual Conference February 29, 2012 at the Renaissance Las Vegas in Las Vegas, Nevada USA.
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)
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)
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
& 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)
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)
• Be Realistic About Capabilities - Start Small February 28, 2012 | Las Vegas, NV NGCOA • Annual Conference Robert Cole | RockCheetah | 11 Image: francistoms (Flickr)
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)
– 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)
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)
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)
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)
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)
• 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)
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)
– 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)
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
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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