Connecting with the 21st

the 21st Century Golfer

Connecting With By Tyce Calvert

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?

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

TIMELINE (PRE 2000)

"Mr. Watson--come here--I want to see you."

Telephone - 1890

Internet - 1969

ARPANET

Email - 1976

“Comet” became the first email serviceNow, 144.8 Billion Emails Are Sent Every Day

Postal Service – 50 BC

Augustus Caesar organized the first true

mail service.

Since then, the internet and its capabilities have

boomed

Television – 1927It wasn’t until 1964 that

1 million people had cable

TIMELINE (2000-2013)

*Plus so many more

*

SlideShare – 2006Has 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 – 2006200 million active users send 400 million tweets

per day

YouTube – 2005Has More than 1

billion unique visits each month

Facebook – 2004Facebook reached 1 billion users

in 9 years

TOPICS TO COME

Text Messaging SMS – Instantaneous

Email – A very common way to connect in the

21st centuryFacebook – King of social media with over a billion

membersYoutube – 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

TEXT MESSAGING (SMS)

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

Twitter Texts

1. Setup a Twitter account at twitter.com2. Customize your twitter account 3. Advertise your SMS direct messaging

i. Encourage people through special deals

Management Side1. Text “follow @’yourtwitterhandlehere’”2. Send the text message to 404043. Reply with “yes” 4. Begin receiving promotions, alerts, and

reminders straight to your phone

Member/Guest Side

Send Reminders Promote SalesCommunicate Changes

EMAIL

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

Thank Event Participants

Effectively Communicate Events

Build Your Following

Integrate Media

Engaging Emails

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

Share Photos

Create Raving Fans

5/6 comments are from

Members of the club

Post & Share Results

Facebook Features

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

“That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.”

1.8 Million Words

“According to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text.”

59%

Communicate Progress

EntertainWeekly Updates

Utilizing YouTube

SOCIAL MEDIA: TWITTERPros

• 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

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

RECAP

RESOURCES TO USE

Resources are everywhere here are a few good ones

SOURCES

http://hnn.us/article/142824#sthash.WxiO3QSV.dpuf

Timeline information:

http://socialmediacertificate.net/wp-content/uploads/2010/12/socialMediaTL_05-11.pnghttp://www.youtube.com/yt/press/statistics.htmlhttp://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

THANK YOU!

How do I create a following on our club’s social media??