Upload
jeffery-hopkins
View
221
Download
0
Tags:
Embed Size (px)
Citation preview
The New Frontier: Using Social Media & Digital Marketing to Dominate the Marketplace
Scott Brandon, Owner/CEO/President, The Brandon AgencyJohn Kim, Coordinating Producer, PGA.com/Turner Sports
Presenting Sponsor:
The New Frontier: Using Social Media & Digital Marketing to Dominate the Marketplace
First developed in 1995 on an allocation platform
Now interfaced to most all major POS providers
Official booking engine for T-Links, now IBS & Play18
Installed in over 300 courses across the country
Installed in over 500 hotel properties world-wide
Over $600 million in online revenue generated in 2013
Package booking engine
Capable of booking 12+ golfers and multiple rounds in one transaction
Book up to a year in advance
Built-in reviews engine
The way golfers are planningbuying, and consuming golfis changing rapidly
Fewer golfersIncreased competitionRate compressionThird-party channels
When you change what you believe,You can change what you do…
Spencer Johnson
SEOGoogle LocalPPCSocial PlatformsReviewsPhotos
Maximize Your Discoverability
Brand protectReviewsSocial platforms Photography Affirm the decisionMaximize direct bookings
Protect Your Brand
Easy to NavigateBe Visual Easy to BookEasy to CallEasy Directions
Be Sticky
Optimize For Mobile
Get their email addressGet their mobile phone numberGet them to like your Facebook pageGet them to follow you on TwitterInvite & empower them to share Provide a way for them to leave reviewsMake the reviews visibleConsistently re-market
Own, Control & Use Your Own Data
Harvesting intentOwning your customerDelivering a great experience Empowering them to share their experience Remarketing to them
Focus On
Is Social Media Worth It?
Social Media is the #1 activity on the Internet
Advertising Begins As An
Interruption
Social media begins with interest
For social media to be successful you have to keep your customers’ interests ahead of your own. You must be interesting,
useful helpful and valuable
Scott BrandonThe Brandon Agency
3023 Church St, Myrtle Beach SC, 29577
843.916.2000
www.thebrandonagency.comwww.facebook.comthebrandonagency
www.twitter.com/wscottbrandon
SOCIAL MEDIA BOOTCAMP
What is Social Media?
• It is real-time digital communication/marketing
• It’s a tool, not a destination
• It is based on how you communicate everyday
27
WHY IT MATTERS
• Fundamentally changed the way the world communicates, learns and influences each other.
• Your business goals have not changed
• The way you act/react/reachout to students, members, prospective players must change
28
YOU CONNECT THRU MEDIA
• Owned Media
• Paid Media
• Earned Media ***
29
CASE STUDY: CALLAWAY GOLF
30
CASE STUDY: CALLAWAY GOLF
31
Assessments:
1.) Traditional models were not working for brand 2.) Sales were down3.) Needed to become a part of the conversation
CASE STUDY: CALLAWAY GOLF
32
CASE STUDY: CALLAWAY GOLF
33
CASE STUDY: CALLAWAY GOLF
34
CASE STUDY: ACTION PLAN
1.Make sure that product was grade A2.Re-engage with fans 3.Create new brand image/voice4. Identify the influencers
35
CASE STUDY: CALLAWAY GOLF
36
USE THE TOOLS!
Facebook1. Create engagement/discussions
37
38
EDUCATION AND ENTERTAINMENT
39
EDUCATION AND ENTERTAINMENT
SMART PARTNERSHIPS
40
Daily Twitter
41
TAKEAWAYS
Macro (Communities) • Acquire (people)• Convert (them to fans)• Deepen (the relationship)
Micro (Influencers)• Identify• Engage• Reward
42
What I’d Do:
Incent others to talk about you:
•Reward a “Tweet of the Week”•Create a “Check in” area so golfers can show off (advertise) your course•Post pictures of your course•Engage with those who post/tweet to you
43