The Golf Industry and Social Media

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Internet Marketing SEO

SEM

Social Media

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Background - Integrated Internet Marketing

Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

Social Media

Making web sites suited for recognition by web crawlers, improving volume of traffic to the website - organic search

Google, Yahoo, Bing Sponsored Links purchased by Keyword Search (PPC – Pay per Click)

Facebook, Twitter, LinkedIn to create “relationships, experiences” with customers

Class Assignment

• Two major trends 1. Smartphone used more than PC.

For what? • Content consumption - accessing

internet for information

2. Three very different platforms competing for how we use the Internet

• How can a golf course attract new customers? – SEO/SEM to be found in search

engines. See Appendix.

• How can a golf course use social media to improve its business? – Brainstorm potential applications

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Golf Industry - Case Study Current Situation

• “Declining participation by the average golfer and lack of new golf enthusiasts”

– Too much capacity directed to higher incomes

– 22% of golfers score <90. Is risk 78% feel less than satisfied when playing?

• Demand Decreasing

– 26.2 million golfers in the US

• 33% seniors, increasingly on fixed income

• 45% aged 18 to 49, flat real income growth

• 22% junior golfers, down 24% since 2000

– 489 million rounds played in 2009, -6% since 2000

• Supply Increasing

– 16,057 golf facilities in US

– 1,141 in construction (pre-recession) or +7%

Problem Statement

• Market conditions causing price pressure

• Need new ways to attract, retain, satisfy golfers

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Golf Industry - Case Study Social Media Brainstorm

• Current use of Social Media by Golf – YouTube: Lessons, bloopers, tips, disc. But not golf course

experiences. – Facebook: stores, directories , PGA. Very few courses w/“Wall”.

• Limited use of Social Media. Is there an opportunity?

• If so, Key Success Factors are… – Establishes a unique relationship or experience with golfers in a

local community • Repeat play • Connects people to the course digitally, but also gets them on the course

– Grow the industry • Reduce price pressure • Increase number of golf rounds played

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Golf Industry - Case Study Social Media Brainstorm – Ideas Generated – Others?

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1) Golfers share update of rounds and experience

2) Monthly Friday Night Happy Hour and Putting Contest – share results, pictures on Wall

3) Find a Group to join when needed (ask on the Wall, share golf profile)

1) Videos of “How to play the course” – Pro advice

2) Monthly video of people, play, and scenes on the course. Post on FB. Email to “golf card” players.

3) “Behind the Scenes” video of course operations and maintenance

Follow the Pro:

1) Commentary on major PGA/USGA tour events and players. Post on FB as well.

2) Encourage people taking a lesson (and others) highlighting progress, key advice

3) “Course Comment” while playing – make an invite

APPENDIX

SEO/SEM used in Golf Industry – Following pages are background and examples.

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How? SEO

• Internal and external website analysis

• Link building

• Proper website architecture and development

• Competitor analysis

• Keyword research and optimization (tags and titles)

• Content development (blogs)

SEM • Adwords – text ad placed for

keywords “purchased” – 20-30 “tightly themed” – 2 or 3 word phrases best – Test, refine regularly

• Broad, phrase, or exact match • Pay only when a user clicks on

your ad. Click Thru Rate = 3-5% • Goals: Direct response or

Branding/Awareness • Can target geographies • Ad Rank = Bid price +

Relevancy measure • Daily budget or max CPC

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Results? Conversion: action desired by the marketer

Marketing Sherpa survey of 679 companies engaged in search marketing activities (5/10) found:

1. Online sale of product/service Organic conversion rate: 7.2%

PPC conversion rate: 5.0%

Shopping engine conversion rate: 6.6%

2. Lead generated (registration data or email obtained)

Organic conversion rate: 7.0%

PPC conversion rate: 5.8%

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Google Search Response

“OC CA Golf Courses”

How operators think? SEO-website

1. Orange County Golf Courses

2. Pelican Hill Golf Club

3. River View Golf Club

4. Tustin Ranch Golf Club

5. Strawberry Farms Golf Club

6. Newport Beach Golf Course

7. Rancho San Joaquin Golf

8. Brea Creek Golf Course

9. Orange County Golf Courses

10. Black Gold Golf Club

“OC CA Golf”

How Consumers think? SEM-Related Search

1. Golf lessons OC CA

2. Discount Golf Tee Times

3. OC Golf Tee Times

4. Discount Golf Sites

5. Golf Carts OC CA…

46. Golf Newport Beach

47. Golf Palm Springs

48. San Clemente Golf

49. Costa Mesa Golf

50. OC National Golf

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