Presentation by Robert Cole of RockCheetah and Kris Strauss of OB Sports Golf Managemnt for National Golf Course Owners Association Annual Conference held February 29, 2012 at the Renaissance Hotel in Las Vegas, Nevada.

1. Measuring and Monetizing
Social Networking and Mobile Media
Robert Cole Kris Strauss
Founder Vice President Sales & Marketing
RockCheetah OB Sports Golf Management
rockcheetah.com obsports.com
facebook.com/rockcheetah facebook.com/obsports
@robertkcole @obsportsgolf
Participating Sponsors:

2. 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
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Image: Alan Stewart (Creative Commons)

3. 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)

4. Ground Rules - Social & Mobile
• Run a Quality Operation
– Satisfy Needs
– Be Relevant
– Be Unique
• Define Achievable Social & Mobile Strategies
• Choose Social Media & Mobile Platforms Carefully
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Image: @superamit (Flickr)

5. Fish Where the Fish Are
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Image: Explore The Bruce (Flickr) Source: Hitwise (2012)

6. Understand Your Customers
They Want Things: Better Easier Faster Cheaper
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Image: Sergey Galyonkin (Flickr)

7. Loyalty is Based on Values
Value Drives Transactions ● Values Drive Loyalty
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Image: maistora (Flickr)

8. 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)

9. 2) Assign Management Responsibility
Who Does What When
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Image: juhansonin (Flickr)

10. 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)

11. 4) Sincerely Engage Your Community
• Find Customers‟ Favorite Networks/Platforms
• Be Realistic About Capabilities - Start Small
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Image: francistoms (Flickr)

12. 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)

13. It‟s Not About You, It‟s About Them
• 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 (…)
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Image: tarotastic (Flickr)

14. Advertising Aggravation Continuum
High Aggravation Text Messages
High Engagement
App Push Notifications
Telemarketing
Email
Television
Radio
Banner Ads
Mail Low Aggravation
Print Low Engagement
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Image: joshfassbind.com (Flickr) Hat Tip: Melinda Krueger (ClickZ)

15. Measurable Events – Web/Social
• Website • Social
– Active Daily users – Follows
– Time Spent on Site – Favorites / Likes / +1s
– Page Views – Bookmarks
– Click-stream – Ratings
– Registration – Votes
– Subscriptions – Replies
– Purchases – Comments
– eCommerce Revenue – Shares
– Profitability – Contributions
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Image: Leo Reynolds (Flickr)

16. 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)

17. 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)

18. 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)

19. 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)

20. 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)

21. 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)

22. Apple Patents - Mobile End-Game?
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Image: Motorola (2011 Super Bowl Ad)

23. 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)

24. Measurable Events – Mobile
• Mobile Web • Mobile App
– Active Daily users – Download App
– Time Spent on Site – App Favorite / Like
– Page Views – App Rating
– Click-stream – App Comment
– Clicks to Call – Active Daily users
– SMS/Text Subscription – Time Spent Using App
– Map/Directions Use – Function / Module Use
– Check-In – mCommerce Revenue
– Purchases – Profitability
– mCommerce Revenue
– Profitability
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Image: Leo Reynolds (Flickr)

25. 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)
shaun wong (Flickr)

26. 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)

27. THANK YOU
Robert Cole
Founder
RockCheetah
robert@rockcheetah.com
+1.262.309.9560
skype: robertkcole
rockcheetah.com/blog
facebook.com/rockcheetah
Twitter: @robertkcole
Participating Sponsors:
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference 27

28. Kris Strauss
Vice President Sales & Marketing
OB Sports Golf Management
kstrauss@obsports.com
Direct: (480) 776-8109 - Cell: (480) 518-5003
@krisstrauss
www.obsports.com
www.facebook.com/obsports - @obsportsgolf
www.youtube.com/obsportsgolf
Participating Sponsors:

32. OB SPORTS SOCIAL MEDIA LEADERBOARD

33. OB SPORTS DATABASE LEADERBOARD

34. YOUR SOCIAL NETWORK FOCUS
 Step 1: Appoint Social Network
Guru
 Step 2: Grow The Audience
Fan Counts / Follows / Downloads
 Step 3: Engage, Entertain, Educate

35. CONSIDER CHECK IN CAMPAIGN
Added 50 Fans in One Month – Now Over 1300

36. TETHEROW GOLFER PHOTOS
Facebook.com/TetherowGolf - 2422 Likes

37. TETHEROW GOLFER PHOTOS
Facebook.com/TetherowGolf - 2422 Likes

38. ASK QUESTIONS / START CONVERSATION
Facebook.com/TetherowGolf - 2422 Likes

39. CONSIDER FACEBOOK ADS
Targeted and affordable!
(CPC is .80 - $2 (Google is now $2-$3+)

40. 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

41. FACEBOOK SUCCESS STORIES
We-Ko-Pa Golf Club – Fort McDowell, Arizona

42. 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

43. FACEBOOK SUCCESS STORIES
McDowell Mountain Golf Club –
McdowellMountainGC.com

45. FACEBOOK SUCCESS STORIES
Pick The winner of
Pebble Beach AT&T &
Win One Of Five
Twosomes
Emailed to Database
RESULT:
DOUBLED FANS/LIKES!

46. POST FUN IMAGES – RAVEN GC PHOENIX

47. PROMOTE SPECIAL EVENTS

48. PROMOTE YOUR NON GOLF EVENTS

51. ANGEL PARK GOLF CLUB FACEBOOK FAN DAY
118 players. Raised “Likes” from 214 to 654
Facebook.com/AngelParkGolf - 1883 Likes today

52. PROMOTION OF OUR GOLFER OF THE DAY

53. FACEBOOK GREEN FEE PROMOTIONS

54. FACEBOOK TEE TIMES
Golfswitch, Golf Now/Golf Channel Solutions & Quick 18
will add a booking engine to your FB Page

55. FACEBOOK TEE TIMES – RAVEN GC Phoenix
www.ravenphx.com Facebook.com/ravenphx Twitter.com/ravenphx

56. www.longbowgolf.com Facebook.com/longbowgolfclub

57. 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

58. Hunter’s Creek Golf Club – Orlando
@hunterscreekgc - Power user of Hashtags

61. @highmeadowranch - 520 followers

62. Mobile Marketing For Golf Industry
Personal / Recent Experience - USAA
62

63. Is your website mobile friendly?
Cybergolf – Free Version
63

64. Other Mobile Website Options
We-Ko-Pa Golf Club – Custom Example
64

65. Longbow POS Sign –Promotion of App

66. Mobile Tee Time Options:
• FORE - Web
• Golf Channel Solutions - WAP
• Golfswitch - App
• Quick18 - App

67. 1614 Total Rounds Booked - Jan 2012
• 403 Via Course Website
• 303 booked VIA MOBILE DEVICE / APP

68. Use of QR Code to Drive Traffic to Mobile Booking Page
Check in counter, ads, and elsewhere

69. Text Clubs

70. Text Clubs
The Legacy Golf Club - One “off-season” Text
($15 Off On Tuesday) drove 58 rounds for $2271

71. QR Codes

72. QR Codes

73. QR Codes

74. QR Codes

75. 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!
75

77. OTHER Considerations:
YouTube Channel, Trip Advisor,
Yelp, Google Places etc.
77

78. SOCIAL MEDIA BEST PRACTICES
 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.

79. 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

80. 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

81. MOBILE MARKETING
 Use of QR Codes
 Consider creating Text Club
 Mobile Friendly Websites
 Mobile Tee Times
 Mobile App

82. Measuring and Monetizing
Social Networking and Mobile Media
Robert Cole Kris Strauss
Founder Vice President Sales & Marketing
RockCheetah OB Sports Golf Management
rockcheetah.com obsports.com
facebook.com/rockcheetah facebook.com/obsports
@robertkcole @obsportsgolf
Participating Sponsors: