Slides from our 'Golf and Social Media' presentation at the TGI Golf Partnership Conference, Manchester, 5th February, 2013.

1. ENERGISE2-0.COM
Golf Social Media
Dr. Jim Hamill
jim.hamill@energise2-0.com
www.energise2-0.com
www.twitter.com/drjimhamill

2. A conversation
not a broadcast
presentation
ENERGISE2-0.COM

3. Agenda
• The Social Media Revolution
• The 5 key things to remember about
Social Media
• Old Marketing RIP – Long Live Inbound/Content
Marketing
• Practical Next Steps, Some Useful Tools and
Performance Measurement
ENERGISE2-0.COM

4. Let’s start with a
few questions?
ENERGISE2-0.COM

5. Social Media: The State of Play
Where are you with
social media?
What progress have you made?
Where are you going?
ENERGISE2-0.COM

6. What Road Are You On?
ENERGISE2-0.COM

7. Any specific questions you
would like addressed?
ENERGISE2-0.COM

8. Golf Social Media
• Golf has been slow to respond to the opportunities and
threats of Social Media
• But recently, very good progress has been made
ENERGISE2-0.COM

9. Slow to Respond – A Perception Problem?
ENERGISE2-0.COM

10. But Progress Being Made
ENERGISE2-0.COM

11. Changing Times
ENERGISE2-0.COM

12. But Old Scottish Guys are a Barrier 
ENERGISE2-0.COM

13. Over 1m Mentions Per Month
ENERGISE2-0.COM

14. Easy to Monitor Trends
ENERGISE2-0.COM

15. Large Number of Golf Social Networks
ENERGISE2-0.COM

16. 5m on Facebook
ENERGISE2-0.COM

17. Very Active on Twitter
ENERGISE2-0.COM

18. Are We Ready To…..
ENERGISE2-0.COM

19. Are we Ready to Join the
Social Media Revolution?
ENERGISE2-0.COM

20. The Social Media Revolution
ENERGISE2-0.COM

21. The Connected Customer
ENERGISE2-0.COM

22. Be Social
ENERGISE2-0.COM

23. Be ‘Customer Led’
Talking WITH rather than
AT your customers is the
core foundation of a
successful social media
strategy
The basis of a good
conversation is
to listen first
ENERGISE2-0.COM

24. The rules of the game have changed
The 5 key things to remember
about Social Media
ENERGISE2-0.COM

25. 1. It’s a Revolution
A fundamental and revolutionary change
in online behaviour, expectations and
the online customer experience.
The end of the ‘read only’ internet
Content generated by the network for
the network
We are no longer passive consumers of
content/brand messages
ENERGISE2-0.COM

26. 2. It’s Social
A conversation
not a broadcast
platform
Conversations are taking
place relevant to your
brand – are you listening?
ENERGISE2-0.COM

27. Social Media Listening
ENERGISE2-0.COM

28. 3. Power Shift
Social media empowers
customers, empowers the network
We no longer control the brand
The brand becomes the customer
experience of the brand –
experiences that are widely
shared online
ENERGISE2-0.COM

29. ENERGISE2-0.COM

30. 4. Declining Effectiveness
Declining effectiveness of traditional
approaches to sales and marketing
Does anyone listen any more?
We are no longer passive sheep
waiting to be ‘driven’ to your web site
If you treat us like sheep, we will tell you
to ‘flock off’.
ENERGISE2-0.COM

31. Do You Listen?
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (
www.slideshare.com) ENERGISE2-0.COM

32. Do You Listen?
ENERGISE2-0.COM

33. 5. The End of Business as Usual
ENERGISE2-0.COM

34. The End of Business as Usual
‘Winners’ will be those organisations who fully utilise
the interactive power of Web 2.0 technology for
engaging with and energising customer and
network relationships
ENERGISE2-0.COM

35. New Performance Measures
• Business success depends on the quality of your customer
base; the strength of the relationship you have with quality
customers; and your ability to leverage that relationship
• In a social media era, business success depends on the
– Quality of your network
– Relationship strength
– Ability to leverage
The 6Is Approach
ENERGISE2-0.COM

36. Performance Measurement
 Involvement – network/community numbers/quality, time spent,
frequency, geography
 Interaction – actions they take – read, post, comment, reviews,
recommendations
 Intimacy – affection or aversion to the brand ; community sentiments,
opinions expressed etc
 Influence – advocacy, viral forwards, referrals and recommendations,
social bookmarking
 Insight – customer insight
 Impact – business impact
Social Media Monitoring Tools –Audit, Assess,
Impact
ENERGISE2-0.COM

37. The ‘6Is’ Approach
ENERGISE2-0.COM

38. Implications for You?
An Opportunity or a Threat?
ENERGISE2-0.COM

39. Lets Discuss
ENERGISE2-0.COM

40. Some Questions
• Do we need to unlearn marketing and PR?
• Are new ‘mindsets’ required?
• Do we need to shift from Outbound to Inbound
Marketing and PR?
• Is Content King (after the customer of course)?
• Is strategy important? What tools are available to help
us?
ENERGISE2-0.COM

41. Rethinking Marketing & PR
ENERGISE2-0.COM

42. Rethinking Marketing & PR
• Unlearn marketing
• New ‘mindset’ required
• Stop telling people how good we are. Prove it.
• A shift from Outbound Marketing to Inbound/Content
Based Marketing
ENERGISE2-0.COM

43. Inbound v. Outbound
ENERGISE2-0.COM

44. Old Marketing (Outbound)
• Propaganda marketing – this is how great our product/service
is, now buy it
• Interruption marketing –
direct mail, advertising
• One way shouting AT customers
• Short term sales/campaign driven
• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts;
Online Advertising; Web Sites that talk AT you
ENERGISE2-0.COM

45. Reality Check
Customers are no longer passive sheep
ENERGISE2-0.COM

46. Inbound/Content Marketing
• Content is King! – But content is only ‘great’ if it adds value to
the customer so….
• Customer is King! Adopt a customer led approach
• Produce great content that is ‘Customer Led’; Authentic;
Compelling; Entertaining; Surprising; Valuable; Interesting
• Establish your company as a ‘thought leader’ – a ‘trusted
resource’
• Produce great content and your customer will come to you.
Produce really great content and they will share it
• Key channels are ……………..
ENERGISE2-0.COM

47. Inbound/Content Marketing
ENERGISE2-0.COM

48. Inbound/Content Marketing
• Overall objective is to ignite or elevate your business through
great content
• Sell without selling
• Build a quality online network – a quality customer base
through high value content and engagement
• Great content drives conversation. Conversation drives
engagement. Engagement drives sales
• Great, customer led content is a Competitive Advantage
ENERGISE2-0.COM

49. The Elevation Principle
Great Content +
Other People –
Marketing
Messages =
Growth
ENERGISE2-0.COM

50. Great Content Ignites Your Business
ENERGISE2-0.COM

51. What is Great Content?
ENERGISE2-0.COM

52. Great Content
ENERGISE2-0.COM

53. Create Music Not Noise
ENERGISE2-0.COM

54. The Power of Words
ENERGISE2-0.COM

55. The Importance of Key Influencers
ENERGISE2-0.COM

56. Practical Next Steps,
Some Useful Tools and
Performance Measurement
ENERGISE2-0.COM

57. 10 Key Steps
ENERGISE2-0.COM

58. 10 Key Steps
1. ‘Just Do It’ – Get Started
2. Learn More
3. Listen, Watch, Monitor, Lurk
4. Set Up a Social Media Listening System
ENERGISE2-0.COM

59. Social Media Listening System
ENERGISE2-0.COM

60. www.topsy.com
ENERGISE2-0.COM

61. Take an RSS Feed into Google Reader
ENERGISE2-0.COM

62. Strategy
5. Develop a Social Media Strategy
– Agree your Objectives
– KPIs and Targets
– Customer Segments
– Key Actions and Initiatives
ENERGISE2-0.COM

63. Content Planning Pays
6. Plan Your Content
•What are your Content
Marketing goals?
•Who is your audience?
Who are you?
•What type of content do you
need to produce?
•When and how are you going to
produce it?
•Where and how frequently will it
be published?
•How will you measure performance and impact?
ENERGISE2-0.COM

64. Key Steps
7. Implement Your Strategy
8. Measure Performance
9. Decide on Resource Allocation
10. Repeat the Cycle
ENERGISE2-0.COM

65. Performance Measurement
To ensure that your Social Media activities deliver high ROI, it is
important to monitor, measure and evaluate your social media
performance on an on-going basis. Key questions to address:
•What social media performance measures and KPIs should be
used – both in terms of the overall ‘buzz’ created and measures
for individual channels?
•What tools/software will be used to assist performance
measurement?
•What reports will be produced, for who and how frequently?
ENERGISE2-0.COM

66. Performance Measurement
Should be undertaken at three main levels:
•Individual social media channels
•Overall ‘buzz’
•Business Impact
Using the 6Is approach
ENERGISE2-0.COM

67. Some Useful SM
Management Tools
ENERGISE2-0.COM

68. That We Use
ENERGISE2-0.COM

69. How We Do it
ENERGISE2-0.COM

70. Blog
ENERGISE2-0.COM

71. Blog
ENERGISE2-0.COM

72. RSS Feeds and Google Reader
ENERGISE2-0.COM

73. Scan the Articles
ENERGISE2-0.COM

74. Schedule SM Updates Using Buffer
ENERGISE2-0.COM

75. Ready to Post on 3 Networks
ENERGISE2-0.COM

76. Buffer for Scheduling
ENERGISE2-0.COM

77. Hootsuite for Conversations
ENERGISE2-0.COM

78. Linkedin
ENERGISE2-0.COM

79. Golf Groups on Linkedin
ENERGISE2-0.COM

80. Energise on Facebook
ENERGISE2-0.COM

81. While Listening to Spotify 
ENERGISE2-0.COM

82. From Social Media
to Social Business
ENERGISE2-0.COM

83. 2013: The Year of Social Business?
ENERGISE2-0.COM

84. eMail v. Social
ENERGISE2-0.COM

85. Collaboration
ENERGISE2-0.COM

86. Bob Dylan (Mashed Up )
Come gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin‘
Then you better start swimmin’
Or you'll sink like a stone
For the times they are a-changin’
ENERGISE2-0.COM

87. Thank You
Questions
www.energise2-0.com
ENERGISE2-0.COM

88. www.masteringsocialbusiness.com
ENERGISE2-0.COM