"Social Media for PGA Pros: Getting Started on Twitter, Facebook Linked and Twitter" was presented March 21, 2011 at the Northern Ohio PGA Spring Meeting.

1. Social Media for PGA Pros
Getting Started on Twitter, Facebook and LinkedIn
Presented by Paul Roetzer, PR 20/20
March 21, 2011

2. Agenda
1) What is Social Media?
2) Why Does it Matter?
3) Pilot Program & Next Steps

3. About PR 20/20
Inbound marketing agency & PR firm
• Brand marketing
• Website development
• Search marketing
• Social media
• Content marketing
• Public relations

4. What is Social Media?

5. What is Social Media?
• Consumer-generated content. We are all the media, the
publishers.
• People trusting the opinions of their peers and
collaborating online to help and support each other.
• Consumers choosing when and where to interact with
brands. Tuning out of traditional, outbound marketing.

6. What is Social Media?
• Listening, learning and building relationships.
• Building authentic and personal connections.
• Creating value.

7. What Social Media is NOT?
SELLING

8. Social Media Goals
• Connect with existing members/customers in a more
personal and consistent way.
• Build stronger relationships with colleagues and peers.
• Increase your value as an employee.
• Build your personal brand and profile within the industry.
• Stay on top of industry trends and news.
• Monitor industry influentials/thought leaders.
• Drive revenue.

9. Challenges and Concerns
• Unknown marketing tactics
• Personal vs. professional use
• Loss of privacy
• Doing it wrong
• Time commitment
• Measuring effectiveness
• Private-club considerations

10. What is Social Media?

11. Social Media by the Numbers
15.4 billion core searches
conducted in February 2011
Source: comScore, Inc

12. Monthly keyword searches on Google
Keyword Monthly Searches
golf swing 246,000
golf lessons 74,000
golf tips 49,500
golf training 27,100
the golf swing 18,100
golf swing tips 8,100
improve golf swing 4,400
golf instruction videos 3,600
golf instruction online 2,900
golf swing mechanics 2,900
golf swing basics 2,900
golf lessons online 2,400
golf tips for beginners 1,900
youth golf instruction 1,600
Source: Google AdWords Tool

13. 1.9 billion online videos are streamed each
month on Google Sites (mostly YouTube)
Source: comScore, Inc

15. There are more than 145 million Twitter users

16. • Users send average of 140 million Tweets per day.
• 460,000 new accounts created per day.
• Mobile users are up 182% over the last year.
Source: Mashable.com

17. LinkedIn has more than 85 million members in
200+ countries and territories around the world
Source: LinkedIn

18. Source: LinkedIn

19. More than 30 billion pieces of content (web links,
news stories, blog posts, notes, photo albums, etc.)
shared each month on Facebook
Source: Facebook.com

20. • More than 600 million members on Facebook.
• Average user has 130 friends.
• People spend more than 700 billion minutes per month
on Facebook.
• 50% of active users log on to Facebook at least once
each day.
• Average user creates 90 pieces of content each month.
Source: Facebook.com

21. All – 18+
Male Female
Source: Facebook.com

22. • Social networking use among internet users ages 50 and
older nearly doubled—from 22% in April 2009 to 42% in
May 2010.
• Between April 2009 and May 2010, social networking use
among internet users ages 50-64 grew by 88%—from 25%
to 47%.
• During the same period, use among those ages 65 and
older grew 100%—from 13% to 26%.
Source: Pew Internet & American Life Project

27. Key Findings
• 59% maintain social profiles
• 84% watch online videos
• 58% have a smartphone
• 93% of those active in social media are on Facebook
• 21% have experienced quantifiable success
• 79% indicated they are, or may be, interested in the
Pilot Program

28. Section Summary
• Social media is about creating value and building
relationships, not selling.
• Millions of people are using Twitter, Facebook, LinkedIn,
YouTube and search engines to create content,
communicate, collaborate, gather information and
share.
• PGA professionals are becoming increasingly active in
social media to build their careers and grow their
businesses, but there are tremendous opportunities for
early adopters.

29. Why Does Social Media Matter?

30. Social Media Goals
Generate Leads &
Build Loyalty

31. “I skate to where the puck is going, not
to where it has been.” — Wayne Gretzky

32. The Facts
Social media should be an essential component of every
organization’s integrated marketing strategy, and every
professional’s career and business development plans.

33. The Facts
It’s irrelevant if you personally use or believe in the
value. It’s what matters to your current and future customers,
prospects, peers, colleagues and partners.

34. The Facts
Social media presents an opportunity for PGA pros to
differentiate themselves and build strong personal brands
that directly impact their success.

35. So what’s the ROI?

36. More important question:
What is the cost of doing nothing?

37. How Do You Measure Success?
It is NOT a direct ROI.

38. How Do You Measure Success?
But it is measurable

39. How Do You Measure Success?
• Reach (followers, friends, fans)
• Lessons
• New members
• Rounds played
• Engagement
• Website traffic
• Career opportunities
• Pro shop sales

40. Section Summary
• Social media gives professionals the ability to generate
leads and build loyalty.
• Social media is essential to connect with audiences and
build personal brands.
• It’s not about the ROI, but it is measurable.

41. 7 Steps to Get Started
1. Define and differentiate your brand.
2. Profile your buyer personas.
3. Know your goals (and theirs).
4. Establish or enhance your presence.
5. Listen and learn.
6. Create value.
7. Measure and evolve.

42. The Pilot Program

43. Program Concept Brief
• Grow the game through social media and online
marketing.
• Educate, train and support participants in the use of
social media to build their businesses and careers.
• Live and on-demand training sessions.
• Online community with PR 20/20 moderation.
• How-to videos from PR 20/20.
• Member-to-Member training.

44. Online Community: Facebook Group

45. Online Community: Facebook Group

46. Online Community Uses
• Post questions.
• Share resources.
• Request support.
• Publish links, photos, polls and events.
• Interact with peers.

47. Webinar Topics
• Facebook for PGA Pros: Personal Branding, Public
Courses and Private Clubs [April]
• Content Marketing for PGA Pros: The Power of
Blogs, Videos, eBooks and Newsletters [April]
• Other topics and timing TBD based on participation
and demand

48. The Pilot Program Pledge
• Attend Webinars.
• Participate in NOPGA online community.
• Apply learning to create and maintain social media
presences (personal and business).
• Provide feedback to committee throughout the year on
activities and progress.
• Share best practices and case studies with committee
and section.
• Consider offering Member-to-Member training.

49. Next Steps
1. Join the online community. All Members and
Apprentices will receive a Facebook “NOPGA Social”
Group invite.
2. Post questions, ideas and challenges in Facebook.
3. Attend upcoming seminars.

50. Questions & Answers
Paul Roetzer, PR 20/20
www.PR2020.com
paul@PR2020.com
(216) 333-1242
Twitter: @paulroetzer