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Leveraging Social Media in Golf Industry

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Explore the impact of social media in golf, from major platforms to effective strategies for golf professionals and courses. Learn why and how to utilize social media while avoiding common pitfalls. Discover success stories from industry leaders like Stewart Cink and John Graham.

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Leveraging Social Media in Golf Industry

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  1. Social Media in Golf Anney Fagan and Matt Diederichs, CPGA Highland Pacific Golf

  2. Why should you care? Watch this:Social Media Revolution

  3. The Major Platforms: • Currently • Facebook: About who you know now • Twitter: About people you’d like to know better • Location-based (Foursquare, etc.) • 2-5 yrs time • ??? • Platforms may change, but engagement skills won’t

  4. Why do people use SM? • Mobility • Flexibility • Branding • Cost • Lack of inhibition • Lack of control • Negative reviews/feedback/attacks

  5. Who is using SM? (As of 3rd quarter 2010) • Facebook(43% men) • Twitter (40% men)

  6. Who is using SM in golf? • Golf Courses • Highland Pacific, Crown Isle, Arbutus Ridge • Golf Associations/Tours • Golf Vancouver Island, PGA Tour • Golf Professionals • JR, Matt, John Graham, Andy Gordon • Tour Professionals • Cink, Poulter, Woods, etc al • Mainstream media cites SM, not vice versa

  7. How to use SM? • Build reputation, trust & authenticity • Establish expertise • Join a community (or several) • Make connections (globally & locally) • Go viral • Above all, listen

  8. How NOT to use SM • Broadcast your message • Automate your message across platforms • Spam • Deals, deals, deals

  9. Tour Pro: Stewart Cink • Building his personal brand • Who is Stewart Cink? Good golfer, Great tweeter • Engage with fan community • Uses the @ to reach out • Increase value for sponsors • Nike Golf Campaign at British Open • Gain accurate demographic info about fan base (Facebook) • 2000 on FB vs. 1.2 million on Twitter. • Use platform for charity outreach • “Twee-Off” raised $80,000 in 3 weeks for Atl. Childrens Healthcare

  10. Instructor: John Graham • Build personal brand/personality • Who is JG the person? JG the coach? • Establish expertise • Blog, ask & answer, coach-to-coach, YouTube • Integrate platforms • Make connections • Twitter (@johngrahamgolf) • Local community (#roc) • Golf community (UK/International) • Show who you’re selling • Wednesday nights!

  11. Public Course: HP • Facebook Page • Building a community; repeat visits • Twitter Page • Connect locally (#yyj), listen • Foursquare program • Reward for customer loyalty • Young platform, time will tell • Blog • Connect & inform • Why go to website? Stand-alone content • Integrated Web Presence across platforms • Who’s behind the brand?

  12. Brainstorm: Viral Video: Red Sucks

  13. @ The most important thing on your keyboard… seriously.

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