M I K E H Y D EG C M A 2 0 1 5 C O N F E R E N C E

DEVELOPING A DIGITAL TOOLKIT FOR YOUR GOLF CLUB

D E V E L O P I N G A D I G I T AL T O O L K I T F O R Y O UR G O L F C L UB

• digital tools

• gcma

• digital strategies

• facebook

• twitter

• analytics

• resources

D I G I T AL T OOL K I T - ES S EN T I ALS

• website

• membership software

• tee-booking software

• email

D I G I T A L T O O L K I T - S O C I A L M E D I A• facebook (71% - online adults use)

• twitter (28%)

• youtube

• instagram

• flickr

• pinterest

• linkedin

• google+

D I G I T A L T O O L K I T - T H I R D P A R T Y

• google / google ads

• trip advisor

• golf shake

• top 100 golf courses

• wikipedia

• teeofftimes / golfbreaks

D I G I T AL PR ES EN C E

• digital marketing is:

• accessible and welcoming

• a chance to meet your customers on their terms

• an opportunity, not a threat

• a direct channel to your customers

• a chance to stand out from the crowd

• a way to highlight your strengths

• a way to offer context (eg course closure)

• a commercial opportunity (engage with partners / greater exposure)

G C M A

• website

• database

• email

• facebook

• twitter

• youtube

D I G I T AL S T RAT EG Y

• SOSTAC framework (PR Smith)

• situation analysis - where are we now?

• objectives - where do we want to be?

• strategies - how are we going to get there?

• tactics - what channels will be use?

• actions - specific tasks

• controls - measuring success

OB J EC T I V ES & S T RAT EG I ES

• attract new members

• add value to membership

• increase member interaction

• data capture

• monitor competition

• reach new demographics

• improve SEO

• empower employees

• recruit advocates

• internal communication

• manage online reputation

• raise the profile of the golf club

• increase visitor green fees

• consistent branding

F AC EB OOK

• extend the club experience

• membership interaction

• increase member participation

• increase members yield

• raise club profile

• sales tool

• monitor for advocates

• ratings

• website alternative

F AC EB OOK

• pages

• groups

• events

T W I T T ER

• communication - e.g. course condition

• promotion

• amplify your reach

• monitoring for mentions

• tap into local networks

• after care

T W I T T ER

• tweets

• pictures

• videos

• links

• #hashtags

• mentions

• retweets

• favourites

• forms

• direct messages

C ON T EN T

• photography - event

• photography - course

• videos

• fly overs

• blogs

• posters

• reposting

• repurposing

H O W T O G R O W Y O U R A U D I E N C E

• advertising

• organically

• interesting content

• regular updates

• engage with partners

• promotion

• members

• visitors

• signage

AD V ERT I S I N G

• promote content

• grow audience

• capture data

• re-advertising

H O W T O G R O W Y O U R A U D I E N C E

• always explain benefits of following

• sell the benefits of your club, not the features

• be passionate and emotive

AN ALYT I C S

• who saw your stuff

• who liked your stuff

• who clicked to find out more about your stuff

• who bought your stuff

AUT OM AT I ON

• native scheduling

• ifttt / if

• buffer

RES OURC ES - PEOPLE

• staff

• professional

• manager

• course manager

• food & beverage

• members

• outsource

R E S O U R C E S - P E O P L E

• EGCOA - 5 Ps of an engaging social media strategy

• “Get your members involved. Many of them take pride in being a member of your facility. Give them an excuse to share it. Run a weekly or monthly competition for the most liked member post.”

R E S O U R C E S - S T A F F

• EGCOA - 5 Ps of an engaging social media strategy

• “Get your staff involved in your social media strategy. Offer a prize or incentive for the most creative weekly post or tweet. Believe it or not more than half of your staff are generally addicted to some form of social network. Let them feed their habit on yours.“

RES OURC ES - M ON EY

• free to start out

• advertising

• content creation

• staffing

• website updates

T H AN K YOU

• any questions?

• mike@gcma.org.uk // @mikehyde