Finding & Connecting with Your Non-Customers Through Social Media

Finding followers, engaging, building relationships and growing your “fans”

About Me

� Jeff Ciecko

� Social Media Junkie� Co-Owner CK Golf Solutions Ltd.� PGA of Canada Class A Member� Past Golf Industry Positions

� General Manager - Nicklaus North� General Manager - Salmon Arm Golf

Club� Head Professional - Rivershore Golf

Links

I have no HTML Programming

Skills

For this event

#GBC2012

Today’s Rules…

What is Social Media?

What did we do BG?

� The Internet has only been around since the 90’s� Web 1.0

� Web pages, @hotmail email addresses� Web 2.0

� @yourcompany email, more content, more updating� Web 3.0

� User generated content, sharing, constant updating, CARING…

� We’ve had social media

for thousands of

years.

The Social

Era

Push Messaging vs. Conversation� Push Messaging

� Email, television and radio

� Direct consumer 'hard' selling

� Conversation

� Social media

� Consumer 'soft' selling (recommendations)

Is Social Media a Fad?

� Social Media Revolution Video� http://youtu.be/QUCfFcchw1w

� Created by Socialnomics – November 2012

Traditional vs. Social Media

� Reach

� Accessibility

� Use-ability

� Instantaneous

� Permanence

� “You no longer own your brand, but you can lead your brand” ~ Shane Gibson

Blogging

� Most important social tool…

� Commentary, news, online diaries, sharing

� Text, images, links

� Ability to comment

� Wordpress, Blogger

� Your own website

Twitter.com

� Micro Blogging

� Engagement

� Following and Followers - streams

� Businesses Share: Commentary, News, Links

� @Replies (Conversation)

� Retweets (RT @CKGolfSolutions …) Sharing

Facebook

� “Family reunion meets high school” – Shane Gibson

� Businesses Sharing: Commentary, News, Links, Promotions and contests

� Friends

� Networks

� Engagement

Facebook

� Fan page vs. Personal page

� Info/Profile – complete in full

� Engage – don’t overly restrict

� Link to pages & people

� Notes page

� Mobile posting

Mobile

Mobile

� Most important marketing avenue of 2012

� Just because your website appears on smart phones does not mean it is mobile!

� You need a 2013 mobile strategy – social media or not

� Relatively low cost

� Test your website… and your booking engine!

� m.yourwebsite.com or xyzgolfclub.com/mobile

Search

How search is changing…

� Search is learning about you (each has it’s own)

� SEO Keywords – no more static pages

� Social Media = How we heard about a new product

� Search = How we find out details about the product

� Social Search = FB posts, Tweets, Blogs about the product (recommendations)

Twitter.com/search

� Search

� Hashtags (#followedbywords)

� Airport Codes/ Cities

� Keywords

� Professional Sports Teams

Facebook.com Search

� Tagging

� Search

� People

� Companies

� Brands

Linkedin / Google+ / Pinterest� 95% of employers using LinkedIn

� Fastest growing social network

� Search

� People

� Companies

� Brands

Engagement

It’s about ENGAGEMENT

� Don’t get lost in the numbers

� Your profile

� Who to friend or follow

� Build the relationship

� It takes time

The Metrics of SOCIAL

� Facebook

� Shares

� Comments

� Likes

� Twitter

� @Replies

� RT’s

� Blogging

� Comments

� Linking

What to post

� 75% share/conversation, 25% promotional

� Use Google alerts for content

� What is your customer interested in?

� What is your staff team interested in?

� Use links and hashtags in posts

Who should post/ When to post

� Everyone in your organization

� Golf Course Superintendent

� Who owns the tweets?

� FB = early morning, early evening, weekends

� Twitter = mid morning, lunch, Mon-Thur evening

How often to post� FB = every 12 hours

� Twitter = 5 to 10 times per day

� LinkedIn = 1 to 5 times per day

� Google+ = 1 to 4 times per day

� Pinterest = 1 to 3 times per day

� Blog – 1 to 2 times per week

Selling in 2013

� Follow your current customers

� Search your potential customers and leads

� Get personal

� Have your sales team and front line staff keep detailed search & contact records

� eNewsletter

Final Thoughts

� Start with one and be AWESOME!

� 90% of consumers trust peer recommendations

� It’s a marathon, not a sprint

� Social Media is about people

� Interact and Share more than you Push

� If you wouldn’t say it on the phone, don’t say it on Social Media

� Four words to Social Media success…

Thank you! Look forward to connecting on Social.

Jeff office/cell: 604-506-2226 email: jeff@ckgolfsolutions.caTwitter: @ckgolfsolutions Facebook: facebook.com/ckgolf