Post on 16-May-2015
description
Measuring and Monetizing Social Networking and Mobile Media
Kris Strauss Vice President Sales &
MarketingOB Sports Golf Management
obsports.comfacebook.com/obsports
@obsportsgolf
Participating Sponsors:
Robert Cole Founder
RockCheetahrockcheetah.com
facebook.com/rockcheetah@robertkcole
Session Overview
• Robert Cole - RockCheetah– Social & Mobile Computing Overview
• Kris Strauss - OB Sports Golf Management– Experiences, Results & Best Practice Examples
From Golf Social Media & Mobile Campaigns
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 2
Image: Alan Stewart (Creative Commons)
Social Local Mobile (SoLoMo)
• SoLoMo Isn’t the Future, It’s Already Here– Social
• Social Media Users Passed Email Users in July ‘09
– Local• 97% of Consumers Search Local Businesses
Online
–Mobile• By 2013, More Online via Mobile Phones than
PCsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 3
Image: John McNab (Flickr) Source: Morgan Stanley, Google (2011)
Ground Rules - Social & Mobile
• Run a Quality Operation– Satisfy Needs– Be Relevant– Be Unique
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 4
Image: @superamit (Flickr)
• Define Achievable Social & Mobile Strategies• Choose Social Media & Mobile Platforms Carefully
NGCOA ● Annual Conference
Fish Where the Fish Are
February 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 5
Image: Explore The Bruce (Flickr) Source: Hitwise (2012)
Understand Your CustomersThey Want Things: Better۰Easier۰Faster۰Cheaper
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 6
Image: Sergey Galyonkin (Flickr)
Loyalty is Based on Values
Value Drives Transactions ● Values Drive LoyaltyFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 7
Image: maistora (Flickr)
1) Create Measurable Objectives
• Why?– What Differentiates You & Supports Your Brand?
• What?– Identify The Customer’s Objective
• Who?– Current / Past Clients, Prospects
• Where?– At Home, At Office, In Car, At Competitor
• When?– Time of Day, Day of Week, Advance Lead Time
• How?– Solution Should Consider All 5 W's
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 8
Image: Dave Pearson(Flickr)
2) Assign Management Responsibility
Who ۰ Does What ۰ WhenFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 9
Image: juhansonin (Flickr)
3) Establish Specific Metrics• The Math is the Simple Part
– ROI = (Benefits - Costs) x 100 Costs
• Basic Metrics– Number of Friends / Followers / Subscribers– Number of Tweets / Posts / Likes
• Metrics that Matter– Applause - Endorsement with Positive Sentiment– Amplification - Sharing by Friends of Friends– Conversion - Measurable Outcome (Action / Sale)
• Try to Measure Economic Value– Short Term + Long Term Revenue– Plus Any Cost Savings Achieved
• Key Questions:– Is the Activity Adding Business Value Or Only Manipulating Metrics?– If the Results Can’t Be Measured, Is it Worth the Effort & Risk?
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 10
Image: quinn.anya (Flickr) Hat Tip: Avinash Kaushik (Occam's Razor)
4) Sincerely Engage Your Community
• Find Customers’ Favorite Networks/Platforms
• Be Realistic About Capabilities - Start Small
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 11
Image: francistoms (Flickr)
5) Integrate Social & Mobile Analytics
• Must Capture Key Engagement Data– Email is Glue for Cross-linking Social Media– Phone Number is Glue for Cross-linking Mobile
• Cross-Promote Campaigns Between Channels– Promote Offers for Facebook Followers via Twitter– Create Pinterest Board of Images from Events– Encourage Ratings & Reviews During Promotions– 50% of Facebook Users on Mobile Devices
• Try to Capture “Full-time” Email Addresses– TripAdvisor – Facebook Integration
• Required TripAdvisor Email = Facebook Email
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 12
Image: brewbooks (Flickr)
• Twitter– I sleep alot (Water Cooler)
• Instagram– Look at me sleep (Photo Album)
• YouTube– Watch me sleep (Home Movies)
• Blog– Stories about me sleeping (Magazine)
• Foursquare– Where I sleep (Travelogue)
• Pinterest– Places I would like to sleep (Corkboard)
• LinkedIn– I'm an excellent sleeper (Resume)
• Facebook– Who I like to sleep with (Diary)
• Google+– Google employees hanging out, debating my sleep habits (…)
It’s Not About You, It’s About Them
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 13
Image: tarotastic (Flickr)
Advertising Aggravation ContinuumText MessagesApp Push NotificationsTelemarketingEmailTelevisionRadioBanner AdsMailPrint
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 14
High AggravationHigh Engagement
Low AggravationLow Engagement
Image: joshfassbind.com (Flickr) Hat Tip: Melinda Krueger (ClickZ)
Measurable Events – Web/Social
• Website– Active Daily users– Time Spent on Site – Page Views– Click-stream– Registration– Subscriptions– Purchases– eCommerce
Revenue– Profitability
• Social– Follows– Favorites / Likes /
+1s– Bookmarks– Ratings– Votes– Replies– Comments– Shares– Contributions
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 15
Image: Leo Reynolds (Flickr)
Tougher Things to Measure
• Sentiment– Enables understanding of intent
• Positive - Neutral - Negative
– Algorithms Analyze Natural Language• Must Consider Context• Semantic Web will help
• Influence– Requires Relationship, Relevance & Trust– Are Those Influenced Prospective
Customers? – Attribution & Timing Difficult to Track
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 16
Image: NASA's Marshall Space Flight Center (Flickr)
Go Beyond Customer Acquisition
• Retention is Key to Lifetime Value• Social Media Amplifies Lifetime Value– Customer Evangelists Recruit Other Customers
• Track Negative Statistics– Bounce Rate (No Interaction on 1st page)– Drop Rate (Exiting the Site)– App Uninstalls - Push Notifications– Stop Messages for Text subscriptions – Number of Unlikes – Facebook– Thumbs Down - YouTube
• Identify Root Cause for Social DefectionsFebruary 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 17
Image: Gravitywave (Flickr)
Social Media Tools
• Local Listings – Yext, Localeze• Monitoring – SocialMention, Radian6• Dashboard – HootSuite, CoTweet • Influence – Klout, Crowdbooster• Blogging – Wordpress, Compendium• Comments – Disqus, Echo• Web Metrics – Google Analytics,
Omniture• Inbound Marketing – HubSpot, Neolane
February 28, 2012 | Las Vegas, NV NGCOA ● Annual Conference Robert Cole | RockCheetah | 18
Image: L. Marie (Flickr)
NGCOA ● Annual Conference
Why Mobile Matters
• Mobile Internet Growth:– 8x Faster than Desktop Internet in
1990's
• Mobile Search Growth:– 400% since 2010
• By 2015:– One Mobile Device for Every Person on
EarthFebruary 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 19
Image: archer10 (Dennis) SLOW (Flickr) Source: Google (2012)
NGCOA ● Annual Conference
Mobile Platform Fragmentation
• Form Factors– Smartphone– Tablet– Netbook
• Operating Systems (US Share)– Google Android 47.2%– Apple iOS 33.4%– RIM Blackberry OS 14.8%– Microsoft Windows Phone 1.3%– All Others 3.3%
• Hardware– Front-facing Cameras– Voice Commands– Near-Field Communications
February 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 20
Image: LexnGer (Flickr) Source: Netbiscuits GmbH (2011)
NGCOA ● Annual Conference
Mobile Users Giveth & Taketh
• Good News–Mobile Users Are Engaged Buyers
• Mobile-specific Site Increases Engagement by 75%
• 51% of Consumers More Likely to Purchase from Retailers with Mobile-friendly Websites
• 1 in 5 Mobile Site Visits Produce Immediate Call
• Bad News–Mobile Users are Unforgiving
• 74% Won’t Wait Over 5 Seconds for Mobile Page• 78% Mobile Web & 80% App Users Will Only Try a
Site Two Times or Less if it Doesn't Initially WorkFebruary 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 21
Image: marc.nicolas (Flickr) Source: Equation Research/Compuware (2012)
NGCOA ● Annual Conference
Apple Patents - Mobile End-Game?
February 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 22
Image: Motorola (2011 Super Bowl Ad)
NGCOA ● Annual Conference
Mobile Design - Best Practices
• 1. Keep it Quick• 2. Simplify Navigation• 3. Be Thumb-friendly• 4. Design for Visibility• 5. Make it Accessible• 6. Make it Easy to Convert• 7. Make it Local• 8. Make it Seamless• 9. Use Mobile Site Redirects• 10. Listen, Learn and IterateFebruary 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 23
Image: Jason Mcdermott (Flickr) Source: Google/DudaMobile (2012)
NGCOA ● Annual Conference
Measurable Events – Mobile• Mobile Web– Active Daily users– Time Spent on Site – Page Views– Click-stream– Clicks to Call– SMS/Text Subscription– Map/Directions Use– Check-In– Purchases– mCommerce
Revenue– Profitability
• Mobile App– Download App– App Favorite / Like– App Rating– App Comment– Active Daily users– Time Spent Using
App– Function / Module
Use– mCommerce
Revenue– Profitability
February 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 24
Image: Leo Reynolds (Flickr)
NGCOA ● Annual Conference
Mobile Analytics = Web Analytics... Except They’re Totally Different
• Mobile Not Always Connected to Web– Some Apps Store Some Metrics
• Apps Are Downloaded– Can't be Changed Dynamically– Requires Update by User to Change
• Lack of Visibility / Access Limitations– Social Networks–Mobile Platforms
February 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 25
Image: Photographer (Flickr)Image: shaun wong (Flickr)
NGCOA ● Annual Conference
Link Important mCommerce Metrics
• Traffic Metrics– Traffic Source– Users (New & Returning)– Sessions (Time of Day)
• Sales Metrics– Number Items– Cart Value– Total Payment– Promotional Discount Applied– Coupon Used
• Mobile Metrics– Device– Operating System– Carrier– Country– App
February 28, 2012 | Las Vegas, NV Robert Cole | RockCheetah | 26
Image: Curtis Gregory Perry (Flickr)
NGCOA ● Annual Conference Robert Cole | RockCheetah | 27February 28, 2012 | Las Vegas, NV
THANK YOU
Robert Cole Founder
RockCheetah
robert@rockcheetah.com +1.262.309.9560skype: robertkcole
rockcheetah.com/blogfacebook.com/rockcheetah
Twitter: @robertkcole
Participating Sponsors:
Kris Strauss Vice President Sales & Marketing
OB Sports Golf Management
kstrauss@obsports.com Direct: (480) 776-8109 - Cell: (480) 518-5003
@krisstrauss
www.obsports.comwww.facebook.com/obsports - @obsportsgolf
www.youtube.com/obsportsgolf
Participating Sponsors:
OB SPORTS SOCIAL MEDIA LEADERBOARD
OB SPORTS DATABASE LEADERBOARD
YOUR SOCIAL NETWORK FOCUS
Step 1: Appoint Social Network Guru
Step 2: Grow The AudienceFan Counts / Follows / Downloads
Step 3: Engage, Entertain, Educate
CONSIDER CHECK IN CAMPAIGN
Added 50 Fans in One Month – Now Over 1300
TETHEROW GOLFER PHOTOS
Facebook.com/TetherowGolf - 2422 Likes
TETHEROW GOLFER PHOTOS
Facebook.com/TetherowGolf - 2422 Likes
ASK QUESTIONS / START CONVERSATION
Facebook.com/TetherowGolf - 2422 Likes
CONSIDER FACEBOOK ADS
Targeted and affordable! (CPC is .80 - $2 (Google is now $2-$3+)
FACEBOOK ADS
Sedona Results: $500 Investment Resulted in additional 600 Fans. Now at 1338 Total Fans.Golf & Wedding Campaigns
Options: Advertise Page, or Drive To Website
FACEBOOK SUCCESS STORIES
We-Ko-Pa Golf Club – Fort McDowell, Arizona
Pick The Final Four Of The Accenture Match Play &
Win One Of Five Twosomes
Emailed to Database
RESULT:
DOUBLED FANS/LIKES!
From 432 to 893
Today Total: is 1589
Facebook.com/WekopaGolfClub
McDowell Mountain Golf Club – McdowellMountainGC.com
FACEBOOK SUCCESS STORIES
FACEBOOK SUCCESS STORIES
Pick The winner of Pebble Beach AT&T &
Win One Of Five Twosomes
Emailed to Database
RESULT:
DOUBLED FANS/LIKES!
POST FUN IMAGES – RAVEN GC PHOENIX
PROMOTE SPECIAL EVENTS
PROMOTE YOUR NON GOLF EVENTS
ANGEL PARK GOLF CLUB FACEBOOK FAN DAY
118 players. Raised “Likes” from 214 to 654Facebook.com/AngelParkGolf - 1883 Likes today
PROMOTION OF OUR GOLFER OF THE DAY
FACEBOOK GREEN FEE PROMOTIONS
FACEBOOK TEE TIMES
Golfswitch, Golf Now/Golf Channel Solutions & Quick 18 will add a booking engine to your FB Page
FACEBOOK TEE TIMES – RAVEN GC Phoenix
www.ravenphx.com Facebook.com/ravenphx Twitter.com/ravenphx
TWITTER BEST PRACTICES
Search Keywords and Follow, Retweet, etc@angelparkgolf@obsportsgolf
Use Short URLs: https://bitly.com/TinyUrl.com
Consider linking Facebook/Twitter Use Hashtags
#obsports #lasvegasgolf #NGCOA
Hunter’s Creek Golf Club – Orlando @hunterscreekgc - Power user of Hashtags
@highmeadowranch - 520 followers
62
Mobile Marketing For Golf Industry
Personal / Recent Experience - USAA
63
Is your website mobile friendly?
Cybergolf – Free Version
64
Other Mobile Website Options
We-Ko-Pa Golf Club – Custom Example
Longbow POS Sign –Promotion of App
Mobile Tee Time Options: • FORE - Web• Golf Channel Solutions - WAP• Golfswitch - App• Quick18 - App
1614 Total Rounds Booked - Jan 2012
• 403 Via Course Website• 303 booked VIA MOBILE DEVICE / APP
Use of QR Code to Drive Traffic to Mobile Booking PageCheck in counter, ads, and elsewhere
Text Clubs
Text Clubs
The Legacy Golf Club - One “off-season” Text ($15 Off On Tuesday) drove 58 rounds for $2271
QR Codes
QR Codes
QR Codes
QR Codes
75
Mobile Marketing – OB Sports App
OB Sports unveiled the first of it’s kind and OB Sports Golf App
Coming Q1 2012 – OB SPORTS 2.0 APP!
77
OTHER Considerations: YouTube Channel, Trip Advisor,
Yelp, Google Places etc.
Appoint A Social Media Guru Empower and Provide Goals Messaging - 50/50: 50% (or more on Entertaining,
Educating or Amusing) Ask Questions Contests/Sweepstakes Use Photos Link to interesting articles, your instruction videos
(your youtube channel), etc.
SOCIAL MEDIA BEST PRACTICES
FACEBOOK BEST PRACTICES Consider Multiple Admins Ask Questions Contests/Sweepstakes Link to interesting articles, quotes, etc Contests/Sweepstakes Post instruction videos
(your youtube channel), etc. Use Photos - Golf shots, fun images, etc. Link to interesting articles, quotes, etc. Promote your page! Links on email,
website, signage on property, cart signs
TWITTER BEST PRACTICES
Search Keywords and Follow, Retweet, etc@angelparkgolf@obsportsgolf
Use Short URLs: https://bitly.com/TinyUrl.com
Consider linking Facebook/Twitter Use Hashtags
#obsports #lasvegasgolf #NGCOA
MOBILE MARKETING
Use of QR Codes Consider creating Text Club Mobile Friendly Websites Mobile Tee Times Mobile App
Measuring and Monetizing Social Networking and Mobile Media
Kris Strauss Vice President Sales &
MarketingOB Sports Golf Management
obsports.comfacebook.com/obsports
@obsportsgolf
Participating Sponsors:
Robert Cole Founder
RockCheetahrockcheetah.com
facebook.com/rockcheetah@robertkcole