NGCOA - Measuring and Monetizing Social Mobile

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

http://www.obsports.com/

http://www.facebook.com/obpsports


http://www.rockcheetah.com/

http://www.facebook.com/rockcheetah


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


Image: @superamit (Flickr)

• Define Achievable Social & Mobile Strategies• Choose Social Media & Mobile Platforms Carefully

NGCOA ● Annual Conference

Fish Where the Fish Are

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Image: Explore The Bruce (Flickr) Source: Hitwise (2012)

Understand Your CustomersThey Want Things: Better۰Easier۰Faster۰Cheaper


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


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?


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


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


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


Image: tarotastic (Flickr)

Advertising Aggravation ContinuumText MessagesApp Push NotificationsTelemarketingEmailTelevisionRadioBanner AdsMailPrint


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


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


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


Image: L. Marie (Flickr)


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)


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


Image: LexnGer (Flickr) Source: Netbiscuits GmbH (2011)


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)


Apple Patents - Mobile End-Game?


Image: Motorola (2011 Super Bowl Ad)


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)


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


• Mobile App– Download App– App Favorite / Like– App Rating– App Comment– Active Daily users– Time Spent Using

App– Function / Module

Use– mCommerce



Image: Leo Reynolds (Flickr)


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


Image: Photographer (Flickr)Image: shaun wong (Flickr)


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


Image: Curtis Gregory Perry (Flickr)

NGCOA ● Annual Conference Robert Cole | RockCheetah | 27February 28, 2012 | Las Vegas, NV

THANK YOU

Robert Cole Founder

RockCheetah

[email protected] +1.262.309.9560skype: robertkcole

rockcheetah.com/blogfacebook.com/rockcheetah

Twitter: @robertkcole


mailto:[email protected]

http://www.rockcheetah.com/blog



Kris Strauss Vice President Sales & Marketing

OB Sports Golf Management

[email protected] Direct: (480) 776-8109 - Cell: (480) 518-5003

@krisstrauss

www.obsports.comwww.facebook.com/obsports - @obsportsgolf

www.youtube.com/obsportsgolf


mailto:[email protected]



http://www.youtube.com/obsportsgolf

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

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



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

http://www.ravenphx.com/

www.longbowgolf.com Facebook.com/longbowgolfclub

http://www.longbowgolf.com/

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

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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

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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!

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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


Robert Cole Founder

RockCheetahrockcheetah.com

facebook.com/rockcheetah@robertkcole




http://www.rockcheetah.com/



NGCOA - Measuring and Monetizing Social Mobile

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