The New Frontier: Using Social Media & Digital Marketing to Dominate the Marketplace

Scott Brandon, Owner/CEO/President, The Brandon AgencyJohn Kim, Coordinating Producer, PGA.com/Turner Sports

Presenting Sponsor:

The New Frontier: Using Social Media & Digital Marketing to Dominate the Marketplace

First developed in 1995 on an allocation platform

Now interfaced to most all major POS providers

Official booking engine for T-Links, now IBS & Play18

Installed in over 300 courses across the country

Installed in over 500 hotel properties world-wide

Over $600 million in online revenue generated in 2013

Package booking engine

Capable of booking 12+ golfers and multiple rounds in one transaction

Book up to a year in advance

Built-in reviews engine

The way golfers are planningbuying, and consuming golfis changing rapidly

Fewer golfersIncreased competitionRate compressionThird-party channels

When you change what you believe,You can change what you do…

Spencer Johnson

SEOGoogle LocalPPCSocial PlatformsReviewsPhotos

Maximize Your Discoverability

Brand protectReviewsSocial platforms Photography Affirm the decisionMaximize direct bookings

Protect Your Brand

Easy to NavigateBe Visual Easy to BookEasy to CallEasy Directions

Be Sticky

Optimize For Mobile

Get their email addressGet their mobile phone numberGet them to like your Facebook pageGet them to follow you on TwitterInvite & empower them to share Provide a way for them to leave reviewsMake the reviews visibleConsistently re-market

Own, Control & Use Your Own Data

Harvesting intentOwning your customerDelivering a great experience Empowering them to share their experience Remarketing to them

Focus On

Is Social Media Worth It?

Social Media is the #1 activity on the Internet

Advertising Begins As An

Interruption

Social media begins with interest

For social media to be successful you have to keep your customers’ interests ahead of your own. You must be interesting,

useful helpful and valuable

Scott BrandonThe Brandon Agency

3023 Church St, Myrtle Beach SC, 29577

843.916.2000

www.thebrandonagency.comwww.facebook.comthebrandonagency

www.twitter.com/wscottbrandon

SOCIAL MEDIA BOOTCAMP

What is Social Media?

• It is real-time digital communication/marketing

• It’s a tool, not a destination

• It is based on how you communicate everyday

27

WHY IT MATTERS

• Fundamentally changed the way the world communicates, learns and influences each other.

• Your business goals have not changed

• The way you act/react/reachout to students, members, prospective players must change

28

YOU CONNECT THRU MEDIA

• Owned Media

• Paid Media

• Earned Media ***

29

CASE STUDY: CALLAWAY GOLF

30

CASE STUDY: CALLAWAY GOLF

31

Assessments:

1.) Traditional models were not working for brand 2.) Sales were down3.) Needed to become a part of the conversation

CASE STUDY: CALLAWAY GOLF

32

CASE STUDY: CALLAWAY GOLF

33

CASE STUDY: CALLAWAY GOLF

34

CASE STUDY: ACTION PLAN

1.Make sure that product was grade A2.Re-engage with fans 3.Create new brand image/voice4. Identify the influencers

35

CASE STUDY: CALLAWAY GOLF

36

USE THE TOOLS!

Facebook1. Create engagement/discussions

37

38

EDUCATION AND ENTERTAINMENT

39

EDUCATION AND ENTERTAINMENT

SMART PARTNERSHIPS

40

Daily Twitter

41

TAKEAWAYS

Macro (Communities) • Acquire (people)• Convert (them to fans)• Deepen (the relationship)

Micro (Influencers)• Identify• Engage• Reward

42

What I’d Do:

Incent others to talk about you:

•Reward a “Tweet of the Week”•Create a “Check in” area so golfers can show off (advertise) your course•Post pictures of your course•Engage with those who post/tweet to you

43