social media's impact on merchandising and the golf industry
DESCRIPTION
The golf industry has faced one of the most challenging times in decades. Doing the same old thing just won't work in today's economy. What specific opportunities and advantages can social technologies provide to merchadising and the golf industry in general? This presentation takes you through the key elements and strategies.TRANSCRIPT
Social Media’s Impact on
Merchandising and the Golf
Industry
Richard C. Brasser
MOY Conference
January 26th, 2010©2009 The Targeted Group
THE TARGETED GROUP
TO STAY IN TOUCH
Richard Brasser
Twitter: @socmedia365Gvoice: 646.719.0619Email: [email protected]
LinkedIn: http://www.linkedin.com/in/brasser
www.thetargetedgroup.com 866-738-8768
What are we going to do today?
• Crash course on why you should care about social media
• How these tools can help your business
• Strategies to make the most of this new world
Now for the fun part
How much do you know about the social networking world?
What is Your Social Networking for Business I.Q.?
1. True or False? Social networking and blogs are more popular
activities online than personal email.
2. What is the fastest growing demographic of Facebook users?
3. What percentage of companies use or are planning to use
LinkedIn as a tool in the hiring process this year?
4. True or False? If Facebook were a country, it would be the fourth
most populated in the world, ahead of even Brazil, Russia, Japan and
Mexico.
5. True or False? 25% of search results for the world’s 20 largest
brands are links to user-generated content.
TRUE
Users age 55-65
TRUE
95%
TRUE
What IS social networking?
• Ask a few people in crowd
Let’s start with what it ISN’T
It isn’t about…
Technology
It isn’t about…
What you had for breakfast
It isn’t about…
Wasting Time
It isn’t…
Just for kids
Let’s define what it ISN’T
Social Media is NOT . . .
• Email marketing
• Your website
• Text messaging
• Brochures
• Advertisements • Your new video
. . . The same as digital marketing
So, what IS social networking?
Just for kids
Build a relationship
The Human Connection
It is about…
A global network
Dr. Randy Pausch
9,996,224
Think about it
It is about…
Instant information
Why should YOU care about it?
Unique Advantages of Social Media for Golf
Clubs and Merchandisers
Tournaments
Member Retention
Participation in Events
Sales in Pro shop
Networking and Connections
Make
More
SALES
The most important
first step is to…
. . . BE A PART OF THE CONVERSATION
What in the world are these?
These are your options
IT IS YOUR CHOICE
Don’t let someone else take your business
People Resist Change!
This is an actual product
Your enemy isn’t the big box retailers
or the economy
The danger is not embracing these new
opportunities
The enemy of great is good
How much would it help if you could double the amount of
times your members and guests came into your shop?
Leveraging Social Media
Implementing Your Strategy
Leveraging Social Networking
• Integrate with your existing strategy
• Measure sales and ROI
• Assign resources and allocate time
P.O.S.T.Four Simple Steps to Design Your Strategy
People
Objectives
Strategy
Technology
Essential Strategic Steps
1. Identify your first social networking beachhead
2. Clearly define the key value that your company
and employees provide
3. Understand your audience and identify where
they engage in social networking
4. Expand your circle of influence
5. Activate an advanced social networking initiative
What if you had access to one communication command center?
• One place to manage all of your digital marketing
• One robust reporting engine
• A suite of advanced tools
• Ability to integrate freeware and custom technologies
• Easy to manage and use
Twitter Contest
Tweet this message by Friday and one of you will win a custom online community for your club
“Great seminar on social media in the golf industry by @socmedia365 #pgashowsm”
Come to the PGA Connectivity Lab for help and get a copy of my book for free
This was an honor and a pleasure to be
with you today
A special thank you to:
Resources to get started
www.thetargetedgroup.com/avayaworkshop
The Challenge:
How can we help the world get to know who they are and what they do?
•6 largest accounting firm
•Amateur championship with 25,000 participants
•Official Accounting firm for the PGA
•Great Sponsored Players: Chris, Zach and Natalie
Make it personal
Connect People
Relive the excitement
Give them a way to interact
Give them a way to interact
• 81% were more
likely to take a call
from a McGladrey
representative
•87% expressed a
greater awareness
of McGladrey and
its services
•2/3 were more
likely to do
business with
McGladrey
The Results