The New Frontier: Using Social Media & Digital Marketing to Dominate the Marketplace Scott Brandon, Owner/CEO/President, The Brandon Agency John 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 planning buying, and consuming golf is changing rapidly

Fewer golfers Increased competition Rate compression Third-party channels

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

SEO Google Local PPC Social Platforms Reviews Photos Maximize Your Discoverability

Brand protect Reviews Social platforms Photography Affirm the decision Maximize direct bookings Protect Your Brand

Easy to Navigate Be Visual Easy to Book Easy to Call Easy Directions Be Sticky

Optimize For Mobile

Get their address Get their mobile phone number Get them to like your Facebook page Get them to follow you on Twitter Invite & empower them to share Provide a way for them to leave reviews Make the reviews visible Consistently re-market Own, Control & Use Your Own Data

Harvesting intent Owning your customer Delivering 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 Brandon The Brandon Agency 3023 Church St, Myrtle Beach SC,

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 down 3.) 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 A 2.Re-engage with fans 3.Create new brand image/voice 4.Identify the influencers 35

CASE STUDY: CALLAWAY GOLF 36

USE THE TOOLS! Facebook 1. 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