Presented to the Northern Ohio PGA Section, April 19, 2011.

1. Presented by Paul Roetzer, PR 20/20
April 19, 2011

2. How to Ask Questions

3. What is Social Media?

4. What is Social Media?
• Consumer-generated content. We are all the media, the
publishers.
• People trusting the opinions of their peers and
collaborating online to help and support each other.
• Consumers choosing when and where to interact with
brands. Tuning out of traditional, outbound marketing.

5. What is Social Media?
• Listening, learning and building relationships.
• Building authentic and personal connections.
• Creating value.

6. Challenges and Concerns
• Unknown marketing tactics
• Personal vs. professional use
• Loss of privacy
• Doing it wrong
• Time commitment
• Measuring effectiveness
• Private-club considerations

7. Social Media Goals
• Connect with existing members/customers in a more
personal and consistent way.
• Build stronger relationships with colleagues and peers.
• Increase your value as an employee.
• Build your personal brand and profile within the industry.
• Stay on top of industry trends and news.
• Monitor industry influentials/thought leaders.
• Drive revenue.

8. More than 30 billion pieces of content (web links,
news stories, blog posts, notes, photo albums, etc.)
shared each month on Facebook
Source: Facebook.com

9. • More than 600 million members on Facebook.
• Average user has 130 friends.
• People spend more than 700 billion minutes per month
on Facebook.
• 50% of active users log on to Facebook at least once
each day.
• Average user creates 90 pieces of content each month.
Source: Facebook.com

10. All – 18+
Male Female
Source: Facebook.com

11. Agenda
1) Getting Started in Social Media
2) Profiles, Pages and Groups
3) Q & A

12. 7 Steps to Get Started in Social Media
1. Define and differentiate your brand.
2. Profile your buyer personas.
3. Know your goals (and theirs).
4. Establish or enhance your presence.
5. Listen and learn.
6. Create value.
7. Measure and evolve.

13. Define and Differentiate Your Brand

14. What is a brand?
Brand = experiences + perceptions

15. Defining your personal brand
• What’s important to you.
• What do you value.
• Where are you going.
• What are you doing.
• Whom are you with.
• What do you buy.
• What do you think.
• What are you passionate about.

16. Profile your buyer personas.

17. Defining your buyer personas
• What are their goals and aspirations?
• What motivates and inspires them?
• What are their problems/pains/obstacles?
• How do they consume information (online and offline)?
• What/whom influences their buying decisions?
• What's important to them?

18. Other buyer-persona criteria
• Geography
• Demographics
• Career
• Preferred communications
• USGA Handicap
• Rounds per year
• Private vs. public
• Technographics (social media activity)

20. “Avid Golfer Aaron”
• Income: $125,000
• Relationship: Married
• Age: 35
• Rounds Per Year: 50
• Club Member: No
• Leagues: Yes
• Handicap: 12
• Needs: Consistency, short game
• Formal Training: No
• Residence: West side
• Technographics: Conversationalist, Joiner

21. Know Your Goals (and Theirs).

22. Your goals
• Create connections and build stronger relationships.
• Build your personal brand and profile within the industry.
• Stay on top of industry news and trends.
• Learn from your peers.
• Nurture referral sources.
• Expand your business development network.
• Monitor and engage with industry influentials/thought leaders.

23. Their goals
• Knowledge
• Confidence
• Peace of mind
• Improvement
• Community/belonging
• Trust

24. Establish or Enhance Your Presence.

25. Building powerful profiles
• Secure your name on major networks.
• Build your profiles to be found.
• Consider your personal brand and your buyer personas.
• Include photos.
• Pick your applications for monitoring and participation.

26. What NOT to do
• Be too self-promotional.
• Be too general.

27. Listen and Learn.

28. Monitor connections and communities
• Set up Google Alerts.
• Subscribe to top blogs via emails and RSS feeds.
• Install phone and desktop applications.
• Join groups, “Like” pages and create “lists”.
• Follow influentials.

29. Google Alerts
Source: Google Alerts

30. Create Value.

31. Participate and publish
• Share articles and ideas.
• Post updates.
• Provide tips and insight.
• Support communities and local businesses.
• Feature peers and competitors.
• Engage with audiences.
• Leave comments.
• Answer questions.

32. Measure and Evolve.

33. Success Factors
• Content downloads • Membership
• Inbound links • Reach
• “Likes” and “Friends” • Website visitors
• Rounds played • Video views

34. RECAP: 7 Steps to Get Started
1. Define and differentiate your brand.
2. Profile your buyer personas.
3. Know your goals (and theirs).
4. Establish or enhance your presence.
5. Listen and learn.
6. Create value.
7. Measure and evolve.

35. Personal Profiles

36. Privacy Settings

37. Settings to Consider
• Who sees your personal data
• Who sees what you share
• Who sees photos you’re tagged in
• Whether your friends can “check you into” Places
• What apps can access your info
• What your friends can share about you
• What other sites know about you
• Your data in Facebook Ads
• If search engines can see you
Source: Facebook Privacy Tips: 9 Settings to Check Now

38. News Feed Controls

39. News Feed Controls

40. Source: Facebook Groups

41. Facebook Groups

42. Facebook Groups

43. Group Uses: Private Clubs
• Connect with members
• Create community
• Share blog posts, pictures and videos
• Post events
• Chat and message members
• Publish club updates
• Comment on member posts
• Announce pro shop specials

44. Source: Create a Page

46. Page Uses: Public Facilities
• Encourage customer reviews
• Offer giveaways
• Feature group outings
• Recognize loyal golfers
• Post course conditions
• Promote timely specials (e.g. open tee times)

47. The Pilot Program

48. NOPGA Group Uses
• Post questions.
• Share resources.
• Request support.
• Publish links, photos, polls and events.
• Interact with peers.

49. Resources
• Facebook for Business Marketing Hub — HubSpot
• Facebook Page Marketing [ebook] — HubSpot
• New Facebook Features [Oct 2010] — PR 20/20
• HOW TO: Improve Engagement on Your Brand’s
Facebook Page [STATS] — Mashable
• Facebook Privacy Tips: 9 Settings To Check Now —
Huffington Post

50. Questions & Answers
Paul Roetzer, PR 20/20
www.PR2020.com
paul@PR2020.com
(216) 333-1242
Twitter: @paulroetzer