Grasping For ROI
– by John Hakim, 7-30-2014
A few days ago I got an e-mail from a client, they said they are considering pulling their $250 per month campaign because they are not seeing enough referring traffic from Greenskeeper.org (a golf social network)…the first thing that came to mind was…here we go again…a golf course grasping for ROI…and thinking to myself…time to explain social media ROI and help a golf course market like its 2014 and not 2006. In all fairness, I know from working with golf courses for over 10 years, its always been difficult for most of them to understand the importance of their online presence, maintain and evaluate it correctly. But I love golf and marketing correctly is critical for golf courses so I enjoy helping them improve.
The first thing that needs to be understood about ROI in the year 2014 relating to social media is the bulk of conversion, that is having an online presence which is leading to sales, unfolds on the social platforms. Relinquish the notion that social media is best used as distribution for messages that send readers somewhere else…that’s e-mail marketing, not social marketing, golfers have a totally different mindset when using social media as opposed to reading e-mail. Social media is…wait for it…social. Its a media platform where people are not only looking for information that brings them value, they are looking to have authentic conversations about it. But, you might be thinking, how do I measure IF my conversations and positive perception of my golf course on these platforms are generating sales?
Recently I was asked, what is your favorite golf course, I said Wolf Creek, Mesquite Nevada. The reply was: “Is it as good as they say?”
Wolf Creek Golf Club has long been considered a bucket list golf course, but did you ever wonder how it became a bucket list golf course? If you think it’s because of the beautiful photos published in magazines, the awards these magazines have given it and mass media advertising, you would be partially correct, but only from an exposure standpoint. The dominant reason the golf course became a bucket list course is because golfers played it, loved it, and talked about it. In fact, if you really think about this, Wolf Creek Golf Club would have eventually become a bucket list golf course regardless of the print and mass media exposure. If Wolf Creek Golf Club opened today, it would not need any traditional media exposure, the only thing it would need to utilize is social media to help scale all the positive word-of-month.
So back to the question, how do I measure IF my conversations and positive perception of my golf course on these platforms are generating sales? You trust that business is driven by word-of-mouth, you understand that social media is word-of-mouth on steroids and not waste your time grasping for data that will never provide you true evidence. Next, you wisely choose what platforms to build your positive presence and conversations on. You select platforms where you know your core customers are making decisions about where to play and engaging each other. Then you go all-in, cultivating a community of golfers that are outspoken and willing to communicate positively about your golf course on these platforms. You waive goodbye to making e-mail open rates and referring website traffic your biggest ROI barometers, and primarily attribute ROI to how much positive word-of-mouth, in the right context, is being generated. As for measuring ROI? That’s easy, compare your quarterly sales reports to how large and positive your presence is on the social media platforms you’ve gone all-in on…you’ll be impressed with the insight and results.
John Hakim
– aka JohnnyGK
CEO-Founder: Greenskeeper.org
Co-Author: The Social Golf Course “Increasing Rounds with Social Media”
golf@greenskeeper.org
The Social Golf Course Book Giveaway on Goodreads
Goodreads Book Giveaway
The Social Golf Course
by Zeb Welborn
Giveaway ends July 07, 2014.
See the giveaway details
at Goodreads.
Book Launch Tournament Photo Recap
On Friday, March 14, 2014 we held a tournament at Los Serranos Country Club for the launch of our book The Social Golf Course: Increasing Rounds with Social Media. It was a beautiful day. We signed books, gave away prizes, played some golf and had an amazing time.
Here’s our Photo Recap
Getting Ready. Tournament Prizes.
Watch Our Commercial!
Check out the commercial we created for The Social Golf Course.
Directed by: Michael Quiroz
Actors: Thomas Haley, Ron Bayless, Carol Asper, Howard Asper, Michael Miranda, Jeremy Gibson and Zeb Welborn
Special thanks to Michael Quiroz for helping us get this out there!
The Social Golf Course on GolfLife.com
GolfLife.com shared our book and a Q&A with Zeb Welborn with their readers
(http://www.golflife.com/the-social-golf-course-increasing-rounds-with-social-media/)
Here’s a snipet:
Golf Life got the chance to talk with author Zeb Welborn of 19th Hole Media about his new book The Social Golf Course: Increasing Rounds with Social Media that he co-wrote with John Hakim from Greenskeeper.org. The book is a basic introduction to golf course marketing with social media. Let’s learn more from Zeb Welborn.
GL – Zeb, please tell the Golf Life community a little about yourself
My name is Zeb Welborn and I’m the owner of 19th Hole Media. 19th Hole Media is working to grow the game of golf by using social media to help golf courses reach more customers, convince golfers to play more often and create a loyal community of golfers at the local golf course.
I have an extensive family tradition in the sport. My great grandfather came to America with a recommendation from the legendary James Braid. My grandfather played golf his entire life and was the president of the Men’s Club at Western Hills. My Dad has been a lifetime golfer and golf writer for numerous golf magazines. And my cousin Ryan played in the 1999 U.S. Open at Pinehurst.
I recently co-authored a book, The Social Golf Course: Increasing Rounds with Social Media, with John Hakim, the owner of Greenskeeper.org. The Social Golf Course is for golf course owners and operators explaining how they can use social media effectively to increase profits and grow the game.
GL – Why write a book about this topic?
I decided to write a book about social media for golf courses because after talking with many golf course owners and operators, I understood that many of them did not understand how social media could benefit their business. Golf, as an industry, has declined from 2005 until 2012. It is starting to make a comeback, and I think I can help golf courses be more successful by showing them how to use social media effectively. The majority of golf courses are not doing social media well….
Read the rest of the Article: Golf Life — Book: The Social Golf Course: Increasing Rounds with Social Media Plus Q&A with author Zeb Welborn
On Amazon.com
The Social Golf Course: Increasing Rounds with Social Media [Kindle Edition]
Zeb Welborn (Author), John Hakim (Author), Larry Welborn (Editor), Annie Welborn (Editor), Lacey Welborn (Editor), David Kramer (Foreword)
The Social Golf Course: Increasing Rounds with Social Media, written by Zeb Welborn of 19th Hole Media and John Hakim from Greenskeeper.org is an introduction to golf course marketing with social media.
Social media is not just a marketing and sales tool. It creates word-of-mouth excitement. It can help build business. It can attract more golfers. Market your golf course more effectively in the 21st century with social media using tools like Facebook, Twitter, email marketing, blogs, Instagram, YouTube, Vine, LinkedIn, Greenskeeper.org, Google+ and much, much more.
Amazon.com Reviews
5.0 out of 5 stars
Reminder that we are ALL in the “social” business
February 26, 2014
Amazon Verified Purchase
I found this book very helpful even though I don’t own a golf course. I think this book is relevant to any industry or business looking to become a “social” organization. We are living in such an interconnected world that every business has to find a way to consistently engage and create value for the people/community that they are serving. No consumer wants to be just another number. The alternative is slow attrition of your client base to your competitors.
Different social media channels allow you to do just that. This book provides a strategic and tactical roadmap for you to create a “social” golf course business (but as I said before, the template can be applied to other industries/businesses as well). It is very well written. A must read.
5.0 out of 5 stars
Awesome Social Media Tips for Golf Courses (or any other businesses for that matter)
February 26, 2014
By Herby Fabius
Amazon Verified Purchase
Even though it’s somewhat related to Golf Courses, the Social media marketing tactics can apply to any businesses.
Whether you’re just starting out or already have a social media presence, this book tells you how to take it to the next level.It’s very well written and very easy to understand. I recommend it to anyone who wants to establish a social media presence for their business.
Whether you’re just starting out or already have a social media presence, this book tells you how to take it to the next level.It’s very well written and very easy to understand. I recommend it to anyone who wants to establish a social media presence for their business.
4.0 out of 5 stars
Helpful ideas on starting or improving your social media presence.
February 26, 2014
By Kelly Adams
Amazon Verified Purchase
The Social Golf Course was a good read, that provided helpful information! I am looking forward to the website will be up March 14th so I can visit for additional information and ideas.
5.0 out of 5 stars
What every golf course needs to know
February 26, 2014
The Social Golf course illuminates new ways for golf courses to promote the game and increase play — with social media. It’s thought-provoking not just for golf courses, but for any business dealing with consumers…Crisp writing by Zeb Welborn and John Hakim.
Get the Book!
The Social Golf Course: Increasing Rounds with Social Media, written by Zeb Welborn of 19th Hole Media and John Hakim from Greenskeeper.org is an introduction to golf course marketing with social media.
Get the book on Amazon! The Social Golf Course — Increasing Rounds with Social Media
Social media is not just a marketing and sales tool. It creates word-of-mouth excitement. It can help build business. It can attract more golfers. Market your golf course more effectively in the 21st century with social media using tools like Facebook, Twitter, email marketing, blogs, Instagram, YouTube, Vine, LinkedIn, Greenskeeper.org, Google+ and much, much more.
Excerpt from the Introduction:
Social media is changing our economy … forever.
Offline and online worlds have collided. They will forever be intertwined. To stay competitive, golf courses must build authentic relationships that translate into business.
These relationships must help trigger the most effective form of advertising — word of mouth — taking place on social platforms in exponentially growing numbers.
We’ve talked with golf course owners, general managers and directors of golf across the United States.
The sentiment is usually the same:
“I don’t understand social media,” one general manager said.
“Social media is a fun thing to do, but it doesn’t benefit our golf course in a substantial way,” said a director of golf.
“We’re doing social media, but it’s not working,” a golf course marketing director said.
If you find yourself with similar doubts, concerns or worries, you should read this book: social media works.
Here’s what the Director of Golf at Arroyo Trabuco Golf Club — 19th Hole Media’s client for six months — said: “We wanted to thank our customers on our Facebook page, by offering discounted rounds, but we can’t because we’re booked solid until 4pm.”
The General Manager at San Dimas Canyon Golf Course — 19th Hole Media’s client for eight months — said: “We’ve had the best month we’ve ever had at this time of the year, and in comparison with other golf courses similar to ours . . . we’re doing extremely well.”
And as Tom Robinson, a golfer at Los Serranos Country Club, said: “Its been a year since adding Los Serranos to my “likes” list (on Facebook) and in that time I’ve played five rounds (never as a single) at the country club. Traditionally I will play maybe two total rounds per year at the course because of where I live.”
Many golf course owners and operators are failing to see the potential of social media. And the potential is massive.
We can’t ignore change and change is upon us all. People are consuming information at an unprecedented rate. And the best way to be heard in the noise of information bombarding golfers is to reach them relevantly: as they are deciding when and where to play.
And that is happening on social media — effective social media.
Social media can help your golf course communicate with golfers 24 hours a day, seven days a week. Imagine having thousands of golfers talking about your golf course daily when they aren’t even at your course. And the best part is the value you create — is yours.
You get the benefit, not golf magazines or tee time wholesalers. By using social media effectively, you are communicating directly to the golfer and future customer rather than through a third party, achieving brand loyalty.
So, the culture of a golf course should change to incorporate the social media online world into the traditional offline world to create the 21st century golf course — The Social Golf Course.
Golf Tournament at Los Serranos Golf and Country Club
Join Us!
We’re celebrating our book launch with a golf tournament at one of our favorite golf courses. Los Serranos Golf and Country Club!
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- Los Serranos Country Club – 19th Hole Media
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- Zeb Welborn Golf at Los Serranos Country Club
The golf tournament is at Los Serranos Country Club in Chino Hills, CA on Friday, March 14 to promote the launch of our book, The Social Golf Course The cost for the tournament is $50 and all are welcome. If you’re interested in attending, please call Zeb at (909) 973 – 9089.
19th Hole Media
Social Media Marketing for Golf Courses
The 19th hole is the town hall of golf.
From table to table, golfers tell stories, rehash rounds, brag about putts drained, complain about bunkers and bad bounces and delight in lucky shots and low scores. They talk about family, jobs, life. They argue, encourage, commiserate. Everyone is engaged, most are happy, some are miserable, in a golf sort of way.
But they all join in.
With 19th Hole Media, we hope to extend the golfing nirvana beyond fairways and greens and into the every day lives of your golfers. Let us help you create a vibrant, active and engaged community for your golf course.
Visit www.19thHoleMedia.com!