So Lo MoHow to Engage with a
Social, Local, Mobile Membership#solomo
Barb Osier BreeserDigital Mobile Marketing StrategistFebruary 2015
Our Silver Anniversary •Established July 15, 1989
Stability •Still owned by two original partners •VP Engineering with ATS since 1995
International •Philadelphia, 1989•London, 1992•Toronto, 1993•Prague, 1997•Taipei, 1998
Celebrating 25 Years in Business
Our Services
SMS & MMS TextingDIY Texting Platform 84444.comMobile AdvertisingMobile WebsitesGeo TargetingMobile ad buysRich MediaSocial Media AdvertisingResponsive Design
Celebrating 25 Years in Business
SOCIAL
TIMES CHANGE.
Business communication has evolved, too.
FACEBOOK: Like a Company Picnic or Local Pub
Use Facebook to promote your club events – before, during and after the events. Remind members why they want to come, and show them what they missed! Make it easy to share info with their friends.
Advertise on Facebook. The ability to target by location, interests and behaviors gives you access like never before. $100-200/mo can make a big difference.
TWITTER: Like a Trade Show or Networking Event
LINKEDIN: Like the Chamber of Commerce
PINTEREST: Like Your Bulletin Board or Refrigerator
Entire weddings are planned on Pinterest!
INSTAGRAM: Like your Slide Show or Photo Brag Book
GOOGLE+: Like…. GOOGLE
A great break down of 6 of the most popular social media sites.
from Media Bistro
Social Media is Conversations. ONLINE.
Don’t promote without providing value.
Social media is about ENGAGING your members – it’s not a broadcast medium!
The goal is turn your members into FANS and your FANS into raving fans, brand promoters and volunteer marketers.
Gain insight about your members’ behaviors.
Use these tools to change the way you
do your business rather than seeing them
as additional channels to blast your message.
GIVE VALUE FIRST
When it comes to potential members, retargeting can be a great way to keep your club top of mind and encourage new members to come visit / take a tour / JOIN
From a technical standpoint, you place a special retargeting pixel (the single line of code needed to track site visitors) on your careers page and serve recruiting-focused ads to those pages’ visitors.
Google’s latest algorithm for local search – Search
Engine Journal has named it the PIGEON
update.
LOCAL
TIMES CHANGE.
FACT: For local businesses, Google now gives added weight to a presence on directories such as Yahoo!, Yelp, Merchant Circle and LinkedIn.
84% search on tablets andcomputers.
4 in 5 consumers use search engines to find local information.
88% search on
smartphones.
What are they searching for?
54% search for business
hours.
53% search for
directions to a local
business.
50% search for local store address.
Local Searches result in purchases.
MOBILE
Some of you will have the mobile phone number # you have today for the rest of your life!
Your mobile phone is your DNA and digital fingerprint! http://go.bloomberg.com/tech-deals/2013-01-07-mobile-phones-with-fingerprint-id-coming-this-year/
Why Mobile?
• Engaging YOUR members with their browser of choice!
• Starts a very intimate relationship, (many people bring MOBILE devices even to the bathroom!)
• Establishes a MOBILE DATABASE of OPT in members & prospects that establishes loyalty, and keep your brand and business top of mind.
• Mobile Search is growing at an astronomical rate, Delivering a mobile optimized experience will be the difference between winning and losing a potential consumer!
• Creating Fun, innovative, engaging and memorable interaction is truly a brand to hand extension of your business.
CTIA.org 2012
Consumers keep mobile with them 24/7.
IDC 2013
Mobile Activities By Device
MOBILE isreaching people in their pockets – or anywhere they are not at their desktop. In other words, reach them at the right time, in the right place, on the right device.
SMS / Text Marketing
Mobile Apps
Mobile Advertising
Geo-Fencing & Geo-Targeting
Mobile Websites / Responsive Design
MOBILE MARKETING includes…
Where is the best place to initiate an engagement with the mobile consumer?
In Lines, While we wait …• For our food or to be seated at the restaurant
• In the check out of a LONG grocery line
• Retail Line (Target, Walmart)
• Public Transit
• At our seat at entertainment or sports venue
• On packaging
• POS
Anywhere we can open a door to your business & brand and establish a relationship for LIFE!
Why Text Marketing?
An easy Do-It-Yourself option: 84444.com with plans startingat just $25 a month.
“SMS Text Message Marketing via a short code is the workhorse of mobile marketing. It blends seamlessly with your email marketing and will likely be far more productive.”
If you can only afford to do one thing in marketing to customers via mobile, it should be text message marketing.
97 percent of ALL text messages are opened 15 minutes upon their receipt.(Nielsen Mobile, 2012)
50 percent of people who made a purchase from a retailer did so because of a text message from the company.(Mobile Marketer, 2013)
Within an hour, 84 percent of all people will respond to a text message.(Nielsen Mobile, 2013)
Why Text Marketing?
• New Product/Service offerings• Pro shop specials• Catering • Increase club traffic on slow days• Upcoming events• Add to your existing email database• Safety notifications & alerts• Reminders for social events• Polls & Quizzes• Reminders for important deadlines
Remember: 97% of all text messages are read within 15 minutes of receipt.
How can I use it for my club?
Promote it Everywhere…and more.
Promotion
Mobile Apps – Does your Country Club need an app?
FACT: Average smartphone has 26 apps loaded on it
RestaurantsHotelsGolf CoursesRetailDestinations… anything else that would allow you to interact with your customer on a regular basis
THE Questions to ask: What will it do? Will it add value to my member’s experience?
Mobile Advertising: Geo Targeting & Geo Fencing
Reach prospective members where they live, shop or vacation
Reach people in your store
Reach people within a mile of your club
Mobile Responsive/Adaptive Design
75% of adults believe that a mobile site must be as good, if not better than, a desktop site.
61% of internet users will go to a competitor’s site if they visit a site that is not mobile friendly.
What people want in a mobile site:
In Summary:
SOCIAL
Get your clubs on the right social media channels - the ones that make sense for your members.
Remember the 80/20 rule: 80% value, 20% promotion
If you don’t know where your members are online – just ask them
Budget for some Facebook ads to connect with your target audience
In summary:
LOCAL
Develop a plan for your local listings & a schedule for implementing it.
Create your descriptions (short and longer)
Consider a lead generation service to command search results in a competitive market place for events, golf, country club, etc.
In Summary :
MOBILE
Consider investing in text marketing to grow your business
Decide if your club is ready to reach your target demographic by taking advantage of mobile advertising
Determine if your member base would benefit from a mobile app
Budget & Plan for a mobile website or Responsive/Adaptive Design
Let’s connect!
Barb Osier BreeseratsMobile / Purple GatorDigital Mobile Marketing Strategist
TWITTER: @barbosier EMAIL: [email protected]: Facebook.com/atsMobileNOWLINKEDIN: linkedin.com/in/barbosierOFFICE: (515) 850-1162
Thanks for attending!
