The Top 10 Things You Need to Know: Social Media & Public ...€¦ · The Top 10 Things You Need to Know: Social Media & Public Relations 7. The Bright Side –GOLF and Private Clubs

The Top 10 Things You Need to Know:Social Media & Public Relations

Jared Cohen, Troon Digital Communications Manager

Rob Myers, Troon Media & Communications Specialist

The Top 10 Things You Need to Know: Social Media & Public Relations

For today’s discussion:• New social media tools• Adding new/more followers• PR during a global pandemic• What’s next?

Jared Cohen• 4+ years with Troon

• 10 years digital content/marketing experience

Rob Myers• 5+ years with Troon

• 26 years Public Relations experience


1. The Facebook Creator’s Studio


1. The Facebook Creator’s Studio• All things Facebook posting and analyzing from one

platform• Facebook

• Upload, compose and post• View, filter and search all your posts from all

pages plus monitor insights• Schedule!• Manage interactions across all your Pages from

the Inbox tab


1. The Facebook Creator’s Studio• Instagram

• Upload, compose and post feed & IGTV• Schedule!• Audience Insights • Manage multiple accounts

• Set up on https://business.facebook.com/creatorstudio/

• Download the phone app

https://business.facebook.com/creatorstudio/


2. Sharable & Savable > Likes & Comments


2. Sharable & Savable > Likes & Comments


2B. Seek out more followers• Find posts about you and like/engage• People are not actively looking to follow

anymore• People who know how and where to tag, are

likely to follow engage more in future• It’s about having the right followers, not just

followers.


3. Facebook Shops And The Rise Of Social Commerce


3. Facebook Shops And The Rise Of Social Commerce• In July, Facebook announced the launch of Facebook Shops• Timely!• Aim to help businesses and brands of all sizes showcase their products and close sales

without shoppers ever having to leave Facebook or Instagram• facebook.com/commerce_manager/

https://www.facebook.com/commerce_manager/


4. A new and improved “Link in bio page”


4. A new and improved “Link in bio page”• Send people directly where you want them to

go!• Later: Linkin.bio

https://app.later.com/3VPZF/linkinbio/troon/posts


5. A quick take on Tik Tok• For the kiddos• NEW: Instagram Reels

• Reels allows users to record and edit short-form videos with audio and music soundtracks

• AKA…Tik Tok


PR During A Global Pandemic


Defining “The Media” • Mass Media – CNN, Fox News, USA Today, Local News Outlets

• Leisure Media – Travel & Leisure, Conde Nast Traveler, GOLF

Magazine

• Sports Media – ESPN, Golf Channel, Golf Advisor

• Industry Trade Media – Golf Inc., Club + Resort Business, Golf

Course Industry

• Affluent Media – Forbes, Robb Report, Jetset Magazine

• Fringe Media – Social Media Influencers and Podcasts


6. “Unprecedented Times”


6. “Unprecedented Times”• 30 million out of work in U.S.

• Many sick and dying

• Travel down

• Stress, anxiety and depression up

• Racial and inequality protests and tensions

• Virtual schools, parents working from home and

managing kids


7. The Bright Side


7. The Bright Side – GOLF and Private Clubs• June rounds up 14 percent over last year - Golf Datatech

• Junior golf participation up 20 percent in April, May, June - NGF

• Beginning and returning golfers up 20+ percent in Q2 - NGF

• 9-hole rounds up 15 percent in 2020 – NGF

• Private clubs seeing growth in membership

• Real estate market remains hot

• Drive markets are popular vacation destinations


7. The Bright Side


8. Pandemic Culture Throughout history, pandemics have shown a tendency to follow a 5 phase structure. In the U.S., phases can be divided by months:

• Denial: January – February

• Fear and Anxiety: March – April

• Learning and Adjustment: May – June

• Reevaluation: Current phase

• The New Normal: TBD when this phase begins


9. Troon: The Good News Company


9. Troon: The Good News CompanyPR and Communication Strategy is focused on promoting positives across the company

Pre-Covid – Travel, packages, events, success stories, luxurious amenities, etc.

Fear and Anxiety Phase – Pause in PR messaging, social media turns to inspiring messages: Enjoy the sunshine!

Get Outside and Play!

Fear and Anxiety Phase – PR messaging returns profiling acts of kindness throughout the world of Troon,

Moments Matter debuts, content creation for guests and members


9. Troon: The Good News CompanyPR and Communication Strategy is focused on promoting positives across the company

Learning and Adjustment Phase - Cause Marketing - Troon Card Sales Benefit Food Banks

Reevaluation Phase - New Position Appointments, New Courses and Amenities, New Management Agreements

The New Normal Phase - A return to promoting travel, packages, events, luxurious amenities, etc.


9 ½. Stopping Short


9 ½. Stopping Short• Not promoting private club growth angle (yet)• Not advocating that “golf is a safe activity”• Avoid using the term “safe” in media, public and

member communication• Don’t use images with multiple people in them who

are not physically distanced.


10. What’s Next??


10. What’s Next?? Be ready to pivot – it’s still 2020

If/when crisis strikes, you’re not alone – we’re here to help

Continue to be empathetic and aware of differing points of view and situations

Keep in mind people are stressed and can be easily offended

Continue to share positive news, acts of kindness and creativity

Target guests and/or members through traditional media AND social media

Media Visits – Focus on local and drive markets

FAM Trips – Budget for 2021 or 2022

Small Budget? PR > Advertising


Are we done yet?


Questions for Jared or Rob?

Email Jared at [email protected] Rob at [email protected]

mailto:[email protected]

mailto:[email protected]

Documents

The Top 10 Things You Need to Know: Social Media & Public ...€¦ · The Top 10 Things You Need to Know: Social Media & Public Relations 7. The Bright Side –GOLF and Private Clubs