Strengthening Fan Relationships at PGA TOUR Through Social

Lauren Teague, Social Media Manager, PGA TOUR

In this episode, recorded on location at one of the most popular social media marketing conferences Social Fresh East, at the Omni Hotel in Orlando, I sat down with Lauren Teague, Social Media Manager at the PGA TOUR. Lauren is one of the many fabulous speakers I met at Social Fresh East. The PGA TOUR is dedicated to showcasing the game of golf through tournaments that entertain fans, deliver value to partners, promote volunteerism, support charitable causes and enable economic impact in the communities where tournaments are held as well as for the PGA TOUR players.

LaurenTeague_PGATour_SocialFreshEast

Lauren reveals how intensely focused they are on much more than just publishing content through social media. Through data, they are focused on learning who their fans are and why they follow the PGA TOUR. Lauren’s team strives to understand how fans use their content in order to get smarter about their fans to engage them more effectively. Their goal is to make their fans better fans, always looking for ways to strengthen the fan relationship through the use of social data.

Reaching the Next Generation of Golfers

The average PGA fan is a 45 to 54 man with discretionary income, who enjoys the game of golf. But this demographic doesn’t translate well to social. The average demographic in social media is 18 to 34 also predominately male. So, the PGA TOUR is reaching the next generation of golf fans through their social media engagement, and studying the engagement one post at a time. They’re looking at how people use their content, measuring engagement per post. They measure conversation and applause (likes, plus ones, favorites). They measure how they drive amplification to broaden the network and reach. They use social infrastructure technology from Sprinklr to publish, monitor and analyze engagement. They measure details such as time of day and type of content. They also consider the frequency of posts per social channel to measure engagement per post.

Ticket sales are promoted at the individual tournament level. Some tournaments have rolled out social media campaigns with offer codes. As an example, a Father’s Day campaign for a handful of PGA TOUR tournaments over one week resulted in nearly $100K in revenue through dedicated social content and corresponding fan offers.

Catch the entire interview with Lauren Teague in the video above.

Photos by: Anthony Quintano

 

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