ABOUT FORESIGHT SPORTS

For more than fifteen years, Foresight Sports has been developing cutting-edge flight analysis solutions for the golf industry’s leading equipment manufacturers. Today, Foresight Sports delivers the most advanced measurement and analysis tools for these demanding customers, and is proud to offer the GC2 + HMT Smart Camera System to the consumer market.

GETTING SOCIAL

Socially Organic. In a very near future, people will no longer surf online to seek a product or service, we will constantly be connected to the brands they love via social networks. That means offering a "social experience" to people to find your audience. We need to put our brand in a position in which our followers can effortlessly connect with us and want our technology. With 2.5 million pieces of content shared each minute on Facebook, users will stop what they are doing to look at our ad. There is no future on search for advertising. We are in a world of connections. You are connected or you are invisible. Social media are writing the future of online advertising.

Be Unforgettable. We need to create memorable content that our followers cannot help but share. The goal is not to invite our audience to leave the platform. Each time we promote a link on a social platform, we are inviting users to quit. We need to find our comfort zone and engage our community by reinforcing the relation between the platform and Foresight Sports. Today, more than 50% of Facebook daily users are now mobile only (*June 2015), and this extreme mobility of audiences is revealing distinctive browsing behavior and expectations, driving users from a world of variety to a world of tough selection.

Screen size creates a natural selection process. Browsing on small screens means users inevitably spend less time searching. As a result, because it costs them less time and effort, our potential customers are naturally attracted by the most visible brands. People reward the most visible items (hits, best sellers and blockbusters) over anything else.

Mobile behaviors drive the quest for instant gratification. Unlike Google, Twitter publishes all individual news immediately. Without delay. The news is always fresh. On mobile, people are impatient: they reward "instantly." We can have the best product or the best service, but if we are not able to offer the right information to the right audience at the right time, we're invisible.

Content is the best way to connect with our future customers. Companies are not what they seem. Behind your ads lies your true nature. On social media, people are looking for this truth. Nowadays, no matter what our ads are saying, only the content we are posting on social media is credible to our audience. The content we, as a company, put out behind our brand name shapes our inner nature.

Storytelling is more powerful than selling. Introduce people to our unabridged story. It's not about us, about our brand or our products. It's about our customers, their taste, their interests. It's about shared values. Create exclusive content. Find our social voice. Be authentic and resonate with the audience.
Our brand must resonate beyond what the company does. People much prefer to talk about entertainment than anything else and usually they talk tirelessly about the same music, books, sports and movies. If we understand that, we can start a conversation on social media by adding pop culture to our content. Be aware of the trends, surf for what people like, and they will reward us by welcoming us into their circle. Our brand has to be inspiring.

Know our customers’ daily routines and storytell around our business. Popular culture is this daily routine. Be there. Which music is our brand listening to? What kind of movies does our brand love? What sport does our brand practice? Each piece of content that we produce forms the DNA of our brand. Find the entertainment in our products or services. Express the entertaining side of our brand. Become a producer of entertaining products. If we're not able to entertain people to keep their attention, we're invisible.

Emotion is the social currency, word of mouth is the carrier. Social media offers the opportunity to share with friends. If we don’t make it easy for people to share our content, or if we're not striving hard to make our content appealing, we will stay valueless for the social platforms and be invisible to our audience. Every post should provoke a reaction. Each time a gap opens up between what people expect and what we offer, they will possibly react with happiness, delight, fun, excitement, a like, a comment, or a share. But to achieve marquee status, we have to reinvent yourself continuously since the more often people experience something, the less it has an effect on them – this is the law of diminishing returns. The good news is that social media can help us by offering real-time feedback. If our brand can create these kinds of emotion, our audience will get a lasting feeling about our brand, which can generate increased curiosity for our products, our services, and in the end, maybe a sale.

Welcome to the grind. With social media come new rules and new opportunities to increase the attractiveness of our company and our brand. A deep understanding of your customers and the nature of the experience they are looking for on social media is crucial. Our social media strategy affects the probability of winning new customers, future business partners, talented employees, better products. But there is no easy way. When struggling, remember that nothing than trying harder is an acceptable reaction. Turn our back on what’s comfortable, what’s safe: social media is not a dreamland, it's a marathon. With each step comes the decision to take another and since each little thing can spread widely, each step can be huge. Fight for our audience.

THE SOCIAL GAME

With New Generation technologies available to any sized marketing team, it is easier to grow a community around a brand today than it was several years ago. We will explore these tools within this case study and layout a solid game plan that actively engages our audience through meaningful content and memorable brand experiences.​

HOW WE CAMPAIGN

A successful social media campaign has 4 main components.

1. A Carefully Developed Plan

  • Research: Thorough analysis of our existing social followers across our networks to identify areas for improvement versus our competition.
  • Budget: Allocate our budget and resources. Include in our budget whether our campaign requires any paid social efforts or if we plan to rely on organic tactics and owned media.

2. Clearly Defined Goals

  • Increase Brand Awareness
  • Drive More Website Traffic
  • Drive Visitor Loyalty
  • Improve Conversion Rates

3. Cross-Channel Promotion. The benefits of promoting our social media campaign across additional channels are twofold: Those we reach via social media are reminded through other communications, and those who aren’t as active on social media are informed.

4. Thorough Analysis. With these goals set, we will be able to attract more customers, create a stronger social media presence, and increase sales in a matter of time!

FATHER'S DAY CAMPAIGN

Hold a promotion where the customers can save up to $500 on selected product packages. Not only will this advertise our personal relationship with the customers, but increase sales as well. If not for Father's Day, having a promotion for major holidays would increase our sales tremendously.

OUR STRATEGY

Our basic strategy should be applied to all of our social platforms in tone, who we are, and what value we want to bring to our consumer. We need to move on social media (and as a marketing group in general), and sometimes that would mean jumping into a new channel without much of a game plan in place at the beginning. Sometimes we will fail, but that’s acceptable losses. For Foresight Sports, it’s about being first and finding new ways to share our content and tell our story.

  1. Build an in-house community where marketing and sales tie into collaboration and team building.
  2. Broaden our social listening beyond our brand name by listening and comparing to customers and competitors.
  3. Our primary focus for our social media campaign is to raise awareness, increase sales and build loyalty and retention.
  4. Every week, compare how far we've gone since we began the social media campaign to evaluate social media strategy effectiveness and success.
  5. Interact with everyone who shows interest in us on all social media.
  6. By interacting with viewers and creating more personal strategies, allows us to become more human and personable, stirring ourselves away from a company behind a computer screen.

OUR NUMBERS

OUR SOCIAL NUMBERS

FORESIGHT SPORTS SOCIAL.

750 followers - Latest activity: December 24, 2016
1,522 likes - Latest activity June 1, 2016
2,268 followers Latest activity: May 31, 2016
9 subscribers & 4 Videos

CALLAWAY GOLF

THEIR NUMBERS

CALLAWAY

239K followers Latest activity: 3 days ago
511,577 likes Latest activity: May 20, 2016
260K followers Latest activity: Yesterday
27,541 subscribers +795 videos

TAYLORMADE

TAYLORMADE

327K followers + Post Daily!
467,183 likes + DAILY POSTS!
295K followers - DAILY POSTS!
23,574 subscribers + 178 videos

TRACKMAN

TRACKMAN

21.4K Followers DAILY POSTS!
76,793 likes DAILY POSTS!
19.4K followers DAILY POSTS!
8,605 subscribers + 185 videos

SKY TRAK

SKY TRAK

2,022 likes with daily posts...
1,192 followers with daily posts...
291 subscribers + 13 videos

FULL SWING GOLF

FULL SWING GOLF

1,585 Followers & post daily.
1,376 likes & post daily.
3,057 followers & post daily.
158 subscribers + 30 videos.

FLIGHTSCOPE

FLIGHTSCOPE

2,139 Followers with daily posts.
56,098 likes with daily posts.
4,862 followers with daily posts.
582 subscribers + 90 videos.

FORESIGHTSPORTS.com + Social Media

5 ways to Boost our Social Media @foresightsports.com

1. Social share and follow buttons Make our content shareable with social share buttons. Not only do they help us increase awareness of our content, but when we provide our visitors the opportunity to share our content easily, we're also improving user experience.

2. Social Login Did you know that 73% of users prefer to log in to a site with social login, as opposed to providing an email address and creating a new account. Improve our website visitors’ experience with social login, and increase our website registration conversions and retention.

3. Social Video Social videos are videos that are created and shared on social networks. The added bonus of social videos for marketers is that they provide an easy social media integration for our website.

4. Instagram photos This social media integration feature is perfect to showcase our Instagram photos on our website. Embedding your Instagram photos in blog posts allows you to capture new followers from our website visitors.

5. Social Proof With 79% of consumers trusting social proof as much as personal recommendations, it’s important to integrate the proper social widgets on our website to increase sales and website conversions.

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BUILDING SOCIAL COMMUNITY + NETWORK

INSTAGRAM

The WHAT. Instagram is a 90% visual and 10% text platform.
The WHY. Instagram users are 58 times more likely to like, comment, or share a brand’s post than Facebook users and 120 times more likely than Twitter users. All data indicates that users are moving away from Twitter and Facebook and shifting their time to Instagram. This absolutely proves that Instagram is the best social and mobile platform for brands to reach audiences that are willing to engage.

Customers crave to visually share their stories, reactions, and experiences—Instagram offers a platform for this with its unique ability to highlight visual content (and all marketers know that visual content is king).

Content on Instagram is simply more sharable, easier to understand, and far more universal than other types of content.

Visual storytelling is an art form on Instagram. In order to capture the attention of that audience you must be active on the platform, creating content that is not only engaging but also shareable for your target audience.

How to improve ours? Feature daily posts that promote golf gear, technology and lifestyle brand.

Photo Contests + Daily posts featuring GOLF tech, gear and lifestyle.

We will use WishPond for Photo Contests and Hashtag Contests. Wishpond is a Easy Lead Generation Software where you can run Facebook sweepstakes, photo contests, Instagram hashtag contests and more.

The What , Why and How.

FACEBOOK

The WHAT. Facebook is a 50% visual and 50% text platform.
The WHY. Facebook has over 890 million daily active users and in Q4 2015 a revenue of $3,851 million. Today these numbers are making Facebook the third largest population (behind China and India). Facebook is clear winner as the largest social media community out there.

Many businesses are still unaware of the advantages of connecting with their customers on social. In fact, 93 percent of buying decisions are based on social media. Ignoring social channels can be detrimental to businesses, and those who do will find it to be a costly mistake, especially when we consider that 72 percent of consumers are more likely to stay engaged with brands because of social media.

92 percent of consumers trust third party endorsements and family and friends more than they trust brand marketing. Therefore, in order to ensure a profitable future, brands need to connect and engage with the digital generation.

Brand ambassadors. In order to increase brand awareness, we need to transform digital native customers into brand advocates and this can only be done if the relationship has been cultivated. The key for us is to encourage consumers to endorse the brand and play a real part within Foresight Sports. Once we have built a strong following we must then feed our appreciation back to our audience. Reward the most loyal and socially influential followers; make them feel part of us rather than just another customer.

Social reputation. Social channels facilitate transparent communication between us and our customers, in turn enabling us to be viewed as a trusted source. Other brands use social as a way of cross-promoting products via our own community, by letting consumers recommend products to other customers. The key for us is to stay ahead of the game. Customers now demand more from brands than ever before, and they have never played such an important role to our reputation. Without social visibility, we will find it extremely difficult to interact with underground influencers who are shaping the future.

HOW to improve ours? Feature daily current golf events in the golf community. Along with Instagram, we will use Wishpond to hold photo contests and run Facebook Sweepstakes.
  • Be authentic: Share what WE are genuinely excited about and our customers will be excited too.
  • Be responsive: When people comment on our posts, we need to show that we are listening and that we care. If we need more time to answer a question, we will let them know we are looking into it.
  • Be consistent: The more regularly we post, the more opportunity we will have for connecting with people and building trust. Setting a schedule for our posts can also help maximize marketing team’s time.
  • Do what works: Replicate our success on posts that get more engagement.
Make successful posts into successful promotions: When you notice that a post is getting a lot of engagement, promote it to reach even more people. When people like, comment on or share your posts, their friends are also eligible to see those posts in News Feed.

The What , Why and How.

TWITTER

The WHAT. Twitter is 40% visual and 60% text platform.
10 Reasons WHY.

1. Connecting with customers. This IS the main reason we should use twitter for our business. Since our customers are using twitter, the connection is effortless. Twitter has become a daily routine, where people log onto it every single day, some log onto twitter the first thing they wake up even before brushing their teeth. If we have an unsatisfied customer we will hear from them on twitter. Communication is instant.

2. Branding. We don’t have to be a big brand like Callaway, Nike or the PGA to brand ourselves on Twitter. We have enough equity in our brand that says we are "reachable" and not a robot.

3. Customers feedback. We need to reconnect with our customers and as a result we will be getting feedback on how you can improve our product, our technology and maybe even improve our customers service. Listening to them will help you us in the future.

4. Marketing. One of the reasons to use twitter is you get to market your product or services to more people and the best part about that is its FREE. Nuff said.

5. News. We can also give latest updates on twitter about our company by tweeting and sport / golf related events.

6. Give away coupon codes and promotions. You can also tweet about new deals and coupons codes to help give your company the extra boost. What everyone love include me is getting a good deal. Weather its a promotional lunch set, if its cheap. I want it. For me you don’t have to be like dell in order to do this. You can have a normal business as well. If you have a restaurant and you have build loyal or new followers in your place you can send out tweet like “Having a special set lunch this weekend.” or something like that. They can tweet you for more information regarding that. I am going to teach you how you can get local twitterers.

7. Twitter is Viral. If you’ve have succeeded gaining some popularity with your twitter account you will know how viral twitter can be. This will be part of your marketing strategies that you can use in the future. Dell have succeeded in making their tweets viral with their promotion tweets.

8. Spying on competition. Did you know you can spy on competition too? Best part about this and spying on customers is that its FREE using twitter search. You can not only read what customers are talking about you but you can also read what customers are talking about your competition. If your competition is not doing anything with their customers complaints. Then what happens if you (the savior) suddenly tweet them “hey I heard you have a problem with…..” Just an example

9. Increase Sales. Twitter can help you increase sales and make PROFIT. Dell is one of the company that have increase their sales on twitter. How much sales? Imagine $6.5 million in sales as reported at mashable

10. Brand loyalty. By engaging our customers on twitter. They will be loyal to your brand for a long time.

How to improve? Feature daily tweets that cover golf gear, technology and game improvement tips.
  • Track mentions -- and respond if appropriate.
  • Tweet regularly.
  • Follow Trends and #'s Tagging posts with one or two relevant and trending hashtags will reach new users.
  • GET VISUAL : Photos and videos drive three to four more clicks on Twitter.
  • Connect! Make sure Twitter is integrated with our marketing efforts. Twitter, like other social media platforms, is much more effective when integrated with your other marketing activities.
  • Use Twitter analytics. Using Twitter's native analytics daily will grasp what's resonating and what's not with our audience .In the analytics dashboard, you'll be able to tell what your best days to tweet are, the types of content that are more favored and the demographics of the followers that you're attracting. *We may use Hubspot for analytics for real time monitoring.

The What , Why and How.

YOUTUBE

The WHAT. YouTube is a global video-sharing platform.
The WHY? It is an Effective way to popularize our product, get feedback and increase our site's traffic.
HOW to improve ours? Produce original, engaging and technology driven content.

YouTube videos currently in production for You Tube Channel.

  • Game Improvement videos
  • Instructional content
  • Technology Training / Game Changer Series
  • Guest Experts - Martin Hall, Nick Starchuk, more to come
  • Shot Types / Improvement Series
Instructional Pro Video Series.

The What, Why and How.

Foresight Sports has a Houzz account! Our in house design team will feature the latest retail, commercial and residential simulation installs.

The WHAT & WHY. Houzz is an online social site connecting remodelers, designers, and homeowners through idea books, catalogs. Houzz is a place where Design professionals showcase their portfolios, sharing their work with a community dedicated to home and landscape design. Houzz’s other aspect appeals to homeowners – those looking for design ideas and inspiration in remodeling projects, tips, and tricks. The Houzz team choosing designs reposted by designers and reposted by homeowners. Lastly, it's free! What's better than that?
How can we improve? Featuring professionally photographed commercial, retail and residential client work with testimonials + well crafted testimonials.

Installment at Justin Bieber's house:

Render to Reality

Recent Installment at a residential house in Murrieta, CA:

MEASURING OUR SUCCESS

Foresight Sports has a HubSpot account that will monitor, build and track our social community.

HubSpot is an inbound marketing software company that helps businesses transform their marketing from outbound (cold calls, email spam, trade shows, tv ads, etc) lead generation to inbound lead generation enabling them to "get found" by more potential customers in the natural course of the way they shop and learn.

REAL TIME TOOLS + SOCIAL MEDIA ANALYSIS

CAmpaign management tools.
MARKETING GRADE BASED ON COMPETITORS Analysis.
Twitter ACCOUNT MONITOring

BRANDS DOING IT RIGHT...

SOCIAL MEDIA + DIGITAL MARKETING WITHIN OUR INDUSTRY.

SKATCHTV.COM

6,717 Followers Latest activity: June 9, 2016 with daily posts.
74,691 likes Latest activity June 9,2016.
8,948 Followers Latest activity June 7, 2016.
1,609 Subscribers + 174 Videos

PAIGE SPIRANAC Inside Padres Ballpark.

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SOCIAL MEDIA + DIGITAL MEDIA. FEATURED BRANDS.

GAME GOLF

3,497 Followers with daily posts.
8,713 likes with daily posts.
13.9K Followers with daily posts.
493 Subscribers + 45 videos

SOCIAL MEDIA + DIGITAL MEDIA. FEATURED BRANDS.

ZEPP GOLF

15.5K likes and post daily.
77,055 Followers Posted Latest April 5, 2016
9, 182 Followers with posts daily.
5,037 Subscribers + 179 Videos

SOCIAL MEDIA + EVENT PROMOTIONS

SOCIAL MEDIA + EVENTS

Foresightsports has an EVENTBRITE account for promoting our conferences and upcoming events.

Eventbrite is the world's largest self-service ticketing platform. Eventbrite's technology allows anyone to create, share, find and attend new things to do that fuel their passions and enrich their lives. Sports Conferences, Music festivals, marathons, fundraisers, gaming competitions — you name it, Eventbrite powers it.

FACEBOOK SALES. Sell tickets and registrations from your Facebook fan page.

EVENT URL. Set a custom web address for your event listing to easily promote it.

ONLINE EVENTS. Manage attendance and promote your webinars and online events.

ONLINE EVENTS. Manage attendance and promote your webinars and online events.

SOCIAL MARKETING. Schedule posts and promotions on any social media channel with our built-in Hootsuite extension.

See a test PEAK engagement below.

SOCIAL MEDIA NEXT STEPS

Campaign ideas that will promote our technology and brand awareness across all social media channels.
  • We need to be active on our social networks which include Facebook, Twitter, Instagram daily.
  • Run campaigns every month on each Social media network.
  • “FSX FACEOFF” on Facebook in which it encourages fans to compete against us ( timmy or Jon) in FSX Skill set.
  • A “Tweet to Unleash” campaign on Twitter, in which fans directly influenced the unveiling of our upcoming GCQUAD.
  • “Hit the Links”campaign on LinkedIn that allow fans to build an ultimate golf team foursome using professional contacts.
  • Leverage partnerships with Taylor Made, PING, PGA Superstore etc for cross social media promotions.

Our Message.

We need to move quickly and continue to be the innovation leaders in golf. We need to constantly experiment different ways to build relationships with consumers and allow them to experience our brand in a way that is totally unlike any other. With a background in broadcast news, I highly recommend we should adopt a newsroom-like mentality in our marketing group where we are basically acting like a media company in being quick, topical and engaging. We need to be a golf brand that have key people within our company active on all Social Media accounts. It’s a powerful thing for a consumer who just bought our technology— or are standing in a PGA Superstore looking at the GC2 + HMT— to be able to tweet the guy who created it and ask about a certain feature, how he could optimize the club to fit his swing, etc.

We need to be all in and continue to keep pushing the limits socially and in the Sports Techonology industry.
Created By
Jeff Brissette
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