New Syngenta study: 16.1 million social media posts reveal golf’s great divide
- Pioneering AI-powered social media listening project reveals new customer insights
- 16.1 million mentions of golf in conversations and customer reviews analyzed
- Golf customers are divided and perceive themselves as 'Insiders' or 'Outsiders'
#golf #syngentagolf #growinggolf
Syngenta today publishes the findings of a pioneering social media
listening project analyzing 16.1 million mentions of golf to learn
what people say about the sport as well as their experiences of the
game.
Golf & Social Media: The Great Divide,
free to download from
www.syngentagolf.com, has been produced in conjunction with
global market research firm Ipsos and, using its Artificial
Intelligence enabled Synthesio platform, explores key conversations
and customer reviews, providing insights on why people play golf in
two leading golf markets: the United States and the United
Kingdom.
As well as identifying the most talked about topics online
(professional golf 20%, personal experiences 16% and equipment
13%), the interactive report highlights important themes,
including:
- News drives conversations: Donald Trump and controversial topics such as LIV Golf supercharge online activity, but create negative sentiment, impacting golf's reputation
- Experiences drive interactions: while news about golf is negative, mentions of experiencing golf are positive, with posts on Instagram generating 41% of all interactions, engaging golfers and non-golfers alike
- You're either a golfer… or you're not: real or perceived, golf still faces a challenge with exclusivity, and prospective players need to feel they are joining an inclusive community to be able to perceive themselves as golfers.
By analyzing customer reviews and understanding what motivates
people to play golf, two clear customer profiles emerged:
Insiders and Outsiders.
With both groups playing or attracted to golf for different
reasons, golf faces a challenge - and an opportunity - to generate
business growth by meeting the needs and expectations of both
customer profiles.
Mark Birchmore, Head of Global Marketing for Syngenta Turf and
Landscape, said: "This is the first major market study we have
undertaken since publishing our findings highlighting a $35 billion
market opportunity to grow female participation.
"What's changed since then - and over the decade since we have
been publishing customer insights reports as part of our Syngenta
Growing Golf campaign - is the exponential rise of social media and
its multiple channels of influence. Working with Ipsos and using AI
to analyze millions of posts has enabled us to take a deep dive
into social media and extract key insights and solutions for
golf.
"As with all our reports, the purpose is to help golf courses
better understand customers and use the insights for business
growth."
Golf & Social Media: The Great Divide is published today
at the GCSAA Conference and Trade Show, and will be followed
throughout the year by supplementary studies into key topics
including Gender, Diversity, Sustainability and Golf
Entertainment.
DOWNLOAD Golf & Social Media: The Great Divide
To receive market insights and success stories of individuals and
businesses transforming golf, visit Syngenta Growing Golf:
http://www.syngentagolf.com