The Social 9 with - John Kim

The Social 9 is an up-close look into the lives and careers of the golf industry’s social voices and influencers. Each week will feature a new guest answering nine (or more!) questions about their careers, brands, and personal lives.

These are the voices that drive the industry further every single day.

John Kim of US Kids Golf at a recent award ceremony.

John Kim — US Kids Golf

Twitter: @johnkim

Title: Senior Director Digital Media and Communication

How did you get started in social media?

I was working in the newsroom at CNN Headline News and I remember some of the interns talking about MySpace at the time, ultimately Facebook (which I don’t even think I could sign up for because it was college kids?). Ultimately, I did create accounts because it seemed like a fun way to connect with people, share my dumb thoughts on things, and show off some cool experiences. Then when I went to PGA.com, I learned there was a true professional advantage to having a presence on social. I am glad to say I was an early adopter in the golf space. It earned me some attention, awards and accolades that certainly helped my career. But I started on it almost as a lark and joke. Some may feel I haven’t progressed much past that.

Do you have a favorite social media outlet right now?

They all have significant value in their own way. And downsides too. I think Twitter is awful in that it seemingly brings out the worst in people. Just a lot of anger, vitriol, and mob mentality exists over the most ridiculous things. And then with that said, it’s invaluable now for sharing information and building movements. It truly can affect change. So in that regard, I love it. If I had to pick a favorite, Instagram is great because it’s pictures without a lot of anger. In my job, I see families celebrating their kids accomplishments in golf. That’s pretty cool.

Is there ever a struggle to put brand before self or vice versa?

As for U.S. Kids Golf, it’s no struggle. I know that hundreds of thousands of families care about U.S. Kids Golf, they don’t care about me. I’ll work with a team to keep content engaging and fun, but the stars are the kids and their families. As for my own social accounts, I love that I get to show off some personality and share my life. But the first rule is, “don’t do anything that makes the company look bad.” I know I have a lot of followers that are parents of kids that participate in U.S. Kids Golf events, they don’t ever need to question whether someone at the company is the kind of person who’s judgement is questionable.

John Kim hitting a golf shot during a recent round.

How has your content evolved with so much being picture and video centric, rather than just words?

Absolutely. Imagery is powerful. I can tell you all day long how awesome it is to see a kid excited about hitting a golf ball flush for the first time, but I don’t know that it conveys the true joy of it. But if I show you a photo or video, that’s a commercial right there. Often a viral one at that.

Does your favorite outlet match up with golf demographics?

Instagram and family golf were absolutely made for each other. Believe it or not, parents like to show off their kids. I love that there’s a platform for them to do so, and that we can pick a photo or two each day to help share that joy to a bigger audience.

How has your role changed as social media has changed?

The basics of it have not, but the execution certainly has. Marketing, Communications, Media, etc…they’re all about telling the right story. I’m lucky because our story is inherently so compelling. Regardless of how we do it, if we can share the joy and excitement that families get from playing golf together, and that influences other families to give it a try, it’s going to be good for us, good for golf, and most importantly, good for more families out there.

What's the most important thing you want people to know about your brand?

U.S. Kids Golf is the most genuine, sincere organization I’ve ever seen. Our founder, Dan Van Horn, put a big mission statement on the wall about serving young players and creating lasting, enjoyable family experiences. No matter what idea we have, or venture we pursue, we have to show how it relates back to the mission statement. And I think that shows by how many great friends I’ve met because they were first fans of U.S. Kids Golf. And they are all over the world. It’s a global reach with a very interpersonal connection to the customer.

Is there a style or a voice you shoot for with your brand's social content?

Fun. Golf is fun. There are awesome, emotional, exciting moments that we will celebrate appropriately. But first and foremost, golf is something to enjoy. You don’t need to be sarcastic or crude or even overly clever to get that point across.

What's the biggest misconception about your brand you'd like to clarify?

That’s a tough question. If there are any misconceptions out there, it’d be my job to help clear that up. So I’m hoping that’s not the case too much. The only thing that comes to mind is that our biggest event is the World Championship, where 1500+ players from 50+ countries come to Pinehurst. That gets a lot of attention and people could assume we are a platform for the elite players. Though that is true for that week, overall, our biggest customer base is the kid just learning the game, or just wanting to be able to go to the range or play a few holes with dad (or mom!). If we do our jobs well for these families, they will become the next participants in the World Championship. We want more kids in the funnel of golf. It’s nice to see the best kids compete, but it’s just as big a deal to see the new kid fall in love with the game.

What's your typical work day look like?

There is absolutely no such thing as typical. We have three (actually four) pillars of the business and I can get pulled into any one of them on any given day or week. But in my role, I’m going to spend time on the communications part of these pillars – which might mean working on copy for our catalog, or rewriting items for the website, or recording a podcast with a golf persona, or sending emails to our certified coach group. Sometimes I go on the road to visit with our coaches. Every day is a different task, which is exciting because it means we’re growing and serving more families. It’s a fun, but busy work environment. I will point out that regardless of the task, I’m likely to spend some time in the simulator we have in the office. It is put in for testing, but if they didn’t want me to play, they shouldn’t have put in all the great courses back there.

What's it like to work so closely with brand ambassadors and pros?

I’ve been so lucky, so so lucky, to work in golf. The best people just seem to be in the golf world. The integrity of the game just attracts people that you want to know. So when I see a professional and how they interact with their members, students, or even fellow pros, I learn a little more about how to treat people, what earns respect out in the field. I think my philosophy of life fits in great with golf. “You’re here one time for one life. Spend it with people you love, doing things you love, and helping others along the way.” Now go back and apply that to my life in golf. It’s a perfect fit. Can’t ask for more than that.

It's Time to Embrace the Longleaf Tee System

The definition of 'playing golf' is changing before our eyes. As companies and upstarts think of new, creative ways for us to enjoy golf, an era of inclusiveness can be felt in all facets of the game. With determination and innovation like the Longleaf Tee System, golf tomorrow will look entirely different from yesterday's game.

Is there a problem?

Change is one of life's constants, and is perhaps the most highly resisted. When change happens just for the sake of changing, people become frustrated, fearful, and angry. We strive for consistency and predictability. Life is just easier that way.

Since its inception, golf has fit into that mold nicely. Technology and locations may have changed, but what constituted 'playing golf' did not. The concept wasn't even a question. Nobody thought twice about it.

Sometime along the way -- most likely decades ago -- an elephant entered the room and everyone looked away. My golf experience could be entirely different from yours despite being in the same foursome. Bunkers, hazards, and greens didn't change mid-hole, but their impact on a player's experience did. None of us were playing the same game, and this variability ironically started with the game's need to remain consistent.

What in the world are you talking about?

John Kim of US Kids Golf recently joined the podcast and shared his view on all that mumbo-jumbo stated above.

In short, most golfers differ from one another in terms of how far they hit a golf ball. If Player A hits his driver 275 yards and Player B hits his 230, playing from the same teebox doesn't make a lot of sense. Yardages on second shots, the impact of reachable hazards and the opportunities to use lower-lofted scoring clubs will vary considerably. The two golfers are playing a completely different game.

Wouldn't it make more sense to tee off from a starting point based on your shot distance tendencies? Put another way, shouldn't Player B also have the chance to hit a wedge on his approach shot just like Player A?

I can almost feel your counterarguments brewing.

Blasphemy, I say!

Does the idea of catering to another's weakness in ability feel like a participation trophy? I get it. Believe me, I do.

But consider the following example.

My wife and I play golf together on occasion. A gifted athlete, her ability to hit a golf ball puts her comfortably in the "above average" category in terms of shot distance. It is not uncommon for us to play from the same teebox.

Years ago she would have been strongly encouraged by a starter to play from the forward tees. This was undoubtedly due to her gender and perceived ability. Imagine her perception of the game when a line of eager golfers waited for us to tee off, especially when she had to walk to the forward tees after the rest of our (male) foursome already hit.

Assuming she hits a good drive (heaven forbid if she didn't, considering the gallery), a new set of problems arise. Hazards are obviously closer, doglegs more severe, and carry yardages need to be adjusted. While elements that any experienced golfer would have to account for normally, the obstacles can become closer to barriers depending on golf course design.

"What's the point of playing," my wife once asked me after hitting her driver into yet another fairway bunker one day. "My options are to hit driver into every bunker, or a 7-iron onto the fairway leaving me a 4-iron into the green. How is this fun?"

She had a point.

How is this a problem for anyone else?

When talking about the experience of enjoying a game, nobody should be excluded by the design of that game. Furthermore, the perception that you have to play from a certain teebox due to anything other than ability introduces a prejudice that can be very uncomfortable.

My wife's example above can be flipped: how many less-skilled male golfers do you know that would willingly play from the red tees?

I propose the problem is defined by this prejudice and can be solved quite easily: take perception out of the equation entirely. Allow data and numbers to direct you to the appropriate teebox.

Luckily, this is exactly what John Kim referenced in our interview and what some courses are already testing: the Longleaf Tee System.

What is the Longleaf Tee System?

The Longleaf Tee System...

is a joint initiative of the American Society of Golf Course Architects Foundation and the U.S. Kids Golf Foundation. Our mission is to offer golf course owners and operators a practical, affordable way to scale their course in a manner that will enable more players to enjoy playing golf while keeping the design, integrity and challenge of the layout intact. (longleafteesystem.com)

Following the system, teeboxes are available for players based on how far they hit their clubs. If unknown, players are assisted on the driving range by course employees to record their distances. A player is then assigned a tee box based on these distances.

Rees Jones has brought this system to Medinah No. 2 in the Chicago area. Simple in concept, Jones agrees that this system can benefit golfers of all abilities while protecting the integrity of course layout.

“This is being incorporated in a number of golf courses around the country to help the game grow and sustain people in the game,” Jones said. “There are seven sets of tees. Six of seven are able to be ranked and rated for the USGA, and so when a beginner plays they play the forward tee and as they get better they keep moving back. Then as you get older and you can’t hit it as far, you start moving forward again. I think this is going to be a golf course that every calibre of player, from the entry level player to the young player to the older player, can play and enjoy if they play the proper tees.

“[Medinah] No.2 hadn’t been touched for a very long time,” Jones explained. “The trees had overgrown, the greens had shrunk, and some of bunkers had been eliminated. So we restored it back to how Tom Bendelow designed it. Tom Bendelow lived in Chicago and this is one of the courses he spent a lot of time on, and there are a lot of great nuances to it because of that.”

So how does this solve the issue?

Time will tell if the Longleaf Tee System is adopted on a wide scale, but its biggest benefit is its simplicity and messaging. Making the decision to play from a teebox "because the course assigned it to me" seems different than being told to play from a tee based entirely on perception.

Nobody can argue with data. To reference my earlier example, Player A (275 driver) and Player B (230) may start a hole at different areas, but they will understand that its due to their showcased ability and for their benefit. It is not due to a perceived ability based on age or gender prejudice.

While that difference may seem subtle, millions of golfers could argue that it is incredibly important to clarify.

Any attempt to provide a common playing experience for all golfers is a step in the right direction. Removing the unintended yet very real punitive nature of the current teebox system could be revolutionary. Players will be positively reinforced, pace-of-play will improve, and I daresay your weekend money game will be more competitive and enjoyable.

What are your thoughts on the Longleaf Tee System? Share them in the comment section below or reach out to me via email at golfunfiltered@gmail.com.

John Kim is Golf's Journeyman | Episode 146

John Kim, now with US Kids Golf, has seen places and met people in golf you would not believe. John tells his story of how an obsession with the game lead to a long, incredible career in golf. He also shares a concept that could very well change the way golf is played across the globe. Follow John on Twitter @johnkim.