athletic business 2012 - iclubs exchange conference - using social media to drive membership - bryan...

Effective Social Media Strategies That Will Drive Member TrafficBryankorourke.comDecember 1, 2012 | New Orleans, Louisiana

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Available at bryankorourke.comhttp://www.slideshare.net/Bryankorourke

@bryankorourke

iClubs Conference 2012 | bryankorourke.com

You Can’t Make Everyone Happy

“How Many Are Using Social Media Today ?”

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Effective Social Media Strategies That Will Drive Member Traffic

Bryankorourke.comDecember 1, 2012 | New Orleans, Louisiana

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1. Why ?2. Philosophy3. Tools & Platforms4. 5 Smart Tips


Peter Drucker 4

Anyone Know Who This Man Is ?

“Business has two basic functions:Marketing & Innovation”

1. Why ?

BUSINESS HAS CHANGED

9 Things Fitness Industry Leaders & Brands Must Do To

Avoid Extinction & FlourishChange Or Die

Its about the MEMBERstupid

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Change Or Die

Bryan K. O’Rourke - CEO Integerus©2012 | www.bryankorourke.com

9 Things Fitness Industry Leaders & Brands Must Do To

Avoid Extinction & Flourish6

January 2012

2012

iClubs Conference 2012 | bryankorourke.com 7

What It Is And What It Ain’t

iClubs Conference 2012 | bryankorourke.com 8Happy Customer Problem RESOLVED

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75%2012 : number of US adult females on social media, number of households with greater than $75K of

income on social media, 69% of all US adults on SM


There Is No Silver Bullet When Enhancing Performance

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Social Media Must Be Put In CONTEXT

A Piece Of Your Puzzle

2. Philosophy


@garyveeGary Vaynerchuck

Using Social Media To Grow Club Membership

Forget The Term Social Media

Bryankorourke.comDecember 1, 2012 | New Orleans, Louisiana 12

Remember To Be:Grateful, Human, Giving,Caring, Real

Bryankorourke.comDecember 1, 2012 | New Orleans, Louisiana 13

@Kitathedog


Create GREAT experiences that members want to talk about

Want To Drive Your Membership ?

Online & Offline Using Social Media To Grow Club Membership

iClubs Conference 2012 | bryankorourke.com15

Don’t Know What To DoNo Time Or Resources

Try To Do Too MuchUnreasonable Expectations

What’s Stopping You ?

Less Than An Hour A Day

3. Tools & Platforms

Platforms : Which Ones To Choose & WhyTIPS TO SAVE TIME !

16Athletic Business 2012 | bryankorourke.com

Needed Tools:

One Of These:

HootsuiteSprout SocialSocialoomph

A review of 7 tools here: http://workawesome.com/software/social-media-management/


17Gold’s Gym Convention 2012 | bryankorourke.com

Needed Tools:Link Shortener

AnalyticsVanity URL

@fitmarc


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Important Analytics



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Important Analytics


Platforms : Which Ones To Choose & WhyFocus - Crawl, Walk, Jog, Run

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Focus On These:

FacebookTwitter

PinterestTumblr

LinkedinYelp

YouTubeForesquareInstagram

Google Plus


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Make Certain You

Pay Attention To DesignVanity URL NameVine

EdgeRankCheckerFacebook Insights

QR CodeFB Ads Yes !!

http://mashable.com/2012/02/20/facebook-marketing-small-business/Great Tips Here:

Platforms : Which Ones To Choose & WhyHas Your Facebook Site Gotten Stale ?


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Make Certain You

Cultivate A VoiceLISTEN LISTEN LISTEN

Follow The Right PeopleShare Great Content

Have A Sense Of HumorSearch Search Search

Great Tips Here: http://www.pcmag.com/article2/0,2817,2383408,00.asp

Platforms : Which Ones To Choose & WhyTwitter


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Search Tips Here: http://social2cents.com/social-tools/twitter-advanced-search/

Platforms : Which Ones To Choose & WhyTwitter - Search Nearby


Use Advanced

SearchFeature

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Make Certain You

Pin & RepinShare And Be Nice

Pin From Your Web SiteVisual

http://www.copyblogger.com/pinterest-marketing/56 Ways To Market Using Pinterest:

Platforms : Which Ones To Choose & WhyPinterest - Interest Graph



Blogger, Wordpress, SquareSpace

Create Original Content - Tag, Tag, Tag

Platforms : Which Ones To Choose & WhyBlog - Great Blog Platform Tumblr


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Linkedin Is A GREAT Sales Tool

Platforms : Which Ones To Choose & WhyProfessional Profile - Company Profile

Search For InfluencersUpgrade To Professional

Professional ProfileBusiness Profile

UpdatesTestimonials

Check Out Using Linkedin For Businesshttp://www.copyblogger.com/linkedin/


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Shockingly many clubs don’t even respond !

Platforms : Which Ones To Choose & WhyYelp - Members Are Talking



Google Places & Reviews - Keep An Eye Out

Platforms : Which Ones To Choose & WhyYelp - Members Are Talking

Claim Your BusinessUpdate Profile

Respond to ALL CommentsTestimonials

Check Out Using YELP For Businesshttps://biz.yelp.com/

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http://www.bryankorourke.com/journal/2011/7/21/why-arent-you-creating-cool-video-content-video.htmlCheck Out Creating Cool Video Content:

Platforms : Which Ones To Choose & WhyYouTube - Video Rules

Cheap Hi Def VideoOutsource

iMovieShort & Sweet

fiveer

Video Rules !


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Platforms : Which Ones To Choose & WhyFoursquare

http://mashable.com/2011/07/13/foursquare-marketing-campaigns/Great Tips Here:

MayorSpecials

Interface With Networkshttps://foursquare.com/

business/

Simple Powerful FREE


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Platforms : Which Ones To Choose & WhyInstagram

http://mashable.com/2012/07/03/instagram-for-business/Great Tips Here:

PicturesInterfaces With Networks

Mobile Phoneshttp://www.businessinsider.com/these-

brands-are-doing-amazing-things-with-instagram-2012-6?op=1

InstagramVisual Content


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Platforms : Which Ones To Choose & WhyGoogle +

http://smallbiztrends.com/2012/04/a-quick-practical-business-guide-to-google-plus.htmlGreat Tips Here:

ShareCircles

Video, Photos

Search Engine


Effective Social Media Promotion & Marketing To Drive Gym Traffic

5 Things To Do For Your Club To Drive Membership Using Social Media

Thanks Goes To Friend, Colleague and Club Owner of

The Fitness Rave, Lydia HaskellFor Sharing Her Views On The

Subject !

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@bryankorourke

4. Make It About Members

1. Make It About Your Customers Visual, Story Oriented, Personality Oriented

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@bryankorourke

4. Make It About Members

1. Make it about them - Member of the Month, Post of the Week, Contests

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@bryankorourke

1. Don’t Skimp On Design2. Listen , Connect & Communicate

Promote your networks for awareness . Tell

members why to connect.

Walk their walls and engage and comment on

their platforms.

Include networks on all advertising, cards, email.

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@bryankorourke

1. Don’t Skimp On Design2. Listen Connect & Communicate

Fan engagement is up 8% on Wednesdays up more

on Saturday.

Fill in the blank posts 9 times more engagement.

Make offers available.

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Develop a social media policy that promotes instructors to connect with members on social media and to tag and share content.

http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-media-policy-for-your-organization.html

Social Media Policy Here:

Group & Social MediaA Perfect Combination

@bryankorourke

1. Don’t Skimp On Design Instagram | Pinterest

Need Design Work ?[ELANCE] {FIVEER}

3. Visual Content RulesPics Pics Pics

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@bryankorourke

1. Don’t Skimp On Design Visual facebook

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3. Visual Content RulesChange Visuals On Your Page To

Reflect The Season

@bryankorourke

2. Make It Multiple Media Vary Content Type - Original

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3. Visual Content RulesPictures - Lots Of Pictures

Pictures of members and events are great.

Curating pictures is effective. Branded

programs often provide content.

Tag pictures and encourage others to do

so.

3. No Hard Selling Don’t SPAM Or PUSH

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4. Video Content Is GREAT Pull

3. No Hard Selling Don’t SPAM Or PUSH

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Take Your Time, Plan, Set Realistic

Expectations

5. Patience

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http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-media-policy-for-your-organization.htmlSocial Media Policy Here:

WhyPhilosophy

Tools & Platforms5 Tips

TIPS FORSocial Media To

Drive Club Traffic

Effective Social Media Promotion & Marketing To Drive Gym Traffic | TIPS


Effective Social Media Strategies That Will Drive Member TrafficBryankorourke.comDecember 1, 2012 | New Orleans, Louisiana

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