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Athletic Business 2012 - IClubs Exchange Conference - Using Social Media To Drive Membership - Bryan O'Rourke

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This presentation, including video, was shared by Bryan O'Rourke at the 2012 Athletic Business iClubs Conference. The content addresses why health clubs should use social media; the philosophy …

This presentation, including video, was shared by Bryan O'Rourke at the 2012 Athletic Business iClubs Conference. The content addresses why health clubs should use social media; the philosophy required to make it work; and platforms and tools for success.

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  • 1. Effective Social Media StrategiesThat Will Drive Member TrafficBryankorourke.comDecember 1, 2012 | New Orleans, Louisiana @bryankorourke Available at bryankorourke.com http://www.slideshare.net/Bryankorourke 1
  • 2. You Can’t Make “How Many Are Using Social Media Today ?”Everyone Happy iClubs Conference 2012 | bryankorourke.com 2
  • 3. Effective Social Media StrategiesThat Will Drive Member Traffic1. Why ?2. Philosophy3. Tools & Platforms4. 5 Smart Tips Bryankorourke.com December 1, 2012 | New Orleans, Louisiana 3
  • 4. 1. Why ?“Business has two basic functions: Marketing & Innovation” Anyone Know Who This Man Is ? Peter Drucker iClubs Conference 2012 | bryankorourke.com 4
  • 5. 9 Things Fitness Industry Leaders & BrandsChange Or Die Must Do To Avoid Extinction & Flourish Its about the MEMBER stupidBUSINESS HAS CHANGED 5
  • 6. 2012 Change Or DieBryan K. O’Rourke - CEO Integerus 9 Things Fitness Industry©2012 | www.bryankorourke.com Leaders & Brands Must Do ToJanuary 2012 6 Avoid Extinction & Flourish
  • 7. What It Is And What It Ain’t iClubs Conference 2012 | bryankorourke.com 7
  • 8. Problem RESOLVED Happy Customer iClubs Conference 2012 | bryankorourke.com 8
  • 9. 75%2012 : number of US adult females on social media, number of households with greater than $75K ofincome on social media, 69% of all US adults on SM 9
  • 10. 2. Philosophy A Piece Of Your Puzzle Social Media Must Be There Is No Silver Bullet When Enhancing Performance Put In CONTEXT iClubs Conference 2012 | bryankorourke.com 10
  • 11. @garyvee Using Social Media To Grow Club MembershipGary Vaynerchuck iClubs Conference 2012 | bryankorourke.com 11
  • 12. Forget The TermSocial MediaRemember To Be:Grateful, Human, Giving,Caring, Real Bryankorourke.com December 1, 2012 | New Orleans, Louisiana 12
  • 13. @Kitathedog Bryankorourke.com December 1, 2012 | New Orleans, Louisiana 13
  • 14. Want To Drive YourMembership ? Create GREAT experiences that members want to talk about Using Social Media To Online & Offline Grow Club Membership iClubs Conference 2012 | bryankorourke.com 14
  • 15. 3. Tools & Platforms Don’t Know What To Do No Time Or Resources Try To Do Too Much Unreasonable Expectations What’s Stopping Less Than An Hour A Day15 You ? iClubs Conference 2012 | bryankorourke.com
  • 16. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME ! Needed Tools: One Of These: Hootsuite Sprout Social Socialoomph A review of 7 tools here: http://workawesome.com/software/social-media-management/Athletic Business 2012 | bryankorourke.com 16
  • 17. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME ! @fitmarc Needed Tools: Link Shortener Analytics Vanity URLGold’s Gym Convention 2012 | bryankorourke.com 17
  • 18. Platforms : Which Ones To Choose & WhyTIPS TO SAVE TIME !Important AnalyticsiClubs Conference 2012 | bryankorourke.com 18
  • 19. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME ! Important AnalyticsiClubs Conference 2012 | bryankorourke.com 19
  • 20. Platforms : Which Ones To Choose & Why Focus - Crawl, Walk, Jog, Run Focus On These: Facebook Twitter Pinterest Tumblr Linkedin Yelp YouTube Foresquare Instagram Google PlusiClubs Conference 2012 | bryankorourke.com 20
  • 21. Platforms : Which Ones To Choose & WhyHas Your Facebook Site Gotten Stale ? Make Certain You Pay Attention To Design Vanity URL NameVine EdgeRankChecker Facebook Insights QR Code FB Ads Yes !!Great Tips Here: http://mashable.com/2012/02/20/facebook-marketing-small-business/iClubs Conference 2012 | bryankorourke.com 21
  • 22. Platforms : Which Ones To Choose & Why Twitter Make Certain You Cultivate A Voice LISTEN LISTEN LISTEN Follow The Right People Share Great Content Have A Sense Of Humor Search Search SearchGreat Tips Here: http://www.pcmag.com/article2/0,2817,2383408,00.aspiClubs Conference 2012 | bryankorourke.com 22
  • 23. Platforms : Which Ones To Choose & Why Twitter - Search Nearby Use Advanced Search FeatureSearch Tips Here: http://social2cents.com/social-tools/twitter-advanced-search/iClubs Conference 2012 | bryankorourke.com 23
  • 24. Platforms : Which Ones To Choose & WhyPinterest - Interest Graph Make Certain You Pin & Repin Share And Be Nice Pin From Your Web Site Visual 56 Ways To Market Using Pinterest: http://www.copyblogger.com/pinterest-marketing/iClubs Conference 2012 | bryankorourke.com 24
  • 25. Platforms : Which Ones To Choose & Why Blog - Great Blog Platform Tumblr Blogger, Wordpress, SquareSpace Create Original Content - Tag, Tag, TagGold’s Gym Convention 2012 | bryankorourke.com iClubs Conference 2012 | bryankorourke.com 25
  • 26. Platforms : Which Ones To Choose & WhyProfessional Profile - Company ProfileLinkedin Is A GREAT Sales Tool Search For Influencers Upgrade To Professional Professional Profile Business Profile Updates TestimonialsCheck Out Using Linkedin For Businesshttp://www.copyblogger.com/linkedin/iClubs Conference 2012 | bryankorourke.com 26
  • 27. Platforms : Which Ones To Choose & WhyYelp - Members Are Talking Shockingly many clubs don’t even respond !iClubs Conference 2012 | bryankorourke.com 27
  • 28. Platforms : Which Ones To Choose & Why Yelp - Members Are TalkingGoogle Places & Reviews - Keep An Eye Out Claim Your Business Update Profile Respond to ALL Comments Testimonials Check Out Using YELP For Business https://biz.yelp.com/Gold’s Gym Convention 2012 | bryankorourke.com 28
  • 29. Platforms : Which Ones To Choose & Why YouTube - Video Rules Video Rules ! Cheap Hi Def Video Outsource iMovie Short & Sweet fiveerCheck Out Creating Cool Video Content:http://www.bryankorourke.com/journal/2011/7/21/why-arent-you-creating-cool-video-content-video.html iClubs Conference 2012 | bryankorourke.com 29
  • 30. Platforms : Which Ones To Choose & WhyFoursquare Simple Powerful FREE Mayor Specials Interface With Networks https://foursquare.com/ business/ Great Tips Here: http://mashable.com/2011/07/13/foursquare-marketing-campaigns/iClubs Conference 2012 | bryankorourke.com 30
  • 31. Platforms : Which Ones To Choose & WhyInstagram Instagram Visual Content Pictures Interfaces With Networks Mobile Phones http://www.businessinsider.com/these-brands-are-doing-amazing-things-with- instagram-2012-6?op=1 Great Tips Here: http://mashable.com/2012/07/03/instagram-for-business/iClubs Conference 2012 | bryankorourke.com 31
  • 32. Platforms : Which Ones To Choose & WhyGoogle + Search Engine Share Circles Video, Photos http://smallbiztrends.com/2012/04/a-quick-practical-business-guide-to-google- Great Tips Here: plus.htmliClubs Conference 2012 | bryankorourke.com 32
  • 33. Effective Social Media Promotion & MarketingTo 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 Haskell For Sharing Her Views On The Subject ! 33
  • 34. 4. Make It About Members 1. Make It About Your Customers Visual, Story Oriented, Personality Oriented@bryankorourke 34
  • 35. 4. Make It About Members 1. Make it about them - Member of the Month, Post of the Week, Contests@bryankorourke 35
  • 36. 1. Don’t Skimp On Design 2. 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.@bryankorourke 36
  • 37. 1. Don’t Skimp On Design 2. Listen Connect & Communicate Fan engagement is up 8% on Wednesdays up more on Saturday. Fill in the blank posts 9 times more engagement.Group & Social Media Make offers available.A Perfect Combination Develop a social media policy that promotes instructors to connect with members on social media and to tag and share content.Social Media Policy Here: http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social- media-policy-for-your-organization.html@bryankorourke 37
  • 38. 1. Don’t Skimp On Design Instagram | Pinterest 3. Visual Content Rules Pics Pics Pics Need Design Work ? [ELANCE] {FIVEER}@bryankorourke 38
  • 39. 1. Don’t Skimp On Design Visual facebook 3. Visual Content Rules Change Visuals On Your Page To Reflect The Season@bryankorourke 39
  • 40. 2. Make It Multiple Media Vary Content Type - Original 3. Visual Content Rules Pictures - 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@bryankorourke so. 40
  • 41. 3. No Hard Selling Don’t SPAM Or PUSH 4. Video Content Is GREAT Pull 41
  • 42. 3. No Hard Selling Don’t SPAM Or PUSH 5. Patience Take Your Time, Plan, Set Realistic Expectations 42
  • 43. Effective Social Media Promotion & Marketing To Drive Gym Traffic | TIPS TIPS FOR Social Media To Drive Club Traffic Why Philosophy Tools & Platforms 5 Tips http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-Social Media Policy Here: media-policy-for-your-organization.htmliClubs Conference 2012 | bryankorourke.com 43
  • 44. Effective Social Media StrategiesThat Will Drive Member TrafficBryankorourke.comDecember 1, 2012 | New Orleans, Louisiana 44