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Effective Social Media Marketing For Gyms 2012

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PPT from the 2012 Gold's Gym Convention in Las Vegas. Bryan O'Rourke shares details on how gyms can drive revenues using social media.

PPT from the 2012 Gold's Gym Convention in Las Vegas. Bryan O'Rourke shares details on how gyms can drive revenues using social media.

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  • 1. Effective Social MediaPromotion & Marketing To Drive Gym Traffic Bryan K. O’Rourke July 2012 1
  • 2. Effective Social Media Promotion & Marketing To Drive Gym Traffic • Context • Tools & Platforms • Improve Outcomes - Engagement • Tips • Q&A • Available via bryankorourke.comGold’s Gym Convention 2012 | bryankorourke.com 2
  • 3. Context : What It Is And What It Ain’t definition: “parts of a piece of writing or speech, that precede and follow a word or passage and contribute to its full meaning.”Gold’s Gym Convention 2012 | bryankorourke.com 3
  • 4. 2012Change Or DieBryan K. O’Rourke - CEO Integerus 9 Things Fitness Industry©2012 | www.bryankorourke.com Leaders & Brands Must Do To January 2012 4 Avoid Extinction & Flourish
  • 5. 9 Things Fitness Industry Leaders &Change Or Die Brands Must Do To Avoid Extinction & Flourish Its about the MEMBER stupidBUSINESS HAS CHANGED 5
  • 6. Overview : What It Is And What It Ain’t When they gave Mr. Dyer trouble about his water damage claim he tweeted his disapproval....Gold’s Gym Convention 2012 | bryankorourke.com 6
  • 7. Overview : What It Is And What It Ain’tGold’s Gym Convention 2012 | bryankorourke.com 7
  • 8. Overview : What It Is And What It Ain’t social media is NOT ! A Silver Bullet silver bullet metaphorically: “any straightforward solution perceived to have extreme effectiveness”Gold’s Gym Convention 2012 | bryankorourke.com 8
  • 9. Overview : What It Is And What It Ain’t REPUTATION @garyvee ACQUISITION Gary Vaynerchuck & RETENTIONGold’s Gym Convention 2012 | bryankorourke.com @bryankorourke today 9
  • 10. Effective Social Media Promotion & Marketing To Drive Gym TrafficGold’s Gym Convention 2012 | bryankorourke.com 10
  • 11. Effective Social Media Promotion & Marketing To Drive Gym TrafficGold’s Gym Convention 2012 | bryankorourke.com 11
  • 12. Effective Social Media Promotion & Marketing To Drive Gym Traffic Want to drive gym traffic ? Create great member experiences on and offline that members and their friends want to talk about and engage in social media about...Gold’s Gym Convention 2012 | bryankorourke.com 12
  • 13. Effective Social Media Promotion & Marketing To Drive Gym Traffic What’s Stopping You ? Don’t Know What To Do No Time Or Resources Try To Do Too Much Unreasonable ExpectationsGold’s Gym Convention 2012 | bryankorourke.com 13
  • 14. 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/Gold’s Gym Convention 2012 | bryankorourke.com 14
  • 15. Platforms : Which Ones To Choose & Why TIP TO SAVE TIME !Gold’s Gym Convention 2012 | bryankorourke.com 15
  • 16. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME ! @fitmarc Needed Tools: Link Shortener Analytics Vanity URLGold’s Gym Convention 2012 | bryankorourke.com 16
  • 17. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME !Important AnalyticsGold’s Gym Convention 2012 | bryankorourke.com 17
  • 18. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME !Important AnalyticsGold’s Gym Convention 2012 | bryankorourke.com 18
  • 19. Platforms : Which Ones To Choose & Why Focus - Crawl, Walk, Jog, Run Focus On These: Facebook Twitter Pinterest Tumblr Linkedin Yelp YouTube Foresquare Instagram Google PlusGold’s Gym Convention 2012 | bryankorourke.com 19
  • 20. Platforms : Which Ones To Choose & Why Has 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/Gold’s Gym Convention 2012 | bryankorourke.com 20
  • 21. Platforms : Which Ones To Choose & WhyConsider Platforms For Apps@bryankorourke
  • 22. Platforms : Which Ones To Choose & Why Twitter Make Certain You Cultivate A Voice 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.aspGold’s Gym Convention 2012 | bryankorourke.com 22
  • 23. Platforms : Which Ones To Choose & Why Twitter - Search NearbySearch Tips Here: http://www.labnol.org/internet/find-twitter-users-near-your-location/13747/Gold’s Gym Convention 2012 | bryankorourke.com 23
  • 24. Platforms : Which Ones To Choose & Why Pinterest - Interest Graph TrendGold’s Gym Convention 2012 | bryankorourke.com 24
  • 25. Platforms : Which Ones To Choose & Why Pinterest - Visual Interest Graph http://blog.hubspot.com/blog/tabid/6307/bid/33272/A-Simple-Cheat- Tips Here: Sheet-for-Using-Pinterest-for-Marketing-Infographic.aspxGold’s Gym Convention 2012 | bryankorourke.com 25
  • 26. Platforms : Which Ones To Choose & Why Pinterest - 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/Gold’s Gym Convention 2012 | bryankorourke.com 26
  • 27. 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 27
  • 28. Platforms : Which Ones To Choose & WhyProfessional Profile - Company ProfileLinkedin Is A GREAT Sales Tool Search For InfluencersUpgrade To Professional Professional Profile Business Profile Updates TestimonialsCheck Out Using Linkedin For Businesshttp://www.copyblogger.com/linkedin/Gold’s Gym Convention 2012 | bryankorourke.com 28
  • 29. Platforms : Which Ones To Choose & Why YelpGold’s Gym Convention 2012 | bryankorourke.com 29
  • 30. Platforms : Which Ones To Choose & Why Yelp - Members Are Talking Shockingly many clubs don’t even respond !Gold’s Gym Convention 2012 | bryankorourke.com 30
  • 31. Platforms : Which Ones To Choose & Why Yelp - Members Are TalkingGoogle Places & Reviews - Keep An Eye Out Claim Your Business Update ProfileRespond to ALL Comments Testimonials Check Out Using YELP For Business https://biz.yelp.com/Gold’s Gym Convention 2012 | bryankorourke.com 31
  • 32. Platforms : Which Ones To Choose & Why YouTube - Video Rules Video Rules ! Cheap Hi Def Video Outsource For Editing iMovie Short & SweetCheck Out Creating Cool Video Content:http://www.bryankorourke.com/journal/2011/7/21/why-arent-you-creating-cool-video-content-video.htmlGold’s Gym Convention 2012 | bryankorourke.com 32
  • 33. Platforms : Which Ones To Choose & Why YouTube - LuLuLemonGold’s Gym Convention 2012 | bryankorourke.com 33
  • 34. Platforms : Which Ones To Choose & Why Foursquare Simple Powerful FREE Mayor Specials Interface With Networks https://foursquare.com/ business/ Great Tips Here: http://mashable.com/2011/07/13/foursquare-marketing-campaigns/Gold’s Gym Convention 2012 | bryankorourke.com 34
  • 35. Platforms : Which Ones To Choose & Why Instagram 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/Gold’s Gym Convention 2012 | bryankorourke.com 35
  • 36. Platforms : Which Ones To Choose & Why Google + Search Engine Share Circles Video, Photos http://smallbiztrends.com/2012/04/a-quick-practical-business-guide-to- Great Tips Here: google-plus.htmlGold’s Gym Convention 2012 | bryankorourke.com 36
  • 37. Platforms : Which Ones To Choose & Why Google +Gold’s Gym Convention 2012 | bryankorourke.com 37
  • 38. Effective Social Media Promotion & Marketing To Drive Gym Traffic cross pollinateGold’s Gym Convention 2012 | bryankorourke.com 38
  • 39. Effective Social Media Promotion & Marketing To Drive Gym Traffic about serving customersGold’s Gym Convention 2012 | bryankorourke.com 39
  • 40. Effective Social Media Promotion &Marketing To Drive Gym Traffic Improving Outcomes - Engagement Content Is King - It Better Be GREAT
  • 41. 5 Tips For Content Marketing Five Things To Focus On
  • 42. 1. Don’t Skimp On Design VISUAL = ENGAGEMENT@bryankorourke
  • 43. 1. Don’t Skimp On Design Visual facebook Change Visuals On Your Page To Reflect The Season@bryankorourke
  • 44. 1. Don’t Skimp On Design Instagram | Pinterest The Interest Graph - Visual Need Design Work ? [ELANCE]@bryankorourke
  • 45. 2. Make It Multiple Media Vary Content Type Engaging & Well Rounded@bryankorourke
  • 46. 2. Make It Multiple Media Vary Content Type - Original Original Content Is Best & Blog | Visual TAG TAG TAG@bryankorourke
  • 47. 2. Make It Multiple Media Vary Content Type@bryankorourke Pets Are Great Content
  • 48. 2. Make It Multiple Media Vary Content Type Bit.ly Its Not What You Say Its Edgerank Checker HOW & WHEN You Say It•Fan engagement is 8% above average on Wednesday;•Questions Posts generate double comments of “non-question” Posts;•Fill in the blank Posts receive 9 times more Comments than other Posts.;•Offer fans “$ off” and coupons. Posts containing these offer-relatedkeywords receive the highest engagement.@bryankorourke
  • 49. 3. No Hard Selling Don’t SPAM Or PUSH Use “Pull” Tactics@bryankorourke
  • 50. 3. No Hard Selling Don’t SPAM Or PUSH Events “Pull”
  • 51. 3. No Hard Selling Don’t SPAM Or PUSH Video Content Is GREAT Pull
  • 52. 4. Make It About Members Visual, Story Oriented, Personality Oriented@bryankorourke
  • 53. 4. Make It About Members Visual, Story Oriented, Personality Oriented@bryankorourke
  • 54. 5. Connect Share Via Web Site & Offline Shareable & Interconnected@bryankorourke
  • 55. 5. Connect Share Via Web Site & Offline @bryankorourke
  • 56. Effective Social Media Promotion & Marketing To Drive Gym Traffic | TIPS TIPS FOR Social Marketing Make A Decision Have a Plan Slow & Steady Set A Policy http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-Social Media Policy Here: media-policy-for-your-organization.htmlGold’s Gym Convention 2012 | bryankorourke.com 56
  • 57. Effective Social Media Promotion & Marketing To Drive Gym Traffic | QUESTIONSGold’s Gym Convention 2012 | bryankorourke.com 57

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