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IHRSA Institute 2014 - Bryan O'Rourke - Digital Marketing Strategies

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This presentation was shared at the International Health Racquet and Sportsclub Association's IHRSA Institute in August of 2014 by Bryan O'Rourke, The presentation includes a review of digital …

This presentation was shared at the International Health Racquet and Sportsclub Association's IHRSA Institute in August of 2014 by Bryan O'Rourke, The presentation includes a review of digital marketing strategies for health clubs.

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  • 1. @IHRSA SOCIAL MEDIA AND DIGITAL MARKETING STRATEGIES Bryan K. O’Rourke FIT-C | Fitsomo | Fitmarc | Integerus bryankorourke.com | @bryankorourke 1
  • 2. @bryankorourke | bryankorourke.com bryan@integerus.com all presentation content is or will be available slideshare.net/bryankorourke
  • 3. 3 Questions
  • 4. 4 @bryankorourke A New Paradigm Of Business & Marketing
  • 5. 5 “It is not the strongest or the most intelligent who will survive but those who can best manage change.”
  • 6. The process by which a firm profitably translates customer needs into revenue.  Mark Burgess Marketing 14 States Of Marketing heidicohen.com/hot-marketing-tips/
  • 7. http://heidicohen.com/marketing-definition/ 72 Marketing definitions
  • 8. 8 @bryankorourke
  • 9. “Youthification” Is Now A Word bryankorourke.com | @bryankorourke the longevity economy
  • 10. 10 #IHRSAINSTITUTE
  • 11. 11 #IHRSAINSTITUTE Digital Transformation
  • 12. 12 NEW RULES OF BUSINESS Brian Solis #IHRSAINSTITUTE
  • 13. 13 DIGITAL CAN ENHANCE THE JOURNEY Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com A New EcoSystem
  • 14. Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 14 Interconnected Themes From The Future Of Health Clubs DIGITAL CAN ENHANCE THE MEMBER JOURNEY Omni Channel Technology Platforms
  • 15. DIGITAL PLATFORMS ARE NOT JUST ANOTHER DISTRIBUTION CHANNEL FOR ONE WAY COMMUNICATIONS
  • 16. 16 Consumers Online Opinions Now Eclipse Offline Relationships http://fleishmanhillard.com/2012/01/news-and-opinions/2012-digital-influence- index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/
  • 17. WE ARE IN THE HUMAN CONNECTION BUSINESS BECAUSE BEING GOOD IS NOT ENOUGH ANYMORE...
  • 18. 80% OF YOUR FUTURE REVENUES WILL COME FROM 20% OF YOUR EXISTING MEMBERS
  • 19. IMPROVING YOUR RETENTION JUST 5% CAN IMPACT YOUR PROFIT BY 80% OR MORE
  • 20. 20 “If you do not care about your end user immensely, especially in the next few years, your brand will die.”
  • 21. TWEET @Bryankorourke about #IHRSAINSTITUTE For A FREE COPY
  • 22. 22See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8bryankorourke.com
  • 23. Are Clubs Adopting New Technologies ? 2014 US Health Club Technology Survey Report 14 Questions On Key Trends Fitness Industry Technology Council 2014 | www.fittechcouncil.org #IHRSAINSTITUTE
  • 24. Mobile Device Trends 24 60Percentage Of Members Taking Devices With Them To Workout Interesting Facts: 35% of U.S. adults now own a tablet device and 75% of smartphone users take their devices with them into the bathroom. More than 60% of health club members now take devices with them to workout. Mobile Search What this means is that your prospects and members are interacting on the Internet by searching when they are out and about. They are also commenting about services and their experiences in your club. Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
  • 25. Mobile Device Trends 25 31Percentage Of All Clubs With Some Mobile App Interesting Facts: The increasing number of smartphones with GPS capability will spur the growth of apps that make use of the technology, according to Frost & Sullivan. The market for location-based apps will also be fuelled by key technology trends of indoor connectivity, augmented reality, big data and wearable devices. Location Based Functionality: Built in GPS enables applications know where you are. This creates a long list of possibilities and the SOLOMO (social, local, mobile) trend which is recreating how businesses can identify and engage existing and new customers. Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
  • 26. 26 20Percentage Of Clubs That Spend Money On Mobile Ads Mobile Search Trends Interesting Fact: U.S. adults spend more time on mobile searching today than they do on desktop browsing, according to eMarketer. The need to be available when that search occurs has a direct bearing on action and business. Its about convenience. 73% of mobile searches trigger additional action and conversation. Being mobile friendly increases the chance you can impact a decision to purchase a membership. Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
  • 27. 27bryankorourke.com
  • 28. Plan Your Tactics Most organizations still don't know how to reconcile social media into their everyday sales and marketing routine.
  • 29. Evaluate, Determine Your Budget & Strategy trade offs
  • 30. Involve Team, Members & Community Partners SOCIAL MEDIA STRATEGY: http://www.bryankorourke.com/journal/2011/6/26/do- you-have-a-social-media-policy-for-your-organization.html
  • 31. 4basics to your SM plan
  • 32. Collect Artifacts
  • 33. Curate Assets
  • 34. Create 16 FREE TOOLShttp:// blog.hubspot.com/marketing/free-content- marketing-tools-list
  • 35. Share & Engage
  • 36. 36 @bryankorourke
  • 37. 37 MOBILE APPS 64% Of Smartphone Time Spent On Apps
  • 38. 38 Mobile @bryankorourke
  • 39. 39 Optimize Mobile Google Search @bryankorourke Examples From My Neighborhood
  • 40. 40 Optimize Google Search @bryankorourke
  • 41. 41 Claim Update & Monitor Your Accounts @bryankorourke
  • 42. 42 Optimize Google Plus Pages @bryankorourke
  • 43. 43 http://blumenthals.com/blog/ @bryankorourke Social Local Search This Is Important
  • 44. 44 Conveying Your Story In A Noisy World
  • 45. 45 bryankorourke.com
  • 46. 46 Suceess
  • 47. 47See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
  • 48. 48 Suceess
  • 49. 49 #IHRSAINSTITUTE Handout
  • 50. 50 @bryankorourke Different Platforms - Different Content
  • 51. It’s Native
  • 52. 52 45 Tips And Tricks For Facebook http://www.wordstream.com/blog/ws/2014/01/30/facebook-advertising-tips#.
  • 53. 53 56 Ways To Market On Pinterest http://www.copyblogger.com/pinterest-marketing/
  • 54. 54 52 Tips For Marketing On Instagram http://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram
  • 55. It Doesn’t Interrupt
  • 56. It Doesn’t Make Demands (Often)
  • 57. It Leverages Pop Culture
  • 58. It’s Micro
  • 59. 59 @bryankorourke Campaign Content Examples
  • 60. 60 @bryankorourke Campaign Content Examples
  • 61. 61 @bryankorourke All Platforms Covered
  • 62. 62 @bryankorourke Excellent Engagement WOW ! Responded In 4 Minutes
  • 63. 63 @bryankorourke Campaign Content Examples
  • 64. 64 @bryankorourke
  • 65. 65 @bryankorourke
  • 66. 66 @bryankorourke Campaign Content Examples
  • 67. 67 @bryankorourke Paid Ads
  • 68. 68 @bryankorourke Integration
  • 69. 69 BE VERY CAREFUL WITH SMS Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com
  • 70. 70 How We Have Limited Resources
  • 71. 71 How VISION LEADERSHIP #NEWMINDSET
  • 72. Global Federation Meeting #IHRSA2014 | Bryankorourke.com 72 BRIDGE THE GAP HELPING YOU ACHIEVE YOUR OBJECTIVES WITH SPECIFIC TOOLS http://www.bryankorourke.com/journal/2011/6/26/do-you-have- a-social-media-policy-for-your-organization.html
  • 73. 73 CROWDSOURCING Services delivered from a large online community
  • 74. 74 TOOLS THAT MAKE IT EASIER How
  • 75. 75
  • 76. 76 TOOLS THAT MAKE IT EASIER How
  • 77. By Embracing New Approaches You Can Have A Bigger Difference. I Promise...
  • 78. @bryankorourke | bryankorourke.com bryan@integerus.com all presentation content is or will be available slideshare.net/bryankorourke