Bci social mediapresentation5-2-13

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Bci social mediapresentation5-2-13

  1. 1. Successfully Attracting and Keeping Members through Social Media
  2. 2. HEADER TEXT “Tell me and I'll forget; show me and I may remember; involve me and I'll understand.” ~Chinese Proverb Welcome www.Business-Concepts.biz
  3. 3. HEADER TEXT • Create a strategy focused on your goals (sound familiar?) • Turn likes and follows into connections and action • Create a system so you can actually do it and succeed! Agenda www.Business-Concepts.biz
  4. 4. HEADER TEXT Demographics and Overview Background www.Business-Concepts.biz
  5. 5. HEADER TEXTImportance in Marketplace
  6. 6. HEADER TEXT 1. Most of this is not new 2. We will assume a few things and pass over those topics quickly 3. Don’t miss the message because you’ve heard it all before or are feeling badly because you aren’t already doing it all. We needed a baseline. Warning www.Business-Concepts.biz
  7. 7. HEADER TEXT the Tom Sawyer approach to Marketing™! www.Business-Concepts.biz and how it relates to your fitness club!
  8. 8. HEADER TEXT You have to honor the five basics of Marketing Strategy www.Business-Concepts.biz
  9. 9. HEADER TEXT Who What Where When How 5 Wise Men in Marketing www.Business-Concepts.biz
  10. 10. HEADER TEXT Who Did Tom Sawyer Invite or Attract? Who www.Business-Concepts.biz W H O
  11. 11. HEADER TEXT Define your perfect customer • What problems and pains do you help them overcome? • Why have they chosen you and not your competitor? • Who is NOT your customer target? ‘Who’ is your Who? www.Business-Concepts.biz
  12. 12. HEADER TEXT What did Tom Sawyer do to attract interest? What www.Business-Concepts.biz W H O W H A T
  13. 13. HEADER TEXT Your style needs to include: • WIIFM • I am important • I am special • My needs are different • I’m not old/young/buff ‘What’ for you gym? www.Business-Concepts.biz
  14. 14. HEADER TEXT Where did Tom Sawyer focus his people’s attention? Where www.Business-Concepts.biz W H O W H A T W H E R E
  15. 15. HEADER TEXT Where do you want to focus your member communications? ‘Where’ for your gym? www.Business-Concepts.biz
  16. 16. HEADER TEXT When did Tom Sawyer engage his audience? When www.Business-Concepts.biz W H O W H A T W H E R E W H E N
  17. 17. HEADER TEXT When is the best time to engage your future and current members? When www.Business-Concepts.biz
  18. 18. HEADER TEXTYour Benefit? www.Business-Concepts.biz 3 Different Trainers Offer Support Charles Appreciates It
  19. 19. HEADER TEXT Now we want to talk about the actual HOW using Social Media How www.Business-Concepts.biz W H O W H A T W H E R E W H E N H O W
  20. 20. HEADER TEXT Create Content to: attract and retain Turn Likes into Action www.Business-Concepts.biz
  21. 21. HEADER TEXT What Attracts traffic to your website and prospects now? Your Pull www.Business-Concepts.biz
  22. 22. HEADER TEXT • Focus on WIIFM • What benefits do they seek? • Why do they buy from you? Like/trust/their friends do • Cache: They look good • Also for upsell of existing members: create desire Attract New www.Business-Concepts.biz
  23. 23. HEADER TEXT Studies show that 71% of clients leave a provider, not because of an error on your part, or being lured away by a competitor, but because they can’t remember who you are and / or they feel under-appreciated. Retain www.Business-Concepts.biz
  24. 24. HEADER TEXT • Use Education to demonstrate and affirm their good choices • Help them feel appreciated in your community • Make specials available only to them Reaffirm good decisions www.Business-Concepts.biz
  25. 25. HEADER TEXT • Say something meaningful • Create ‘exercise-show-n-tell’ picture books with video or PPT • Ask for other people’s experiences • Show short videos • Give members opportunity for referral mad-money What do I say? www.Business-Concepts.biz
  26. 26. HEADER TEXT Your trainers all have phones! Take candids and fun shots Use What’s in Your Hands www.Business-Concepts.biz
  27. 27. HEADER TEXT • Volunteer for a quick photo at NEHRSA • Demo on Twitter Twitter Demo www.Business-Concepts.biz
  28. 28. HEADER TEXT 1. Keep content small & digestible 2. Base it on questions and dynamics related to your gym 3. Enlist your Trainers! 4. Encourage your members! 5. Always be flattering (video/photo) 6. Don’t reinvent the wheel: repackage and reuse! Content Creation Tips www.Business-Concepts.biz
  29. 29. HEADER TEXTUse Photos www.Business-Concepts.biz
  30. 30. HEADER TEXTDemo Buffer www.Business-Concepts.biz
  31. 31. HEADER TEXT Urban Myth says Social Media has no ROI You just have to measure what you want to know! (just like working out) Measure Results www.Business-Concepts.biz
  32. 32. HEADER TEXT • Sales ROI: fourSquare, Promotions, Social Media only Coupons • Traffic to website: Google Analytics • Community engagement: people talking about this If you want www.Business-Concepts.biz
  33. 33. HEADER TEXT • Make your own • Use someone else’s • Download ours: business-concepts.biz/go/NEHRSA Create the System www.Business-Concepts.biz
  34. 34. HEADER TEXT • Easiest: Pictures and Videos • Testimonials • Random members in classes, competitions, working out • Not always your most fit • Not just you doing it! • Invite Engagement More on the system www.Business-Concepts.biz
  35. 35. HEADER TEXT • Be on the lookout for ‘blog- able’ or ‘tweet-able’ moments to capture • Try it – easy at first • Don’t be intimidated TinyURL.com/blogHelp5-2 • Just do it Develop the Muscle www.Business-Concepts.biz
  36. 36. HEADER TEXT • No results? Why? • Remember Tom’s 5 wise men • WIIFM (the member) • Create community • Contribute to the Community • Educate • Stop selling (<3:1 ratio) What if it doesn’t Work? www.Business-Concepts.biz
  37. 37. HEADER TEXT Value of knowing your WHO Demo Use facebook.com/ads to gain information even if you don’t place an ad Search for your Segment www.Business-Concepts.biz
  38. 38. HEADER TEXT • Commit to creating Community • Identify your Community Czar • Develop a schedule • Delegate tasks • Invite and Engage • Keep doing it • Measure Tactical Plan www.Business-Concepts.biz
  39. 39. HEADER TEXTHootSuite Example www.Business-Concepts.biz
  40. 40. HEADER TEXT Social Strategy at work www.jeffbullas.com/2013/04/30/how-to- supercharge-your-social-media-marketing- strategy-with-employee-sharing/ Easier: tinyurl.com/jeffbullas Our sample social media HR policy www.Business-Concepts.biz/go/NEHRSA Resources www.Business-Concepts.biz
  41. 41. HEADER TEXT • InfusionSoft.com • Masterful-Marketing.com • IronTribeFitness.com • AllAccessFA.com • JeffBullas.com • ConstantContact.com • Hubspot.com • MarketingSherpa.com Education and Idea Sites www.Business-Concepts.biz
  42. 42. HEADER TEXT • Determine your Strategy • Create a tactical plan • Decide. Commit. Succeed™ (beachbody.com) • Work your plan consistently • Turn likes into connection and action • Have fun! Become Tom Sawyer Simplify www.Business-Concepts.biz
  43. 43. HEADER TEXT Need information, help, or a free evaluation? www.Business-concepts.biz/go/NEHRSA Want More? www.Business-Concepts.biz Like us on Facebook as Business Concepts Inc

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