SocialMedia.org
Video Case Studies
Tony Saucier
Your best social advocates already
work for you
This video is from
BlogWel...
YOUR BEST SOCIAL ADVOCATES
ALREADY WORK FOR YOU
4/17/14 // Life Time – The Healthy Way of Life Company℠
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
WHAT: COMMUNITIES
HOW: CONVERSATIONS
WHY: CONNECTION 
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HW...
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
SWEET SPOT
107
LOCATIONS
MORE THAN 
600
SOCIAL PAGES
NEARLY
24K
TEAM MEMBERS
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCAL...
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
EXPERTS
 OWN NETWORK
 CUSTOMERS
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
THING BIG: Mirror team member 
service with social media at every club. 
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6...
START SMALL: SOP
KNOW
•  #HWOL
•  Social Why
•  Here for Members
•  Friendly & Inviting
•  We are Humans
DO
•  Inspire
•  ...
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
CURVEBALLS
CONTENT: HIT OR MISS
WHAT’S AN OFFICIAL PAGE?
TIME COMMITMENT
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6...
MOVE FAST: CLARIFY “OFFICIAL”
MORE THAN 
425
REMOVED
4 MONTHS
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WI...
HOW CAN I USE
SOCIAL MEDIA
FOR LIFE TIME?
Official club
pages only, please.
NO:Can I
create an
account?
? Official corporate...
•  One (1) 30-minute
training call
•  5-8 minutes per day
•  Monitor 1xAM, 1xPM
TRAINING
•  Recruit from GM
•  Notify club...
MOVE FAST: VALUATION MODEL
IMPRESSIONS
CPM = $4.50-$6
CLICKS
WHAT IS THE COST?
ENGAGEMENTS
RELATIVE TO CLICKS,
WHAT IS THE...
18 MONTHS LATER…
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ALL THE WINS
1 #HWOL
WIN: EXPONENTIAL IMPACT

•  109 FPMs
•  2,500 pieces of
content a month
2 STARTING POINT
 3 STRATEGY
 4 PILOT
 5 SCALE
 6 ...
WIN: MORE POWERFUL PAGES
Conversation 
Rate – 0.3%
Conversation 
Rate – 0.7%
NATIONAL
 LOCAL 
2 STARTING POINT
 3 STRATEGY...
WIN: 109 FOCUS GROUPS
•  Several dozen
posts hit daily

•  Those that gain
traction are
shared nationally
2 STARTING POINT...
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2...
BlogWell New York Social Media Case Study: Life Time Fitness, presented by Tony Saucier
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BlogWell New York Social Media Case Study: Life Time Fitness, presented by Tony Saucier

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In his BlogWell New York presentation, Life Time Fitness' Director of Social Media, Tony Saucier, talks about how they empowered team members in the clubs to supercharge social engagement.

He shares how they trained employee ambassadors to connect with members via social, road bumps they encountered along the way, and the results of their efforts.

Published in: Social Media, Business
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BlogWell New York Social Media Case Study: Life Time Fitness, presented by Tony Saucier

  1. 1. SocialMedia.org Video Case Studies Tony Saucier Your best social advocates already work for you This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 2, 2014 socialmedia.org/blogwell
  2. 2. YOUR BEST SOCIAL ADVOCATES ALREADY WORK FOR YOU 4/17/14 // Life Time – The Healthy Way of Life Company℠
  3. 3. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  4. 4. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  5. 5. WHAT: COMMUNITIES HOW: CONVERSATIONS WHY: CONNECTION 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  6. 6. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  7. 7. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  8. 8. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  9. 9. SWEET SPOT 107 LOCATIONS MORE THAN 600 SOCIAL PAGES NEARLY 24K TEAM MEMBERS 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  10. 10. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  11. 11. EXPERTS OWN NETWORK CUSTOMERS 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  12. 12. THING BIG: Mirror team member service with social media at every club. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  13. 13. START SMALL: SOP KNOW •  #HWOL •  Social Why •  Here for Members •  Friendly & Inviting •  We are Humans DO •  Inspire •  Educate •  Talk to the Team •  Share Often •  Monitor 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  14. 14. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  15. 15. CURVEBALLS CONTENT: HIT OR MISS WHAT’S AN OFFICIAL PAGE? TIME COMMITMENT 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  16. 16. MOVE FAST: CLARIFY “OFFICIAL” MORE THAN 425 REMOVED 4 MONTHS 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  17. 17. HOW CAN I USE SOCIAL MEDIA FOR LIFE TIME? Official club pages only, please. NO:Can I create an account? ? Official corporate accounts only, please. NO: Contact your club’s Facebook Page Manager! YES: Yes, share your cool stuff with the corporate social team! socialmedia@ lifetimefitness.com YES: ?Can I share my great ideas? Like/Share club posts with your personal Facebook networks! YES: Retweet and repin from our corporate accounts! #lifetimefitness @lifetimefitness YES: ?Can I use my personal account? ©2013 LIFE TIME FITNESS, INC. All rights reserved. CBMI133929 E ? Yes, share your cool stuff with YES: AN IUSE IALMEDIA ORLIFETIME? Contactyour club’sFacebook PageManager! YES: Yes,shareyour coolstuffwith thecorporate socialteam! socialmedia@ lifetimefitness.com YES: ?CanI sharemy greatideas? Like/Shareclub postswithyour personalFacebook etworks! YES: Retweetandrepin from ourcorporate accounts! #lifetimefitn @lifetim YES: HOW CAN I USE SOCIAL MEDIA FOR LIFE TIME? Official club pages only, please. NO:Can I create an account? ? Official corporate accounts only, please. NO: Contact your club’s Facebook Page Manager! YES: Yes, share your cool stuff with the corporate social team! socialmedia@ lifetimefitness.com YES: ?Can I share my great ideas? Like/Share club posts with your personal Facebook networks! YES: Retweet and repin from our corporate accounts! #lifetimefitness @lifetimefitness YES: ?Can I use my personal account? 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL MOVE FAST: CLARIFY “OFFICIAL”
  18. 18. •  One (1) 30-minute training call •  5-8 minutes per day •  Monitor 1xAM, 1xPM TRAINING •  Recruit from GM •  Notify clubs in batches of 5 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL MOVE FAST: TALK COMMITMENT
  19. 19. MOVE FAST: VALUATION MODEL IMPRESSIONS CPM = $4.50-$6 CLICKS WHAT IS THE COST? ENGAGEMENTS RELATIVE TO CLICKS, WHAT IS THE VALUE 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  20. 20. 18 MONTHS LATER… 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  21. 21. WIN: EXPONENTIAL IMPACT •  109 FPMs •  2,500 pieces of content a month 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  22. 22. WIN: MORE POWERFUL PAGES Conversation Rate – 0.3% Conversation Rate – 0.7% NATIONAL LOCAL 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  23. 23. WIN: 109 FOCUS GROUPS •  Several dozen posts hit daily •  Those that gain traction are shared nationally 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
  24. 24. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 2, 2014 socialmedia.org/blogwell

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