Effective Social MediaPromotion & Marketing To    Drive Gym Traffic       Bryan K. O’Rourke           July 2012           ...
Effective Social Media Promotion & Marketing To Drive Gym Traffic  •   Context  •   Tools & Platforms  •   Improve Outcome...
Context : What It Is And What It Ain’t       definition: “parts of a piece of writing or speech, that precede and       fol...
2012Change Or DieBryan K. O’Rourke - CEO Integerus                                            9 Things Fitness Industry©20...
9 Things Fitness Industry Leaders &Change Or Die                               Brands Must Do To                          ...
Overview : What It Is And What It Ain’t    When they gave Mr. Dyer trouble    about his water damage claim he          twe...
Overview : What It Is And What It Ain’tGold’s Gym Convention 2012 | bryankorourke.com   7
Overview : What It Is And What It Ain’t                                                                social media is    ...
Overview : What It Is And What It Ain’t                                                    REPUTATION                     ...
Effective Social Media Promotion & Marketing To Drive Gym TrafficGold’s Gym Convention 2012 | bryankorourke.com   10
Effective Social Media Promotion & Marketing To Drive Gym TrafficGold’s Gym Convention 2012 | bryankorourke.com   11
Effective Social Media Promotion & Marketing To Drive Gym Traffic             Want to drive gym traffic ?        Create gr...
Effective Social Media Promotion & Marketing To Drive Gym Traffic                                                 What’s S...
Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME !    Needed Tools:        One Of These:            Hootsuite     ...
Platforms : Which Ones To Choose & Why TIP TO SAVE TIME !Gold’s Gym Convention 2012 | bryankorourke.com   15
Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME ! @fitmarc              Needed Tools:                         Link...
Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME !Important AnalyticsGold’s Gym Convention 2012 | bryankorourke.co...
Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME !Important AnalyticsGold’s Gym Convention 2012 | bryankorourke.co...
Platforms : Which Ones To Choose & Why Focus - Crawl, Walk, Jog, Run     Focus On These:                   Facebook       ...
Platforms : Which Ones To Choose & Why Has Your Facebook Site Gotten Stale ?      Make Certain You  Pay Attention To Desig...
Platforms : Which Ones To Choose & WhyConsider Platforms For Apps@bryankorourke
Platforms : Which Ones To Choose & Why Twitter     Make Certain You         Cultivate A Voice  Follow The Right People    ...
Platforms : Which Ones To Choose & Why Twitter - Search NearbySearch Tips Here:       http://www.labnol.org/internet/find-t...
Platforms : Which Ones To Choose & Why Pinterest - Interest Graph TrendGold’s Gym Convention 2012 | bryankorourke.com   24
Platforms : Which Ones To Choose & Why Pinterest - Visual Interest Graph                        http://blog.hubspot.com/bl...
Platforms : Which Ones To Choose & Why Pinterest - Interest Graph     Make Certain You             Pin & Repin       Share...
Platforms : Which Ones To Choose & Why Blog - Great Blog Platform Tumblr Blogger, Wordpress, SquareSpace Create Original C...
Platforms : Which Ones To Choose & WhyProfessional Profile - Company ProfileLinkedin Is A GREAT Sales Tool  Search For Influe...
Platforms : Which Ones To Choose & Why YelpGold’s Gym Convention 2012 | bryankorourke.com   29
Platforms : Which Ones To Choose & Why Yelp - Members Are Talking                              Shockingly many clubs don’t...
Platforms : Which Ones To Choose & Why Yelp - Members Are TalkingGoogle Places & Reviews - Keep An Eye Out      Claim Your...
Platforms : Which Ones To Choose & Why YouTube - Video Rules                      Video Rules !             Cheap Hi Def V...
Platforms : Which Ones To Choose & Why YouTube - LuLuLemonGold’s Gym Convention 2012 | bryankorourke.com   33
Platforms : Which Ones To Choose & Why Foursquare  Simple Powerful FREE                       Mayor                     Sp...
Platforms : Which Ones To Choose & Why Instagram                  Instagram              Visual Content                   ...
Platforms : Which Ones To Choose & Why Google +                 Search Engine                                Share        ...
Platforms : Which Ones To Choose & Why Google +Gold’s Gym Convention 2012 | bryankorourke.com   37
Effective Social Media Promotion & Marketing To Drive Gym Traffic                        cross pollinateGold’s Gym Convent...
Effective Social Media Promotion & Marketing To Drive Gym Traffic         about serving customersGold’s Gym Convention 201...
Effective Social Media Promotion &Marketing To Drive Gym Traffic        Improving Outcomes - Engagement                   ...
5 Tips For Content Marketing                Five Things To Focus On
1. Don’t Skimp On Design                 VISUAL = ENGAGEMENT@bryankorourke
1. Don’t Skimp On Design   Visual facebook                 Change Visuals On Your Page To                              Refl...
1. Don’t Skimp On Design   Instagram | Pinterest                   The Interest Graph - Visual  Need Design Work ?  [ELANC...
2. Make It Multiple Media   Vary Content Type                 Engaging & Well Rounded@bryankorourke
2. Make It Multiple Media   Vary Content Type - Original    Original Content Is Best &   Blog | Visual    TAG TAG TAG@brya...
2. Make It Multiple Media   Vary Content Type@bryankorourke                 Pets Are Great Content
2. Make It Multiple Media   Vary Content Type             Bit.ly              Its Not What You Say Its  Edgerank Checker  ...
3. No Hard Selling   Don’t SPAM Or PUSH                        Use “Pull” Tactics@bryankorourke
3. No Hard Selling   Don’t SPAM Or PUSH                        Events “Pull”
3. No Hard Selling   Don’t SPAM Or PUSH            Video Content Is GREAT Pull
4. Make It About Members  Visual, Story Oriented, Personality Oriented@bryankorourke
4. Make It About Members  Visual, Story Oriented, Personality Oriented@bryankorourke
5. Connect   Share Via Web Site & Offline                 Shareable & Interconnected@bryankorourke
5. Connect   Share Via Web Site & Offline                          @bryankorourke
Effective Social Media Promotion & Marketing To Drive Gym Traffic | TIPS           TIPS FOR   Social Marketing    Make A D...
Effective Social Media Promotion & Marketing To Drive Gym Traffic | QUESTIONSGold’s Gym Convention 2012 | bryankorourke.co...
Upcoming SlideShare
Loading in …5
×

Effective Social Media Marketing For Gyms 2012

9,235 views

Published on

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.

Published in: Business, Technology
  • Be the first to comment

Effective Social Media Marketing For Gyms 2012

  1. 1. Effective Social MediaPromotion & Marketing To Drive Gym Traffic Bryan K. O’Rourke July 2012 1
  2. 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. 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. 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. 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. 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. 7. Overview : What It Is And What It Ain’tGold’s Gym Convention 2012 | bryankorourke.com 7
  8. 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. 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. 10. Effective Social Media Promotion & Marketing To Drive Gym TrafficGold’s Gym Convention 2012 | bryankorourke.com 10
  11. 11. Effective Social Media Promotion & Marketing To Drive Gym TrafficGold’s Gym Convention 2012 | bryankorourke.com 11
  12. 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. 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. 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. 15. Platforms : Which Ones To Choose & Why TIP TO SAVE TIME !Gold’s Gym Convention 2012 | bryankorourke.com 15
  16. 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. 17. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME !Important AnalyticsGold’s Gym Convention 2012 | bryankorourke.com 17
  18. 18. Platforms : Which Ones To Choose & Why TIPS TO SAVE TIME !Important AnalyticsGold’s Gym Convention 2012 | bryankorourke.com 18
  19. 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. 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. 21. Platforms : Which Ones To Choose & WhyConsider Platforms For Apps@bryankorourke
  22. 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. 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. 24. Platforms : Which Ones To Choose & Why Pinterest - Interest Graph TrendGold’s Gym Convention 2012 | bryankorourke.com 24
  25. 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. 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. 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. 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. 29. Platforms : Which Ones To Choose & Why YelpGold’s Gym Convention 2012 | bryankorourke.com 29
  30. 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. 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. 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. 33. Platforms : Which Ones To Choose & Why YouTube - LuLuLemonGold’s Gym Convention 2012 | bryankorourke.com 33
  34. 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. 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. 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. 37. Platforms : Which Ones To Choose & Why Google +Gold’s Gym Convention 2012 | bryankorourke.com 37
  38. 38. Effective Social Media Promotion & Marketing To Drive Gym Traffic cross pollinateGold’s Gym Convention 2012 | bryankorourke.com 38
  39. 39. Effective Social Media Promotion & Marketing To Drive Gym Traffic about serving customersGold’s Gym Convention 2012 | bryankorourke.com 39
  40. 40. Effective Social Media Promotion &Marketing To Drive Gym Traffic Improving Outcomes - Engagement Content Is King - It Better Be GREAT
  41. 41. 5 Tips For Content Marketing Five Things To Focus On
  42. 42. 1. Don’t Skimp On Design VISUAL = ENGAGEMENT@bryankorourke
  43. 43. 1. Don’t Skimp On Design Visual facebook Change Visuals On Your Page To Reflect The Season@bryankorourke
  44. 44. 1. Don’t Skimp On Design Instagram | Pinterest The Interest Graph - Visual Need Design Work ? [ELANCE]@bryankorourke
  45. 45. 2. Make It Multiple Media Vary Content Type Engaging & Well Rounded@bryankorourke
  46. 46. 2. Make It Multiple Media Vary Content Type - Original Original Content Is Best & Blog | Visual TAG TAG TAG@bryankorourke
  47. 47. 2. Make It Multiple Media Vary Content Type@bryankorourke Pets Are Great Content
  48. 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. 49. 3. No Hard Selling Don’t SPAM Or PUSH Use “Pull” Tactics@bryankorourke
  50. 50. 3. No Hard Selling Don’t SPAM Or PUSH Events “Pull”
  51. 51. 3. No Hard Selling Don’t SPAM Or PUSH Video Content Is GREAT Pull
  52. 52. 4. Make It About Members Visual, Story Oriented, Personality Oriented@bryankorourke
  53. 53. 4. Make It About Members Visual, Story Oriented, Personality Oriented@bryankorourke
  54. 54. 5. Connect Share Via Web Site & Offline Shareable & Interconnected@bryankorourke
  55. 55. 5. Connect Share Via Web Site & Offline @bryankorourke
  56. 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. 57. Effective Social Media Promotion & Marketing To Drive Gym Traffic | QUESTIONSGold’s Gym Convention 2012 | bryankorourke.com 57

×