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Using Social Media For Your Health Club - Bryan O'Rourke IHRSA 2015

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Bryan O'Rourke shares his views on how fitness businesses and health clubs should use social media marketing. He shared this presentation at IHRSA 2015.

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Using Social Media For Your Health Club - Bryan O'Rourke IHRSA 2015

  1. 1. 2 QUESTIONS @bryankorourke
  2. 2. WHY WHEN WHAT HOW
  3. 3. USING SOCIAL MEDIA TO ITS GREATEST POTENTIAL
  4. 4. CAN’T MAKE A SILK PURSE OUT OF A SOW’S EAR
  5. 5. NO SILVER BULLET EITHER
  6. 6. 7 @bryankorourke NEW PARADIGM OF MARKETING
  7. 7. The process by which a firm profitably translates customer needs into revenue.  Mark Burgess Marketing 14 States Of Marketing heidicohen.com/hot-marketing-tips/
  8. 8. “IF WE REALLY WANT TO REINVENT ITS GOING TO TAKE SOME PERSONAL RISK.”
  9. 9. http://heidicohen.com/marketing-definition/ 72 MARKETING definitions
  10. 10. 11 @bryankorourke MARKETING IS CUSTOMER EXPERIENCE - DENISE LEE YOHN
  11. 11. 12
  12. 12. 13
  13. 13. 14 #IHRSAINSTITUTE Digital Transformation
  14. 14. 15
  15. 15. 16 INTEGRATION OF SM ENHANCES JOURNEY Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com A New EcoSystem
  16. 16. Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 17 Interconnected Themes From The Future Of Health Clubs INTEGRATION OF SM ENHANCES MEMBER JOURNEY Omni Channel Technology Platforms In getting you dinner info now. 7:30 at http://www.osteriamozza.com/LA/home.cfm
  17. 17. 18 BUILT IN SOCIAL 120M Users In getting you dinner info now. 7:30 at http://www.osteriamozza.com/LA/home.cfm
  18. 18. 19 BUILT IN SOCIAL
  19. 19. NEED TO MARKET AND EXECUTE IN THE WORLD WE LIVE IN
  20. 20. DIGITAL PLATFORMS ARE NOT JUST ANOTHER DISTRIBUTION CHANNEL FOR ONE WAY COMMUNICATIONS
  21. 21. 22 Online Opinion Now Eclipses Offline Relationships http://fleishmanhillard.com/2012/01/news-and-opinions/2012-digital-influence- index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/
  22. 22. 23 bryankorourke.com
  23. 23. 24 IF YOU DON’T CARE ENOUGH YOUR BRAND WILL DIE.
  24. 24. 80% OF YOUR FUTURE REVENUES WILL COME FROM 20% OF YOUR EXISTING MEMBERS
  25. 25. IMPROVING YOUR RETENTION JUST 5% CAN IMPACT YOUR PROFIT BY 80% OR MORE
  26. 26. 27 @bryankorourke WE ARE IN THE HUMAN CONNECTION BUSINESS
  27. 27. “A PROCESS OF THE WORK SO MANY PEOPLE ARE IMPATIENT AND UNWILLING TO DO”
  28. 28. 29bryankorourke.com
  29. 29. 30
  30. 30. 31
  31. 31. MAKE A PLAN MANY FAIL TO INTEGRATE DIGITAL AND SOCIAL INTO THEIR OPERATIONS AND MARKETING #BASICS
  32. 32. INVOLVE TEAM, MEMBERS & COMMUNITY SOCIAL MEDIA POLICY: http://www.bryankorourke.com/journal/2011/6/26/do-you- have-a-social-media-policy-for-your-organization.html #BASICS
  33. 33. DEFINE OBJECTIVES & COMMUNICATION STRATEGIES
  34. 34. 35See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8 DEFINE OBJECTIVES & COMMUNICATION STRATEGIES
  35. 35. 36 Suceess DEFINE OBJECTIVES & COMMUNICATION STRATEGIES
  36. 36. 37 FOLLOW - RESOURCES @savysexysocial
  37. 37. 38 FOLLOW - RESOURCES @garyvee
  38. 38. 39 FOLLOW - RESOURCES @bryankorourke http://www.slideshare.net/Bryankorourke 8 2
  39. 39. SELECT AND PROPERLY SETUP PLATFORMS
  40. 40. 41 DIFFERENT PLATFORMS DIFFERENT METHODS
  41. 41. It’s Native
  42. 42. 43 45 Tips And Tricks For Facebook http://www.wordstream.com/blog/ws/2014/01/30/facebook-advertising-tips#.
  43. 43. 44 56 Ways To Market On Pinterest http://www.copyblogger.com/pinterest-marketing/
  44. 44. 45 52 Tips For Marketing On Instagram http://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram
  45. 45. 46
  46. 46. CREATE & CURATE CONTENT 16 FREE TOOLS http://blog.hubspot.com/marketing/free-content- marketing-tools-list
  47. 47. TOOLS CANVA
  48. 48. It Doesn’t Interrupt CREATE & CURATE CONTENT
  49. 49. It Doesn’t Make Demands (Often) CREATE & CURATE CONTENT
  50. 50. It Leverages Pop Culture CREATE & CURATE CONTENT
  51. 51. It’s Micro CREATE & CURATE CONTENT
  52. 52. SHARE & ENGAGE
  53. 53. 54 @bryankorourke
  54. 54. 55 @bryankorourke Integration
  55. 55. 56 USE TOOLS THAT MAKE IT EASIER
  56. 56. 57 TOOLS THAT MAKE IT EASIER How
  57. 57. 58
  58. 58. 59 TOOLS THAT MAKE IT EASIER How
  59. 59. SHIFT RESOURCES AND STRATEGIES
  60. 60. EVALUATE PAID @savysexysocial
  61. 61. 62 @bryankorourke Campaign Examples
  62. 62. 63 @bryankorourke Consistent Message
  63. 63. 64 @bryankorourke Consistent Message
  64. 64. 65 @bryankorourke Consistent Message
  65. 65. 66 @bryankorourke Contest : Consistent Message
  66. 66. 67 @bryankorourke Contest - Consistent Message
  67. 67. 68 @bryankorourke Not Optimized Message
  68. 68. 69 @bryankorourke Aug 2014 376K Views - 740 Followers Not Optimized Message
  69. 69. 70 @bryankorourke March 2014 550K Views - 1,037 Followers Not Optimized Message
  70. 70. 71 Claim Update & Monitor Your Accounts @bryankorourke Not Optimized Message
  71. 71. 72 http://blumenthals.com/blog/ @bryankorourke Social Local Search This Is Important
  72. 72. 73 @bryankorourke Campaign Content Examples
  73. 73. 74 @bryankorourke Consistent Message
  74. 74. 75 @bryankorourke Excellent Engagement
  75. 75. 76 @bryankorourke Campaign Content Examples
  76. 76. 77 @bryankorourke All Platforms Covered
  77. 77. By Embracing New Approaches You Can Have A Bigger Difference. I Promise...
  78. 78. 79 QUESTIONS @bryankorourke
  79. 79. @bryankorourke | bryankorourke.com bryankorourke@gmail.com all presentation content is or will be available slideshare.net/bryankorourke

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