Bci social mediapresentation5-2-13

Successfully
Attracting and Keeping
Members
through Social Media

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“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

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• 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

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Demographics
and
Overview
Background

HEADER TEXTImportance in Marketplace

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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

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the Tom Sawyer
approach to
Marketing™!
and how it relates to your fitness club!

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You have to honor
the five basics of
Marketing
Strategy

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Who
What
Where
When
How
5 Wise Men in Marketing

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Who Did Tom
Sawyer Invite or
Attract?
Who
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O

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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?

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What did Tom
Sawyer do to
attract interest?
What
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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?

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Where did Tom Sawyer
focus his people’s
attention?
Where
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Where do you want
to focus your
member
communications?
‘Where’ for your gym?

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When did Tom
Sawyer engage
his audience?
When
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When is the best
time to engage your
future and current
members?
When

HEADER TEXTYour Benefit?
3
Different
Trainers
Offer
Support
Charles
Appreciates
It

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Now we want to talk about
the actual HOW using
Social Media
How
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Create Content to:
attract and retain
Turn Likes into Action

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What Attracts traffic to
your website and
prospects now?
Your Pull

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• 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

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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

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• 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

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• 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?

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Your trainers all have phones! Take
candids and fun shots
Use What’s in Your Hands

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• Volunteer for a
quick photo at
NEHRSA
• Demo on Twitter
Twitter Demo

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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

HEADER TEXTUse Photos

HEADER TEXTDemo Buffer

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Urban Myth says Social
Media has no ROI
You just have to measure
what you want to know!
(just like working out)
Measure Results

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• Sales ROI: fourSquare,
Promotions, Social Media only
Coupons
• Traffic to website: Google
Analytics
• Community engagement:
people talking about this
If you want

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• Make your own
• Use someone else’s
• Download ours:
business-concepts.biz/go/NEHRSA
Create the System

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• 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

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• 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

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• 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?

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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

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• Commit to creating Community
• Identify your Community Czar
• Develop a schedule
• Delegate tasks
• Invite and Engage
• Keep doing it
• Measure
Tactical Plan

HEADER TEXTHootSuite Example

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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

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• InfusionSoft.com
• Masterful-Marketing.com
• IronTribeFitness.com
• AllAccessFA.com
• JeffBullas.com
• ConstantContact.com
• Hubspot.com
• MarketingSherpa.com
Education and Idea Sites

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• 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

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Need information, help, or a free
evaluation?
www.Business-concepts.biz/go/NEHRSA
Want More?
Like us on Facebook as Business Concepts Inc

Bci social mediapresentation5-2-13

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Bci social mediapresentation5-2-13