Franchisee Marketing Education. Retro Fitness franchise owner-manager edition. For more information: www.localizeyourfranchise.com

1. PLEASE MUTE
YOUR AUDIO
Wednesday, November 11, 2015 2PM ET

3. Social Engagement
Not this …

4. Social Engagement
…but this

5. Why It Matters
The Millennial Consumer
1. Not influenced by advertising.
2. 47% ARE influenced in their purchases by social
media (Deloitte Digital)
3. They value authenticity more than content. They
have to trust a company or site.
4. They want to engage with brands on social
networks. 62% say if a brand engages with them on
social networks, they are more likely to become a
loyal customer.
5. They are using multiple tech devices
6. They are brand loyal

6. Consumer Trends
1. Increasingly dismissing traditional advertising as being
untrustworthy. +75% of consumers don’t believe what
they see in ads.
2. One in three are influenced by social media for their
purchase (Deloitte).
3. 78% of consumers say that the posts on social media
influence their purchase (Source: Forbes)
4. 91% of people have gone into a store/business because
of an online experience. (Source:Marketing Land)
5. 89% of consumers conduct their research using web and
social search (Source: PR Newswire)
6. 72% of consumers trust online reviews as much as
personal recommendations.(Source: Search Engine
Journal)

7. Engagement = Action

8. Action can be:
Indication of interest requiring further marketing
Share, Comment, Like seen by friends of a fan
Prospect Email capture or Phone Call (or walk in)
Online Join (or walk in)
Recommendation or Review

9. Organic Engagement Factors
Interesting Relevant
Personalized Visual
Simple Actionable

10. Managing Engagement Factors
PAID
Promotion
Proper
Targeting
Visual
Stories
About
People
No “ads” UGC

11. Good Engagement Organic
Organic (not paid
to promote)

12. Typical Engagement Organic
Organic (not paid
to promote)

13. No Engagement—why?
Organic (not paid
to promote)
• No Social
Action
• Generic image
• Selling to the
already sold
Avoid selling to your members with hard sell public page
posts… target to non fan prospects.

14. Good Engagement + Paid
Paid Promotion

15. Good Engagement + Paid
Paid Promotion

16. Social Check-Up
Are members checking in and sharing pics?
Do you have recent good reviews?
Are “Friend Referrals” on the rise?
Is social driving at least 20% of web?
Can You Answer YES to all?

17. So How Are You Doing?
Check Your
Facebook
Insights

18. How many social
leads do you get
each month?% of traffic to web page from
social related sources
Total # of social actions

19. Be Smart about Your Marketing
Reach
All available users
near your club, by
age, gender (and
interests)
Engage
Know who (location
age, gender) is most
interested among
those you’ve
reached.
Action
Cater messaging to
drive action to
trackable actions
(tracked prospect
captures, calls..etc.)
1. Maximize your reach through ad targeting
2. Know who is most interested--be relevant
3. Track meaningful actions
Knowledge
is Power!
Ask us if you need help

20. Influence and
Engagement are
more critical
than likes and
followers once
your presence is
established
How Do
You
Score?

21. So How Are You Doing?
Schedule A Social
Check-Up
Michael@cwi.me
770-329-2487

22. Next Webinar: Wed 12/9/15
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