The Gym Case Study - Romania Digital Marketing 2013 #DMFbuch

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The Gym Case Study - Romania Digital Marketing 2013 #DMFbuch

  1. 1. The Gym Group. Social Media Success
  2. 2. #DMFbuch
  3. 3. Workflow 1) Setting the social scene 2) The Gym Group Case Study 3) Facebook algorithm success – Edging It! 4) Content Insight 5) Software
  4. 4. Social Goals: 2013
  5. 5. Who Are The Gym? Low cost, contract free budget gym chain All major cities covered - London, Manchester, Liverpool, Birmingham, Nottingham, Glasgow Joining process - Completely online Open 24 hours a day Budget gym of the year
  6. 6. Success In Numbers
  7. 7. Who Are The Gym?
  8. 8. The Platforms. Jan-13 Facebook Twitter Google+ Instagram Jan-12 0 20,000 40,000 60,000 80,000
  9. 9. Engagement Levels. 120000 100000 80000 60000 2011 2012 40000 2013 20000 0 Talking About Reach Stories This Created
  10. 10. How Engaged Are They? 45000 40000 35000 30000 25000 20000 2012 15000 2013 10000 5000 0
  11. 11. Twitter. Click- Follow Growth Favourite Re-Tweets Through 36% 61% 32% 103%
  12. 12. Facebook. Page Growth Comments Likes Shares 227% 63% 117% 734%
  13. 13. How?  Seamless sign-off process  Minimal stakeholder involvement  Accountability  Trust
  14. 14. Facebook Applications.
  15. 15. 30 Days Of September.
  16. 16. 30 Days Of September.  Free annual gym membership given everyday  Lots of other prize giveaways  Cross-channel branding integration  Simple mechanism
  17. 17. 30 Days Of September.  513% student membership increase (Y on Y)  Under-represented areas grew as much as 150%  2.5k non-member emails collected  TGG website referral traffic increased 500%+
  18. 18. Facebook Ads.  £1,000 budget got over 3.6 million impressions  23p a Like through careful optimisation – 0.251% CTR  Images with women work best!  FREE gets peoples attention
  19. 19. Campaign Takeaways.  Email still works Facebook Ads are great at ensuring a constant stream  of impressions  KISS it – People are lazy! Campaigns take far longer to implement that first  thought
  20. 20. Why The Gym Use Social Media? A quick and efficient support tool To promote events, offers and services To promote brand awareness To aid retention
  21. 21. The Gym On Social Media “It’s not always possible to entirely link the ROI of social media to sales to the business, but we know without a question of doubt that social media has a huge impact. …and that’s good enough. Our customers demand it and expect it and as a business, we can’t afford to lose any kind of competitiveness.”
  22. 22. Ranking: 2013
  23. 23. Facebook: Play The Algorithm
  24. 24. Facebook: Play The Algorithm Edge Affinity Weight Decay
  25. 25. Facebook: Play The Algorithm. High Affinity High Edge Brother High Weight Value Low Decay Low Affinity Brand Low Edge Med Weight Page Value High Decay
  26. 26. Facebook: Brands Pages HIGH LOW HIGH
  27. 27. Content: Give Them Want They Need This is what will get you engagement Want Need
  28. 28. Content: Humanise It eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment…
  29. 29. Gym Types
  30. 30. Good Content Takes Time “The amount of time required to develop a presentation is directly proportional to how high the stakes are” Source: Slideology
  31. 31. Not All Good Content Is Found
  32. 32. Types of Content
  33. 33. Social Software
  34. 34. Sprout Social
  35. 35. Advice. Socially optimise your website Don’t forget to ask your customers to connect with you Constantly review patterns in your data Not to rely on just a single social network
  36. 36. Questions? ? @StevenGradidge

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