Social Media Marketing for Health and Fitness Businesses


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Review of social media growth and evolution as a marketing tool. Social media as a powerful way for Health and Fitness businesses to increase google rank and community engagement. HealthFit Sherpa as a cost effective way to outsource social media content generation for your business.

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  • Has served local businesses for over 20 years: real estate, design, apartment, retail, spa and more
  • A Custom……….Turnkey……..Internet marekting tool
  • Today’s presentation is organized in 4 basic sections:
  • Social media is a set of tools, technologies and platforms facilitating the discovery and sharing of content ---- the key word in this is sharing ---- never before has sharing been so easy and so broad based……and the sharing tends to occur around special interests ---- for instance Health and Fitness
  • Here’s a look at how social media has climbed the media ranks in reaching 50 million users -
  • Facebook added 100 million users in 9 months in 2009
  • This is no longer teenagers socializing Social media explosion ---- not only in NUMBERS, but in the TYPE of usage, and the TYPE of user
  • By the end of 2009 facebook unique visitors approached google and yahoo --- this is a sea change in the way the web is used – it means people are not only searching, they are connecting in new ways
  • Social Media Maketting……………..Fundamental difference…….even between other Internet marketing, much less traditional media
  • Social Media Marketing ---- combines the benefits associated with your other layers of Internet marketing………and adds ENGAGMNENT.
  • To understand a key benefit of Social Media Marketing --- it is important to understand how Google works. It looks for relevance --- but also ACTIVITY Activity in terms of content ---- also in terms of linkages
  • Many fitness enthusiasts are community oriented --- members increasingly know and communicate with eachother
  • Two things are converging out there with your customers and prospects: 1) More and more people start their search for a product or service ------- by “searching online” 2) More and more people are connecting around special interests thru social networks
  • My blog ---
  • A large and growing number of new customers are coming directly from searches……….. 5 out of 7 top listings. Organic search results
  • Quarterly report on new “members”, all media types
  • Corepower Yoga is Colorado based company with over 30 locations in the west. They are large enough to have strong dedicated focus on social media marketing and have done an excellent job building a community around their brand
  • Their blog
  • Facebook fan page…..note 6,335 fans……..posted content is often from blog
  • Over 6000 twitter followers --- also seeing tweets from blog
  • Blog Started in August 2009 (content sharing to FB and twitter occurs largely from Blog) Other data from this report shows that facebook is #4 reffering site (after google, yahoo, etc) and most of the search terms are other than the company name
  • Website traffic and google rank are hard data indicators about the effectivness of social media ---- but there is also another interesting factor……. When your best customers get ahold of these tools…….they can be hugely influential
  • Result: new customers, high visibility, community goodwill
  • A large and growing number of new customers are coming directly from searches……….. 5 out of 7 top listings. Organic search results
  • All these keys to success take time!
  • A Custom……….Turnkey……..Internet marekting tool
  • Before getting into the details of HealthfitSherpa --- a reminder that NCI has a long history of helping local businesses connect in a varitey of markets. Health and Fitness is the most recent.
  • Let’s review a key element of the Sherpa solution: content source and content flow……… 2 sources 1) Our Online Community Manager (professional bloggers) ---- understanding your audience and identifying relevant content from the Net 2) You and folks from your company
  • The core product……..through which all content flows --- is a blog that you can customize to communicate the feel of your business. These are prototype samples Content can be soley done by us or the customer can blog away also. We provide full access. Totally customized categories and content. We rely on the client for feeding us some photos and post elements and we do the rest. We recommend they engage around comments and responses to inject their personalities.
  • Two content sources………1) Our Online Community Manager (professional bloggers) ---- understanding your audience and identifying relevant content from the Net 2) You and folks from your company
  • Its’ TIME TIME TIME that is the stumbling block to doing this regularlyThe Fitness Sherpa solution outsources the “heavy lifting” ----- thus saving you time. For success, you need a full system, interwoven tools, fresh freq. content It takes time to prepare content, to learn tools, and administer…………Design Sherpa gives you a shortcut and saves your time
  • Summary of what it is and what you get. Pricing should be.
  • Careful walk thru
  • Careful walk thru
  • Social Media Marketing for Health and Fitness Businesses

    1. 1. Using Social Media to grow your Health / Fitness Business Bill Pryor, Business Development Director NCI / HealthfitSherpa [email_address]
    2. 2. Network Communications Inc. Based in Atlanta with operations throughout the country, NCI is a leading publishing and media content producer. Through it’s Sherpa operations group launched in 2008, NCI is currently providing over 1000 small and mid-sized companies with social media marketing programs
    3. 3. Custom, turnkey internet marketing services
    4. 4. 1) Social media explosion 2) Social media marketing in health & fitness 3) Key success factors 4) HealthFit Sherpa solution
    5. 5. Social Media
    6. 6. <ul><li> </li></ul><ul><li> </li></ul>Years to reach 50 million users 38 Years 13 Years 4 Years 3 Years
    7. 7. SOCIAL MEDIA EXPLOSION Exhibit A: Facebook Growth
    8. 8. “ 44% of Internet users visited a social network at least monthly in 2009”   “ 85% of social media users thought companies should interact with their consumers through social media”    “ Nearly 6 out of 10 Americans who use social media interact with companies on social media sites” “ The fastest growing segment of social media users is people between the ages of 35 and 55 years old.”
    9. 9. SOCIAL MEDIA EXPLOSION Exhibit A: Facebook Growth
    10. 11. Social Media: “the highest level of Internet marketing”  BRANDING +  FINDABILITY +  ENGAGEMENT  FINDABILITY  BRANDING
    11. 12. Web site Facebook Twitter Other Soc. Id’s Blog
    12. 13. Q: Why social media for my fitness business? 1) Low-cost 2) High-impact 3) Competitive advantage 4) Community emphasis
    13. 14. Google Rank Web Traffic Engaged Community New Clients Retention Referrals Key for today’s fitness business:
    14. 18. Fitness Industry Example
    15. 19. Fitness Industry Example
    16. 23. Power of Loyal Clients with Social Media Tools <ul><li>“… ..Not all customers are into this stuff……. But a small, passionate and fast growing group ARE into this. And those people are disproportionately important because they are those key “connectors” or “engagers” ….. They can turn into obsessive evangelists for your business…” </li></ul>
    17. 24. Example: Viral Return and Engaging Social Media Users <ul><li>“ …… One of our customers, a heavy social media type…asked to use our facility to run a charity fundraiser — and mention it in our Facebook fan page ……..When I agreed, she posted a compelling video on You Tube that ended up on our Facebook page and got a number of other customers heavily involved. </li></ul><ul><li>Further the local cable channel saw the post, as did the local paper and both did stories. The thing spiralled in various ways as others picked up and posted…… </li></ul>
    18. 26. <ul><li>Keys to Success </li></ul><ul><li>Frequent fresh content </li></ul><ul><li>Community engagement </li></ul><ul><li>3) Consistent delivery </li></ul><ul><li>3) Multiple platforms </li></ul><ul><li>4) Ongoing outreach / recruitment </li></ul>
    19. 27. A custom, turnkey Internet marketing tool for the health and fitness industry. For a low monthly fee, HealthFit Sherpa will develop and execute a complete social media program for a new kind of Internet marketing presence. We eliminate the risk, time expenditure, expense, and complexity of using these tools.
    20. 28. Custom, turnkey internet marketing services
    21. 29. <ul><li>A custom blog , Facebook fan p age and Twitter account are set up and linked together under your company name. </li></ul><ul><li>Twice a week, your assigned “online community manager” posts fresh, relevant content to the blog and out to Facebook & Twitter </li></ul><ul><li>Network and comments are monitored, SEO practices administered, updates and maintenance, follower recruitment </li></ul><ul><li>Metrics and reporting , on traffic, audience interaction, leads, referrals </li></ul>HealthFit Sherpa What exactly is it?
    22. 30. <ul><li>Intake interview to learn your business, capture your company’s “look and feel” </li></ul><ul><li>Blog, FB & Twitter accts created, URL mapping website integration, production issues </li></ul><ul><li>Online community manager oversees “outreach” and begins day to day execution - 2 posts per week - liasion to your company </li></ul><ul><li> - SEO, community development - metrics reporting </li></ul>HealthFit Sherpa Set-up Process
    23. 31. HealthFit Sherpa content
    24. 32. Customized Blog Look and Feel <ul><li>Customized categories and posts </li></ul><ul><li>Two posts a week </li></ul><ul><li>Email list building and lead capture </li></ul><ul><li>Participate as much as you like </li></ul>
    25. 33. HealthFit Sherpa content <ul><li>“ Curated” from the web, posted by us (relevant topics selected by you) </li></ul><ul><li>and / or </li></ul><ul><li>Company news, information events and promotions (posted by us or by you) </li></ul>
    26. 34. Why outsource this? HealthFit Sherpa saves you time, does the “heavy lifting” <ul><li>Saves you time --- program goes on “auto pilot” </li></ul><ul><li>Eliminates risk and learning curve of using these tools </li></ul><ul><li>Updates and adapts as systems evolve </li></ul><ul><li>Assures fresh, frequent content activity </li></ul><ul><li>Executes SEO and tagging </li></ul><ul><li>Provides regular reports </li></ul>
    27. 35. HealthFit Sherpa Summary <ul><li>Turnkey social media marketing solution - Low monthly fee: $495* - Simple, powerful, customizable - Dedicated account management </li></ul><ul><li>Benefits for your business - Higher search engine visibility - More web traffic - More leads - Increased referrals and word-of-mouth - Enhanced connection with customers - More sales </li></ul>* 10% charter discount until July 15 ($345 p/mo)
    28. 36. HTTP:// Bill Pryor [email_address] 781-254-3677 For more information or getting started
    29. 37. Metrics Reports Blog Activity - unique visits - avg. time on site - page views Traffic sources - organic - facebook - twitter - direct Leads (phone calls) Website traffic Search rank