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Capitalising on the social media movement - IHRSA European Congress October 2010


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This is a copy of the combined presentation delivered by Ray Algar, Jon Moody, Gianluca Scazzosi and Rasmus Ingerslev at the IHRSA European Congress held in Barcelona during October 2010

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Capitalising on the social media movement - IHRSA European Congress October 2010

  1. 1. Capitalising on the Social Media Movement IHRSA Europe Congress, Barcelona, October 2010 (picture source: Flickr: dullhunk
  2. 2. Explore the way in which the web is changing from a one-way to a more collaborative and ‘social’ medium
  3. 3. Overview of the different social media channels and platforms
  4. 4. Evaluate how other industries are using social media to build enthusiastic followers
  5. 5. Examine how European clubs are harnessing the power of social media to forge relationships with members
  6. 6. Gain an understanding of some of the key principles upon which a company can begin to develop a social media strategy
  7. 7. Our Panel Ray Algar, Marketing Strategist Oxygen Consulting Jon Moody, Social Media Strategist ASOMO Gianluca Scazzosi, Senior Partner Wellink Rasmus Ingerslev, CEO Fresh Fitness / Wexer
  8. 8. Who in the audience has an active…
  9. 9. How often do you update your networks?
  10. 10. Before the web
  11. 11. Interruption marketing
  12. 12. Early web harnessed by business
  13. 13. Source: Ryan Turner, Social Media Lead for ZAAZ
  14. 14. The web is now conversational and ‘social’
  15. 15. It connects consumers in unprecedented ways
  16. 16. Consumers now have an online voice
  17. 17. Network effect
  18. 18. Who is an Apple fan?
  19. 19. How many people have watched this video?
  20. 20. How many comments?
  21. 21. Capitalising on the Social Media Movement Jonathan Moody, Social Media Strategist, ASOMO (picture source: Flickr: dullhunk
  22. 22. Why social media? • "You have to perceive before you can protect, participate and project. • Where? - Channels & platforms • Who? Not just marketing/sales • Engagement guidelines • Transformative success • Health and fitness club perceptions
  23. 23. Why social media? • Every opinion on the internet creates further opinion on and offline. • A wide range of opinion holders – including actual, former, potential, competitor customers. • Opinon content is proactive and free (not elicited or constrained by pre- defined questionnaries). • This opinion is growing in credibility and influence on purchase decisions.
  24. 24. Channels & Platforms: World View
  25. 25. Channels & Platforms: Types Graphic: Brian Solis socialware © 2001-2010
  26. 26. Channels & Platforms: Relevance • Omnipresence impossible: you can’t be everywhere! • Discover where people are talking about your club/chain or the issues you are passionate about. • Keep it local, keep it relevant: Fitness groups on Facebook in your area? Running club blog in your town? Obesity discussion group? Follow the local Weightwatchers club on Twitter Sports technology discussion board? Does that triathlon forum have a sub- group for your region? Source Yes/No Blog posts Y Blog comments Y Discussion boards Y Usenet Y Product review sites Y Photo sharing (e.g., Flickr) Y Video sharing (e.g.,YouTube) Y Podcasts Y Social networks Y Social news (e.g., Digg, Reddit) Y Microblogging (e.g., Twitter) Y Print media Y Television Y Radio Y Other
  27. 27. Who? – Not just marketing & sales Graphic: Elliance 2008 All Rights Reserved socialware © 2001-2010
  28. 28. Engagement Guidelines I • LISTEN UP! You need to perceive before you can protect, participate and project. When in Rome… • Adopt behaviours and processes. Listening might be enough. • Create authentic relationships. Do you want an agency to create your relationships for you? • In-house/outsourced: get the balance right/dedicate the resources. • Identify objectives / define degree of control / assign tasks. • Are you comfortable with the tools? What suits you? • Social media myths: it’s free / completely automated / fun.
  29. 29. Engagement Guidelines II • Content is King: plan it and leverage it. • It’s not what you know, but who you know: audience/influence. • Optimise it. Field of Dreams: If you build it, will they come? • Rome was not built in a day: time, effort & resources. • Perpetual Beta: experiment but complete. • Connect, communicate, share, help, reciprocate, recommend. • Don’t hard sell: conversation not campaigning. Marketing with people not to people. • Be authentic, stay on topic & know when to remain silent.
  30. 30. Transformative Success
  31. 31. Transformative Success
  32. 32. Transformative Success
  33. 33. Transformative Successes
  34. 34. Health Club Perceptions • Context: online opinion mobilising around 10 UK national health club chains February – September 2007. 781 opinions from 174 opinion holders from a range of social media. • Focus - Tangible and intangible aspects: Brand, Facilities, Membership, Service Experience • Questions: Have things changed and if so, how? Are perceptions different for individual clubs/small chains? Are perceptions different in other markets? • Topline: 41.4% of opinions positive – compare other sectors.
  35. 35. Health Club Perceptions: Who?
  36. 36. Health Club Perceptions: What?
  37. 37. Recommendations • Commit: to a comprehensive audit to understand the scope and nature of opinion mobilising around your club, chain and/or brand. • Discuss & implement: strategic (on going, pro-active) and tactical (club level reactive) actions to re-balance sentiment. • Agree: code of practice for staff and other stakeholders. See Telstra Social Media Engagement Policy 3Rs: Represent, Responsability & Respect • Integrate: online sentiment with other forms of feedback and data collection – feed into continuous improvement cycle.
  38. 38. Contact Jonathan Moody Bilbao: +34 944 760 727 Mobile: +34 663 98 78 68 LONDON | PARIS | FRANKFURT | AMSTERDAM | MILANO | BILBAO
  39. 39. Capitalising on the Social Media Movement G.Luca Scazzosi, Wellink (picture source: Flickr: dullhunk
  40. 40. Topics • Which social medium for clubs? • Do and Don’t – Common errors and best practices • Facebook strategies - Sales and leads generators
  41. 41. The Economist Special Report
  42. 42. More than 500.000.000 profiles
  43. 43. Social Network UV/Month Reach Facebook 24.000.000 57% MySpace 1.900.000 5% Netlog 1.600.000 4% Badoo 1.800.000 4% Twitter 1.100.000 3% Linkedin 930.000 2% ITALY’S FIGURES
  44. 44. Mistakes to avoid •Personal rather than company profile • Not interactive – Not responding to comments. Blocking posts • Not allowing fan’s media publications •Wall configuration not effective •Limiting the toolbar to wall and information
  45. 45. Best practice •Targeted groups : encourage your team to create groups and personal profile linked to the company page • Interactive – Communicate events, information, news • Personalise – Personalise the toolbar • Landing page – Have a capture and promotion strategy
  46. 46. You have 6 pages contemporaneously THE TOOLBAR
  47. 47. THE LANDING PAGE Light, and not up date
  48. 48. THE LANDING PAGE Indirect
  49. 49. THE LANDING PAGE Proactive
  50. 50. THE LANDING PAGE Emotional Proactive
  51. 51. THE LANDING PAGE Aggressive
  52. 52. How How much When
  53. 53. Tips •Every 5 to 6 info’ and educational post to 1 infomercial • The fun page should be updated at least 3 times/ week •Facebook needs 3 to 5 hours per week to update
  54. 54. The new joiner is invited to log in ( if she has a facebook page, if not we can create it right there ) LEADS GENERATION
  55. 55. Look for the club and became a fan LEADS GENERATION
  56. 56. Suggest to his friends to visit the club’s FB page LEADS GENERATION
  57. 57. Make a selection to who invite LEADS GENERATION
  58. 58. The friend confirm and became a club’s fun LEADS GENERATION
  59. 59. Then if he want try the club….. LEADS GENERATION
  60. 60. He leaves his contacts to download the guest pass and you have a new lead ! LEADS GENERATION
  61. 61. Thank you M +39 3351233132
  62. 62. Capitalising on the Social Media Movement Rasmus Ingerslev, CEO Fresh Fitness/Wexer (picture source: Flickr: dullhunk
  63. 63. • Get a URL that is easy to promote: • • • (FB URL available when 25 people or more like your page)
  64. 64. • Use URL in marketing material: External ads Welcoming letter Newsletters On website
  65. 65. • Track your club member to “fan” ratio • +10% should be the goal
  66. 66. • Make yourself easy to like Build in like buttons on your website pages Make sure it is easy to like your FB page from your website
  67. 67. • 43% of news sharing online is • done through social media Email 30% SMS 15% Instant messenger 12%
  68. 68. • Like is free advertising Like appears on profile Average user has 130 friends
  69. 69. • CONNECT
  70. 70. • google ranking
  71. 71. number of videos watched daily
  72. 72. Free way of advertising your club/product
  73. 73. Videos google ranking
  74. 74. Embed on site to boost views
  75. 75. •THANKS • Rasmus E. Ingerslev • Skype & Twitter: ringerslev • LinkedIn: • Mail: