This document provides a digital marketing plan for Ultrafit Bootcamps, a Vancouver-based fitness company. The plan aims to improve Ultrafit's digital presence and marketing efforts. It identifies three key areas of focus: improving their website, implementing a paid search campaign on Google AdWords, and leveraging social media platforms like Facebook, Twitter, and Instagram. Various tactics are proposed across these areas, with the overall goal of appealing to current and new customers to support Ultrafit's continued success in the competitive fitness industry.

1. DIGITAL
MARKETING
PLAN
COMM
464,
Section
102
Instructed
By
Paul
Cubbon
Jessica
Greschner
27722107

2. U L T R A F I T
B O O T C A M P S
D I G I T A L
M A K R E T I N G
P L A N
T A B L E
O F
C O N T E N T S
I.
EXECUTIVE
SUMMARY
II.
SITUATIONAL
ANALYSIS
Company
Background
Industry
Analysis
SWOT
III.
ULTRAFIT
IN
THE
DIGITAL
ENVIRONMENT
Current
Digital
Marketing
Mix
Key
Challenges
in
the
Digital
Environment
Objectives
&
Goals
IV.
WEBSITE/SEARCH
ENGINE
OPTIMIZATION
Hypothesis
1
–
Improving
the
Website
Hypothesis
2
-­‐
SEO
Procedure
Analysis
Recommendations
V.
PAID
SEARCH
(GOOGLE
ADWORDS)
Hypothesis
1
–
Driving
Traffic
with
Google
AdWords-­‐
Procedure
Analysis
Recommendations
VI.
SOCIAL
MEDIA
Facebook
pg.
1
pg.
2
-­‐
5
pg.
6
-­‐
7
pg.
8
-­‐
15
pg.
16
-­‐
20
pg.
21
-­‐
37
pg.
21
-­‐
26

3. Hypothesis
1
&
2
–
Content
&
Timing
of
Posts
Procedure
Analysis
Recommendations
Hypothesis
3
-­‐
Influencers
Procedure
Analysis
Recommendations
Twitter
Hypothesis
1
–
Content
Procedure
Analysis
Recommendations
Hypothesis
2
–
Influencers
Procedure
Analysis
Recommendations
Social
Media
Expansion
Hypothesis
1
–
Using
More
Platforms
Procedure
Analysis
Recommendations
VII.
CONCULSION
VIII:
APPENDIX
pg.
27
-­‐
32
pg.
33
-­‐
37
pg.
38
pg.
39
-­‐
54
pg.
55
-­‐
56
IX:
BIBLIOGRAPHY

4. I.
EXECUTIVE
SUMMARY
Ultrafit
Bootcamps
is
a
Vancouver
based
company
in
the
health
and
fitness
industry.
Founded
in
July
2003,
Ultrafit
has
grown
to
include
programs
in
Kitsilano,
Burnaby,
East
Vancouver,
and
North
Vancouver.
But
as
the
competitive
environment
of
the
fitness
industry
in
Vancouver
intensifies,
Ultrafit
is
looking
for
new
ways
to
attract
customers.
Currently,
Ultrafit’s
promotional
strategies
consist
primarily
of
word
of
mouth
(offline).
Provided
Ultrafit’s
loyal
client
base,
this
has
proven
to
be
effective
over
the
past
ten
years.
However,
Ultrafit
is
currently
underutilizing
their
online
social
media
outlets
and
has
the
opportunity
to
improve
all
aspects
of
their
digital
marketing
mix.
Therefore,
the
primary
objective
of
this
digital
marketing
plan
is
to
progress
Ultrafit’s
digital
marketing
mix
to
better
appeal
to
both
current
and
potential
customers
while
contributing
to
its
overall
success
as
a
fitness
bootcamp.
In
this
plan,
we
will
discuss
various
tactics
and
strategies
on
how
to
effectively
employ
different
digital
and
social
media
channels
and
tools
to
accomplish
the
main
objective.
The
three
primary
components
of
our
digital
marketing
plan
includes:
Company
Website
• Improving
website
in
regards
to
key
characteristics
(context,
content,
communication,
commerce,
community,
connectivity,
customization,
usability,
and
strategy)
• Identifying
tactics
that
would
improve
Ultrafit’s
current
organic
search
results
Paid
Search
• Investing
paid
search
by
implementing
Google
AdWords
Campaign
to
drive
traffic
to
website
Social
Media
• Strategically
leveraging
the
social
connecting
power
on
new
and
existing
social
media
platforms
including
Facebook,
Twitter,
Instagram,
and
Pinterest
1

5. II.
SITUATIONAL
ANALYSIS
COMPANY
PROFILE
Ultrafit
Bootcamp
is
a
Vancouver
based
company
founded
by
Annilou
Verge-­‐Marion
in
Vancouver
Island
and
has
been
in
operation
for
over
ten
years.
Ultrafit
calls
itself
“an
accelerated
Fitness
&
Nutrition
program”
which
consists
mainly
of
outdoor
physical
activity
paired
with
a
nutrition
plan
monitored
by
Ultrafit.
They
are
now
based
in
Vancouver
and
have
outdoor
locations
in
Kitsilano,
Burnaby,
East
Vancouver,
and
North
Vancouver.
Ultrafit
offers
a
bootcamp
style
fitness
class
with
nutritional
coaching
and
goal
setting
guidance
included
with
each
membership.
Each
bootcamp
class
is
60
minutes
long
and
offers
cardiovascular,
strength,
core
and
balance
training.
With
regular
attendance
benefits
include:
weight
loss,
stress
relief,
strength,
increased
energy,
and
increased
confidence.
Ultrafit’s
fitness
program
can
be
adapted
to
different
ages
and
fitness
levels
and
as
a
result
Ultrafit
has
a
wide
variety
of
clients.
All
clients
are
interested
in
leading
a
healthy
and
active
lifestyle.
Demographically,
most
current
clients
are
females
between
the
ages
of
30
and
50.
In
the
future,
Ultrafit
is
looking
to
grow
and
capitalize
on
their
current
target
consumers
and
to
better
connect
with
younger
audiences.
INDUSTRY
ANALYSIS
Category
Definition
Ultrafit
operates
in
the
fitness
industry.
This
industry
includes
fitness
activities
and
recreational
sports
which
feature
various
forms
of
physical
activity.
Ultrafit
is
a
bootcamp
style
of
fitness
program,
and
the
primary
function
of
its
service
is
to
offer
a
form
of
exercise
to
consumers
in
Vancouver.
Ultrafit
competes
directly
with
dozens
of
other
Bootcamps
in
Vancouver
and
indirectly
with
services
offering
some
form
of
exercise
or
fitness.
Such
services
include
gyms,
fitness
clubs,
yoga
classes,
adult
sports
leagues,
running
clubs,
cycling
clubs,
Zumba,
Pilates,
exercise
classes,
swimming
pools,
home
gym
equipment,
and
even
fitness
mobile
apps.
This
industry
has
a
low
level
of
market
share
concentration.
This
is
because
there
are
so
many
small-­‐scale,
single
location
players
in
the
market.
In
2012,
about
82.2%
of
all
fitness
establishments
employed
fewer
than
20
people
(Schmit,
2013).
The
percentage
of
small-­‐
scale
firms
is
substantial
because
demonstrates
the
industry's
low
barriers
to
entry
as
it
is
a
relatively
easy
industry
to
enter.
Health
&
Fitness
in
Canada
According
to
a
study
done
by
The
International
Journal
of
Behavioral
Nutrition
and
Physical
Activity,
Canadians
are
some
of
the
most
physically
active
people
in
the
world
(International
Prevalence
Study
on
Physical
Activity).
And
today
Canadians
are
caring
more
about
their
health
and
wellbeing
than
ever
before.
In
2009,
48%
of
Canadians
were
considered
moderately
active,
and
the
Canadian
fitness
industry
grown
into
a
$2.2
billion
industry
(“Lets
Get
Active”,
2013).
In
Canada,
16%
of
the
population
has
a
membership
to
a
sporting
or
fitness
institutions,
with
community
programs
being
the
most
popular;
these
figures
reflect
Canada’s
ongoing
awareness
of
health
and
fitness.
Within
the
next
five
years,
population
growth
and
demographic
changes
will
influence
industry
revenues.
The
mature
market
(people
aged
55
and
older)
is
expected
to
2

6. live
more
active
lifestyles
and
put
more
emphasis
on
their
health,
physical
appearance
and
weight.
The
retiring
baby-­‐boomer
generation
will
create
opportunities
fitness
businesses.
As
baby
boomers
get
older
they
will
put
more
of
a
burden
on
healthcare
costs.
This
will
create
an
incentive
for
the
government
to
promote
preventative
practices
like
physical
activity
(Schmit,
2013).
The
younger
segment
of
the
population
(under
20)
also
has
a
strong
opportunity
for
growth.
This
is
largely
due
concerns
over
childhood
obesity.
In
particular,
British
Columbia
ranks
as
Canada’s
most
active
and
health
conscious
province,
and
with
Vancouver
being
most
active
city
in
Canada
(Bauman,
2010).
And
because
demand
is
so
high,
the
market
is
almost
saturated
with
various
health
and
fitness
services.
Fitness
industry
trends
are
dynamic
with
typically
short
lifespans.
Within
the
past
few
years
Crossfit
(a
power
based
fitness
regime),
yoga,
and
dance-­‐based
exercise
classes
have
experienced
the
highest
growth
rates,
while
Pilates,
spin
classes,
and
aquatic
classes
have
experienced
a
decline.
Specifically
in
Vancouver,
the
top
three
most
popular
workout
trends
are
dance-­‐inspired
workouts,
yoga,
and
bootcamps.
There
has
been
a
growing
preference
towards
group
fitness
classes
opposed
to
individual
exercise
especially
among
women
(Cikes,
2012).
SWOT
Strengths
Ultrafit
Bootcamp
has
already
been
largely
successful
in
their
past
ten
years
in
operation.
They
have
established
a
good
reputation
and
a
sustainable
business
model.
In
the
process
of
gaining
experience
and
earning
reputation
they
have
gathered
a
very
loyal
customer
base.
Some
clients
have
been
regular
attendees
for
up
to
six
years.
The
trainers
at
Ultrafit
are
very
enthusiastic
and
many
customers
are
drawn
to
the
bootcamp
because
of
their
expertise.
They
are
well
educated
on
multiple
facets
of
health
and
wellbeing
and
know
when
and
how
to
push
participants.
Trainers
are
able
to
offer
a
full
service
health
program
for
clients
which
is
included
in
their
membership
fee.
They
then
monitor
the
progress
of
each
client.
Customers
are
therefore
able
to
go
to
one
place
for
all
their
fitness
and
nutritional
needs.
Many
clients
are
drawn
to
the
social
aspect
of
bootcamp
and
group
exercising.
They
find
it
motivating,
and
a
way
to
distract
themselves
from
what
is
often
an
undesirable
activity.
Classes
that
can
be
adapted
for
each
customer’s
individual
fitness
levels
enable
the
group
aspect
to
work
particularly
well.
Furthermore,
a
strict
schedule
can
help
people
remain
committed
to
a
consistent
exercise
routine.
Ultrafit
has
an
impressive
success
rate
for
helping
clients
reach
their
fitness
goals.
Vancouver
and
Kitsilano
compliment
the
outdoor
aspect
of
Ultrafit.
With
a
moderate
climate
Vancouverites
are
able
to
exercise
outdoors
twelve
months
a
year.
For
many,
exercising
outdoors
is
an
enormous
advantage
of
Ultrafit’s.
Weaknesses
Although
Ultrafit
has
been
successfully
operating
for
ten
years,
we
have
identified
some
areas
to
be
improved.
Ultrafit
charges
at
a
premium
rate
which
limits
itself
from
reaching
to
broader
range
of
clients
such
as
younger
demographics.
3

7.
Furthermore,
while
the
group
and
class
style
of
program
offered
by
Ultrafit
is
a
strength,
it
is
also
a
weakness.
Ultrafit
clients
must
go
to
class
when
it
is
offered,
while
some
competitors,
like
gyms,
are
open
about
16
hours
a
day
that
gives
their
members
more
flexibility.
Compared
to
other
competitors,
Ultrafit
also
lacking
amenities
such
as
private
training
facilities,
weights,
and
exercise
equipment.
Ultrafit
is
in
need
of
a
strategic
online
digital
marketing
plan,
as
they
currently
acquire
members
mainly
through
word
of
mouth.
Ultrafit
is
under
utilizing
their
social
media
and
web
presence
as
effective
marketing
tools
relative
to
competitors.
Their
social
media
activity
could
be
more
engaging
and
relevant
for
consumers,
and
is
limited
to
only
two
platforms
(Facebook
and
Twitter).
Their
website
could
be
updated
to
be
more
appealing
and
yield
better
organic
search
results.
Opportunities
Vancouverites
have
proven
that
they
value
fitness,
health,
and
wellbeing
and
have
earned
Vancouver
the
title
of
being
Canada’s
Healthiest
City
(Ebner,
2012)..
There
is
an
opportunity
to
capitalize
on
the
demand
and
interest
in
the
fitness
industry.
As
stated,
there
is
also
the
opportunity
to
capitalize
on
key
demographic
trends.
The
mature
markets
including
the
baby
boomer
population
is
expected
to
place
more
and
more
emphasis
on
living
healthy
and
physically
active
lifestyles.
Younger
segments
are
also
expected
to
become
more
involved
in
the
fitness
industry
which
is
a
market
Ultrafit
can
better
reach
in
the
future.
Ultrafit
also
has
the
ability
to
leverage
their
very
loyal
existing
client
base.
Through
word
of
mouth,
online
and
offline,
their
loyal
clients
can
act
as
brand
advocates
bringing
new
customers
in.
Having
this
strong
existing
network
is
paramount
for
extending
their
reach
further,
especially
on
social
media.
Ultrafit
is
also
a
small,
local
company,
and
many
people
endorse
these
small
local
companies
over
those
of
national
or
international
in
scale.
They
feel
like
they
are
supporting
the
community
and
are
able
to
develop
a
personal
relationship
with
the
firm.
Threats
Because
Vancouver
is
such
a
healthy
and
fit
city,
competition
is
fierce.
Directly,
Ultrafit
must
compete
with
over
dozens
of
bootcamps.
But
indirect
competition
includes
yoga,
gyms,
running
clubs,
hiking,
skiing,
biking,
swimming;
as
well
as
free
mobile
apps,
exercise
DVDs,
and
even
YouTube.
This
is
primarily
the
result
of
an
industry
with
low
barriers
to
entry.
And
although
the
industry
is
concentrated
with
small-­‐scale
firms,
there
are
also
larger
competitors
such
as
the
YMCA,
GoodLife
Fitness,
and
YYoga
that
can
(in
some
cases)
achieve
economies
of
scale.
These
competitors
have
more
sophisticated
marketing
resources
and
budgets.
Sometimes,
these
larger
firms
can
overwhelm
the
messages
being
sent
by
smaller
firms
such
as
Ultrafit.
And
while
being
an
outdoor
fitness
program
is
one
of
the
positive
attributes
of
Ultrafit,
it
is
worth
recognizing
the
degree
of
vulnerability
this
places
on
the
firm.
Because
Ultrafit
is
an
outdoor
fitness
program
they
are
subject
to
their
natural
surroundings.
This
includes
the
noise
4

8. restrictions
in
neighborhoods
especially
in
early
mornings
or
late
at
night.
Complaints
over
the
use
of
these
public
spaces
could
be
detrimental
to
Ultrafit.
Ultrafit
relies
on
convenient
locations
to
make
their
service
accessible.
Another
threat
is
the
weather.
Many
potential
customers
may
be
deferred
by
the
idea
of
having
to
go
out
in
less
than
favorable
weather
conditions
and
may
therefore
turn
to
other
indoor
alternatives.
5

9. III.
ULTRAFIT
IN
THE
DIGITAL
ENVIRONMENT
CURRENT
DIGITAL
MARKETING
MIX
Ultrafit’s
current
digital
marketing
mix
is
currently
two
pronged,
and
includes
a
web
and
social
media
presence:
• The
website
aims
to
add
value
to
both
current
and
potential
clients.
Potential
clients
are
provided
with
an
overview
of
Ultrafit’s
services,
prices,
trainers,
and
testimonials.
They
are
also
able
to
register
and
pay
for
bootcamp
memberships.
Current
customers
are
provided
access
to
schedules,
nutritional
coaching,
and
the
opportunity
to
renew
their
memberships
at
any
time.
• Ultrafit’s
social
media
presence
is
limited
to
Facebook
and
Twitter.
Here,
they
have
acquired
a
relatively
modest
following
of
friends,
family,
and
clients.
They
contribute
content
relating
to
health,
fitness,
and
living
a
healthy
lifestyle.
KEY
CHALLENGES
IN
THE
DIGITAL
ENVIRONMENT
As
stated,
Ultrafit
competes
in
a
very
concentrated
fitness
environment.
This
situation
only
intensifies
online
and
in
social
media.
In
the
digital
landscape,
there
are
many
messages
directed
at
consumers
on
a
continuous
basis.
Different
players
therefore
compete
for
the
attention
of
the
same
target
audience.
Almost
all
competitors
in
the
fitness
industry
in
Vancouver
have
an
online
presence.
Standing
out
in
such
situation
can
be
difficult.
Therefore,
to
reap
the
benefits
of
social
media,
strategies
must
outperform
competitors
to
be
more
effective
and
more
relevant
to
consumers.
OBJECTIVES
&
GOALS
Our
goal
is
to
refresh
and
revise
Ultrafit’s
online
marketing
mix
to
better
utilize
the
tools
and
practices
available.
We
have
made
recommendations
that
will
help
Ultrafit
accomplish
these
goals.
Objectives
involve
Ultrafit’s
website,
paid
search
campaigns,
and
social
media.
OBJECTIVE
KPI
DATA
SOURCE
PAID
SEARCH
WEBSITE
Click
through
rate
(CTR)
(Goal:
Achieve
CTR
of
1.5%)
Google
AdWords,
Keywords
Metrics
Increase
number
of
inquiries,
brand
awareness,
and
attract
new
clientele
on
the
website
Visits
Bounce
rate
(Goal:
Increase
#
of
daily
visits
by
15%,
bounce
rate
of
50%)
Google
AdWords,
Keywords
Metrics
Improve
organic
search
results
Increase
website
traffic
using
Google
AdWords
campaign
Search
rank
on
Google
nd
(Goal:
Achieve
2
position
on
“Boot
Camp
Vancouver”
search)
Google
INSIGHT
ACTION
A
higher
CTR
rate
means
more
people
are
clicking
on
the
ads
and
therefore
match
customer
searches.
This
helps
drive
website
traffic
More
inquires
mean
more
potential
customers
Increase
CTR
rate
through
use
of
various
keywords
and
ad
descriptions
Efforts
to
improve
the
quality
score
given
by
Google
will
make
the
website
more
searchable
Increased
search
rank
through
website
improvements
Increase
Visits,
Decrease
Bounce
rate
6

10. SOCIAL
MEDIA
Engagement
Score-­‐
total
likes,
comments,
retweets,
replies,
likes,
and
repins
(Goal:
Improve
engagement
score
by
25%)
Extend
reach
of
social
media
to
a
broader
audience
Improve
and
foster
engagement
of
online
community
Social
connections
(Goal:
Increase
to
60%
of
total
customer
base)
Facebook:
likes,
comments,
engagement
rate,
reach
Twitter:
retweets,
replies
Instagram:
Likes,
comments
Pinterest:
likes
and
repins
Facebook:
page
likes
Twitter:
Followers
Instagram:
Followers
Increased
engagement
will
help
develop
online
community
which
will
improve
existing
customer
loyalty,
and
also
attract
new
customers
Increase
rates
of
engagement
by
improving
content
and
timing
of
tweets
More
likes,
followers
on
social
media
pages
indicates
greater
social
influence
Increase
number
of
social
connections
7

11. IV.
WEBSITE/
SEARCH
ENGINE
OPTIMIZATION
Having
good
a
good
website
is
paramount
for
attracting
and
retaining
customers.
Ultrafit’s
current
website
design
is
dull
and
unappealing,
and
does
not
optimally
present
what
Ultrafit
has
to
offer.
After
analyzing
Ultrafit’s
website,
the
following
hypotheses
and
recommendations
have
been
formulated.
HYPOTHESIS
1
-­‐
WEBSITE
By
improving
Ultrafit’s
website
in
regards
to
key
characteristics
(context,
content,
communication,
commerce,
community,
connectivity,
customization,
usability,
and
strategy)
the
website’s
bounce
rate
will
decrease
by
20%,
and
the
average
visit
duration
will
double.
PROCEDURE
By
conducting
secondary
research
on
websites
and
their
best
practices,
and
by
evaluating
the
websites
of
Ultrafit
and
their
competitors,
we
have
provided
recommendations
to
improve
Ultrafit’s
website
accordingly.
Google
Analytics
data
will
also
be
used
to
determine
and
evaluate
the
website,
and
consumer
behavior
patterns.
Due
to
limited
ability
and
time
constraint,
we
are
unable
to
test
our
hypothesis
by
physically
altering
the
website.
ANALYSIS
New
visitors
account
for
95%
of
all
Ultrafit
website
traffic.
This
means
that
95%
of
all
website
traffic
is
potential
customers.
Furthermore,
the
website
earns
a
bounce
rate
of
just
53%
which
is
considered
quite
impressive
(Smarty).
The
average
duration
of
a
visit
to
Ultrafit’s
website
is
just
56
seconds,
but
because
this
is
just
an
average,
and
therefore
includes
visitors
who
left
quickly,
and
those
who
visited
for
a
long
time,
it
should
not
be
used
to
make
definitive
conclusions
(APPENDIX
1.0).
Aggregated,
these
statistics
give
the
impression
that
the
Ultrafit
website
is
doing
well
relative
to
industry
standards.
However,
in
order
to
properly
analyze
and
evaluate
the
website,
other
characteristics
need
to
be
assessed.
Context
(Webpage
design):
Ultrafit’s
website
layout
and
design
appears
outdated,
and
does
not
immediately
engage
the
viewer.
There
is
a
lot
of
text
that
is
consolidated
in
the
middle
of
the
page
and
has
few
surrounding
graphics.
There
are
consistency
problems
regarding
font.
Furthermore,
graphics
and
logos
are
of
poor
quality
[APPENDIX
1.1].
Content:
Information
is
insightful
however
it
is
not
structured
in
a
user-­‐friendly
manner.
There
is
limited
use
of
graphics
and
videos.
The
schedule
is
clear
and
appealing.
There
are
detailed
descriptions
of
trainers,
and
of
courses
so
clients
are
able
to
know
what
to
expect
from
a
bootcamp
class.
Poor
quality
images
do
not
leverage
other
information
as
well
as
it
could.
The
video
on
the
homepage
provides
a
nice,
brief
overview
of
the
class
offered.
There
is
also
inconsistency
with
the
quality
of
the
photos
of
the
staff
members
and
customers
who
gave
reviews
APPENDIX
1.2].
Communication:
The
Ultrafit
website
communicates
with
users
through
its
content
and
through
a
blog,
a
user
interface,
and
contact
information.
The
blog
allows
for
clients
to
leave
comments
8

12. however
no
comments
are
present.
Other
contact
information
includes
a
phone
number
and
a
generic
email.
Based
on
the
nature
of
the
business
no
address
is
provided.
The
user
interface
that
supports
nutritional
and
coaching
services
is
not
used
[APPENDIX
1.3].
Commerce:
There
is
the
ability
to
register,
schedule,
and
purchase
bootcamp
sessions.
You
are
able
to
see
what
instructors
will
be
conducting
which
bootcamp,
which
class
works
for
your
schedule,
and
then
proceed
to
checkout
online
[APPENDIX
1.4].
Customization:
There
is
limited
customization
except
for
choosing
the
class
and
membership
type
on
Ultrafit’s
website.
There
is
an
online
interface
for
clients
of
the
nutritional
and
coaching
services
to
login,
journal,
and
receive
advice.
However,
many
clients
are
not
utilizing
this
service,
and
some
are
alternatively
using
mobile
applications
[APPENDIX
1.5].
Connection:
The
only
links
present
are
Ultrafit’s
Facebook
page
and
Google+
page.
The
Facebook
page
is
relatively
quiet,
and
the
Google+
account
does
not
exist.
The
blog
entries
are
also
not
shareable
on
any
other
web
pages
or
social
media
platforms
[APPENDIX
1.6].
Community:
Although
there
is
a
system
where
clients
can
comment
on
blog
posts
and
spark
discussion.
It
is
not
currently
being
utilized.
However,
the
testimonials
that
are
provided
on
the
website
do
add
a
communal
aspect
to
the
site
[APPENDIX
1.7].
Usability:
The
Ultrafit
website
is
well
laid
out,
and
is
relatively
easy
to
find
anything
you
may
need.
Clear
headings
are
located
in
the
top
right
hand
section
of
the
screen
where
the
eye
is
naturally
drawn.
Most
of
the
content
on
each
page
can
fit
in
the
screen
without
having
to
scroll.
This
helps
people
find
what
they
need
as
easily
as
possible.
The
only
portion
that
could
be
improved
is
the
scheduling
part,
as
it
is
not
clear
that
clicking
the
calendar
will
prompt
you
to
register
in
the
class
[APPENDIX
1.8].
Strategy:
Ultrafit
has
some
well
thought-­‐out
elements
on
their
website.
They
have
a
column
that
explains
‘what
makes
Ultrafit
different’
to
demonstrate
their
value-­‐added
services.
They
also
have
descriptions
of
the
trainers
(with
photos),
and
a
specific
description
of
the
classes.
Because
client-­‐fitness
trainer
relationships
can
be
very
personal
this
is
an
important
feature.
Also,
explaining
exactly
what
the
bootcamp
entails
may
make
first
time
clients
more
willing
to
give
it
a
try
because
they
know
what
to
expect.
The
FAQ
section
can
also
aid
with
this
same
issue.
Testimonials
are
genuine,
relevant,
and
from
a
variety
of
users
[APPENDIX
1.9].
Ultrafit’s
website
is
a
good
website
in
an
ugly
outfit.
It
excels
in
terms
of
usability,
content,
and
strategy;
however,
improvements
to
context,
connection,
and
community
are
required.
Particularly,
the
poor
design
may
distract
users
from
many
other
strong
points
in
the
website.
Upon
evaluation
of
key
competitors,
we
noticed
that
websites
such
as
that
of
Bootcamps
Vancouver
gave
a
great
first
impression
because
of
the
web
design
and
style
but
fell
short
in
many
other
aspects.
Although
we
did
not
think
the
Bootcamps
Vancouver
website
was
as
good
as
Ultrafit’s,
its
visual
appeal
may
be
more
enticing
for
consumers
[APPENDIX
1.10].
9

13. RECOMMENDATIONS
Excellence
in
all
categories
present
in
our
website
analysis
would
create
an
ideal
website
and
excelling
in
many
different
facets
all
contribute
to
a
positive
consumer’s
experience.
However,
from
our
analysis
and
secondary
research
we
have
concluded
that
there
are
characteristics
that
are
more
important
than
others
in
the
industry.
Therefore,
we
suggest
that
Ultrafit
takes
measures
to
improve
their
website
with
emphasis
on
context,
content,
and
usability
to
be
most
important:
•
Context
is
important
because
people
do
“judge
a
book
by
its
cover”.
Good
design
and
stylistic
consistency
at
the
very
least,
is
important
in
convincing
visitors
to
stay
on
the
site.
We
were
turned
off
by
Ultrafit’s
website
because
it
was
unattractive
and
in
turn
we
made
false
assumptions
about
the
company
as
a
whole
even
though
other
website
components
were
quite
strong.
Perhaps
work
with
an
agency
to
redesign
the
website
in
terms
of
colors,
logos,
fonts,
and
media
would
improve
the
overall
appeal.
•
Content
is
important,
especially
for
fitness
website
where
visitors
are
often
looking
for
information
about
services,
schedules,
and
pricing.
Ultrafit
currently
has
thorough
yet
concise
information.
Everything
that
you
needed
to
know
on
both
sites
was
very
clear
and
left
few
questions
unanswered.
This
needs
to
continue
to
be
executed
well.
One
recommendation
would
be
to
include
a
more
thorough
explanation
of
the
nutritional
services
offered
by
Ultrafit.
This
is
value-­‐added
component
of
the
business
that
is
not
being
described
or
capitalized
on
optimally.
•
Intuitive
usability
is
also
imperative
for
a
fitness
website
(this
characteristic
could
also
include
the
commerce
functions).
Content
is
useless
unless
it
can
be
found.
Ultrafit
is
a
smaller
company
with
a
simple
business
model,
the
content
of
their
website
can
be
easily
organized.
Again,
Ultrafit
is
currently
executing
this
quite
well.
We
do
however
recommend
better
use
of
“white
space”
(which
will
likely
be
addressed
if
the
website
is
redesigned)
to
facilitate
easier
browsing.
Other
improvements
that
would
further
improve
the
Ultrafit
website
include:
Communication:
We
suggest
that
Ultrafit
continues
its
use
of
their
blog.
It
is
currently
being
updated
on
a
consistent
basis
with
relevant
content.
Although
viewers
are
not
actively
responding
or
commenting
on
posts
we
feel
that
the
most
valuable
asset
of
this
blog
is
portraying
expertise.
That
is
to
say,
Ultrafit
is
proving
to
a
potential
customer
that
they
are
in
fact
experts
in
their
field
and
are
therefore
able
to
offer
them
a
great
fitness
program.
Blogs
also
can
have
a
positive
effect
on
organic
search
results.
Commerce:
The
checkout
system
is
very
user
friendly.
However,
Ultrafit
could
further
improve
this
experience
with
booking
confirmations
that
send
the
customer
a
schedule
they
can
print
or
save
to
their
desktop
for
their
reference
immediately
after
purchase.
This
will
contribute
to
the
overall
user
experience
and
allow
the
customer
to
be
better
informed.
Customization:
The
customization
on
the
Ultrafit
website
is
currently
limited
to
the
customers
online
profile.
One
way
to
enhance
this
feature
is
if
the
website
were
able
to
recognize
different
customers
based
on
their
visiting
habits.
For
example,
a
customer
with
an
online
profile
would
be
remembered
and
perhaps
shown
advertisements
or
suggestions
based
on
their
past
purchases.
Furthermore,
the
user
experience
could
be
enhanced
if
they
were
recognized
when
10

14. visiting
the
site.
For
example,
subtle
things
such
as
“Welcome
Sue”
at
the
top
of
the
window
could
be
a
nice
touch.
Although
a
subtle
suggestion,
these
things
make
a
big
difference
in
the
mind
of
consumers.
Also,
this
is
relatively
easy
to
achieve
in
web
development
today.
Visitors
who
have
not
visited
the
site
(or
do
not
have
an
online
profile)
would
not
get
the
same
advertisements
or
promotions
as
those
with
online
profiles.
Instead,
they
would
receive
first
time
offers
and
the
like.
Connection:
The
connectivity
of
a
website
can
help
both
add
value
and
improve
organic
search
results.
Firstly,
we
recommend
Ultrafit
links
their
website
to
all
their
social
media
platforms.
Secondly,
we
recommend
that
Ultrafit
include
links
to
other
websites
that
would
be
of
interest
to
their
customers.
For
example,
a
link
to
the
weather
network
for
Vancouver
could
be
integrated
into
the
scheduling
page,
or
a
fitness
tips
website
(that
is
not
a
competitor)
could
be
integrated
into
the
blog.
Community:
To
increase
the
communal
aspect
of
the
website,
we
suggest
the
continued
use
of
testimonials
from
a
wide
range
of
customers.
Pictures
of
Ultrafit
customers
having
fun
and
working
together
could
also
achieve
this
same
effect.
Strategy:
We
recommend
that
Ultrafit
continue
to
promote
their
value-­‐added
or
differentiating
factors
the
way
they
are
currently
doing.
However,
to
build
upon
these
strategies,
highlighting
that
Ultrafit
has
been
operating
for
ten
years,
and
has
a
very
loyal
and
long-­‐standing
customer
base
(this
can
be
done
via
testimonials)
may
also
be
effective
in
attracting
new
customers.
With
fitness
services
in
Vancouver
being
such
a
competitive
industry,
it
is
important
that
websites
give
no
reason
(or
minimize
the
possibility)
for
visitor’s
to
defect
to
a
competitors
website.
While
different
website
factors
will
contribute
to
a
better
website,
the
driving
force
behind
every
decision
must
involve
optimizing
the
user
experience.
______________________________________________________________________________
WEBSITE
-­‐
HYPOTHESIS
2
By
revising
content
(text,
graphics,
links,
and
social
media
connection),
organic
search
ranking
will
improve
from
page
five
to
page
one
when
searching
for
“Bootcamp
Vancouver”.
PROCEDURE
We
will
conduct
secondary
research
on
relevant
terms,
phrases,
and
links
to
be
included
in
website
content
to
increase
organic
search
rankings.
We
will
analyze
the
content
of
competing
websites,
and
research
search
behaviors
in
order
to
develop
content
that
will
optimize
search
engine
results.
ANALYSIS
Search
engine
optimization
is
the
process
of
getting
traffic
from
the
“free,”
“organic,”
“editorial”
11

15. or
“natural”
listings
on
search
engines.
Search
engines
like
Google,
evaluate
your
website
to
determine
where
your
website
will
rank
in
search
results.
Google
ranks
websites
on
key
word
relevancy,
landing
page,
historical
performance,
click
through
rate
and
other
relevancy
factors.
Their
model
continues
to
improve
and
change.
Currently,
Ultrafit
is
ranked
in
tenth
position
when
searching
“Bootcamp
Vancouver”
on
Google,
and
fifth
when
searching
“Bootcamp
Kitsilano”.
However,
when
searching
“fitness
classes
Vancouver”,
or
“group
fitness
Vancouver”,
Ultrafit
was
not
easily
found
[1.11].
RECOMMENDATIONS
In
the
first
hypothesis,
the
Ultrafit
website
was
discussed
in
detail.
In
general,
improving
the
overall
website
as
recommended
above
will
improve
the
organic
research
results
of
the
website.
This
is
because
Google
evaluates
a
website
based
on
a
wide
variety
of
factors.
For
example,
quality
of
content,
freshness
of
content,
historical
performance
and
click
through
rates,
all
contribute
to
the
overall
score
given
by
Google.
Some
strategies
for
improving
the
score
of
your
website
on
the
above
ranking
characteristics,
are
listed
below.
These
traits
will
also
increase
the
likelihood
that
a
viewer
directed
from
a
paid
ad
will
return
to
your
website
in
the
future.
Context:
As
discussed
earlier,
visual
appeal
is
important.
Users
are
drawn
into
well
designed,
and
visually
appealing
websites.
Good
design
gives
your
site
credibility
and
is
often
the
basis
for
first
impressions.
Bootcamps
Vancouver
for
example,
excels
in
terms
of
context.
Improving
and
updating
the
design
of
the
Ultrafit
website
in
general,
will
therefore
have
this
effect.
Content:
Creating
compelling
and
useful
content
will
likely
influence
your
website
more
than
any
of
the
other
factors.
Content
includes
keywords
included
in
the
text,
information
provided,
and
any
other
website
components.
Keywords
are
essentially
what
potential
site
visitors
may
search
in
a
search
engine.
They
are
highly
reflective
of
searching
behavior,
and
one
must
anticipate
the
differences
in
their
users.
For
example,
people
with
different
expertise
levels,
age,
career,
or
nationality,
may
search
differently.
We
suggest
working
the
following
keywords
into
the
content
of
the
Ultrafit
website
to
best
suit
the
searching
behaviors
of
different
customer
segments:
program
• Bootcamp
• Outdoor
fitness
• Fitness
results
• Fitness
classes
• Outdoor
workouts
• Fitness
goals
• Exercise
classes
• Strength
training
• Experienced
• Fun
workouts
• Flexibility
trainers
• Fun
exercise
• Agility
• Cardiovascular
• Group
fitness
• Healthy
lifestyle
workouts
• Weight
loss
• Intense
workouts
• Plyometrics
• Weight
loss
The
first
fifty
words
on
a
webpage
are
a
crucial
signal
of
relevance.
As
such,
the
tagline
on
Ultrafit’s
homepage
should
incorporate
as
many
important
keywords
as
possible.
12

16. Ultrafit’s
current
tagline
is:
“Ultrafit
Bootcamp
is
an
accelerated
Fitness
&
Nutrition
program.
We
are
here
to
motivate
you
&
help
you
achieve
your
goal
towards
becoming
a
fitter
&
healthier
individual.”
Recommended
tagline:
“Ultrafit
Bootcamp
is
an
accelerated
Fitness
&
Nutrition
program.
Our
trainers
will
guide
you
through
a
full-­‐body
workout,
and
motivate
you
to
exercise
and
stay
healthy.”
The
recommended
tagline
incorporates
more
keywords
and
synonyms,
which
may
result
in
higher
search
rankings.
Different
types
of
content
(text,
images,
videos)
will
also
increase
the
traction
of
a
website.
Adding
a
greater
number
of
high
quality
images
and
videos
to
the
Ultrafit
website,
will
help
improve
this
aspect
of
the
sight.
A
website
which
creates
new,
fresh,
and
unique
content
for
users
will
also
be
more
search
optimal
than
those
that
do
not.
The
Ultrafit
blog
can
help
accomplish
this.
By
creating
blog
posts
on
the
website,
you
are
creating
new
content
which
Google
will
consider
in
their
evaluation
of
your
website.
Content
should
be
clear
and
concise
(as
discussed
earlier).
Users
should
be
able
to
find
what
they
are
looking
for
but
should
not
be
overwhelmed
with
information
that
is
not
of
value
to
them.
Also
as
discussed
earlier,
connecting
Ultrafit’s
site
to
other
sites
will
improve
your
search
ranking.
It
also
shows
that
you
are
in
the
same
conversation
as
other
linked
sites.
Link
blending
is
a
tactic
used
by
hyperlinking
certain
words
or
phrases
in
your
website
to
another
website.
One
way,
Ultrafit
could
use
link
blending
is
demonstrated
below:
BLOG
POST
(August
13,
2013):
Whole
Grain
vs.
Wheat
Be
careful
that
you
check
your
labels.
If
it
says
wheat,
that
doesn’t
mean
it’s
whole
wheat.
It
could
just
be
wheat
flour
with
some
molasses,
very
tricky*!
Be
sure
that
it
says
“whole”
before
wheat!
*This
statement
could
be
linked
to
the
Mayo
Clinic
website
for
more
discussion
on
the
matter
à
http://www.mayoclinic.com/health/whole-­‐wheat-­‐bread/AN01512
Sites
built
around
user
integration
and
sharing
have
made
it
easier
to
match
interested
groups
of
people
with
relevant
content.
As
recommended
earlier,
this
can
be
achieved
by
linking
social
media
platforms
to
the
website.
Further
facilitating,
or
encouraging
users
to
comment
on
blog
posts
may
also
help
promote
your
website
and
build
the
reputation
of
your
brand.
Usability/Navigation:
Make
your
site
as
easy
to
navigate
as
possible.
Not
only
will
this
enhance
the
user
experience
but
will
also
help
search
engines
understand
what
content
the
Webmaster
thinks
is
important.
Google
best
understands
flowing
hierarchy,
and
using
text
for
navigation.
Ultrafit
currently
has
a
very
usable
and
easy
to
navigate
website
[APPENDIX
1.12],
however
a
few
changes
have
been
suggested
which
may
improve
Google’s
navigation
and
evaluation
of
your
website,
and
the
users
navigation
of
the
website
as
well.
These
changes
include:
13

17. Current
Website
Heading
Home
Blog
Fitness
Bootcamp
Schedule/Register
Success
Stories
Ultrafit
Team
FAQ’s
Contact
Us
Recommended
Website
Headings
Home
About
Bootcamp
Ultrafit
Team
Schedule/Register
Membership
Prices
Success
Stories
Blog
FAQ’s
Contact
Us
URL
Names:
Shorter
URL
names
perform
better
in
Google
search
rankings
than
longer
ones.
Ultrafit’s
URL
names
are
all
short
and
concise,
usually
containing
only
one
word
after
“www.Ultrafit.ca”.
For
example,
success
stories
from
customers
are
under
“www.Ultrafit.ca/Stories”,
while
class
information
is
under
“www.Ultrafit.ca/Bootcamp”.
While
these
short
URL
names
are
advantageous,
they
could
incorporate
more
relevant
keywords
that
will
also
increase
search
rankings.
The
proposed
changes
are
as
follows:
www.Ultrafit.ca/Bootcamp
à
www.Ultrafit.ca/Bootcamp-­‐Class
www.Ultrafit.ca/Team
à
www.Ultrafit.ca/Fitness-­‐Trainers
www.Ultrafit.ca/Stories
à
www.Ultrafit.ca/Customer-­‐Testimonials
www.Ultrafit.ca/Blog
à
www.Ultrafit.ca/Fitness-­‐Blog
www.Ultrafit.ca/Schedule
à
www.Ultrafit.ca/Class-­‐Schedule
www.Ultrafit.ca/Membership
à
www.Ultrafit.ca/Membership-­‐Fees
CURRENT
URL
RECOMMENDED
URL
DESTINATION
www.Ultrafit.ca/Bootcamp
www.Ultrafit.ca/Bootcamp-­‐Class
Class
description
www.Ultrafit.ca/Team
www.Ultrafit.ca/Fitness-­‐Trainers
Description
of
trainers
www.Ultrafit.ca/Stories
www.Ultrafit.ca/Customer-­‐Testimonials
Customer
Testimonials
www.Ultrafit.ca/Blog
www.Ultrafit.ca/Fitness-­‐Blog
Blog
www.Ultrafit.ca/Schedule
www.Ultrafit.ca/Class-­‐Schedule
Bootcamp
Schedule
www.Ultrafit.ca/Membership
www.Ultrafit.ca/Membership-­‐Fees
Prices
Page
Titles:
Page
titles,
similar
to
URL
names,
should
be
a
short
and
concise
description
of
a
page’s
content,
and
also
include
relevant
keywords.
Ultrafit’s
page
titles
are
currently
well
labeled
and
give
a
clear
idea
of
what
the
webpage
will
be
about.
For
example,
“Schedule/Register
-­‐
Ultrafit
Bootcamp”,
and
“Contact
Us
-­‐
Ultrafit
Bootcamp”
accurately
describe
the
content
of
the
page.
The
only
recommendation
involves
the
“www.Ultrafit.ca/Bootcamp”
page,
which
is
currently
“For
All
Fitness
Levels
-­‐
Ultrafit
Bootcamp”.
This
should
be
changed
to
“About
Bootcamp
–
Ultrafit
Bootcamp”.
We
think
that
this
may
be
a
better
description
because
it
better
explains
what
the
page
is
about.
Although,
“For
All
Fitness
Levels”
may
send
the
message
that
boot
camp
14

18. can
be
in
fact
for
anyone,
it
does
not
concisely
explain
the
page
and
therefore
may
be
more
effective
as
a
subtitle
or
tag
line
elsewhere
[APPENDIX.13].
Meta-­‐Descriptions:
Meta-­‐descriptions
appear
under
the
page
title
in
search
results,
and
should
compel
the
viewer
to
click
on
the
link
[APPENDIX
1.14].
These
should
include
the
relevant
keywords,
and
be
kept
short
and
concise.
Some
of
Ultrafit’s
existing
descriptions
are
effective,
such
as
“What
to
Expect.
Here
are
some
Real
Results
that
our
members
have
experienced.
3-­‐15lbs
loss;
2-­‐5%
drop
in
body
fat;
25-­‐200%
strength
increase;
Inches
lost...”
for
“www.Ultrafit.ca/Bootcamp”.
Others
such
as
“Owner
&
Operator
of
Ultrafit
Bootcamp
Ltd.
BCRPA
Group
Fitness
Leader;
Sports
Nutrition
Specialist;
Bootcamp
Instructor
Trainer;
Level
1
Kickboxing
Instructor...”
appears
to
have
just
automatically
been
taken
from
the
webpage’s
content
on
“www.Ultrafit.ca/Trainers”.
A
better
description
could
include
something
that
is
more
easily
understood
by
potential
customers.
These
customers
may
be
intimidated
or
simply
not
understand
fitness
expert
vocabulary.
An
alternative
could
include:
“Our
professional
team
of
trainers
hold
certificates
and
experience
in
the
field
of
fitness
and
health.
We
are
energetic
and
enthusiastic...”.
Another
suggestion
is
to
revise
the
“www.Ultrafit.ca/Schedule
meta-­‐tag
that
should
describe
”
what
to
expect
about
when
Ultrafit
offers
its
Bootcamp.
Instead
of
the
current
meta-­‐tag:
“What
makes
Ultrafit
Unique?
Access
to
online
Nutritional
&
Fitness
journal;
Nutritional
Coaching;
Health
&
Nutrition
topics
at
each
class;
Weekly
home
workout...”,
it
may
be
more
valuable
to
describe
how
Ultrafit
can
accommodate
your
schedule
as
it
offers
over
twelve
classes
a
week
to
chose
from.
Search
engine
optimization
is
not
a
simple
phenomenon.
It
is
complex,
dynamic,
and
relative
to
the
practices
of
your
competitors.
When
making
decisions
regarding
search
engine
optimization,
the
top
priority
is
to
optimize
the
experience
of
the
customer.
If
the
customer
likes
your
site,
explores
your
site,
and
finds
what
they
are
looking
for
this
will
be
translated
into
a
good
organic
search
ranking.
15

19. V.
PAID
SEARCH
(GOOGLE
ADWORDS)
HYPOTHESIS
1
–
DRIVING
TRAFFIC
WITH
GOOGLE
ADWORDS
A
$100
spend
in
AdWords
will
provide
60
clicks,
and
therefore
direct
potential
customers
to
the
website.
PROCEDURE
Using
Google
AdWords,
we
developed
a
pay
per
click
ad
campaign
to
promote
the
Ultrafit
website.
The
campaign
extended
for
a
period
three
weeks,
with
an
aggregated
total
spend
of
$225.
Although
our
targeted
spend
was
$100,
a
technical
difficulty
(human
error)
forced
us
to
spend
more*.
Variables
such
as
keywords,
ad
descriptions,
and
ad
titles
were
manipulated
and
the
consequential
effect
on
click
through
rate
and
impressions
were
observed.
*
Although
we
were
carefully
monitoring
our
spending
on
Google
AdWords,
we
failed
to
notice
that
what
we
thought
was
total
spent
was
actually
weekly
spend.
This
may
be
something
Ultrafit
should
look
out
for
if
they
complete
their
own
AdWords
campaign.
ANALYSIS
Analysis
of
Current
Practices:
Ultrafit
initially
did
not
include
paid
search
in
their
digital
marketing
mix.
However,
we
feel
that
provided
the
competitive
nature
of
the
fitness
industry
in
Vancouver
and
the
degree
of
saturation
in
the
digital
landscape
paid
advertising
has
huge
potential
for
Ultrafit.
Some
of
the
benefits
for
Ultrafit
using
the
paid
search,
and
particularity
Google
AdWords
are
listed
below:
•
•
Immediate
Results:
As
soon
as
your
AdWords
account
is
activated
your
ad
starts
to
appear
to
users
searching
for
your
product
or
service.
Instantaneous
implementation
yields
faster
results
than
many
other
traditional
marketing
tactics.
•
Measurability:
You
are
easily
able
to
see
how
many
people
have
seen
and
clicked
on
your
ads.
Weekly
and
monthly
ads
are
also
provided
to
evaluate
the
success
of
your
campaigns.
•
You
only
Pay
for
Results:
Google
AdWords
offers
a
“Pay
Per
Click”
system
so
that
you
only
pay
if
a
user
clicks
on
your
ad
to
visit
your
website.
This
means
you
are
not
paying
to
rent
space
but
merely
to
reap
the
benefits
of
a
potential
customer
viewing
your
website.
•
To
Attract
Customers:
In
North
America,
90%
of
people
search
for
a
product
or
service
on
Google.
When
a
customer
makes
a
search
relating
to
Ultrafit,
boot
camp,
and
fitness
in
Vancouver,
the
results
will
include
your
competitors,
so
it’s
important
that
you’re
included
too.
Using
Google
AdWords,
you
increase
your
likelihood
of
being
seen
and
clicked
on
when
potential
consumers
are
searching.
In
fact,
World
Stream
Research
concluded
that
sponsored
results
account
for64.6%
of
clicks
for
high
commercial
intent
keyword
searches.
Flexibility
and
Control:
Google
AdWords
allows
changes
to
keywords
or
ad
descriptions
to
be
made
at
any
time.
Therefore,
if
certain
keywords
are
not
being
clicked
they
can
be
16

20. removed
and
new
ad
words
can
be
included.
The
termination
of
a
campaign
is
available
at
any
time.
AdWords
campaigns
can
be
customized
to
target
different
local
geographic
locations
or
language
groups.
•
Accommodates
a
Small
Budget:
On
Google
AdWords
there
is
no
minimum
spend,
and
therefore
can
be
as
small
as
$1
a
day.
Therefore,
an
AdWords
campaign
does
not
have
to
be
a
huge
financial
commitment.
•
AdWords
can
Improve
Organic
Traffic:
A
visitor
that
got
directed
to
your
site
from
a
paid
advertisement
may
become
a
repeat
visitor
and
return
to
your
website
from
an
organic
search
in
the
future.
This
will
improve
your
organic
search
results
and
therefore
improve
the
accessibility
of
your
website.
•
AdWords
is
Easier
than
SEO:
Although
search
engine
optimization
is
a
very
important
aspect
of
your
digital
web
presence,
AdWords
is
often
much
easier
to
implement.
SEO
requires
altering
your
web
content
that
may
include
working
with
a
web
developed.
For
many
small
businesses,
like
Ultrafit,
this
is
simply
not
realistic.
Therefore,
paid
search
can
be
used
in
order
to
achieve
better
search
results,
however
without
the
hassle
of
altering
your
web
content.
(Gabbert,
2012)
Google
AdWords
Campaign
Analysis:
Campaign
Launch:
When
developing
the
ad
that
would
be
viewed
by
searchers
we
knew
we
had
to
keep
our
target
consumers,
how
they
might
search,
and
what
they
find
appealing
in
mind.
We
began
by
running
tests
on
Google
to
see
how
competitors
approached
their
ads.
When
searching
“boot
camp
Vancouver”
ads
from
Contenders
training
studio,
Kalev
Fitness
Solutions,
and
other
appeared
in
promoted
ads.
“Fitness
classes
Vancouver”
brought
ads
for
Downtown
Vancouver
Bootcamp,
“Richmond
Oval”,
and
others.
Because
these
were
all
direct
competitors,
we
knew
that
using
some
of
the
tactics
they
employed
would
be
a
good
starting
point.
Key
takeaways
from
examining
other
promoted
fitness
ads
helped
us
develop
Ultrafit’s
as
well:
•
Headline:
The
headline
must
communicate
the
benefits
of
the
company
in
a
detailed
manner.
This
may
involve
a
call
to
action
or
value
proposition.
Using
your
brand
or
company
names
were
not
as
common
(and
presumably
not
as
effective).
•
Description
lines:
The
description
lines
must
describe
your
benefits,
value
proposition,
or
call
to
action
in
more
detail.
For
example,
for
our
first
ad
we
chose:
“Improve
your
fitness
&
overall
health;
Try
is
out,
1
week
unlimited
$30”
•
Display
URL:
The
display
URL
needed
to
be
short
and
simple.
We
chose
to
make
the
display
URL
www.ultrafit.ca.
We
chose
this,
as
it
is
the
only
part
of
the
ad
that
has
the
company
name.
•
Destination
URL:
This
needed
to
direct
the
consumer
to
what
the
ad
was
talking
about.
In
our
case,
the
destination
URL
took
searches
to
the
pricing
page
of
Ultrafit’s
website.
17

21. The
first
ad
in
our
campaign
looked
as
follows:
Kitsilano
Bootcamp
Improve
your
health
&
overall
fitness
Try
it
out,
1
week
unlimited
$30
www.ultrafit.ca
When
first
launching
our
Google
AdWords
campaign,
our
keyword
strategy
was
based
on
demographic
and
geographical
segmentation
in
order
to
ensure
we
were
attracting
the
right
consumers.
We
used
the
keyword
generator
to
identify
some
recommended
terms
while
also
keeping
in
mind
that
these
are
simply
suggestions
from
Google.
We
then
took
these
recommendations
and
further
defined
them
based
on
our
target
market.
For
example,
“boot
camp
for
moms”
was
a
term
that
we
chose
because
we
identified
mothers
as
a
key
target
audience
for
Ultrafit.
To
better
understand
our
keyword
selection
process,
below
are
some
examples
from
the
beginning
of
our
campaign
along
with
our
thought
process
behind
each:
•
Boot
Camp:
This
term
along
with
variations
of
the
term
was
the
first
we
agreed
on,
as
it
is
the
name
of
the
service
Ultrafit
offers.
Furthermore,
it
is
in
the
name
of
the
company.
When
searching
the
term,
we
also
noticed
that
there
weren’t
many
bootcamps
in
Vancouver
(relative
to
other
fitness
services)
so
bidding
on
this
term
would
be
a
great
way
to
improve
Ultrafit’s
ranking.
•
Fitness
Classes:
Our
second
thought
when
designing
search
terms
was
what
kind
of
similar
services
would
people
looking
to
stay
fit
be
searching.
We
identified
fitness
classes
as
a
broad
term
that
consumers
would
likely
search
if
they
were
looking
to
get
fit.
Lose
Weight:
We
also
chose
terms
based
on
what
consumers
would
want
to
get
out
of
a
bootcamp.
We
identified
weight
loss
as
a
key
goal
for
many
and
included
this
in
our
keyword
portfolio.
To
compliment
these
search
terms,
we
segmented
our
campaign
based
on
geographical
region
so
that
we
were
only
dealing
with
those
in
the
Vancouver
area.
We
also
honored
the
regions
multi-­‐cultural
nature
by
including
various
languages
such
as
English,
French,
Mandarin,
Japanese
and
Chinese
in
order
to
capture
those
who
might
have
browser
settings
in
other
languages.
Because
we
had
not
run
an
AdWords
campaign
before,
we
decided
that
a
small
amount
of
search
terms
would
be
used
to
start
so
that
we
could
conduct
further
analysis
after
a
couple
of
days
and
adjust
our
terms
accordingly.
This
proved
to
be
beneficial
as
many
of
the
terms
we
included
in
our
campaign
were
not
specialized
enough
or
had
too
high
of
a
bid
price
compared
to
our
allocated
budget.
[APPENDIX
2.0]
•
18

22. Day
5:
After
our
first
evaluation,
we
concluded
that
with
the
exception
of
a
few,
the
original
keywords
we
chose
we
much
too
broad.
We
did
however
identify
three
key
words
we
wished
to
further
define
by
including
target
audiences
or
segments.
These
three
keywords
were:
fitness,
boot
camp
(and
bootcamp),
and
weight
loss.
To
modify
“fitness”
we
added
“fitness
classes”,
“group
fitness’,
“fitness
for
mom”,
“fitness
for
women”,
and
others.
To
modify
“bootcamp”
we
added
“boot
camp
for
moms”.
And
to
modify
“weight
loss”
we
added
“weight
loss
tips”.
We
took
out
terms
such
as
‘health
consultation’
because
we
noticed
that
there
were
no
impressions
or
clicks.
We
also
thought
that
these
terms
were
not
indicative
of
user
search
behavior.
Other
terms
we
added
at
this
time
included
“fun
workouts”,
“couple’s
workouts”
[APPENDIX
2.1].
Day
10:
After
day
10,
we
were
still
not
impressed
with
our
results
as
we
had
not
yet
reached
our
goal
of
a
1.5%
CTR.
To
our
surprise,
keywords
we
thought
would
be
used
by
potential
Ultrafit
customers
such
as
“fitness
for
women”,
or
“workouts
for
moms”
were
unsuccessful
in
both
impressions
and
clicks.
We
drastically
increased
the
number
of
keywords
[APPENDIX
2.2].
Our
approach
to
keywords
in
this
phase
was
quantity.
We
were
clearly
missing
the
terms
that
our
target
audience
was
searching,
and
therefore
we
increased
the
number
of
keywords
included
in
the
campaign
again.
These
keywords
were
based
upon
value-­‐sought
attributes
of
our
audience.
Some
of
the
keywords
we
added
were:
“health
and
fitness”,
“quick
weight
loss”,
“fast
weight
loss”,
“exercise
plan”,
“personal
trainer”,
“weight
loss
for
brides”,
“boot
camp
for
brides”,
and
others.
We
revised
our
bid
strategy
multiple
times
to
see
if
it
could
help
us
generate
more
clicks.
With
a
goal
to
increase
the
number
of
click
we
were
receiving,
we
altered
the
bid
strategy
for
the
keywords
that
were
generating
the
most
impressions.
These
keywords
were
“fitness
classes”,
“fitness
trainer”,
“boot
camp”,
and
“weight
loss
bootcamp”.
For
these
keywords,
we
employed
the
‘maximize
clicks’
strategy
that
is
set
by
Google.
After
a
few
days,
this
strategy
did
not
bring
a
significant
increase
in
clicks.
Therefore,
we
tried
the
“manual
cost-­‐per-­‐click”
bid
strategy
and
set
the
bid
for
our
best
perform
keywords
slightly
higher
than
they
had
been
previously
set.
To
generate
additional
clicks
and
potentially
appeal
to
more
people,
we
created
another
ad
that
would
represent
our
campaign.
It
was
inspired
by
the
high
impressions
generated
by
our
‘weight
loss’
key
words
and
also
by
what
we
thought
appealed
to
our
audience.
The
new
ad
appeared
as
follows:
Weight
Loss
Bootcamp
Health
&
Fitness
Results
Guaranteed
Try
it
out,
1
week
unlimited
$30
www.ultrafit.ca
Day
15
(End
of
Campaign):
Based
on
the
changes
we
made
to
the
campaign
on
Day
10,
we
saw
a
significant
increase
in
impressions
and
clicks
on
a
few
keywords.
They
were
the
following:
19

23. KEYWORD
Fitness
Classes
Fitness
Trainer
Boot
Camp
Bootcamp
Fitness
Trainer
CLICKS
12
3
12
6
3
IMPRESSIONS
1586
693
1220
786
693
We
feel
the
significant
increase
in
clicks
and
impressions
was
largely
due
to
the
increased
minimum
cost
per
click
we
bid,
but
also
the
relevance
of
the
keywords
to
our
target
audience.
By
the
end
of
the
campaign
we
had
made
269,871
impressions
and
a
total
of
215
clicks.
This
means,
we
can
say
that
our
campaign
directed
215
potential
customers
to
the
website
that
would
have
otherwise
not
visited.
Our
initial
goal
of
60
was
long
surpassed.
We
did
not
reach
our
goal
of
a
1.5%
CTR.
We
achieved
a
CTR
of
0.08%
and
an
average
position
of
2.5.
Upon
reflection
we
were
satisfied
with
this
result
considering
the
number
of
companies
bidding
for
ad
space
in
the
industry,
and
have
acknowledged
that
a
CTR
of
1.5%
may
have
been
too
ambitious.
Therefore;
we
were
pleased
with
out
attempt
at
this
short
AdWords
campaign.
RECOMMENDATIONS
If
Ultrafit
were
to
begin
including
Google
AdWords
into
their
digital
marketing
mix,
we
would
recommend
that
they
make
decisions
based
on
key
insights
we
gained
through
our
trials.
Furthermore,
December
and
January
when
people
being
to
make
their
new
years
resolutions,
which
often
involve
fitness,
would
be
a
great
time
to
start
running
an
AdWords
campaign.
They
would
be
therefore
able
to
take
advantage
of
a
potentially
increased
number
of
searches.
1.
Keywords:
Relevancy
is
key
in
this
industry.
Keeping
keywords
connected
with
the
service
offered,
outcome
desired,
and
benefits
of
the
company
were
all
important
in
order
to
maximize
clicks.
Terms
must
not
be
too
specific
nor
too
broad.
For
example,
“Boot
Camp”
(and
“bootcamp”)
was
our
strongest
term
with
a
click
through
rate
of
.88%.
Terms
that
were
too
specific
such
as
“Boot
Camps
for
moms”
did
not
perform
nearly
as
well.
Terms
that
were
too
broad
in
scope
such
as
‘fitness’,
required
a
much
higher
bid
price
and
were
less
specialized
to
the
specific
demographic
we
were
trying
to
target.
2.
Bid
Strategy:
Google’s
bid
suggestions-­‐
auto
bid
prices,
are
a
good
place
to
start.
In
general,
it
at
least
allows
your
ad
to
compete
for
a
display
position.
However,
if
you
identify
keywords
in
which
you
believe
will
lead
to
further
inquiry
or
even
purchase,
increasing
the
bid
manually
can
be
a
good
approach.
This
increase
in
bid
price
can
be
based
upon
the
average
CPC
that
is
displayed
in
the
AdWords
dashboard.
Remember
that
you
are
able
to
set
a
maximum
spend
for
the
day
in
order
to
control
you
AdWords
expenditure.
3.
Ad
Design:
With
regards
to
how
to
design
the
specific
ad,
there
are
a
number
of
important
things
to
keep
in
mind.
First
of
all,
it
is
important
that
the
headline
is
company
specific
and
contains
relevant
terms.
The
description
lines
should
offer
insight
into
the
product
or
service
offered
and
how
it
can
benefit
the
consumer.
Finally,
the
link
should
be
short
and
link
directly
to
the
page
that
is
most
relevant
to
the
description.
20

24. VI.
SOCIAL
MEDIA
Ultrafit’s
current
social
media
presence
includes
activity
on
Facebook
and
Twitter.
Despite
limited
engagement
on
these
platforms,
Ultrafit
is
active
and
posting
consistently.
FACEBOOK
Ultrafit
currently
has
95
likes
on
Facebook
and
are
posting
content
on
a
regular
basis.
Ultrafit
is
making
efforts
to
engage
their
audience
on
Facebook
however
adjustments
can
be
made
to
refine
their
strategies.
HYPOTHESIS
1
-­‐
TIMING
By
creating
a
timeline
for
social
media
posts,
posts
reach
and
engagement
will
increase
by
approximately
50%
HYPOTHESIS
2
-­‐
CONTENT
Strategically
chosen
content
will
increase
social
media
engagement
among
clients
and
Ultrafit
by
10%.
PROCEDURE
We
will
analyze
past
Facebook
data
using
Facebook
Insight
tools
to
determine
the
best
time
and
best
content
to
post
on
Facebook
to
achieve
the
greatest
levels
of
engagement.
This
will
be
supplemented
by
analyzing
best
practices
on
Facebook
and
drawing
conclusions
from
our
secondary
research.
[Actual
tests
regarding
content
and
timing
on
Facebook
were
not
performed,
as
we
did
not
have
posting
authority]
ANALYSIS
Statistics
show
that
Canadians
are
the
most
active
Facebook
users
globally,
and
about
74%
of
users
check
their
news
feeds
daily
which
is
about
14
million
of
population.
This
demonstrates
how
Facebook
would
be
a
great
platform
to
advertise,
expand,
and
reach
many
customers
(Wadsworth,
2013).
Ultrafit’s
Facebook
page
is
their
most
active
social
media
platform.
We
believe
that
there
is
huge
potential
for
Ultrafit
to
leverage
its
Facebook
page
to
strengthen
its
position
in
the
digital
environment.
The
most
important
Facebook
metrics
include
volume,
reach,
engagement,
influence,
and
share
of
voice.
Volume
is
a
simple
counting
metric,
which
can
be
measured
by
the
number
of
total
page
likes
and
the
number
of
posts
likes.
Reach
refers
to
the
spread
of
a
social
media
conversation;
therefore
it
measures
the
potential
audience
size.
Engagement
metrics
involve
the
extent
in
which
people
participate
in
the
conversation
about
your
brand.
Influence
is
a
vague
metric
that
considers
the
impact
from
your
Facebook
fans.
Finally,
the
share
of
voice
21

25. considers
what
percentage
of
the
overall
conversation
about
your
industry
is
focused
on
your
brand
in
comparison
to
your
main
competitors
(Davis,
2012).
Since
the
main
goal
of
Ultrafit
is
to
increase
the
brand
awareness
and
attract
more
potential
clients,
we
believe
that
volume,
reach
and
engagement
should
be
the
three
key
indicators
for
us
to
improve
on.
A
recent
study
points
out
that
an
average
Facebook
users
have
229
friends
(An
average
Facebook,
2013),
therefore
considering
the
large
amount
of
information
an
average
Facebook
user
receives
each
day,
if
the
post
are
not
strategically
chosen
in
terms
of
timing
and
content,
they
may
be
washed
out
from
its
targeted
clients’
news
feed
before
being
seen
or
it
will
get
ignored.
Timing
On
Facebook,
to
gain
desired
levels
of
engagement
it
is
important
for
your
posts
to
show
up
on
the
news
feeds
of
your
audience.
Currently,
50%
of
Ultrafit’s
Facebook
posts
are
posted
at
around
10:00am
and
the
rest
are
posted
at
various
times
throughout
the
day.
Through
secondary
research
we
found
out
that
most
posts
that
were
posted
in
the
evening
around
6:00pm
generate
more
reach
and
engagement.
Furthermore,
we
compared
two
of
Ultrafit’s
posts
with
similar
content
that
were
posted
at
different
times
of
the
day.
We
saw
that
they
resulted
in
significant
differences
in
terms
of
reach
and
engagement.
In
fact
the
post
posted
around
10:00am
had
70%
less
reach
and
800%
less
engagement
compared
with
that
of
the
6:00pm
post
[APPENDIX
3.0].
Generally
speaking,
it
is
usually
the
least
effective
to
post
during
the
work
day
(9:00am-­‐5:00pm),
and
more
effective
to
post
in
the
evenings
or
early
mornings
(Cormier,
2013).
However,
Ultrafit
needs
to
determine
what
the
‘prime
time’
is
for
reaching
their
target
market
on
Facebook.
Therefore,
we
suggest
that
Ultrafit
posts
at
different
times
throughout
the
day
with
similar
content
to
determine
the
time
that
reaches
the
largest
number
of
people.
Reach
is
shown
to
the
admins
of
the
Facebook
page
at
the
bottom
of
a
post.
Content
A
recent
study
revealed
that
photos
posted
on
Facebook
Pages
receive
53%
more
Likes
than
the
average
post.
Comparison
also
illustrated
that
each
businesses'
average
comments-­‐per-­‐photo
to
their
overall
average
comments-­‐per-­‐post
and
found
that
photo
posts
attracted
104%
more
comments
than
the
average
post,
too.
(Corliss,
2012)
Experts
also
indicate
that
that
engaging,
relevant
content
is
the
most
important
tool
small
business
owners
have
in
creating
a
meaningful
Facebook
relationships
with
their
target
audience
(Karol,
2013).
Currently,
most
Ultrafit
posts
are
pictures.
However,
the
content
sometimes
appears
irrelevant
and
attracts
very
few
people.
For
example,
we
believe
that
the
Friday
Fun
posts
are
a
great
way
to
demonstrate
personality
and
lighthearted
humor,
however
we
think
that
they
would
be
more
effective
if
they
were
a
little
more
on
topic
(had
something
to
do
with
living
a
healthy
lifestyle)
[APPENDIX
3.1].
In
order
to
accurately
define
the
content
that
would
attract
most
attention
from
Ultrafit’s
Facebook
fans,
we
suggest
to
using
scheduled
posting
plan
with
different
relevant
topics
and
recording
how
they
are
recieved
to
test
which
topics
are
most
effective.
22

26. RECOMMENDATIONS
Since
post
content
and
timing
are
closely
related,
we
suggest
a
combined
Facebook
posts
schedule
for
a
three-­‐week
cycle
is
shown
below.
This
cycle
can
be
used
over
and
over
again
if
the
times
are
adjusted.
This
will
be
a
good
start
for
Ultrafit
to
determine
the
type
and
timing
of
Facebook
posts
that
are
most
effective.
Ultrafit
will
need
to
continue
monitoring
how
their
target
audiences
perceives
their
Facebook
activity.
This
can
be
determined
by
observing
how
many
people
like
which
type
of
posts,
what
generates
discussions,
what
topics
are
particularly
relevant
to
the
people
attending
bootcamp?
MONDAY
Week
3
Week
2
Week
1
TUESDAY
6:00am
-­‐
Picture
of
the
client
of
the
day
WEDNESDA
Y
8:00am
-­‐
Picture
of
Instructor
of
the
day
10:00am
-­‐
Motivation
Post
THURSDAY
FRIDAY
SATURDAY
SUNDAY
11:00am
-­‐
Healthy
eating
recipe
7:00am
-­‐
Sports
gear
recommen
dation
10:00am
-­‐
Quick
workout
Routine
9:00am
-­‐
Workout
ideas
6:00pm
-­‐
Motivation
Post
12:00pm
-­‐
Picture
of
the
client
of
the
day
2:00pm
-­‐
Picture
of
Instructor
of
the
day
3:00pm
-­‐
Healthy
eating
recipe
12:00pm
-­‐
Sports
gear
recommen
dation
11:00am
-­‐
Quick
workout
Routine
5:00pm
-­‐
Workout
ideas
9:00pm
-­‐
Motivation
Post
7:00pm
-­‐
Picture
of
the
client
of
the
day
10:00pm
-­‐
Picture
of
Instructor
of
the
day
11:00pm
-­‐
Healthy
eating
recipe
10:00pm
-­‐
Sports
gear
recommen
dation
7:00pm
-­‐
Quick
workout
Routine
11:00pm
-­‐
Workout
ideas
The
table’s
cells
highlighted
in
grey
indicate
the
posts
content/time
combinations
we
believe
will
be
the
most
engaging
for
consumers.
These
predictions
consider
who
Ultrafit’s
audience
is
(working
women
over
the
age
of
30)
and
typical
social
media
usage
patterns
of
adults
in
Canada.
Some
of
the
popular
content
we
have
identified
are
picture
of
the
day,
training
pictures
of
instructors,
healthy
eating
recipes,
workout
ideas,
workout
tips,
motivate
images,
and
sports
gear
recommendations.
With
these
seven
categories,
Ultrafit
could
try
to
make
daily
posts
based
on
the
themes
and
cultivate
viewers
to
anticipate
and
follow
different
posting
regimes.
The
reasoning
for
identifying
these
topics
of
Facebook
content
along
with
sample
posts
are
shown
below:
STRATEGIC
REASONING
Motivational
Post
Sometimes
even
the
most
committed
customers
are
going
to
need
some
encouragement.
A
motivational
post
will
therefore
be
relevant
and
relatable
to
customers.
SAMPLE
POST
“Sally
lost
5
pounds
by
working
hard
at
bootcamp.
You
can
too!”
(Post
picture
of
Sally
looking
fabulous)
“You’re
one
workout
away
from
a
good
mood!”
23

27. Client
of
the
Day
Picture
Those
people
concerned
with
living
an
active
lifestyle
are
also
likely
concerned
with
eating
right
too.
Posting
recipes
that
are
suggested
by
‘experts’
(trainers)
would
be
particularly
valuable
to
Ultrafit
customers.
[My
favorite
snack:
Apples
with
unsweetened
peanut
butter!
Satisfying
and
delicious!]
Again,
this
is
a
relevant
and
perhaps
value-­‐added
post.
It
further
establishes
the
expertise
Ultrafit
holds.
Speaking
directly
to
local
sports
gear
companies
in
could
also
be
effective
(See
hypothesis
3).
“Whether
your
workout
involves
running,
walking,
sports
or
gym
equipment,
a
decent
sport
shoe
is
a
must.
Injury
caused
by
inappropriate
shoes
can
needlessly
derail
your
fitness
or
weight
loss
attempt”
In
our
busy
lives
we
are
pressed
for
time.
Quick
workout
ideas
can
encourage
a
health
and
active
lifestyle
even
when
our
busy
schedules
get
the
best
of
us.
This
continuous
promotion
of
an
active
lifestyle
are
important
in
maintaining
and
establishing
the
values
of
the
Ultrafit
brand.
Posting
exercises
that
have
been
done
in
bootcamp
may
also
spark
conversations
and
get
you
audience
talking!
“Adding
wall
sits
to
the
end
of
every
run
will
strengthen
your
quads,
hamstrings
and
glutes,
improving
your
speed
and
endurance”
These
simple
tips
are
things
consumer
may
find
interesting
or
try
during
a
workout
of
your
own.
You
may
even
wish
to
post
tips
"Don't
strive
for
perfection
or
an
improbable
goal
that
can't
be
met,
focus
instead
on
increasing
healthy
behaviors!"
Workout
Tips
Healthy
Eating
Recipe
[Insert
picture
of
a
trainer
doing
a
handstand
or
something
novel
to
grab
attention
of
audiences]
Sports
Gear
Recommendation
Instructor
Picture
[Insert
picture
of
a
client]
*A
variety
of
clients
of
different
demographics
will
establish
relevance
a
large
portion
of
customers
Quick
Workout
Idea
Choose
someone
who
is
working
hard,
or
who
has
a
great
attitude
in
class.
Ask
if
you
can
take
a
picture.
This
is
likely
to
spark
conversation
from
other
bootcamp
clients
and
also
bring
the
bootcamp
community
in
to
the
sphere
of
social
media.
In
any
company,
the
people
are
the
most
valuable
asset.
Show
off
the
Ultrafit
trainers
on
Facebook
doing
something
interesting.
This
not
only
appeals
to
customers,
but
also
to
your
customer’s
friends
(potential
customers)
who
may
think
the
trainers
could
be
of
value
to
them
as
well.
______________________________________________________________________________
HYPOTHESIS
3
–
INFLUENCERS
By
expanding
our
network
to
include
key
influencers
we
will
engage
in
20%
more
conversations.
This
will
help
Ultrafit
acquire
exposure
and
credibility.
PROCEDURE
We
will
monitor
and
analyze
to
identify
key
influencers
on
Facebook
that
are
relevant
in
our
community.
We
will
explore
how
to
develop
relationships
with
them
which
may
help
increase
our
own
exposure,
connectivity
to
the
community,
and
further
establish
Ultrafit’s
credibility.
24

28. ANALYSIS
Key
influencers
are
the
people
who
can
actually
drive
sales
and
awareness
convincingly.
It's
the
size
of
their
potential
impact
that
makes
them
key
influencers—and
it's
their
access
to
your
target
market
that
makes
them
key
to
Ultrafit’s
success.
At
the
present
time,
Ultrafit
only
follows
six
company
pages
and
does
not
make
any
effort
to
interact
with
them.
However,
unlike
Twitter
or
Instagram,
on
Facebook
you
have
to
be
bilateral
friends
to
be
able
to
post
or
comment
on
personal
pages.
As
a
business
page,
it
would
be
unreasonable
to
directly
add
opinion
leader’s
personal
page.
Therefore,
identifying
influencers
that
are
other
businesses
and
interacting
with
them
will
be
the
most
effective,
and
feasible
approach
to
expand
its
circle
of
influence.
RECOMMENDATION
The
fitness
and
healthy
lifestyle
communities
in
Vancouver
are
large.
They
include
many
players
that
very
in
expertise,
approach,
and
behavior.
Ultrafit
should
follow
local,
small
to
medium
sized
sport
gear
stores
such
as
The
Run
Inn.
These
businesses
largely
share
the
same
market
as
they
all
targeting
people
who
are
looking
to
be
fit
but
providing
products
and
services
to
them
at
different
aspects
as
supplementary
partners.
Therefore,
by
interacting
with
each
other
on
Facebook,
they
could
leverage
each
other’s
existing
market
and
grow
it
to
a
bigger
one.
Specifically,
Ultrafit
could
refer
to
these
gear
stores
when
posts
are
relevant
to
sports
gear
or
simply
commenting
on
partners
page
when
they
post
a
new
product
to
initiate
conversation
actively.
Ultrafit
should
also
follow
local
community
based
health
pages
such
as
Kitslano.ca.
Most
of
these
pages
are
publishing
daily
posts
to
support
the
community
in
terms
of
better
living.
This
is
in
line
with
what
Ultrafit
believes
in
and
can
provide
to
clients.
For
example,
some
key
influencers
we
suggest
Ultrafit
connects
with
include:
FACEBOOK
INFLUENCER
POTENTIAL
INTERACTION*
MEC:
“What
food
do
you
love
eating
outdoors?”
Mountain
Equipment
Co-­‐ Ultrafit:
“Bananas!
They
are
one
of
the
best
sources
of
potassium,
op
(local
page)
an
essential
mineral
for
maintaining
normal
blood
pressure
and
heart
function.
And
they
come
in
their
own
prepackaged
shell!”
The
Run
Inn:
“Storm
Shelter
Jacket:
Seam-­‐sealed
and
water
resistant….
(product
promotion)”
The
Run
Inn
Ultrafit:
What
a
great
choice
for
bootcamp
on
a
cool
November
day!”
Ultrafit:
“@racket&runners,
our
bootcamp-­‐ers
are
looking
for
a
Racket
&
Runners
great,
comfortable
shoe
to
be
used
for
bootcamp
(all
sorts
of
activities)-­‐
do
you
have
any
suggestions?”
LiveSuperWell:
[photo]
“Your
health.
Your
life.
Your
way.”
LiveSuperWell
Ultrafit:
A
simple
‘like’
can
show
that
you
are
similar
values.
Vancouver
is
Awesome:
“Watch
CBC
News:
The
National
tonight
for
a
feature
on
Artisan
SakeMaker
&
CMC
Sake
+
Wine
Merchants,
the
ONLY
sake
maker
in
Canada
(located
on
Granville
Island
in
Vancouver
is
Awesome
#Vancouver)
and
from
the
first
ever
organic
rice
grown
in
our
country
(out
in
the
Fraser
Valley)!”
Ultrafit:
“We
love
that
he
is
experimenting
with
variety
of
table
rice.
25

29. VancouverMoms
Kit
House
Kitsilano.ca
Healthy
Families
BC
Semperviva
Yoga
Always
a
great,
healthy
alternative!”
[Ask
VancouverMoms
to
offer
its
users
enter
to
win
a
free
trial
week
of
Ultrafit
boot
camp.
To
enter
simply
like
the
post.
This
seems
to
be
acceptable
on
the
page.]
Kits
House:
“Join
us
for
a
Healthy
Living
Educational
Session
on
Nutrition
&
Action
Planning.
Tues
Nov
19th
10.30
at
the
Kits
House
Seniors
Resource
Centre.”
Ultrafit:
We
love
this
session
@kitshouse!
Ultrafit
will
be
dropping
by.”
Kitsilano.ca:
A
free,
magical
Christmas
tradition!
[photo
of
skating
rink
at
Robson
Square]
Ultrafit:
One
of
the
highlights
of
spending
Christmas
in
Vancouver!
Healthy
Families
BC:
“Many
of
us
ask
how
we
can
better
include
physical
activities
into
our
busy
day.
The
first
easy
step
is…”
Ultrafit:
Because
this
page
involves
families,
you
may
not
want
to
comment,
as
it
is
more
or
a
sensitive
environment.
Therefore,
a
‘like’
or
a
‘share’
would
be
best
to
subtly
engage
in
conversation
[Organize
a
cross
promotional
event.
I.e.
A
free
week
of
bootcamp
with
the
purchase
of
a
yearlong
Semperviva
pass!]
*An
inbox
or
email
message
may
first
be
used
to
introduce
yourself
as
a
fellow
community
member
Read
more
on
suggested
accounts
to
follow
[APPENDIX
3.2]
Increased
engagement
essentially
means
more
exposure
and
more
word
of
mouth.
This
is
exactly
what
Ultrafit
needs
to
grow
its
customer
base.
In
sum,
to
better
engage
customers
on
Facebook
we
recommend
that
Ultrafit
bases
all
their
Facebook
decision
with
the
following
tactics
in
mind:
5
Tactics
for
Increasing
Engagement
on
Facebook
1.Get
connected.
Establish
direct
connection
with
current
client
on
Facebook
by
choosing
to
follow
them.
This
will
increase
engagement
and
enhance
credibility.
2.
Get
personal.
Actively
initiate
real
time
discussions
and
get
current
client
more
engaged
and
creating
a
reliable
image.
3.
Crowdsourcing
the
content.
Encourage
testimonials.
Encourage
clients
to
submit
their
body
transformation
or
health
insight
through
submitting
testimonials,
which
can
help
making
current
clients
stay
motivated
by
being
connected
and
attracts
prospective
customers
by
feeling
reliable
and
credible.
5.
Ask
feedbacks.
Ask
questions
in
posts
to
get
real
insights
of
authentic
information
of
clients.
It
would
also
encourage
the
development
of
an
online
community
by
allowing
clients
to
help
answer
questions.
26

30. TWITTER
Ultrafit
currently
has
forty-­‐three
followers
and
is
following
just
sixteen
other
people.
Ultrafit
appears
to
be
active
on
Twitter,
posting
on
a
consistent
basis.
They
typically
tweet
anywhere
from
one
to
four
times
per
day.
HYPOTHESIS
1
-­‐
CONTENT
By
improving
the
content
of
tweets
to
be
more
interactive,
consumer
engagement,
replies,
retweets,
and
favorites
will
increase
by
20%.
PROCEDURE
We
have
evaluated
the
Ultrafit
Twitter
account
and
sought
secondary
research
on
best
practices
to
evaluate
Ultrafit’s
current
efforts.
We
have
observed,
recorded,
and
categorized
tweets
based
on
their
content.
To
confirm
this
hypothesis,
a
simple
test
could
be
performed
by
changing
the
content
of
Ultrafit
tweets,
and
observing
any
changes
in
engagement
with
their
audience.
This
procedure
does
not
include
the
testing
of
different
tweets,
as
we
did
not
have
“tweeting”
authorization.
Currently,
Ultrafit’s
tweeting
schedule
is
consistent
and
repetitive.
They
have
employed
guidelines
to
which
their
content
adheres:
•
•
•
•
•
Monday
Motivation:
a
link
to
a
motivational
photograph
Tuesday
Tips:
A
tip
on
nutrition,
fitness,
or
lifestyle
Wednesday
Workout:
A
short
workout
Thursday
Picture
of
the
Week:
A
link
to
a
photograph
from
a
bootcamp
class
Friday
Funny:
A
link
to
a
light
hearted
image
[APPENDIX
3.3]
The
“Monday
Motivation”
tweets
are
great
because
they
contribute
to
uniting
a
community
of
exercisers.
Ultrafit
recognizes
that
their
bootcamp
(and
exercise
in
general)
is
hard
work
–
recognizing
this
hard
work
and
providing
encouragement
to
their
followers,
is
a
tactic
worth
continuing.
Similarly,
“Tuesday
Tips”
and
“Workout
Wednesday”
tweets
also
provide
information
that
their
followers
would
find
relevant,
while
more
importantly
reaffirming
the
expert
knowledge
Ultrafit
can
offer.
However,
it
is
important
to
keep
in
mind
user
behavior
when
utilizing
Twitter.
Users
typically
scroll
through
their
Twitter
feed
browsing
for
any
“cool”
information,
with
most
people
finding
useful
information
at
that
time.
This
means
that
workouts
that
a
customer
would
have
to
go
back
and
refer
to,
may
not
add
value
to
the
user
experience.
The
“Thursday
Picture
of
the
Week”
tweets
are
especially
personal,
allowing
customers
to
relate
to
people
in
the
photographs
and
recognize
their
classmates.
This
personal
approach
can
help
foster
a
more
engaged
online
community.
Lastly,
“Friday
Funny”
tweets
are
lighthearted
content
that
can
simply
make
viewers
smile.
They
also
provide
an
opportunity
to
demonstrate
Ultrafit’s
personality
as
a
company.
While
there
are
a
few
tweets
that
do
not
pertain
to
the
described
categories,
they
are
not
common.
27

31. After
analyzing
Ultrafit’s
Twitter
activity
over
a
four-­‐week
period,
we
observed
that
approximately
60%
of
tweets
made
by
Ultrafit,
included
links
to
photos
already
posted
somewhere
online
[APPENDIX
3.4].
Although
these
links
are
curated
content
that
is
often
relevant
and
interesting,
we
recognize
the
benefits
and
drawbacks
they
impose.
Curating
content
on
Twitter
(often
through
links)
allows
Ultrafit
to
post,
and
choose
from,
an
abundance
of
interesting
and
relevant
content
that
has
already
been
posted
elsewhere.
It
takes
less
time
than
creating
your
own
content
and
can
offer
your
audience
an
array
of
perspectives
on
a
given
subject.
On
the
other
hand,
curating
content
can
have
some
negative
implications.
According
to
Baur,
“Posting
too
many
links,
means
posting
nothing
at
all”
(Baur,
2013).
While
this
may
be
an
extreme
opinion,
too
much
curation
fails
to
demonstrate
your
capabilities,
expertise,
or
experience.
Engagement
in
the
form
of
replies
and
retweets
can
be
lower
than
content
you
have
created
yourself
because
your
audience
does
have
the
ability
to
get
the
same
(or
similar)
content
from
another
source
(Peneycad,
2013).
We
have
observed
that
Ultrafit’s
Twitter
activity
did
not
make
use
of
hashtags
or
mentions.
A
mention
is
when
your
tweet
is
directed
specifically
at
another
person
or
organization.
Mentions
can
make
tweets
more
personal,
and
can
often
encourage
interaction
with
the
mentioned
party.
This
interaction
helps
foster
an
interesting
and
dynamic
Twitter
community.
Hashtags
are
a
way
to
label
tweets
so
that
other
users
can
see
tweets
on
the
same
topic.
Hashtags
contain
no
spaces
or
punctuation
and
begin
with
a
“#”
symbol.
The
use
of
hashtags
is
often
not
optimized,
especially
in
the
context
of
a
small
business
such
as
Ultrafit.
General
hashtags
such
as,
#workout
would
be
lost
among
thousands
of
tweets
worldwide.
But
more
specific
hashtags
can
be
lucrative
for
small
businesses
(see
below)
and
can
grant
your
access
to
an
audience
who
finds
your
topic
relevant.
RECOMMENDATIONS
The
categories
of
tweets
that
Ultrafit
has
chosen
to
employ
are
relevant,
and
on
brand.
Above,
the
positive
attributes
of
the
tweets
are
discussed.
However,
if
these
posts
start
becoming
repetitive,
followers
will
tune
out.
Below
are
some
suggestions
for
keeping
content
both
fresh
and
relevant,
while
still
maintaining
Ultrafit’s
approach:
SUGGESTION
(S)
(Motivation
Monday)
MOTIVATION
EXAMPLE
TWEETS
In
general
it
can
be
easy
for
motivation
to
become
cliché.
Clichés
can
easily
be
tuned
out.
Pretend
you
are
speaking
directly
to
your
customers.
What
words
of
encouragement
might
your
customers
need
on
a
rainy
day?
How
could
you
get
your
tired
customers
to
come
out?
“Too
tired
for
bootcamp?
NO!
Exercise
is
much
more
likely
to
boost
energy
levels
rather
than
lead
to
sleepiness.”
“@nameofcustomer
Held
her
plank
for
the
full
90
seconds
for
the
first
time
this
morning!”
Another
great
tactic
could
be
to
use
the
accomplishments
of
some
of
your
customers
to
motivate
others.
This
also
can
prove
the
benefits
of
the
bootcamp.
“Studies
indicate
that
working
out
in
nature
boosts
your
mood
and
lowers
tension,
anxiety
&
stress
levels.
See
you
at
bootcamp!”
“@nameofcustomer
Came
to
5
bootcamp
classes
this
week.
Way
to
go!!”
28

32. TIP
(Tuesday
Tip)
(Wednesday
Workout)
WORKOUT
PICTURE
Continue
posting
fun,
light-­‐hearted
content
that
reflects
Ultrafit’s
brand
personality.
Creativity,
authenticity,
and
witty
content
will
be
appreciated.
(Thurs.
Pic
of
the
Week)
Bootcamp
pictures
that
demonstrate
a
variety
of
activities
and
customers
will
register
with
more
people.
Pictures
of
customers
having
fun,
or
having
completed
a
challenging
task
will
appear
appealing
to
Ultrafit’s
audience.
JOKE
Post
workout
ideas
in
addition
to
specific
workouts.
Workout
ideas
that
a
user
will
be
able
to
remember
after
reading
it
on
Twitter
may
be
more
valuable
to
the
user.
(Friday
Funny)
Continue
offering
expert
health
and
fitness
tips.
Try
to
cater
them
to
your
target
market.
What
would
the
large
numbers
of
middle-­‐aged
women
find
interesting?
What
could
help
attract
more
men?
Tips
with
shock
value
will
be
more
likely
to
be
shared.
“Make
sure
to
drink
8-­‐10
glasses
of
water
daily
to
decrease
bloating
and
avoid
confusing
thirst
with
hunger.”
“Switch
it
up!
Doing
the
same
workout
continuously
will
stifle
weight
loss
and
muscle
building!”
“Take
the
jump
rope
challenge.
Jump-­‐rope
is
one
of
the
best
cardio
workouts.
Try
double
jumps
too!”
“Build
more
muscle
on
your
run.
Add
a
few
10
to
60
second
sprints
to
your
run,
slowing
down
just
long
enough
to
catch
your
breath
between
them.”
“Bob
leading
the
way
in
our
morning
run
[photo]”
“Playing
with
the
kettle
ball
[photo]”
“If
you
are
going
to
try
cross-­‐country
skiing,
start
with
a
small
country.”
“I
have
to
workout
early
in
the
morning,
before
my
brain
figures
out
what
I'm
doing…”
Within
the
tweets
contributed
by
Ultrafit,
it
may
be
worthwhile
to
reevaluate
the
balance
of
created
and
curated
content.
As
stated,
currently
about
70%
of
Twitter
posts
made
by
Ultrafit
are
curated.
By
increasing
the
amount
of
created
content
and
decreasing
the
amount
of
curated
content
to
about
40%,
followers
may
become
more
invested
in
the
social
community.
Content
that
is
created
often
appears
more
genuine,
and
feels
as
though
the
brand
is
speaking
directly
to
their
consumers.
Curated
content
is
a
great
way
to
share
images
or
articles
that
others
have
made,
with
personal
conversations
perhaps
especially
fitting
for
a
small
business
such
as
Ultrafit
with
a
relatively
small
customer
base.
Including
hashtags
and
mentions
will
expose
Ultrafit
to
a
larger
audience.
Reaching
out
to
customers
is
a
direct
call
to
action
(reply)
that
can
help
create
an
active,
fun,
community-­‐
centered
atmosphere
–
see
the
second
hypothesis
for
reaching
out
to
influencers.
Hashtags
that
will
be
particularly
relevant
for
Ultrafit
are
those
that
will
put
their
name
(Ultrafit)
amidst
relevant
conversations
in
the
community.
So
when
choosing
hashtags,
a
good
approach
is
to
think
about
what
potential
customers,
may
be
talking
about.
Below
are
a
set
of
suggested
hashtags,
and
an
example
of
how
they
can
be
used:
•
#sunrunvancouver,
#vancouvermarathon,
#seawheeze,
#toughmudder
etc.
These
hastags
grant
you
access
directly
to
your
target
audience
–
people
who
are
interested
in
living
an
active
lifestyle.
People
already
making
efforts
to
be
fit
or
active,
may
also
be
looking
for
new
fitness
activities
like
bootcamp.
Suggested
Tweets:
o “Good
luck
today
#seawheeze
runners!!”
o “Supplement
your
#sunrun
training
with
bootcamp!
Check
us
out!”
•
#kitsilano,
#yvr,
#vancouver
etc.
29

33. Purely
geographic
hashtags
can
connect
you
with
members
already
active
or
living
in
your
geographic
area.
Exposing
yourself
to
these
people
puts
your
name
in
the
mind
of
potential
consumers.
Suggested
Tweets:
o “Wednesday
Workout
–
If
you
want
to
run
improve
your
strength
and
speed
run
hills
#yvr
#kitsilano
#running”
o “Thursday
Picture
of
the
Week
–
Working
hard
in
beautiful
#vancouver
[photo]”
Maintaining
a
consistent,
strategic,
and
overall
valuable
position
on
Twitter
can
be
difficult.
Especially
in
the
context
of
a
busy
small
business
owner,
there
is
often
not
time
to
be
worrying
about
your
next
tweet
(not
to
mention
the
other
social
media
duties).
It
is
recommended
that
Ultrafit
use
their
HootSuite
account
to
simplify
their
Twitter
activity.
HootSuite
is
a
valuable
tool
for
managing
the
social
media
channels
of
a
company
(APPENDIX
3.5)
(APPENDIX
3.6).
Taking
some
time
to
consolidate
all
Twitter
content
in
the
near
future,
(or
any
desired
time
period),
will
help
the
task
become
more
manageable.
Bringing
other
Ultrafit
staff
members
on
board
to
manage
the
Twitter
account
(or
any
other
social
media
platforms)
can
help
distribute
the
workload.
However,
all
members
involved
must
understand
the
goals
and
approaches
Ultrafit
chooses
to
employ.
Using
the
tweet
scheduling
function
on
HootSuite,
you
can
assign
dates
and
times
that
your
tweet
will
be
posted.
You
can
do
this
manually,
or
you
can
use
the
auto
schedule
feature.
AutoSchedule
chooses
a
time,
grounded
on
the
date
selected,
to
schedule
tweets
based
on
when
your
tweets
perform
the
best.
______________________________________________________________________________
HYPOTHESIS
2
–
INFLUENCERS
By
improving
Ultrafit’s
network
to
include
key
community
influencers,
we
will
be
able
to
engage
in
20%
more
conversations
and
therefore
increase
Ultrafit’s
overall
social
media
exposure
and
credibility.
PROCEDURE
Through
the
process
of
analyzing
Ultrafit’s
current
Twitter
network,
and
identifying
influences
in
the
industry,
we
will
make
recommendations
that
will
increase
the
number
of
conversations
and
therefore
exposures
within
the
industry.
To
accurately
test
this
hypothesis,
Ultrafit
would
need
to
make
connections
with
identified
community
influencers
and
measure
the
effect
on
the
number
of
conversations
they
are
engaged
in.
Reach
can
then
be
estimated
by
aggregating
the
number
of
impressions
the
interaction
received.
ANALYSIS
It
is
apparent
that
Ultrafit
has
a
great
social
media
presence,
especially
on
Twitter,
as
posts
are
regular
and
diverse.
A
great
area
of
potential
that
is
lacking,
however,
is
the
client’s
interaction
with
key
influencers
within
the
company’s
industry.
Currently,
Ultrafit
is
only
following
14
30

34. accounts;
out
of
these
accounts
we
have
identified
only
3
that
could
be
influential
to
the
business.
They
are
the
following:
•
Elements
Wellness
(@elementscentre):
With
over
1600
followers,
this
local
wellness
centre
offers
various
services
to
its
clients
including
acupuncture,
massage
therapy
and
counselling
services.
A
partnership
with
this
company
could
be
a
great
way
to
further
engage
Ultrafit
clients
to
live
a
healthy
lifestyle.
•
Lady
Sport
(@ladysportstore):
This
account,
too,
has
a
large
following
with
over
1800
followers.
Lady
Sport,
an
athletics
store
for
women
located
in
Kitsilano,
perfectly
aligns
with
one
of
Ultrafit’s
largest
demographics
that
are
middle-­‐aged
women.
Ultrafit
could
further
engage
with
this
influencer
by
tagging
Lady
Sport
in
posts
that
offer
tips
for
fitness
apparel.
•
Vancouver
Chiro
(@chiro_vancouver):
This
chiropractic
clinic
in
Vancouver
has
a
decent
following
with
around
350
followers.
It
regularly
tweets
with
statistics
regarding
pain
and
health
tips.
This
could
be
a
great
multifunctional
influencer
for
Ultrafit
as
the
client
could
suggest
that
those
experiencing
pains
should
seek
chiropractic
help.
In
return,
we
could
hope
that
Vancouver
Chiro
would
suggest
regular
exercise
to
prevent
some
of
these
issues.
Some
of
the
other
accounts
that
Ultrafit
follows
are
much
too
large
in
scope
to
be
influential
to
the
local
brand.
For
example,
Bob
Harper,
an
author
and
fitness
enthusiast
from
California,
has
over
400,000
followers
and
is
not
active
in
the
Vancouver
market.
This
limits
its
influential
status
and
should
therefore
not
be
a
focus
of
Ultrafit’s
social
media
efforts.
Furthermore,
accounts
like
the
Vancouver
Canucks
will
likely
offer
little
support
to
local
businesses
as
they
have
such
a
large
following.
There
is
however
no
harm
following
them
to
develop
your
brand
personality
or
values.
RECOMMENDATIONS
There
are
many
potential
opportunities
for
Ultrafit
to
engage
with
influencers
in
a
way
that
will
be
beneficial
for
both
parties.
The
key
to
identifying
influencers
is
ensuring
that
their
scope
is
manageable
within
the
specific
demographic
of
the
company.
In
Ultrafit’s
case,
this
means
Vancouver
based
Twitter
accounts
that
deal
with
health
and
fitness,
and
who
are
actively
engaged
with
their
followers.
Some
recommendations
include:
•
Healthy
Living
Van
(@healthlifevan):
This
account
is
an
online
directory
for
health,
fitness
and
wellness
in
Vancouver.
They
have
over
500
followers
and
post
regularly
about
all
aspects
of
a
healthy
lifestyle,
from
oral
hygiene
to
marathon
tips.
The
account
also
thanks
everyone
that
follows
them
by
tagging
them
in
a
tweet,
showing
that
the
account
is
active
and
communicating
with
its
followers.
This
presents
itself
as
a
great
opportunity
for
Ultrafit.
We
recommend
that
the
client
invites
them
out
to
a
free
session
with
hopes
of
them
tweeting
the
benefits
of
boot
camp
afterwards.
•
Christian
J.
(@footsolutionsbc):
This
user
is
the
founder
of
Foot
Solutions,
a
company
that
deals
with
orthotics
and
foot
care.
Christian
J
is
also
on
the
Kitsilano
Chamber
of
Commerce
and
is
therefore
actively
engaged
in
growing
local
businesses.
He
often
tweets
about
health
and
fitness
and
actively
communicated
with
his
followers
by
31

35. retweeting
and
acknowledging
followers.
Engaging
with
this
user
could
be
beneficial
to
both
parties
as
the
two
companies
are
non-­‐competing
yet
within
a
similar
industry.
•
Kitsilano.ca
(@kitsilano):
This
geographical
specific
Twitter
account
tweets
about
local
news,
events
and
businesses.
They
often
tweet
and
mention
specific
businesses
such
as
a
recent
post
where
they
outlined
7
stores
in
Kitsilano
that
where
ski
and
snowboard
equipment
can
be
purchased.
[APPENDIX
3.7]
32

36. SOCIAL
MEDIA
EXPANSION
HYPOTHESIS
1
–
USING
MORE
PLATFORMS
By
expanding
Ultrafit’s
social
media
presence
to
more
platforms,
and
engaging
current
and
potential
clients
there
will
be
a
total
of
forty
more
customers
that
would
have
otherwise
not
have
connected
with
Ultrafit.
PROCEDURE
Using
secondary
research
regarding
social
media
platforms
and
best
practices
for
social
media
in
the
industry
we
have
identified
potential
social
media
platforms
that
could
add
value
to
Ultrafit’s
digital
marketing
mix.
If
recommendations
were
implemented,
further
testing
and
evaluation
of
the
platforms
effectiveness
would
need
to
be
conducted!
ANALYSIS
The
social
media
channels
Ultrafit
is
currently
employing
are
limited
to
include
Facebook
and
Twitter.
These
platforms
are
incredibly
valuable
because
they
are
among
the
largest
and
therefore
can
grant
exposure
to
a
large
percentage
of
customers
and
industry
influencers.
However,
we
feel
that
there
is
potential
in
other
social
media
channels
as
well.
Below
we
explore
the
opportunities
other
social
networks
hold:
Pinterest
Google+
POSITIVE
IMPLICATIONS
NEGATIVE
IMPLICATIONS
• Improved
search
results
that
will
gain
invaluable
exposure
in
a
• You
cannot
have
administrative
highly
competitive
environment.
Websites
using
the
+1
button
help
on
Google+
like
you
can
on
generate
3.5
times
more
visits
than
sites
without
the
button
Facebook
or
other
sites.
(Hubspot,
2013).
• Google+
has
a
growing
user
base
• Target
specific
consumer
groups.
You
can
create
different
circles
but
research
shows
people
do
not
for
young
consumer,
men
consumers,
old
consumers,
mom
spend
a
lot
of
time
the
platform.
consumers,
and
even
like-­‐minded
branded.
Content
can
then
be
Users
average
just
3.3
minutes
of
created
uniquely
for
each
group
to
best
appeal
to
them.
Google+
at
a
time
(compared
to
8
hours
on
Facebook)
(Hubspot,
• Broaden
your
network
to
other
like-­‐minded
small
(or
not
small)
2013)
businesses
• Google+
is
being
integrated
into
various
sites
for
greater
ease
when
• You
cannot
create
an
easy-­‐to-­‐find
personalized
URL
or
add
custom
sharing
etc.
skins
to
the
background.
The
only
• Google
Ripples
allows
you
to
see
how
or
if
people
are
sharing
your
visual
additions
you
can
make
are
a
content
and
by
whom.
This
helps
identify
key
influencers
profile
picture
and
a
cover
photo
• Pinterest
has
experienced
huge
growth
(85.5M
users)
and
the
• Most
people
associate
Pinterest
average
time
spent
on
the
site
per
visitor
is
97.8
minutes.
with
only
style
and
recipe
ideas.
• Ease
of
sharing
highly
visual
content.
Studies
show
people
would
• The
tips
and
advice
you
offer
must
rather
browse
through
pictures
rather
than
text.
compete
for
your
audiences
attention
with
larger
brands
such
as
• Ease
if
sharing
relevant
curated
content
from
other
relevant
“Jillian
Michael”
or
“Women’s
Pinterest
pages
Health”
• 83%
of
Pinterest
users
are
women
between
18
and
34
which
• Difficult
to
establish
local
relevance
overlaps
with
Ultrafit’s
target
market
33

37. Tumblr
Digg
Instagram
CafeMom
• Access
to
a
diverse
audience
• Caters
specifically
to
a
younger
audience
which
is
an
segment
Ultrafit
wishes
to
pursue
further
• Links
to
Facebook
and
Twitter
integrated
into
the
platform
• Simplest
for
of
blogging
site
• Users
invested
in
a
blog
help
develop
loyalty
and
engagement
the
surrounding
the
brand
• As
a
blogging
platform,
your
audience
has
to
be
invested
and
willing
to
read
• Ultrafit
already
has
a
blog
on
their
website.
• Blogs
take
a
lot
of
time
to
do
well
• Less
popular
in
Canada
than
other
places
in
the
world
• Digg
can
expose
news
that
is
supported
by
the
people
that
follow
you
• Can
reach
out
to
the
Ultrafit
network
• 45%
of
Digg
users
are
between
the
ages
of
35
and
54-­‐
Ultrafit’s
target
market
(Rogers,
2013)
• Popularity
in
the
west
coast
of
Canada
(Ignite,
Social
Media)
• Drive
traffic
to
the
Ultrafit
website
• Easy
to
gain
followers
by
showing
Ultrafit
is
are
an
expert
in
the
fitness
industry
• Appeal
to
younger
crowds
which
Ultrafit
is
trying
to
access
• Corresponds
with
growing
mobile
trend
• Leverage
the
beautiful
city
of
Vancouver
• Varying
themes
of
the
platform
can
help
brand
the
Ultrafit
account
• Instagram
is
effectively
integrated
with
Facebook
and
Twitter
• Filters
can
help
glamorize
something
not
everyone
loves
to
do
all
the
time-­‐
exercise
• Geo-­‐tagging
can
emphasize
location
among
its
local
customers
• Engage
your
audience
using
unique
hashtags
and
encourage
them
to
use
it
too
• Get
employees
and
other
fitness
trainers
involved
to
aid
legitimacy
and
authenticity
• A
collection
of
mom
sharing
tips,
advice,
ideas,
thoughts
etc.
Because
Ultrafit
caters
to
so
many
moms,
what
if
these
moms
could
talk
about
Ultrafit!
• Opportunities
to
advertise
on
Cafemom
• You
can
extend
free
product
trials
to
moms.
If
they
like
your
product
they
will
share
with
the
other
moms
on
the
site
• Generating
content
requires
a
large
investment
of
time
and
effort
• Digg
has
a
reputation
associated
with
spam
•
FourSquare
•
•
•
•
•
• Instagram
is
viewed
as
a
bandwagon
site.
Many
competitors
are
also
using
this
medium
to
compete
for
user
and
influencer
attention.
Clutter!
• Instagram
has
a
younger
following.
Many
Ultrafit
customers
over
30.
• Instagram
does
not
allow
users
to
share
photos
• Cafemom
is
largely
US
based.
Canadians
only
make
up
2.3%
of
total
user
base.
• There
is
no
guarantee
moms
will
talk
about
Ultrafit
• Buying
ad
space
is
expensive
• Product
trial
campaigns
are
very
[APPENDIX
2.7]
expensive
(“CafeMom”,
2013)
When
people
check
into
‘Ultrafit’
all
of
their
friends
can
see
where
• Many
people
do
not
bring
their
they
have
been.
This
is
a
huge
opportunity
with
a
company
based
mobile
phones
to
bootcamp
primarily
on
word
of
mouth
• Some
people
do
not
like
to
share
FourSquare
location
check
in
can
be
easily
shared
on
Facebook
and
where
they
are
Twitter
• Users
can
forget
to
check-­‐in
You
can
send
updates
to
people
who
have
previously
checked
into
• Ultrafit
has
multiple
locations,
your
location.
Here
you
can
promote
reminders
of
class,
therefore
choosing
an
address
to
promotions,
tips,
or
announcements
check
–in
to
poses
implications
Create
lists
of
locations
to
connect
or
associate
Ultrafit
with
other
relevant
businesses
(locations)
Badges
on
FourSquare
incentivize
people
to
check-­‐in.
Therefore
they
get
better
badges
as
they
check-­‐in
more.
This
could
be
a
great
tool
to
try
an
encourage
people
to
come
not
only
check-­‐in
but
attend
bootcamp
More
females
use
Foursquare
then
men,
more
females
attend
bootcamp
then
men
34

38. RECOMMENDATIONS
After
analyzing
the
different
social
networks
and
their
potential
positive
and
negative
implications
for
Ultrafit
if
they
were
to
engage
in
them,
we
have
developed
an
“Opportunity
Score”
which
quantifies
the
potential
the
platform
has
for
Ultrafit.
The
“Opportunity
Score”
can
range
from
-­‐5
to
+5.
It
is
a
negative
number
if
the
overall
net
implications
are
negative,
and
positive
if
the
net
implications
are
positive.
SOCIAL
PLATFORM
Google+
Pinterest
Tumblr
Digg
Instagram
CafeMom
FourSquare
OPPORTUNITY
SCORE
+2
+3
-­‐3
-­‐1
+4
-­‐3
+1
SUGGESTED
ACTION
Not
Yet
*
Join!
Do
Not
Join
Do
Not
Join
Join!
Do
Not
Join
Not
Yet*
*
Direct
social
efforts
elsewhere
first.
Be
ready
to
join
the
network
as
it
matures.
Note:
The
social
networking
environment
is
dynamic
and
changing.
It
is
important
that
you
are
aware
of
different
social
media
platform
trends
and
improvements
that
could
benefit
your
company.
Further
discussion
on
the
value-­‐added
aspects
of
expanding
Ultrafit’s
social
media
presence
to
Instagram
and
Pinterest
can
be
found
below.
Instagram:
Instagram
is
a
social
media
platform
that
emphasizes
sharing
life
experiences
through
photos.
Now
owned
by
Facebook,
Instagram
is
one
of
the
fastest
growing
platforms
offering
various
different
forms
of
customization
such
as
filters.
Four
months
ago
Instagram
introduced
a
video
component
as
well,
allowing
consumers
to
film
and
share
clips
of
15
seconds
in
length.
This
added
feature
was
introduced
to
compete
against
Vine,
a
similar
service
offered
by
competitor,
Twitter.
Instagram
follows
a
similar
format
to
it’s
competing
social
media
platforms,
allowing
people
to
like
and
comment
on
photos.
Instagram
provides
a
great
deal
of
benefits
for
businesses,
allowing
a
more
personal
connection
through
visual
media
rather
than
just
written
posts.
We
believe
that
this
service
could
be
a
great
addition
to
the
current
platforms
that
Ultrafit
uses,
as
it
would
allow
the
company
to
post
photos
of
their
clients
in
action.
One
of
the
benefits
of
Instagram
is
that
it
can
be
easily
linked
to
a
company’s
Facebook
page
and
Twitter
account,
allowing
easy
sharing
of
photos.
This
would
provide
a
great
benefit
to
Ultrafit
as
the
owner
currently
posts
photos
on
to
her
Facebook.
Using
Instagram
would
increase
her
scope
in
an
easy
and
manageable
fashion.
Below
is
a
list
of
suggested
content
that
Ultrafit
could
post
in
order
to
engage
their
clients:
• Workout
Photos:
One
of
the
great
things
about
Ultrafit
is
that
no
workout
is
ever
the
same.
The
workouts
change
weekly,
but
more
importantly
so
do
the
elements.
The
boot
camp
operates
rain
or
shine
and
it
would
be
a
really
neat
35

39. way
to
show
the
diversity
of
the
program
by
being
able
to
post
photos
of
the
various
exercises
clients
engage
in.
•
Healthy
Meals:
An
added
service
that
Ultrafit
provides
is
health
coaching.
Instagram
would
allow
the
client
an
additional
way
to
inform
their
consumers
about
health
trends
and
healthy
meal
ideas.
•
Inspirational
Photos:
One
thing
Ultrafit
does
extremely
well
is
find
creative
content
that
is
relatable
to
its
clients.
Instagram
would
be
an
easier
way
to
post
this
kind
of
content
to
inspire
consumers
to
do
well.
•
Vancouver:
Show
Ultrafit’s
appreciation
for
the
beautiful
city
of
Vancouver.
Pinterest:
For
some,
Pinterest
is
a
social
media
obsession.
Photos
posted
in
the
form
of
a
digital
scrapbook
are
addictively
clickable
and
allows
users
to
submerse
themselves
in
content
of
their
choosing
whether
is
be
culinary
masterpieces
or
fashions
hottest
trends.
Also
on
Pinterest
amidst
the
fireplace
displays
and
cupcake
recipes
there
is
also
a
place
for
fitness.
Pinterest
is
great
way
to
share
fitness
information.
Pinterest
could
be
a
valuable
tool
for
Ultrafit
primarily
because
of
its
fit
with
target
consumers.
Pinterest’s
primary
users
are
women
from
18-­‐35
that
aligns
fittingly
with
Ultrafit’s
target
consumer.
Because
of
this
key
alignment
with
the
target
audience,
it
seems
almost
obvious
to
use
the
Pinterest
platform
to
direct
traffic
to
the
website,
build
the
consumer
community,
and
enhance
the
user
experience.
A
Pinterest
account
can
be
linked
to
Facebook,
Twitter,
and
your
website
to
drive
traffic
towards
your
other
web
presences.
A
Pinterest
board
is
also
a
great
way
to
engage
current
clients
by
providing
information
that
is
relevant
to
them.
Clients
go
to
bootcamp
because
they
are
looking
to
live
a
healthy
and
active
lifestyle,
therefore,
tweets
pertaining
to
these
topics
will
be
of
interest
to
them.
Posts
can
then
be
re-­‐pinned,
and
other
clients
(like
friends
of
re-­‐
pinners),
will
be
exposed
to
the
content
as
well.
Then
they
may
be
interested
in
joining
Ultrafit’s
community.
To
effectively
use
Pinterest
as
a
tool
for
Ultrafit,
you
must
think
visually.
Posting
things
that
people
want
to
pin
(share)
is
key
for
building
the
brand
community.
Ultrafit
is
in
a
position
in
which
a
variety
of
posts
and
boards
would
be
hugely
relevant
for
them
and
their
target
audience.
Some
ideas
include:
•
•
Workout
Ideas:
Pin
videos
or
workouts
onto
one
board
so
customers
can
get
some
at
home
fitness
ideas,
and
potential
customers
can
look
at
what
they
can
expect.
•
Fitness
Tips:
From
hydration
to
repetitions
to
degree
of
intensity,
Ultrafit
could
pin
tweets
relevant
to
be
relevant
to
their
fit
and
active
consumer.
•
Inspiration:
Make
use
of
the
thousands
of
inspirational
quotes
and
pictures
floating
around
Pinterest.
Keeping
in
mind
the
brand
image
Ultrafit
is
working
to
achieve,
pin
pictures
that
resonate
with
Ultrafit
audiences
and
brand.
Healthy
Recipes:
To
supplement
the
nutritional
aspect
of
Ultrafit’s
business,
Ultrafit
could
post
their
favorite
recipes,
or
nutritional
tips.
36

40. •
Deals
and
Promotions:
Deals
such
as
a
free
trial
for
a
friend
would
be
visually
represented
in
a
pin.
A
demonstrative
Pinterest
account
was
developed
to
better
display
our
vision
[APPENDIX
3.9].
A
guest
pinner
is
a
great
way
to
get
followers
involved.
It
increases
your
user
engagement,
makes
your
followers
feel
more
personally
invested
in
your
brand,
and
gives
you
automatic
feedback
and
insight
into
the
interests
and
opinions
of
your
audience.
One
of
the
greatest
benefits
of
Pinterest
is
that
Ultrafit’s
team
can
use
their
expertise
to
curate
content.
As
busy
fitness
professionals,
they
do
not
always
have
time
to
create
content,
but
Pinterest
allows
for
the
reposting
of
material
as
well.
A
drawback
is
that
Pinterest
is
cluttered
with
hundreds
of
fitness
pages
and
boards
that
for
the
most
part
replicate
content
that
Ultrafit
could
post.
To
address
this
obstacle
of
breaking
through
the
clutter
of
many
similar
Pinterest
pages,
promoting
the
Ultrafit
page
to
existing
consumers
would
help
develop
a
somewhat
intimate
brand
community.
37

41. VII.
CONCLUSION
Using
this
plan
Ultrafit
can
better
leverage
their
position
in
the
digital
community.
They
will
be
able
to
foster
a
community
with
their
current
customers
that
help
increase
loyalty,
and
positive
word
of
mouth.
And,
they
will
be
able
to
gain
increased
exposure
that
will
connect
new
customers
with
the
bootcamp.
The
overall
approach
in
this
digital
marketing
plan
is
one
of
strategic
decision-­‐making,
authenticity,
and
using
digital
media
to
enhance
the
client
experiences.
This
approach
is
three
pronged
and
can
be
summarized
as
follows:
Facebook,
Twitter,
Instagram,
Pinterest,
Influencers,
Monitoring,
Conversations,
Engagement,
R elevant,
Content,
Timing,
Credibility,
Authenticity
Paid
Search
• Drive
traffic
and
poten€al
customers
to
Ultrafit's
website
Web
Presence
• Compete
for
poten€al
customers
with
rival
firms
• Increase
engagement
and
online
WOM
with
content/conversa€on
• Improve
the
user
experience
and
increases
brand
credibility
• Leverage
community
influencers
• Improve
organic
search
results
to
increase
traffic
Content,
Connectivity,
Communication,
Commerce,
Context,
Community,
Customization,
Strategy,
Usability,
Navigation,
Metatags,
Titles,
Links
Social
Media
• Use
new
(&
more)
social
media
plaƒorms
to
extend
reach
ULTRAFIT
IN
THE
DIGITAL
ENVIRONMENT
Facebook,
Twitter,
Instagram,
Pinterest,
Influencers,
Monitoring,
Conversations,
Engagement,
R elevant,
Content,
Timing,
Credibility,
Authenticity
38

42. VIII.
APPENDIX
APPENDIX
1.0
APPENDIX
1.1
Clear
schedule
with
times,
instructor,
and
location.
APPENDIX
1.2
Unappealing
design,
dated
logo,
and
poor
quality
graphics.
39

43.
APPENDIX
1.3
Minimal
channels
for
consumer
communication.
Contact
information
is
minimal.
APPENDIX
1.4
Online
registration
system
is
simple.
Intuitive
process
to
move
through.
APPENDIX
1.5
Consumer
login
available
for
nutritional
and
coaching
services.
But
service
unused.
40

44.
APPENDIX
1.6
Only
links
on
website
APPENDIX
1.7
Attempts
to
stimulate
community
with
blog
but
users
do
not
participate.
APPENDIX
1.8
Clear
headings
make
navigation
easy.
41

45.
APPENDIX
1.9
Detailed
description
of
Bootcamp
course.
Page
title
could
be
more
representative.
APPENDIX
1.10
Bootcamps
Vancouver
has
a
m uch
m ore
visually
appealing
website.
APPENDIX
1.11
Ranked
on
the
second
page
th
(10
position)
under
search
of
“bootcamp
Vancouver’.
42

46.
APPENDIX
1.12
Ultrafit’s
current
navigational
menu.
APPENDIX
1.13
Ultrafit’s
current
title
should
be
replaced
with
“About
Bootcamp
“
as
it
better
describes
what
the
page
is
about.
APPENDIX
1.14
These
are
meta-­‐descriptions.
43

47.
APPENDIX
2.0
Google
AdWords
campaign
launch
key
words.
APPENDIC
2.1
Google
AdWords
Day
5
APPENDIX
2.2
Low
CTR
and
impressions
for
key
words
like
‘fitness
for
moms’
44

48. APPENDIX
3.0
Two
posts
with
healthylifestyle
tips:
1.Posted
at
10:02am
achieve
29
on
reach
and
0
engagement.
2.
Posted
at
6:12pm
achieve
46
on
reach
and
10
on
engagement.
APPENDIX
3.1
APPENDIX
3.2
45

49.
Mountain
Equipment
Coop
Mountain
Equipment
Co-­‐op
(MEC)
is
Canada's
leading
retailer
of
outdoor
clothing,
gear
and
services
for
self-­‐
propelled
activities
like
hiking,
cycling
and
paddlesports.
The
Run
Inn
The
Run
Inn
is
a
local
community
running
store.
They
provide
a
comprehensive
selection
of
the
best
athletic
footwear
and
apparel
available.
They
also
made
it
clear
that
they
appreciate
people
interact
with
them
on
Facebook
page
with
812
fans.
Rackets
&
Runners
Similar
to
The
Run
Inn,
Rackets
&
Runners
also
specializing
in
providing
various
sports
gears
and
updates
product
information
and
related
information
with
277
fans
on
a
daily
base.
LiveSuperWell
LiveSuperWell
is
a
Vancouver
based
organization
that
focus
on
helping
women
become
fit,
achieve
financial
freedom
and
makes
a
difference
in
their
community.
They
constantly
share
health-­‐relevant
information
with
fans
on
their
Facebook
page.
46

50.
Vancouver
Is
Awesome
Vancouver
Is
Awesome
is
a
society
based
website.
Their
Facebook
pages
gathers
more
than
20,000
fans
and
reports
on
various
information
that
promotes
a
positive
image
towards
the
city
VancouverMom.ca
Vancouver
Mom.ca
is
an
online
magazine
for
moms.
With
more
nearly
4000
fans,
this
Facebook
page
publishes
information
about
local
events
and
news
that
are
appealing
to
moms.
Kits
House
Kits
House
is
a
registered
non-­‐profit,
charity
organization
dedicated
to
providing
important
services
and
programs
to
all
residents
on
Vancouver’s
Westside.
Their
Facebook
page
dedicated
to
strengthening
and
supporting
the
community
through
collaboration
and
opportunity
sharing.
47

51.
Kitsilano.ca
Kitsilano.ca
is
Kits'
neighbourhood
blog.
Where
you'll
find
restaurant
reviews,
the
latest
news
on
openings
and
closings,
events,
hyper-­‐local
news
and
more.
Healthy
Families
BC
Healthy
Families
BC
is
the
Province
of
British
Columbia’s
one
stop
location
for
information
related
to
health
and
wellness.
Their
goal
is
to
create
a
conversation
among
British
Columbians
about
getting
healthy
and
reducing
chronic
disease.
They
encourage
health-­‐related
topic
participation
and
discussion,
and
comments
are
welcome
at
anytime,
7
days
a
week.
Semperviva
Yoga
Semperviva
is
“yoga
for
every
body!”.
They
consider
themselves
to
transform
lives
through
the
practice
of
yoga
and
the
celebration
of
community.
Semperviva
Yoga
offers
over
150
classes
weekly
with
over
40
experienced
inspiring
teachers.
Many
people
engage
in
many
different
fitness
programs
and
therefore,
yoga
is
often
practiced
in
parallel
to
attending
bootcamp.
48

52.
APPENDIX
3.3
DATE
TWEET
Thursday
Picture
of
the
week:
(Picture
of
stretching
at
bootcamp)
CLASSIFICATION
LINK
Bootcamp
Photo
✓
Friday
Funny:
(Dog
joke)
Joke
(Photo)
✓
Motivation
Monday:
(Photo)
“You’re
only
one
workout
away
from
a
good
mood”
Tuesday
Tip:
Flatten
your
gut.
Work
you
invisible
abdominal
muscles
with
the
vacuum
workout
(link).
Motivation
(Photo)
✓
Tip
16/10/13
Wednesday
Workout:
CoreBurner
(core
workout
listed)
Workout
17/10/13
Thursday
Picture
of
the
week:
(Picture
of
core
workouts
at
bootcamp)
Bootcamp
Photo
✓
18/10/13
Friday
Funny:
(Photo)
Dog
that
looks
like
bread
Joke
(Photo)
✓
Motivation
Monday:
(Photo)
Ability
is
unlimited.
Be
More
Do
More.
Tuesday
Tip:
Improve
quickness.
For
faster
foot
speed,
check
out
this
move
on
Facebook
(link)
Motivation
(Photo)
Fitness/Lifestyle
Tip
23/10/13
Wednesday
Workout:
Butt
Burner.
(Butt
workout
listed)
Workout
24/10/13
Thursday
Picture
of
the
week:
(Picture
of
core
workout
at
bootcamp)
Bootcamp
Photo
✓
25/10/13
Friday
Funny:
(Duck
looking
like
a
security
guard)
Joke
(Photo)
✓
28/10/13
Monday
Motivation:
(Broken
link)
Motivation
(Photo)
✓
10/10/13
11/10/13
14/10/13
15/10/13
21/10/13
22/10/13
29/10/13
31/10/13
1/11/13
Wednesday
Workout:
10min
Cardio
Sprint
Intervals.
(Workout
listed)
Thursday
Picture
of
the
week:
(Picture
of
workout
using
ropes
at
bootcamp)
#5min
plank
#burpees
#hillsprints....Getting
up
at
5:30am
was
so
worth
it!
Bring
on
the
beach!
@ultrafitboot
Workout
Bootcamp
Photo
From
Follower
✓
✓
✓
49

53. 1/11/13
4/11/13
5/11/13
6/11/13
7/11/13
7/11/13
7/11/13
8/11/13
11/11/13
12/11/13
13/11/13
14/11/13
"The
trouble
with
jogging
is
that,
by
the
time
you
realize
you’re
not
in
shape
for
it,
it’s
too
far
to
walk
back."
—
Franklin
P.
Jones
Motivation
Monday:
(Photo)
“I
don’t
work
hard
because
I
hate
my
body,
I
work
out
because
I
love
it”
Tuesday
Tip:
Quinoa
=
Superfood.
This
non-­‐grain
"smart-­‐carb"
is
packed
with
antioxidants,
vitamins,
minerals
and
other
micro-­‐nutrients....
Other
Motivation
(Photo)
✓
Thursday
Pic
of
the
Week
-­‐
with
a
very
low
tide
at
Spanish
Banks
in
Kitsilano
in
the
background!
(Photo
if
arm
workout
at
bootcamp)
Morning
#bootcamp....#BoraBora
style!
@ultrafitboot
stairs
and
hills...@Hilton
Bora
Bora
Nui
Resort
and
Spa.
@kimberly_mac11
Way
to
go
Kimberly!
You
could
probably
plank
all
day
looking
at
that
gorgeous
view....
Friday
Funny:
(Photo)
“I
forgot
to
post
on
Facebook
I
was
going
to
the
gym.
Now
this
whole
workout
was
a
waste
of
time”
Workout
Wednesday
Workout:
20minUpperBodyBlaster
Tip
Bootcamp
Photo
✓
From
Follower
✓
From
Follower
Tuesday
Tip:
Try
something
you've
never
heard
of.
Check
out
our
facebook
page
for
ideas
(link)
Thursday
Pic
of
the
Week
-­‐
working
hard
during
the
6am
class
in
East
Van!
(Photo
of
pushups
at
bootcamp)
Check
out
this
awesome
subway
ticket
machine
for
the
next
Olympic
games
-­‐
it
accepts
squats
as
payment!
(photo)
✓
Motivation
(Photo)
Monday
Motivation:
(Photo)
“I.
WILL.
NOT.
BE.
STOPPED.”
Joke
(Photo)
✓
Tip
Bootcamp
Photo
✓
Other
✓
APPENDIX
3.4
APPENDIX
2.5
Evidence
of
the
many
links
used
in
Ultrafit’s
tweets.
50

54. APPENDIX
3.5
HOOTSUITE
AS
A
TOOL
As
a
small
business
(and
even
a
large
one),
managing
your
online
presence
can
be
difficult.
Logins
and
passwords,
and
posting
on
multiple
sites
can
get
overwhelming
and
take
up
valuable
time,
especially
for
small
businesses
with
a
small
employee
base.
Social
network
posts
can
be
automated
to
further
enhance
simplicity.
HootSuite
interfaces
with
Twitter,
Facebook,
LinkedIn,
Google+
Pages,
FourSquare,
Word
press,
and
Mixi
and
also
boasts
a
list
of
70+
additional
‘add
on’
apps
[*3rd
party
apps]
that
plug
into
the
engine
for
further
maximization
of
this
renowned
social
media
‘mother
ship.’
Some
of
the
‘add-­‐ons’
include
YouTube,
Sales
force,
Sound
Cloud,
Instagram,
MailChimp,
EverNote,
and
Tumblr
just
to
name
a
few.
HootSuite
can
also
give
you
a
better
view
of
your
social
campaigns
with
powerful
analytics
tools
and
customizable
reports
that
will
give
you
a
complete
and
comprehensive
posture
of
your
participation
in
social
spaces.
HootSuite
analytics
closes
the
loop
between
social
and
digital
with
real
time
view
into
campaign
results.
Analytic
tools
include:
 Facebook
insights
 Google
analytics
 Twitter
profile
stats
 Ow.ly
Click
stats
 Google+
pages
analytics
 Organization
analytics
 Analytics
reports
People
engage
in
social
media
for
three
main
reasons:
monitoring,
talking
(conversing),
and
energizing.
Monitoring,
which
is
perhaps
the
most
valuable
feature
allows
a
brand
to
assess
what
people
are
saying
about
them.
Monitoring
is
useful
for
identifying
both
positive
and
negative
messages
surrounding
a
brand.
Positive
messages
may
include
something
like
”Loved
my
@Ultrafit
bootcamp
class
today!”,
and
negative
messages
may
include
“@Ultrafit-­‐
why
are
you
so
expensive?”.
If
you
are
correctly
monitoring
these
types
of
messages,
you
can
choose
how
or
if
you
want
to
respond.
You
may
choose
to
crisis
management
particularly.
It
is
important
to
recognize
that
brands
not
only
engage
in
two-­‐way
communication
between
themselves
and
whomever
they
may
be
talking
to.
Social
media
offers
3
way
communication-­‐
the
brand,
the
specific
customer,
and
all
the
people
who
are
watching.
How
a
brand
conducts
them
therefore
can
impact
a
wider
range
of
people
that
it
may
seem.
Not
all
messages
are
worth
responding
too.
If
you
respond
or
amplify
every
single
positive
message,
you
may
come
off
insincere.
However,
it
is
best
to
reply
to
almost
all
negative
messages
to
avoid
any
possibility
of
negative
viral
word
of
mouth.
How
and
when
to
respond
to
different
messages
can
be
found
in
Appendix
X.
At
this
time,
Ultrafit’s
consumers
are
mostly
spectators;
this
means
that
they
read
but
do
not
interact
on
social
media,
and
reacting
to
messages
that
are
directly
communicating
with
the
brand
will
be
more
rare.
What
is
essential
for
Ultrafit,
is
watching
what
people
are
saying
about
bootcamps
as
a
whole
in
Vancouver.
Looking
for
insights
into
industry
trends
can
help
Ultrafit
create
tailored
marketing
messages.
For
example,
when
the
Vancouver
Sun
Run
is
in
the
horizon,
a
marketing
message
suggesting
that
the
Ultrafit
bootcamp
could
help
supplement
someone’s
training
may
be
beneficial.
51

55.
Monitoring
is
simplified
by
using
searches
in
HootSuite
where
mentions,
tags,
and
hashtags
can
be
congregated
across
all
social
media
channels.
Some
more
general
terms
will
be
plentiful
and
cluttered
such
as
‘fitness’.
Some
are
more
targeted
such
as
‘mom
weight
loss
Vancouver’
will
be
less
cluttered.
What
is
important
is
thinking-­‐
what
would
our
target
consumers
be
talking
about?
Below
is
a
table
outlining
key
terms
that
Ultrafit
needs
to
monitor:
Key
Term
Why?
Bootcamps
Vancouver
Keep
track
of
competitors.
(i.e.
Promotions,
new
services,
etc)
Fitness
Vancouver
May
indicate
any
fitness
trends
on
the
rise
in
Vancouver
(i.e.
Crossfit)
Weight
loss
Vancouver
Gain
access
to
target
market.
Monitor
what
they
are
saying
and
what
they
want
(i.e.
Lifestyle
changes
vs
quick
fixes)
Group
Fitness
Vancouver
Gain
access
to
people
interested
in
group
fitness
classes
Mom
Blogs
Vancouver
Direct
access
to
the
Ultrafit
target
market,
and
can
monitor
topics
of
discussions
and
the
like.
Seasonal
Terms
Why?
New
Years
Resolution,
People
look
to
lose
weight
in
the
New
Year.
You
can
look
for
Weight
loss
for
new
year
influencers
in
this
conversation
to
perhaps
connect
with.
Vancouver
Sun
Run,
Monitor
events
or
programs
that
could
leverage
Ultrafit
(i.e.
Vancouver
Marathon
supplementing
a
training
program).
Also
gain
access
to
people
who
are
concerned
with
an
active
lifestyle.
APPENDIX
3.6
HOOTSUOTE
FOR
TEAMS
HootSuite
Teams
provide
large-­‐scale
team
management
as
well
as
the
granular
level
of
control
suited
to
smaller
teams.
Designed
to
match
any
unique
organizational
setup,
you
can
easily
scale
throughout
your
organization,
empowering
teams
to
engage
effectively
while
maintaining
control.
This
is
helpful
for
managing
employees
in
a
small
business.
 Building
a
team:
o Account
owners
and
advanced
team
members
can
invite
colleagues,
clients,
and
contractors
as
team
members
directly
from
the
organization
panel.
These
are
added
using
email
addresses.
At
this
point
different
levels
of
permission
can
be
set
 Streamline
workflow:
o Social
media
is
not
the
responsibility
of
one
persons,
and
can
include
multiple
Ultrafit
trainers,
and
staff.
HootSuite
team
management
can
assign
messages
to
the
appropriate
team
members
for
follow-­‐up,
and
an
explanatory
note
or
instructions
is
needed.
Managers
can
then
track
responses
and
turnaround
times
o Team
members
are
notified
via
email
for
new
assignments
to
ensure
responses
are
timely
and
nothing
slips
through
the
cracks.
Draft
messages
can
be
shared.
And
when
a
message
has
been
resolved
they
are
clearly
marked.
52

56. 
Listening:
o Substantial
monitoring
is
required
on
social
media.
Team
members
will
need
to
stay
on
top
of
mentions,
campaign
hash
tags,
contest
submissions
and
more.
The
team
can
be
coordinated
with
shared
search
and
keyword
streams
to
capture
campaign
relevant
content
from
your
social
networks.
o Sharing
streams
allows
team
to
assign
messages
to
one
another
and
track
which
messages
have
already
been
responded
to.
Shared
message
drafts
allow
for
consistent
messaging
o Additionally,
teams
can
share
twitter
lists
idea
for
tracing
key
influencers,
competitors
and
colleagues.
APPENDIX
3.7
Twitter
influencers
for
Ultrafit
to
interact
with
53

57. APPENDIX
3.8
ABOUT
CAFEMOM
Launched
in
late
2006,
CafeMom
is
by
far
the
largest
social-­‐networking/community
site
for
moms
AND
the
leading
women's/parenting
site
on
the
internet
-­‐
passing
mainstream
sites
like
ivillage,
babycenter,
and
M arthastewart
on
the
engagement
metrics
that
matter
most.
With
more
than
145MM
pageviews
/
month
and
7MM
visits
/
month,
CafeMom
was
ranked
the
#8
fastest-­‐growing
site
in
2007
by
compete.com
and
has
recently
won
awards
from
Mashable
and
AlwaysOn
as
one
of
the
leading
social
networking
sites.
CafeMom
h as
just
launched
CafeMom
Plus,
a
boutique
ad
network
of
sites
focused
on
moms.
The
launch
of
the
Network
increases
CafeMom's
reach
from
4MM
unique
visitors
per
month
to
more
than
8MM
visitors
p er
month
(“Cafemom”,
2013).
APPENDIX
3.9
54

58. I X .
B I B L I O G R A P H Y
An
Average
Facebook
User
Has
229
Friends.
(2013)
Retrieved
from
http://embracedisruption.com/2013/01/08/an-­‐average-­‐facebook-­‐user-­‐has-­‐229-­‐friends-­‐100-­‐
social-­‐stats-­‐from-­‐2012/
Bauman,
Adrian.
"The
International
Prevalence
Study
on
Physical
Activity:
results
from
20
countries."
International
Journal
of
Behavioral
Nutrition
and
Physical
Activity.
(2010):
n.
page.
Web.
<http://www.ijbnpa.org/content/6/1/21>.
Baur,
Louie.
"Posting
only
links
on
Twitter
means
posting
nothing
at
all."
TECHi
Fresh
&
Never
Boring.
N.p.,
17
Feb.
2013.
Web.
24
Nov.
2013.
<http://www.techi.com/2013/02/posting-­‐only-­‐
links-­‐on-­‐twitter-­‐means-­‐posting-­‐nothing-­‐at-­‐all/>.
"CafeMom."
Find
The
Best.
Find
The
Best,
24
May
2012.
Web.
24
Nov
2013.
<http://social-­‐
networking.findthebest.com/l/74/CafeMom>.
Cikes,
Dianna.
"Top
5
workout
trends
for
2012."
Vancouver
Women's
Fitness.
Examiner,
n.
d.
Web.
24
Nov.
2013.
<http://www.examiner.com/article/top-­‐5-­‐workout-­‐trends-­‐for-­‐2012>.
Corliss,
R.
(2012).
Photos
on
Facebook
Generate
53%
More
Likes
Than
the
Average
Post
[NEW
DATA].
Retrieved
from
http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-­‐on-­‐
Facebook-­‐Generate-­‐53-­‐More-­‐Likes-­‐Than-­‐the-­‐Average-­‐Post-­‐NEW-­‐DATA.aspx
Cormier,
Daniel.
"Best
Time
to
Post
on
Facebook."
Constant
Contact.
N.p.,
26
May
2013.
Web.
24
Nov.
2013.
<http://blogs.constantcontact.com/product-­‐blogs/social-­‐media-­‐marketing/best-­‐
time-­‐post-­‐facebook/>.
Davis,
J.
(2012).
5
most
essential
Facebook
marketing
metrics.
Retrieved
from
http://allfacebook.com/facebook-­‐metrics-­‐essentials_b86156
Ebner,
David.
"For
Healthy
people,
Build
a
Healthy
City."
Globe
and
Mail.
6
Sept.
2011:
n.
page.
Web.
<http://www.theglobeandmail.com/life/health-­‐and-­‐fitness/for-­‐healthy-­‐people-­‐build-­‐a-­‐
healthy-­‐city/article4201227/>.
Gabbert,
Elisa.
"Why
Use
AdWords?
Here
are
10
Reasons."
The
Wordstream
Blog.
N.p.,
3
Dec.
2012.
Web.
23
Nov.
2013.
<http://www.wordstream.com/blog/ws/2012/12/03/why-­‐use-­‐
adwords>.
Hubspot,
.
"Battle
of
the
New
Social
Networks."
HubSpot.
2013:
n.
page.
Web.
24
Nov.
2013.
<http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/google_plus_vs_pinterest_where_should_
you_market_your_business.pdf>.
Karol,
G.
(2013)
6
steps
for
small
businesses
to
master
Facebook.
Retrieved
from
http://smallbusiness.foxbusiness.com/entrepreneurs/2013/08/06/6-­‐steps-­‐for-­‐small-­‐businesses-­‐
to-­‐master-­‐facebook/
55

59.
"Lets
Get
Active."
.
Canadian
Fitness
&
Lifestyle
Research
Institute,
n.d.
Web.
24
Nov
2013.
<http://www.cflri.ca/media/node/100/files/PAM2008Bulletin19-­‐CFTC.pdf>.
Peneycad,
Mathew.
"Creating
vs.
Curating
Social
Media
Content
For
Your
Business."
Social
Media
Today.
N.p.,
18
Apr
2013.
Web.
24
Nov.
2013.
<http://socialmediatoday.com/rgbsocial/1392181/creating-­‐vs-­‐curating-­‐social-­‐media-­‐content-­‐
your-­‐business>.
Rogers,
Matt.
"Foursquare
Demographics
–
Age,
Gender,
Education
."
Rooster,
24
Jun
2012.
Web.
24
Nov.
2013.
<
http://www.roostercomm.com/foursquare-­‐demographics-­‐age-­‐gender/>.
Schmit,
Dale.
Gyms,
Health
&
Fitnessin
Canada
(2013):
n.pag.
IBISWorld
Canada.
Web.
23
Nov
2013.
Smarty,
Anny.
"What
is
a
normal
bounce
rate?."
Internet
Marketing
Ninjas
Blog.
N.p.,
2
Jan.
2013.
Web.
24
Nov.
2013.
<http://www.internetmarketingninjas.com/blog/search-­‐engine-­‐
optimization/normal-­‐bounce-­‐rate/>.
Wadsworth,
J.
(2013).
Canadians
are
the
most
active
Facebook
users
in
the
world.
Retrieved
from
http://www.insidefacebook.com/2013/08/23/canadians-­‐still-­‐the-­‐most-­‐active-­‐facebook-­‐
users-­‐in-­‐the-­‐world/
56