Bci social mediapresentation5-2-13

Successfully Attracting and Keeping

Members through Social Media

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“Tell me and I'll forget; show me and I may

remember; involve me and I'll understand.”

~Chinese Proverb

Welcome

www.Business-Concepts.biz

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• Create a strategy focused on your goals (sound familiar?)

• Turn likes and follows into connections and action

• Create a system so you can actually do it and succeed!

Agenda


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Demographics and

Overview

Background


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1. Most of this is not new 2. We will assume a few things and

pass over those topics quickly 3. Don’t miss the message because

you’ve heard it all before or are feeling badly because you aren’t already doing it all.

We needed a baseline.

Warning


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the Tom Sawyer approach to Marketing™!


and how it relates to your fitness club!

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You have to honor the five basics of

Marketing

Strategy


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Who What

Where When How

5 Wise Men in Marketing


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Who Did Tom Sawyer Invite or

Attract?

Who


WHO

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Define your perfect customer • What problems and pains do

you help them overcome? • Why have they chosen you and

not your competitor? • Who is NOT your customer

target?

‘Who’ is your Who?


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What did Tom Sawyer do to

attract interest?

What


WHO

WHAT

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Your style needs to include: • WIIFM • I am important • I am special • My needs are different • I’m not old/young/buff

‘What’ for you gym?


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Where did Tom Sawyer focus his people’s

attention?

Where


WHO

WHAT

WHERE

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Where do you want to focus your

member communications?

‘Where’ for your gym?


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When did Tom Sawyer engage his audience?

When


WHO

WHAT

WHERE

WHEN

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When is the best time to engage your future and current

members?

When


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3 Different Trainers Offer Support

Charles Appreciates It

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Now we want to talk about the actual HOW using

Social Media

How


WHO

WHAT

WHERE

WHEN

HOW

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Create Content to: attract and retain

Turn Likes into Action


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What Attracts traffic to your website and prospects now?

Your Pull


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• Focus on WIIFM • What benefits do they seek? • Why do they buy from you?

Like/trust/their friends do • Cache: They look good • Also for upsell of existing

members: create desire

Attract New


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Studies show that 71% of clients leave a provider, not because of an error on your part, or being

lured away by a competitor, but because they can’t remember who you are and / or they feel

under-appreciated.

Retain


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• Use Education to demonstrate and affirm their good choices

• Help them feel appreciated in your community

• Make specials available only to them

Reaffirm good decisions


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• Say something meaningful • Create ‘exercise-show-n-tell’

picture books with video or PPT • Ask for other people’s experiences • Show short videos • Give members opportunity for

referral mad-money

What do I say?


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Your trainers all have phones! Take candids and fun shots

Use What’s in Your Hands


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• Volunteer for a quick photo at NEHRSA

• Demo on Twitter

Twitter Demo


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1. Keep content small & digestible 2. Base it on questions and dynamics

related to your gym 3. Enlist your Trainers! 4. Encourage your members! 5. Always be flattering (video/photo) 6. Don’t reinvent the wheel:

repackage and reuse!

Content Creation Tips


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Urban Myth says Social Media has no ROI

You just have to measure what you want to know!

(just like working out)

Measure Results


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• Sales ROI: fourSquare, Promotions, Social Media only Coupons

• Traffic to website: Google Analytics

• Community engagement: people talking about this

If you want


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• Make your own • Use someone else’s • Download ours: business-concepts.biz/go/NEHRSA

Create the System


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• Easiest: Pictures and Videos • Testimonials • Random members in classes,

competitions, working out • Not always your most fit • Not just you doing it! • Invite Engagement

More on the system


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• Be on the lookout for ‘blog-able’ or ‘tweet-able’ moments to capture

• Try it – easy at first • Don’t be intimidated

TinyURL.com/blogHelp5-2

• Just do it

Develop the Muscle


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• No results? Why? • Remember Tom’s 5 wise men • WIIFM (the member) • Create community • Contribute to the Community • Educate • Stop selling (<3:1 ratio)

What if it doesn’t Work?


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Value of knowing your WHO Demo

Use facebook.com/ads to gain information even if you don’t

place an ad

Search for your Segment


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• Commit to creating Community • Identify your Community Czar • Develop a schedule • Delegate tasks • Invite and Engage • Keep doing it • Measure

Tactical Plan


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Social Strategy at work www.jeffbullas.com/2013/04/30/how-to-supercharge-your-social-media-marketing-strategy-with-employee-sharing/ Easier: tinyurl.com/jeffbullas Our sample social media HR policy www.Business-Concepts.biz/go/NEHRSA

Resources


http://www.jeffbullas.com/2013/04/30/how-to-supercharge-your-social-media-marketing-strategy-with-employee-sharing/






















http://www.business-concepts.biz/go/NEHRSA



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• InfusionSoft.com • Masterful-Marketing.com • IronTribeFitness.com • AllAccessFA.com • JeffBullas.com • ConstantContact.com • Hubspot.com • MarketingSherpa.com

Education and Idea Sites


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• Determine your Strategy • Create a tactical plan • Decide. Commit. Succeed™

(beachbody.com)

• Work your plan consistently • Turn likes into connection and

action • Have fun! Become Tom Sawyer

Simplify


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Need information, help, or a free evaluation?

www.Business-concepts.biz/go/NEHRSA

Want More?


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Bci social mediapresentation5-2-13

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