Building your fitness center online community from Club One
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Building Your Online Fitness Center Community: Best Practices to Retain & Reach New Members October 16th, 2012 Elizabeth Studebaker, Club One Senior Marketing Manager
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Transcript of Building your fitness center online community from Club One
Building Your Online Fitness
Center Community: Best
Practices to Retain & Reach New
Members
October 16th, 2012
Elizabeth Studebaker, Club One Senior Marketing Manager
Building Your Online Fitness Center
Community
Key Website Functionality
Social Media Best Practices
Reviews & Reputation Management
Key Website Functionality
• Simple navigation menu
• Group Fitness, Aquatics, Class Schedules,
Facilities/Services, Membership, Sports, Bulletin
Board
• Easily-accessible web inquiry form
• Tie trial pass to drive leads
Web Basics – Inquiry Form
Key Website Functionality
Keep content concise – use hyperlinks
Use images to communicate
Above/below the fold content
Provide social media buttons
Key Website Functionality
Key Website Functionality – Provide
Navigation Options
Club One’s Social Media Objectives
Build Connections & Aid Retention – spark conversation to engage communities and establish relationships
Lead Generation – provide a platform for sharing and connection; amplify our best customers
How Club One promotes Social Media
• In-Club Marketing
• Emails
• Website
• Mobile App
• Video
Google+
YouTubeOnline Group Purchasing
Zuberance
Yelp
In-club Monthly Posters
Add a Facebook QR Code with strong call to action:
“Like” us on Facebook
August: 148 new fans
Facebook Content Strategy
• Balancing content
• Bi-Monthly Exclusive Promotion
• Cover photo
– To highlight what’s going on at your center
(not your logo)
Sample Weekly Facebook Content Strategy
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Motivational Monday QuoteAsk a Question:
What’s your weekly fitness
goal?
Tuesday Trainer TipProgram or Event Post
Promotion PostVideo Post
Nutrition TipPromotion Post
Fit Fact Friday
Weekend Event Post
Weekly Weekend
Recipe
Post-Event Follow-up
post –“Congrats Runners of Rock n Roll”
Website footer:
Emails:
Remind People to Connect with You
Facebook “Facepile” plugin displays
user’s friends that have already liked
your page.
Let users know where they
can find you.In every email footer, we link to our
different social networks.
Utilize this static space on your
website to push your social profiles
Facebook Timeline
Tell your story - Foster connections with members and your community
Profile picture – Your logo
Cover photo – Rotating image
Facebook Timeline Snapshot
Cover Photo
“About”
Facepile
Apps/Tabs
Profile Photo
Facebook Timeline
Upload photos, information and dates to
tell the story of your site’s history.
Familiar Faces: OFJCC
Features Staff on Facebook
Facebook Cause Marketing Campaign:
Over 1,000 New Fans Generated
Give users a voice
Make it relevant to them
Help them feel good as a result of their actions
Make it easily sharable
Highly confidential. All rights reserved.
Insights: Understand the performance of
your Facebook page
Analyze the performance of your Center page
Learn which content resonates with your audience
Optimize how you publish to your audience so that people will tell their friends about you
Export data!
Facebook Page Insights
Learn how to
optimize your posts Analyze the success of each post:
Interaction = Reach
Virality
(22.67%)
Learn about your fans
More Data on Demographics
Collect demographics of people you REACH and people TALKING about you
Create a strategy around these two groups
What are fans looking at?
• #1 Most Viewed: Facebook Wall
• #2 Most Viewed: 3-Day Guest Pass App!
Tab Views:
Overall Best Practices for
Social Media •Create a social media calendar
•Limit jargon
•“u” instead of “you,” “2day” instead of “today,”
“thx” instead of “thanks”
•Keep posts positive!
•Respond to all posts, good & bad
•Ask questions
•Provide knowledge
Overall Best Practices for
Social Media • Post photos and videos often
• Relate to current events
• Reward fans with access to exclusive information, offers,
contests and perks
And, most importantly…
• Maintain balance! Keep your fans engaged with fresh,
surprising content
Highly confidential. All rights reserved.
Reviews
Search, Listings & Reputation
Management
90% of web traffic comes from organic
listings
The Top 3 spots on Google get 58% of
clicks
Social Search: friend recommendations
and likes garner higher placement
And it’s all FREE.
Reputation Management
Be aware of all review sites with your business (Google Places, Yahoo Local, Bing Local, Yelp, Insider Pages, City Search)
Monitor reviews and respond to negative reviews; shows you are engaged with users
Offer rewards for check-ins (guest passes, collateral, etc.)
Make sure announcement/offer section is up to date
How do You Manage Your
Review Sites?
• What is the process for responding to any
negativity (or praise)?
• Who monitors the photos uploaded by
users?
Reviewers are Important!
A good review…
Turned into a
BAD review.
Do you think
this patron
would return
if someone
addressed
their poor
experience?
Review Best Practices
Four things to keep in mind when crafting a message:
1. Internet messaging is a blunt tool and sometimes
good intentions come across badly
2. Your reviewers are your paying customers
3. Your reviewers are human beings
4. Your reviewers are vocal and opinionated
In Summary
Determine Most Wanted Responses.
You may want visitors to activate a pass, sign up for a newsletter or
join online.
Amplify.
Link to social pages, review sites and activate share widgets to
enable viral offer & content sharing [sharethis.com or addtoany.com]
Answer the questions prospects & members are asking.
Don’t let an inquiry go unanswered.
Optimize.
Ensure local listings on directories are current; keep content & offers
fresh and compelling.
