using social media for your health club - bryan o'rourke ihrsa 2015

2

QUESTIONS

@bryankorourke

WHY WHEN WHAT HOW

USING SOCIAL MEDIA TO ITS GREATEST POTENTIAL

CAN’T MAKE A SILK PURSE OUT OF A SOW’S EAR

NO SILVER BULLET EITHER

7@bryankorourke

NEW PARADIGM OF MARKETING

The process by which a firm profitably translates customer needs into revenue. 

Mark Burgess

Marketing

14 States Of Marketing heidicohen.com/hot-marketing-tips/

“IF WE REALLY WANT TO REINVENT ITS GOING TO TAKE SOME

PERSONAL RISK.”

http://heidicohen.com/marketing-definition/

72MARKETING

definitions

11@bryankorourke

MARKETING IS CUSTOMER EXPERIENCE - DENISE LEE YOHN

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#IHRSAINSTITUTE

Digital Transformation

15

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INTEGRATION OF SM ENHANCES JOURNEY

Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com

A New EcoSystem

Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 17

Interconnected Themes From The Future Of

Health Clubs

INTEGRATION OF SM ENHANCES MEMBER JOURNEY Omni Channel Technology Platforms

In getting you dinner info now.7:30 at http://www.osteriamozza.com/LA/home.cfm

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BUILT IN SOCIAL

120M Users

In getting you dinner info now.7:30 at http://www.osteriamozza.com/LA/home.cfm

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BUILT IN SOCIAL

NEED TO MARKET AND EXECUTE IN THE WORLD WE LIVE IN

DIGITAL PLATFORMS ARE NOT JUST ANOTHER DISTRIBUTION CHANNEL

FOR ONE WAY COMMUNICATIONS

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Online Opinion Now Eclipses Offline

Relationships

http://fleishmanhillard.com/2012/01/news-and-opinions/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/

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bryankorourke.com

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IF YOU DON’T CARE ENOUGH YOUR BRAND WILL DIE.

80% OF YOUR FUTURE REVENUES WILL COME FROM 20% OF YOUR

EXISTING MEMBERS

IMPROVING YOUR RETENTION JUST 5% CAN IMPACT YOUR PROFIT

BY 80% OR MORE

27@bryankorourke

WE ARE IN THE HUMAN CONNECTION BUSINESS

“A PROCESS OF THE WORK SO MANY PEOPLE ARE IMPATIENT AND UNWILLING

TO DO”

29bryankorourke.com

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MAKE A PLANMANY FAIL TO INTEGRATE DIGITAL AND SOCIAL

INTO THEIR OPERATIONS AND MARKETING

#BASICS

INVOLVE TEAM, MEMBERS & COMMUNITYSOCIAL MEDIA POLICY: http://www.bryankorourke.com/journal/2011/6/26/do-you-

have-a-social-media-policy-for-your-organization.html

#BASICS

DEFINE OBJECTIVES & COMMUNICATION STRATEGIES

35See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8

DEFINE OBJECTIVES & COMMUNICATION STRATEGIES

36

Suceess

DEFINE OBJECTIVES & COMMUNICATION STRATEGIES

37

FOLLOW - RESOURCES @savysexysocial

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FOLLOW - RESOURCES @garyvee

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FOLLOW - RESOURCES @bryankorourke

http://www.slideshare.net/Bryankorourke

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SELECT AND PROPERLY SETUP PLATFORMS

41

DIFFERENT PLATFORMS DIFFERENT METHODS

It’s Native

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45 Tips And Tricks For Facebook http://www.wordstream.com/blog/ws/2014/01/30/facebook-advertising-tips#.

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56 Ways To Market On Pinterest http://www.copyblogger.com/pinterest-marketing/

45

52 Tips For Marketing On Instagram http://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram

46

CREATE & CURATE CONTENT

16 FREE TOOLS http://blog.hubspot.com/marketing/free-content-

marketing-tools-list

TOOLS CANVA

It Doesn’t InterruptCREATE & CURATE CONTENT

It Doesn’t Make Demands (Often)

CREATE & CURATE CONTENT

It Leverages Pop CultureCREATE & CURATE CONTENT

It’s MicroCREATE & CURATE CONTENT

SHARE & ENGAGE

54@bryankorourke

55@bryankorourke

Integration

56

USE TOOLS THAT MAKE IT EASIER

57

TOOLS THAT MAKE IT EASIER

How

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59

TOOLS THAT MAKE IT EASIER

How

SHIFT RESOURCES AND STRATEGIES

EVALUATE PAID @savysexysocial

62@bryankorourke

Campaign Examples

63@bryankorourke

Consistent Message

64@bryankorourke Consistent Message

65@bryankorourke

Consistent Message

66@bryankorourke

Contest : Consistent Message

67@bryankorourke

Contest - Consistent Message

68@bryankorourke Not Optimized Message

69@bryankorourke

Aug 2014 376K Views - 740 Followers

Not Optimized Message

70@bryankorourke

March 2014 550K Views - 1,037 Followers

Not Optimized Message

71

Claim Update & Monitor Your Accounts

@bryankorourke Not Optimized Message

72

http://blumenthals.com/blog/

@bryankorourke

Social Local Search This Is Important

73@bryankorourke

Campaign Content Examples

74@bryankorourke

Consistent Message

75@bryankorourke

Excellent Engagement

76@bryankorourke

Campaign Content Examples

77@bryankorourke

All Platforms Covered

By Embracing New Approaches You Can Have A Bigger Difference.

I Promise...

79

QUESTIONS

@bryankorourke

@bryankorourke | bryankorourke.com bryankorourke@gmail.com

all presentation content is or will be available slideshare.net/bryankorourke