bci social mediapresentation5-2-13
TRANSCRIPT
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
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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™!
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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
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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
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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
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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
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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
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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
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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?
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Want More?
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