blogwell new york social media case study: life time fitness, presented by tony saucier
TRANSCRIPT
SocialMedia.orgVideo Case Studies
Tony Saucier
Your best social advocates alreadywork for you
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
April 2, 2014socialmedia.org/blogwell
YOUR BEST SOCIAL ADVOCATES ALREADY WORK FOR YOU
4/17/14 // Life Time – The Healthy Way of Life Company℠
2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
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WHAT: COMMUNITIES
HOW: CONVERSATIONS
WHY: CONNECTION
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2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
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SWEET SPOT
107 LOCATIONS
MORE THAN
600 SOCIAL PAGES
NEARLY
24K TEAM MEMBERS
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EXPERTS OWN NETWORK CUSTOMERS
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THING BIG: Mirror team member service with social media at every club.
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START SMALL: SOP
KNOW • #HWOL • Social Why • Here for Members • Friendly & Inviting • We are Humans
DO • Inspire • Educate • Talk to the Team • Share Often • Monitor
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CURVEBALLS
CONTENT: HIT OR MISS
WHAT’S AN OFFICIAL PAGE? TIME COMMITMENT
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MOVE FAST: CLARIFY “OFFICIAL”
MORE THAN
425 REMOVED
4 MONTHS
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HOW CAN I USE SOCIAL MEDIA FOR LIFE TIME?
Official club pages only, please.
NO:Can I create an account?
?Official corporate accounts only, please.
NO:
Contact your club’s Facebook Page Manager!
YES: Yes, share your cool stuff with the corporate social [email protected]
YES:?Can I share my great ideas?
Like/Share club posts with your personal Facebook networks!
YES:Retweet and repin from our corporate accounts!
#lifetimefitness@lifetimefitness
YES:?Can I use my personal account?
©2013 LIFE TIME FITNESS, INC. All rights reserved. CBMI133929
HOW CAN I USE SOCIAL MEDIA FOR LIFE TIME?
Official club pages only, please.
NO:Can I create an account?
?Official corporate accounts only, please.
NO:
Contact your club’s Facebook Page Manager!
YES: Yes, share your cool stuff with the corporate social [email protected]
YES:?Can I share my great ideas?
Like/Share club posts with your personal Facebook networks!
YES:Retweet and repin from our corporate accounts!
#lifetimefitness@lifetimefitness
YES:?Can I use my personal account?
©2013 LIFE TIME FITNESS, INC. All rights reserved. CBMI133929
HOW CAN I USE
SOCIAL MEDIA
FOR LIFE TIME?
Official c
lub
pages
only, p
lease.
NO:
Can I cre
ate an
acc
ount?
?
Official c
orpora
te
accoun
ts only,
please
.
NO:
Contact
your
club’s
Faceb
ook
Page Mana
ger!
YES:
Yes, sh
are yo
ur
cool st
uff with
the co
rporate
social t
eam!
socialm
edia@
lifetimefit
ness.c
om
YES:
?Can I sha
re my
great i
deas?
Like/S
hare c
lub
posts w
ith you
r
person
al Face
book
network
s!
YES:
Retweet
and re
pin
from ou
r corpo
rate
accoun
ts! #lifetim
efitnes
s
@lifetimefit
ness
YES:
?Can I us
e
my pers
onal
accoun
t?
©2013 L
IFE TIM
E FITNESS, IN
C. All rights
reserv
ed. CBMI13
3929
HOW CAN I USE SOCIAL MEDIA FOR LIFE TIME?
Official club pages only, please.
NO:Can I create an account?
?Official corporate accounts only, please.
NO:
Contact your club’s Facebook Page Manager!
YES: Yes, share your cool stuff with the corporate social [email protected]
YES:?Can I share my great ideas?
Like/Share club posts with your personal Facebook networks!
YES:Retweet and repin from our corporate accounts!
#lifetimefitness@lifetimefitness
YES:?Can I use my personal account?
©2013 LIFE TIME FITNESS, INC. All rights reserved. CBMI133929
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MOVE FAST: CLARIFY “OFFICIAL”
• One (1) 30-minute training call
• 5-8 minutes per day • Monitor 1xAM, 1xPM
TRAINING • Recruit from GM • Notify clubs in
batches of 5
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MOVE FAST: TALK COMMITMENT
MOVE FAST: VALUATION MODEL
IMPRESSIONS CPM = $4.50-$6 CLICKS WHAT IS THE COST?
ENGAGEMENTS RELATIVE TO CLICKS, WHAT IS THE VALUE
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18 MONTHS LATER…
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WIN: EXPONENTIAL IMPACT • 109 FPMs
• 2,500 pieces of content a month
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WIN: MORE POWERFUL PAGES
Conversation Rate – 0.3%
Conversation Rate – 0.7%
NATIONAL LOCAL
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WIN: 109 FOCUS GROUPS • Several dozen
posts hit daily • Those that gain
traction are shared nationally
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Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
April 2, 2014socialmedia.org/blogwell