95
Capitalising on the Social Media Movement IHRSA Europe Congress, Barcelona, October 2010 (picture source: Flickr: dullhunk
Capitalising on the Social Media Movement IHRSA Europe Congress, Barcelona, October 2010
(picture source: Flickr: dullhunk
Explore the way in which
the web is changing from
a one-way to a more
collaborative and
‘social’ medium
Overview of the different
social media channels
and platforms
Evaluate how other
industries are using
social media to build
enthusiastic followers
Examine how European
clubs are harnessing the
power of social media to
forge relationships
with members
Gain an understanding of
some of the key
principles upon which a
company can begin to
develop a social
media strategy
Our PanelRay Algar, Marketing Strategist
Oxygen Consulting
Jon Moody, Social Media Strategist
ASOMO
Gianluca Scazzosi, Senior Partner
Wellink
Rasmus Ingerslev, CEO
Fresh Fitness / Wexer
Who in the audience has
an active…
How often do
you update
your networks?
Before the web
Interruption
marketing
Early web harnessed
by business
Source: Ryan Turner, Social Media Lead for ZAAZ
The web is now
conversational and ‘social’
It connects consumers in
unprecedented ways
Consumers now have
an online voice
www.oreilly.deNetwork effect
Who is an
Apple fan?
How many people
have watched
this video?
How many
comments?
Capitalising on the Social Media Movement
Jonathan Moody, Social Media Strategist, ASOMO
(picture source: Flickr: dullhunk
Why social media?
• "You have to perceive before you can protect,
participate and project.
•Where? - Channels & platforms
•Who? Not just marketing/sales
• Engagement guidelines
• Transformative success
• Health and fitness club perceptions
Why social media?• Every opinion on the internet creates further opinion on and offline.
• A wide range of opinion holders – including actual, former, potential, competitor customers.
• Opinon content is proactive and free (not elicited or constrained by pre-defined questionnaries).
• This opinion is growing in credibility and influence on purchase decisions.
Channels & Platforms: World View
Channels & Platforms: Types
Graphic: Brian Solis socialware © 2001-2010
Channels & Platforms: Relevance
• Omnipresence impossible: you can’t
be everywhere!
• Discover where people are talking
about your club/chain or the issues you
are passionate about.
• Keep it local, keep it relevant:
Fitness groups on Facebook in your
area? Running club blog in your town?
Obesity discussion group?
Follow the local Weightwatchers club on
Sports technology discussion board?
Does that triathlon forum have a sub-
group for your region?
Source Yes/No
Blog posts Y
Blog comments Y
Discussion boards Y
Usenet Y
Product review sites Y
Photo sharing (e.g., Flickr) Y
Video sharing (e.g.,YouTube) Y
Podcasts Y
Social networks Y
Social news (e.g., Digg, Reddit) Y
Microblogging (e.g., Twitter) Y
Print media Y
Television Y
Radio Y
Other
Who? – Not just marketing & sales
Graphic: Elliance 2008 All Rights Reserved socialware © 2001-2010
Engagement Guidelines I
• LISTEN UP! You need to perceive before you can protect,
participate and project. When in Rome…
• Adopt behaviours and processes. Listening might be enough.
• Create authentic relationships. Do you want an agency to
create your relationships for you?
• In-house/outsourced: get the balance right/dedicate the
resources.
• Identify objectives / define degree of control / assign tasks.
• Are you comfortable with the tools? What suits you?
• Social media myths: it’s free / completely automated / fun.
Engagement Guidelines II
• Content is King: plan it and leverage it.
• It’s not what you know, but who you know:
audience/influence.
• Optimise it. Field of Dreams: If you build it, will they come?
• Rome was not built in a day: time, effort & resources.
• Perpetual Beta: experiment but complete.
• Connect, communicate, share, help, reciprocate,
recommend.
• Don’t hard sell: conversation not campaigning. Marketing
with people not to people.
• Be authentic, stay on topic & know when to remain silent.
Transformative Success
Transformative Success
Transformative Success
Transformative Successes
Health Club Perceptions
• Context: online opinion mobilising around 10 UK national
health club chains February – September 2007. 781 opinions
from 174 opinion holders from a range of social media.
• Focus - Tangible and intangible aspects: Brand, Facilities,
Membership, Service Experience
• Questions: Have things changed and if so, how? Are
perceptions different for individual clubs/small chains? Are
perceptions different in other markets?
• Topline: 41.4% of opinions positive – compare other sectors.
Health Club Perceptions: Who?
Health Club Perceptions: What?
Recommendations
• Commit: to a comprehensive audit to understand the scope and nature of opinion mobilising around your club, chain and/or brand.
• Discuss & implement: strategic (on going, pro-active) and tactical (club level reactive) actions to re-balance sentiment.
• Agree: code of practice for staff and other stakeholders. See Telstra Social Media Engagement Policy 3Rs: Represent, Responsability & Respect
• Integrate: online sentiment with other forms of feedback and data collection – feed into continuous improvement cycle.
Contact
Jonathan Moody
Bilbao: +34 944 760 727
Mobile: +34 663 98 78 68
LONDON | PARIS | FRANKFURT | AMSTERDAM | MILANO | BILBAO
Capitalising on the Social Media Movement
G.Luca Scazzosi, Wellink
(picture source: Flickr: dullhunk
Topics
• Which social medium for clubs?
• Do and Don’t – Common errors and
best practices
• Facebook strategies - Sales and leads
generators
The Economist Special Report
More than 500.000.000 profiles
Social Network UV/Month Reach
Facebook 24.000.000 57%
MySpace 1.900.000 5%
Netlog 1.600.000 4%
Badoo 1.800.000 4%
Twitter 1.100.000 3%
Linkedin 930.000 2%
ITALY’S FIGURES
Mistakes to avoid
•Personal rather than company profile
• Not interactive – Not responding to comments.
Blocking posts
• Not allowing fan’s media publications
•Wall configuration not effective
•Limiting the toolbar to wall and information
Best practice
•Targeted groups : encourage your team to create groups and
personal profile linked to the company page
• Interactive – Communicate events, information, news
• Personalise – Personalise the toolbar
• Landing page – Have a capture and promotion strategy
You have 6 pages contemporaneously
THE TOOLBAR
THE LANDING PAGE
Light, and not up date
THE LANDING PAGE
Indirect
THE LANDING PAGE
Proactive
THE LANDING PAGEEmotional
Proactive
THE LANDING PAGEAggressive
How
How much
When
Tips
•Every 5 to 6 info’ and educational post to
1 infomercial
• The fun page should be updated at least
3 times/ week
•Facebook needs 3 to 5 hours per week
to update
The new joiner is invited to log in ( if she has a
facebook page, if not we can create it right there )
LEADS GENERATION
Look for the club and became a fan
LEADS GENERATION
Suggest to his
friends to
visit the
club’s FB page
LEADS GENERATION
Make a
selection
to who
invite
LEADS GENERATION
The friend confirm and
became a club’s fun
LEADS GENERATION
Then if he want try
the club…..
LEADS GENERATION
He leaves his contacts
to download the guest
pass and you have a
new lead !
LEADS GENERATION
Capitalising on the Social Media Movement
Rasmus Ingerslev, CEO Fresh Fitness/Wexer
(picture source: Flickr: dullhunk
• Get a URL that is easy to promote:
• www.yourclubname.com/facebook
• www.facebook.com/yourclubname
• (FB URL available when 25 people or more like your page)
• Use URL in marketing material:
� External ads
� Welcoming letter
� Newsletters
� On website
• Track your club member to “fan” ratio
• +10% should be the goal
• Make yourself easy to
like
� Build in like buttons on your website pages
� Make sure it is easy to like your FB page
from your website
• 43% of news sharing online
is
• done through social media
� Email 30%
� SMS 15%
� Instant messenger 12%
• Like is free advertising
� Like appears on profile
� Average user has 130 friends
• CONNECT
•���� google ranking
2.000.000.000number of videos watched daily
Free way of advertising
your club/product
Videos
� google ranking
Embed on site
to boost views
•THANKS
• Rasmus E. Ingerslev
• Skype & Twitter: ringerslev
• LinkedIn:www.linkedin.com/in/ringerslev
• Mail:[email protected]
