ihrsa institute 2014 - bryan o'rourke - digital marketing strategies
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This presentation was shared at the International Health Racquet and Sportsclub Association's IHRSA Institute in August of 2014 by Bryan O'Rourke, The presentation includes a review of digital marketing strategies for health clubs.TRANSCRIPT
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@IHRSA
SOCIAL MEDIA AND DIGITAL MARKETING STRATEGIES
Bryan K. O’RourkeFIT-C | Fitsomo | Fitmarc | Integerus
bryankorourke.com | @bryankorourke
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@bryankorourke | [email protected]
all presentation content is or will be availableslideshare.net/bryankorourke
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Questions
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4@bryankorourke
A New Paradigm Of Business & Marketing
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5
“It is not the strongest or the most intelligent who will survive but those
who can best manage change.”
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The process by which a firm profitably translates customer needs into revenue.
Mark Burgess
Marketing
14 States Of Marketing heidicohen.com/hot-marketing-tips/
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http://heidicohen.com/marketing-definition/
72Marketing
definitions
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8@bryankorourke
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“Youthification” Is Now A Word
bryankorourke.com | @bryankorourke
the longevity economy
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#IHRSAINSTITUTE
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#IHRSAINSTITUTE
Digital Transformation
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NEW RULES OF BUSINESSBrian Solis
#IHRSAINSTITUTE
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DIGITAL CAN ENHANCE THE JOURNEY
Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com
A New EcoSystem
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Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 14
Interconnected Themes From The Future Of
Health Clubs
DIGITAL CAN ENHANCE THE MEMBER JOURNEYOmni Channel Technology Platforms
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DIGITAL PLATFORMS ARE NOT JUST ANOTHER DISTRIBUTION CHANNEL
FOR ONE WAY COMMUNICATIONS
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Consumers
Online Opinions Now Eclipse 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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WE ARE IN THE HUMAN CONNECTION BUSINESS
BECAUSE BEING GOOD IS NOT ENOUGH ANYMORE...
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80% OF YOUR FUTURE REVENUES WILLCOME FROM 20% OF YOUR
EXISTING MEMBERS
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IMPROVING YOUR RETENTION JUST 5%CAN IMPACT YOUR PROFIT
BY 80% OR MORE
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“If you do not care about your end user immensely, especially in the next few years, your brand will die.”
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TWEET @Bryankorourkeabout #IHRSAINSTITUTE For
A FREE COPY
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22See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8bryankorourke.com
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Are Clubs Adopting New Technologies ?
2014 US Health Club Technology Survey Report14 Questions On Key Trends
Fitness Industry Technology Council 2014 | www.fittechcouncil.org
#IHRSAINSTITUTE
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Mobile Device Trends
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60Percentage Of Members
Taking Devices With ThemTo Workout
Interesting Facts:
35% of U.S. adults now own a tablet device and 75% of smartphone users take their devices with them into the bathroom.
More than 60% of health club members now take devices with them to workout.
Mobile SearchWhat this means is that your prospects and members are interacting on the Internet by searching when they are out and about. They are also commenting about services and their experiences in your club.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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Mobile Device Trends
25
31Percentage Of All ClubsWith Some Mobile App
Interesting Facts:
The increasing number of smartphones with GPS capability will spur the growth of apps that make use of the technology, according to Frost & Sullivan.
The market for location-based apps will also be fuelled by key technology trends of indoor connectivity, augmented reality, big data and wearable devices.
Location Based Functionality:Built in GPS enables applications know
where you are. This creates a long list of possibilities and the SOLOMO (social, local,
mobile) trend which is recreating how businesses can identify and engage existing
and new customers.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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20Percentage Of Clubs That
Spend Money OnMobile Ads
Mobile Search Trends
Interesting Fact:
U.S. adults spend more time on mobile searching today than they do on desktop browsing, according to eMarketer. The need to be available when that search occurs has a direct bearing on action and business. Its about convenience.
73% of mobile searches trigger additional action and conversation. Being mobile
friendly increases the chance you can impact a decision to purchase a membership.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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27bryankorourke.com
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Plan Your TacticsMost organizations still don't know how to
reconcile social media into their everyday sales and marketing routine.
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Evaluate, Determine Your Budget & Strategy
trade offs
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Involve Team, Members & Community Partners
SOCIAL MEDIA STRATEGY: http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-media-policy-for-your-organization.html
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4basics to your SM plan
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Collect Artifacts
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Curate Assets
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Create
16 FREE TOOLS http://blog.hubspot.com/marketing/free-content-marketing-tools-list
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Share & Engage
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36@bryankorourke
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MOBILE APPS
64% Of Smartphone Time Spent On Apps
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Mobile
@bryankorourke
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Optimize Mobile Google Search
@bryankorourke Examples From My Neighborhood
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Optimize Google Search
@bryankorourke
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Claim Update & Monitor Your Accounts
@bryankorourke
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Optimize Google Plus Pages
@bryankorourke
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http://blumenthals.com/blog/
@bryankorourke
Social Local Search This Is Important
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Conveying Your Story In A Noisy World
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bryankorourke.com
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Suceess
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47See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
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Suceess
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#IHRSAINSTITUTEHandout
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50@bryankorourke
Different Platforms - Different Content
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It’s Native
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45 Tips And Tricks For Facebookhttp://www.wordstream.com/blog/ws/2014/01/30/facebook-advertising-tips#.
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56 Ways To Market On Pinteresthttp://www.copyblogger.com/pinterest-marketing/
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52 Tips For Marketing On Instagramhttp://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram
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It Doesn’t Interrupt
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It Doesn’t Make Demands (Often)
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It Leverages Pop Culture
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It’s Micro
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59@bryankorourke
Campaign Content Examples
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Campaign Content Examples
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61@bryankorourke
All Platforms Covered
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62@bryankorourke
Excellent Engagement
WOW !Responded In 4 Minutes
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63@bryankorourke
Campaign Content Examples
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64@bryankorourke
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65@bryankorourke
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66@bryankorourke
Campaign Content Examples
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67@bryankorourke
Paid Ads
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68@bryankorourke
Integration
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69
BE VERY CAREFUL WITH SMS
Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com
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How We Have Limited
Resources
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How
VISION LEADERSHIP #NEWMINDSET
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Global Federation Meeting #IHRSA2014 | Bryankorourke.com 72
BRIDGE THE GAPHELPING YOU ACHIEVE YOUR OBJECTIVES WITH SPECIFIC TOOLS
http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-media-policy-for-your-organization.html
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CROWDSOURCINGServices delivered from a large online community
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TOOLS THAT MAKE IT EASIER
How
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TOOLS THAT MAKE IT EASIER
How
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By Embracing New Approaches You Can Have A Bigger Difference.
I Promise...
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@bryankorourke | [email protected]
all presentation content is or will be availableslideshare.net/bryankorourke