ihrsa institute 2014 - bryan o'rourke - digital marketing strategies

@IHRSA

SOCIAL MEDIA AND DIGITAL MARKETING STRATEGIES

Bryan K. O’RourkeFIT-C | Fitsomo | Fitmarc | Integerus

bryankorourke.com | @bryankorourke

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@bryankorourke | bryankorourke.combryan@integerus.com

all presentation content is or will be availableslideshare.net/bryankorourke

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Questions

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A New Paradigm Of Business & Marketing

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“It is not the strongest or the most intelligent who will survive but those

who can best manage change.”

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

Mark Burgess

Marketing

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

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

72Marketing

definitions

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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

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

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/

WE ARE IN THE HUMAN CONNECTION BUSINESS

BECAUSE BEING GOOD IS NOT ENOUGH ANYMORE...

80% OF YOUR FUTURE REVENUES WILLCOME FROM 20% OF YOUR

EXISTING MEMBERS

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.”

TWEET @Bryankorourkeabout #IHRSAINSTITUTE For

A FREE COPY

22See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8bryankorourke.com

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

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

Mobile Device Trends

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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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Plan Your TacticsMost organizations still don't know how to

reconcile social media into their everyday sales and marketing routine.

Evaluate, Determine Your Budget & Strategy

trade offs

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

4basics to your SM plan

Collect Artifacts

Curate Assets

Create

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

Share & Engage

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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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Suceess

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#IHRSAINSTITUTEHandout

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Different Platforms - Different Content

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

It Doesn’t Interrupt

It Doesn’t Make Demands (Often)

It Leverages Pop Culture

It’s Micro

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Campaign Content Examples

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Campaign Content Examples

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All Platforms Covered

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Excellent Engagement

WOW !Responded In 4 Minutes

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Campaign Content Examples

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Campaign Content Examples

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Paid Ads

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Integration

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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

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

By Embracing New Approaches You Can Have A Bigger Difference.

I Promise...

@bryankorourke | bryankorourke.combryan@integerus.com

all presentation content is or will be availableslideshare.net/bryankorourke