LaLLL

DigitalPortfolios:CommunityManagementPortfolioLauraRowann8871370

Semester116

08Fall

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TableofContents1.0Introduction........................................................................................3

2.0SocialMediaStrategy.......................................................................3

2.1ContentPillars....................................................................................4

3.0CampaignCalendar...........................................................................5

4.0ContentCreation................................................................................7

5.0DigitalPortfolio...............................................................................10

6.0References........................................................................................11

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1.0Introduction

ForActiveLifeFitness(ALF)EvertonHillstoachieveitsbusinessgoals,effectivedigitalmarketingandsocialmediamanagementisimperative.Asacommunityorientatedgymthathasundergonesignificantupgradesrecently,ALFmustefficientlyreachtheirtargetaudiencetoinformthemofthenewfeaturesandbenefits,andtoencouragemembershippurchaseandenquiry.ActiveLifeFitnessEvertonHillshasidentifiedthetargetaudienceasmothersaged25-40withyoungchildren(theMummyMarket),andyoungadultsaged17-25whowanttomaintainahealthylifestyle.ThefollowingsocialmediaprogramwillprimarilytargettheMummyMarket,astheyarehighlyactiveonsocialmediaasshownbytheALFFacebookstatistics,withtheagebracketmakingup44%ofactivelyengagedusers.ResponsesonaRoyMorgansurveyindicatedthatnearly70%ofwomenbetweentheagesof25-49wouldliketoloseweight,makingthemanidealTAforALF’ssocialmediacampaign(RoyMorganResearch,2015).

Withalmost50%ofAustralian’sloggingindaily,socialmediaisnowarguablythemostimportantsegmentofthemarketingmix(BigSocial,2016).Thedigitalmarketspaceforthefitnessindustryisheavilycluttered,andALFisoperatingwithinacompetitivephysicalmarket(Kelly,2016).ThefollowingcommunitymanagementprogramwillaimtogenerateexposureforALFEvertonHills,increaseonlinetrafficandthesubscriberbaseonvarioussocialmediaplatforms,andultimately,drivemembershipsalesandenquiryamongtheMummyMarket.ALF’scommunityfocussednaturewillbeamajordrivingforceofthecampaign,asithasbeenobservedanddevelopedasaninsightthatwomentrainbetteringroups,andwouldratherhaveavarietyoffitnessoptionsavailableintheoneplace.

2.0SocialMediaStrategyAstraditionalmethodsofmarketing,likeadvertisinganddirectmail,arebecominglesseffective,businessesmustturntosocialmediumstoconnectwithconsumersinapositiveway(BusinessVictoria,2016).UtilisingsocialmediacorrectlyandeffectivelywillincreasethevisibilityofALFEvertonHills,buildandcultivatepersonalandprofessionalnetworks,developandgrowrelationshipswithcustomersandinfluencers,andallowforincreasedcommunicationwithfollowers,consumersandsupporters(BusinessVictoria,2016).Socialmediamarketinghasanextremelybroadreach,withthecapacitytoreachmillionsofpeoplearoundtheworld,theabilitytotargetpeoplewithinaparticulardemographicorgeographiclocation,andislowcost(QueenslandGovernment,2014).Harnessingthewebandsocialmediatopromoteyourcompany’sbrandpositivelyandeffectivelyrequiresawellthoughtoutplantoachievelongtermresults(Ektron,2011).Asmentioned,theTAforthiscampaignismotherswithyoungchildrenaged25-40,livingincloseproximitytoEvertonHills.Becausethegymiscommunityminded,andchildfriendly(withacrèche),ALFEvertonHillshasidentifiedthe‘MummyMarket’asanappropriateaudiencethatwillrespondwelltothegym’sfeatures.Thesocialmediacampaignwillaimtoachieveincreasedengagementacrossthechosenchannels(includingshares,likesonpostsandpins),increasedfollowingonthechosenchannelsbyatleast10-15%,andtodrivemembershipsignupsandenquiry.Accordingtoa2015reportbyPewResearchCentre,parentsaremoreinvolvedonsocialmediathanever.Facebook,PintrestandInstagramwereidentifiedasthemostpopularsocialmediachannelsamongtheTA,with81%,40%and30%ofmothersusingeachchannelrespectively.Afterthethreemostpopularchannels,motherswerealso

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identifiedasbeingactiveonLinkedIn(usedby24%ofmothers),andTwitter(usedby19%).ItisrecommendedthatALFEvertonHillsutilisesthethreemostpopularsocialmediachannels,Facebook,PintrestandInstagram,toeffectivelyengageandconnectwiththeTAonplatformswithwhichtheyarehighlyfamiliarandcomfortable.LinkedInwasnotchosenforthiscampaignduetotheprofessionalnatureoftheplatform,aspromotingbrandbuilding,inspirationalhealth-relatedcontentwouldbeoutofplace.Twitterhasalsobeenbypassedasanoption,duetothehighlyclutterednatureoftheplatform.Duetothe140characterperpostlimitonTwitter,ALFwouldhavedifficultygeneratingengagingcontentrelevanttotheTA.Anotheradvantageofsocialmediamarketingisthatsuccessishighlymeasureable.Facebookmetricswillbeanalysedtodeterminethereachofanypost,demographicsoftheaudience,andthegeneralsuccessofanyonepostincomparisontoothers.Likes,shares,pinsandre-blogsarealsoviablewaystomeasuretheexpansionandpopularityofapost,andarealsofantastic‘earnedadvertising’forALF.Clickthroughstothewebsite,contactformenquires,andincreasedmembershipenquiryandsignup’swillbetrackedtodeterminethesuccessofthecampaign.

2.1ContentPillarsThreecontentpillarshavebeendeterminedtocategorisepostsandkeepsocialmediamarketingontracktoachievetheaforementionedobjectives.Theseare:

• Communitycomesfirst(contentpillar1):showcasescommunityorientatedaspectsofALFEvertonHills,includingfriendlystaff,groupfitnessclasses,surroundingcoffeeshopsandthecrèche

• Facilitiesforeveryone(contentpillar2):showcasesthewidevarietyoffacilitiesavailabletoALFEvertonHills,andthefitnesssuccessesofthemembers

• ActiveLife,HappyLife(contentpillar3):showcasesvariouslifestyleaspectsthatmakeupan‘ActiveLife,’forexample,recipes,Brisbanehikingtrails,fitspopostsetc

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3.0CampaignCalendar

ChannelsforthemonthofJanuary

M T W T F S S

Week1

Facebook 7am 7am 7am Instagram 5:30pm

8am

Pinterest

8pm

11amTwitter

YouTube LinkedIn Snapchat

Week2

Facebook 7am 5:30pm 5pm 7am Instagram 7:30pm Pinterest 7pm 11amYouTube LinkedIn Snapchat

Week3

Facebook Instagram 7:30am 4pm 9am Pinterest 7pm 8pm 7am 4pmYouTube LinkedIn Snapchat

Week4

Facebook 8:30am 6pm

8am 8am Instagram 5:30pm Pinterest 6pm 6pmYouTube LinkedIn Snapchat

ContentPillar1:Communitycomesfirst ContentPillar2:Facilitiesforeveryone ContentPillar3:Activelife,happylife

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TheabovecampaigncalendarhasbeenbasedonthemonthofJanuaryasGoogleTrendsshowaspikeinsearchvolumeoftermsrelatedto‘gym’everyyearinJanuary,asseenintheyearlyspikesinfigure1below.AfterChristmas,consumersaremotivatedtovisitthegym,starttheyearoffwellandachievehealthandfitnessrelatedNewYear’sresolutions(Harford,2016).Therefore,thesocialmediacampaignwouldbemosteffectivelyutilisedinJanuaryduetoincreasedconsumerinterestinhealthandfitnessrelatedproducts.The2015SensisSocialMediaReportshows45%ofinternetusersconsumesocialmediafirstthinginthemorning,and40%consumesocialmediaafterworkorintheevening(Sensis,2015).Therefore,postswerescheduledonweekdaysinthemorningaroundwakeup/traveltime,andintheeveningaroundtravel/dinnertime.Ontheweekends,postshavebeenscheduledthroughtheday,astheTAisunlikelytohaveworkcommitmentsbetween9-5.Searchpatternoftermsrelatingto‘gym’:

Figure1:(GoogleTrends,2016)

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4.0ContentCreationMediaChannel

ContentPillar2:Facilitiesforeveryone

Contentexample:

Facebook A30-40secondpromotionalvideodetailingthekeyfeaturesandfacilitiesatALFEvertonHills.ABufferSocialstudyoutlinesthatvideosgeneratethemostengagementonFacebook,attractingthreetimesmoreengagementthananyothertypeofpost(Read,2015).Thevideowillinformconsumersoftheupgrades,andwhattoexpectfromALFEvertonHills,withacalltoactionandreferraltothewebsiteattheend.Thisdirectlyrelatedtocontentpillar2andtheconsumerinsight,asthevideoandcaptionwilloutlinethevariousfacilitiesavailableatALF.Anexampleofthisvideo(createdforthepurposeofthisportfolio)canbefoundat:https://youtu.be/gHFLZL3C4FUCaptionsuggestion:It’stheNEWYEAR,soit’stimeforabrandnewyou!Withsquashcourts,acyclestudio,crèche,sauna,poolandmuchmore,wewillhelpyouachieveyourfitnessgoals,nomatterhowbigorsmall!Clickheretofindoutmore!www.activelifefitness.com.au

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Pintrest CreateaPintrestboardshowcasingclientsusingthefacilitiesatActiveLifeFitnessEvertonHills.Photosofthecrèche,weightsareas,yogastudios,andgroupfitnessclasseswillinformconsumersofALF’sbenefitsinaninterestingway,onaplatformtheyarecomfortablewith.ShareaholicresearchhasalsoshownPintrestdrivesmorewebsitetrafficthanGooglePlus,LinkedInandYouTubecombined(Aronica,2012),sothephotowilllinkbacktothewebsitetodrivemoretraffic.Captionsuggestion:Wanttotrysomethingnewthisyear?Gettingcaughtupinthecrazinessofeverydaylife?FINDYOURZEN!ActiveLifeFitnessEvertonHills’brandnewstudiowillhaveyoulimberlikeayogiinnotime!Formorefabfitnessideasfollowourboard.

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Instagram CreateBoomerangvideosofclientsusingvariousfacilitiesatActiveLifeFitness,toshowtheuseinapracticalenvironment.Boomerangvideosarequick,userfriendlyandmoreengagingthanasimplephotograph,andcanshowawidevarietyofavailablefacilitiesthroughindividualposts.Consumerscaneasilyseetechniquesandusesofthefacilities,andbeinspiredbyreallifemovement.AnexampleBoomerangvideo(createdforthisportfolio)canbefoundat:https://youtu.be/QwIoZe_HhU4Captionsuggestion:KICKstartyourdaywithus!OurboxingclassesruneveryWednesdayfrom5:45am,andeverySaturdayfrom8am.ComeandgiveitagotounBOXabrandnewyou!#punsintended#newyearnewyou#gym#boxing#fitspo#activelifefitness

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5.0DigitalPortfolioPleasefollowthelinkprovidedbelowtomydigitalportfoliowebsite,generatedonWordPress:https://adrizzleofhoney.wordpress.com/about/

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WorksCitedAronica,J.(2012).PintrestdrivesmorereferraltrafficthanGooglePlus,LinkedInandYouTubecombined.ShareaholicReports,SocialMedia.BigSocial.(2016).LeveragethepowerofSocialMediaforyourbrand.FromSocialMediaStragegy:https://www.bigsocial.com.au/social-media-strategy.htmlBusinessVictoria.(2016).Usesocialmediaforbusinesses.FromBusinessVictoria:http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-technology/social-media-for-business/using-social-media-to-boost-businessEktron.(2011).SocialMediaStrategy:wordofmouthmarketingforthedigitalage.ExecutiveFocusWhitePaper.GoogleTrends.(2016).ExploreTrends.FromGoogleTrends:https://www.google.com.au/trends/explore#q=gymHarford,T.(2016).Howtokeepyourgymhabit.TheUndercoverEconomist.Kelly,L.(2016).AMB330:DigitalPortfolios.LectureNotes.QueenslandUniversityofTechnology.OOH!Media.(2013).RoadBillboardAdvertising.FromRoad:Theperfectvehicleforbrandswithbigideas:http://www.oohmedia.com.au/our-solutions/road-billboard-advertisingQueenslandGovernment.(2014).Usingsocialmediatomarketyourbusiness:thebasics.BusinessandIndustryPortal.Read,A.(2015).3UnusualLessonsWeLearnedbyStudyingOver16millionPosts(And100,000Brands)onSocialMedia.FromBufferSocial:https://blog.bufferapp.com/3-unusual-lessons-we-learned-by-studying-over-100000-brands-and-16-million-posts-on-social-mediaRoyMorganResearch(2015)RoyMorganSingleSourceResearchSensis.(2015).SensisSocialMediaReport.Sensis.ValMorganCinemaNetwork.(2011).WhyCinema.FromValMorgan:http://www.valmorgan.com.au/why-cinema/