social marketing and new media opportunities

Social Marketing & New Media

Opportunities

IHRSA 2012, LA

Saturday, March 17th

Good Morning!

And Happy St. Patty’s Day

Mission Statement

“We improve the quality of life through exercise, nutrition, weight management, wellness and

community.”

Club One Owned & Operated Clubs

• Founded in 1991 in San Francisco

• 14 Bay Area lifestyle clubs

• 55,000 members

Club One Owned & Operated Clubs

Our shared focus…

Net Membership Growth

Frame of Mind to Consider

• Historically, we know very little about our members

and prospects.

• What we do know, we don’t always use.

• Knowledge, when applied, is power.

• Think traditional and communicate “new”.

• Cut down the noise and simplify.

• Be creative, experiment, track, analyze and repeat.

New media channels & shifting consumer behavior change is transforming the way brands market

Roadmap to Success

• Define your key objectives – lead generation and retention;

provide greater customer relevance, response and return

• Assign KPI’s – key performance indicators help measure

success so you know what works and what doesn’t

• Personalize & segment – use analytical & behavioral data to

segment lists and personalize relevant communication

• Experiment – test campaigns against different target groups;

play with imagery, copy, layout until you get it right

• Act genuinely & intentionally – distinguish our voice as

engaging, approachable, knowledgeable and supportive to

build trust and improve loyalty

Our Marketing Tactics

Digital Technology

Social Media

Email Marketing

Direct Marketing

Grassroots Efforts

Digital Technology

Making Smart Decisions Fast

What used to be a message, is now a conversation. Today’s

consumer finds and shares their own information about products in their own way, on their own time.

In 2011, consumers used 10.4 sources of information when

making a purchasing decision, up 100% (5.3 sources) from last

year.

Google, Shopper Sciences, Zero Moment of Truth

Marco Study, April 2011

Mobile App

Keep Members Connected from

Mobile Devices

Highly Confidential. All Rights Reserved.

Current Functionality

• Mobile access to class schedules

• Ability to download classes to

personal calendars

• Class change notification

• Promotions

• Instant-access to contact us

• Membership card

• Social check-ins on Facebook &

Foursquare

• YouTube integration

More App Functionality Possibilities

Online Booking & Scheduling

Member mobile social network

• Offer & review sharing

Geo-social Challenge

• Check-in at various outdoor workout spots for points

• Challenge friends to a competition

Bio-metric tool tracking & calculators

• Provide a mobile tracking resource

• Reward healthy behavior outside the club


Web Marketing


Search, Listings & Reputation Management:

Why is this important?

90% of web traffic comes from organic

listings

The Top 3 spots on Google get 58% of

clicks

Social Search: friend recommendations

and likes garner higher placement

And it’s all FREE.

Lead Gen Web Marketing

Key Guidelines

Determine Most Wanted Responses.

You may want visitors to activate a pass, sign up for a newsletter or

join online.

Amplify.

Link to social pages, review sites and activate share widgets to

enable viral offer & content sharing [sharethis.com or addtoany.com]

Answer the questions prospects & members are asking.

Interact in real time: live chat with SnapEngage; instant answers and

provides an opportunity to survey

Optimize.

Ensure local listings on directories are current; keep content & offers

fresh and compelling.

Social Media

The Social Media Landscape

Social Media Key Guidelines

Stick with What you Know

Strategically select a few key methods of social media outreach to

maintain consistent brand voice.

Relevance

Keep content localized, current, personal and actionable.

Maintain a Consumer Focus

Socialize; participate in every day conversations and build

relationships. Remember 8:2 ratio if not 9:1…

Tracking

Measure interest and engagement qualitatively; track likes,

comments, retweets, views, etc.

Social Media Objectives

Viral Sharing

Engaging Conversation

Geo-Social & Gaming

RecommendationEngines

Online Group Purchasing

Building Community

CONFIDENTIAL

http://upload.wikimedia.org/wikipedia/en/3/33/Groupon-logo_low_res.jpg

Facebook Photo Contest

Fans posted photos of themselves sporting Club One gear for rewards points

Encouraged member interaction and WellPower sign-ups

Generated 163 new likes

Race Registration Giveaway

Post why you’re a fan of fitness on our Facebookpage to be entered to win two registrations to the Giant Race & two tickets to the post-race VIP reception!*.

Giant Race Facebook Winners:

“I’m a fan of fitness because…”

Club One Anniversary T-shirt: Cast Your Vote!

123 total votes, likes and posts

Total Cost of Wildfire app: $16

Gained 38 new fans in 1 week!

Week long voting garnered excitement for upcoming referral reward promotion

Facebook Cause Marketing Campaign:

Give with Your Like


1030 New “Likes”

Ways to Increase “Likes”

Ask Questions

Spark conversation to get members talking.

Post Exclusive Offers

To reward fans for the advocacy and give them something to share.

Provide Tips and Resources

Be the supportive, motivating and knowledgeable voice.

Host Live Discussion

For member to ask questions to expert panels.

Hold Contests, Giveaways, Polls

Engaging activities will increase interaction and activity.

Upload Video

YouTube is the 2nd most used search box behind Google!

Twitter

“Follow the tweets to get the deets”

Members can

follow Club

One’s up-to-date

construction

Twitter feed

during

renovation

closures!

Dedicated YouTube Channels:

Aid in Retention & Increase Engagement

Building Your Stations with Engaging Content

Fitness Tips

Resources and support to help

members achieve their

goals

Meet Our Team

Trainers & Instructorsshare their

fitness philosophy

Quick Workouts

Beyond the Club

5-min workout from a hotel

room or office

And Drive Exposure

Behind the Scenes

Sneak peek into the making of a group class

Success Stories

Celebrate members who have reached

their goals

On the Scene

Capture special events and community

participation

Online Group Purchasing Update

Number of Deals 9

Total Deals Sold 3452

Total Leads in CRM 1653

Total Joins 547

Join to Lead 66.18%

Conversion 33.09%

Net Revenue $98,201


http://upload.wikimedia.org/wikipedia/en/3/33/Groupon-logo_low_res.jpg

The Win-Win-Win: Yelp Daily Deal

• January 6, 2011

• Bay Area Distribution

• 1137 Sold

• 613 activated guest memberships

• 296 joins

• 48% conversion

• $37,521 net revenue

• January 2012 results: 1166 deals sold


Custom Daily Deal Platform


Investing in Earned Media through Advocacy

The #1 motivation for Advocates to recommend is to

help others

There are 3.5 billion brand-

related conversations each

day

75% of consumers trust peer

recommendations; only 14% trust ads

70% of Americans read online

reviews before making a

purchasing decision

Referrals, Recommendations & Revenue

Identify Brand Advocates

Energize Brand Advocates

Track Results, Optimize

http://www.crunchbase.com/company/zuberance

Advocate Identification

http://cl.exct.net/?ju=fe231772756d02787c1d71&ls=fdea1075766d037577117473&m=fefb1671706202&l=fe9b15707563017e71&s=fe2a107076620d79721771&jb=ffcf14&t=

Energizing Advocates: Sharing Made Easy

Driving Referrals through WOM

Share Platform to Help Increase Fans


Open House Invites


Driving Social Recommendations

Email Marketing

Data Mining: Knowledge is Power

Member name

Gender

Age

Email & home address

Join date

Net Promoter score

Orientation date (if any)

Orientation coach

Visit Frequency

Visit patterns

Fitness interests

Main fitness goal

Goal satisfaction

Fitness “personality”

(Meyers/Briggs profile)

Purchase trends & history

Promotional email history

Email open/CTR rate

Engaged Member Knowledge

Increases Revenue & Retention

Spend more $16 per month vs. $7

per month

Use the club 1.5 to 2 times more

per month

Stay as members longer 4.5%

better retention with live

orientation and WP as compared to no orientation

and no WP

Are more satisfied and engaged –

higher NPS

Are a more captive marketing audience – higher

open and CTRs

Rapleaf

We now know even more.

Email Prospect Data

• Age

• Gender

• Location

• Household Income

• Marital Status

• Presence of Children

• Home Owner

• Home Market Value

Email Marketing

Segmentation & Personalization

• Share offers and drive recommendationsAdvocates

• Increase ancillary revenue and aid in retentionWellPower Groups

• Drive rejoin sales via online purchasesAlumni

• Increase referrals & bulk salesCorporate

• Increase sales conversionProspects• Encourage referrals & aid in retention

through engagementMembers

The Engaged Member vs. Non-Users

Targeted Results:

• Total Sends: 1,140

• Unique Opens: 512

• Open Rate: 44%

• Unique Clicks: 183

• CTR: 14.311%

Non-Targeted Results


• Unique Opens: 1,344

• Open Rate: 25%


• CTR: 3.855%

WellPower Groups:

Weight Loss Members at SF/OAK

Non-WP UserEmails Sent: 7412

Open Rate: 20.7%

CTR: 8.5%

WellPower UserEmails Sent: 738

Open Rate: 39.83%

CTR: 17%

Alumni Messaging



• Open Rate: 16%


• CTR: 4.5%

Corporate:

Generating Corporate Leads from Members

22 New Corporate Account Leads in August



• Open Rate: 28%


• CTR: 2%

Missed Guest Prospecting


10% Open Rate

20 Sales

Member Add-ons to Increase Spend


271 Leads

178 Sales

65% Conversion

Member Communication:

Monthly eNewsletters

Email Marketing Key Guidelines

Segment lists by demographics, interests, and/or behavior

One does not fit all. Segment your lists for optimal personalization.

Relevant Promotions

Target members with offers based on their needs and goals allows

for more effective campaigns limiting irrelevant “noise”.

Use photo-driven imagery

Visually stimulating photos garner higher click through rates.

Amplify

Link to your social media pages and activate “Share with a Friend”

functionality to enable viral sharing.

Tracking

Measure opens, click throughs, unsubscribes, etc.

Direct Marketing

Better Direct Marketing Strategy

Advecor

Uses current member database to build

prospect mailing lists based on attributes and behaviors (neighbors of current members, etc.)

Test and measure success with qualitative

results

September Direct MailHit mailboxes September 6th – September 8th

114,000 Sent

492 Sales

$81.33 Cost per Join

Highly Targeted Direct Marketing Campaign


Email and Direct Mail creative segmented by gender + age

Message & offer further personalized to members, prospects, missed guests and alumni

Alumni Segmented Emails

Sent to former female members, younger than 45 years old

5942 emails sent; 17% open rate;

Sent to former female members, ages 45 years & older

2107 emails sent; 22% open rate


Alumni Segmented Emails

Sent to former male members, younger than 45 years old


Sent to former male members, ages 45 years & older



Lead Call Tracking

Vanity phone numbers are included on external marketing

efforts to help us achieve the following:

Marketing Performance

Tracking: accurate

campaign results to attribute ROI

No Missed Leads: prospect’s

contact information is immediately

collected

Calls Are Recorded and

Make for Invaluable Tools for Staff Training

Sample Call Tracking Report & Web Portal

Grassroots Marketing:

Community Outreach & Local Partnerships

Events

CONFIDENTIAL

Technology + Human Interaction = Connection


Rock N’ Roll Marathon Pre-Race Expo

• 2 new same-day joins

• 225 Leads

• 20 TRX demo sign-ups

• 15 WellPower sign-ups

• 16 Member check-ins for Reward Pts

• Preferred race registration for members

The Integrated Campaign:

Black Friday Friends & Family

Rapleaf Prospect Email Data Mining

Predominant Age:

34-44 years old

Gender: ~60%

Female

Location:

California

Mainly Home

Owners

~ 50/50

Married/Single

Predominant

Income: 50K-

100K

Home Market

Value: 250K-

500K

Display Campaign

SFGate.com Homepage

Retargeting Campaign

Facebook Ad Campaign

Direct to Online Enrollments

Real-Time Behavioral Adaption

Reduced Bounce Rates by 13%Increased conversion by 20%

Results

835 new joins in 6 days; nearly doubled last year’s results

Collected $15,725 in enrollment fees

ClubTOTAL 2011

12MO

MTM

Ttl Enroll Fees

TOTAL 2010

Almaden Valley 109 107 2 $200.00 66Carmel Mountain Ranch 69 68 1 $100.00 38

Citigroup Center 15 11 4 $400.00 3

Embarcadero Center 16 10 6 $600.00 17

Encinitas 46 45 1 $100.00 11

Fillmore Center 37 33 4 $400.00 36

Nob Hill 20 19 1 $100.00 7

Oakland City Center 100 77 23 $2,300.00 41

Petaluma 54 35 19 $7,725.00 21

Santana Row 35 30 5 $500.00 44

Scotts Valley 125 122 3 $300.00 59

Silicon Valley 24 23 1 $100.00 13

Silver Creek Sportsplex 64 49 15 $1,500.00 28

Skyport 21 19 2 $200.00 18

Solana Beach 46 42 4 $400.00 10

Union Square 17 14 3 $300.00 7

Yerba Buena 37 32 5 $500.00 24

TOTAL 835 736 99 $15,725.00 443

Results

43% Conversion!

1112 Leads Still Left in the System

CONVERSION SUMMARY - 2011

Count % of Total CO FF

Enrolled 1st time the site was accessed 786 40% 631 156

Enrolled after previously exiting site 49 3% 44 5

TOTAL ENROLLED 835 43% 675 161

Accessed site but did not enroll 1112 57% 975 137

GRAND TOTAL 1947 100% 1650 298

3 New Things You WILL Try…

1.

2.

3.

Thank You!

If you want more details on anything we’ve covered, please

don’t hesitate to contact us. ’d love to hear from you!

Bill McBride

President & Chief Operating Officer

[email protected]

Kari Bedgood

Director of Marketing & PR

[email protected]

social marketing and new media opportunities

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