PPT from the 2012 Gold's Gym Convention in Las Vegas. Bryan O'Rourke shares details on how gyms can drive revenues using social media.

1. Effective Social Media
Promotion & Marketing To
Drive Gym Traffic
Bryan K. O’Rourke
July 2012
1

2. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
• Context
• Tools & Platforms
• Improve Outcomes - Engagement
• Tips
• Q&A
• Available via bryankorourke.com
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3. Context : What It Is And What It Ain’t
definition: “parts of a piece of writing or speech, that precede and
follow a word or passage and contribute to its full meaning.”
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4. 2012
Change Or Die
Bryan K. O’Rourke - CEO Integerus
9 Things Fitness Industry
©2012 | www.bryankorourke.com Leaders & Brands Must Do To
January 2012
4 Avoid Extinction & Flourish

5. 9 Things Fitness Industry Leaders &
Change Or Die Brands Must Do To
Avoid Extinction & Flourish
Its about the
MEMBER
stupid
BUSINESS HAS CHANGED 5

6. Overview : What It Is And What It Ain’t
When they gave Mr. Dyer trouble
about his water damage claim he
tweeted his disapproval....
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6

7. Overview : What It Is And What It Ain’t
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8. Overview : What It Is And What It Ain’t
social media is
NOT !
A Silver Bullet
silver bullet metaphorically: “any
straightforward solution perceived
to have extreme effectiveness”
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9. Overview : What It Is And What It Ain’t
REPUTATION
@garyvee ACQUISITION
Gary Vaynerchuck & RETENTION
Gold’s Gym Convention 2012 | bryankorourke.com @bryankorourke today 9

10. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
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11. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
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12. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
Want to drive gym traffic ?
Create great member experiences on and offline
that members and their friends want to talk about
and engage in social media about...
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13. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
What’s Stopping
You ?
Don’t Know What To Do
No Time Or Resources
Try To Do Too Much
Unreasonable Expectations
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14. Platforms : Which Ones To Choose & Why
TIPS TO SAVE TIME !
Needed Tools:
One Of These:
Hootsuite
Sprout Social
Socialoomph
A review of 7
tools here: http://workawesome.com/software/social-media-management/
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15. Platforms : Which Ones To Choose & Why
TIP TO SAVE TIME !
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16. Platforms : Which Ones To Choose & Why
TIPS TO SAVE TIME !
@fitmarc Needed Tools:
Link Shortener
Analytics
Vanity URL
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17. Platforms : Which Ones To Choose & Why
TIPS TO SAVE TIME !
Important Analytics
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18. Platforms : Which Ones To Choose & Why
TIPS TO SAVE TIME !
Important Analytics
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19. Platforms : Which Ones To Choose & Why
Focus - Crawl, Walk, Jog, Run
Focus On These:
Facebook
Twitter
Pinterest
Tumblr
Linkedin
Yelp
YouTube
Foresquare
Instagram
Google Plus
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20. Platforms : Which Ones To Choose & Why
Has Your Facebook Site Gotten Stale ?
Make Certain You
Pay Attention To Design
Vanity URL NameVine
EdgeRankChecker
Facebook Insights
QR Code
FB Ads Yes !!
Great Tips Here: http://mashable.com/2012/02/20/facebook-marketing-small-business/
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21. Platforms : Which Ones To Choose & Why
Consider Platforms For Apps
@bryankorourke

22. Platforms : Which Ones To Choose & Why
Twitter
Make Certain You
Cultivate A Voice
Follow The Right People
Share Great Content
Have A Sense Of Humor
Search Search Search
Great Tips Here: http://www.pcmag.com/article2/0,2817,2383408,00.asp
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23. Platforms : Which Ones To Choose & Why
Twitter - Search Nearby
Search Tips Here: http://www.labnol.org/internet/find-twitter-users-near-your-location/13747/
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24. Platforms : Which Ones To Choose & Why
Pinterest - Interest Graph Trend
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25. Platforms : Which Ones To Choose & Why
Pinterest - Visual Interest Graph
http://blog.hubspot.com/blog/tabid/6307/bid/33272/A-Simple-Cheat-
Tips Here: Sheet-for-Using-Pinterest-for-Marketing-Infographic.aspx
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26. Platforms : Which Ones To Choose & Why
Pinterest - Interest Graph
Make Certain You
Pin & Repin
Share And Be Nice
Pin From Your Web Site
Visual
56 Ways To Market Using Pinterest:
http://www.copyblogger.com/pinterest-marketing/
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27. Platforms : Which Ones To Choose & Why
Blog - Great Blog Platform Tumblr
Blogger, Wordpress, SquareSpace
Create Original Content - Tag, Tag, Tag
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28. Platforms : Which Ones To Choose & Why
Professional Profile - Company Profile
Linkedin Is A GREAT Sales Tool
Search For Influencers
Upgrade To Professional
Professional Profile
Business Profile
Updates
Testimonials
Check Out Using Linkedin For Business
http://www.copyblogger.com/linkedin/
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29. Platforms : Which Ones To Choose & Why
Yelp
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30. Platforms : Which Ones To Choose & Why
Yelp - Members Are Talking
Shockingly many clubs don’t even respond !
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31. Platforms : Which Ones To Choose & Why
Yelp - Members Are Talking
Google Places & Reviews - Keep An Eye Out
Claim Your Business
Update Profile
Respond to ALL Comments
Testimonials
Check Out Using YELP For Business
https://biz.yelp.com/
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32. Platforms : Which Ones To Choose & Why
YouTube - Video Rules
Video Rules !
Cheap Hi Def Video
Outsource For Editing
iMovie
Short & Sweet
Check Out Creating Cool Video Content:
http://www.bryankorourke.com/journal/2011/7/21/why-arent-you-creating-cool-video-content-video.html
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33. Platforms : Which Ones To Choose & Why
YouTube - LuLuLemon
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34. Platforms : Which Ones To Choose & Why
Foursquare
Simple Powerful FREE
Mayor
Specials
Interface With Networks
https://foursquare.com/
business/
Great Tips Here: http://mashable.com/2011/07/13/foursquare-marketing-campaigns/
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35. Platforms : Which Ones To Choose & Why
Instagram
Instagram
Visual Content
Pictures
Interfaces With Networks
Mobile Phones
http://www.businessinsider.com/
these-brands-are-doing-amazing-
things-with-instagram-2012-6?op=1
Great Tips Here: http://mashable.com/2012/07/03/instagram-for-business/
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36. Platforms : Which Ones To Choose & Why
Google +
Search Engine
Share
Circles
Video, Photos
http://smallbiztrends.com/2012/04/a-quick-practical-business-guide-to-
Great Tips Here: google-plus.html
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37. Platforms : Which Ones To Choose & Why
Google +
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38. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
cross pollinate
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39. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
about serving customers
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40. Effective Social Media Promotion &
Marketing To Drive Gym Traffic
Improving Outcomes - Engagement
Content Is King - It Better Be GREAT

41. 5 Tips For Content Marketing
Five Things To Focus On

42. 1. Don’t Skimp On Design
VISUAL = ENGAGEMENT
@bryankorourke

43. 1. Don’t Skimp On Design
Visual facebook
Change Visuals On Your Page To
Reflect The Season
@bryankorourke

44. 1. Don’t Skimp On Design
Instagram | Pinterest
The Interest Graph - Visual
Need Design Work ?
[ELANCE]
@bryankorourke

45. 2. Make It Multiple Media
Vary Content Type
Engaging & Well Rounded
@bryankorourke

46. 2. Make It Multiple Media
Vary Content Type - Original
Original Content Is Best & Blog | Visual
TAG TAG TAG
@bryankorourke

47. 2. Make It Multiple Media
Vary Content Type
@bryankorourke
Pets Are Great Content

48. 2. Make It Multiple Media
Vary Content Type
Bit.ly Its Not What You Say Its
Edgerank Checker HOW & WHEN You Say It
•Fan engagement is 8% above average on Wednesday;
•Questions Posts generate double comments of “non-question” Posts;
•Fill in the blank Posts receive 9 times more Comments than other Posts.;
•Offer fans “$ off” and coupons. Posts containing these offer-related
keywords receive the highest engagement.
@bryankorourke

49. 3. No Hard Selling
Don’t SPAM Or PUSH
Use “Pull” Tactics
@bryankorourke

50. 3. No Hard Selling
Don’t SPAM Or PUSH
Events “Pull”

51. 3. No Hard Selling
Don’t SPAM Or PUSH
Video Content Is GREAT Pull

52. 4. Make It About Members
Visual, Story Oriented, Personality Oriented
@bryankorourke

53. 4. Make It About Members
Visual, Story Oriented, Personality Oriented
@bryankorourke

54. 5. Connect
Share Via Web Site & Offline
Shareable & Interconnected
@bryankorourke

55. 5. Connect
Share Via Web Site & Offline
@bryankorourke

56. Effective Social Media Promotion &
Marketing To Drive Gym Traffic | TIPS
TIPS FOR
Social Marketing
Make A Decision
Have a Plan
Slow & Steady
Set A Policy
http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-
Social Media Policy Here: media-policy-for-your-organization.html
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57. Effective Social Media Promotion &
Marketing To Drive Gym Traffic | QUESTIONS
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