This document discusses strategies for social media and digital marketing. It provides tips on developing a social media plan, collecting content, sharing across different platforms, and using paid advertising. Mobile strategies are also covered, including optimizing for mobile search and developing apps. The goal is to help organizations better engage customers and drive membership sales through embracing new technologies and approaches.

1. @IHRSA
SOCIAL MEDIA AND DIGITAL
MARKETING STRATEGIES
Bryan K. O’Rourke
FIT-C | Fitsomo | Fitmarc | Integerus
bryankorourke.com | @bryankorourke
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2. @bryankorourke | bryankorourke.com
bryan@integerus.com
all presentation content is or will be available
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3. 3
Questions

4. 4
@bryankorourke
A New Paradigm Of Business & Marketing

5. 5
“It is not the strongest or the most
intelligent who will survive but those
who can best manage change.”

6. The process by which a firm profitably
translates customer needs into revenue.
Mark Burgess
Marketing
14 States Of Marketing heidicohen.com/hot-marketing-tips/

7. http://heidicohen.com/marketing-definition/
72
Marketing
definitions

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@bryankorourke

9. “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 BUSINESS
Brian 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

14. 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 JOURNEY
Omni Channel Technology Platforms

15. 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/

17. WE ARE IN THE HUMAN
CONNECTION BUSINESS
BECAUSE BEING GOOD IS NOT
ENOUGH ANYMORE...

18. 80% OF YOUR FUTURE REVENUES WILL
COME FROM 20% OF YOUR
EXISTING MEMBERS

19. 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.”

21. TWEET @Bryankorourke
about #IHRSAINSTITUTE For
A FREE COPY

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

23. Are Clubs Adopting New Technologies ?
2014 US Health Club Technology Survey Report
14 Questions On Key Trends
Fitness Industry Technology Council 2014 | www.fittechcouncil.org
#IHRSAINSTITUTE

24. Mobile Device Trends
24
60Percentage Of Members
Taking Devices With Them
To 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 Search
What 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

25. Mobile Device Trends
25
31Percentage Of All Clubs
With 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 On
Mobile 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

27. 27bryankorourke.com

28. Plan Your Tactics
Most organizations still don't know how to
reconcile social media into their everyday sales
and marketing routine.

29. Evaluate, Determine
Your Budget & Strategy
trade offs

30. 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

31. 4basics to your SM plan

32. Collect Artifacts

33. Curate Assets

34. Create
16 FREE TOOLShttp://
blog.hubspot.com/marketing/free-content-
marketing-tools-list

35. Share & Engage

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@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

47. 47See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8

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Suceess

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#IHRSAINSTITUTE
Handout

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@bryankorourke
Different Platforms - Different Content

51. It’s Native

52. 52
45 Tips And Tricks For Facebook
http://www.wordstream.com/blog/ws/2014/01/30/facebook-advertising-tips#.

53. 53
56 Ways To Market On Pinterest
http://www.copyblogger.com/pinterest-marketing/

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52 Tips For Marketing On Instagram
http://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram

55. It Doesn’t Interrupt

56. It Doesn’t Make Demands (Often)

57. It Leverages Pop Culture

58. It’s Micro

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@bryankorourke
Campaign Content Examples

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@bryankorourke
Campaign Content Examples

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@bryankorourke
All Platforms Covered

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@bryankorourke
Excellent Engagement
WOW !
Responded In 4 Minutes

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@bryankorourke
Campaign Content Examples

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@bryankorourke

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@bryankorourke

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@bryankorourke
Campaign Content Examples

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@bryankorourke
Paid Ads

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@bryankorourke
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

72. Global Federation Meeting #IHRSA2014 | Bryankorourke.com 72
BRIDGE THE GAP
HELPING 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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CROWDSOURCING
Services 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

77. By Embracing New Approaches
You Can Have A Bigger Difference.
I Promise...

78. @bryankorourke | bryankorourke.com
bryan@integerus.com
all presentation content is or will be available
slideshare.net/bryankorourke