This document discusses how social media, such as Facebook, Twitter, and YouTube, can help health clubs with client retention, lead generation, and return on investment. It proposes a social media marketing campaign that includes regularly posting content to platforms like Facebook, Twitter, and a YouTube channel to engage customers and prospects. The campaign aims to increase the gym's online visibility and presence where customers are already spending time in order to drive more memberships and referrals.

1. A SOCIAL MEDIA MARKETING
SOLUTION

2. WHY SOCIAL MEDIA?
• Facebook is the number one online destination beating out search engines such as Google, Bing, and Yahoo.
• If Facebook were a country it would be the 3rd largest in the world
• The average Facebook user spends 55 minutes a day on the network.
• Over half of all Americans use Facebook.
• 33% of Twitter users share opinions about products or companies.
• 37% of Twitter users are more likely to purchase your product if they have subscribed to your tweets.
• YouTube is the 2nd largest search engine in the world
• 100 plus hours of video are uploaded to Youtube every 4 minutes
• Source: SocialMediaexplorer.com

3. HOW DO THESE STATS
TRANSLATE TO MY HEALTH
CLUB?

4. CLIENT RETENTION
• “What is out of sight is out of mind.” You need to be where
your clients are, period.
• Facebook posts will help to motivate your members to get to
the gym and to eat healthy. As long as they maintain a healthy
mindset, they will remain members of your club.
• An online community provides your members with a chance
to voice their opinion and be heard. Think of social media as
an additional customer service line.

5. LEAD GENERATION
• Increasing your online visibility is extremely important for lead generation. If you are not where
customers are looking then you just missed an opportunity to sign up a new member.
• When club members join your Facebook fan page and begin leaving comments on the page, their
friends will see these messages and will become interested in a membership as well.
• Member referrals carry much more weight than any type of advertising. Social media provides an
easy medium for a referral program.
• Up-selling is also a huge benefit of social media. The conversation we foster around group fitness
classes and personal training encourages members to give it a try.

6. 4 ELEMENTS OF A SOCIAL
MEDIA CAMPAIGN
• Construction and management of a Facebook fan page.
• Construction and management of a Twitter account.
• Construction and management of a Youtube channel.
• Article creation and submission to Hubpages.

7. FACEBOOK
• Update the page 3-5 times daily with fitness tips, weight loss strategies, healthy recipes, fitness class
schedules, referral promos, fitness-related videos, and motivational quotes.
• We receive an email any time a comment is left on your Facebook page allowing us to respond to
that comment immediately.
• Addition of a Youtube and Twitter application which allows for stored videos on your page along
with a direct link over to your Twitter account.
• Day of the week special posts include: Motivational Monday, Nutritional Wednesday, and Fitness
Friday
• We post once a day on Saturday and Sunday
• Our goal is to have your Facebook page become a secondary website for your club.

8. Advecor offers a
complimentary email blast
along with a sweepstakes to
launch your campaign.
The goal is to engage your
fans. Facebook’s algorithm
is such that the more
people comment on a
post, the more impressions
they will give that post on
the home feed to those
fans and those fan’s friends.
A status update can go
“viral” in terms of Facebook
if a large number of people
comment or “like” the post.

9. This discussion did several things. The
high volume of responses led to over
1400 impressions! It also led to a
revised fitness schedule at Gold’s Gym
Fullerton. Members commented on
their favorite classes and schedules, then
adjustments were made to cater to
their liking. In addition posts of this
nature generate interest among non-
members to join the club. Nobody
wants to miss a fun fitness class and the
community discussion afterwards.
The Online Marketing Summit
conference just taught us how to
encourage our audience to speak
more frequently about themselves.
The more excitement we can create
for your members to tell their
personal story of strength, the more
success we will have marketing these
pages, retaining members of your
club, and referring new members.

10. Providing informative and practical
information is most important. We
want your members to see a direct
benefit from the fitness tips that we
provide. This is what brings them
back to the page after an initial visit.
We help your members
recognize and reaffirm that
they feel good, happy,
healthy, and confident
because they workout
consistently.

11. TWITTER
• Update your account 3-5 times daily with fitness tips, healthy
recipes, and weight loss strategies.
• Main focus of Twitter is to create dialogue in the community.
• Unprecedented growth of 30-40 new Twitter followers daily in
your first month. This equates to over a thousand followers in
four weeks! (average Twitter user has under 200 followers)
• Twitter
is a great source for sending traffic to your Facebook
fan page.

12. A large Twitter following means
you are guaranteed great
visibility. This translates to more
inquires about memberships.

13. Local organizations and businesses
really embrace each other on
Twitter as it is easier to
communicate directly with one
another compared to Facebook.

14. YOUTUBE
• We offer the service of editing up to three videos a month to upload to your YouTube channel.
• Video editing consists of adding captions, background music, and visual effects

15. YOUTUBE
• We offer the service of editing up to three videos a month to upload to your YouTube channel.
• Video editing consists of adding captions, background music, and visual effects

16. HUBPAGES
• Onecarefully crafted and completely unique article submitted
to Hubpages per month.
• Articlewill be SEO friendly and will link to your Facebook,
Twitter, Youtube, and club website.
• Article will ensure a positive review of your club as a search
result

17. A Hubpage article
will ensure that your
club has a positive,
accurate, and detailed
review of its
amenities. It will be
SEO friendly and
optimized to be a
top search result.
Links at the bottom
of the article will
direct traffic to your
Facebook, Twitter,
Youtube, and club
website.

18. RETURN ON INVESTMENT
• Limited expenses compared with
traditional marketing mediums
• Use social networking sites to cross
market one another
• Member retention
• Lead generation
• Dramatically increase brand visibility

19. ADDITIONAL SERVICES OFFERED
• Facebook Advertising (extreme online demographic
advertising)
• Facebook Places Campaign
• Management of an additional social networking site
(Flickr, Yelp, or Digg)

20. FACEBOOK
ADVERTISING
• Extreme targeting based on the following demographics (age,
gender, location, martial status, education, interests/hobbies,
social connections, and more!
• Average costs per click or lead is close to a dollar ( on avg.
one dollar gets you a targeted lead!)
• Choice to pay per click or per one thousand impressions (cpc
is best used for results advertising while cpm for creating
awareness)

21. Gold’s Gym Fullerton example
Facebook ad

22. FACEBOOK PLACES
• Facebook Places is a check in service similar to Foursquare
• Gym members can use their smart phone to “virtually” check into your gym’s location
• Every check in becomes a status update on their Facebook profile
• The average Facebook user has 130 Facebook friends.
• Each check in becomes not just an advertisement for your club but a member referral to all 130
Facebook friends
• Health Club industry is the best industry to implement a Facebook Places campaign because gym
goers take pride in telling their friends that they are at the gym.

23. Example of status update via Facebook
Places. When I checked into PF Changes... I
referred this restaurant to all my Facebook
friends.
Facebook Places has such great potential
that The University of Kentucky began
placing large wooden blue check in icons
around their campus. Students are
encouraged to “check into” the different
locations. The campaign has worked to
increase the number of high school
students applying to the university for
college.

24. ADDITIONAL SOCIAL MEDIA ACCOUNT
MANAGEMENT
• Youtell us if there is another social networking account
you would like for us to manage and we will do so!

25. WHAT IT TAKES TO RUN A SUCCESSFUL
CAMPAIGN
• Need to provide pictures and or photos to use for profile
pictures
• Addition of social networking buttons to your company
website
• Use of ad cards, banners, business cards, email, and word of
mouth to encourage members to join your gym online
• Ability to provide gym giveaways and or other incentives for
members to become social online
• Willingness to keep Advecor informed of gym news, current
promotions, and any changes to fitness classes, hours of
operation, and the like.