This presentation, including video, was shared by Bryan O'Rourke at the 2012 Athletic Business iClubs Conference. The content addresses why health clubs should use social media; the philosophy required to make it work; and platforms and tools for success.

1. Effective Social Media Strategies
That Will Drive Member Traffic
Bryankorourke.com
December 1, 2012 | New Orleans, Louisiana
@bryankorourke
Available at bryankorourke.com
http://www.slideshare.net/Bryankorourke
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2. You Can’t Make “How Many Are Using Social
Media Today ?”
Everyone Happy iClubs Conference 2012 | bryankorourke.com 2

3. Effective Social Media Strategies
That Will Drive Member Traffic
1. Why ?
2. Philosophy
3. Tools & Platforms
4. 5 Smart Tips
Bryankorourke.com
December 1, 2012 | New Orleans, Louisiana
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4. 1. Why ?
“Business has two basic functions:
Marketing & Innovation”
Anyone Know Who
This Man Is ?
Peter Drucker
iClubs Conference 2012 | bryankorourke.com 4

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

6. 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
6
Avoid Extinction & Flourish

7. What It Is And What
It Ain’t iClubs Conference 2012 | bryankorourke.com 7

8. Problem RESOLVED
Happy Customer iClubs Conference 2012 | bryankorourke.com 8

9. 75%
2012 : number of US adult females on social media,
number of households with greater than $75K of
income on social media, 69% of all US adults on SM
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10. 2. Philosophy
A Piece Of
Your Puzzle
Social Media Must Be There Is No Silver Bullet When
Enhancing Performance
Put In CONTEXT iClubs Conference 2012 | bryankorourke.com 10

11. @garyvee Using Social Media To
Grow Club Membership
Gary Vaynerchuck iClubs Conference 2012 | bryankorourke.com 11

12. Forget The Term
Social Media
Remember To Be:
Grateful, Human, Giving,
Caring, Real
Bryankorourke.com
December 1, 2012 | New Orleans, Louisiana 12

13. @Kitathedog
Bryankorourke.com
December 1, 2012 | New Orleans, Louisiana 13

14. Want To Drive Your
Membership ?
Create GREAT experiences that
members want to talk about
Using Social Media To
Online & Offline Grow Club Membership
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15. 3. Tools & Platforms
Don’t Know What To Do
No Time Or Resources
Try To Do Too Much
Unreasonable Expectations
What’s Stopping Less Than An Hour A Day
15 You ? iClubs Conference 2012 | bryankorourke.com

16. 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/
Athletic Business 2012 | bryankorourke.com 16

17. Platforms : Which Ones To Choose & Why
TIPS TO SAVE TIME !
@fitmarc Needed Tools:
Link Shortener
Analytics
Vanity URL
Gold’s Gym Convention 2012 | bryankorourke.com 17

18. Platforms : Which Ones To Choose & Why
TIPS TO SAVE TIME !
Important Analytics
iClubs Conference 2012 | bryankorourke.com 18

19. Platforms : Which Ones To Choose & Why
TIPS TO SAVE TIME !
Important Analytics
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20. 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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21. 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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22. Platforms : Which Ones To Choose & Why
Twitter
Make Certain You
Cultivate A Voice
LISTEN LISTEN LISTEN
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
iClubs Conference 2012 | bryankorourke.com 22

23. Platforms : Which Ones To Choose & Why
Twitter - Search Nearby
Use
Advanced
Search
Feature
Search Tips Here: http://social2cents.com/social-tools/twitter-advanced-search/
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24. 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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25. Platforms : Which Ones To Choose & Why
Blog - Great Blog Platform Tumblr
Blogger, Wordpress, SquareSpace
Create Original Content - Tag, Tag, Tag
Gold’s Gym Convention 2012 | bryankorourke.com
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26. 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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27. Platforms : Which Ones To Choose & Why
Yelp - Members Are Talking
Shockingly many clubs don’t even respond !
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28. 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/
Gold’s Gym Convention 2012 | bryankorourke.com 28

29. Platforms : Which Ones To Choose & Why
YouTube - Video Rules
Video Rules !
Cheap Hi Def Video
Outsource
iMovie
Short & Sweet
fiveer
Check Out Creating Cool Video Content:
http://www.bryankorourke.com/journal/2011/7/21/why-arent-you-creating-cool-video-content-video.html
iClubs Conference 2012 | bryankorourke.com 29

30. 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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31. 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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32. Platforms : Which Ones To Choose & Why
Google +
Search Engine
Share
Circles
Video, Photos
http://smallbiztrends.com/2012/04/a-quick-practical-business-guide-to-google-
Great Tips Here: plus.html
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33. Effective Social Media Promotion & Marketing
To Drive Gym Traffic
5 Things To Do For Your Club To Drive
Membership Using Social Media
Thanks Goes To Friend,
Colleague and Club Owner of
The Fitness Rave, Lydia Haskell
For Sharing Her Views On The
Subject !
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34. 4. Make It About Members
1. Make It About Your Customers Visual,
Story Oriented, Personality Oriented
@bryankorourke
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35. 4. Make It About Members
1. Make it about them - Member of the
Month, Post of the Week, Contests
@bryankorourke
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36. 1. Don’t Skimp On Design
2. Listen , Connect & Communicate
Promote your networks
for awareness . Tell
members why to
connect.
Walk their walls and
engage and comment on
their platforms.
Include networks on all
advertising, cards, email.
@bryankorourke 36

37. 1. Don’t Skimp On Design
2. Listen Connect & Communicate
Fan engagement is up 8%
on Wednesdays up more
on Saturday.
Fill in the blank posts 9
times more engagement.
Group & Social Media Make offers available.
A Perfect Combination
Develop a social media policy that promotes instructors to connect with
members on social media and to tag and share content.
Social Media Policy Here: http://www.bryankorourke.com/journal/2011/6/26/do-you-have-a-social-
media-policy-for-your-organization.html
@bryankorourke 37

38. 1. Don’t Skimp On Design
Instagram | Pinterest
3. Visual Content Rules
Pics Pics Pics
Need Design Work ?
[ELANCE] {FIVEER}
@bryankorourke
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39. 1. Don’t Skimp On Design
Visual facebook
3. Visual Content Rules
Change Visuals On Your Page To
Reflect The Season
@bryankorourke
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40. 2. Make It Multiple Media
Vary Content Type - Original
3. Visual Content Rules
Pictures - Lots Of Pictures
Pictures of members and
events are great.
Curating pictures is
effective. Branded
programs often provide
content.
Tag pictures and
encourage others to do
@bryankorourke
so.
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41. 3. No Hard Selling
Don’t SPAM Or PUSH
4. Video Content Is GREAT Pull
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42. 3. No Hard Selling
Don’t SPAM Or PUSH
5. Patience
Take Your Time,
Plan, Set Realistic
Expectations
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43. Effective Social Media Promotion & Marketing
To Drive Gym Traffic | TIPS
TIPS FOR
Social Media To
Drive Club Traffic
Why
Philosophy
Tools & Platforms
5 Tips
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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44. Effective Social Media Strategies
That Will Drive Member Traffic
Bryankorourke.com
December 1, 2012 | New Orleans, Louisiana
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