This document summarizes a presentation on capitalizing on social media for health clubs. It discusses how social media is changing communication from one-way to two-way interactions. It provides an overview of popular social media platforms and evaluates how other industries use social media to engage followers. The presentation examines how European health clubs can build relationships with members through social media and outlines key principles for developing an effective social media strategy.

1. Capitalising on the Social Media Movement
IHRSA Europe Congress, Barcelona, October 2010
(picture source: Flickr: dullhunk

2. Explore the way in which
the web is changing from
a one-way to a more
collaborative and
‘social’ medium

3. Overview of the different
social media channels
and platforms

4. Evaluate how other
industries are using
social media to build
enthusiastic followers

5. Examine how European
clubs are harnessing the
power of social media to
forge relationships
with members

6. Gain an understanding of
some of the key
principles upon which a
company can begin to
develop a social
media strategy

7. Our Panel
Ray Algar, Marketing Strategist
Oxygen Consulting
Jon Moody, Social Media Strategist
ASOMO
Gianluca Scazzosi, Senior Partner
Wellink
Rasmus Ingerslev, CEO
Fresh Fitness / Wexer

8. Who in the audience has
an active…

14. How often do
you update
your networks?

15. Before the web

16. Interruption
marketing

19. Early web harnessed
by business

20. Source: Ryan Turner, Social Media Lead for ZAAZ

21. The web is now
conversational and ‘social’

22. It connects consumers in
unprecedented ways

23. Consumers now have
an online voice

25. www.oreilly.de
Network effect

28. Who is an
Apple fan?

30. How many people
have watched
this video?

32. How many
comments?

35. Capitalising on the Social Media Movement
Jonathan Moody, Social Media Strategist, ASOMO
(picture source: Flickr: dullhunk

36. Why social media?
• "You have to perceive before you can protect,
participate and project.
• Where? - Channels & platforms
• Who? Not just marketing/sales
• Engagement guidelines
• Transformative success
• Health and fitness club perceptions

37. Why social media?
• Every opinion on the internet creates further opinion on and offline.
• A wide range of opinion holders – including actual, former, potential,
competitor customers.
• Opinon content is proactive and free (not elicited or constrained by pre-
defined questionnaries).
• This opinion is growing in credibility and influence on purchase decisions.

38. Channels & Platforms: World View

39. Channels & Platforms: Types
Graphic: Brian Solis socialware © 2001-2010

40. Channels & Platforms: Relevance
• Omnipresence impossible: you can’t
be everywhere!
• Discover where people are talking
about your club/chain or the issues you
are passionate about.
• Keep it local, keep it relevant:
Fitness groups on Facebook in your
area? Running club blog in your town?
Obesity discussion group?
Follow the local Weightwatchers club on
Twitter
Sports technology discussion board?
Does that triathlon forum have a sub-
group for your region?
Source Yes/No
Blog posts Y
Blog comments Y
Discussion boards Y
Usenet Y
Product review sites Y
Photo sharing (e.g., Flickr) Y
Video sharing (e.g.,YouTube) Y
Podcasts Y
Social networks Y
Social news (e.g., Digg, Reddit) Y
Microblogging (e.g., Twitter) Y
Print media Y
Television Y
Radio Y
Other

41. Who? – Not just marketing & sales
Graphic: Elliance 2008 All Rights Reserved socialware © 2001-2010

42. Engagement Guidelines I
• LISTEN UP! You need to perceive before you can protect,
participate and project. When in Rome…
• Adopt behaviours and processes. Listening might be enough.
• Create authentic relationships. Do you want an agency to
create your relationships for you?
• In-house/outsourced: get the balance right/dedicate the
resources.
• Identify objectives / define degree of control / assign tasks.
• Are you comfortable with the tools? What suits you?
• Social media myths: it’s free / completely automated / fun.

43. Engagement Guidelines II
• Content is King: plan it and leverage it.
• It’s not what you know, but who you know:
audience/influence.
• Optimise it. Field of Dreams: If you build it, will they come?
• Rome was not built in a day: time, effort & resources.
• Perpetual Beta: experiment but complete.
• Connect, communicate, share, help, reciprocate,
recommend.
• Don’t hard sell: conversation not campaigning. Marketing
with people not to people.
• Be authentic, stay on topic & know when to remain silent.

44. Transformative Success

45. Transformative Success

46. Transformative Success

47. Transformative Successes

48. Health Club Perceptions
• Context: online opinion mobilising around 10 UK national
health club chains February – September 2007. 781 opinions
from 174 opinion holders from a range of social media.
• Focus - Tangible and intangible aspects: Brand, Facilities,
Membership, Service Experience
• Questions: Have things changed and if so, how? Are
perceptions different for individual clubs/small chains? Are
perceptions different in other markets?
• Topline: 41.4% of opinions positive – compare other sectors.

49. Health Club Perceptions: Who?

50. Health Club Perceptions: What?

51. Recommendations
• Commit: to a comprehensive audit to understand the scope
and nature of opinion mobilising around your club, chain
and/or brand.
• Discuss & implement: strategic (on going, pro-active) and
tactical (club level reactive) actions to re-balance sentiment.
• Agree: code of practice for staff and other stakeholders. See
Telstra Social Media Engagement Policy 3Rs: Represent,
Responsability & Respect
• Integrate: online sentiment with other forms of feedback and
data collection – feed into continuous improvement cycle.

52. Contact
Jonathan Moody
jonathan.moody@asomo.net
Bilbao: +34 944 760 727
Mobile: +34 663 98 78 68
LONDON | PARIS | FRANKFURT | AMSTERDAM | MILANO | BILBAO

53. Capitalising on the Social Media Movement
G.Luca Scazzosi, Wellink
(picture source: Flickr: dullhunk

54. Topics
• Which social medium for clubs?
• Do and Don’t – Common errors and
best practices
• Facebook strategies - Sales and leads
generators

55. The Economist Special Report

56. More than 500.000.000 profiles

57. Social Network UV/Month Reach
Facebook 24.000.000 57%
MySpace 1.900.000 5%
Netlog 1.600.000 4%
Badoo 1.800.000 4%
Twitter 1.100.000 3%
Linkedin 930.000 2%
ITALY’S FIGURES

58. Mistakes to avoid
•Personal rather than company profile
• Not interactive – Not responding to comments.
Blocking posts
• Not allowing fan’s media publications
•Wall configuration not effective
•Limiting the toolbar to wall and information

59. Best practice
•Targeted groups : encourage your team to create groups and
personal profile linked to the company page
• Interactive – Communicate events, information, news
• Personalise – Personalise the toolbar
• Landing page – Have a capture and promotion strategy

60. You have 6 pages contemporaneously
THE TOOLBAR

61. THE LANDING PAGE
Light, and not up date

62. THE LANDING PAGE
Indirect

63. THE LANDING PAGE
Proactive

64. THE LANDING PAGE
Emotional
Proactive

65. THE LANDING PAGE
Aggressive

66. How
How much
When

67. Tips
•Every 5 to 6 info’ and educational post to
1 infomercial
• The fun page should be updated at least
3 times/ week
•Facebook needs 3 to 5 hours per week
to update

68. The new joiner is invited to log in ( if she has a
facebook page, if not we can create it right there )
LEADS GENERATION

69. Look for the club and became a fan
LEADS GENERATION

70. Suggest to his
friends to
visit the
club’s FB page
LEADS GENERATION

71. Make a
selection
to who
invite
LEADS GENERATION

72. The friend confirm and
became a club’s fun
LEADS GENERATION

73. Then if he want try
the club…..
LEADS GENERATION

74. He leaves his contacts
to download the guest
pass and you have a
new lead !
LEADS GENERATION

75. Thank you
gianlucascazzosi@wellink.it
M +39 3351233132
www.wellink.it

76. Capitalising on the Social Media Movement
Rasmus Ingerslev, CEO Fresh Fitness/Wexer
(picture source: Flickr: dullhunk

77. • Get a URL that is easy to promote:
• www.yourclubname.com/facebook
• www.facebook.com/yourclubname
• (FB URL available when 25 people or more like your page)

78. • Use URL in marketing material:
External ads
Welcoming letter
Newsletters
On website

79. • Track your club member to “fan” ratio
• +10% should be the goal

80. • Make yourself easy to
like
Build in like buttons on your website pages
Make sure it is easy to like your FB page
from your website

83. • 43% of news sharing online
is
• done through social media
Email 30%
SMS 15%
Instant messenger 12%

85. • Like is free advertising
Like appears on profile
Average user has 130 friends

86. • CONNECT

87. • google ranking

88. 2.000.000.000
number of videos watched daily

89. Free way of advertising
your club/product

90. Videos
google ranking

91. Embed on site
to boost views

94. •THANKS
• Rasmus E. Ingerslev
• Skype & Twitter: ringerslev
• LinkedIn:
www.linkedin.com/in/ringerslev
• Mail:
rasmus@freshfitness.dk