2012 Social Marketing

1. Social Marketing & New Media
Opportunities
IHRSA 2012, LA
Saturday, March 17th

2. Good Morning!

3. And Happy St. Patty’s Day

4. Mission Statement
“We improve the quality of life through exercise,
nutrition, weight management, wellness and
community.”

5. Club One Owned & Operated Clubs
• Founded in 1991 in San Francisco
• 14 Bay Area lifestyle clubs
• 55,000 members

6. Club One Owned & Operated Clubs

7. Our shared focus…
Net Membership Growth

8. Frame of Mind to Consider
New media channels & shifting consumer behavior
change is transforming the way brands market
• Historically, we know very little about our members
and prospects.
• What we do know, we don’t always use.
• Knowledge, when applied, is power.
• Think traditional and communicate “new”.
• Cut down the noise and simplify.
• Be creative, experiment, track, analyze and repeat.

9. Roadmap to Success
• Define your key objectives – lead generation and retention;
provide greater customer relevance, response and return
• Assign KPI’s – key performance indicators help measure
success so you know what works and what doesn’t
• Personalize & segment – use analytical & behavioral data to
segment lists and personalize relevant communication
• Experiment – test campaigns against different target groups;
play with imagery, copy, layout until you get it right
• Act genuinely & intentionally – distinguish our voice as
engaging, approachable, knowledgeable and supportive to
build trust and improve loyalty

10. Our Marketing Tactics
Digital
Technology
Grassroots Social
Efforts Media
Direct Email
Marketing Marketing

11. Digital Technology

12. Making Smart Decisions Fast
What used to be a message, is In 2011, consumers used 10.4
now a conversation. Today’s sources of information when
consumer finds and shares their making a purchasing decision, up
own information about products in 100% (5.3 sources) from last
their own way, on their own time. year.
Google, Shopper Sciences, Zero Moment of Truth
Marco Study, April 2011

13. Mobile App

14. Keep Members Connected from
Mobile Devices
 Current Functionality
• Mobile access to class schedules
• Ability to download classes to
personal calendars
• Class change notification
• Promotions
• Instant-access to contact us
• Membership card
• Social check-ins on Facebook &
Foursquare
• YouTube integration
Highly Confidential. All Rights Reserved.

15. More App Functionality Possibilities
 Online Booking & Scheduling
 Member mobile social network
• Offer & review sharing
 Geo-social Challenge
• Check-in at various outdoor workout spots for points
• Challenge friends to a competition
 Bio-metric tool tracking & calculators
• Provide a mobile tracking resource
• Reward healthy behavior outside the club
Highly Confidential. All Rights Reserved.

16. Web Marketing
Highly Confidential. All Rights Reserved.

17. Search, Listings & Reputation Management:
Why is this important?
Social Search: friend
90% of web traffic The Top 3 spots on
recommendations
comes from organic Google get 58% of
and likes garner
listings clicks
higher placement
And it’s all FREE.

18. Lead Gen Web Marketing
Key Guidelines
 Determine Most Wanted Responses.
You may want visitors to activate a pass, sign up for a newsletter or
join online.
 Amplify.
Link to social pages, review sites and activate share widgets to
enable viral offer & content sharing [sharethis.com or addtoany.com]
 Answer the questions prospects & members are asking.
Interact in real time: live chat with SnapEngage; instant answers and
provides an opportunity to survey
 Optimize.
Ensure local listings on directories are current; keep content & offers
fresh and compelling.

19. Social Media

20. The Social Media Landscape

22. Social Media Key Guidelines
 Stick with What you Know
Strategically select a few key methods of social media outreach to
maintain consistent brand voice.
 Relevance
Keep content localized, current, personal and actionable.
 Maintain a Consumer Focus
Socialize; participate in every day conversations and build
relationships. Remember 8:2 ratio if not 9:1…
 Tracking
Measure interest and engagement qualitatively; track likes,
comments, retweets, views, etc.

23. Social Media Objectives
Viral Sharing
Building Engaging
Community Conversation
Online Group Geo-Social &
Purchasing Gaming
Recommendation
Engines
CONFIDENTIAL

24. Facebook Photo Contest
Fans posted photos of
themselves sporting Club One
gear for rewards points
Encouraged member
interaction and WellPower
sign-ups
Generated 163 new likes

25. Race Registration Giveaway
Post why you’re a fan of
fitness on our Facebook
page to be entered to
win two registrations to
the Giant Race & two
tickets to the post-race
VIP reception!*.

26. Giant Race Facebook Winners:
“I’m a fan of fitness because…”

27. Club One Anniversary T-shirt: Cast Your Vote!
123 total votes, likes and posts
Total Cost of Wildfire app: $16
Gained 38 new fans in 1 week!
Week long voting garnered excitement
for upcoming referral reward
promotion

28. Facebook Cause Marketing Campaign:
Give with Your Like
1030 New
“Likes”
Highly Confidential. All Rights Reserved.

29. Ways to Increase “Likes”
 Ask Questions
Spark conversation to get members talking.
 Post Exclusive Offers
To reward fans for the advocacy and give them something to share.
 Provide Tips and Resources
Be the supportive, motivating and knowledgeable voice.
 Host Live Discussion
For member to ask questions to expert panels.
 Hold Contests, Giveaways, Polls
Engaging activities will increase interaction and activity.
 Upload Video
YouTube is the 2nd most used search box behind Google!

30. Twitter
“Follow the tweets to get the deets”
Members can
follow Club
One’s up-to-date
construction
Twitter feed
during
renovation
closures!

31. Dedicated YouTube Channels:
Aid in Retention & Increase Engagement

32. Building Your Stations with Engaging Content
Fitness Tips Meet Our Team Quick
Workouts
Resources and Trainers & Beyond the
support to help Instructors Club
members share their
achieve their fitness 5-min workout
goals philosophy from a hotel
room or office

33. And Drive Exposure
Behind the Success On the Scene
Scenes Stories
Capture special
Sneak peek Celebrate events and
into the making members who community
of a group class have reached participation
their goals

34. Online Group Purchasing Update
Number of Deals 9
Total Deals Sold 3452
Total Leads in CRM 1653
Total Joins 547
Join to Lead 66.18%
Conversion 33.09%
Net Revenue $98,201
Highly Confidential. All Rights Reserved.

35. The Win-Win-Win: Yelp Daily Deal
• January 6, 2011
• Bay Area Distribution
• 1137 Sold
• 613 activated guest memberships
• 296 joins
• 48% conversion
• $37,521 net revenue
• January 2012 results: 1166 deals sold
Highly Confidential. All Rights Reserved.

36. Custom Daily Deal Platform
Highly Confidential. All Rights Reserved.

37. Investing in Earned Media through Advocacy
There are 3.5 70% of Americans
The #1 motivation 75% of consumers
billion brand- read online
for Advocates to trust peer
related reviews before
recommend is to recommendations;
conversations each making a
help others only 14% trust ads
day purchasing
decision

38. Referrals, Recommendations & Revenue
Identify Brand Advocates
Energize Brand Advocates
Track Results, Optimize

39. Advocate Identification

40. Energizing Advocates: Sharing Made Easy

41. Energizing Advocates: Sharing Made Easy

42. Driving Referrals through WOM

43. Share Platform to Help Increase Fans
Highly Confidential. All Rights Reserved.

44. Open House Invites
Highly Confidential. All Rights Reserved.

45. Driving Social Recommendations

46. Driving Social Recommendations

47. Email Marketing

48. Data Mining: Knowledge is Power
 Member name  Visit patterns
 Gender  Fitness interests
 Age  Main fitness goal
 Email & home address  Goal satisfaction
 Join date  Fitness “personality”
 Net Promoter score (Meyers/Briggs profile)
 Orientation date (if any)  Purchase trends & history
 Orientation coach  Promotional email history
 Visit Frequency  Email open/CTR rate

49. Engaged Member Knowledge
Increases Revenue & Retention
Stay as members
longer 4.5%
better retention
with live
orientation and Are a more
Spend more $16 WP as compared captive marketing
per month vs. $7 to no orientation audience – higher
per month and no WP open and CTRs
Use the club 1.5 Are more satisfied
to 2 times more and engaged –
per month higher NPS

50. Rapleaf
We now know even more.
Email Prospect Data
• Age
• Gender
• Location
• Household Income
• Marital Status
• Presence of Children
• Home Owner
• Home Market Value

51. Email Marketing
Segmentation & Personalization
• Share offers and drive recommendations
Advocates
• Increase ancillary revenue and aid in
WellPower Groups retention
Alumni • Drive rejoin sales via online purchases
Corporate • Increase referrals & bulk sales
Prospects • Increase sales conversion
• Encourage referrals & aid in retention
Members through engagement

52. The Engaged Member vs. Non-Users
Targeted Results:
• Total Sends: 1,140
• Unique Opens: 512
• Open Rate: 44%
• Unique Clicks: 183
• CTR: 14.311%
Non-Targeted Results
• Total Sends: 5,239
• Unique Opens: 1,344
• Open Rate: 25%
• Unique Clicks: 201
• CTR: 3.855%

53. WellPower Groups:
Weight Loss Members at SF/OAK
WellPower User
Emails Sent: 738
Open Rate: 39.83%
CTR: 17%
Non-WP User
Emails Sent: 7412
Open Rate: 20.7%
CTR: 8.5%

54. Alumni Messaging
• Total Sends: 20,358
• Unique Opens: 3,313
• Open Rate: 16%
• Unique Clicks: 922
• CTR: 4.5%

55. Corporate:
Generating Corporate Leads from Members
 22 New Corporate Account
Leads in August
• Total Sends: 10,363
• Unique Opens: 2,862
• Open Rate: 28%
• Unique Clicks: 208
• CTR: 2%

56. Missed Guest Prospecting
10% Open Rate
20 Sales
Highly Confidential. All Rights Reserved.

57. Member Add-ons to Increase Spend
271 Leads
178 Sales
65% Conversion
Highly Confidential. All Rights Reserved.

58. Member Communication:
Monthly eNewsletters

59. Member Communication:
Monthly eNewsletters
Highly Confidential. All Rights Reserved.

60. Email Marketing Key Guidelines
 Segment lists by demographics, interests, and/or behavior
One does not fit all. Segment your lists for optimal personalization.
 Relevant Promotions
Target members with offers based on their needs and goals allows
for more effective campaigns limiting irrelevant “noise”.
 Use photo-driven imagery
Visually stimulating photos garner higher click through rates.
 Amplify
Link to your social media pages and activate “Share with a Friend”
functionality to enable viral sharing.
 Tracking
Measure opens, click throughs, unsubscribes, etc.

61. Direct Marketing

62. Better Direct Marketing Strategy
Uses current member
database to build Test and measure
prospect mailing lists success with qualitative
Advecor
based on attributes and results
behaviors (neighbors of
current members, etc.)

63. September Direct Mail
Hit mailboxes September 6th – September 8th
114,000 Sent
492 Sales
$81.33 Cost per Join

64. Highly Targeted Direct Marketing Campaign
Email and Direct Mail creative segmented by gender + age
Message & offer further personalized to members, prospects,
missed guests and alumni
Highly Confidential. All Rights Reserved.

65. Alumni Segmented Emails
Sent to former female members, younger Sent to former female members, ages 45
than 45 years old years & older
5942 emails sent; 17% open rate; 2107 emails sent; 22% open rate
Highly Confidential. All Rights Reserved.

66. Alumni Segmented Emails
Sent to former male members, younger Sent to former male members, ages 45
than 45 years old years & older
4142 emails sent; 18% open rate 1928 emails sent; 22% open rate
Highly Confidential. All Rights Reserved.

67. Lead Call Tracking
Vanity phone numbers are included on external marketing
efforts to help us achieve the following:
Marketing No Missed Leads:
Calls Are
Performance prospect’s
Recorded and
Tracking: contact
Make for
accurate information is
Invaluable Tools
campaign results immediately
for Staff Training
to attribute ROI collected

68. Sample Call Tracking Report & Web Portal

69. Grassroots Marketing:
Community Outreach & Local Partnerships

70. Events
CONFIDENTIAL

71. Technology + Human Interaction = Connection
Rock N’ Roll Marathon Pre-Race Expo
• 2 new same-day joins
• 225 Leads
• 20 TRX demo sign-ups
• 15 WellPower sign-ups
• 16 Member check-ins for Reward Pts
• Preferred race registration for
members
Highly Confidential. All Rights Reserved.

72. The Integrated Campaign:
Black Friday Friends & Family

73. Rapleaf Prospect Email Data Mining
Predominant Age:
34-44 years old
Gender: ~60%
Female
Location:
Predominant California
Income: 50K- Mainly Home
100K Owners
~ 50/50
Home Market Married/Single
Value: 250K-
500K

74. Display Campaign
SFGate.com Homepage

75. Retargeting Campaign

76. Facebook Ad Campaign

77. Direct to Online Enrollments

78. Real-Time Behavioral Adaption
Reduced Bounce
Rates by 13%
Increased conversion
by 20%

79. Results
835 new joins in 6 days; nearly doubled last year’s results
Collected $15,725 in enrollment fees
TOTAL 12M MT Ttl Enroll TOTAL
Club 2011 O M Fees 2010
Almaden Valley 109 107 2 $200.00 66
Carmel Mountain
Ranch 69 68 1 $100.00 38
Citigroup Center 15 11 4 $400.00 3
Embarcadero Center 16 10 6 $600.00 17
Encinitas 46 45 1 $100.00 11
Fillmore Center 37 33 4 $400.00 36
Nob Hill 20 19 1 $100.00 7
Oakland City Center 100 77 23 $2,300.00 41
Petaluma 54 35 19 $7,725.00 21
Santana Row 35 30 5 $500.00 44
Scotts Valley 125 122 3 $300.00 59
Silicon Valley 24 23 1 $100.00 13
Silver Creek Sportsplex 64 49 15 $1,500.00 28
Skyport 21 19 2 $200.00 18
Solana Beach 46 42 4 $400.00 10
Union Square 17 14 3 $300.00 7
Yerba Buena 37 32 5 $500.00 24
TOTAL 835 736 99 $15,725.00 443

80. Results
CONVERSION SUMMARY - 2011
Count % of Total CO FF
Enrolled 1st time the site was accessed 786 40% 631 156
Enrolled after previously exiting site 49 3% 44 5
TOTAL ENROLLED 835 43% 675 161
Accessed site but did not enroll 1112 57% 975 137
GRAND TOTAL 1947 100% 1650 298
43% Conversion!
1112 Leads Still Left in the System

81. 3 New Things You WILL Try…
1.
2.
3.

82. Thank You!
If you want more details on anything we’ve covered, please
don’t hesitate to contact us. ’d love to hear from you!
Bill McBride
President & Chief Operating Officer
bill.mcbride@clubone.com
Kari Bedgood
Director of Marketing & PR
kari.bedgood@clubone.com