Release Your Inner Geek 2011
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Social media for fitness professionals presentation given at 2011 IHRSA conference in San Francisco.
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Release Your Inner Geek 2011
- 1. r In ner You ase ek! Rele Ge
- 3. “...the most dejected and reluctant convert in all of England.”
- 4. “Why would we want to cater to a bunch of 12 year olds?”
- 6. “Your brand is what Google says your brand is, not what you say your brand is.”
- 7. “People don’t listen to companies, they listen to people.” - Seth Godin
- 11. 1. Listen
- 13. What are people saying about you or your club?
- 15. “Companies that don't realize their markets are now networked person-to- person, getting smarter as a result and deeply joined in conversation are missing their best opportunity.”
- 18. groundswell winning in a world transformed by social technologies Charlene Li Josh Bernoff
- 19. groundswell winning in a world transformed by social technologies Charlene Li Josh Bernoff P OS T
- 20. P O S T
- 21. People Who are you trying to reach? What are they ready for? Objectives What are your goals? Listening, talking, supporting... Strategy How do you want relationships with your customers to change? Technologies Which technologies are the right ones for you?
- 24. 1. Listen 2. Learn 3. Experiment
- 49. Trust + Community = ROI
- 50. sgroves@goodlifefitness.com TM SteveatGoodLife Steven Groves
Notes de l'éditeur
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- Intro to Steve Groves & GoodLife\nSpent 2 years away - Sun Media - newsrooms then advertisers\nPoll - Facebook, Twitter, Yelp, Foursquare, YouTube\nFew true SM experts\nAlso see Casey Conrad on Sat\n
- My credentials CS Lewis -- What changed? [START VIDEO]\n
- My credentials CS Lewis -- What changed? [START VIDEO]\n
- Most of you have likely seen this before\n2-3 years old now\n
- San Diego 2008 ‘Ask and Industry Leader’ session on Marketing\nNot coincidentally I left industry soon after\nAttitude was same elsewhere - by ignoring it they can avoid nastiness with critics and trolls\nYou can’t opt out\nAre your ears burning?\n
- What are they saying about you?\nChris Anderson The Long Tail & Wired mag editor\nOver 25% of search results for major brands link to UGC\nSo what do you do about it?\n
- What are they saying about you?\nChris Anderson The Long Tail & Wired mag editor\nOver 25% of search results for major brands link to UGC\nSo what do you do about it?\n
- What are they saying about you?\nChris Anderson The Long Tail & Wired mag editor\nOver 25% of search results for major brands link to UGC\nSo what do you do about it?\n
- What are they saying about you?\nChris Anderson The Long Tail & Wired mag editor\nOver 25% of search results for major brands link to UGC\nSo what do you do about it?\n
- What are they saying about you?\nChris Anderson The Long Tail & Wired mag editor\nOver 25% of search results for major brands link to UGC\nSo what do you do about it?\n
- What are they saying about you?\nChris Anderson The Long Tail & Wired mag editor\nOver 25% of search results for major brands link to UGC\nSo what do you do about it?\n
- What are they saying about you?\nChris Anderson The Long Tail & Wired mag editor\nOver 25% of search results for major brands link to UGC\nSo what do you do about it?\n
- Just people talking\nBut now everyone is a publisher - that’s ‘media’ part\nMessage gets amplified by the connections they have - that’s the ‘social’ part\n
- Not just kids\nMore grandparents than high school students\n
- Cute cartoon but it does tell a story.\n
- Step 1 in any social media strategy should be to LISTEN\nHow do you do that?\n
- Start with Google Alerts\nRadian6\n
- Start with Google Alerts\nRadian6\n
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- “A networked market knows more about a company’s products than it does”\nWritten in 1999\n
- HOW to engage them\nWHERE to engage them\nWHEN to engage them\n
- HOW to engage them\nWHERE to engage them\nWHEN to engage them\n
- Published the week after I left GoodLife in 2008.\n
- Published the week after I left GoodLife in 2008.\n
- Published the week after I left GoodLife in 2008.\n
- Published the week after I left GoodLife in 2008.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- P - Are they joining social networks, commenting on your site, posting reviews on sites?\nO - Sell to them, Learn from them, Support them?\nS - How will the relationship with your members look different if you do this?\nT - LAST, pick the technology to accomplish this. May not be Facebook.\n
- Listening = Research. Talking = Marketing. Energizing = Sales. Supporting = Support. Embracing = Product Development\n
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- Best way to learn is in small bites\nSign up for social media newsletter.\n
- Don’t be afraid to fail.\nLet’s walk through some of our experiments\n
- Don’t be afraid to fail.\nLet’s walk through some of our experiments\n
- Don’t be afraid to fail.\nLet’s walk through some of our experiments\n
- Promote your social presence EVERYWHERE\n
- Promote your social presence EVERYWHERE\n
- We leave negative comments up - more transparent\n
- Twitter users are generally younger and more tech savvy.\nHave grown to expect companies to respond to them.\nThe ‘change the world’ crowd.\n
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- Example of Lists\n
- This took me 5 minutes to set up.\nAdd some marketing materials and you’re ready to go.\n
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- You’re already on Foursquare whether you know it or not.\n
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- Simple sign up process.\n
- You’re on Yelp too.\n
- More complex but still can be done with a simple Flip camera.\n
- Respond to comments wherever you find them!\n
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- Authentic Voice -- Other industries would kill to have a business model that brings people together in physical space where community and social connections can flourish.\n
- Dandelion strategy -- send seeds off in all directions in search of fertile soil -- each is a project -- some will take root and others won't -- don't sweat your failures\n
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