social strategy for building your business
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS Geoff Tobey, Sr. Manager, Digital Marketing Kendra Jirasek, Director of Marketing, US West Amber Westerson, Director of Marketing, US East
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS I. COMPANY DIRECTION FOR SOCIAL MEDIA [GEOFF] II. SOCIAL MEDIA AS A BUSINESS DRIVER [KENDRA] III. SOCIAL MEDIA AS A COMMUNICATIONS PLATFORM [AMBER]
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS COMPANY DIRECTION FOR SOCIAL MEDIA
SOCIAL STRATEGY
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS
It is our goal to
build stronger relationships with our members through social media , to help them achieve their potential through fitness, feel more empowered, and connected to their Gold’s Gym.
SOCIAL STRATEGY
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS • Social Media is important to Gold’s Gym because? a. Current members expect to be able to connect with us through social. b. Prospective members look at it to get a peek into the gym and how we handle member communications. c. Social Media is a digital extension of the community we build within our clubs. d. All of the above.
SOCIAL STRATEGY ROLE
Reach & Relationship
Brand Building
In The Moment
Discovery
Discovery & Inspiration
Awareness
STRATEGY
Evergreen, Episodic, Trending/Timely
Episodic, Organic, Trending/Timely
Episodic, News, Trending/Timely
Evergreen, Episodic
Evergreen, Inspiration/ Planning
Fleeting, Episodic
FOLLOWERS
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS
BRAND: 708k LOCAL: 256k
BRAND: 108k
BRAND: 74k
BRAND: 11k
BRAND: 10k
N/A
SOCIAL STRATEGY
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS • General Manager Role, and training plans PHASE 1
PHASE 2
ONLINE REPUTATION MANAGEMENT
LOCAL CONTENT CREATION
Part 1 (LAUNCHED SEPT 17) • Educate and Train Regional GM/DM Teams On Local Social Review Monitoring Processes and Expectations
Part 1 (TBD) • Local Team Manages Posting of Gym Alerts/News Content on Social Pages
Part 2 (TBD) Part 2 (IN FLIGHT NOW) • Begin Process to Allow Local • Begin Process to Task Local GMs to Take Ownership as GM/OM with Social Content Reputation First Responder Production
RATINGS IMPACT REVENUE SOCIAL MEDIA AS A BUSINESS DRIVER
SCORES MATTER SOCIAL SCORES IMPACT REVENUE
• Study shows that every star in a Yelp review leads to a 5-9% jump in revenues* •
Positive online reviews generally correlate to top performing net revenue clubs
Ratings Compared to Net Revenue 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
20.00% 10.00% 0.00% -10.00% -20.00% -30.00% Evans Road
Venice College Station
Bee Chantilly Layhill Sample ASample B Caves Sully
Rating
*Michael Luca, Professor Harvard Business School
Net Rev % to budget
-40.00%
CLOSING THE GAP MAKING SOCIAL WORK FOR YOU
• Use online reviews to identify strengths and gaps. •
Don’t just respond to reviews, take action!
•
Look for patterns in your reviews. •
Identify your strengths to reinforce behavior. •
•
Ex: Multiple posts praising front desk friendliness can be shared with FDA team to reinforce desired behavior.
Identify gaps to take meaningful action. •
Ex: Multiple reviews mentioning broken cardio equipment should trigger a review with your tech and operational team to address how you can improve the quality of member experience moving forward.
PATTERNS EMERGE KEY IN ON THE WORDS
Commonly referenced words from our reviews year to date.
Words Associated with Positive Average Review Scores Word
Frequency
Review Score
Words Associated with Negative Average Review Scores Word
Frequency
Review Score
Workout
523
3.89
Membership
491
2.14
Classes
462
4.06
Member
307
2.73
Pool
311
3.98
Cancel
175
1.34
Cardio
273
3.86
Contract
143
1.47
Class
264
3.84
Showers
92
2.70
Trainers
206
3.80
Dues
34
1.23
Crowded
203
3.89
Grandfathered
14
1.21
WINNING THE RACE RATINGS IMPACT REVENUE
• Leverage online reviews as an operating management tool. •
Focus on customer service •
A customer’s willingness to refer is often driven by their experience with frontline employees. An online review is the ultimate referral.
•
Yelp's research has found that a customer whose review praises "customer service" is more than five times as likely to give a 5star review than a 1-star review.
•
Similarly, nearly 70% of those who criticize a business' customer service wind up giving a 1-star review.
WHERE WILL 1-STAR TAKE YOU?
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS SOCIAL MEDIA AS A COMMUNICATIONS PLATFORM
COMMUNICATION TYPE HAS NO TONE!
• What we say is as important as how we say it! • • •
What we say What we mean When we say it
Put
SERVICE FIRST
TAKE THE STEPS TO PUT CUSTOMERS FIRST • Our customer experience is built on a foundation of Clean, Crisp and Friendly. • Our customers’ opinions are more important than our own. • Every interaction gets a personalized response. • Responses should follow the L.E.A.R.N. method and resolutions should be customer centric.
WE ARE GOLD’S GYM BRAND LOYALTY MATTERS
• It’s roughly 500% more expensive to find a new customer than to keep a current one. • 52% of consumers have switched providers in the past year due to poor customer service • 68% of customers will not return to a company they have left.
WE ARE GOLD’S GYM BUILDING BRAND LOYALTY AND FANS • One Brand = One Voice • Customer experience doesn’t just happen in our gyms. • Creating an experience and memory inspires long-term brand loyalty. • Every staff member is EMPOWERED to impact our customer experience.
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS SO WHAT NOW?
SUMMARY
TIME TO TAKE ACTION! • Own your tools and the customer experience! • Leverage online reviews as an operating management tool. Use every social interaction as an opportunity to grow your business! • Build our brand, your ratings and customer experience through timely, responsive, social interactions. • Develop a “service first” mentality and deliver RESULTS!
THANK YOU QUESTIONS?
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS I. COMPANY DIRECTION FOR SOCIAL MEDIA [GEOFF] II. SOCIAL MEDIA AS A BUSINESS DRIVER [KENDRA] III. SOCIAL MEDIA AS A COMMUNICATIONS PLATFORM [AMBER]
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS COMPANY DIRECTION FOR SOCIAL MEDIA
SOCIAL STRATEGY
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS
It is our goal to
build stronger relationships with our members through social media , to help them achieve their potential through fitness, feel more empowered, and connected to their Gold’s Gym.
SOCIAL STRATEGY
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS • Social Media is important to Gold’s Gym because? a. Current members expect to be able to connect with us through social. b. Prospective members look at it to get a peek into the gym and how we handle member communications. c. Social Media is a digital extension of the community we build within our clubs. d. All of the above.
SOCIAL STRATEGY ROLE
Reach & Relationship
Brand Building
In The Moment
Discovery
Discovery & Inspiration
Awareness
STRATEGY
Evergreen, Episodic, Trending/Timely
Episodic, Organic, Trending/Timely
Episodic, News, Trending/Timely
Evergreen, Episodic
Evergreen, Inspiration/ Planning
Fleeting, Episodic
FOLLOWERS
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS
BRAND: 708k LOCAL: 256k
BRAND: 108k
BRAND: 74k
BRAND: 11k
BRAND: 10k
N/A
SOCIAL STRATEGY
COMPANY DIRECTION FOR BUILDING YOUR BUSINESS • General Manager Role, and training plans PHASE 1
PHASE 2
ONLINE REPUTATION MANAGEMENT
LOCAL CONTENT CREATION
Part 1 (LAUNCHED SEPT 17) • Educate and Train Regional GM/DM Teams On Local Social Review Monitoring Processes and Expectations
Part 1 (TBD) • Local Team Manages Posting of Gym Alerts/News Content on Social Pages
Part 2 (TBD) Part 2 (IN FLIGHT NOW) • Begin Process to Allow Local • Begin Process to Task Local GMs to Take Ownership as GM/OM with Social Content Reputation First Responder Production
RATINGS IMPACT REVENUE SOCIAL MEDIA AS A BUSINESS DRIVER
SCORES MATTER SOCIAL SCORES IMPACT REVENUE
• Study shows that every star in a Yelp review leads to a 5-9% jump in revenues* •
Positive online reviews generally correlate to top performing net revenue clubs
Ratings Compared to Net Revenue 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
20.00% 10.00% 0.00% -10.00% -20.00% -30.00% Evans Road
Venice College Station
Bee Chantilly Layhill Sample ASample B Caves Sully
Rating
*Michael Luca, Professor Harvard Business School
Net Rev % to budget
-40.00%
CLOSING THE GAP MAKING SOCIAL WORK FOR YOU
• Use online reviews to identify strengths and gaps. •
Don’t just respond to reviews, take action!
•
Look for patterns in your reviews. •
Identify your strengths to reinforce behavior. •
•
Ex: Multiple posts praising front desk friendliness can be shared with FDA team to reinforce desired behavior.
Identify gaps to take meaningful action. •
Ex: Multiple reviews mentioning broken cardio equipment should trigger a review with your tech and operational team to address how you can improve the quality of member experience moving forward.
PATTERNS EMERGE KEY IN ON THE WORDS
Commonly referenced words from our reviews year to date.
Words Associated with Positive Average Review Scores Word
Frequency
Review Score
Words Associated with Negative Average Review Scores Word
Frequency
Review Score
Workout
523
3.89
Membership
491
2.14
Classes
462
4.06
Member
307
2.73
Pool
311
3.98
Cancel
175
1.34
Cardio
273
3.86
Contract
143
1.47
Class
264
3.84
Showers
92
2.70
Trainers
206
3.80
Dues
34
1.23
Crowded
203
3.89
Grandfathered
14
1.21
WINNING THE RACE RATINGS IMPACT REVENUE
• Leverage online reviews as an operating management tool. •
Focus on customer service •
A customer’s willingness to refer is often driven by their experience with frontline employees. An online review is the ultimate referral.
•
Yelp's research has found that a customer whose review praises "customer service" is more than five times as likely to give a 5star review than a 1-star review.
•
Similarly, nearly 70% of those who criticize a business' customer service wind up giving a 1-star review.
WHERE WILL 1-STAR TAKE YOU?
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS SOCIAL MEDIA AS A COMMUNICATIONS PLATFORM
COMMUNICATION TYPE HAS NO TONE!
• What we say is as important as how we say it! • • •
What we say What we mean When we say it
Put
SERVICE FIRST
TAKE THE STEPS TO PUT CUSTOMERS FIRST • Our customer experience is built on a foundation of Clean, Crisp and Friendly. • Our customers’ opinions are more important than our own. • Every interaction gets a personalized response. • Responses should follow the L.E.A.R.N. method and resolutions should be customer centric.
WE ARE GOLD’S GYM BRAND LOYALTY MATTERS
• It’s roughly 500% more expensive to find a new customer than to keep a current one. • 52% of consumers have switched providers in the past year due to poor customer service • 68% of customers will not return to a company they have left.
WE ARE GOLD’S GYM BUILDING BRAND LOYALTY AND FANS • One Brand = One Voice • Customer experience doesn’t just happen in our gyms. • Creating an experience and memory inspires long-term brand loyalty. • Every staff member is EMPOWERED to impact our customer experience.
SOCIAL STRATEGY FOR BUILDING YOUR BUSINESS SO WHAT NOW?
SUMMARY
TIME TO TAKE ACTION! • Own your tools and the customer experience! • Leverage online reviews as an operating management tool. Use every social interaction as an opportunity to grow your business! • Build our brand, your ratings and customer experience through timely, responsive, social interactions. • Develop a “service first” mentality and deliver RESULTS!
THANK YOU QUESTIONS?
