BlogWell New York Social Media Case Study: Life Time Fitness, presented by Tony Saucier
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The document outlines Life Time Fitness' strategy for using social media. It began with a pilot program at 5 clubs to test posting on social media daily. This was later expanded to all 109 clubs. The strategy focused on using social media to foster conversations and connections with members. Key wins included exponentially increasing social media impact, more engaged members, and highly shared local club posts that were spread nationally. The approach leveraged existing team members as advocates for social media instead of additional hiring.
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BlogWell New York Social Media Case Study: Life Time Fitness, presented by Tony Saucier
- 1. SocialMedia.org Video Case Studies Tony Saucier Your best social advocates already work for you This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 2, 2014 socialmedia.org/blogwell
- 2. YOUR BEST SOCIAL ADVOCATES ALREADY WORK FOR YOU 4/17/14 // Life Time – The Healthy Way of Life Company℠
- 3. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 4. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 5. WHAT: COMMUNITIES HOW: CONVERSATIONS WHY: CONNECTION 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 6. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 7. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 8. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 9. SWEET SPOT 107 LOCATIONS MORE THAN 600 SOCIAL PAGES NEARLY 24K TEAM MEMBERS 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 10. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 11. EXPERTS OWN NETWORK CUSTOMERS 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 12. THING BIG: Mirror team member service with social media at every club. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 13. START SMALL: SOP KNOW • #HWOL • Social Why • Here for Members • Friendly & Inviting • We are Humans DO • Inspire • Educate • Talk to the Team • Share Often • Monitor 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 14. 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 15. CURVEBALLS CONTENT: HIT OR MISS WHAT’S AN OFFICIAL PAGE? TIME COMMITMENT 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 16. MOVE FAST: CLARIFY “OFFICIAL” MORE THAN 425 REMOVED 4 MONTHS 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 17. HOW CAN I USE SOCIAL MEDIA FOR LIFE TIME? Official club pages only, please. NO:Can I create an account? ? Official corporate accounts only, please. NO: Contact your club’s Facebook Page Manager! YES: Yes, share your cool stuff with the corporate social team! socialmedia@ lifetimefitness.com YES: ?Can I share my great ideas? Like/Share club posts with your personal Facebook networks! YES: Retweet and repin from our corporate accounts! #lifetimefitness @lifetimefitness YES: ?Can I use my personal account? ©2013 LIFE TIME FITNESS, INC. All rights reserved. CBMI133929 E ? Yes, share your cool stuff with YES: AN IUSE IALMEDIA ORLIFETIME? Contactyour club’sFacebook PageManager! YES: Yes,shareyour coolstuffwith thecorporate socialteam! socialmedia@ lifetimefitness.com YES: ?CanI sharemy greatideas? Like/Shareclub postswithyour personalFacebook etworks! YES: Retweetandrepin from ourcorporate accounts! #lifetimefitn @lifetim YES: HOW CAN I USE SOCIAL MEDIA FOR LIFE TIME? Official club pages only, please. NO:Can I create an account? ? Official corporate accounts only, please. NO: Contact your club’s Facebook Page Manager! YES: Yes, share your cool stuff with the corporate social team! socialmedia@ lifetimefitness.com YES: ?Can I share my great ideas? Like/Share club posts with your personal Facebook networks! YES: Retweet and repin from our corporate accounts! #lifetimefitness @lifetimefitness YES: ?Can I use my personal account? 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL MOVE FAST: CLARIFY “OFFICIAL”
- 18. • One (1) 30-minute training call • 5-8 minutes per day • Monitor 1xAM, 1xPM TRAINING • Recruit from GM • Notify clubs in batches of 5 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL MOVE FAST: TALK COMMITMENT
- 19. MOVE FAST: VALUATION MODEL IMPRESSIONS CPM = $4.50-$6 CLICKS WHAT IS THE COST? ENGAGEMENTS RELATIVE TO CLICKS, WHAT IS THE VALUE 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 20. 18 MONTHS LATER… 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 21. WIN: EXPONENTIAL IMPACT • 109 FPMs • 2,500 pieces of content a month 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 22. WIN: MORE POWERFUL PAGES Conversation Rate – 0.3% Conversation Rate – 0.7% NATIONAL LOCAL 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 23. WIN: 109 FOCUS GROUPS • Several dozen posts hit daily • Those that gain traction are shared nationally 2 STARTING POINT 3 STRATEGY 4 PILOT 5 SCALE 6 ALL THE WINS 1 #HWOL
- 25. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 2, 2014 socialmedia.org/blogwell