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Gainesville Health and Fitness Social Media Strategy
- 1. GAINESVILLE HEALTH & FITNESS Sarah Hawkins May 18th, 2017
- 2. TABLE OF CONTENTS I. Executive Summary II. Social Media Audit- Social Media Assessment III. Social Media Audit- Website Traffic Sources Assessment IV. Social Media Audit- Audience Demographic Assessment V. Social Media Audit- Competitor Assessment VI. Social Media Objectives VII. Social Media Objectives-Key Messages VIII. Online Brand Persona and Voice IX. Strategies and Tools X. Strategies and Tools cont. XI. Timing and Key Dates XII. Social Media Roles and Responsibilities XIII. Social Media Policy XIV. Critical Response Plan XV. Measurement and Reporting Results- Website Traffic Data XVI. Measurement and Reporting Results-Social Network Data XVII. Measurement and Reporting Results- KPIS
- 3. EXECUTIVE SUMMARY Our goal for 2017 at Gainesville Health & Fitness is to improve our presence on social media sites in order to ensure our members are informed and able to communicate with us. We also want to make sure our guests are able to gain the information the need regarding our company. Our main focus is to improve the sites we are currently using, as well as trying to encourage more engagement from our followers. We went our followers to share our posts, comment, or even tag a friend. Our two main objectives: 1) Gain more followers by providing valuable content 2) Expand our presence by our current followers sharing our posts with friends
- 4. SOCIAL MEDIA AUDIT Social Media Assessment Date: 5/18/17 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Instagram https://www.instagram.com/gainesvill ehealth/ 1627 7 per week 2% Facebook https://www.facebook.com/gainesvill efit/ 12479 10 per week 4% Twitter https://twitter.com/GHFC 1311 5 per week Average Interaction per post= 36 Linkedin https://www.linkedin.com/company- beta/303952/ 2388 1 per month 0% Assessment summary: At this point in time Facebook has the highest engagement rate. LinkedIn and twitter need help with their engagement rate.
- 5. SOCIAL MEDIA AUDIT CONT.. Website Traffic Sources Assessment Date:5/18/17 Source Volume % of Overall Traffic Conversion Rate Instagram 400 unique visits 8% 3.3 Facebook 3000 unique vists 30% 4.2 Twitter 200 unique visits 3% 2 Linkedin 100 unique visits 1% 0.01 Traffic summary: Facebook has the highest conversion rate, with twitter not to far behind. LinkedIn is in last place with an extremely low conversion rate.
- 6. SOCIAL MEDIA AUDIT CONT. Audience Demographics Assessment Date: 5/18/17 Age Distributio n Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 55% 18-30 60% Female 60% Female 55% Instagram To loose weight and/or achieve fitness goals. A place to relive stress and workout with friends. 40% 31-40 52% Male 52% Male 25%Faceboo k 12% 41-55 65% Facebook 15% Twitter 8% 56-80 30% Instagram 10% Twitter Demographic assessment: The younger demographic follows our social media accounts more regularly. The first sight the majority use is Facebook and then Instagram. We need to find a way to engage the older demographic.
- 7. SOCIAL MEDIA AUDIT CONT. Competitor Assessment: Date: 5/18/17 Competitor Name Social Media Profile Strengths Weaknesses Baileys Powerhouse Facebook: Baileys powerhouse gym Gainesville motivating pictures and easy access to directions Do not post very often, has old information Youfit Twitter: Youfit Health Clubs Corporate chain so has a lot of followers, tweets often Does not post enough video content Orange Theory Instragram: Otheoryfitness Provides good tips and has a lot of followers Is not specific to the Gainesville area Competitor Assessment: The corporate chains have the advantage because they have a large follower base. However, their social media accounts arent specific to Gainesville like ours is.
- 8. SOCIAL MEDIA OBJECTIVES Overall business goals: We want to be known as one of the best companies for the world and gain as many members as possible. We have a large number of members but we constantly want to grow. We also want to finish up all renovations. Social Media Objectives to support business goals: 1) We will showcase employees participating in at least two community service events each month on all of our social media accounts. 2) To gain at least 200 more followers on Instagram in the next four months. 3) Ensure that all questions are answered regarding our club within 72 hours. 4) Each week, on at least one social media site, provide an update of the renovations to keep everyone updated. KPIS: Qualitative KPIS: Quantitative 1) Notice the comments that followers makes such as awesome job 2) Ensure that the accounts are real and not fake 1) The number of people who react to our post 2) The number of Instagram followers 3)See how followers respond once their questions are answered quickly. 3) Count of the number of questions and how long it takes to respond. 4) Make note of what our followers think about the renovations 4) Count how many followers comment on the posts
- 9. SOCIAL MEDIA OBJECTIVES CONT. Key Messages: 1. Motivating environment 2. Clean and safe environment 3. Outstanding customer service
- 10. ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand: 1) Inspiring 2) Clean 3) Accommodating 4) Innovative 5) Consistent 6) Fun
- 11. STRATEGIES AND TOOLS Paid: Every Friday morning we will pay to boost one of our Facebook post in order to reach more individuals. The post must reach at least 20 likes and 5 comments. Owned: Choose a member or an employee to do a spotlight on every week. The spotlight will include their age, favorite activities, and their favorite thing about GHF. We will share this on all social media sites. Earned: Look at people who have checked in to our facility and see what they say. We can share their post or comment and thank them for their support. We will allow people who check in to bring in guests for free for a week.
- 12. STRATEGIES AND TOOLS CONT. Approved Hootsuite Buffer Medium Rejected N/A Existing subscriptions/Licences Photoshop Vimeo
- 13. TIMING AND KEY DATES Special Days May 29th 2017: Memorial Day June 5th 2017: Free teen membership begins June 14th 2017: Free personal training day June 21st 2017: National Yoga Day July 4th 2017: special hours Fun Calendar Events (for employees only) May 30th 2017: Karaoke night June 16th 2017: Dodgeball tournament August 12th 2017: Summer picnic at Lake Wauburg
- 14. SOCIAL MEDIA ROLES AND RESPONSIBILITIES Social Media Director: Debbie Lee Debbie is responsible for setting objectives for her social media team. She holds weekly meetings to ensure her staff are meeting their goals. Social Media Manager: Ryan Edwards Ryan is responsible for reviewing the posts before they are published. He has to also ensure that all comments/concerns are answered within 72 hours. Social Media Coordinator: Sarah Darden Sarah is responsible for scheduling and writing posts. She uses sites like buffer and medium to manage all social media accounts. At the weekly meetings Sarah shares how many followers we gained on each social media site the week before.
- 15. SOCIAL MEDIA POLICY It is imperative that all employees are respectable and represent our brand well while interacting with customers on our social media sites. Rude comments, vulgar language, and inappropriate posts will NOT be tolerated. Any employee suspected of anything listed above will be fired, effective immediately. Due to the difficult nature of our hiring process we hope that this will be an issue. However, we make it very clear that everything on our social media sites must be professional and portray a positive image of our brand. Employees must post regularly and as mentioned previously, must respond to any comments/concerns within 72 hours. We value our customer thoughts and opinions they always come first.
- 16. CRITICAL RESPONSE PLAN Scenario 1 Power outage at the gym. 1) Notify the owner (Joe Ciruilli) and the facility director (Rick Rone). 2) Ensure that there are no negative posts on social media and reassure them that it will be fixed ASAP. 3) Post on all social media sites stating the issue and when it will come back on (if possible) 4) Keep everyone updated Preapproved message: (Facebook) We are so sad to announce that there has been a power outage at our facility. We are working on the problem and will notify everyone when it is up and running. Thank you for your understanding. Scenario 2 A member posts negatively about our brand on a social media site. 1) Notify the marketing director (Debbie Lee) and the owner (Joe Cirulli). 2) Determine the proper response to the post and respond nicely. 3) Ask the member to come in and discuss the situation to find out what the real issue is. Be sure to follow up. 4) Make a follow up post in a respectful manor to ensure that others dont believe the negative post. Preapproved message: none. It depends on what the post says. The problem will be solved on a case by case basis.
- 17. MEASUREMENT AND REPORTING RESULTS Website Traffic Data Date: 5/19/17 Source Volume % of Overall TrafficConversion Rate Instagram 400 unique visits + 8% growth 17% 3.4 Facebook 300 unique visits + 12% growth 25% 4.4 Twitter 200 unique visits + 10% growth 10% 3.2 LinkedIn 100 unique visits + 4% growth 4% 0.02 Results Assessment: We were very successful. All of our conversions rates went up. However, LinkedIn is still falling way behind.
- 18. MEASUREMENT AND REPORTING RESULTS Social Media Assessment Date: 5/18/17 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Instagram https://www.instagram.com/gainesvill ehealth/ 1627+11%growth 9 per week 4% Facebook https://www.facebook.com/gainesvill efit/ 12479+15% growth 13 per week 7% Twitter https://twitter.com/GHFC 1311+8% growth 8 per week Average Interaction per post= 48 Linkedin https://www.linkedin.com/company- beta/303952/ 2388+6% growth 3 per month 1% Results Assessment: We are also happy with these results. Facebook has continued to grow. But we need to focus on Twitter and Instagram.
- 19. MEASUREMENT AND REPORTING RESULTS Quantitative: 1) We had 20 comments on our first community service post 2) We gained 202 Instagram followers 3) In one month we had 100 questions all answered within 72 hours 4) We had 12 members thank us for keeping them updated on the renovations Qualitative: Sentiment Analysis 1) All of the comments on our community service posts were positive 2) We went through and determined only 5 Instagram accounts were fake 3) We sent out a survey and customers were pleased with our service 4) We received many comments such as you have such a beautiful facility on our renovation posts. *In the future we will continue to keep our brand a positive image on social media sites. The only negative comments are regarding the price of our gym and we try out best to work with everyone to ensure they are happy. We plan to continue expanding our presence on social media and try to gain the older demographics attention.