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Wednesday, November 11, 2015 2PM ET

Social Engagement

Not this …

Social Engagement…but this

Why It Matters

The Millennial Consumer

1. Not influenced by advertising.2. 47% ARE influenced in their purchases by social

media (Deloitte Digital)3. They value authenticity more than content. They

have to trust a company or site.4. They want to engage with brands on social

networks. 62% say if a brand engages with them on social networks, they are more likely to become a loyal customer.

5. They are using multiple tech devices6. They are brand loyal

Consumer Trends

1. Increasingly dismissing traditional advertising as being untrustworthy. +75% of consumers don’t believe what they see in ads.

2. One in three are influenced by social media for their purchase (Deloitte).

3. 78% of consumers say that the posts on social media influence their purchase (Source: Forbes)

4. 91% of people have gone into a store/business because of an online experience. (Source:Marketing Land)

5. 89% of consumers conduct their research using web and social search (Source: PR Newswire)

6. 72% of consumers trust online reviews as much as personal recommendations.(Source: Search Engine Journal)

Engagement = Action

Action can be:• Indication of interest requiring further marketing• Share, Comment, Like seen by friends of a fan• Prospect Email capture or Phone Call (or walk in)• Online Join (or walk in)• Recommendation or Review

Organic Engagement Factors

Interesting Relevant

Personalized Visual

Simple Actionable

Managing Engagement FactorsPAID

PromotionProper

Targeting

Visual Stories

About People

No “ads” UGC

Good Engagement Organic

Organic (not paid to promote)

Typical Engagement Organic

Organic (not paid to promote)

No Engagement—why?Organic (not paid

to promote)

• No Social Action

• Generic image• Selling to the

already sold

Avoid selling to your members with hard sell public page posts… target to non fan prospects.

Good Engagement + Paid

Paid Promotion

Good Engagement + Paid

Paid Promotion

Social Check-UpAre members checking in and sharing pics?

Do you have recent good reviews?

Are “Friend Referrals” on the rise?

Is social driving at least 20% of web?

Can You Answer YES to all?

So How Are You Doing?

Check Your Facebook Insights

How many social leads do you get

each month?% of traffic to web page from social related sources

Total # of social actions

Be Smart about Your Marketing

Reach

All available users near your club, by age, gender (and interests)

Engage

Know who (location age, gender) is most interested among those you’ve reached.

Action

Cater messaging to drive action to trackable actions (tracked prospect captures, calls..etc.)

1. Maximize your reach through ad targeting 2. Know who is most interested--be relevant3. Track meaningful actions

Knowledge is Power!

Ask us if you need help

Influence andEngagement are

more critical than likes and followers once

your presence is established

How Do You

Score?

So How Are You Doing?

Schedule A Social Check-Up

Michael@cwi.me770-329-2487

Next Webinar: Wed 12/9/15

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