crm
series
initially a government directive, and I
think we all viewed it at fi rst with some
scepticism with regards to its likely
usage and success. However, over 18 to
24 months, it’s become very clear that
online interactivity is not just a nice add-
on but now almost an expectation. As
a result, we’ve put a lot more emphasis
on our online development and will be
releasing an increasing number of tools
and utilities.”
In discussing specifi c applications for
social media, Boxall agrees that the
fl exibility of the social media platforms © IST
mean that links and applications can
OCKPHO
easily embed some of the online tools
that management system providers
T
have already created. “We now live
O
.COM/MARIL
in a ‘convenience age’. Technological
advances mean that users expect
convenience and ‘social’ solutions. We
YN NIEVES
have to take that on-board in our next
range of developments,” he adds.
Like most other membership
management software providers, SDA Twitter allows your customers to instantly broadcast their review of your facility
also has a comprehensive suite of
Web 2.0 utilities to enable member its clients, and between its clients and they check in or make a booking,
interactivity with a club online. But it their members. for example. The ‘tweet’ can go to
has gone a stage further: 24 months For example, SDA has integrated whoever the member wants it to go
ago, the company made a decision popular social media platform Twitter to and is completely automatic. We’re
to embrace social media. Now all into its Leisure Point software. MD effectively encouraging friends, family
SDA organisational processes, as well Stuart Dyson says: “Using our and workmates to become part of the
as the product portfolio, embrace a Application Planning Interface (API) and retention team rather than the club
collaborative approach to products Twitter, health club members can ‘tweet’ trying, and often failing, to do it all.”
and services – both between SDA and other members or club staff whenever
help at hand
There’s no denying that social media is
SOCIAL MEDIA – BASIC STATISTICS
powerful, providing a good platform to
engage health club members beyond the
•
By this year, Generation Y
•
80 per cent of Twitter usage boundaries of the club. It can be an
(population birthdates 1980–1999) takes place outside of Twitter – excellent marketing tool, strengthening
will outnumber Baby Boomers, and people pick up and post tweets customer communications and customer
96 per cent of them have joined a without having to actually visit the relationships and reinforcing the
social network Twitter website, updating anywhere, ‘community’ atmosphere of your club.
•
Social media has overtaken porn as anytime. Imagine what that means However, just like proper use of your
the number one activity on the web for bad customer experiences... management system, to use social media
•
One in eight couples married in
•
Generations Y and Z consider effectively you need to understand it
the US last year met via social media email passé; in 2009, Boston College and know how to use it. You need to
•
Years to reach 50 millions users: stopped distributing email addresses know how to post, how to reply, how
radio, 38 years; TV, 13 years; to incoming freshmen to moderate, how to add events, add
internet, four years; iPod, three
•
The second largest search engine applications and embed links. So yes, it’s
years… but Facebook added 100 in the world is YouTube another piece of technology to learn and
million users in less than nine months
•
25 per cent of internet search manage. Yes, it’s more work. But judging
and recently announced 300 million results for the world’s 20 largest by successes in other industries, it could
users, while iPhone applications hit brands are in fact links to user- well be worth it. And it’s not a lonely
one billion in nine months generated content path you’ll be taking: club management
•
If Facebook were a country,
•
34 per cent of bloggers post system providers are already one
it would be the world’s fourth opinions about products and brands step ahead of you and are keen to
largest – between the United
•
78 per cent of consumers trust get involved in helping, advising and
States and Indonesia peer recommendations – but only 14 providing solutions to help you engage.
•
The fastest-growing segment on per cent trust advertisements
Facebook is 55- to 65-year-old women Source: I media connection, December 2009 sean james
healthclub@leisuremedia.com
62 Read Health Club Management online february 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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