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A Facebook fan is 28 per cent more likely than a non-fan to continue using a product


Case Study 2: HOT BIKRAM YOGA


Hot Bikram Yoga (HBY) runs three successful studios in London, UK. Over the past three years, it has developed an extensive database of Bikram ‘yogis’ with whom the company regularly communicates, including a monthly newsletter – the perfect launch pad for its Facebook and Twitter strategy. Working with Hattrick Marketing, HBY plans the content for its social media channels up to three months in advance, with monthly themes. April’s London Marathon theme, for example, included a ‘bring your medal for a discounted 10-class pass’ campaign, which ran on the Facebook and Twitter sites. Content focused on interesting stories about HBY students and staff who were competing. The offer was also promoted on the Runners World


july 2012 © cybertrek 2012


newsletter and website, with an online Q&A for runners about Bikram, driving new students to the studios. Within fi ve months of launching, the Facebook page had over 4,000 ‘likes’ and more than 200 people ‘talking about’ the brand at any one time.


Meanwhile the Twitter account had nearly 3,000 followers. HBY’s social media activity continues to build a strong relationship between the brand and its students., driving not only customer loyalty but also new customer acquisition.


Social media drives loyalty at Hot Bikram Yoga Read Health Club Management online at healthclubmanagement.co.uk/digital 55


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