OK I’ll admit it!
Jay Baer may well be all over Twitter but I had never heard of him until I read about him in CBI! Don’t worry if you haven’t either but after his key note on day 1 of IHRSA, I have his book and you should grab it too!
Here is a summary of my takeaways from his session . . .
An individual’s social media account is a combination of friends and brands. As a brand (gym or PT) we are competing directly for their attention. We are vying for their attention against people they love.
Today it’s not about shouting louder in marketing. Forget the HYPE and focus on the HELP that you can offer customers and on your social platforms. Your goal should be: what you provide is SO helpful that people would pay for it – not tolerate it.
As you are not helping your ‘fans’ embrace the power of ‘eventually.’ He was saying that if you are helping your fans and follows then eventually they will purchase from you.
In 2005, the consumer needed on average 5.3 sources of information before they made a purchase. In 2011, that has increased to 10.4. As this number continues to grow the importance of your Zero Moment of Truth increases. This is when your customer is researching you and you may not have any control in what they are seeing/reading. But yes you do!
When a member, client or prospect complains or comments then we should reply across multiple platforms – video, blog, Facebook, Twitter and anything else you have! Your complaint credo could be: every complaint every platform.
If you don’t reply to a complaint, you are replying with “We don’t care about you enough to reply.”
Remember, 95% of people don’t complain they just don’t come back. Hug your haters as they make you better. Try this – answer publicly and then private message them and ask them to be a mystery shopper.
Customer service is the NEW marketing.
He challenged us as an industry: what can we do that people do not expect in our clubs?
When we do something that is unexpected, it is called a ‘talk trigger.’ The Member will then be compelled to tell others about you. So a great member experience is when you exceed expectations in a way that is VERY VERY noticeable.
Youtility is about building a relationship with a prospective member that culminates in a membership eventually.
His most telling point for everyone in business:
His most telling point for you:
Footnote – what I found most impressive is he walks his talk! He says we need to listen on social media and respond where our customer is. Check this out . . .
Jay’s Books are:
