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Understanding and Adapting to Google’s Cookieless Era

Understanding and Adapting to Google’s Cookieless Era

In 2024, Google made a significant announcement that affects how businesses collect data and advertise online, they’re phasing out third-party cookies.

But what does that mean, and how does it impact the digital space within the leisure sector?
Let’s break it down.
  • What are third party cookies?

    Imagine cookies as tiny bits of information that track your online activities. Third-party cookies are like little spies that follow you around the internet, noting what websites you visit, what products you look at, and more. Us advertisers use this information to show audiences tailored ads in-line with their interests.

  • Why is Google getting rid of them?

    Privacy concerns! Many people feel uncomfortable knowing their every move online is being tracked. So, Google want to respect user privacy by eliminating these third-party cookies.

  • How does this affect operators?

    Without third-party cookies, advertisers like us, lose some of the tools needed to target potential customers, It’s like trying to hit a bullseye without a target! But there are plenty of ways we all can adapt to these changes.

Actions for operations

  • MORE focus on first-party data

    First party data collection is becoming more important than ever, and you can boost data by encouraging customers to sign up. Offer incentives, loyalty programs, free passes, email subscriptions, and more, to entice sign ups, this way you’ll have their information with their permission.
    You can also try streamlining sign up processes, making it easier for customers to leave details, making use of simple forms with minimal fields & offering multiple sign-up channels, online, in-person & in app.

  • Emphasise trust

    Prioritise being privacy compliant by updating policies to align with evolving privacy standards. Assuring customers that you prioritise their privacy and data security, building greater trust & loyalty.

  • Get personal

    Use customer data that you collect to create personalised experiences for your customers. Send them tailored offers, recommendations, and content that align with their interests and fitness goals, consistently keeping customers engaged.

  • Stay informed

    Keep an eye on updates from Google and other industry leaders. The digital landscape is always evolving, so staying informed will help you adapt and thrive.

Beyond Google’s recent cookie changes, we’ve already experienced a significant shift in how data is managed online, notably with Apple’s iOS 14 update in 2020. This update required apps to seek permission from users before tracking their activity across various platforms, with many users opting out of tracking. Meta (including Facebook and Instagram) in particular faced challenges in gathering detailed data on user interests and behaviours.

Consequently, digital advertising strategies have been adapting since, and advertising algorithms on platforms have been significantly improving. An example of this would be how Interest-based targeting on Facebook Ads is currently giving way to a more AI-driven approach focused on creative content and ad copy, leveraging algorithms to deliver personalised ads based on individual preferences, resulting in more engaging campaigns.

So, this isn’t unfamiliar territory for us, we’ve been proactive in implementing tools and processes to mitigate the effects.

The Google Chrome cookie phase out is an opportunity for leisure operators to fortify relationships with customers by prioritising data, personalisation, and trust. In this evolving digital landscape, we can continue to effectively engage with your audience.

Remember, we’re here to support you in navigating these changes and maximising our digital marketing efforts together!

Freddy Catchpool
Freddy Catchpool

Paid Media Specialist

Getting Women Back Into Physical Activity

Getting Women Back Into Physical Activity

According to the latest Active Lives Adult Survey by Sport England women saw more prolonged drops in activity levels and were slower to recover after lockdown then men. 

As part of the TA6 philosophy of “meeting people where they are” this means we should understand the barriers and acknowledge where women are in their confidence and emotional readiness to start, or return to, exercise. 

It is important to consider how we encourage women back into exercise and how we support them once they make the first step. 

As part of the recognition of the importance of understanding the barriers to exercise for women and creating confidence and opportunities for them, This Girl Can and ukactive have joined forces to create a practical guide for operators. You can download this here. 

Here are some recommendations from the team at TA6 for supporting women to increase activity:

  • Use targeted, content–led marketing focusing on real women and messages of confidence to exercise and benefits to positive mental and physical wellbeing

  • Consider linking into wider campaigns such as “This Girl Can” to speak directly to women in a way that feels inclusive 

  • Promote how you can support them back into activity in a safe environment with home workouts, online advice and training programmes

  • Train your teams to understand the drivers and barriers to exercise and how best to support and offer solutions

  • Build in a focus on weekly activity plans, not just gym programmes, to meet women where they are and allow them to access exercise throughout the week in whatever format they are comfortable with

  • Once it is identified that someone might need to support to build confidence and exercise habits, create prompts for weekly touchpoints in the first few weeks. These could be a simple tracking diary or ideally utilising your digital systems to automatically flag a contact point as well as sending supportive content via apps, email and SMS

Advertiser's Insight

At TA6 we are passionate about supporting your success so for more advice and support in any of these areas, get in touch with the team.

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Ten things we learned from MAD//Fest

Ten Things We Learned from #MadFestLondon

Yes the free ice cream helped us get through the day and the face-printed espressos were a nice touch, but what a line-up of speakers and sponsors!  Cadbury’s, Amazon, Facebook, KFC, Boots, Snap Inc., FitBit, Burger King, and the list could go on.  We sent both Johns (Leaver and Robertson) down to London to check out MAD//Fest 2021 and here are their top 10 takeaways.

1

Injecting a SENSE OF HUMOUR into your brand only works if its authentic and established over time. KFC’s #ratemyKFC campaign in May 2020 say thousands of customers submit their home-cooked efforts only to be berated by the KFC social admins.  Jack Hinchliffe, Marketing Director at KFC, commented “we only got away with that because we knew our customers”.  KFC have tried and tested their tone of voice for years, with customer feedback being at the centre of that process.

2

carwow’s Victoria Bruce, Media Partnerships Manager, and Michael Oates, Programme Manager, reminded us that there is not one single customer journey for your customers but many CUSTOMER JOURNEYS.  Expecting all customers to follow a single buying cycle is a recipe for disaster and brands are urged to be flexible to each individual customer’s circumstances.

3

AUTHENTICITY was at the heart of Cadbury’s talk from their marketing director Benazir Barlet-Betada.  Going to back to your brand routes might be a way to re-establish yourselves and remind people of your core values.  Well worth checking out Cadbury’s Donate Your Words campaign in partnership with ageUK.

4

AR, VR and AI was discussed by many speakers but David Norris from Snap Inc. summed it up with the line “AR is currently the biggest opportunity in retail”.  Whilst it may be difficult for leisure operators to utilise AR and VR in the short term, as the technology becomes more accessible it may be an opportunity to increase your touch points and engagement with customers outside of physical facilities.  If you want to keep up-to-date with developments from Snap Inc. then check out their newsfeed.

5

EQUALITY AND DIVERSITY were also hot topics with many speakers talking passionately about the need to acknowledge, reflect and act on issues surrounding inclusivity.  One of the first sessions of the two-day event called upon agencies and brands to sign up to BRiM, a cross-industry initiative that “provides actionable advice to help anyone, no matter their level, improve the representation of Black people in marketing”.

6

“GOOD ENOUGH IS GOOD ENOUGH”.  Lucy Sheehan, Marketing Director at Fitbit, used this phrase when discussing campaign production and how teams can waste time over-analysing the minutiae of a campaign plan.  Sometimes you just need to get a campaign done and accepting good enough is good enough will help speed things along.

7

CONVERSATIONAL ADVERTISING is an interesting way to challenge how you currently interact with your customer base online.  Combining an AI or chatbot experience with the likes of RCS messaging will result in a media rich experience that customers will engage more with than an old-fashioned messenger response or SMS message.

8

COOKIELESS FUTURES.  Probably the most referenced change on the horizon is the removal of 3rd party cookies by Google.  Whilst cookies have had a stay of execution til the end of 2023 (originally planned for 2021/22) that’s only given brands about 18 months to get their house in order.  Big message from every speaker; focus on your 1st party data and start collecting and managing it NOW.

9

7 P’s OF POST-PANDEMIC MARKETING takes a fresh look at a well known marketing mix.  Chief Creative Officer of Cook, James Rutter guided the discussion introducing new P’s with People at the centre.  Play; with people still having fear about the next steps have fun with marketing and facilitate discovery of the new environments we live in. Purpose; relating what your purpose is to people and social issues will build trust, which in turn increases sales. Participation; increase your audience participation through any channel you communicate with them.  A common theme through the MadFest sessions was “Pig not bull” – be honest and treat your customers clients and staff as equals (remember, transparency breeds trust). Poetry; to be bold in your marketing and stand out.

10

CONTEXT OVER CONTENT.  Content is secondary to the context of the message you are trying to put out – 83% of people distrust social media ads so how do you make your ads successful? Context! Ensuring the message is correct and the story behind the content is relatable will drive engagement. 70% of an ads performance comes from the creative story behind the ad so its important to get that right for the audience you are aiming for. Context is King, Content is the cherry on top!

We said 10 but here’s a bonus…

11

LANGUAGE STYLES change frequently so its important to stay on top of what works for your brand.  Large brands such as Burger King and KFC monitor trends weekly and adapt the language type used to ensure an effective campaign. Three main types; straight, topical and sarcastic.  Having the same message in different language styles can give you the freedom to update ads as trends change.

Thanks to the team at MAD//Fest for the event and we’ll see you again in 2022!

Target These Audiences to Grow Your Fitness Membership

Target These Audiences to Grow Your Fitness Membership

As sites re-open following COVID-19-induced lockdowns, a common sight across all kinds of fitness and leisure facilities is a drop in membership. One report estimates that the UK experienced one of the highest rates of member cancellations worldwide, with 18.92% of members cancelling their membership either during or following lockdown. The challenge, therefore, for our sector is reclaiming members, whether they are new or returning.

One of the key aspects of formulating a great marketing plan is identifying your target audience, so we have identified three key audiences that you should be targeting to increase your membership moving forward.

1. Lapsed Members

Use your existing databases to target your ex-members. “It’s much cheaper to re-activate a previous customer than it is to generate a brand new one”: we’ve all heard this phrase, but how many of us actually commit to making our lapsed numbers our number one priority?

Yes, we need to work within GDPR, but contacting your lapsed members should be a regular monthly task – or a ‘done deal’ as we call it. Further, don’t just send them your latest membership offer via email: can you tailor your message to the individual? If ‘Sandra’ only ever used your classes when she was a member, don’t send her a free gym pass. Tell her what’s new on your timetable, invite her to a free class and to bring a friend, or send her a personal video from one of your instructors inviting her back.

What else can your CRM tell you about your customers?  What type of membership were they on previously and how did they prefer to pay? What time of day did they use your centre or club? What months did they originally join and when did they cancel?  What was their reason for leaving?  All this data helps you build a profile that can be used to contact that customer at the right time and with the right message.

2. Referrals

We estimate that word-of-mouth marketing is directly responsible for up to 20% of new membership sales each month and influences another 30% of buying decisions. According to Nielsen, 92% of people trust recommendations from friends and family over any other type of advertising.

So, how are you currently driving your referral programme? Do you have one? Do your staff know about it?

Now, more than ever, is the time to get your current members working for you to attract new customers to your facility. Since GPDR came into effect back in 2018, leisure operators have had to adapt their referral processes to comply with the new legislation. You can find our dedicated guide to creating a successful referral programme here, but these are our top 3 tips on how to maximise your word-of-mouth advertising:

  • Make sure the referral incentive has real value to the member
  • Utilise guest passes to encourage members to introduce their friends and family to your centre
  • Ensure referrals are mentioned at every touchpoint on a new member’s journey (POS, welcome email, reception, 1st appointment)

3. New Customers

Finally, we come to the audience with the biggest opportunity: new customers. Prior to the pandemic it was estimated that just 15% of the adult population were members of a fitness club or leisure centre. That’s a whopping 85% of customers who you could attract to your facilities. We know, however, that it’s not that simple.

What is simple is identifying small groups of your local community that you think should be your members (based on statistical analysis from your existing membership base) and then using digital advertising techniques to speak to them. 

For example, if you identified that younger females make up the majority of your fitness class attendances then you could use Facebook to target this specific community.  Your Facebook adverts’ criteria would look something like this:

  • Females

  • Aged 25-55

  • Living within 3km of the centre

  • Specific fitness interests

  • £5 daily budget

  • 2 week campaign

With this example you’d spend £70 targeting a very specific group with a very specific message, resulting in, by our estimate, around 300 additional website visits during this period.  What you do with that traffic when it arrives on your website is an article for another day, but you must ensure that the page they land on is related to the advert that sent them there, and encourages them to take some form of action.

Spending time identifying these small audiences and monitoring the results of targeted advertising will ensure a better ROI on your marketing spend. For more help with the type of content you could be using in these adverts take a look at our definitive guide to content marketing.

Content Marketing: The Definitive Guide

Content Marketing: The Definitive Guide

Content marketing in its simplest form is the creation and distribution of content across multiple channels. It can also be referred to as inbound marketing, which tends to denote that the content is hosted on a website. The opposite of content marketing is good old-fashioned advertising, in which the product is front and centre and the action required from the consumer is to buy, buy, buy.  Content marketing takes a different approach as it looks to inform, educate, and subtly motivate a consumer towards a certain subject or product.

Focusing on the leisure industry, let’s take fitness memberships as a working example. For years leisure centres and fitness clubs have advertised fitness memberships with copy such as – you know the drill – “Gym, Swim, Classes, from £25 per month, join today”. This message is aimed directly at customers actively looking to purchase a membership and seeks the low hanging fruit. A content marketing approach avoids talking about purchasing a product, instead looking to add value to a customer’s decision-making process.

A simple example of this would be creating a blog on your website that talks about the benefits of exercise and how your staff and facilities help customers achieve their goals. This will appeal to a much greater audience as there’s always more people thinking about joining a gym than actually making the decision to join. This highlights a potential problem for a lot of leisure organisations looking at content marketing – buying lag. Content-based strategies often have a longer waiting period between a customer viewing your product or content and making a purchase. Nobody wakes up one morning and buys a fitness membership without having gone through a series of decision-making processes. If you want to read the psychology behind the ‘stages of change’ model, then take a moment to do so here.

Combining content marketing and advertising places your product at multiple stages that a customer moves through. The sales funnel below is an updated version of the “leads – tours – sales” funnel many sales and marketing professionals have stood by for the last 30 years.

A great example of a leisure business with a content-based strategy is Joe Wicks, otherwise known as The Body Coach, who pumps out huge amounts of free content to add value and build a fan base for his products. The Joe Wicks machines estimate that it takes 6-12 weeks to convert a follower into a paying customer. Think about for that for a second: Joe Wicks is prepared to provide up to 3 months of free content in order to get a new customer. How much time do you invest in nurturing potential customers?

So where do you start and what content do you need to create?  If you start with blogs, then a good writer within your team can probably begin immediately and pump out a couple of quick articles.  However, don’t produce content just for the sake of filling space on your website, and make sure you always write with your audience in mind: what’s important to you might not be important to your customers.

Here’s 8 blog ideas to get you started:

  • Three exercises you probably didn’t know existed

  • Workouts to get in shape for the summer

  • Why water is important to your fitness regime

  • Two delicious recipes that are low in calories

  • Our top five workouts of the week

  • Why free weights have huge benefits for women

  • Our favourite home workout exercises

  • 3 easy steps to start counting your calorie intake

Blogs aren’t for everyone, though, and we’re not all good at writing lengthy articles. This is where you need to stop thinking about content as consisting solely of blogs and articles. There are lots of opportunities to create content without being an author!

  • Video blogs

    Simply talk to camera, the more natural and unscripted, the better

  • Podcasts

    You could take the audio from your video and create some audio blogs

  • Video walkthroughs

    Show off your facilities, take your customers behind the scenes, showcase your classes, create a typical customer visit

  • Testimonials

    Let your customers create your content for you (user generated content/UGC rather than professional generated content/PGC)

  • Reviews

    Share your success stories from Facebook, Google, TripAdvisor, Yell.com, Trust Pilot. Find out more about the benefits of reviews here

  • E-book

    Create some downloadable fitness guides, nutrition tips, workouts of the week, etc.

  • Couch to 5k

    Share nationally recognised programmes with your customers

  • Newsletter

    Build your databases by getting your customers to register for a newsletter

  • Trial Pass

    Yes, this is more lead generation than content generation, but it’s something to share and promote that isn’t directly selling memberships

  • How to…

    Similar to the e-books above, can you create simple how-to videos (how to setup the equipment, how to prepare for your first visits, how to ask for help, etc.)

So next time someone in your organisation starts asking for content ideas think outside the box and don’t just think about articles. If in doubt just do a little R+D, that’s Rip-off and Duplicate to you and me!  There is tons of fitness-related content out there already.  Why not explore what fits with your organisation and take inspiration from it, re-create it, and promote it on your channels.

We’d love to hear your ideas on content creation, what works and what doesn’t, so please keep in touch across our social channels

50+ Social Media Content Ideas

50+ Social Media Content Ideas

In order to create successful social media channels that encourage engagement and increase brand identity and trust, it’s important to vary your messaging. Customers don’t follow and engage with social media accounts simply to be ‘sold at’ – would you? As a result, other less sales-driven content is required.

TA6 have extensive experience in boosting engagement and leads using our clients’ social media channels, and we’re sharing some of our most popular social media content ideas for you to recreate for your platforms.

Download the free guide here:
50+ Social media content ideas

Is ‘Hybrid Fitness’ the Future of the Leisure Industry?

Is ‘Hybrid Fitness’ the Future of the Leisure Industry?

There is a lot of talk currently about the future of fitness and leisure, understandably, but particularly on the impact of the move towards digital fitness and online content. 

Much of the discussion has centred around “are leisure/fitness facilities going to become obsolete” or “is digital the future of fitness?” 

For me I think we may have failed to miss the point! 

Every now and then there is a real “disrupter” that hits industries, these events cause them to adapt or be left behind, but the idea that leisure facilities will become the Blockbuster of our industry will only be the case if people don’t value what the facilities offer. 

Going into a store to pick out a video compared to going online to download or stream, it is a very different proposition to going to a facility to engage with people, be part of a community and enjoy the experience. Cinemas are still something people enjoy and still thrive, but they have had to adapt to remain relevant. I think we are more the cinema than the Blockbuster store!

There is also a lot of conversation about “digital products”, should we be looking towards them as our offering? should we charge? is this how we will offer fitness and activity into the future? 

Again, I think the point is being missed. For me, Digital is a channel, a platform for delivery rather than an isolated product. The concept of a hybrid fitness model implies we are creating 2 separate businesses and trying to run them in parallel. Should we not be thinking of this as evolving how we provide our service to our consumers? 

It has been common practice for some time to manage our member acquisition using digital tools and processes; paperless sign-ups, online joining and lead management systems. We didn’t talk about sales becoming a hybrid model, it is just a more efficient and evolved way of improving our process and maximising sales. 

The move towards digital to provide our services seems to have been viewed as a COVID–19 response however this is not a new phenomenon.  Other businesses have been operating this way for years, some leisure operators had already effectively embraced technology to enhance their experience. The last year has just accelerated it for everyone. 

The TA6 philosophy is about meeting people where they are. This means understanding their experience, their motivation driving their need to be active and their emotional readiness to do it, as well as their preference for when, how and where they are active. Maximising digital channels is an obvious, and essential, way to do this. 

That does not mean we scrap the experience of our facilities; it means we just enhance it. 

The last 12 months or so have obviously been extremely challenging for our industry, our teams and our members and communities but it has also forced us to look at our business and evolve how we deliver our service. What has come out of this is the time to implement things that we perhaps should have been embracing before. 

Navigating the new world might be daunting so here are some considerations for getting there. 

  • Understand your product

    Your product is what you offer to your customers, understanding exactly what this is will determine if, how and when you utilise digital channels. For example, if your product is strength training and weightlifting, online classes probably aren’t your go to. You can however use digital channels, social media and online content to share training advice, sell supplements and generate a strong community of like-minded people with similar training goals. If your product is health and physical and mental wellbeing to your community then online workouts, livestreaming and events will help you deliver on that. 

  • Understand your customer

    Where are they on their journey and how do they want to be active and engage with us. Target your digital offering in the right way.

  • Be clear on why you are using digital and how

    Lockdown forced operators to move to a digital offering, but this should not be a tick box exercise.  It must be the right offering and platform with relevant content to support your brand vision and customer needs. For example, third party content is great quality but how does it create engagement with your brand? Zoom classes are great for engaging with existing members but are they right for lead generation?

  • Streamline your ecosystems

    Often adding in new technology, systems or processes creates confusion and friction in the experience. Either through lack of clarity on how they work together or support the customer journey, through having to work around rather than with our systems or by creating extra steps in the process for customers and our teams.

  • Use the data

    Simply offering digital services isn’t enough, we need to track, analyse and use the data to better understand our consumer preferences, success of our service and how to develop and improve.

Technology will become increasingly integral to our industry and our customers, so it is important we understand it, embed it effectively and relevantly into our offering and maximise the business intelligence it provides. 

If you need support with embracing digital to maximise your bounce-back game plan, on-going revenue and customer experience, get in touch with us to see how TA6 can help. 

Introducing… The Bounce Back Game Plan

Introducing… The Bounce Back Game Plan

TA6 are on a mission to make 2021 a year of learning, seizing opportunities, and, ultimately, success for the leisure industry.

To help you achieve this, we have created and collated a collection of resources, tips, and tactics to ensure the most effective bounce back possible for your business as the UK gradually moves on from the coronavirus pandemic. These include advice on:

  • Onboarding in a restricted world

  • Maximising your app

  • Sales champion development plan

And much, much more.

This is…
The Bounce Back Game Plan.
Download the Bounce Back game plan

Alliance & TA6 Partner with Swim England

Alliance Leisure & TA6 Partner with Swim England

Alliance Leisure and TA6 have launched a strategic partnership with Swim England to encourage the development of more inspiring and sustainable pools and wet-side facilities for local communities. The partnership went live in December 2020.

“Swimming pools can be under-utilised and inefficient in terms of the return on investment but this does not need to be the case. When thoughtfully designed, well programmed and equipped, these spaces become valuable community assets that deliver a viable return for local authorities,” says Paul Woodford, Director of Marketing and Partnerships at TA6 powered by Alliance Leisure.

As the official National Governing Body for swimming in England, Swim England has the insight and experience to optimise pool environments, coupled with a strategic plan to encourage more people to swim. Working together under this new strategic partnership, Alliance will be able to draw on this expertise to find the best solution for local authorities and leisure trusts when developing new facilities or upgrading their existing stock.

Swimming is an inclusive activity that creates opportunities for engagement that few other facilities can match, but only with the right design, workforce programming and management. As the client services arm of Alliance Leisure, TA6 will work with Swim England to ensure the programming and technology implemented in pools and wet-side projects reflect the bespoke needs of the local population, delivering a financially sustainable service that delivers community value.”

Natalie McGuire, Senior Engagement Manager at Swim England who has been fundamental to developing this collaborative approach, said:

“Working with Alliance Leisure and TA6 to actively apply Swim England’s insight, knowledge and expertise provides leisure operators with a tested solution for commercial success.

This partnership is built, not only as a result of complementary products and services but through the alignment of shared values and cultures. We are delighted to be working alongside a sector leader who shares our passion for people first thinking. Together we look to reimagine aquatic provision both in terms of capital development and commercial delivery.”

Social Media Champions

Social Media Champions

Quick question: who leads your social media strategy?  You may be lucky enough to have a dedicated social media team, but many leisure operators do not.  Your marketing manager may take the lead and direct individuals to post content, but some may not even have a marketing manager. Regardless of your team structure, creating a group of social media champions is essential in delivering a truly engaging social experience for your customers. The champions role may vary, from creating and posting content to monitoring and reporting on activity, but here are some tips for creating this dynamic team.

Enthusiasm for social media engagement

Recruit the right people into this role. It goes without saying that some people just are not cut out for it – and they’ll probably happily admit it themselves. Look for team members who are active on their own social channels. Does anyone have their own YouTube channel? Has someone got a decent following on TikTok? This can often be younger members of staff, but we’re creating a team, so aim for a combination of life experiences, commercial focus, engaging personalities, and social media experience.

Aligned to company brand values

Your social channels are at the forefront of communication with your local community, even more so through lockdowns and periods of closure. Your branding, values, aims, and objectives should steer the content and dictate the social media channels use. Don’t simply replicate your website’s content and styling. Social media is meant to be social by definition, so encourage conversations, be humorous, ask questions, and drive engagement.

Plan Content in Advance

Inevitably there are times when content needs to be reactive, but 80% of your content should be mapped out the month before. This allows the whole team to get involved and contribute to the plan. If junior members of the team are creating and posting content, then planning ahead means that proposed content can be drafted and screened by an editor before posting.

Define the Goals

Your core values will help answer this question, but what are your objectives for having social media channels? What does a successful social channel look like for your brand? There is plenty of data to analyse in Facebook’s insights, but choosing 4 or 5 key metrics to monitor each month will help keep everyone focussed on the goals. Here are our 4 suggestions for insights you should be monitoring:

  • Post Reach – how large is the audience that you’re engaging with

  • Post Engagement – how engaging is your content

  • Message Response Time – how responsive are you to inbound messages

  • Review Score – what are your customer saying about you and your brand

Time and Resources

A big barrier to operators having successful social media channels is a lack of dedicated time given to the task. We started this article by accepting that not everyone has a dedicated social media team, but choosing the right social media champions often results in these characters voluntarily giving up their time to contribute to the process. However, giving your social media champion a few hours each month to create content, schedule content, and report on activity is an investment worth making.

Other resources need to be made available to your champions:

  • Posting Platform – if you operate more than 3 social media channels then it’s worthwhile investing in a platform like Hootsuite or eClincher

  • Video and image library – posts with video get over 10x more engagement than simple text posts, so allow your social media champions access to libraries of your own stock of footage and images

  • Technology – champions will need access to the appropriate devices so they can post on your channels, e.g. Instagram is designed to be a mobile-only channel, so your team will ideally need to be posting from a mobile device and not a PC or laptop.

Local Focus

Building a team of social media champions will provide larger organisations with the confidence to create bespoke channels per local facility. Every business should have a company channel, but consider whether the public will affiliate themselves with that profile.  Take a moment to consider if you and your friends follow your local leisure centre or club – would you follow a brand as well? We advocate setting up channels linked to a local centre or club. This means that content can focus on the local community while still sharing stories and updates from the company-wide activity.

Manage Expectations

If you decide to create a social media champion, then agree what that role entails and what is possible in the allocated time given to them. One key area to consider is how, and if, they are responsible for responding to incoming messages. Handling inbound enquiries should be a task shared amongst the team with access to your channels and who have had some training. These staff could also be classed as social media champions, expanding your team of people focussed on your social activity.

Next Steps...

Creating social media champions doesn’t happen overnight, but you must start sometime.  Start by identifying individuals and discuss your plans with them to see if they’re interested in the role – don’t assume and push the responsibility onto staff. Review if you’ve got the resources in place necessary to help them succeed, and whether your channels are setup correctly. And before pushing the button and going for it, define your objectives and what success will look like.

Social media is a team effort that involves everyone from the senior management team through to the frontline staff. Your social media champions are the glue in the middle that gather content, monitor your channels, propose new ideas and update everyone on activity. Easy right?!

For help creating social media champions, reviewing your social media strategy or staff training please get in touch.

Contact us here
ABOUT US

TA6 is a fresh, forward-thinking brand for the leisure industry providing sales, marketing and retention services to operators looking to grow income and invest in their staff’s development.

CONTACT

TA6 powered by Alliance Leisure
2430/2440 Aztec West
The Quadrant
Bristol
BS32 4AQ

Tel: 01454 877558
Email: info@allianceta6.co.uk

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