Marketing · Marketing Strategy

Any ideas that have worked for other in marketing a social media site on day one?

Shehryar CSM Development Manager at AT&T Mobility

November 20th, 2015

We have built a social media site for fitness enthusiasts, you can ask fitness questions, watch workout video, read articles and follow members on the site. We are getting ready to launch the site but as you know for sites these kind of sites to be successful, there need to be good amount of people on it starting from day one otherwise it is like empty restaurant syndromes. I think the site will be very helpful for people only if they began to use it:). We want to do it right on day one.

What are some of the proven ideas others have used. Please do not mention typical social media, talking to friends/family and so forth. We are already doing those. I am interested in knowing if there are any creative ideas anyone used and found them helpful. Please note, we do not have too many followers that we can leverage like was the case with Stackoverflow; the founder already had a large number of followers.
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Patrick Williams Co Founder and CEO at The Thursday Room

November 20th, 2015

How about partnering with one of the gym chains across the country by running a competition for their members. The prize could be annual memberships to the gym. You buy 50 memberships and create the competition based on points. Points over a period of a month. Points could be given out for gym attendance answering a dietary related quiz and naturally this platform for the competition is housed on your site and they have to sign up to get there. PDC Williams, Manhattan. Tel: 917 951 1490

Jerome Pineau Digital Transformation Consultant

November 20th, 2015

Your question is about building community around your "concept" - so first off, it's not original (you're competing with people like Nike for instance) so right there it's a problem but nonetheless, it's not really about how you promote the thing to get an initial influx of people - it's about how you keep them while growing your membership. And unless you're offering something that either solves a major pain point, or rallies people around a cause, you're in for a long painful road ahead. Unless you're first, or unique, or different in your context, no amount of magic social or other gimmick will pay your bills.

Shawn Elledge Integrated Marketer specializing in B2B Demand Generation, Lead Generation and Direct Marketing

November 20th, 2015

I'm not sure if this falls under typical or not but I would definitely launch a fitness blogger out reach program and develop an email invitation. Im sure you are already doing this but I like using followerwonk to find people with fitness in their profile and start following everyone. Unfollow people who dont follow you back, rinse and repeat. 
Check out social123 to find linkedIn contacts with the word fitness in their linkedin profile or title. I just did a search and there are over 21, 000 people just for that keyword. You can also find emails on people who belong to fitness linkedin groups or related industries so there is a ton of data available to support an email program. If you dont have an email platform ping me and I'll make some suggestions.
Good Luck

Aleksandr Yarmolatii Experienced in Motion Graphics, Design, Video Production and Automation

November 20th, 2015

Personalized videos can help.

Shehryar CSM Development Manager at AT&T Mobility

November 20th, 2015

thank you all! Shawn, we will definitely give a try to social123 we did not have this in our list so thanks. I think linkedin only allows you to email people on their platform with membership but even that has a limit. I have not explored the social123 but is their a way to get people email address? We use getresponse for email engine if you have a better tool you use, please let me know.
Aleksandra, I will ping you, if you have email you prefer please let me know and I will send you a sample video on that. Let me know if you have suggestion or want to help.

Neelam Niroula Founder - Zuplr. #FasTech #SmartRetail

November 20th, 2015

Good idea, however there is already competition in the market and yes, 'Fitness/Health' is a big market! So, you definitely have  a market.

Talking about going viral, building a chain kind of community will help increase the users. 
A bit of creative thing on real time data would go long way in building a community.

So, growth hacking with real time marketing will help.

Patrick Williams Co Founder and CEO at The Thursday Room

November 20th, 2015

Shehryar, Thanks! You could of course just buy the memberships and proceed. You could also buy a series of discounted one day passes that the gyms are now offering for people to sample. The advantage of partnering with them is that they may show your videos as content in the gym which would be a win/win and you could run their logo on your site which would give you instant credibility ETC.

Nakeisha Turner Social Engagement Strategist | Creative Marketing Innovator

November 20th, 2015

Paid ads on Facebook. Solicit a trusted influencer to send people to your page. Have them post your page info or tag your page in a post. Offer a follow-based contest and place signage where ever you can get it. 

Shehryar CSM Development Manager at AT&T Mobility

November 20th, 2015

Thanks! Aleksandra we have created number of workout videos which we will run on youtube, please let me know if you were thinking something else.

Patrick, great advice. I think we can run a campaign like this even if gyms do not agree to partner with us. They may think people will get free fitness advice on our site which may reduce their personal training business. Please add if you have advise on approaching them.

Aleksandr Yarmolatii Experienced in Motion Graphics, Design, Video Production and Automation

November 20th, 2015

Shehryar,  

You can run a campaign where existing users can create or get personal videos, maybe we personalize existing videos that you have. Anyway if the video is interesting, personalized your subscribers will share (or we can make them to share video, etc.)... 
or maybe make birthday, holidays video with personal message with link to your brand.  

can i see the videos you have now?