Digital & Social Media

Ten Pilates Londons' use of digital technologies

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What can we measure at TenPilates online strategy?

Social networks:

Number of tweets, Likes, fans, friends, posts, comments, and other interactions plus the more accountable measures such as click thru's to the web site

Website:

-         CTR

-        Conversion rate (how many people are actually buying

E-Mail marketing:

-         Response rate (how many people are interacting)

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Legals & Privacy of TenPilates

“TenPilates wants to offer you the best possible internet experience” (TenPilates, 2015).

On the bottom of the website users will find a bar which include the following options:

- TenPilates makes it clear that consumers who will make use of their service will unconditionally agree to be bound by the Privacy Policy! - due to periodic change of their policy, they recomment their customers to regularly review any amendments

“At TenPilates we don't share your data with any third party other than those utilised to service our business” (TenPilates, 2015).

Other areas covered by the Privacy Policy site are:

+ Third party sites + Log files/ IP adresses + Non personal information + Informatino places on your computer + Improving our service + Information about products and services + Keeping our records accurate + Disclosing your information to others

If you enter TenPilates’ website no notification of ‘Cookie Use’ will appear. However, they can still track your journey within 30 days with the xxx

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TenPilates & Email Marketing

TenPilates offers current and/or new customers on its website to sign up for their newsletter in order to stay in touch with the company.

After signing up for the TenPilates newsletter, it say “We need to confirm your email adress to complete the subscription, please click the link in the email we just sent you.” Unfortunately, I still haven’t received an email by TenPilates. And I Signed up yesterday....

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Mobile Marketing

Comparing TenPilates’ website with their mobile website, you’ll see that they look almost alike ! However, there are minor differences when it comes to format. The mobile version has of course a panel format instead of a lanscape format like the website. Due to the fact that TenPilates didn’t adapt its mobile website buttons got very small and therewith the handeling of it gets more difficult. 

However, the mobile website for the ipad is exactly the same, even the format is identical.

In order to redress that occuring disadvantage on the phone mobile website TenPilates probably invented an app where customers can get to know every relevant information as well as book classes online. On both mobile websites, phone and tablet, the invitation to open and/or download the app pops up immeditaley.

The app also allows/invites customers to upload the class their are going to attent + time & place on social media sites such as facebook and twitter. However, the upload on twitter wasn’t successful due to contection problems to twitter. Although, I tried several times it didn’t work.

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Social Media Reputation

TenPilates seems to be very active on the following social media sites:

Facebook: 2.415 likes

Twitter: 2.905 follower; 5980 tweets

Instagram: 1.127 followers; 266 posts

LinkedIn:

--> TenPilates is has NO presence at pinterest, Tumblr and YouTube!

Blogs

Socialmention:

The keyword search volume is 12. It does’t seems to be very much, but there is no proper reference to estimate it, because the competitor Bootcamp isn’t mentioned at all and Barrecore has 6.

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Affiliate Marketing of bePilates

An affiliate program can increase online sales and brand awareness for a company.

Again our group splitted up the tasks:

Martina is going to check our case company TenPilates. Kyra is responsible for their main competitor Bootcamp Pilates. And I’m going to check the competitor bePilates.

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SEO/PPC

We devided our group search by the 3 big search engine machines - Google (see yslissa) - Yahoo (see kyrasydow) - Bing (see martinaeco) So each of us were responsible for one of the above-named engine machines in order to analyze possible search terms of potential consumers (see also ALEX report: top 5 keywords)

Generic Search Terms: Pilates, Pilates London, Pilates classes, Pilates classes London, Pilates UK

For almost every single generic search term our case company Ten Pilates appears on the first site and is always under the first five results. ‘Pilates UK’ is the only term where Ten Pilates appears on the second site instead of the first and is listed as the last result of that site.

Long Tail Search Terms: Pregnancy pilates classes London, Pilates for beginners in London, Advanced pilates classes in London

For “pregnancy pilates classes london”, which is a term that came up in the Alexa report, Ten Pilates appears again on the first site ranked 4th excluding the three sponsored ones on the top.

Branded Search Terms: Tenpilates, Tenpilates London, tenpilates Notting Hill

For every chosen branded search term our case company Ten Pilates appears on the first site and is always ranked first.

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WAVE-Report

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TenPilates.com & Alexa Report

- looks optimized at first view - gives visitors an overview of: --> classes, time & place --> what they can expect from the different lessons - handy online classes boking system - offers invitation to newsletter; leads to all social network sites TenPilates is using (more in my next blogs ;) - too many information at once + no eye-catcher--> vistors might not know where to start searching - not very innovative and dynamic like the company wants to come across!

ALEXA Report

--> see for bootcamppilates.com Kyra’s Blog

--> see for bepilates.com Martina’s Blog

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Background

#Objectives:

- Inform and educate customers how they can reach a healthier lifestyle with TenPilates - Create category need and brand preference (TenPilates gives you more than the traditional Pilates ---> dynamic, energising exercise pro-gramme that delivers results fast) - Create competitive advantage (Being unique and different com-pared to other traditional Pilates providers--> TenPilates unique Circle of Care model; having the most expertly trained trainers; full-time, in-house Training Academy; having an unique level and intensity of our stuff training; full-time, in-house Training Academy; provide our clients with a dynamic, energising exercise programme that de-livers results fast)

# Target Group: - AB1 - 30-45 - females - strive for an active lifestyle - live or work in a 3 mile radius of TenPilates studios # Main Competitors:

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--> both of main competitors operating in the same areas as TenPilates; both offer a more dynamic version of Pilates

# Customer Journey: The online potential costumer journey could vary depending on rather the user already know about TenPilates and its different studios or  is just interest in Pilates in general. If the user is already aware of what he wants, he would probably search for branded search terms whereas the other one would search more for generic and long tail terms. De-pending on whether the search marketing is good or bad the results would lead the potential customer very fast or not so fast to the web-site. Having arrived on the website the potential customer would want to find out where exactly the different studios are and if one is close to his residence or workplace. The next thing he would be probably inter-ested in is the price of the different classes and the timetables as well as memberships as well if there are suitable classes for his levels and/or needs.

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#regram #selfitime #cleangraffiti #liverpoolstreet #cometomyhood #youcandoit!

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TenPilates London

At TenPilates, it's all about celebrating endorphins. We love the feeling you get at the end of a really good workout, and we love being able to see the benefits afterwards.

For us, it's not enough that we provide our clients with a dynamic, energising exercise programme that delivers results fast. It's also important that we provide an experience that's welcoming, positive and enjoyable. Everything we do at TenPilates is designed to help us achieve both those goals.

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TenPilates Marketing Internship

Job Sector: Marketing, PR & Advertising Period: 3-6 Month (There may be an opportunity for a full-time role upon completion)

The role would suit a student or recent graduate who is keen to work over the summer.

Primary Objectives of the Marketing Intern:

• To support the  Marketing Manager & Marketing Executive in the day to day   marketing and online activity (including eCRM and promotions). • To be a brand ambassador and consumer champion, passing your knowledge and passion for what we do - and the way we do it - to all members of the team and to other stakeholders. • Manage and drive social media for TenPilates with support from the marketing team (against a brief).

Responsibilties

Social Media • Drive Social Media across Facebook, Twitter, LinkedIn and Instagram for TenPilates with support from the marketing team. • Create and post engaging social media content across various social media channels. • Responsible for gathering images and marketing content. • Be active in understanding in emerging marketing trends and new technology. • Provide new ideas and suggestions on how to support the ongoing development of social media channels.

Promotions and collateral • Manage collateral requirements across 7 studios. CRM • Own eCRM program, mailing lists, tracking results and proposing changes. • Monitor MBO reports and recommend changes to eCRM strategy.

Competitor • Monitor competitor activity. • Make sure press books across all studios are up to date.

Ad hoc office duties • There is an opportunity for a full-time role upon completion.