Social media is changing the landscape of the fitness industry. Beachbody represents the perfect example of how fitness companies are harnessing the power of social media to build successful empires. Beachbody sells fitness packages which include workout DVDs, superfood shake powders called Shakeology; and simple eating , portion controlled meal plans. Beachbody has a network of coaches that are essentially successful customers-turned-salespeople. Coaches obtain a portion of sales they bring in and as they build a network of customers beneath them, they obtain a portion of the sales from their customers who themselves become coaches. The use of social media is a critical factor in the business model’s success as the more people that can feed into their network, the more powerful and successful their program becomes. Social media is used by the coaches to showcase the programs successes in order to motivate existing customers to succeed and to recruit new customers and eventual coaches. As the Beachbody business model is so reliant on the power of social media to meet their business goals, the utilization of social media metrics is equally as important. Given the Beachbody program is fundamentally a continuous sharing of communication amongst its community of coaches and users, social media metrics provide valuable information to help Beachbody understand what messages and programs are working and consequently what areas to improve.
Despite a 600% increase in Ryanair‘s marketing budget, profits have dropped 29% after a negative blast on social media. Suzy McLeod was charged €300 by Ryanair to print to print five boarding passes on a flight from Alicante to Bristol. Whether or not people agree with the significant print charges from “no frills” Ryanair in August 2012, a complaint on a… Read more »