Orangetheory Fitness's approach to building a strong community on social media, utilizing strategies like social listening, user-generated content, and community integration on platforms like Reddit and Facebook. The podcast delves into maintaining brand authenticity, balancing national and local presence, and predicting future trends in social media management.
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insights INSIGHT
Purpose Drives Social Energy
Orangetheory is a heart-rate zone group-fitness franchise with 1,500+ studios and expert coaches.
Anthony says the brand's purpose—helping people live better lives—drives social strategy and community energy.
insights INSIGHT
Balance National Brand With Local Voices
Balancing brand-level messaging with hyper-local studio voices preserves cohesion and local relevance.
Anthony prioritizes brand principles while encouraging studios to showcase coaches and members authentically.
volunteer_activism ADVICE
Lead By Example For Local Teams
Lead by example: the national brand should publish the kind of content local studios can emulate.
Provide resources, toolkits, and workshops to make local social easier and consistent.
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How can global brands cultivate a strong sense of community that keeps their audience interested and engaged on social? We ask Anthony Yepez, Associate Director, Social Media at Orangetheory Fitness, as he returns to chat with us on Social Pros.
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Sustaining a strong community spirit across a global company is not an easy feat. Especially when your brand has franchisees, studios, and team members all around the world. So, what is Orangetheory Fitness' secret?
On this episode of Social Pros, Anthony Yepez shares how social listening, audience understanding and, leading by example build the foundations for Orangetheory's community-led strategy.
He also talks to us about how he uses Reddit for content opportunities and the benefits of consistently leveraging user-generated content (UGC). Plus, he shares his predictions on what's in store for social pros over the next few years.
In This Episode:
2:59 - Anthony explains Orangetheory and his role
5:46 - Sustaining a "community feeling" for a global brand
8:30 - Balancing individuality with brand goals
13:07 - Instilling a social media mindset
14:56 - How Orangetheory leverages user-generated content
19:24 - Orangetheory's Reddit strategy
22:15 - Maximizing a small-but-mighty social team
25:11 - Anthony's predictions for the next year in social
Social Pros Podcast