May 1, 2017
Jenna Reynolds, Planet Fitness
Jenna Reynolds is a proud tiny-house owner and dog mom who spends her days as a Digital Communities Manager professional at Planet Fitness World Headquarters, the home of the Judgement Free Zone. She spearheaded the creation of Planet of Triumphs, the company’s very own social community, where elevating positivity and inspiring members is the goal.
We caught up with Jenna to talk about how social media can help people achieve their fitness goals, what she is looking forward to at the Social Media Summit, and what life is like in a tiny house.
Q. Just when the news feed couldn’t seem to be any more crowded, the flow of information seems to have picked up to a dizzying pace. How can brands break through that noise?
A. Every brand’s focus should be on what works for them and their brand personality. Planet Fitness members’ feeds are filled with the latest fitness and diet trends. We aim to break through that noise by empowering our members with positive messaging about our Judgement Free Zone and by celebrating their fitness triumphs, big and small.
Q. What was the drive behind creating Planet of Triumphs? Why was it important to create a social community for Planet Fitness?
A. We have seen first-hand the amazing things that are possible when our members encourage and support one another in our gyms. We wanted to forge a special community where they could do so digitally as well. The platform has truly taken on a life of its own and our members have used it to detail their fitness journeys, cheer each other on and ask for support when they need it.
We surveyed a focus group of our members, and more than 70% said that they don’t post their fitness experiences on traditional social channels as they are afraid of being judged; Planet of Triumphs provides them a place where they can feel comfortable doing so.
The platform has become an important part of our brand, and our CEO visits the site every day to learn about our members’ stories and offer words of encouragement. As a company, we are diligent about keeping the site from becoming overly promotional and instead have let our members build their own community and celebrate their everyday wins.
Q. What advice would you give brands that are nervous about engaging on social media?
A. It is all about trust. Using social media helps immediately open up direct feedback and establish trust between your brand and consumers. It isn’t just about pushing out content. It should also be about how your fans respond and the learnings that you can distill from that, not just in terms of social media, but in all areas of your business.
Additionally, my biggest piece of advice would be to closely monitor your response volume and ensure that your social media strategy is equipped to handle it.
Overall, don’t overthink it. You’ve got this!
Q. What are you most looking forward to about the Social Media Summit?
Lanyards. Besides that, connecting with other social media advocates. No matter the industry, it is always a positive learning experience to hear about other brands’ successes and challenges, along with the trends that they are witnessing, when it comes to social media.
Q. You say you are a tiny-house owner. Doesn’t it get a little cramped?
The winter months can test my two dogs’ patience but otherwise, we utilize our yard which has a mini outdoor theater, fire pit, dining area, etc. I am social by profession and personality, so not being able to entertain a lot of people has been the biggest challenge; however, I am also addicted to re-decorating, so living in a smaller space has helped me to successfully limit my HomeGoods visits.
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