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Orangetheory’s Approach to Building A Strong Community on Social

Posted Under: Social Pros Podcast
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Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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How can global brands cultivate a strong sense of community that keeps their audience interested and engaged? We ask Anthony Yepez, Associate Director, Social Media at Orangetheory Fitness, as he returns to chat with us on Social Pros.

Leading by Example

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 
  • 30:52 – Anthony’s Final Two 

Quotes From This Episode:

Hold your ground, see where you have the most opportunity with what you have, prioritize and just keep crushing it. Click To Tweet

“On social, we focus on storytelling, practicing what we preach, and showing up in a big way.” @AnthonyYepez

“Know where your audience is and have the right resources for that. It’s super-easy to get off track and jump on new platforms.” @AnthonyYepez


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