de-mystifying social media for franchise
DESCRIPTION
Breaking down what social media really is, and how it relates to the Franchise Industry. Report findings, and best practices are shared along with successful case studies.TRANSCRIPT
DE-MYSTIFYING SOCIAL MEDIA AND HOW TO MAKE IT WORK FOR YOUR BUSINESSSOUTHEAST FRANCHISE FORUM
AUGUST 9TH, 2011
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
THE FLOOD GATES HAVE OPENEDEngaged consumers forcing social competition
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OVER 500 MILLION USERS ON FACEBOOK- 25% OF ALL WEBSITE VIEWS
65 MILLION TWEETS A DAY- OVER 600 MILLION QUERIES IN TWITTER SEARCH
LINKEDIN NOW HAS 70 MILLION USERS- 2ND LARGEST U.S. SOCIAL NETWORK
YOUTUBE GETS 2 BILLION VIEWS A DAY- THE SECOND LARGEST SEARCH ENGINE NEXT TO GOOGLE
~ ECONSULTANCY.COM
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
WHAT SOCIAL MEDIA ISN’T
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FACEBOOKTOOLSCAMPAIGNSFOLLOWERS/FANSADVERTISINGAUTOMATEDTACTICSSTRATEGIESNEW
• If your Social Media plan is tool focused,
you don’t have a strategy at all
• Worry about the tools last and focus on
how your business will be social
• Successful Social Media strategies stem
from identified business goals and
objectives
• This requires listening and incorporating
social web implementations into your
culture
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
WHAT SOCIAL MEDIA IS
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RELATIONSHIPSCOMMUNICATIONPASSIONENGAGEMENTHELPINGEMOTIONSHARINGLOYALTYHELPING!!!
• If you are online, people will expect you to
be present
• Social Media is a organic process and
your job is to build lifelong relationships
• What experience do you want consumers
to come away with when they interact with
your Franchise?
• Ask how are you going to be social, not
what are you going to do with Social
Media?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE SOCIAL WEB HAS CHANGED HOW BUSINESS IS DONE
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
FRANCHISORS, FRANCHISEES, AND SOCIAL MEDIA
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.SOCIAL MEDIA FRANCHISE SURVEY
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“Strengthens relationships with
customers.”
“Dialogue. We've been able to talk to fans
and critics alike. We've also been able to
provide personal responses and
assistance to customers who've
experienced issues.”
“The real time customer service aspect is
unique to social media and we are
benchmarking best in class companies to
learn how they are doing it well.”
“It allows us to communicate directly with
our customers-- provide them useful
information, solve concerns, share news
of our franchisees actively participating in
their communities.”
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DO YOU HAVE YOUR PROFILE ON ANY THE FOLLOWING SOCIAL NETWORKING SERVICES?
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT DO YOU EXPECT TO DRIVE USING SOCIAL MEDIA TOOLS?
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT PREVENTS YOUR FRANCHISE FROM EXPANDING ITS USE OF SOCIAL MEDIA?
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
WHO OWNS SOCIAL?
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE FRANCHISOR/FRANCHISEE SOCIAL RELATIONSHIP
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• Franchisors want to make sure the brand messaging is consistent.
• Franchisees may go rogue and create their own social engagements.
• Social Media requires both Franchisor and Franchisee to collaborate on effective communication.
• Franchisors can provide best practices, training, and content disbursement to their units.
• Franchisees can bring to the table their results and perspective of what their communities want and need.
• This requires a top-bottom-bottom-top organizational
structure.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
USE THE SOCIAL WEB TO INCREASE THESE THREE THINGS
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WHO WE KNOW
WHO WE LIKE
WHO WE TRUST
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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Listen: Monitor sentiment of your brand, industry, and competition.
This helps target social communications to the appropriate audience
through the appropriate channels.
Identify/Build Internal Resources: Representatives of every corner of
your organization. Team should include internal champions of your
company and the social web.
Policies and Procedures: Build internal guidelines for your company.
Define as needed, and provide a structure for future social media
executions.
Content Generation: Identify all possible and available content options. This ties into your listening phase.
Engage and Educate: Learn how to be active and not reactive on the
social web. Keep current with ethics and methodologies that govern the digital landscape.
BECOMING A SOCIAL BUSINESS
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
SOCIAL MEDIA FEEDS ON CONTENT
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B2B Social Media is still P2P Social Media - Jason Falls
• You are still dealing with, communicating, and doing business with people.
• If you are going to be online, you need to:
- Connect
- Communicate
- Build loyalty for your company and product/service
- Find and build leads
- Go where people go
• Many B2C social marketing strategies apply to B2B. The tactics may differ.
• Regardless if your are B2B or B2C, the social web requires an authentic and genuine presence.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
LESS MARKETING. MORE COMMUNICATION.
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• Your social media presence needs to be a reflection of your culture and who you are.
• Remember P2P: People will do business with people and they do business with people they can get to know.
• Helping people is the new marketing.
• Stop thinking like a company and start thinking like a customer.
• Allow your customer to participate with you.
• Consumers demand immediate and efficient response from
companies.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE SOCIAL WEB REQUIRES PUTTING THE HUMAN BACK IN BUSINESS
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IT ALL COMES BACK TO YOUR CUSTOMER PROPOSITION:
DON’T THINK SOCIAL MEDIA STRATEGY
WHAT IS YOUR MARKETING OBJECTIVE AND HOW CAN YOU INTEGRATE SOCIAL INTO IT?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
CASE STUDIES
• Personable
• Authentic
• Accessible
• Helpful Resource
• Consistent
• Outstanding
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
TASTI D-LITE: GEO LOCATION
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Goal: Build a better loyalty program using social networks already in use by customers
Updating Traditional Marketing: Punch cards can not link a sale to an individual or their spending habits.
TastiRewards: Points awarded for every dollar spent, but additional points awarded for sharing their experiences with the brand through social networks.
Customer Adoption: Customers didn’t have to add a new communication channel. Ease of use and access lead to increased brand loyalty.
Social Networks: Facebook, Twitter, Foursquare
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
KOSAMA: EFFECTIVE CONTENT
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Goals: Increase market mind share and build online presence for a young one unit store. Build Lead generation to open additional franchises locally and nationally.
Awareness Through Content: Kosama provided content based on a passion subject related to their industry, Healthy Living. Informational and helpful blog and video content created.
Organic Campaign: Monthly reporting and testing to see what was working, and wasn’t. Campaign changed based on feedback, engagement, and behavior.
Consistency: Best practices solidified with Franchisor and adopted by individual Franchisees keeping branding and messaging consistent.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
VALPAK: AUGMENTED REALTY/MOBILE
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Goals: Update their direct mailing marketing efforts using current technology and mobile devices used by consumers.
Mobile Coupons: Mobile device recognizes Valpak deals when a person points their smart phone’s camera in the direction of local businesses.
No Paper: User can redeem deals by showing the local merchant the coupon on their mobile device.
Consumer Needs: Giving access to savings when people want them, and integrating technology customers are rapidly adopting.
Opt In: People can sign up for additional deals and SMS coupons from Valpak.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
MCDONALD’S: FACEBOOK
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Goals: Increase fan base and build true engagement with one of the largest social networks.
Ask Questions: McDonald’s asks their fans questions as it relates to their interests, seasons, holidays, and polls.
Passion Point: Ronald McDonald House and local charities. Sharing stories from families and communities.
First Place: Fast food franchisee withe most fans (close to 10 million), and greatest fan growth per month.
Room For Improvement: Despite the size of the fan base, McDonald’s doesn’t engage often. Majority of their posts are ads. Rogue Facebook pages.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE FLOOR IS OPEN
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Questions?
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
REFERENCES
Tasti D-Lite:http://www.slideshare.net/werkshop/case-study-tasti-dlite
Kosama:http://www.slideshare.net/onesocialmedia/social-media-case-study-7093297
Valpak:http://www.mobilecommercedaily.com/2011/03/29/valpak-pushes-geo-targeted-coupons-via-mobile-augmented-reality-app
McDonald’ss:http://www.quora.com/Which-fast-food-chains-globally-have-the-best-social-media-campaigns
Franchise Help Blog:http://www.franchisehelp.com/blog
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THANK YOU VERY MUCH!
Janet Muhleman
President and CEO
734.327.
David Murray
Director, Social Web Communications
734.327.6622
www.twitter.com/davemurr
Follow Us
www.twitter.com/regroupinc
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www.regroup.us
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