franchise social media - webinar presentation
DESCRIPTION
Franchise Social Media Webinar presentation 11.30.10TRANSCRIPT
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
Paul Segreto
President & CEO
franchisEssentials
www.FMDpro.com
832.838.4822
FRANCHISE SOCIAL MEDIA - BEST PRACTICES FOR BRAND AWARENESS, LEAD GENERATION
& SYSTEM-WIDE COMMUNICATIONS
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA LANDSCAPE
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA LANDSCAPE
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA IN TYPICAL BUSINESS ENVIRONMENTS
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA IN FRANCHISING
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
* What are the objectives for using social media within our franchise system? * Has a comprehensive social media strategy been developed consistent with our goals? * Are our social media efforts integrated with our overall marketing strategy? * Are our social media efforts specifically targeted for optimum effectiveness? * Are we effective in our social media efforts? * What are our bottom line results?
F R A N C H I S E S O C I A L M E D I A W E B I N A R
GETTING STARTED - SOCIAL MEDIA E-IDEA
• Explore
• Identify
• Develop
• Execute
• Analyze
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA E-IDEA 1. Exploring different aspects of Social Media, including Social Networking
and key Web 2.0 technology that creates excitement and brand awareness within your industry segment.
2. Identifying primary and secondary targets – Who will be targeted to purchase and/or visit your franchise locations? How deep do the target groups go and are there collateral groups that can be tapped?
3. Developing a Strategy and Plan of Action – Customized to specific targets in accordance with franchise development goals and objectives?
4. Executing the Plan – Putting the plan in motion including monitoring, managing the process including new content and updates. Keep it fresh!
5. Analyzing & Quantifying the Results – Is it working? Do you continue straight ahead or repeat the process from the beginning? What are actual results in franchise sales and system revenue?
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA POLICY – DO YOU NEED ONE?
Whether we like it or not, social media is here to stay and it will continue to grow and change. Social media is a vehicle for grassroots marketing requiring a relative investment to implement and manage yet having the potential for far reaching results. As a franchisor, you need to create and implement Social Media Policies that can guide your and your franchisees’ participation in these marketing vehicles.
F R A N C H I S E S O C I A L M E D I A W E B I N A R
FRANCHISE SOCIAL MEDIA POLICY ARTICLES
http://blog.wsidigitalmarketing.com/index.php/social-media/do-we-need-a-social-media-policy/
http://www.allbusiness.com/company-activities-management/company-structures/14292073-1.html
http://www.franchise.org/Franchise-Industry-News-Detail.aspx?id=50532
http://www.expansionexperts.com/blog/tag/social-media/
F R A N C H I S E S O C I A L M E D I A W E B I N A R
FRANCHISOR HANDLES ALL SOCIAL MEDIA
P R O S
•Total control over what is said
•Consistency of message
•Control over frequency
•Better ability to track results
•Save franchisees time and effort
C O N S
•Takes time and effort
•It will require part-time and eventually full-time position
•Required coordination with franchisees for local flavor
•Franchisees unable to respond to customers in timely manner
F R A N C H I S E S O C I A L M E D I A W E B I N A R
FRANCHISEE HANDLES ALL SOCIAL MEDIA
P R O S
•Provides great vehicle for personal interaction and relationship building at local level
•Franchisees able to respond to customers in timely manner
•Franchisees can measure results directly
C O N S •Franchisor loses total control of what is being said
•May lead to lack of consistency of message
•Franchisees may not actually participate frequent enough to produce results
•Franchisor will have to monitor franchisee participation to ensure compliance with policy
F R A N C H I S E S O C I A L M E D I A W E B I N A R
FRANCHISOR / FRANCHISEE COLLABORATION
P R O S
•Allows some personal interaction and relationship building at local level while still providing greater level of control by franchisor
•It may lessen time spent by both parties as duties are shared
•Franchisees able to interact with customers at local level in timely fashion
C O N S
•Requires great deal of coordination between franchisor and franchisees to ensure optimum results
F R A N C H I S E S O C I A L M E D I A W E B I N A R
WHAT IF FRANCHISES GOT THERE FIRST?
F R A N C H I S E S O C I A L M E D I A W E B I N A R
WHAT IF FRANCHISES GOT THERE FIRST?
F R A N C H I S E S O C I A L M E D I A W E B I N A R
ONLINE BRAND MANAGEMENT
Google profiles
Google alerts
Brand
Keywords
Per targets
Geo-specific
Online brand audits
Blogging Community
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
TODAY’S CONSUMER & FRANCHISE CANDIDATE
More educated
More sophisticated
More technologically advanced
More diligent
More cautious
More anxious
…than ever before
DOES THAT MEAN TRADITIONAL MARKETING SHOULD NOT BE UTILIZED? DOES THAT MEAN THE FRANCHISE SALES PROCESS SHOULD CHANGE?
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
INTEGRATED FRANCHISE MARKETING
F R A N C H I S E S O C I A L M E D I A W E B I N A R
WHAT ARE THE POTENTIAL BENEFITS OF INTEGRATED FRANCHISE MARKETING?
A T F R A N C H I S E E L E V E L
Local brand awareness
Increased sales
Improved communications with franchisor
Improved communications with fellow franchisees
Improved profitability
Increased business value
A T F R A N C H I S O R L E V E L
Regional & National brand awareness
Increased royalty revenue
Improved communications with franchisees
Improved franchisee validation
Increased interest in franchise concept
Improved profitability
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
INTEGRATING SOCIAL MEDIA WITH TRADITIONAL MARKETING
S O C I A L M E D I A
You Tube
Online PR
T R A D I T I O N A L
Tradeshows
Print Advertising
Direct Mail
Email Marketing
Portals
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
INTEGRATING SOCIAL MEDIA WITH TRADITIONAL MARKETING
S O C I A L M E D I A
You Tube
Online PR
T R A D I T I O N A L
Tradeshows
Print Advertising
Direct Mail
Email Marketing
Portals
F R A N C H I S E S O C I A L M E D I A W E B I N A R
RELEVANT, PERTINENT & INFORMATIVE
Myth – Social Media is all about the conversation
Reality – Social Media is all about who is listening!
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
INTEGRATING SOCIAL MEDIA WITH TRADITIONAL MARKETING
S O C I A L M E D I A
You Tube
Online PR
T R A D I T I O N A L
Tradeshows
Print Advertising
Direct Mail
Email Marketing
Portals
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
FRANCHISE SALES REQUIRES A SEAMLESS TRANSITION!
Sales representatives must be aware of all online marketing messages
Sales representatives must be aware of all discussions regarding the brand
Sales representatives must be aware sales process may not be A to Z
Sales representatives must be aware franchise compliance still prevails
Sales representatives must be aware people still buy from people
F R A N C H I S E S O C I A L M E D I A W E B I N A R
FRANCHISE SALES REQUIRES A SEAMLESS TRANSITION!
Sales representatives must be aware of all online marketing messages
Sales representatives must be aware of all discussions regarding the brand
Sales representatives must be aware sales process may not be A to Z
Sales representatives must be aware franchise compliance still prevails
Sales representatives must be aware people still buy from people
F R A N C H I S E S O C I A L M E D I A W E B I N A R
THIS APPLIES TO BROKERS, TOO!
TWO DISTINCT OBJECTIVES
For local brand awareness and driving business to franchise units
For regional and national brand awareness and generating interest in franchise concept
Requires different strategies and plans.
However, they may feed off each other!
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
ADDITIONAL BENEFIT
Improving communications and information sharing at all levels of the franchise system
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA TRENDS FOR 2011 & BEYOND
Group buying
Question and answer sites
Mobile
Facebook credits
Branded content
Twitter monetizing
Google will keep… failing
F R A N C H I S E S O C I A L M E D I A W E B I N A R
OF COURSE, THERE’S SO MUCH MORE TO DISCUSS
Customer review sites
Mobile marketing
Blogs
Webinars
Email marketing
Location-based social media
Social media dashboards
Virtual events
Local business listings management
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
SOCIAL MEDIA RESOURCES
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
F R A N C H I S E S O C I A L M E D I A W E B I N A R
Paul Segreto
President & CEO
franchisEssentials
www.FMDpro.com
832.838.4822