Social Networking – Tools and Tips for Controlling the Face of Your Brand

Presented by:

Jon Carlston V.P. Social Development Process Peak Marketing

Gila Fox New Communications Specialist ValPak Direct Marketing Systems

Ken Colburn CEO Data Doctors Franchise Systems

Lee Plave Partner Plave Koch PLC

Monitoring Basics

• Google Alerts • Google Analytics • Social Mention • Addictomatic

• Tweet Deck • HootSuite • Monitter • Board Reader • Twilert

Social media at Valpak

• Who we are o B2B and B2C

• How social media works for our brand o Home office vs.

franchise • Platforms

o Facebook, Twitter, LinkedIn

Our franchise social media solution

• B2B Strategy • Researched and

built platform for best results

• Blogging, LinkedIn, Twitter

Providing the Tools

Providing the Tools

Providing the Tools

Providing the Tools

Protecting The Brand

1. Set goals for your social media / social networking policy

2. Players - who should be involved in goal-setting for your system

3. Points your policy should cover 4. Taboos

Protecting The Brand Goals

No one-size-fits-all approach What’s best for your co. (probably

not what another co. did) oDiff industries oDiff goals (S/N vs. S/M,

B2C vs. B2B, communicate vs. drive traffic to units, etc.)

oDiff players oDiff resources

Protecting The Brand Goals – Assess the Situation

Is FR ahead or behind the curve re FE usage? What are corp. employees doing? What are competitors doing? Have “fans” already set up their own sites? What if anything is already being said about

company / brand ? Resources avail. to address S/N and S/M?

Protecting The Brand Setting Policy

Develop the policy with input from those likely to be involved: Employees Franchisees Cross-organizational approach: Mktg (incl. outside advisors) I.T. Franchise Development Operations Legal

Protecting The Brand The Policy

Distinguish between personal vs. business pages

Laws applicable to your business, to franchising, and to posting in gen. – Right to use photos – likeness + © – Privacy laws – Regulated industries – Franchise-related laws (e.g., no FPRs) – Defamation, libel, and advertising laws

Protecting The Brand The Policy

Standards re competitors’ sites Price competition – intrabrand Customer comments and complaints Flaming content / trolls Protect intellectual property: TM + © Explain how stds apply to

employees of FR and FE

Protecting The Brand 10 Taboos

1) No posts with confidential company information (especially if co. is public, consider Reg. FD).

2) No posts to competitors’ sites 3) No anon. postings 4) Don’t register names that adopt or mimic

competitors’ names, marks, etc. 5) Only facts known to be true

Protecting The Brand 10 Taboos

6) Personal postings “sex, drugs, and rock-and-roll” std

7) Posts on politics, hot-button social issues, and int’l matters

8) Photos in company uniforms (Dominos – NC) 9) Defamatory content, disparaging or

threatening comments 10)Pornography

Social Networking – Tools and Tips for Controlling the Face of Your Brand

Discussion