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

paulsegreto@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

Facebook

LinkedIn

Twitter

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

Facebook

LinkedIn

Twitter

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

Facebook

LinkedIn

Twitter

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

paulsegreto@FMDpro.com

832.838.4822