43
go.bluewaterbrand.com/social
2
Franchisees Aren’t Social Media Experts
3
Social media can be like a gremlin:
It seems cute and fun…
4
But it can turn ugly and get out of hand – fast!
5
Franchisees may not having the resources or bandwidth for social media.
6
Not listening or responding on social
7
Lack of engaging content
8
of franchises had solid corporate presence on social media...
But none of those had a solid, identifiable plan for their franchisees.*
*Study done by Wired Flare of franchises in the greater Toronto area in 2014.Source: http://wiredflare.com/2014/02/2014-statistics-franchise-participation-on-social-media/)
9
Set your franchisees up for success
• Provide resources
10
Set your franchisees up for success
• Teach them how to respond
11
Set your franchisees up for success
• Provide engaging content
12
Franchisees May Not Understand Your Brand’s Social Approach
13
Lack of direction can lead to confusion.
• Franchisees can have difficulty using social media to benefit their local marketing.
14
Option
Full Control
• All social media profiles belong to the brand level and there are no individual or local profiles.
Deciding on Your Social Approach
15
Example of Full Control: Starbucks
16
Option
Shared Control
• Franchisees create and manage their local social profiles, and each profile contributes to the brand image as a whole.
Deciding on a Social Approach
17
Example of Shared Control: Jazzercise
18
Choose the best scalable solution for your brand.
• Full Control
• Shared Control
19
Choose the best scalable solution…
Full Control:• Requires High Levels of Communication to Franchisees
• Make sure your goals are clearly determined
• Ask for local content/help from your ‘zees!
20
Shared Control• Provide support
• Make sure goals are clearly determined
• Define social roles and responsibilities
• Provide detailed best practices
• Provide creative assets
• Provide resources and training at the brand level
21
Franchisees Don’t Always Know the Right Channels to Use
22
Social Media Inconsistency
23
Loss of Audience OR Never Reaching the Right Audience
24
Wasted Time + Effort
25
Provide Guidance
Recommend the right channels and how to use them
• Social Engagement vs. Social Ads
26
Provide Guidance
Educate Franchisees
• What’s next for social media in your franchise?
27
Provide Guidance
Social Media Kit with Promos + Creative
28
Not Having an Engagement Strategy
29
90% of consumers’ buying decisions are influenced by customer reviews
http://boast.io/customer-review-statistics/
30
One of the biggest things impacting your local engagement strategy is…
social reviews
Google+ Facebook Yelp
31
Use Google+ for
• Search
• Reviews
• Brand Awareness
32
For Search
• Every franchise location should register on Google My Biz
Reviews
• Yes, you can respond!
Brands
• Educate on how to respond to reviews
33
Use Facebook for:
• Local Deals
• Brand Engagement
• Social Reviews
34
• Used more now for getting deals
and leaving reviews
• Encourage local reviews
• Leverage the ad platform
-Help franchisees find their audience!
35
Yelp:• The leading review-centric social
network.
• 139 Million unique visitors in Q3 2014
36
More for food and service-based franchise locations
• Increased popularity via mobile app
Important because it’s review-centric
• Yelp had a monthly average of 139 million unique visitors in Q3 2014*
Brand Awareness
• Communicate if and where Yelp falls into your brand’s local social media strategy.
*Source: http://www.yelp-press.com/phoenix.zhtml?c=250809&p=irol-press
37
Define Your Brand’s Engagement Strategy
• Describe goals
• Customers’ social experience
38
Recommend the right channels and how to
engage respond
• Especially important for social reviews!
39
Educate and Support
• Have a plan!
Get the Infographic!
40
4 Ways Social Media is Killing your Franchisees
> go.bluewaterbrand.com/social
41
Craig BoyteDirector of Client Services
MaK* WangsnessDigital Marketing Manager
Thank you!
@MaKBirch
@CraigBoy
42
@BluewaterBrand
facebook.com/bluewaterbrand
Bluewater Inc.
youtube.com/bluewaterbrand bluewaterbrand.com/blog
instagram.com/bluewaterbrand
Connect with Us!
