How to Use Social & New Media to Manage Your Franchise Online

 November 13, 2009

Greg BozigianNew Media Marketing Specialist

Cygility.com

Agenda

• What is Social Media?

• Why is it important?

• How to incorporate social media into your overall marketing strategy

• How to track and monitor your brand in social media

• Ways to attract more website visitors and inquires from social media

• How to increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies

“Let Your Fingers Do The Walking ”

The Yellow Pages Was The Place

“The average cost of half page Yellow Pages display ad for one full year is over $15,000” ezinearticles.com

•76% reach of the population in an average month • 57% in the average week

Is Your Print Ad Enough?

• Social Networking• Blogging • Ratings & Reviews • Twitter

You’ve Heard All The Buzz:

“I’m not 15… I don't understand this

Social Media stuff.”

What is Social Media?

Similar to a business cocktail reception or chamber of commerce mixer without the

constraints of time or space(Other people can listen in easily)

“It’s media (content that is published) with a social (anyone can add to it)

component.”

Why is Social Media So Important?

The conversation has already started…

• Social Media helps with Search Engine Optimization (SEO)

• Social Media promotes your franchise

• Social Media is Permission based

Social Networking

• Sparks Interaction• Builds Trust• Adds Communication• “Markets not Sells”• Generates Referrals

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Agenda

• What is Social Media?

• Why is it important?

• How to incorporate social media into your overall marketing strategy

• How to track and monitor your brand in social media

• Ways to attract more website visitors and inquires from social media

• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies

Social Media & Your Local Marketing Strategy

• Meet people and start conversations

• Answer questions –help others

• Ask questions –trust others’ advice

• Become a real member of the community

• Add value to the community

• Turns emails into blog posts

• Turn forum posts into blog posts • Shoot videos at events and installations • Interview customers for your blog • Share lessons you learn

How to Incorporate Social Media into your Overall Marketing Strategy

Anyone Can Publish Anything

Publishing Tips for Social Media

• Publish everything you have anywhere you can

• Monitor what others publish, promote it • Empower your customers to publish

• google.com/blogsearch • Technorati.com • Existing blogs • IndustryTwitterers

Monitor What’s Published

Promote Flattering Content

Empower Customers To Publish

Ratings & Reviews

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• What Other People Think Of You• What Other People Think Of

Your Work• Builds Trust• Establishes Community• Gives Credibility• Generate Referrals

How Do You Get Rated?

• Establish a Social Profile• Talk About Your Experience• Invite Your Customers• ASK For A Review• ASK For A Rating • The Goal

– Get Others To Comment

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How to Incorporate Social Media into your Overall Marketing Strategy

Monitor What’s Being Shared

Del.icio.us Market Research

Where Does Your Audience Hang Out

http://www.doshdosh.com/list-of-social-media-news-websites

How to Incorporate Social Media into your Overall Marketing Strategy

• Make new friends • Find your existing customers and

friends • Network through groups • Add to your email signature,

blog articles, bio or profile… • Be helpful

– Answer questions – Share interesting content – Make connections

Networking Tips for Social Media

Agenda

• What is Social Media?

• Why is it important?

• How to incorporate social media into your overall marketing strategy

• How to track and monitor your brand in social media

• Ways to attract more website visitors and inquires from social media

• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies

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What Should You Do?

1. Establish Yourself As A Professional

How Do You Socialize Online?

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• Set Up A Personal Profile• Add Contact Information• Add Pictures and Video• Give Advice, Help Others • “Smile”• The Goal

– Build Relationships-Don’t Sell

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What Should You Do?

2. Build Your Location Profile

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What Should You Do?

3. Publish Your Past & Current Projects

Blogging

• Establishes You As An Expert• Increases Interaction• Gets Your Message Out• Sells Through “Advice”• Builds Trust• Generates Referrals

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How Do You “Blog”?• Join a forum

• Comment on Industry News• Give Relevant Advice• Boast “Favorite” Products• Publish Experience Based Tips• The Goal

– Be Active, Relevant and An Expert30

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• Real Time Communication• Non Intrusive• An Always On Touchpoint• “What’s Happening Now” Affect• Builds “Followers”• Generates Referrals

How Do You Tweet?

• Sign Up• What Are our Doing?• Ask Customers, Colleagues &Friends

to Follow You• Have Fun• Don’t Sell • The Goal

– Get Noticed

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Agenda

• What is Social Media?

• Why is it important?

• How to incorporate social media into your overall marketing strategy

• How to track and monitor your brand in social media

• Ways to attract more website visitors and inquires from social media

• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies

Search Engine Optimization (SEO)

• SEO refers to techniques that help your website/ social profile rank higher in the organic/natural search results.

• This helps more people

who are looking for your product or service find you.

Buyers Start in Google

Search Engine Optimization

• 3000 search's per second– Publish your content– Optimize your content

Organic Search Is Best

• Free• More Traffic• Better Quality• Longer lasting

Source: Marketing Sherpa and Enquirio

How Does Google Decide

• On page factors• 25%

– Content

• Off page factors • 75%

– Links

Self Service SEO…Absolutely• It’s not rocket science• Content is king

– Gallery section– Testimonials – Special offers

• Read a lot of blogs• Do your research• Start small and work your way up• Track and measure-know what works

75% Of SEO is Done Off Page

• Recommendations from friends

• “I know Jack Synder”

• “Jack Synder did a great job installing my LINE-X bedliner”

• Greg Bozigian “Jack Synder is a real LINE-X expert”

Link Building

• Partners• Directories• Content is King• Be active on social networks• Start a facebook group• Start a blog• Post viral isntallation videos,

customer photos• Answers, forums, Wikis

More Content=More Links

Caution

• Business content DOES NOT mean content about the products and services you sell

• Create content that’s useful and interesting to your target personas

• DON’T SELL

Local & Social Search Players

Agenda

• What is Social Media?

• Why is it important?

• How to incorporate social media into your overall marketing strategy

• How to track and monitor your brand in social media

• Ways to attract more website visitors and inquires from social media

• How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies

Measurement Metrics

• Video views on YouTube• Friends on Facebook or LinkedIn • Votes for blog articles • Posts in forums• Questions answered on Yahoo Answers

Conversion Metrics

Questions?

• “Raise Your Hand”• Greg Bozigian

– greg@cygility.com

• Post questions in your LINE-X forum

We’re Here To Help!

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