How to Use Social & New Media to Manage Your Franchise Online     November 13, 2009  Greg Bozigian New Media Marketing Spe...
Agenda <ul><li>What is Social Media?  </li></ul><ul><ul><li>Why is it important?  </li></ul></ul><ul><li>How to incorporat...
“ Let Your Fingers  Do The Walking ” <ul><li>The Yellow Pages Was The Place </li></ul><ul><li>  </li></ul>“ The average co...
Is Your Print Ad Enough? <ul><li>“ I’m not 15…  I don't understand this  Social Media stuff.” </li></ul><ul><ul><li>Social...
What is Social Media?  Similar to a business cocktail reception or chamber of commerce mixer without the constraints of ti...
Why is Social Media  So Important? <ul><li>The conversation has already started… </li></ul><ul><li>Social Media helps with...
Social Networking <ul><li>Sparks Interaction </li></ul><ul><li>Builds Trust </li></ul><ul><li>Adds Communication </li></ul...
Agenda <ul><li>What is Social Media?  </li></ul><ul><ul><li>Why is it important?  </li></ul></ul><ul><li>How to incorporat...
Social Media & Your  Local Marketing Strategy <ul><li>Meet people and start conversations </li></ul><ul><ul><li>•  Answer ...
How to  Incorporate Social Media   into your Overall Marketing Strategy
Anyone Can Publish Anything
Publishing Tips for  Social Media <ul><li>Publish everything you have anywhere  you can </li></ul><ul><li>Monitor what oth...
Monitor What’s Published
Promote Flattering Content
Empower Customers  To Publish
Ratings & Reviews <ul><li>What Other People Think Of You </li></ul><ul><li>What Other People Think Of  Your Work </li></ul...
How Do You Get Rated? <ul><li>Establish a Social Profile </li></ul><ul><li>Talk About Your Experience </li></ul><ul><li>In...
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
<ul><li>Make new friends  </li></ul><ul><li>Find your existing customers and friends  </li></ul><ul><li>Network through gr...
Agenda <ul><li>What is Social Media?  </li></ul><ul><ul><li>Why is it important?  </li></ul></ul><ul><li>How to incorporat...
What Should You Do? <ul><li>Establish Yourself As A  Professional </li></ul>
How Do You Socialize Online? <ul><li>Set Up A Personal Profile </li></ul><ul><li>Add Contact Information </li></ul><ul><li...
What Should You Do? <ul><li>Build Your  Location Profile </li></ul>
What Should You Do? <ul><li>3. Publish Your Past & Current  Projects </li></ul>
Blogging <ul><li>Establishes You As An Expert </li></ul><ul><li>Increases Interaction </li></ul><ul><li>Gets Your Message ...
How Do You “Blog”? <ul><li>Join a forum </li></ul><ul><li>Comment on Industry News </li></ul><ul><li>Give Relevant Advice ...
<ul><li>Real Time Communication </li></ul><ul><li>Non Intrusive </li></ul><ul><li>An Always On Touchpoint </li></ul><ul><l...
How Do You Tweet? <ul><li>Sign Up </li></ul><ul><li>What Are our Doing? </li></ul><ul><li>Ask Customers, Colleagues &Frien...
Agenda <ul><li>What is Social Media?  </li></ul><ul><ul><li>Why is it important?  </li></ul></ul><ul><li>How to incorporat...
 Search Engine Optimization   (SEO)  <ul><li>SEO refers to techniques that help your website/ social profile ran...
Buyers Start in Google
Search Engine Optimization <ul><li>3000 search's per second </li></ul><ul><ul><li>Publish your content </li></ul></ul><ul>...
Organic Search Is Best <ul><li>Free </li></ul><ul><li>More Traffic </li></ul><ul><li>Better Quality </li></ul><ul><li>Long...
How Does Google Decide <ul><li>On page factors </li></ul><ul><li>25% </li></ul><ul><ul><li>Content </li></ul></ul><ul><li>...
Self Service SEO…Absolutely <ul><li>It’s not rocket science </li></ul><ul><li>Content is king </li></ul><ul><ul><li>Galler...
75% Of SEO is Done Off Page <ul><li>Recommendations from friends </li></ul><ul><li>“ I know Jack Synder” </li></ul><ul><li...
Link Building <ul><li>Partners </li></ul><ul><li>Directories </li></ul><ul><li>Content is King </li></ul><ul><li>Be active...
More Content=More Links
Caution <ul><li>Business content DOES NOT mean  content about the products and  services you sell  </li></ul><ul><li>Creat...
Local & Social Search Players
Agenda <ul><li>What is Social Media?  </li></ul><ul><ul><li>Why is it important?  </li></ul></ul><ul><li>How to incorporat...
Measurement Metrics <ul><li>Video views on YouTube </li></ul><ul><li>Friends on Facebook or LinkedIn  </li></ul><ul><li>Vo...
Conversion Metrics
Questions? <ul><li>“ Raise Your Hand” </li></ul><ul><li>Greg Bozigian </li></ul><ul><ul><li>[email_address] </li></ul></ul...
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Line X 11.13.09

  1. 1. How to Use Social & New Media to Manage Your Franchise Online     November 13, 2009 Greg Bozigian New Media Marketing Specialist Cygility.com
  2. 2. Agenda <ul><li>What is Social Media? </li></ul><ul><ul><li>Why is it important? </li></ul></ul><ul><li>How to incorporate social media into your overall marketing strategy </li></ul><ul><li>How to track and monitor your brand in social media </li></ul><ul><li>Ways to attract more website visitors and inquires from social media </li></ul><ul><li>How to increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies </li></ul>
  3. 3. “ Let Your Fingers Do The Walking ” <ul><li>The Yellow Pages Was The Place </li></ul><ul><li> </li></ul>“ The average cost of half page Yellow Pages display ad for one full year is over $15,000 ” ezinearticles.com <ul><ul><li>76% reach of the population in an average month </li></ul></ul><ul><ul><li>57% in the average week </li></ul></ul>
  4. 4. Is Your Print Ad Enough? <ul><li>“ I’m not 15… I don't understand this Social Media stuff.” </li></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Ratings & Reviews </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>You’ve Heard All The Buzz: </li></ul></ul>
  5. 5. 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.”
  6. 6. Why is Social Media So Important? <ul><li>The conversation has already started… </li></ul><ul><li>Social Media helps with Search Engine Optimization (SEO) </li></ul><ul><li>Social Media promotes your franchise </li></ul><ul><li>Social Media is Permission based </li></ul>
  7. 7. Social Networking <ul><li>Sparks Interaction </li></ul><ul><li>Builds Trust </li></ul><ul><li>Adds Communication </li></ul><ul><li>“ Markets not Sells” </li></ul><ul><li>Generates Referrals </li></ul>
  8. 8. Agenda <ul><li>What is Social Media? </li></ul><ul><ul><li>Why is it important? </li></ul></ul><ul><li>How to incorporate social media into your overall marketing strategy </li></ul><ul><li>How to track and monitor your brand in social media </li></ul><ul><li>Ways to attract more website visitors and inquires from social media </li></ul><ul><li>How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies </li></ul>
  9. 9. Social Media & Your Local Marketing Strategy <ul><li>Meet people and start conversations </li></ul><ul><ul><li>• Answer questions –help others </li></ul></ul><ul><ul><li>• Ask questions –trust others’ advice </li></ul></ul><ul><li>Become a real member of the community </li></ul><ul><li>Add value to the community </li></ul><ul><li>Turns emails into blog posts </li></ul><ul><ul><li>Turn forum posts into blog posts </li></ul></ul><ul><li>Shoot videos at events and installations </li></ul><ul><li>Interview customers for your blog </li></ul><ul><li>Share lessons you learn </li></ul>
  10. 10. How to Incorporate Social Media into your Overall Marketing Strategy
  11. 11. Anyone Can Publish Anything
  12. 12. Publishing Tips for Social Media <ul><li>Publish everything you have anywhere you can </li></ul><ul><li>Monitor what others publish, promote it </li></ul><ul><li>Empower your customers to publish </li></ul><ul><li>google.com/blogsearch </li></ul><ul><li>Technorati.com </li></ul><ul><li>Existing blogs </li></ul><ul><li>IndustryTwitterers </li></ul>
  13. 13. Monitor What’s Published
  14. 14. Promote Flattering Content
  15. 15. Empower Customers To Publish
  16. 16. Ratings & Reviews <ul><li>What Other People Think Of You </li></ul><ul><li>What Other People Think Of Your Work </li></ul><ul><li>Builds Trust </li></ul><ul><li>Establishes Community </li></ul><ul><li>Gives Credibility </li></ul><ul><li>Generate Referrals </li></ul>
  17. 17. How Do You Get Rated? <ul><li>Establish a Social Profile </li></ul><ul><li>Talk About Your Experience </li></ul><ul><li>Invite Your Customers </li></ul><ul><li>ASK For A Review </li></ul><ul><li>ASK For A Rating </li></ul><ul><li>The Goal </li></ul><ul><ul><li>Get Others To Comment </li></ul></ul>
  18. 18. How to Incorporate Social Media into your Overall Marketing Strategy
  19. 19. Monitor What’s Being Shared
  20. 20. Del.icio.us Market Research
  21. 21. Where Does Your Audience Hang Out http://www.doshdosh.com/list-of-social-media-news-websites
  22. 22. How to Incorporate Social Media into your Overall Marketing Strategy
  23. 23. <ul><li>Make new friends </li></ul><ul><li>Find your existing customers and friends </li></ul><ul><li>Network through groups </li></ul><ul><li>Add to your email signature, blog articles, bio or profile… </li></ul><ul><li>Be helpful </li></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Share interesting content </li></ul></ul><ul><ul><li>Make connections </li></ul></ul>Networking Tips for Social Media
  24. 24. Agenda <ul><li>What is Social Media? </li></ul><ul><ul><li>Why is it important? </li></ul></ul><ul><li>How to incorporate social media into your overall marketing strategy </li></ul><ul><li>How to track and monitor your brand in social media </li></ul><ul><li>Ways to attract more website visitors and inquires from social media </li></ul><ul><li>How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies </li></ul>
  25. 25. What Should You Do? <ul><li>Establish Yourself As A Professional </li></ul>
  26. 26. How Do You Socialize Online? <ul><li>Set Up A Personal Profile </li></ul><ul><li>Add Contact Information </li></ul><ul><li>Add Pictures and Video </li></ul><ul><li>Give Advice, Help Others </li></ul><ul><li>“ Smile” </li></ul><ul><li>The Goal </li></ul><ul><ul><li>Build Relationships-Don’t Sell </li></ul></ul>
  27. 27. What Should You Do? <ul><li>Build Your Location Profile </li></ul>
  28. 28. What Should You Do? <ul><li>3. Publish Your Past & Current Projects </li></ul>
  29. 29. Blogging <ul><li>Establishes You As An Expert </li></ul><ul><li>Increases Interaction </li></ul><ul><li>Gets Your Message Out </li></ul><ul><li>Sells Through “Advice” </li></ul><ul><li>Builds Trust </li></ul><ul><li>Generates Referrals </li></ul>
  30. 30. How Do You “Blog”? <ul><li>Join a forum </li></ul><ul><li>Comment on Industry News </li></ul><ul><li>Give Relevant Advice </li></ul><ul><li>Boast “Favorite” Products </li></ul><ul><li>Publish Experience Based Tips </li></ul><ul><li>The Goal </li></ul><ul><ul><li>Be Active, Relevant and An Expert </li></ul></ul>
  31. 31. <ul><li>Real Time Communication </li></ul><ul><li>Non Intrusive </li></ul><ul><li>An Always On Touchpoint </li></ul><ul><li>“ What’s Happening Now” Affect </li></ul><ul><li>Builds “Followers” </li></ul><ul><li>Generates Referrals </li></ul>
  32. 32. How Do You Tweet? <ul><li>Sign Up </li></ul><ul><li>What Are our Doing? </li></ul><ul><li>Ask Customers, Colleagues &Friends to Follow You </li></ul><ul><li>Have Fun </li></ul><ul><li>Don’t Sell </li></ul><ul><li>The Goal </li></ul><ul><ul><li>Get Noticed </li></ul></ul>
  33. 33. Agenda <ul><li>What is Social Media? </li></ul><ul><ul><li>Why is it important? </li></ul></ul><ul><li>How to incorporate social media into your overall marketing strategy </li></ul><ul><li>How to track and monitor your brand in social media </li></ul><ul><li>Ways to attract more website visitors and inquires from social media </li></ul><ul><li>How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies </li></ul>
  34. 34.  Search Engine Optimization (SEO) <ul><li>SEO refers to techniques that help your website/ social profile rank higher in the organic/natural search results. </li></ul><ul><li>This helps more people who are looking for your product or service find you. </li></ul>
  35. 35. Buyers Start in Google
  36. 36. Search Engine Optimization <ul><li>3000 search's per second </li></ul><ul><ul><li>Publish your content </li></ul></ul><ul><ul><li>Optimize your content </li></ul></ul>
  37. 37. Organic Search Is Best <ul><li>Free </li></ul><ul><li>More Traffic </li></ul><ul><li>Better Quality </li></ul><ul><li>Longer lasting </li></ul>Source: Marketing Sherpa and Enquirio
  38. 38. How Does Google Decide <ul><li>On page factors </li></ul><ul><li>25% </li></ul><ul><ul><li>Content </li></ul></ul><ul><li>Off page factors </li></ul><ul><li>75% </li></ul><ul><ul><li>Links </li></ul></ul>
  39. 39. Self Service SEO…Absolutely <ul><li>It’s not rocket science </li></ul><ul><li>Content is king </li></ul><ul><ul><li>Gallery section </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Special offers </li></ul></ul><ul><li>Read a lot of blogs </li></ul><ul><li>Do your research </li></ul><ul><li>Start small and work your way up </li></ul><ul><li>Track and measure-know what works </li></ul>
  40. 40. 75% Of SEO is Done Off Page <ul><li>Recommendations from friends </li></ul><ul><li>“ I know Jack Synder” </li></ul><ul><li>“ Jack Synder did a great job installing my LINE-X bedliner” </li></ul><ul><li>Greg Bozigian “Jack Synder is a real LINE-X expert” </li></ul>
  41. 41. Link Building <ul><li>Partners </li></ul><ul><li>Directories </li></ul><ul><li>Content is King </li></ul><ul><li>Be active on social networks </li></ul><ul><li>Start a facebook group </li></ul><ul><li>Start a blog </li></ul><ul><li>Post viral isntallation videos, customer photos </li></ul><ul><li>Answers, forums, Wikis </li></ul>
  42. 42. More Content=More Links
  43. 43. Caution <ul><li>Business content DOES NOT mean content about the products and services you sell </li></ul><ul><li>Create content that’s useful and interesting to your target personas </li></ul><ul><li>DON’T SELL </li></ul>
  44. 44. Local & Social Search Players
  45. 45. Agenda <ul><li>What is Social Media? </li></ul><ul><ul><li>Why is it important? </li></ul></ul><ul><li>How to incorporate social media into your overall marketing strategy </li></ul><ul><li>How to track and monitor your brand in social media </li></ul><ul><li>Ways to attract more website visitors and inquires from social media </li></ul><ul><li>How to Increase franchisee traffic and optimize search engine traffic with must-know SEO tools and strategies </li></ul>
  46. 46. Measurement Metrics <ul><li>Video views on YouTube </li></ul><ul><li>Friends on Facebook or LinkedIn </li></ul><ul><li>Votes for blog articles </li></ul><ul><li>Posts in forums </li></ul><ul><li>Questions answered on Yahoo Answers </li></ul>
  47. 47. Conversion Metrics
  48. 48. Questions? <ul><li>“ Raise Your Hand” </li></ul><ul><li>Greg Bozigian </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Post questions in your LINE-X forum </li></ul><ul><li>We’re Here To Help! </li></ul>
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