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Twitter Frontier: Harnessing the Power of Social Media while Protecting Your Franchise
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Twitter Frontier: Harnessing the Power of Social Media while Protecting Your Franchise

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Presentation at IFA 2012 annual convention in Orlando FL.

Presentation at IFA 2012 annual convention in Orlando FL.

Published in: Technology, Business

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  • 1. ABOUT US• Deb Evans – President & CEO – Computer Explorers• Chad Cohen – Vice President – Fish Consulting• David Beyer – Partner – Quarles & Brady• Todd Leiser – Director Franchise Sales - Valpak #TFIFA2012
  • 2. AGENDA • Franchisor’s Perspective • Franchisee’s Perspective • Legal Perspective • Best Practices • Tools • Q&A #TFIFA2012
  • 3. TWEET YOUR QUESTIONS #TFIFA2012 #TFIFA2012
  • 4. QUICK EXERCISE• Tweet that you are in the Twitter Frontier IFA session• “Attending Twitter Frontier Session at the IFA Convention #TFIFA2012. It’s awesome” #TFIFA2012
  • 5. SOCIAL MEDIA VIDEO
  • 6. #TFIFA2012
  • 7. FRANCHISOR - DEB EVANS• Hello, I am @DebCE andeverything can be tweeted,any time, any where! #TFIFA2012
  • 8. CREATE A RAVE• “Nobody Cares About Your Products (Except You)”• “Generate online buzz driving buyers to your virtual doorstep!”• “Create Triggers that Encourage People to Share!” #TFIFA2012
  • 9. TWITTER AGENDA• To Do Business• Corporate Communications• Public Relations• Business Development• Marketing and/or PR #TFIFA2012
  • 10. SOCIAL SHARING• Great Content will Create an Emotional Response• Builds Creditability Online• Allow the Sharing Virus to Spread (add social buttons) #TFIFA2012
  • 11. SHARING IN 2011 Infographic by AddThis of ClearSpring #TFIFA2012
  • 12. GROUND RULES• http://socialmedia.policytool.net/ #TFIFA2012
  • 13. SOCIAL MEDIA TOOLKIT• Provide step by step guide #TFIFA2012
  • 14. ESTABLISH “US” POLICY• Tweets are Better as a Team #TFIFA2012
  • 15. TWEET PSYCH• What will youTweet? #TFIFA2012
  • 16. THE TWITTER FRONTIER #TFIFA2012
  • 17. THE TWITTER FRONTIER #TFIFA2012
  • 18. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  • 19. FRANCHISEE – CHAD COHEN• What can you do for your franchise with 140 characters or less? – Find the people and the web intelligence that can help make your business successful. #TFIFA2012
  • 20. THE TWITTER FRONTIER• Twitter: She’s smart and unique, with a big mouth and lots of connections.• She’s the friend who gossips and makes lots of noise.• However, Twitter has her limits, but tell her the right things and she’ll hook you up with the right people.• If you want to stay on her good side, make sure you have a theme for what you’re going to tweet, and stay connected or you’ll never get anywhere with her. #TFIFA2012
  • 21. THE TWITTER FRONTIER• As franchisees, remember the following: – The choice to participate is yours – Respect the brand’s proprietary information – Be respectful, unique and the expert in your field – Pause before posting – Solve problems – Know your voice – Monitor and participate – Reward your followers #TFIFA2012
  • 22. THE TWITTER FRONTIER• If you, the franchisee, choose to engage, remember: – Your twitter account is not an island. It does not stand alone. – Needs to be reinforced offline for it to have an impact and for customers to deem it useful. – Twitter is not separate from your marketing and customer service efforts. – Monitor and track your brand, address concerns, offer customer service or thank people for praise. – Twitter is your megaphone to your local community. Use it. Get engaged. #TFIFA2012
  • 23. FRANCHISOR - FRANCHISEE #TFIFA2012
  • 24. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  • 25. LEGAL PERSPECTIVE Just because it’s on social media does not mean that: – Laws no longer apply – The FA / Manual does not apply Due to viral nature: Be More Vigilant !
  • 26. • Copyright Infringement• Trademark Infringement• Defamation• Advertising Fees
  • 27. Digital Millennium Copyright Act • Limits copyright infringement liability for hosting third party content – No actual knowledge – No financial benefit from infringing activity – Remove content on notice – Designate agent for notices
  • 28. FTC / Endorsements • FTC actively monitoring advertising in social media – Endorsements – Disclosure – Sellers & Third Parties Liable – Sellers may be liable for what endorsers do – Sellers must inform endorsers of rules
  • 29. • Federal Trade Commission guidelines subject companies to liability for false or unsubstantiated statements made through endorsement, or for failing to disclose material connections between themselves and endorsers• Be sure franchisees identify themselves as such
  • 30. The Communications Decency Act • Limited Immunity • Site operators not liable as publisher of third party content • Be Careful: If edit or modify then can lose immunity
  • 31. Franchise Sales • If social media is used to offer and sell franchises, then must follow internet advertising rules –Include disclaimer –List on FDD –Don’t direct
  • 32. Financial Performance Representations • Not if FPR is directed to general public • But if directed to prospects, then risk of FPR • Follow media claim rules with disclaimer – FDD – % exceeded claim • Policy to not post financial information
  • 33. Social Media Policies • List prohibited social media conduct • Identify appropriate identification practices • Reinforce confidentiality policies • Inform that you will monitor
  • 34. Social Media Policies • No financial information • Handling disparagements • Proper use of Marks • Specify links to Franchisor sites • Common naming convention and handles • Similar photos – like storefronts
  • 35. User-Generated Content – Describe content restrictions • No false or deceptive claims • No defamation / privacy – Takedown rights / Don’t Edit / Remove – Disclaimers of responsibility – Territorial Restrictions
  • 36. Whose Account Is It Anyway? • Phonedog Media v. Kravitz • Twitter Account: Phonedog - Noah
  • 37. Whose LinkedIn Contacts Are They? • Eagle v. Morgan • Employee may be liable for misappropriation
  • 38. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  • 39. TECHNOLOGIES • Here are a few tools: • http://muckrack.com/about • http://mashable.com/2011/09/30/twitter-history-infographic/ • http://tweetpsych.com • http://mashable.com/guidebook/twitter/ • http://addictomatic.com • http://socialmention.com • http://tweetchat.com • http://tweepsearch.com • http://tweetburner.com/ • http://tweetbeep.com/ • http://twellow.com #TFIFA2012
  • 40. TWEETED QUESTIONS #TFIFA2012
  • 41. FINAL EXERCISE #TFIFA2012
  • 42. WRAP-UP #TFIFA2012
  • 43. CONTACT USDeb Evans Chad Cohen David Beyer Todd Leiser@DebCE @chad_cohen @ @valpaktoddwww.computerexplorers www.fish- www.quarles.com www.valpak.com consulting.com800-531-5053 954-893-9150 813-387-0264 727-399-3091devans@iced.net ccohen@fish- david.beyer@quarles.com todd_leiser@valpak.com consulting.com #TFIFA2012