JAN Kelley Marketing - Social Media for Franchise Networks

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We all understand the value a strong social media program provides in driving sales results, establishing loyal customer relationships and building strong brands. The challenge is how to effectively and efficiently deliver these social media programs through a franchise network. The most powerful social media is authentic, transparent and delivered locally – this can be difficult to do across a large, independent network. This session will deliver practical tips and ideas on how-to deliver an integrated, well-branded social media program with both franchisor and franchisee content.

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JAN Kelley Marketing - Social Media for Franchise Networks

  1. 1. Delivering an IntegratedSocial Media Program ThroughYour Franchise Network
  2. 2. Session ObjectivesGain insight into options for managingsocial media within your organizationLearn practical tips and ideas on how-todeliver an integrated, well-branded socialmedia program with both franchisor andfranchisee content12
  3. 3. Session AgendaIntroductionThe Social Media Dilemma5 Key StepsCase StudyClosing ThoughtsQ&A
  4. 4. IntroductionWho we are & what we do
  5. 5. Specialists inNetworkMarketingWE ARE
  6. 6. Marketing in a dealer / franchisenetwork is uniqueDIRECT TO CUSTOMERCORPORATION NETWORK DEALER
  7. 7. FROM:InterruptionEfficiencyMedia as ChannelsConsumers as AudienceOne-to-ManyPersuasionControlled CommunicationsTO:EngagementEffectivenessEverything as ChannelsConsumers as MediaOne-to-OneUtilityOpen Communications
  8. 8. The Social Media Dilemma“SH!T HAPPENS”
  9. 9. The DilemmaCorporate: Content overlapping with FranchiseesInconsistencies emergingCORPORATEFRANCHISE APosts infrequentlyor stoppedStruggleswith contentPosts regularlyAll local contentFRANCHISE B
  10. 10. The Inevitable ResultscomplianceissuesineffectivecrisisresponsecustomerserviceconcernsInadequatecomplaintsharingnocontentcontrolinconsistentbrandexperience
  11. 11. How can you manageall the chaos and delivereffective social mediaprograms through afranchise network?THEBURNINGQUESTION
  12. 12. Leverage opencommunication andongoing engagement tobuild lasting customerrelationshipsTHE SOCIALMEDIAOPPORTUNITY
  13. 13. 5 Critical Steps1. Determine desired social media model2. Outline social media management structure3. Incorporate well-defined social mediaroles and responsibilities in franchiseagreement4. Develop content strategy andoutreach plan5. Select and implement a deploymentand monitoring toolBuild trustthrough opencommunication
  14. 14. Desired Social MediaPresenceDecide ‘what’ you want to achievebefore jumping into ‘how’
  15. 15. CORPORATIONSTEP 1: Determine desired social media presenceCorporate Only ModelCUSTOMER
  16. 16. STEP 1: Determine desired social media presenceLocal Only ModelNETWORK CUSTOMER
  17. 17. STEP 1: Determine desired social media presenceShared Corporate/LocalCORPORATION NETWORK CUSTOMER
  18. 18. STEP 1: Determine desired social media presenceConsiderations:• Emphasis on corporate vs local programming• # of franchise locations in each local geography• Capacity and capability of franchise staff
  19. 19. Social Media ManagementDefine how you will workwith your franchisees
  20. 20. It’s a matter ofcontrol...Tight ControlContinuum Open
  21. 21. STEP 2: Outline Management StructureConsiderations:• Capacity and capability of franchisee andcorporate staff• Frequency of involvement• Response time commitment
  22. 22. Community ManagementCentralized: Corporate head office hasfull controlDispersed: Dealers/franchisees manageall communicationsCollaborative: Both the corporation andnetwork manage together213
  23. 23. Clear Roles andResponsibilitiesIncorporate in franchise agreement
  24. 24. STEP 3: Clear Roles & ResponsibilitiesConsiderations:• Scope• Ownership• User name format• Compliance
  25. 25. Content Strategy andOutreach PlanBringing the CommunicationsStrategy to life
  26. 26. Knowingwhat to say!BIGGESTISSUE FORFRANCHISEES
  27. 27. Content is King
  28. 28. Photos (with permission), Video, Whitepapers / Brochures,Newsletters, PR & News Releases, Industry News, Blogs, Testimonials /Reviews, Events / Fundraisers, Milestones...and a whole lot more!
  29. 29. Develop a content strategyConsiderations:• What brand attributes are unique/valuableto customers?• Role of corporate vs. local content?• How does the brand address customer needs?
  30. 30. Develop a content strategyConsiderations (continued):• How involved is the purchase decision?• What community or cultural aspects are alignedwith the brand?• Identify key customer questions and responsesto enable quick response times
  31. 31. Develop an outreach programConsiderations:• Consider the value and benefits of different channels(e.g. Facebook engages brand advocates, Twitter is a platform for news, thought leadership,etc)• Map annual activities at a corporate and local level• Align company events with key customer events(corporate and local)• Develop rolling editorial calendar withpre-populated posts across platforms
  32. 32. Enable Sharing• Content repository• Internal communications• Advisory committees
  33. 33. Deployment ToolsSeamlessly engage customers withcorporate and local content
  34. 34. So many tools!
  35. 35. How Zift solutions helpswith social mediaZift allows Corporate to provide seed contentfor Franchisees– Provides library of posts that dynamically adjust for franchisee– Preschedule suggested posts to support best practice frequency– Tags posts into categories so franchisees can filter to relevant content– Consolidates publication so posts automatically go out on multipleplatforms– Allows franchisees to schedule their own supplemental posts
  36. 36. How Zift solutions helpswith social mediaZift automatically extends current analyticswith social interactions– Visits to websites linked to social links followed– Lead activity records automatically extended with social activity– Social activity can be linked to the franchisee CRMNote: JAN Kelley Marketing is the Canadian Zift Solutions agency partner.For more information, contact cbroten@jankelley.com
  37. 37. Corporationinputs contentFranchiseesreview, edit, discardor approveFranchisee’s social mediasites update with postsCorporation publishes content directly to franchisee socialmedia sites where franchisees have agreedCustomers read postedcontent and interactwith franchiseesHow Syndicated Social Mediacomes together
  38. 38. It is easy for the franchisee– Well branded, high quality content is automatically published tosocial accountsThe franchisee stays in control– Posts pre-screened by selecting filters– Individual posts can be reviewed and removed– Supplemental post can be addedThe franchisee can see results– Social interactions are automatically included in analytics– Social interactions are tied to lead records
  39. 39. Case StudyCampaign support - Building trust
  40. 40. Social Media goal:Create long term engagementCampaigns are “one-offs”
  41. 41. Four criticalvariables for campaignsuccessTimingGoalsandObjectivesContentResponseRequirementsBUT campaigns are still an important part of youroverall communications strategy
  42. 42. Campaign support – Building Trust• National restaurant franchise• Launched a Facebook campaign to drive awarenessof new menu items• Over a five week period• Posts made by head office directly to franchiseeFacebook pages through Hootsuite
  43. 43. Campaign support – Building TrustGoals and Objectives set clearobjectives and measureable goals,publish to the network prior to launchTiming provide details on the lengthof the overall campaign, frequency ofposts, and timing of individual posts.
  44. 44. Campaign support – Building TrustContent provide an outline of contentResponse requirements outlinewho/how/when customer commentswill be addressed
  45. 45. Include franchiseesearly in the campaigndevelopment stageBOTTOM LINE
  46. 46. RESULTS INIncreasedloyaltybuy-inIncreasedTrustHigherOpportunityfor Success
  47. 47. Closing ThoughtsLet’s recap
  48. 48. 5 Critical Steps1. Determine desired social media model2. Outline social media management structure3. Incorporate well-defined social mediaroles and responsibilities in franchiseagreement4. Develop content strategy andoutreach plan5. Select and implement a deploymentand monitoring toolBuild trustthrough opencommunication
  49. 49. Q&AAny questions?
  50. 50. CONTACT INFO:CHANTEL BROTEN VP Chief Strategy Officercbroten@jankelley.com @Chantel_BrotenMARY FEARON Communications Directormfearon@jankelley.com @MaryFearonKIM MCWATT Director, Social Mediakmcwatt@jankelley.com @KimMcWattFollow us@JAN_KelleyNote: JAN Kelley Marketing is the Canadian Zift Solutions agency partner.For more information, contact cbroten@jankelley.com

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