• Save
Social Media for Franchise Networks
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Social Media for Franchise Networks

on

  • 211 views

Presentation made to the Canadian Franchise Association by Kim McWatt, Chantel Broten, and Mary Fearon.

Presentation made to the Canadian Franchise Association by Kim McWatt, Chantel Broten, and Mary Fearon.

Statistics

Views

Total Views
211
Views on SlideShare
211
Embed Views
0

Actions

Likes
2
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Social Media for Franchise Networks Presentation Transcript

  • 1. Delivering an IntegratedSocial Media Program ThroughYour Franchise Network
  • 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. Session AgendaIntroductionThe Social Media Dilemma5 Key StepsCase StudyClosing ThoughtsQ&A
  • 4. IntroductionWho we are & what we do
  • 5. Specialists inNetworkMarketingWE ARE
  • 6. Marketing in a dealer / franchisenetwork is uniqueDIRECT TO CUSTOMERCORPORATION NETWORK DEALER
  • 7. FROM:InterruptionEfficiencyMedia as ChannelsConsumers as AudienceOne-to-ManyPersuasionControlled CommunicationsTO:EngagementEffectivenessEverything as ChannelsConsumers as MediaOne-to-OneUtilityOpen Communications
  • 8. The Social Media Dilemma“SH!T HAPPENS”
  • 9. The DilemmaCorporate: Content overlapping with FranchiseesInconsistencies emergingCORPORATEFRANCHISE APosts infrequentlyor stoppedStruggleswith contentPosts regularlyAll local contentFRANCHISE B
  • 10. The Inevitable ResultscomplianceissuesineffectivecrisisresponsecustomerserviceconcernsInadequatecomplaintsharingnocontentcontrolinconsistentbrandexperience
  • 11. How can you manageall the chaos and delivereffective social mediaprograms through afranchise network?THEBURNINGQUESTION
  • 12. Leverage opencommunication andongoing engagement tobuild lasting customerrelationshipsTHE SOCIALMEDIAOPPORTUNITY
  • 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. Desired Social MediaPresenceDecide ‘what’ you want to achievebefore jumping into ‘how’
  • 15. CORPORATIONSTEP 1: Determine desired social media presenceCorporate Only ModelCUSTOMER
  • 16. STEP 1: Determine desired social media presenceLocal Only ModelNETWORK CUSTOMER
  • 17. STEP 1: Determine desired social media presenceShared Corporate/LocalCORPORATION NETWORK CUSTOMER
  • 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. Social Media ManagementDefine how you will workwith your franchisees
  • 20. It’s a matter ofcontrol...Tight ControlContinuum Open
  • 21. STEP 2: Outline Management StructureConsiderations:• Capacity and capability of franchisee andcorporate staff• Frequency of involvement• Response time commitment
  • 22. Community ManagementCentralized: Corporate head office hasfull controlDispersed: Dealers/franchisees manageall communicationsCollaborative: Both the corporation andnetwork manage together213
  • 23. Clear Roles andResponsibilitiesIncorporate in franchise agreement
  • 24. STEP 3: Clear Roles & ResponsibilitiesConsiderations:• Scope• Ownership• User name format• Compliance
  • 25. Content Strategy andOutreach PlanBringing the CommunicationsStrategy to life
  • 26. Knowingwhat to say!BIGGESTISSUE FORFRANCHISEES
  • 27. Content is King
  • 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. 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. 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. 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. Enable Sharing• Content repository• Internal communications• Advisory committees
  • 33. Deployment ToolsSeamlessly engage customers withcorporate and local content
  • 34. So many tools!
  • 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. 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. 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. 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. Case StudyCampaign support - Building trust
  • 40. Social Media goal:Create long term engagementCampaigns are “one-offs”
  • 41. Four criticalvariables for campaignsuccessTimingGoalsandObjectivesContentResponseRequirementsBUT campaigns are still an important part of youroverall communications strategy
  • 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. 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. Campaign support – Building TrustContent provide an outline of contentResponse requirements outlinewho/how/when customer commentswill be addressed
  • 45. Include franchiseesearly in the campaigndevelopment stageBOTTOM LINE
  • 46. RESULTS INIncreasedloyaltybuy-inIncreasedTrustHigherOpportunityfor Success
  • 47. Closing ThoughtsLet’s recap
  • 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. Q&AAny questions?
  • 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