Franchising & social media

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Presentation for the Franchise Council of Australia Conference in Adelaide June 210

Presentation for the Franchise Council of Australia Conference in Adelaide June 210

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  • Average social network age distribution

Transcript

  • 1. Leading the Way?? Or are you even in the game?? Rick Carter Chief Reality Officer
  • 2. Community Credibility Trust
  • 3. Community Credibility Trust Stories SOCIAL MEDIA
  • 4. Customer Relations + STRATEGIC SOCIAL MEDIA is
  • 5. Customer Relations + Crisis Management + STRATEGIC
  • 6. Customer Relations + Crisis Management + Reputation Management + STRATEGIC
  • 7. Customer Relations + Crisis Management + Reputation Management + Event Coverage + STRATEGIC
  • 8. Customer Relations + Crisis Management + Reputation Management + Event Coverage + Issue Advocacy STRATEGIC
  • 9. Customer Relations + Crisis Management + Reputation Management + Event Coverage + Issue Advocacy STRATEGIC LISTEN
  • 10. Customer Relations + Crisis Management + Reputation Management + Event Coverage + Issue Advocacy STRATEGIC LISTEN BE HEARD
  • 11. Customer Relations + Crisis Management + Reputation Management + Event Coverage + Issue Advocacy STRATEGIC LISTEN BE HEARD ENGAGE
  • 12. What about me….. BUSINESS Programmer Analyst IT Sales/Marketing Sports Management PR/MarComm Social Media Author/Evangelist BE HEARD ENGAGE
  • 13. What about me….. BUSINESS Programmer Analyst IT Sales/Marketing Sports Management PR/MarComm Social Media Author/Evangelist Chrysler/Mitsubishi Neller Software Dun&Bradstreet Software McCormack &Dodge Hi Sports eNova Communications eNovaDIGITAL
  • 14. “ Technology is shifting Power away from the editors, the publishers, the establishment the media elite. Now it’s the People who are in Control .” Rupert Murdoch
  • 15.  
  • 16. 2009 9 Million Use the Net 73% use FaceBook Average of 8 hours p.m.
  • 17. 2010 9 Million Use FaceBook Up 3 Million since May 2009.
  • 18. It takes time to build rerealtionships and Thought Leadership
  • 19. ‘ I’ve got a small team of people that do nothing but monitor … Facebook and Twitter,” John Slack-Smith (COO) told the CeBIT 2010 conference in Sydney yesterday SMH reports. Jetstar has announced it will direct 40% of its marketing budget to social media. “ We’ve conducted some very successful marketing and PR campaigns via social media in the past 18 months, including YouTube and Twitter, and the response has been phenomenal,” David May, head of marketing. It’s a big part of what we do. I mean I happen to be one of the top 10 C level twitterers in the world so you could probably imagine I’m twittering all the time. Jeffery Hayzlett CMO “ If your customers are there you need to be there too” he also went on to say “You need to listen.. see how they behave and act similiarly” Scott Monty. Head of Social Media
  • 20. 5) McDonald’s “ This summer [2009], McDonald’s (MCD) fan numbers spiked. That’s probably because the fast food chain folded unofficial McDonald’s fan pages into the official page—something Facebook will help companies to do—says InsideFacebook’s Justin Smith.” Fans as of 11/15/09: 1,447,163 4/27/10: 2,174,060 4) Papa John’s “ A year ago, Papa John's (PZZA) gained 200,000 Facebook fans by offering a free medium pizza deal to anyone who signed up to the pizza chain's page. The promotion was so successful that Papa John's is repeating it this month.” Fans as of 11/15/09: 730,951 4/27/10: 1,151,785 The TOP 5
  • 21. 3) Krispy Kreme “ The Krispy Kreme Doughnuts (KKD) page demonstrates that asking questions is an easy way to engage fans.” Fans as of 11/15/09: 1,158,693 4/27/10: 1,486,413 2) Dunkin' Donuts “ While most fan pages use corporate logos as their profile pictures, the doughnut and coffee retailer uses the space to honor the winner of its ‘Fan of the Week’ contest.” Fans as of 11/15/09: 953,544 4/27/10: 1,270,209 1) Chick-fil-A “ Chick-fil-A was the first restaurant page with 1 million fans on Facebook, reaching this milestone in August [2009].” Fans as of 11/15/09: 1,221,064 4/27/10: 1,495,819 The TOP 5
  • 22. Uses Twitter to interact with fans in two ways: Sending out product and promo news and listening to The buzz about its brand Tested Twitter to promote its Monopoly game And got more consumer impressions through tweeting than traditional media @HRBlock launched in November 2007 as a customer care and Q&A tool more then a marketing vehicle
  • 23. Social medio Social Media platforms are quickly becoming an important part of Franchise companies’ marketing strategies” Alisa Harrison VP, Comms and Marketing
  • 24. Learning Hard & FAST 1 Focus on the conversations that matter As a local franchisee, the brand-related conversations that really matter to Ramon are taking place near his six Chicago-area locations. He uses tools like Monitter to search Twitter conversations within a specific geographical radius. While the overall brand image of Domino's is important to Ramon, he can make the biggest impact for his business by focusing on the local discussions. 2 Put out social media fires with social media water An advantage to being active in social media is that you can quickly turn around negative buzz about your company. When a customer tweeted to vent about Domino's, Ramon quickly responded with a video apology that the customer saw and shared with the online community. The video has since been embedded some 87,000 times. 3 Always be prepared to share Ramon is always ready to post and share everything and anything. When an order was made for 600 large pizzas, Ramon hired a live blogger to document how Domino's went about placing the order and shared it with his customers. Always be on the lookout for things to share, because you never know when you're going to have a chance to capture something great.
  • 25. Poses trivia questions Awards prizes Franchisees send mobile coupons In text message format To be redeemed at specific locations For discounts
  • 26.  
  • 27.  
  • 28.  
  • 29. IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO. http://www.wikipedia.org SOCIAL MEDIA
  • 30.  
  • 31. REMEMBER Plenty of businesses are trying to sell using Social Networks BUT Nobody ever joins to buy
  • 32.  
  • 33. O P P O R T U N I T Y
  • 34. O P P O R T U N I T Y Word of Mouth Is World of Mouth
  • 35. O P P O R T U N I T Y The Internet Is Not Just Worldwide Its HyperLocal
  • 36. O P P O R T U N I T Y The Internet Is Mobile
  • 37. O P P O R T U N I T Y The Internet Is Re-Inventing Business
  • 38. O P P O R T U N I T Y
  • 39. “ Our marketing bill is way under budget and our turnover has increased across all departments. We no longer feel the urgent need to spend thousands on radio campaigns, flood the city with posters or give in to the constant phone calls offering advertising space.” “ I am lucky to have a General Manager and the owner of the Highway who although are not at all Twitter savvy, trust me when I tell them social media is a great marketing tool for us. They let me sit at my desk and (among other things) tweet, Facebook, foursquare and blog away hoping to see it reflected in our monthly figures.” The problem was, like so many venues, we’d left our social media strategy to our IT guy who wasn’t really interested. We certainly didn’t realise the potential impact social media could have on our business.
  • 40. Sorry, but it’s gotta go! Management thinks you might use it to access FaceBook
  • 41. PEOPLE ARE TALKING ABOUT YOUR BRAND. RIGHT NOW. You are in Social Media ……..But …. Do You don’t have a PLAN or at least a POLICY ? Are You at least LISTENING ?
  • 42. POLICY YOU NEED
  • 43. POLICY OUTCOMES YOU NEED
  • 44. POLICY PLAN OUTCOMES YOU NEED
  • 45. POLICY PLAN STRATEGY OUTCOMES YOU NEED
  • 46. POLICY PLAN STRATEGY ROADMAP OUTCOMES YOU NEED
  • 47. YOU MUST NOT
  • 48.  
  • 49. YOU SHOULD USE STORY BUILDING
  • 50. “ Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis “The Social Media Manifesto” Brian Solis
  • 51. LinkedIn is an interconnected network of 68 million experienced professionals from around the world, representing 150 industries and 200 countries. You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals.
  • 52.  
  • 53.  
  • 54. The word blog is irrelevant . What is important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform, where they share what they care about with the world. Seth Godin, Marketing Guru
  • 55. DIALOGUE
  • 56. IT IS OLD FASHIONED BUSINESS REALLY
  • 57. HAVE CONVERSATIONS WITH THEM LISTEN TO YOUR CLIENTS YOU CAN’T HIDE BUILD COMMUNITIES
  • 58. Not just a WebSite but a Web Presence
  • 59. Get Started by….
  • 60. PARTICIPATE CONVERSATIONS in
  • 61. ENABLE INSPIRE INFLUENCE and……….
  • 62. Engage with YOUR Community
  • 63. Any blog that spins the truth will be found out. In a world of social media honesty is the only policy. OPEN HONEST AUTHENTIC DIALOGUE WARNING
  • 64. SAY WHAT YOU BE But…… BE WHAT YOU SAY Let others tell your story for you
  • 65. Our Mantra We don’t talk about how good we/our clients are … We talk about the good things we/our clients do for People
  • 66. A Social Media Campaign delivers.. Awareness/Interest/Credibility + Consideration + Trial + Loyalty + Advocacy
  • 67. And another thing is…. Google Apps vs Microsoft Office Apple iPhone vs Google Android The $100 PC vs New PCs Consultant vs Trusted Advisor And don’t forget the iPad
  • 68. Leading the Way