Social Media and Franchising

Social Media & Franchising Jon Carlston Director of Franchisor Development Process Peak LLC Special thanks to Paul Segreto for his insight and some graphics. @PaulSegreto

Definition
Social: Human interaction
Media: Technology
Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other

History
The “new” way to market your business and connect with customers

Online Communities
Build Your Page
Meet People

Build Your Own Community
Bringing customers to you
8 million registered users and 9,000 visitors a day. (ComScore 2006).

What is it today?
Blog
Facebook
Twitter
YouTube
LinkedIn

What is it today?

Why Social Media?
We don’t meet socially as much as we used to
Social Media provides that opportunity in a way that suits our busy lives
Changes how we discover & share news, info and content
Daily networking event
Candidates talk through Social Media to Franchisors, Franchisees and Customers. They are and will continue to do so.

Why Social Media?
Sixty percent of Americans use social media
93% of social media users expect you to have presence
85% expect interaction

Why Social Media?
Customers don’t rely on media and advertising for purchasing decisions.
Rely on peer reviews

Why Social Media?
Creates brand awareness with franchise candidates and consumers alike
Generates franchise leads that are genuinely interested in exploring what franchising and small business ownership has to offer, and how a particular concept may be the vehicle to achieve their goals and objectives
Establishes an interactive environment of communications and information sharing at all levels of franchise organization
Social Media Benefits within a Franchise Organization

Why Not?
Resistance to new technology
Fear of losing control
Guess what… they’re talking about you whether you like it or not
You have a chance to participate in the conversation
This gives you control and the ability to influence

Social Media e-IDEA How to “Effectively” Utilize Social Media in your Franchise Organization Thanks to @PaulSegreto for his e-IDEA explanation!

What is Social Media e-IDEA? E xploring I dentifying D eveloping E xecuting A nalyzing

Exploring
Social Networking

Exploring
Don’t forget….

Exploring

Identifying our target Today’s Franchise Candidate is…
More educated
More technologically advanced
More sophisticated
More anxious
More diligent
More cautious

Identify Ideal Franchisee Profile
Corporate HR Professionals
Recruiters / Headhunters
Transitioning Executives
Female Entrepreneurs
Current Franchisees (other segments)
Recent College Graduates

Identify Know Where Your Target Is?

Find & Listen to Your Audience
Google Alerts & RSS Feeds
Twitter Search, Mr Tweet, Twollow, ExecTweet, TweetDeck, TweetBeep
BackType
Board Reader
Trendrr
Social Mention
Delicious
Facebook Fan Sites and Groups

More about RSS
RSS Feed
Google Reader

Identify

Identify and Develop
Each LinkedIn group has a discussion feature
Start out responding & answering questions
Earn the right to post questions / discussions
Be proactive in LinkedIn Q & A forum

Join Facebook fan pages & groups
Frequently post items of interest & links
Routinely post information about your concept
Utilize photos, videos & blogs

Research followers’ profile and follow significant individuals
Search and follow individuals and companies within ideal franchise profile
Post general items of interest and importance to your concept and franchise customers
Post links that “touch” your franchise concept
Post links to your concept’s website and blogs
Post links to press releases, events and appearances

Developing The Ten Commandments of Social Media

Developing
Commandment 1. Thou Shalt Blog (like crazy)
Commandment 2. Thou Shalt Create Profiles (everywhere)
Commandment 3. Thou Shalt Upload Photos (lots of them)
Commandment 4. Thou Shalt Upload Videos (all you can find)
Commandment 5. Thou Shalt Podcast (often)
Commandment 6. Thou Shalt Set Alerts (immediately)
Commandment 7. Thou Shalt Comment (on a multitude of blogs)
Commandment 8. Thou Shalt Get Connected (with everyone)
Commandment 9. Thou Shalt Explore Social Media (30 minutes per day)
Commandment 10. Thou Shalt Be Creative (go forth and create creatively)

Execute

Facebook
Group
Fan site

LinkedIn
Discussions
News

Twitter
Who does it?
How often?
Listen first! Twitter Search TweetDeck Filter
Share, don’t just market
Don’t Cheat Build relationships
Auto-replies / DMs

Blogs
Publish your own content – Corporate and Franchisees
Allow users to generate content (comments)

Collaborate with Bloggers

YouTube

Ning and others
Franchise communities

Analyze
Are we currently part of conversations about our product/industry?
How are we currently talked about versus our competitors?
Build better relationships with our key audiences?
Participate in conversations where we hadn’t previously had a voice?
Move from a running monologue to a meaningful dialogue with customers?

Analyze
Google Analytics and Feedburner analyze your company’s blog traffic, subscriber count, keyword optimization and additional trends.
How many people joined your social network, become a connection or fan?
How much activity there is on your blog
Leads generated through links in your social media efforts.

Summary
Explore and Identify
Establish your presence and connect
Execute
Analyze

IFA Social Media Taskforce
Exciting times for the IFA
Jumping in with both feet
IFA Convention

Google Wave

Process Peak

Thank You
Jon Carlston
Process Peak LLC
[email_address]
760-212-5799
Twitter: @joncarlston
Facebook: facebook.com/FranchiseSales
LinkedIn: linkedin.com/in/joncarlston

Social Media and Franchising

by Jon Carlston on Oct 06, 2009

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