Social Media and Franchising


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I gave this presentation to the Los Angeles Franchise Business Network and the SoCal Women\'s Franchise Network. Feel free to contact me with questions.

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  • Just a sampling…
  • Social Media and Franchising

    1. 1. Social Media & Franchising Jon Carlston Director of Franchisor Development Process Peak LLC Special thanks to Paul Segreto for his insight and some graphics. @PaulSegreto
    2. 2. Definition <ul><li>Social: Human interaction </li></ul><ul><li>Media: Technology </li></ul><ul><li>Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other </li></ul>
    3. 3. History <ul><li>The “new” way to market your business and connect with customers </li></ul>
    4. 4. Online Communities <ul><li>Build Your Page </li></ul><ul><li>Meet People </li></ul>
    5. 5. Build Your Own Community <ul><li>Bringing customers to you </li></ul>8 million registered users and 9,000 visitors a day. (ComScore 2006).
    6. 6. What is it today? <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>
    7. 7. What is it today?
    8. 8. Why Social Media? <ul><li>We don’t meet socially as much as we used to </li></ul><ul><li>Social Media provides that opportunity in a way that suits our busy lives </li></ul><ul><li>Changes how we discover & share news, info and content </li></ul><ul><li>Daily networking event </li></ul><ul><li>Candidates talk through Social Media to Franchisors, Franchisees and Customers. They are and will continue to do so. </li></ul>
    9. 9. Why Social Media? <ul><li>Sixty percent of Americans use social media </li></ul><ul><li>93% of social media users expect you to have presence </li></ul><ul><li>85% expect interaction </li></ul>
    10. 10. Why Social Media? <ul><li>Customers don’t rely on media and advertising for purchasing decisions. </li></ul><ul><li>Rely on peer reviews </li></ul>
    11. 11. Why Social Media? <ul><li>Creates brand awareness with franchise candidates and consumers alike </li></ul><ul><li>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 </li></ul><ul><li>Establishes an interactive environment of communications and information sharing at all levels of franchise organization </li></ul>Social Media Benefits within a Franchise Organization
    12. 12. Why Not? <ul><li>Resistance to new technology </li></ul><ul><li>Fear of losing control </li></ul><ul><li>Guess what… they’re talking about you whether you like it or not </li></ul><ul><li>You have a chance to participate in the conversation </li></ul><ul><li>This gives you control and the ability to influence </li></ul>
    13. 13. Social Media e-IDEA How to “Effectively” Utilize Social Media in your Franchise Organization Thanks to @PaulSegreto for his e-IDEA explanation!
    14. 14. What is Social Media e-IDEA? E xploring I dentifying D eveloping E xecuting A nalyzing
    15. 15. Exploring <ul><li>Social Networking </li></ul>
    16. 16. Exploring <ul><li>Don’t forget…. </li></ul>
    17. 17. Exploring
    18. 18. Identifying our target Today’s Franchise Candidate is… <ul><li>More educated </li></ul><ul><li>More technologically advanced </li></ul><ul><li>More sophisticated </li></ul><ul><li>More anxious </li></ul><ul><li>More diligent </li></ul><ul><li>More cautious </li></ul>
    19. 19. Identify Ideal Franchisee Profile <ul><li>Corporate HR Professionals </li></ul><ul><li>Recruiters / Headhunters </li></ul><ul><li>Transitioning Executives </li></ul><ul><li>Female Entrepreneurs </li></ul><ul><li>Current Franchisees (other segments) </li></ul><ul><li>Recent College Graduates </li></ul>
    20. 20. Identify Know Where Your Target Is?
    21. 21. Find & Listen to Your Audience <ul><li>Google Alerts & RSS Feeds </li></ul><ul><li>Twitter Search, Mr Tweet, Twollow, ExecTweet, TweetDeck, TweetBeep </li></ul><ul><li>BackType </li></ul><ul><li>Board Reader </li></ul><ul><li>Trendrr </li></ul><ul><li>Social Mention </li></ul><ul><li>Delicious </li></ul><ul><li>Facebook Fan Sites and Groups </li></ul>
    22. 22. More about RSS <ul><li>RSS Feed </li></ul>Google Reader
    23. 23. Identify
    24. 24. Identify and Develop       <ul><li>Each LinkedIn group has a discussion feature </li></ul><ul><li>Start out responding & answering questions </li></ul><ul><li>Earn the right to post questions / discussions </li></ul><ul><li>Be proactive in LinkedIn Q & A forum </li></ul>
    25. 25. Identify and Develop <ul><li>Join Facebook fan pages & groups </li></ul><ul><li>Frequently post items of interest & links </li></ul><ul><li>Routinely post information about your concept </li></ul><ul><li>Utilize photos, videos & blogs </li></ul>
    26. 26. Identify and Develop <ul><li>Research followers’ profile and follow significant individuals </li></ul><ul><li>Search and follow individuals and companies within ideal franchise profile </li></ul><ul><li>Post general items of interest and importance to your concept and franchise customers </li></ul><ul><li>Post links that “touch” your franchise concept </li></ul><ul><li>Post links to your concept’s website and blogs </li></ul><ul><li>Post links to press releases, events and appearances </li></ul>
    27. 27. Developing The Ten Commandments of Social Media
    28. 28. Developing <ul><li>Commandment 1. Thou Shalt Blog (like crazy) </li></ul><ul><li>Commandment 2. Thou Shalt Create Profiles (everywhere) </li></ul><ul><li>Commandment 3. Thou Shalt Upload Photos (lots of them) </li></ul><ul><li>Commandment 4. Thou Shalt Upload Videos (all you can find) </li></ul><ul><li>Commandment 5. Thou Shalt Podcast (often) </li></ul><ul><li>Commandment 6. Thou Shalt Set Alerts (immediately) </li></ul><ul><li>Commandment 7. Thou Shalt Comment (on a multitude of blogs) </li></ul><ul><li>Commandment 8. Thou Shalt Get Connected (with everyone) </li></ul><ul><li>Commandment 9. Thou Shalt Explore Social Media (30 minutes per day) </li></ul><ul><li>Commandment 10. Thou Shalt Be Creative (go forth and create creatively) </li></ul>
    29. 29. Execute
    30. 30. Execute
    31. 31. Facebook <ul><li>Group </li></ul><ul><li>Fan site </li></ul>
    32. 32. LinkedIn <ul><li>Discussions </li></ul><ul><li>News </li></ul>
    33. 33. Twitter <ul><li>Who does it? </li></ul><ul><li>How often? </li></ul><ul><li>Listen first! Twitter Search TweetDeck Filter </li></ul><ul><li>Share, don’t just market </li></ul><ul><li>Don’t Cheat Build relationships </li></ul><ul><li>Auto-replies / DMs </li></ul>
    34. 34. Blogs <ul><li>Publish your own content – Corporate and Franchisees </li></ul><ul><li>Allow users to generate content (comments) </li></ul>
    35. 35. Collaborate with Bloggers
    36. 36. YouTube
    37. 37. Ning and others <ul><li>Franchise communities </li></ul>
    38. 38. Analyze <ul><li>Are we currently part of conversations about our product/industry? </li></ul><ul><li>How are we currently talked about versus our competitors? </li></ul><ul><li>Build better relationships with our key audiences? </li></ul><ul><li>Participate in conversations where we hadn’t previously had a voice? </li></ul><ul><li>Move from a running monologue to a meaningful dialogue with customers? </li></ul>
    39. 39. Analyze <ul><li>Google Analytics and Feedburner analyze your company’s blog traffic, subscriber count, keyword optimization and additional trends. </li></ul><ul><li>How many people joined your social network, become a connection or fan? </li></ul><ul><li>How much activity there is on your blog </li></ul><ul><li>Leads generated through links in your social media efforts. </li></ul>
    40. 40. Summary <ul><li>Explore and Identify </li></ul><ul><li>Establish your presence and connect </li></ul><ul><li>Execute </li></ul><ul><li>Analyze </li></ul>
    41. 41. IFA Social Media Taskforce <ul><li>Exciting times for the IFA </li></ul><ul><li>Jumping in with both feet </li></ul><ul><li>IFA Convention </li></ul>
    42. 42. Google Wave
    43. 43. Process Peak
    44. 44. Thank You <ul><li>Jon Carlston </li></ul><ul><li>Process Peak LLC </li></ul><ul><li>[email_address] </li></ul><ul><li>760-212-5799 </li></ul><ul><li>Twitter: @joncarlston </li></ul><ul><li>Facebook: </li></ul><ul><li>LinkedIn: </li></ul>