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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.

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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    • 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. Definition
      • Social: Human interaction
      • Media: Technology
      • Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other
    • 3. History
      • The “new” way to market your business and connect with customers
    • 4. Online Communities
      • Build Your Page
      • Meet People
    • 5. Build Your Own Community
      • Bringing customers to you
      8 million registered users and 9,000 visitors a day. (ComScore 2006).
    • 6. What is it today?
      • Blog
      • Facebook
      • Twitter
      • YouTube
      • LinkedIn
    • 7. What is it today?
    • 8. 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.
    • 9. Why Social Media?
      • Sixty percent of Americans use social media
      • 93% of social media users expect you to have presence
      • 85% expect interaction
    • 10. Why Social Media?
      • Customers don’t rely on media and advertising for purchasing decisions.
      • Rely on peer reviews
    • 11. 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
    • 12. 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
    • 13. Social Media e-IDEA How to “Effectively” Utilize Social Media in your Franchise Organization Thanks to @PaulSegreto for his e-IDEA explanation!
    • 14. What is Social Media e-IDEA? E xploring I dentifying D eveloping E xecuting A nalyzing
    • 15. Exploring
      • Social Networking
    • 16. Exploring
      • Don’t forget….
    • 17. Exploring
    • 18. Identifying our target Today’s Franchise Candidate is…
      • More educated
      • More technologically advanced
      • More sophisticated
      • More anxious
      • More diligent
      • More cautious
    • 19. Identify Ideal Franchisee Profile
      • Corporate HR Professionals
      • Recruiters / Headhunters
      • Transitioning Executives
      • Female Entrepreneurs
      • Current Franchisees (other segments)
      • Recent College Graduates
    • 20. Identify Know Where Your Target Is?
    • 21. 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
    • 22. More about RSS
      • RSS Feed
      Google Reader
    • 23. Identify
    • 24. 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
    • 25. Identify and Develop
      • Join Facebook fan pages & groups
      • Frequently post items of interest & links
      • Routinely post information about your concept
      • Utilize photos, videos & blogs
    • 26. Identify and Develop
      • 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
    • 27. Developing The Ten Commandments of Social Media
    • 28. 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)
    • 29. Execute
    • 30. Execute
    • 31. Facebook
      • Group
      • Fan site
    • 32. LinkedIn
      • Discussions
      • News
    • 33. 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
    • 34. Blogs
      • Publish your own content – Corporate and Franchisees
      • Allow users to generate content (comments)
    • 35. Collaborate with Bloggers
    • 36. YouTube
    • 37. Ning and others
      • Franchise communities
    • 38. 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?
    • 39. 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.
    • 40. Summary
      • Explore and Identify
      • Establish your presence and connect
      • Execute
      • Analyze
    • 41. IFA Social Media Taskforce
      • Exciting times for the IFA
      • Jumping in with both feet
      • IFA Convention
    • 42. Google Wave
    • 43. Process Peak
    • 44. Thank You
      • Jon Carlston
      • Process Peak LLC
      • [email_address]
      • 760-212-5799
      • Twitter: @joncarlston
      • Facebook: facebook.com/FranchiseSales
      • LinkedIn: linkedin.com/in/joncarlston

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