Introduction to Social Media for Franchisors


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In introduction to how social media works, why franchisors should be involved, and how to get started.

Originally delivered by Mike Sobol and Martin Greenbaum at Faegre and Benson's conference on growing unit revenues in July, 2009.

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  • Whether or not you like it, or understand it makes no difference. You can choose to ignore it. But what other aspect of the business landscape do you willfully ignore? As social creatures, we don't just like to connect, we need to. Humans are only humans in context. We can't survive without everything that other humans afford us. Technology is there for us to satisfy the instinct. Yet, we are individuals. At least we like to think so. That's what ego does. It makes us want to differentiate and standout, but also contribute. Technology lets us do that to. Call it the open source internet. The drive to be INCLUDED as an INDIVIVUAL causes us to create these incredible new ways of interacting. JP will tell you, a great deal of the software that runs the internet is open source-- volunteer communities build it, improve it and police it. You might say human nature guarantees that the internet keeps working, and keeps working better-- you can't stop it. And so as more and more information is shared more quickly and people interact in more and more interesting and productive ways, we all become a part of one Big Brain. Smarter, faster, more of everything. We are integrating, assimilating. But we are also thin-slicing, focusing and delving deeper into areas that are as many and varied as every possible preference. The Piliated Woodpecker Club. The long tail. None of this is for you to manage. You surf it, roll with it, learn from it, ENABLE it.
  • So, why aren't you participating more? Is it attitudinal, organizational, tactical or intellectual?
  • One definition of a company's culture that I really like is “How we do things around here.” Social networking is that sort of thing. You don't choose a department to be open, and one to be collaborative and one to be ethical, and another to be customer-oriented. So, management and CEO's especially, jump in. Make your goals easy at first: number of posts, time spent learning and observing, setting up RSS feeds and automatic Google searches. The activity has to precede the results. Then you start shooting for numbers of followers and goals that get you closer to actual transactions. Being authentic means you can't always be on message. You are allowed to get a little personal-- like you might at a cocktail party, as they say. However, you also have to know who you are trying to talk with. Build your ideal customer, then act like you are always talking directly to him. You need to know your target audience before you can speak to it-- don't start with a message. Let your message develop around your audience. You don't pick what is of value, they do. Get going on it! You won't be perfect. You will make mistakes, so make them and get them over with. Chances are good you already know some early adopters and they might already be in your system. Follow them, use them to test coupons and initiatives, what they like, then replicate their efforts.
  • Social media are not just another marketing channel. You can and should be you. Remember, it's PEOPLE acting like PEOPLE. This is not mass media with a speaker and an audience. This is not talking points and PR releases. People are smarter than that. So respect your audience, or they will ignore you, or turn on you. You don't deserve a thing in social media, that is, to turn participation into actual networking unless... You create real value. Remember, some of the most valuable aspects of the internet are absolutely free. Walls keep coming down. If you don't give your constituents something they can really use, your marketing message becomes less and less important until it is just like throwing marketing dollars into a bottomless pit. Marketing DOES matter, and social networking gives you a way to make it work in ways that you never could before. Even humor can be of great value. Be worth other's trust by staying around, consistently participating, and NOT pitching something every chance you get. Plan out how you will continue to relate to your constituents over the long run-- both prospects and clients. Know how to use a landing page, call to action, list-building techniques, You can know anything about any online activity-- knowing the metrics that matter and being able to learn and adjust makes this effort not just defensible and sustainable, but more and more effective for you. EASY! RIGHT? NOW GET STARTED!
  • A service tech tweets about schedule and posts to brightkite his whereabouts which are fed to website and elminates trip fee for current clients who book work en route and (w/o quid pro quo) gives Sbucks cards to raving facebook fans. Blogs about how fun and challenging the day was.
  • Dunkin Donuts has a personality, Dunkin’ Dave ,  answering questions from “followers” and making comments about their tweets- it really gives the followers a sense that they are connected with the company. It’s a brilliant way to get feedback and hear what people are saying about their products.The fact that they came up with that app for making “Dunkin runs” too is brilliant!
  • Introduction to Social Media for Franchisors

    1. 1. <ul><ul><li>Presented By: Mike Sobol & Martin Greenbaum, CFE </li></ul></ul><ul><ul><li>July 21, 2009 </li></ul></ul>Using Social Networking To Expand Unit Revenues
    2. 2. Who’s Doing It?
    3. 3. <ul><li>Sharing & Connecting </li></ul><ul><li>Publishing, Blogging, Linking, Bookmarking, Rating, Commenting, Following, Asking, Answering, Tweeting and even... </li></ul>Social Networking <ul><li>Meeting-- online AND offline </li></ul><ul><li>It's technology-enabled interactivity </li></ul><ul><li>It's people acting like people </li></ul>
    4. 4. <ul><li>We are social creatures </li></ul><ul><li>We are individuals </li></ul><ul><li>We want to be included and heard </li></ul><ul><li>More integration, yet more segregation </li></ul><ul><li>No one controls it </li></ul><ul><li>Web 2.0, as you know it is only the beginning </li></ul>Way of the World
    5. 5. <ul><li>57% of 500 million internet users have joined a network </li></ul><ul><li>73% read blogs </li></ul><ul><li>83% watch video clips </li></ul><ul><li>#1 platform for creating and sharing content (not newspapers, television, radio or books)‏ </li></ul><ul><li>93% of 190 million Americans who use social media believe companies SHOULD be present there. </li></ul>The STATS
    6. 6. The STATS
    7. 8. <ul><li>70% use LinkedIn </li></ul><ul><li>65% use Facebook </li></ul><ul><li>30% use Twitter </li></ul><ul><li>??% are active and effective </li></ul><ul><li>??% use to drive unit revenue </li></ul>IFA Members
    8. 9. Even More STATS
    9. 10. <ul><li>Very Low Cost </li></ul><ul><li>Genuine, Unpolished </li></ul><ul><li>Engaging & Collaborative </li></ul><ul><li>Attractive & Organic </li></ul><ul><li>Real Time </li></ul><ul><li>Massive Reach </li></ul><ul><li>It's Googley! </li></ul>Why Social Media Marketing Works
    10. 11. Social Media Can't Lie
    11. 12. <ul><li>So what's stopping you? </li></ul><ul><li>Time </li></ul><ul><li>Fear </li></ul><ul><li>Knowing Where to Start </li></ul><ul><li>Network Adoption </li></ul><ul><li>Maintaining Standards </li></ul><ul><li>Policing Standards </li></ul><ul><li>Continuity & Consistency </li></ul>Challenges
    12. 13. <ul><li>Make social networking an ethic, not a project or one department's job </li></ul><ul><li>Choose which goals to target first </li></ul><ul><li>Identify your audience </li></ul><ul><li>Create content and items to share </li></ul><ul><li>Start... small at first, but start! </li></ul><ul><li>Use early adopters to teach and learn </li></ul>How Do You Implement ?
    13. 14. Your Goals <ul><li>Building a following? </li></ul><ul><li>Increasing website visits? </li></ul><ul><li>Special offer redemptions? </li></ul><ul><li>Single store visits? </li></ul><ul><li>Revenue per customer? </li></ul><ul><li>Unit revenue? </li></ul>
    14. 15. <ul><li>Be Authentic </li></ul><ul><li>Be Active </li></ul><ul><li>Respect Your Audience </li></ul><ul><li>Create Value </li></ul><ul><li>Deserve Trust </li></ul><ul><li>Nurture Relationships </li></ul>Your Approach
    15. 16. <ul><li>Cultivate a content mindset </li></ul><ul><li>Use a visual map of your media </li></ul><ul><li>Map out how a piece could travel the map </li></ul><ul><li>Make the Most of Your Sales Opportunities </li></ul><ul><li>Measure, Learn, Adjust & Repeat </li></ul>Development & Content Strategy
    16. 19. Example
    17. 20. <ul><li>Complete your profile </li></ul><ul><li>Follow people and retweet </li></ul><ul><li>Funny & off-topic is OK </li></ul><ul><li>Learn to use Search </li></ul><ul><li>Use Twitter widgets to share </li></ul><ul><li>Tweet other Social Media updates </li></ul><ul><li>Think NOW </li></ul>
    18. 21. <ul><li>Create a public profile </li></ul><ul><li>Create a fan page </li></ul><ul><li>Use landing pages to funnel traffic </li></ul><ul><li>Give people good reasons to be a fan </li></ul><ul><li>Employ applications to make functionality more interesting and addictive </li></ul><ul><li>Cannibalize your website </li></ul><ul><li>Make it a destination in and of itself </li></ul><ul><li>Update your status regularly and share </li></ul><ul><li>Interact on your wall-- don't police it </li></ul>
    19. 22. <ul><li>Build your own channel </li></ul><ul><li>What could you teach visually? </li></ul><ul><li>What's funny and interesting? </li></ul><ul><li>Leverage popularity </li></ul><ul><li>Keep it short </li></ul><ul><li>Re-purpose what you have </li></ul><ul><li>Embed video everywhere </li></ul>
    20. 23. <ul><li>Create an independent blog site </li></ul><ul><li>Use a separate, unique URL </li></ul><ul><li>Page-Sculpt for surfers and Google </li></ul><ul><li>Maximize Search with Meta </li></ul><ul><li>Link to everything </li></ul><ul><li>Automate </li></ul><ul><li>Keep an Eye on STATS </li></ul><ul><li>Invite Guests and be a Guest </li></ul>
    21. 24. <ul><li>Be your brand's conscience </li></ul><ul><li>Don’t sell, share </li></ul><ul><li>Be a real human being </li></ul><ul><li>Write well </li></ul><ul><li>Commit to the medium </li></ul>5 Habits For Franchise Execs
    22. 25. Thank You