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De-Mystifying Social Media For Franchise
 

De-Mystifying Social Media For Franchise

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Breaking down what social media really is, and how it relates to the Franchise Industry. Report findings, and best practices are shared along with successful case studies.

Breaking down what social media really is, and how it relates to the Franchise Industry. Report findings, and best practices are shared along with successful case studies.

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    De-Mystifying Social Media For Franchise De-Mystifying Social Media For Franchise Presentation Transcript

    • DE-MYSTIFYING SOCIAL MEDIA AND HOW TOMAKE IT WORK FOR YOUR BUSINESSSOUTHEAST FRANCHISE FORUMAUGUST 9TH, 2011
    • THE FLOOD GATES HAVE OPENED Engaged consumers forcing social competitionOVER 500 MILLION USERS ON FACEBOOK - 25% OF ALL WEBSITE VIEWS LINKEDIN NOW HAS 70 MILLION USERS - 2ND LARGEST U.S. SOCIAL NETWORK YOUTUBE GETS 2 BILLION VIEWS A DAY - THE SECOND LARGEST SEARCH ENGINE NEXT TO GOOGLE 65 MILLION TWEETS A DAY - OVER 600 MILLION QUERIES IN TWITTER SEARCH ~ ECONSULTANCY.COM ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 2
    • WHAT SOCIAL MEDIA ISN’T FACEBOOK • If your Social Media plan is tool focused, TOOLS you don’t have a strategy at all CAMPAIGNS • Worry about the tools last and focus on FOLLOWERS/FANS how your business will be social ADVERTISING • Successful Social Media strategies stem from identified business goals and AUTOMATED objectives TACTICS • This requires listening and incorporating STRATEGIES social web implementations into your culture NEW©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 3
    • WHAT SOCIAL MEDIA IS RELATIONSHIPS • If you are online, people will expect you to COMMUNICATION be present PASSION • Social Media is a organic process and ENGAGEMENT your job is to build lifelong relationships HELPING • What experience do you want consumers to come away with when they interact with EMOTION your Franchise? SHARING • Ask how are you going to be social, not LOYALTY what are you going to do with Social Media? HELPING!!!©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 4
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE SOCIAL WEB HAS CHANGED HOW BUSINESS IS DONE©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 5
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FRANCHISORS, FRANCHISEES, AND SOCIAL MEDIA©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 6
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. SOCIAL MEDIA FRANCHISE SURVEY “Strengthens relationships with !"#$%&#"()*+$#**,"-.$/.0#* customers.”*!"# “Dialogue. Weve been able to talk to fans)!"# and critics alike. Weve also been able to provide personal responses and(!"# assistance to customers whove experienced issues.”!"# “The real time customer service aspect is&!"# unique to social media and we are benchmarking best in class companies to%!"# learn how they are doing it well.”$!"# “It allows us to communicate directly with our customers-- provide them useful !"# information, solve concerns, share news +,-# ./# of our franchisees actively participating in their communities.” ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 7
    • TRANSFORM YOUR BRAND.DO YOU HAVE YOUR PROFILE ON ANY THE FOLLOWING SOCIALTRANSFORM YOUR BUSINESS.NETWORKING SERVICES?©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 8
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT DO YOU EXPECT TO DRIVE USING SOCIAL MEDIA TOOLS?©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 9
    • TRANSFORM YOUR BRAND.WHAT PREVENTS YOUR FRANCHISE FROM EXPANDINGTRANSFORM YOUR BUSINESS.ITS USE OF SOCIAL MEDIA?©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 10
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHO OWNS SOCIAL?©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 11
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.• Franchisors want to make sure the brand messaging is consistent.• Franchisees may go rogue and create their own social engagements.• Social Media requires both Franchisor and Franchisee to collaborate on effective communication.• Franchisors can provide best practices, training, and content disbursement to their units.• Franchisees can bring to the table their results and perspective of what their communities want and need.• This requires a top-bottom-bottom-top organizational structure. THE FRANCHISOR/FRANCHISEE SOCIAL RELATIONSHIP ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 12
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS. WHO WE KNOW WHO WE LIKE WHO WE TRUST USE THE SOCIAL WEB TO INCREASE THESE THREE THINGS©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 13
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.Listen: Monitor sentiment of your brand, industry, and competition.This helps target social communications to the appropriate audiencethrough the appropriate channels.Identify/Build Internal Resources: Representatives of every corner ofyour organization. Team should include internal champions of yourcompany and the social web.Policies and Procedures: Build internal guidelines for your company.Define as needed, and provide a structure for future social mediaexecutions.Content Generation: Identify all possible and available contentoptions. This ties into your listening phase.Engage and Educate: Learn how to be active and not reactive on thesocial web. Keep current with ethics and methodologies that governthe digital landscape. BECOMING A SOCIAL BUSINESS ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 14
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.SOCIAL MEDIA FEEDS ON CONTENTB2B Social Media is still P2P Social Media - Jason Falls•You are still dealing with, communicating, and doing business withpeople.• If you are going to be online, you need to: - Connect - Communicate - Build loyalty for your company and product/service - Find and build leads - Go where people go•Many B2C social marketing strategies apply to B2B. The tactics maydiffer.•Regardless if your are B2B or B2C, the social web requires anauthentic and genuine presence. ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 15
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.• Your social media presence needs to be a reflection of your culture and who you are.• Remember P2P: People will do business with people and they do business with people they can get to know.• Helping people is the new marketing.• Stop thinking like a company and start thinking like a customer.• Allow your customer to participate with you.• Consumers demand immediate and efficient response from companies. LESS MARKETING. MORE COMMUNICATION. ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 16
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS. IT ALL COMES BACK TO YOUR CUSTOMER PROPOSITION: DON’T THINK SOCIAL MEDIA STRATEGY WHAT IS YOUR MARKETING OBJECTIVE AND HOW CAN YOU INTEGRATE SOCIAL INTO IT?THE SOCIAL WEB REQUIRES PUTTING THE HUMAN BACK IN BUSINESS©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 17
    • CASE STUDIES • Personable • Authentic • Accessible • Helpful Resource • Consistent • Outstanding©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 18
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.Goal: Build a better loyalty program using social networksalready in use by customersUpdating Traditional Marketing: Punch cards can not link asale to an individual or their spending habits.TastiRewards: Points awarded for every dollar spent, butadditional points awarded for sharing their experiences with thebrand through social networks.Customer Adoption: Customers didn’t have to add a newcommunication channel. Ease of use and access lead toincreased brand loyalty.Social Networks: Facebook, Twitter, Foursquare TASTI D-LITE: GEO LOCATION ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 19
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.Goals: Increase market mind share and build online presencefor a young one unit store. Build Lead generation to openadditional franchises locally and nationally.Awareness Through Content: Kosama provided content basedon a passion subject related to their industry, Healthy Living.Informational and helpful blog and video content created.Organic Campaign: Monthly reporting and testing to see whatwas working, and wasn’t. Campaign changed based onfeedback, engagement, and behavior.Consistency: Best practices solidified with Franchisor andadopted by individual Franchisees keeping branding andmessaging consistent. KOSAMA: EFFECTIVE CONTENT ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 20
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.Goals: Update their direct mailing marketing efforts usingcurrent technology and mobile devices used by consumers.Mobile Coupons: Mobile device recognizes Valpak deals whena person points their smart phone’s camera in the direction oflocal businesses.No Paper: User can redeem deals by showing the localmerchant the coupon on their mobile device.Consumer Needs: Giving access to savings when people wantthem, and integrating technology customers are rapidlyadopting.Opt In: People can sign up for additional deals and SMScoupons from Valpak. VALPAK: AUGMENTED REALTY/MOBILE ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 21
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.Goals: Increase fan base and build true engagement with oneof the largest social networks.Ask Questions: McDonald’s asks their fans questions as itrelates to their interests, seasons, holidays, and polls.Passion Point: Ronald McDonald House and local charities.Sharing stories from families and communities.First Place: Fast food franchisee withe most fans (close to 10million), and greatest fan growth per month.Room For Improvement: Despite the size of the fan base,McDonald’s doesn’t engage often. Majority of their posts areads. Rogue Facebook pages. MCDONALD’S: FACEBOOK ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 22
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE FLOOR IS OPEN Questions?©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 23
    • TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. REFERENCESTasti D-Lite:http://www.slideshare.net/werkshop/case-study-tasti-dliteKosama:http://www.slideshare.net/onesocialmedia/social-media-case-study-7093297Valpak:http://www.mobilecommercedaily.com/2011/03/29/valpak-pushes-geo-targeted-coupons-via-mobile-augmented-reality-appMcDonald’ss:http://www.quora.com/Which-fast-food-chains-globally-have-the-best-social-media-campaignsFranchise Help Blog:http://www.franchisehelp.com/blog ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 24
    • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THANK YOU VERY MUCH!Janet MuhlemanPresident and CEO734.327.janet.muhleman@regroup.usDavid MurrayDirector, Social Web Communications734.327.6622david.murray@regroup.uswww.twitter.com/davemurrFollow Uswww.twitter.com/regroupincwww.facebook.com/regroupincwww.regroup.us©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 25