Marketing in High Touch, Fast Paced, Multi Media World: Virginia Franchise Forum 02/25/11


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Sally Witzky, Founder & Chief Digital Strategist of Traction Group, spoke at the Virginia Franchise Forum on Friday, February 25, 2011. Topic: Digital Marketing in our High-Touch, Fast-Paced, Multi-Media World. Slides are copyright of Traction Group LLC.

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Marketing in High Touch, Fast Paced, Multi Media World: Virginia Franchise Forum 02/25/11

  1. 1. The Impact of Social and Mobile for Franchises:<br />Marketing in our High-Touch, Fast-Paced, Multi-Media World<br />Sally Witzky<br />All slides © 2011 Traction Group LLC and the companies mentioned. <br />All rights reserved. Slides dated February 25, 2011. <br />Presented at GRCC’s Virginia Franchise Forum, <br />Franchise Roundtable Networking Event, Richmond VA.<br />
  2. 2. VFF: Franchise Roundtable Networking Event<br />
  3. 3. DISRUPTION<br />
  4. 4. INNOVATION<br />
  5. 5. Consumers:Obsessed with Facebook<br />
  6. 6. Social Mobile Stats<br />
  7. 7. Facebook & Mobile<br />There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” – Facebook official statistics (January, 2011).<br />
  8. 8. Value of a Facebook Fan:<br />The study found that people spent significantly more on products they were fans of, compared with consumers who were not fans. <br />In the case of many of Facebook’s most popular food and beverage marketers, fan spending was more than double that of non-fans. <br />
  9. 9. Social…<br />600 Tweets and 700 Facebook<br /> posts every second<br />
  10. 10. Mobile Web = how we buy<br />By 2011, over 85 percent of new handsets will be able to access the mobile Web. <br />Many mobile Web users are mobile-only<br />“In the last twelve months, customers around the world have ordered more than US $1 billion of products from Amazon using a mobile device," <br />– Jeff Bezos, founder and CEO of (July 2010).<br />
  11. 11. Top 10 ways consumerswill use mobile in 2012<br />Money transfer<br />Location-based services<br />Mobile search <br />Mobile browsing<br />Mobile health monitoring<br />Mobile payment (it is a way of life in Japan)<br />Mobile couponing<br />Mobile advertising <br />Mobile instant messaging <br />Mobile music <br />as predicted by Gartner (November 2009).<br />
  12. 12. What does this all mean?<br />Social media and mobile technology, along with geo-location services are QUICKLY changing consumers media and buying habits<br />Technology is leading behavior<br />Consumers will drive your business because they will decide to buy based on many factors and info that is literally at their fingertips, anytime and anywhere<br />Content is content. And content is King.<br />
  13. 13. The Revolution Will Be Televised: Google TV, The Death Of Digital As We Know It, And The Rebirth Of The Big Idea<br />“The arrival of Google TV heralds the creation of a media marketplace where, for the first time in a long time (and possibly ever), content is content, agnostic of channel, and regardless of screen. <br />The idea of "channel" becomes increasingly irrelevant as we move toward a future where a screen is a screen is a screen, and Web content becomes increasingly indistinguishable from television content.  Content will become content. And it will be fighting like hell for viewers.”Read more:<br />
  14. 14. Franchisors:“teach and provide”<br />Must stay on the cutting edge and be the knowledge leaders and facilitators<br />Must initiate feedback loop plus easy ways to share ideas and help each other<br />Must teach digital marketing to their owners to stay current; break it down; simplify.<br />Must provide owners with digital media strategies, and simple ways of localizing content and maximizing efforts while protecting the brand.<br />
  15. 15. Franchisees:You have a big challenge<br />Marketing is a full-time job. So is sales. So is everything else. (sorry).<br />Make it a point to fully understand what Franchisor provides; much of it is good and underutilized.<br />Know your market. Know it well. Protect your brand.<br />Get in learning mode; you have a lot to absorb.<br />Find experts who can put it all together for you, not just sell you a product or service.<br />
  16. 16. Sally says…<br />“In the digital world, <br />three months is like three years.”<br />
  17. 17. What’s moving out…<br />
  18. 18. Foundation<br />
  19. 19. Intermediate<br />
  20. 20. Advanced Layers<br />
  21. 21. And more…<br />
  22. 22. COLLABORATE<br />Agree who does what – franchisor or franchisee? Perhaps both.<br />Agree who will do research and training – avoid duplication.<br />Understand that collaborating often can get you moving forward faster and fast is key.<br />
  23. 23. Let’s talk tools…<br />Social Media Managers<br />Multiple SM accounts<br />Multiple users<br />Mobile Apps<br />Integrated Marketing Software<br />Marketing Project Management<br />New Business / Lead Conversion<br />
  24. 24. Your 3 Key Takeawaysin the social mobile world:<br />Be aware of shopping and buying behavior changes and realize they can change very fast<br />Marketing/sales strategies and plans need to be flexible & nimble to respond to ever-changing technology<br />Must engage by using right content for the local business<br />
  25. 25. Want more…<br />Inner Circle<br />
  26. 26. Questions?<br /><br /><br /><br /> <br /><br />