FRANCHISE MARKETER’S  BEGINNERS GUIDE   TO SOCIAL MEDIA        2011
THE NEW SOCIAL LANDSCAPE    • Social media no longer exists on the outskirts of successful      marketing strategy.    • I...
FACEBOOKIn Australia…There are 11          10,000 new            We are one of themillion active        Australian users  ...
FACEBOOK                                                               MUSIC                      NEWS                    ...
FACEBOOK – GETTING STARTED                                                          MUSIC                      NEWS   1   ...
FACEBOOK – CASE STUDY•   Domino’s Australia•   250,000 fans•   Fresh content•   Daily deals•   Engaging content•   Interes...
YOUTUBEThere are 48 hours    YouTube receives   It’s the world’s largestof content            3 billion daily    social ne...
YOUTUBE – GETTING STARTED                                                       MUSIC                      NEWS   1      H...
YOUTUBE – CASE STUDYNando’s Australia• Information resource for people looking to buy a franchise.• High value content wit...
TWITTERStarted out as an     65% of Fortune     Ease of use andenhanced SMS          100 companies      mobile capabilityp...
TWITTER – GETTING STARTED                                                    MUSIC                      NEWS   1      Chec...
TWITTER – CASE STUDYGrill’d Burgers                      Very active with a large social                      community   ...
LINKEDINThe world’s largest   Dedicated to      Adding 2 newprofessional          making            members everynetwork –...
LINKEDIN – GETTING STARTED                                                     MUSIC                      NEWS   1      He...
LINKEDIN – CASE STUDIES                              Company Pages                              • Pages are the ideal plac...
GOOGLE+Newest and            Straddles the       Recently opened upfastest-growing       information-focus   Company Pages...
GOOGLE+ – GETTING STARTED                                                      MUSIC                      NEWS   1      Lo...
GOOGLE+ - CASE STUDIESMen In Kilts                         Promotional images                         and videos   Sharing...
GOOGLE+ - CASE STUDIESPerm-a-Dry Uses their Google+ Page as a resource for information about their product             By ...
GO FOR IT!    • Congratulations on taking the important step of      recognising social media’s importance to the      fut...
STAY IN TOUCH                      facebook.com/traffika                   traffika.com.au/blog                      twitt...
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Franchise Marketers Beginners Guide to Social Media

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Social media no longer exists on the outskirts of successful franchise marketing strategy.

In the modern landscape, successful branding and marketing campaigns must have a social element at their core in order to be relevant and sustainable.

Prepared for Griffith Univeristy's Asia Pacific Centre for Franchising Excellence, this Franchise Marketers Begginers Guide to Social Media is an up-to-the-minute resource for all marketing proffesionals in the franchising sector looking to make a start in Social Media.

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Franchise Marketers Beginners Guide to Social Media

  1. 1. FRANCHISE MARKETER’S BEGINNERS GUIDE TO SOCIAL MEDIA 2011
  2. 2. THE NEW SOCIAL LANDSCAPE • Social media no longer exists on the outskirts of successful marketing strategy. • In the modern landscape, successful branding and marketing campaigns must have a social element at their core in order to be relevant and sustainable. • This Guide provides a snapshot of the franchise industry as it currently exists on the 5 major social media platforms • Facebook • YouTube • Twitter • LinkedIn • Google+www.traffika.com.au
  3. 3. FACEBOOKIn Australia…There are 11 10,000 new We are one of themillion active Australian users most active countries,Australian sign up to Facebook with 60-70% of usFacebook users every day logging in dailywww.traffika.com.au
  4. 4. FACEBOOK MUSIC NEWS Facebook is becoming TRAVEL integrated into every part of our social lives. SHOPPIN G POLITIC Swww.traffika.com.au
  5. 5. FACEBOOK – GETTING STARTED MUSIC NEWS 1 Head to http://facebook.com/pages and click Subscribe to http://fb.me/FacebookPages and 2 browse the tabs on the left TRAVEL Kick start your fan-base by clicking “Invite 3 friends” on the right hand side POLITIC Swww.traffika.com.au
  6. 6. FACEBOOK – CASE STUDY• Domino’s Australia• 250,000 fans• Fresh content• Daily deals• Engaging content• Interesting Tabs• Active fan-base• Shareable topicswww.traffika.com.au
  7. 7. YOUTUBEThere are 48 hours YouTube receives It’s the world’s largestof content 3 billion daily social network,uploaded to video views (100 receiving more trafficYouTube every million are on than Facebook!minute mobile)www.traffika.com.au
  8. 8. YOUTUBE – GETTING STARTED MUSIC NEWS 1 Head to http://www.youtube.com/create_channel Devise the goals you want to achieve with your video 2 content (education, entertainment, branding). TRAVEL Grow your channel rather than “launching” it, and 3 focus on quality of content, not quality of production. POLITIC Swww.traffika.com.au
  9. 9. YOUTUBE – CASE STUDYNando’s Australia• Information resource for people looking to buy a franchise.• High value content with the goal of franchise recruitment• Positions the Nando’s brand as authoritative, helpful, and forward-thinking• Could be improved further by including more local case studies.www.traffika.com.au
  10. 10. TWITTERStarted out as an 65% of Fortune Ease of use andenhanced SMS 100 companies mobile capabilityplatform, now are active on means it’s perfect forused widely in B2B Twitter (vs just reaching moderncommunication 54% on Facebook) businesspeoplewww.traffika.com.au
  11. 11. TWITTER – GETTING STARTED MUSIC NEWS 1 Check that your brand name is available by signing up Set up a dedicated RSS Reader and add interesting blogs 2 TRAVEL your industry. This is where you’ll find quality from content to Tweet out. Monitor your profile regularly and reach out to anyone 3 who mentions you or ReTweets your content. HootSuite POLITIC S is a useful free tool for managing this.www.traffika.com.au
  12. 12. TWITTER – CASE STUDYGrill’d Burgers Very active with a large social community Provides value to their followers Encourages engagement with the brand Uses Twitter for customer servicewww.traffika.com.au
  13. 13. LINKEDINThe world’s largest Dedicated to Adding 2 newprofessional making members everynetwork – 100 professionals second (1 millionmillion members more productive every week) & successfulwww.traffika.com.au
  14. 14. LINKEDIN – GETTING STARTED MUSIC NEWS 1 Head to LinkedIn and create a Company Page for your business, and ask all employees to nominate it as their employer on their own LinkedIn profiles. Fill out your company description, using key terminology to 2 promote the value your business provides. This description TRAVEL also appears on Google searches. POLITIC Populate your Services tab so people can see what you 3 S provide and can recommend specific services to friends.www.traffika.com.au
  15. 15. LINKEDIN – CASE STUDIES Company Pages • Pages are the ideal place to build a corporate profile of your organisation. • Allow people to follow you for updates, Starbucks’ LinkedInPage represents the size provides a place to go for people to get and professionalism of the company information on events, careers, news. LinkedIn Groups • Utilising LinkedIn Groups to share knowledgeThe Franchise Professionals LinkedIn Group provides a among Franchisees. valuable forum for its members • LinkedIn Groups provide a common forum for professionals to ask and answer questions www.traffika.com.au
  16. 16. GOOGLE+Newest and Straddles the Recently opened upfastest-growing information-focus Company Pages,social network, of Twitter with allowing businesses toleverages the the interactivity grow their onlineubiquity of Google. of Facebook. presence.www.traffika.com.au
  17. 17. GOOGLE+ – GETTING STARTED MUSIC NEWS 1 Log into any Google product (igoogle, gmail, etc) and create your G+ Page. During the sign-up process, link your G+ page to your 2 TRAVEL company website to help Google identify the official relationship between your web and social presence. POLITIC Use gplus.to to create a vanity (shortened) URL for 3 S your Business Page so it can be easily shared and remembered.www.traffika.com.au
  18. 18. GOOGLE+ - CASE STUDIESMen In Kilts Promotional images and videos Sharing Franchising news & informationwww.traffika.com.au
  19. 19. GOOGLE+ - CASE STUDIESPerm-a-Dry Uses their Google+ Page as a resource for information about their product By providing technical product information they are marketing for interested franchisees.www.traffika.com.au
  20. 20. GO FOR IT! • Congratulations on taking the important step of recognising social media’s importance to the future of your franchise. • Social media is about building a community around your franchise’s brand by building relationships and providing value. • Be patient and consistent with your social media efforts and your franchise will experience sustainable and long term success.www.traffika.com.au
  21. 21. STAY IN TOUCH facebook.com/traffika traffika.com.au/blog twitter.com/traffika linkedin.com/company/traffika slideshare.net/traffika gplus.to/traffika traffika.tvwww.traffika.com.au

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