ABOUT US• Deb Evans – President & CEO – Computer  Explorers• Chad Cohen – Vice President – Fish Consulting• David Beyer – ...
AGENDA •   Franchisor’s Perspective •   Franchisee’s Perspective •   Legal Perspective •   Best Practices •   Tools •   Q&...
TWEET YOUR QUESTIONS          #TFIFA2012  #TFIFA2012
QUICK EXERCISE• Tweet that you are in the Twitter Frontier                IFA session• “Attending Twitter Frontier Session...
SOCIAL MEDIA VIDEO
#TFIFA2012
FRANCHISOR - DEB EVANS• Hello, I am @DebCE andeverything can be tweeted,any time, any where!   #TFIFA2012
CREATE A RAVE• “Nobody Cares About Your Products  (Except You)”• “Generate online buzz driving buyers to  your virtual doo...
TWITTER AGENDA•   To Do Business•   Corporate Communications•   Public Relations•   Business Development•   Marketing and/...
SOCIAL SHARING• Great Content will Create an Emotional  Response• Builds Creditability Online• Allow the Sharing Virus to ...
SHARING IN 2011                  Infographic by AddThis of                  ClearSpring #TFIFA2012
GROUND RULES• http://socialmedia.policytool.net/  #TFIFA2012
SOCIAL MEDIA TOOLKIT• Provide step by step guide  #TFIFA2012
ESTABLISH “US” POLICY• Tweets are Better as a Team  #TFIFA2012
TWEET PSYCH• What will youTweet?  #TFIFA2012
THE TWITTER FRONTIER  #TFIFA2012
THE TWITTER FRONTIER  #TFIFA2012
TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012  #TFIFA2012
FRANCHISEE – CHAD COHEN• What can you do for your franchise with 140 characters or less?   – Find the people and the web i...
THE TWITTER FRONTIER• Twitter: She’s smart and unique, with a big mouth and lots of  connections.• She’s the friend who go...
THE TWITTER FRONTIER• As franchisees, remember the following:   –   The choice to participate is yours   –   Respect the b...
THE TWITTER FRONTIER• If you, the franchisee, choose to engage, remember:   – Your twitter account is not an island. It do...
FRANCHISOR - FRANCHISEE  #TFIFA2012
TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012  #TFIFA2012
LEGAL PERSPECTIVE   Just because it’s on social media does   not mean that:    – Laws no longer apply    – The FA / Manual...
• Copyright Infringement• Trademark Infringement• Defamation• Advertising Fees
Digital Millennium Copyright Act   • Limits copyright infringement liability     for hosting third party content     – No ...
FTC / Endorsements • FTC actively monitoring advertising in   social media   – Endorsements – Disclosure   – Sellers & Thi...
• Federal Trade Commission guidelines  subject companies to liability for false  or unsubstantiated statements made  throu...
The Communications Decency Act   • Limited Immunity   • Site operators not liable as     publisher of third party content ...
Franchise Sales   • If social media is used to offer     and sell franchises, then must     follow internet advertising ru...
Financial Performance Representations  • Not if FPR is directed to general public  • But if directed to prospects, then ri...
Social Media Policies   • List prohibited social media     conduct   • Identify appropriate identification     practices  ...
Social Media Policies   • No financial information   • Handling disparagements   • Proper use of Marks   • Specify links t...
User-Generated Content   – Describe content restrictions      • No false or deceptive claims      • No defamation / privac...
Whose Account Is It Anyway?   • Phonedog Media v. Kravitz   • Twitter Account: Phonedog - Noah
Whose LinkedIn Contacts Are They?   • Eagle v. Morgan   • Employee may be liable for     misappropriation
TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012  #TFIFA2012
TECHNOLOGIES         • Here are a few tools:         •   http://muckrack.com/about         •   http://mashable.com/2011/09...
TWEETED QUESTIONS  #TFIFA2012
FINAL EXERCISE  #TFIFA2012
WRAP-UP #TFIFA2012
CONTACT USDeb Evans              Chad Cohen       David Beyer               Todd Leiser@DebCE                 @chad_cohen ...
Twitter Frontier: Harnessing the Power of Social Media while Protecting Your Franchise
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Twitter Frontier: Harnessing the Power of Social Media while Protecting Your Franchise

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Presentation at IFA 2012 annual convention in Orlando FL.

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Twitter Frontier: Harnessing the Power of Social Media while Protecting Your Franchise

  1. 1. ABOUT US• Deb Evans – President & CEO – Computer Explorers• Chad Cohen – Vice President – Fish Consulting• David Beyer – Partner – Quarles & Brady• Todd Leiser – Director Franchise Sales - Valpak #TFIFA2012
  2. 2. AGENDA • Franchisor’s Perspective • Franchisee’s Perspective • Legal Perspective • Best Practices • Tools • Q&A #TFIFA2012
  3. 3. TWEET YOUR QUESTIONS #TFIFA2012 #TFIFA2012
  4. 4. QUICK EXERCISE• Tweet that you are in the Twitter Frontier IFA session• “Attending Twitter Frontier Session at the IFA Convention #TFIFA2012. It’s awesome” #TFIFA2012
  5. 5. SOCIAL MEDIA VIDEO
  6. 6. #TFIFA2012
  7. 7. FRANCHISOR - DEB EVANS• Hello, I am @DebCE andeverything can be tweeted,any time, any where! #TFIFA2012
  8. 8. CREATE A RAVE• “Nobody Cares About Your Products (Except You)”• “Generate online buzz driving buyers to your virtual doorstep!”• “Create Triggers that Encourage People to Share!” #TFIFA2012
  9. 9. TWITTER AGENDA• To Do Business• Corporate Communications• Public Relations• Business Development• Marketing and/or PR #TFIFA2012
  10. 10. SOCIAL SHARING• Great Content will Create an Emotional Response• Builds Creditability Online• Allow the Sharing Virus to Spread (add social buttons) #TFIFA2012
  11. 11. SHARING IN 2011 Infographic by AddThis of ClearSpring #TFIFA2012
  12. 12. GROUND RULES• http://socialmedia.policytool.net/ #TFIFA2012
  13. 13. SOCIAL MEDIA TOOLKIT• Provide step by step guide #TFIFA2012
  14. 14. ESTABLISH “US” POLICY• Tweets are Better as a Team #TFIFA2012
  15. 15. TWEET PSYCH• What will youTweet? #TFIFA2012
  16. 16. THE TWITTER FRONTIER #TFIFA2012
  17. 17. THE TWITTER FRONTIER #TFIFA2012
  18. 18. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  19. 19. FRANCHISEE – CHAD COHEN• What can you do for your franchise with 140 characters or less? – Find the people and the web intelligence that can help make your business successful. #TFIFA2012
  20. 20. THE TWITTER FRONTIER• Twitter: She’s smart and unique, with a big mouth and lots of connections.• She’s the friend who gossips and makes lots of noise.• However, Twitter has her limits, but tell her the right things and she’ll hook you up with the right people.• If you want to stay on her good side, make sure you have a theme for what you’re going to tweet, and stay connected or you’ll never get anywhere with her. #TFIFA2012
  21. 21. THE TWITTER FRONTIER• As franchisees, remember the following: – The choice to participate is yours – Respect the brand’s proprietary information – Be respectful, unique and the expert in your field – Pause before posting – Solve problems – Know your voice – Monitor and participate – Reward your followers #TFIFA2012
  22. 22. THE TWITTER FRONTIER• If you, the franchisee, choose to engage, remember: – Your twitter account is not an island. It does not stand alone. – Needs to be reinforced offline for it to have an impact and for customers to deem it useful. – Twitter is not separate from your marketing and customer service efforts. – Monitor and track your brand, address concerns, offer customer service or thank people for praise. – Twitter is your megaphone to your local community. Use it. Get engaged. #TFIFA2012
  23. 23. FRANCHISOR - FRANCHISEE #TFIFA2012
  24. 24. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  25. 25. LEGAL PERSPECTIVE Just because it’s on social media does not mean that: – Laws no longer apply – The FA / Manual does not apply Due to viral nature: Be More Vigilant !
  26. 26. • Copyright Infringement• Trademark Infringement• Defamation• Advertising Fees
  27. 27. Digital Millennium Copyright Act • Limits copyright infringement liability for hosting third party content – No actual knowledge – No financial benefit from infringing activity – Remove content on notice – Designate agent for notices
  28. 28. FTC / Endorsements • FTC actively monitoring advertising in social media – Endorsements – Disclosure – Sellers & Third Parties Liable – Sellers may be liable for what endorsers do – Sellers must inform endorsers of rules
  29. 29. • Federal Trade Commission guidelines subject companies to liability for false or unsubstantiated statements made through endorsement, or for failing to disclose material connections between themselves and endorsers• Be sure franchisees identify themselves as such
  30. 30. The Communications Decency Act • Limited Immunity • Site operators not liable as publisher of third party content • Be Careful: If edit or modify then can lose immunity
  31. 31. Franchise Sales • If social media is used to offer and sell franchises, then must follow internet advertising rules –Include disclaimer –List on FDD –Don’t direct
  32. 32. Financial Performance Representations • Not if FPR is directed to general public • But if directed to prospects, then risk of FPR • Follow media claim rules with disclaimer – FDD – % exceeded claim • Policy to not post financial information
  33. 33. Social Media Policies • List prohibited social media conduct • Identify appropriate identification practices • Reinforce confidentiality policies • Inform that you will monitor
  34. 34. Social Media Policies • No financial information • Handling disparagements • Proper use of Marks • Specify links to Franchisor sites • Common naming convention and handles • Similar photos – like storefronts
  35. 35. User-Generated Content – Describe content restrictions • No false or deceptive claims • No defamation / privacy – Takedown rights / Don’t Edit / Remove – Disclaimers of responsibility – Territorial Restrictions
  36. 36. Whose Account Is It Anyway? • Phonedog Media v. Kravitz • Twitter Account: Phonedog - Noah
  37. 37. Whose LinkedIn Contacts Are They? • Eagle v. Morgan • Employee may be liable for misappropriation
  38. 38. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  39. 39. TECHNOLOGIES • Here are a few tools: • http://muckrack.com/about • http://mashable.com/2011/09/30/twitter-history-infographic/ • http://tweetpsych.com • http://mashable.com/guidebook/twitter/ • http://addictomatic.com • http://socialmention.com • http://tweetchat.com • http://tweepsearch.com • http://tweetburner.com/ • http://tweetbeep.com/ • http://twellow.com #TFIFA2012
  40. 40. TWEETED QUESTIONS #TFIFA2012
  41. 41. FINAL EXERCISE #TFIFA2012
  42. 42. WRAP-UP #TFIFA2012
  43. 43. CONTACT USDeb Evans Chad Cohen David Beyer Todd Leiser@DebCE @chad_cohen @ @valpaktoddwww.computerexplorers www.fish- www.quarles.com www.valpak.com consulting.com800-531-5053 954-893-9150 813-387-0264 727-399-3091devans@iced.net ccohen@fish- david.beyer@quarles.com todd_leiser@valpak.com consulting.com #TFIFA2012

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