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Leiser 2013 IFA CFE Social Media Special Session "Beyond the Basics"

Case studies and strategies for leveraging social media to increase franchise sales leads.

1 of 34
ICFE SPECIAL SESSIONS
    FEBRUARY 17-18, 2013
Social Media Strategies Beyond the Basics:
How to Market, Monitor & Defend Your Brand
FRANCHISE MEDIA UPDATE GROUP RESEARCH
Leiser 2013 IFA CFE Social Media Special Session "Beyond the Basics"
2012
2011

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Leiser 2013 IFA CFE Social Media Special Session "Beyond the Basics"

Editor's Notes

  1. “Turning Likes into Leads”
  2. Facebook – 1 Billion UsersLinkedIn – 200 million members in over 200 countries, 74 million members in US2.6 million companies have LinkedIn pages1 million LinkedIn groupsOver 5 billion “professionally oriented” searches in 2012 on LinkedInPart of due diligence 90% did look at the Social Media to see how the brand acts - Mostly FACEBOOK. Rarely the others--96% said they use Google or alerts to monitor the brand
  3. Use LinkedIn Email to message prospects. Less spammy Private message on behalf of the brand (Nick)
  4. LinkedIn Advertising 370 inquiries in the last 4 months job postings for franchise ownership, resulting in 2 deposits and 1 franchise awarded.  We have our FD reps participate in group discussions a minimum of 30 minutes per week.  They participate in industry specific group discussions only to provide meaningful answers and NOT sales pitches.  I have also come across prospects using linkedin group discussions for validation by asking other industry professionals their opinion about buying the business.   This was the response from the franchisee who bought after finding us in a group discussion.  She bought the franchise 3 months after her initial point of contact.   Q: (from our Captivate brochure) How did you hear about Plan Ahead Events? A: I was researching different groups on the linked in website.  Her email to the Franchise Sales rep who posted a discussion thread: Hello,I am a project manager and planner and am interested in your company as a place of employment. Are there opportunities to work in your company or be part of the franchise. Don't you think you need to add Overland Park, KS or Kansas City, Mo to your list of locations?Best regards,Loretta
  5. “Paying for ads on social media doesn’t work. Honestly talking about your franchise as a means to a new opportunity is the best strategy. Don’t try to hide that you are looking for potential new owners. Instead, talk about the franchise as a great business for the entrepreneurial minded individual”Applications came from website and through the social media channel.Conversion was faster, better quality, better knowledge and average size awardHandled in house“LinkedIn worked best” “Facebook is too private for identifying potential new owners outside of individual networks. Wouldn’t recommend”Facebook Ads - 53 inquiries directly over the last 2 years, 1 application to become a franchisee (no Discovery days, deposits, or deals)LinkedIn Networking & Group Discussions - 5 inquiries in the last year resulting in 1 closed awarded. Nothing from twitter. I have success with Craigslist, but didn’t include here as it isn’t really a true form of social media.
  6. 3 Awards in 2011 directly associated to social media1 from Facebook and 2 from LinkedInFacebookEach Franchisee has their own local Facebook pageLead came in to a local Z page from a prospective customerBecame a customer – liked the service so much, contacted the company thru their corporate FB page Applied for franchise, and was awardedFranchisees own FB Pages have also generated customers and employees for their Zs.LinkedInHas a dedicated resource that works targeted groups that they think potential Zs  may be participatingTargeting discussion including responding to people who express  burn out or frustration in their current jobThis effort takes a lot of time.  Employee’s comp is based partly on number of interactions .2 new Zs  first learned about this concept through these discussion groups and then reached out to the company to learn about becoming a franchisee and then were awarded.ROI is lower than traditional marketing channelsExpects that this will grow as they fine tune the Group verticals in LinkedIn.  Have narrowed it down from roughly 18 verticals to 9 that they work constantly. Glad to provide added updates from our activity over the last 12 months---and do appreciate the anonymous approach for competitive reasons.   Difference since last year has been we've moved to a "landing page" type of form where social media interest (from select verticals) is now routed directly with added link to our FranDev website.  We've lowered our verticals from 8-9 to 3-4 to keep these in full hunt mode-----but still always changing out to work different combinations for improvement.  Our numbers for 2012 were 1 again from FB with 3 from LI for total of 4 sourced direct from social media.  Increased traffic to our FranDev website also is a direct byproduct of this approach---and this has continued to build steadily month after month. Your other related comments below from your PPT slides last year remain in place and are still being worked in same approach.Hope you find this helpful for your ICFE Special Session
  7. BreadcrumbsOverall 15 or so brands 100 deals4-5% directDouble from last yearLast 6 mosFb4-5% 80% came Facebook (“That’s where the people are”)Not on Twitter/LinkedinContent/Blogs pushing it out trhough your solical media channels. Write content. Interesting info about your brand that people want to share1x week, rich link posting back to the Franchise Website, where the blogWant what you have to sell at the right time, intersection. Mixed in with consumer facing fb content. Traffic from the consumer website/consumer social media site is qualified traffic.Demographics – Braided eyebrows threading example. Ethnic, demo etc.Never get any conversion from TwitterVideo – Youtube tied back / embedded within blogsThumbnail within search. Google prefers that along with textContent/Story telling. Another place20-30s ½ of new franchisee owners \\Type of brand and sector like a beauty, pizza, yogurt, bbq restaurant – passion Food/BeautyPassion/Interest will drive this.Pictures – Before and after. Not a separate silo – part of what you do. Get them interested as consumer. Track
  8. Story telling – Thomas does a great job!Work in progress6 franchiseesNot specifically social mediaPortals/website/Grow fanbase on Facebook from 60 to 1600 fans 14% Lead data from Facebook (to their blog)2% LinkedIn2 months5.2% converted. – download free – contact info5.5% overall conversion. Now 6-7%Get them to their website and when they came from Social Media to a much more content rich website, the first call (introductory) is less intensive because their knowledge is much higher and speeds up the process, already qualified, application rate has more than doubled. In website Last 3 months Content rich website Part of the overall strategy. Got have a good website content rich to get better return and amplifies
  9. Last 5-6 months. Several deep in the pipeline on the way to DD. Higher conversion on the front end because of the content. Keeps the pipeline engaged every 3 days. Sales team reaching out via email. Drive them to their blog. Fresh and sticky. Video tool box that sales staff can use and based on the candidates concerns the sales staff can overcome the objection with the video & other content. Short video. Uses their own resources and have the marketing group help them with objections they need content to overcome. Every 2 weeks they have a standing meeting and interview their CEO.
  10. Reactivation of dead leadsResult: 30 new franchises in 6 months2400 dead leads from 4 yearsScrubbed down to 1600Sent an email with a ink to their social media (primarily Facebook) pages simply to say “hey look what’s going on with us”. No recruitment call to action100 responsesInvited to one of a series of 9 franchise recruitment webinars (that were also promoted for new applicants)61 applications30 franchises over 6 monthsCONFIRM 50%24 from the old 2400 and 6 new
  11. Lessons Learned:Recruitment use of Social media should not be brand regurgitationLifestyle etc with occasional brand messagingAdds context to your franchise development websiteConversion was faster, candidate quality was average, knowledge better. Implemented by 3rd PartyNothing is working great. No magic bullet.2600 Franchise Leads – 90% reported they had checked out the brands social media sites as part of their due diligence/discovery – Mostly FacebookBlogger – Google Franchise Sales Blog is a Living storybookMore difficult than portals. Restaurants have better shot because consumer knows the brand & have passionNot a line itemSales Process“Contributing Component”Have a firm Social Media Footprint to build off of and leverageThe contextBlog as the repository for all the cool things your brand does both for franchise owners, consumer customers and any other stakeholders (e.g. children of home health care customers)“Story Telling” - ----------------------------------------------------------------------Best Buy Example Browse on your ownSalesperson comes up  He is commission based, he's going to try to sell me something"I'm not on commission" just here to helpYou blow him/her off until you've done enough of your own self discovery to now need questions answered and context.Amazon allows you to shop pressure free Provide a lot of contentPictures & videosBuyer reviewsContent marketing instituteThe term content, without context, is then generally meaningless to consumers. CMI consultant and author of “The Now Revolution,” Jay Baer, believes that “Youtility,” or truly helpful content in multiple channels, is the future of marketing: “In a world where every prospective customer is facing an invitation avalanche, where every business is asking people to follow their tweets, read their blog, or watch their videos, you must resist the temptation to communicate solely and endlessly about your company, hoping for a quick sale,” says Baer.Start a positive relationship by taking down the firewall of distrust (be more open) Talk about transparencyWe don't sell, we awardThis has to be right for youEducation/Discovery/AwardingSocial Media can Give prospective franchisees self-directed discovery contentPresent your value proposition in a less-agenda driven environmentChange the framing of the prospects mind-set/reduce feeling pressure or agendaHelp prospective franchisee answer these questions How is your brand different than others in your vertical?What are your concept's values and historyWhat's your story/personalityWho are you and who are you notMake sure your social media has popular search phrases you for your niche and use them everywhere, in your blog posts, Twitter, PR, LinkedIn, Youtube etc. And it will help Increase your SEO so you can be even better discovered
  12. Best Buy Example Browse on your ownSalesperson comes up  He is commission based, he's going to try to sell me something"I'm not on commission" just here to helpYou blow him/her off until you've done enough of your own self discovery to now need questions answered and context.Amazon allows you to shop pressure free Provide a lot of contentPictures & videosBuyer reviewsContent marketing instituteThe term content, without context, is then generally meaningless to consumers. CMI consultant and author of “The Now Revolution,” Jay Baer, believes that “Youtility,” or truly helpful content in multiple channels, is the future of marketing: “In a world where every prospective customer is facing an invitation avalanche, where every business is asking people to follow their tweets, read their blog, or watch their videos, you must resist the temptation to communicate solely and endlessly about your company, hoping for a quick sale,” says Baer.Start a positive relationship by taking down the firewall of distrust (be more open) Talk about transparencyWe don't sell, we awardThis has to be right for youEducation/Discovery/AwardingSocial Media can Give prospective franchisees self-directed discovery contentPresent your value proposition in a less-agenda driven environmentChange the framing of the prospects mind-set/reduce feeling pressure or agendaHelp prospective franchisee answer these questions How is your brand different than others in your vertical?What are your concept's values and historyWhat's your story/personalityWho are you and who are you notMake sure your social media has popular search phrases you for your niche and use them everywhere, in your blog posts, Twitter, PR, LinkedIn, Youtube etc. And it will help Increase your SEO so you can be even better discovered