The Twitter Frontier - IFA 2012l


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Social Media & Franchising - Presentation from 2012 International Franchising Association Annual Convention

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  • How many of your have smart phones that can access the Internet right now?How many of you have it with you?How many of it in your hand?Show me (PHOTO) TweetWe know you are going to be looking at it during this session, so…..We will pick one out and award a T-shirt (afterwards)
  • World Wide Rave - A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.
  • 75% of COMPUTER EXPLORERS Franchisees have a Facebook page
  • Per Entrepreneur Magazine Jan issue: Massage Envy encourages franchisees to embrace social media. The Scottsdale AZ based company not only operates FB and Twitter accounts but each month distributes to franchisees a social media calendar with suggested FB and Twitter posts that easily can be customized for individual locations. Additionally, at its annual convention last year, Massage Envy held several sessions on social media to help franchisees understand the benefit and prepare them with the tools they need to be successful. Massage Envy uses targeted FB ads to attract franchisees to buy into the 700-location system. Last year, the company implemented a 60-day advertising campaign targeting 12 million FB users in key expansion markets. The initative generated more than 10 million impressions and nearly 2,500 click throughs to their website.
  • The Twitter Frontier - IFA 2012l

    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
    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
    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• #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
    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
    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: • • • • • • • • • • • #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 consulting.com800-531-5053 954-893-9150 813-387-0264 ccohen@fish- #TFIFA2012