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Social Media and Franchising


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I gave this presentation to the Los Angeles Franchise Business Network and the SoCal Women\'s Franchise Network. Feel free to contact me with questions.

Social Media and Franchising

  1. 1. Social Media & Franchising Jon Carlston Director of Franchisor Development Process Peak LLC Special thanks to Paul Segreto for his insight and some graphics. @PaulSegreto
  2. 2. Definition <ul><li>Social: Human interaction </li></ul><ul><li>Media: Technology </li></ul><ul><li>Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other </li></ul>
  3. 3. History <ul><li>The “new” way to market your business and connect with customers </li></ul>
  4. 4. Online Communities <ul><li>Build Your Page </li></ul><ul><li>Meet People </li></ul>
  5. 5. Build Your Own Community <ul><li>Bringing customers to you </li></ul>8 million registered users and 9,000 visitors a day. (ComScore 2006).
  6. 6. What is it today? <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul>
  7. 7. What is it today?
  8. 8. Why Social Media? <ul><li>We don’t meet socially as much as we used to </li></ul><ul><li>Social Media provides that opportunity in a way that suits our busy lives </li></ul><ul><li>Changes how we discover & share news, info and content </li></ul><ul><li>Daily networking event </li></ul><ul><li>Candidates talk through Social Media to Franchisors, Franchisees and Customers. They are and will continue to do so. </li></ul>
  9. 9. Why Social Media? <ul><li>Sixty percent of Americans use social media </li></ul><ul><li>93% of social media users expect you to have presence </li></ul><ul><li>85% expect interaction </li></ul>
  10. 10. Why Social Media? <ul><li>Customers don’t rely on media and advertising for purchasing decisions. </li></ul><ul><li>Rely on peer reviews </li></ul>
  11. 11. Why Social Media? <ul><li>Creates brand awareness with franchise candidates and consumers alike </li></ul><ul><li>Generates franchise leads that are genuinely interested in exploring what franchising and small business ownership has to offer, and how a particular concept may be the vehicle to achieve their goals and objectives </li></ul><ul><li>Establishes an interactive environment of communications and information sharing at all levels of franchise organization </li></ul>Social Media Benefits within a Franchise Organization
  12. 12. Why Not? <ul><li>Resistance to new technology </li></ul><ul><li>Fear of losing control </li></ul><ul><li>Guess what… they’re talking about you whether you like it or not </li></ul><ul><li>You have a chance to participate in the conversation </li></ul><ul><li>This gives you control and the ability to influence </li></ul>
  13. 13. Social Media e-IDEA How to “Effectively” Utilize Social Media in your Franchise Organization Thanks to @PaulSegreto for his e-IDEA explanation!
  14. 14. What is Social Media e-IDEA? E xploring I dentifying D eveloping E xecuting A nalyzing
  15. 15. Exploring <ul><li>Social Networking </li></ul>
  16. 16. Exploring <ul><li>Don’t forget…. </li></ul>
  17. 17. Exploring
  18. 18. Identifying our target Today’s Franchise Candidate is… <ul><li>More educated </li></ul><ul><li>More technologically advanced </li></ul><ul><li>More sophisticated </li></ul><ul><li>More anxious </li></ul><ul><li>More diligent </li></ul><ul><li>More cautious </li></ul>
  19. 19. Identify Ideal Franchisee Profile <ul><li>Corporate HR Professionals </li></ul><ul><li>Recruiters / Headhunters </li></ul><ul><li>Transitioning Executives </li></ul><ul><li>Female Entrepreneurs </li></ul><ul><li>Current Franchisees (other segments) </li></ul><ul><li>Recent College Graduates </li></ul>
  20. 20. Identify Know Where Your Target Is?
  21. 21. Find & Listen to Your Audience <ul><li>Google Alerts & RSS Feeds </li></ul><ul><li>Twitter Search, Mr Tweet, Twollow, ExecTweet, TweetDeck, TweetBeep </li></ul><ul><li>BackType </li></ul><ul><li>Board Reader </li></ul><ul><li>Trendrr </li></ul><ul><li>Social Mention </li></ul><ul><li>Delicious </li></ul><ul><li>Facebook Fan Sites and Groups </li></ul>
  22. 22. More about RSS <ul><li>RSS Feed </li></ul>Google Reader
  23. 23. Identify
  24. 24. Identify and Develop       <ul><li>Each LinkedIn group has a discussion feature </li></ul><ul><li>Start out responding & answering questions </li></ul><ul><li>Earn the right to post questions / discussions </li></ul><ul><li>Be proactive in LinkedIn Q & A forum </li></ul>
  25. 25. Identify and Develop <ul><li>Join Facebook fan pages & groups </li></ul><ul><li>Frequently post items of interest & links </li></ul><ul><li>Routinely post information about your concept </li></ul><ul><li>Utilize photos, videos & blogs </li></ul>
  26. 26. Identify and Develop <ul><li>Research followers’ profile and follow significant individuals </li></ul><ul><li>Search and follow individuals and companies within ideal franchise profile </li></ul><ul><li>Post general items of interest and importance to your concept and franchise customers </li></ul><ul><li>Post links that “touch” your franchise concept </li></ul><ul><li>Post links to your concept’s website and blogs </li></ul><ul><li>Post links to press releases, events and appearances </li></ul>
  27. 27. Developing The Ten Commandments of Social Media
  28. 28. Developing <ul><li>Commandment 1. Thou Shalt Blog (like crazy) </li></ul><ul><li>Commandment 2. Thou Shalt Create Profiles (everywhere) </li></ul><ul><li>Commandment 3. Thou Shalt Upload Photos (lots of them) </li></ul><ul><li>Commandment 4. Thou Shalt Upload Videos (all you can find) </li></ul><ul><li>Commandment 5. Thou Shalt Podcast (often) </li></ul><ul><li>Commandment 6. Thou Shalt Set Alerts (immediately) </li></ul><ul><li>Commandment 7. Thou Shalt Comment (on a multitude of blogs) </li></ul><ul><li>Commandment 8. Thou Shalt Get Connected (with everyone) </li></ul><ul><li>Commandment 9. Thou Shalt Explore Social Media (30 minutes per day) </li></ul><ul><li>Commandment 10. Thou Shalt Be Creative (go forth and create creatively) </li></ul>
  29. 29. Execute
  30. 30. Execute
  31. 31. Facebook <ul><li>Group </li></ul><ul><li>Fan site </li></ul>
  32. 32. LinkedIn <ul><li>Discussions </li></ul><ul><li>News </li></ul>
  33. 33. Twitter <ul><li>Who does it? </li></ul><ul><li>How often? </li></ul><ul><li>Listen first! Twitter Search TweetDeck Filter </li></ul><ul><li>Share, don’t just market </li></ul><ul><li>Don’t Cheat Build relationships </li></ul><ul><li>Auto-replies / DMs </li></ul>
  34. 34. Blogs <ul><li>Publish your own content – Corporate and Franchisees </li></ul><ul><li>Allow users to generate content (comments) </li></ul>
  35. 35. Collaborate with Bloggers
  36. 36. YouTube
  37. 37. Ning and others <ul><li>Franchise communities </li></ul>
  38. 38. Analyze <ul><li>Are we currently part of conversations about our product/industry? </li></ul><ul><li>How are we currently talked about versus our competitors? </li></ul><ul><li>Build better relationships with our key audiences? </li></ul><ul><li>Participate in conversations where we hadn’t previously had a voice? </li></ul><ul><li>Move from a running monologue to a meaningful dialogue with customers? </li></ul>
  39. 39. Analyze <ul><li>Google Analytics and Feedburner analyze your company’s blog traffic, subscriber count, keyword optimization and additional trends. </li></ul><ul><li>How many people joined your social network, become a connection or fan? </li></ul><ul><li>How much activity there is on your blog </li></ul><ul><li>Leads generated through links in your social media efforts. </li></ul>
  40. 40. Summary <ul><li>Explore and Identify </li></ul><ul><li>Establish your presence and connect </li></ul><ul><li>Execute </li></ul><ul><li>Analyze </li></ul>
  41. 41. IFA Social Media Taskforce <ul><li>Exciting times for the IFA </li></ul><ul><li>Jumping in with both feet </li></ul><ul><li>IFA Convention </li></ul>
  42. 42. Google Wave
  43. 43. Process Peak
  44. 44. Thank You <ul><li>Jon Carlston </li></ul><ul><li>Process Peak LLC </li></ul><ul><li>[email_address] </li></ul><ul><li>760-212-5799 </li></ul><ul><li>Twitter: @joncarlston </li></ul><ul><li>Facebook: </li></ul><ul><li>LinkedIn: </li></ul>