1.
DE-MYSTIFYING SOCIAL MEDIA AND HOW TO
MAKE IT WORK FOR YOUR BUSINESS
SOUTHEAST FRANCHISE FORUM
AUGUST 9TH, 2011

2.
THE FLOOD GATES HAVE OPENED
Engaged consumers forcing social competition
OVER 500 MILLION USERS ON FACEBOOK
- 25% OF ALL WEBSITE VIEWS
LINKEDIN NOW HAS 70 MILLION USERS
- 2ND LARGEST U.S. SOCIAL NETWORK
YOUTUBE GETS 2 BILLION VIEWS A DAY
- THE SECOND LARGEST SEARCH ENGINE NEXT TO GOOGLE
65 MILLION TWEETS A DAY
- OVER 600 MILLION QUERIES IN TWITTER SEARCH
~ ECONSULTANCY.COM
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 2

3.
WHAT SOCIAL MEDIA ISN’T
FACEBOOK • If your Social Media plan is tool focused,
TOOLS you don’t have a strategy at all
CAMPAIGNS • Worry about the tools last and focus on
FOLLOWERS/FANS how your business will be social
ADVERTISING • Successful Social Media strategies stem
from identified business goals and
AUTOMATED objectives
TACTICS • This requires listening and incorporating
STRATEGIES social web implementations into your
culture
NEW
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 3

4.
WHAT SOCIAL MEDIA IS
RELATIONSHIPS • If you are online, people will expect you to
COMMUNICATION be present
PASSION • Social Media is a organic process and
ENGAGEMENT your job is to build lifelong relationships
HELPING • What experience do you want consumers
to come away with when they interact with
EMOTION your Franchise?
SHARING • Ask how are you going to be social, not
LOYALTY what are you going to do with Social
Media?
HELPING!!!
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 4

5.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
THE SOCIAL WEB HAS CHANGED HOW BUSINESS IS DONE
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 5

6.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
FRANCHISORS, FRANCHISEES, AND SOCIAL MEDIA
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 6

7.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
SOCIAL MEDIA FRANCHISE SURVEY
“Strengthens relationships with
!"#$%&#"'()*+$#**',"-.$/.0#*' customers.”
*!"#
“Dialogue. We've been able to talk to fans
)!"#
and critics alike. We've also been able to
provide personal responses and
(!"#
assistance to customers who've
experienced issues.”
'!"#
“The real time customer service aspect is
&!"#
unique to social media and we are
benchmarking best in class companies to
%!"#
learn how they are doing it well.”
$!"#
“It allows us to communicate directly with
our customers-- provide them useful
!"# information, solve concerns, share news
+,-# ./# of our franchisees actively participating in
their communities.”
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 7

8.
TRANSFORM YOUR BRAND.
DO YOU HAVE YOUR PROFILE ON ANY THE FOLLOWING SOCIAL
TRANSFORM YOUR BUSINESS.
NETWORKING SERVICES?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 8

9.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
WHAT DO YOU EXPECT TO DRIVE USING SOCIAL MEDIA TOOLS?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 9

10.
TRANSFORM YOUR BRAND.
WHAT PREVENTS YOUR FRANCHISE FROM EXPANDING
TRANSFORM YOUR BUSINESS.
ITS USE OF SOCIAL MEDIA?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 10

11.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
WHO OWNS SOCIAL?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 11

12.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
• Franchisors want to make sure the brand messaging is
consistent.
• Franchisees may go rogue and create their own social
engagements.
• Social Media requires both Franchisor and Franchisee to
collaborate on effective communication.
• Franchisors can provide best practices, training, and content
disbursement to their units.
• Franchisees can bring to the table their results and
perspective of what their communities want and need.
• This requires a top-bottom-bottom-top organizational
structure.
THE FRANCHISOR/FRANCHISEE SOCIAL RELATIONSHIP
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 12

13.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
WHO WE KNOW
WHO WE LIKE
WHO WE TRUST
USE THE SOCIAL WEB TO INCREASE THESE THREE THINGS
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 13

14.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Listen: Monitor sentiment of your brand, industry, and competition.
This helps target social communications to the appropriate audience
through the appropriate channels.
Identify/Build Internal Resources: Representatives of every corner of
your organization. Team should include internal champions of your
company and the social web.
Policies and Procedures: Build internal guidelines for your company.
Define as needed, and provide a structure for future social media
executions.
Content Generation: Identify all possible and available content
options. This ties into your listening phase.
Engage and Educate: Learn how to be active and not reactive on the
social web. Keep current with ethics and methodologies that govern
the digital landscape.
BECOMING A SOCIAL BUSINESS
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 14

15.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
SOCIAL MEDIA FEEDS ON CONTENT
B2B Social Media is still P2P Social Media - Jason Falls
•You are still dealing with, communicating, and doing business with
people.
• If you are going to be online, you need to:
- Connect
- Communicate
- Build loyalty for your company and product/service
- Find and build leads
- Go where people go
•Many B2C social marketing strategies apply to B2B. The tactics may
differ.
•Regardless if your are B2B or B2C, the social web requires an
authentic and genuine presence.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 15

16.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
• Your social media presence needs to be a reflection of your
culture and who you are.
• Remember P2P: People will do business with people and they
do business with people they can get to know.
• Helping people is the new marketing.
• Stop thinking like a company and start thinking like a customer.
• Allow your customer to participate with you.
• Consumers demand immediate and efficient response from
companies.
LESS MARKETING. MORE COMMUNICATION.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 16

17.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
IT ALL COMES BACK TO YOUR CUSTOMER
PROPOSITION:
DON’T THINK SOCIAL MEDIA STRATEGY
WHAT IS YOUR MARKETING OBJECTIVE AND HOW CAN YOU
INTEGRATE SOCIAL INTO IT?
THE SOCIAL WEB REQUIRES PUTTING THE HUMAN BACK IN BUSINESS
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 17

18.
CASE STUDIES
• Personable
• Authentic
• Accessible
• Helpful Resource
• Consistent
• Outstanding
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 18

19.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Goal: Build a better loyalty program using social networks
already in use by customers
Updating Traditional Marketing: Punch cards can not link a
sale to an individual or their spending habits.
TastiRewards: Points awarded for every dollar spent, but
additional points awarded for sharing their experiences with the
brand through social networks.
Customer Adoption: Customers didn’t have to add a new
communication channel. Ease of use and access lead to
increased brand loyalty.
Social Networks: Facebook, Twitter, Foursquare
TASTI D-LITE: GEO LOCATION
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 19

20.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Goals: Increase market mind share and build online presence
for a young one unit store. Build Lead generation to open
additional franchises locally and nationally.
Awareness Through Content: Kosama provided content based
on a passion subject related to their industry, Healthy Living.
Informational and helpful blog and video content created.
Organic Campaign: Monthly reporting and testing to see what
was working, and wasn’t. Campaign changed based on
feedback, engagement, and behavior.
Consistency: Best practices solidified with Franchisor and
adopted by individual Franchisees keeping branding and
messaging consistent.
KOSAMA: EFFECTIVE CONTENT
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 20

21.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Goals: Update their direct mailing marketing efforts using
current technology and mobile devices used by consumers.
Mobile Coupons: Mobile device recognizes Valpak deals when
a person points their smart phone’s camera in the direction of
local businesses.
No Paper: User can redeem deals by showing the local
merchant the coupon on their mobile device.
Consumer Needs: Giving access to savings when people want
them, and integrating technology customers are rapidly
adopting.
Opt In: People can sign up for additional deals and SMS
coupons from Valpak.
VALPAK: AUGMENTED REALTY/MOBILE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 21

22.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Goals: Increase fan base and build true engagement with one
of the largest social networks.
Ask Questions: McDonald’s asks their fans questions as it
relates to their interests, seasons, holidays, and polls.
Passion Point: Ronald McDonald House and local charities.
Sharing stories from families and communities.
First Place: Fast food franchisee withe most fans (close to 10
million), and greatest fan growth per month.
Room For Improvement: Despite the size of the fan base,
McDonald’s doesn’t engage often. Majority of their posts are
ads. Rogue Facebook pages.
MCDONALD’S: FACEBOOK
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 22

23.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
THE FLOOR IS OPEN
Questions?
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 23

24.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
REFERENCES
Tasti D-Lite:
http://www.slideshare.net/werkshop/case-study-tasti-dlite
Kosama:
http://www.slideshare.net/onesocialmedia/social-media-case-
study-7093297
Valpak:
http://www.mobilecommercedaily.com/2011/03/29/valpak-pushes-
geo-targeted-coupons-via-mobile-augmented-reality-app
McDonald’ss:
http://www.quora.com/Which-fast-food-chains-globally-have-the-
best-social-media-campaigns
Franchise Help Blog:
http://www.franchisehelp.com/blog
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 24

25.
TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
THANK YOU VERY MUCH!
Janet Muhleman
President and CEO
734.327.
janet.muhleman@regroup.us
David Murray
Director, Social Web Communications
734.327.6622
david.murray@regroup.us
www.twitter.com/davemurr
Follow Us
www.twitter.com/regroupinc
www.facebook.com/regroupinc
www.regroup.us
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us Southeast Franchise Forum | 8.9.2011 | 25