The document discusses how top franchises leverage mobile, local search, social media, and real-time engagement to succeed digitally. It finds that they optimize their websites and apps for mobile, focus on local search and sites, choose the right social channels like Facebook, and strive to respond to customers in a timely manner. Real-time campaigns on platforms like Facebook and Foursquare are also shown to drive engagement.

1. 1

2. Consumers are on
mobile 24/7
2

3. 3
of adults say their mobile
phones are within arms
reach
Source:
h-p://pewinternet.org/Commentary/2012/February/Pew-­‐Internet-­‐Mobile.aspx

4. 4
of consumers
will wait only
seconds for a web page
to load on their mobile
device before
abandoning the site
» Enhance
your
store's
image
in
the
community
» Increase
customer
loyalty
» Grow
store
traffic,
sales
and
awareness
Source:
h-p://www.whitepapersource.com/socialmedia2013/PDF/SMSS13_Greg_Hickman.pdf

5. 5
out
of
mobile
searches
Lead
to
acRon.
OVER
HALF
lead
to
purchase.
Source:
h-p://www.motleycreaRons.com/blog.php

6. 6
Great
locaRon
finder,
you
can
also
order
and
pay
for
food
through
app

7. Starbucks
7
• Mobile
Brand
of
the
Year
2012
• 1
billion
in
mobile
payments
in
2013

8. Pearle Vision
8
• Clean
mobile
opRmized
site
• All
informaRon
quickly
accessible

9. How Do Top Franchises Dominate
Mobile?
9
• Apps
• OpRmized
Sites

10. Search is moving from
national to local
10

11. 11

12. 12
Source:
Based
on
20BN
Desktop
US
Searches
(May
2013,
Comscore)

13. Search Is Going Local Not National
13
• 1
in
3
searches
are
for
places
or
locaRons
– This
is
expected
to
grow
to
50%
in
2014
Personalized
Search
Search
History
LocaRon
Social
History
Source:
h-p://blumenthals.com/blog/2012/11/13/ed-­‐parsons-­‐1-­‐in-­‐3-­‐
searches-­‐at-­‐google-­‐are-­‐local/

14. Local Franchise Sites
14
• Goal:
Create
very
focused,
simple,
local
sites
that
drive
lead
genera4on
or
convert
leads

15. Lifetime Fitness
15

16. How Do Top Franchises Rule Search
Results?
16
• Local
Search
• Local
Sites

17. Social media is getting
bigger (and stronger)
17

18. 18
What To Use?
Source:
h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf
Facebook
is
sRll
#1

19. 19
Wendy’s
Single
Facebook
page
with
local
&
regional
messaging

20. 20
Applebee’s
Very
nice
use
of
Parent/
Child
Facebook
pages

21. 21
monthly
acRve
users…
Source:
h-p://www.staRsRcbrain.com/facebook-­‐staRsRcs/

22. 22
What to pay for?
h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf

23. Meineke of Burnsville
23
Timeline: Invoice Count Per Day
Soj
Open
1/6
Facebook
Campaign
Starts
2/26
Facebook
Campaign
Ends
3/30
• Average
number
of
daily
invoices
increased
by
79.5%
once
the
Facebook
campaign
started

24. How Do Top Franchises Win at Social?
24
• Pick
the
right
social
channels
• Create
a
presence
• Expand
with
ads

25. Consumers expect
real time response
25

26. 26
Customers are
22% more likely to
consider a brand after
experiencing real time
marketing
Source:
h-p://www.cmo.com/content/cmo-­‐com/home/arRcles/2013/10/14/RealTimeMarkeRng_15Stats.html

27. 27
When People Interact with a Post on
Facebook:
Almost 50% of engagement
happens within the
first 30 minutes
80% of engagement in the
first 180 minutes
Source:
h-p://www.socialbakers.com/blog/1662-­‐facebook-­‐real-­‐Rme-­‐markeRng-­‐50-­‐post-­‐reach-­‐happens-­‐in-­‐30min

28. 28
• 32%
expect
a
response
within
30
minutes
• 42%
expect
a
response
within
60
minutes
• 57%
expect
the
same
response
Rme
at
night
and
on
weekends
as
during
normal
business
hours
Source:
h-p://www.convinceandconvert.com/social-­‐media-­‐research/42-­‐percent-­‐of-­‐consumers-­‐complaining-­‐in-­‐social-­‐media-­‐expect-­‐60-­‐minute-­‐response-­‐Rme/

29. 29
Show your audience they can expect
timely, relevant interactions with your
brand

30. 30
• Pizza
Hut
teamed
up
with
Foursquare
for
a
Super
Bowl
real-­‐Rme
campaign
• By
the
end
of
the
campaign
303,445
people
had
check
in
(people
were
checking
in
at
the
rate
of
1,000
per
minute
when
the
campaign
was
running)

31. 31
Home Helpers
Home
Helpers
receives
60%
of
their
leads
through
live
chat

32. Call Centers & Website Chat Features
Can Increase Conversion by 36%
32
Source:
FranTech
2014
conference

33. Learn from Top Franchises
33
• Listen
and
respond
well
or
don’t
do
it
at
all
• Have
a
dedicated
resource

34. Get the
Infographic!
34
www.bluewaterbrand.com/digital

35. 35
Craig
Boyte
Director
of
1:1
Digital
Strategy
MaK*
Wangsness
Digital
MarkeRng
Manager
Thank you!

36. Connect with Us!
36
@BluewaterBrand
facebook.com/bluewaterbrand
Bluewater
Inc.
bluewaterbrand.com/blog