The document discusses best practices for using social media in franchising. It covers exploring different social media platforms, identifying target audiences, and developing a strategy and plan of action. The document also discusses whether franchisors, franchisees, or a collaboration should handle social media, and integrating social media with traditional marketing. It emphasizes that social media is about who is listening, and sales representatives must be aware of online discussions and adapt to changing consumer behaviors.

1. FRANCHISE SOCIAL MEDIA WEBINAR

2. Paul Segreto
President & CEO
franchisEssentials
www.FMDpro.com
paulsegreto@FMDpro.com
832.838.4822
FRANCHISE SOCIAL MEDIA WEBINAR

3. FRANCHISE SOCIAL MEDIA - BEST PRACTICES FOR
BRAND AWARENESS, LEAD GENERATION
& SYSTEM-WIDE COMMUNICATIONS
FRANCHISE SOCIAL MEDIA WEBINAR

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5. SOCIAL MEDIA LANDSCAPE
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8. SOCIAL MEDIA LANDSCAPE
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9. SOCIAL MEDIA IN
TYPICAL BUSINESS ENVIRONMENTS
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11. SOCIAL MEDIA IN FRANCHISING
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13. * What are the objectives for using social media within our franchise
system?
* Has a comprehensive social media strategy been developed
consistent with our goals?
* Are our social media efforts integrated with our overall marketing
strategy?
* Are our social media efforts specifically targeted for optimum
effectiveness?
* Are we effective in our social media efforts?
* What are our bottom line results?
FRANCHISE SOCIAL MEDIA WEBINAR

14. GETTING STARTED - SOCIAL MEDIA E-IDEA
• Explore
• Identify
• Develop
• Execute
• Analyze
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16. SOCIAL MEDIA E-IDEA
1. Exploring different aspects of Social Media, including Social Networking
and key Web 2.0 technology that creates excitement and brand
awareness within your industry segment.
2. Identifying primary and secondary targets – Who will be targeted to
purchase and/or visit your franchise locations? How deep do the target
groups go and are there collateral groups that can be tapped?
3. Developing a Strategy and Plan of Action – Customized to specific targets in
accordance with franchise development goals and objectives?
4. Executing the Plan – Putting the plan in motion including monitoring,
managing the process including new content and updates. Keep it fresh!
5. Analyzing & Quantifying the Results – Is it working? Do you continue
straight ahead or repeat the process from the beginning? What are actual
results in franchise sales and system revenue?
FRANCHISE SOCIAL MEDIA WEBINAR

17. SOCIAL MEDIA POLICY – DO YOU NEED ONE?
Whether we like it or not, social media is here to stay and
it will continue to grow and change. Social media is a
vehicle for grassroots marketing requiring a relative
investment to implement and manage yet having the
potential for far reaching results. As a franchisor, you need
to create and implement Social Media Policies that can
guide your and your franchisees’ participation in these
marketing vehicles.
FRANCHISE SOCIAL MEDIA WEBINAR

18. FRANCHISE SOCIAL MEDIA POLICY ARTICLES
http://blog.wsidigitalmarketing.com/index.php/social-media/do-we-need-a-
social-media-policy/
http://www.allbusiness.com/company-activities-management/company-
structures/14292073-1.html
http://www.franchise.org/Franchise-Industry-News-Detail.aspx?id=50532
http://www.expansionexperts.com/blog/tag/social-media/
FRANCHISE SOCIAL MEDIA WEBINAR

19. FRANCHISOR HANDLES ALL SOCIAL MEDIA
PROS CONS
•Total control over what is said •Takes time and effort
•Consistency of message •It will require part-time and
•Control over frequency eventually full-time position
•Better ability to track results •Required coordination with
franchisees for local flavor
•Save franchisees time and
effort
•Franchisees unable to respond
to customers in timely manner
FRANCHISE SOCIAL MEDIA WEBINAR

20. FRANCHISEE HANDLES ALL SOCIAL MEDIA
PROS CONS
•Provides great vehicle for •Franchisor loses total control of
personal interaction and what is being said
relationship building at local •May lead to lack of consistency of
level message
•Franchisees able to respond to •Franchisees may not actually
customers in timely manner participate frequent enough to
produce results
•Franchisees can measure •Franchisor will have to monitor
results directly franchisee participation to ensure
compliance with policy
FRANCHISE SOCIAL MEDIA WEBINAR

21. FRANCHISOR / FRANCHISEE COLLABORATION
PROS CONS
•Allows some personal interaction •Requires great deal of coordination
and relationship building at local between franchisor and franchisees
level while still providing greater to ensure optimum results
level of control by franchisor
•It may lessen time spent by both
parties as duties are shared
•Franchisees able to interact with
customers at local level in timely
fashion
FRANCHISE SOCIAL MEDIA WEBINAR

22. WHAT IF FRANCHISES GOT THERE FIRST?
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23. WHAT IF FRANCHISES GOT THERE FIRST?
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24. ONLINE BRAND MANAGEMENT
Google profiles
Google alerts
Brand
Keywords
Per targets
Geo-specific
Online brand audits
Blogging Community
FRANCHISE SOCIAL MEDIA WEBINAR

25. TODAY’S CONSUMER & FRANCHISE CANDIDATE
More educated More diligent
More sophisticated More cautious
More technologically More anxious
advanced
…than ever before
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26. DOES THAT MEAN TRADITIONAL
MARKETING SHOULD NOT BE
UTILIZED?
DOES THAT MEAN THE FRANCHISE
SALES PROCESS SHOULD CHANGE?
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28. INTEGRATED FRANCHISE MARKETING
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29. WHAT ARE THE POTENTIAL BENEFITS OF
INTEGRATED FRANCHISE MARKETING?
AT F R A N C H I S E E L E V E L AT F R A N C H I S O R L E V E L
Local brand awareness Regional & National brand
awareness
Increased sales
Increased royalty revenue
Improved communications
with franchisor Improved communications with
franchisees
Improved communications Improved franchisee validation
with fellow franchisees
Increased interest in franchise
Improved profitability concept
Increased business value Improved profitability
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31. INTEGRATING SOCIAL MEDIA
WITH TRADITIONAL MARKETING
SOCIAL MEDIA TRADITIONAL
Facebook Tradeshows
LinkedIn Print Advertising
Twitter Direct Mail
You Tube Email Marketing
Online PR Portals
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37. INTEGRATING SOCIAL MEDIA
WITH TRADITIONAL MARKETING
SOCIAL MEDIA TRADITIONAL
Facebook Tradeshows
LinkedIn Print Advertising
Twitter Direct Mail
You Tube Email Marketing
Online PR Portals
FRANCHISE SOCIAL MEDIA WEBINAR

38. RELEVANT, PERTINENT & INFORMATIVE
Myth – Social Media is all about the conversation
Reality – Social Media is all about who is listening!
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43. INTEGRATING SOCIAL MEDIA
WITH TRADITIONAL MARKETING
SOCIAL MEDIA TRADITIONAL
Facebook Tradeshows
LinkedIn Print Advertising
Twitter Direct Mail
You Tube Email Marketing
Online PR Portals
FRANCHISE SOCIAL MEDIA WEBINAR

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47. FRANCHISE SALES REQUIRES A SEAMLESS TRANSITION!
Sales representatives must be aware of all online marketing
messages
Sales representatives must be aware of all discussions
regarding the brand
Sales representatives must be aware sales process may not be
A to Z
Sales representatives must be aware franchise compliance still
prevails
Sales representatives must be aware people still buy from
people
FRANCHISE SOCIAL MEDIA WEBINAR

48. FRANCHISE SALES REQUIRES A SEAMLESS TRANSITION!
Sales representatives must be aware of all online marketing
messages
Sales representatives must be aware of all discussions
regarding the brand
Sales representatives must be aware sales process may not be
A to Z
Sales representatives must be aware franchise compliance still
prevails
Sales representatives must be aware people still buy from
people
THIS APPLIES TO BROKERS, TOO!
FRANCHISE SOCIAL MEDIA WEBINAR

49. TWO DISTINCT OBJECTIVES
For local brand awareness and driving business to
franchise units
For regional and national brand awareness and
generating interest in franchise concept
Requires different strategies and plans.
However, they may feed off each other!
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51. ADDITIONAL BENEFIT
Improving communications and information
sharing at all levels of the franchise system
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54. SOCIAL MEDIA TRENDS FOR 2011 & BEYOND
Group buying
Question and answer sites
Mobile
Facebook credits
Branded content
Twitter monetizing
Google will keep… failing
FRANCHISE SOCIAL MEDIA WEBINAR

55. OF COURSE, THERE’S SO MUCH MORE TO DISCUSS
Customer review sites
Mobile marketing
Blogs
Webinars
Email marketing
Location-based social media
Social media dashboards
Virtual events
Local business listings management
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57. SOCIAL MEDIA RESOURCES
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60. Paul Segreto
President & CEO
franchisEssentials
www.FMDpro.com
paulsegreto@FMDpro.com
832.838.4822
FRANCHISE SOCIAL MEDIA WEBINAR