This powerpoint was the basis for presentations about utilizing social media within a franchise environment as presented at West Coast Franchise Expo and Franchise Expo South.

1. SOCIAL MEDIA:
BASICS & BEYOND

2. Beyond the ravages of the recession, which
has served as an equal opportunity offender,
companies have weathered unanticipated
factors ranging from environmental disasters
to aggressive competition, soaring overhead,
technology shifts, and come-from-nowhere
events that have altered how people think
and buy.

3. Resisting change isn’t an option…
When circumstances throw sales into a
tailspin, business owners face two choices:
spend unrecoverable time resisting, waiting
and hoping for the altered reality to get
back to normal, or face facts and change
with the times.
… Adapting to change is!

5. Social Media Landscape

8. Social Media Landscape

9. Social Media in
typical business environments

10. Social Media in Franchising
Consumer
Franchisee
Brand

11. * What are the objectives for using social media within our franchise
system?
* Has a comprehensive social media strategy been developed consistent
with our goals?
* Is it necessary to integrate our social media efforts with our overall
marketing strategy?
* Will our social media efforts be specifically targeted for optimum
effectiveness?
* How will we measure our social media efforts?
* What are our expectations with respect to bottom line results?

14. Getting started - Social Media e-IDEA™
• Explore
• Identify
• Develop
• Execute
• Analyze

15. Social Media e-IDEA™
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.
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?
Developing a Strategy and Plan of Action – Customized to specific
targets in accordance with franchise development goals and
objectives?
Executing the Plan – Putting the plan in motion including monitoring,
managing the process including new content and updates. Keep it
fresh!
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?

16. Today’s consumers & franchise candidates are…
More educated
More sophisticated
More technologically
advanced
More diligent
More cautious
More anxious
…than ever before!

17. Oh the times they are a changin’ Bob Dylan

18. Facebook
Including Facebook Reviews!

19. Review Sites

20. Twitter

21. foursquare

22. LinkedIn
http://www.linkedin.com/in/segreto

23. Mobile Marketing

24. QR Codes

25. YouTube

26. Google

27. Blogs

29. Email Marketing

30. Online Brand Management
• Google profiles
• Google alerts
Brand
Keywords
Per targets
Geo-specific
• Online brand audits
• Blogging Community

31. Cross-platform & Multi-tier

32. Integrated Franchise Marketing

33. What are the potential benefits of
Integrated Franchise Marketing?
At FRANCHISEE level At FRANCHISOR level
• Local brand awareness
• Increased sales
• Improved communications
with franchisor
• Improved communications
with fellow franchisees
• Improved profitability
• Increased business value
• Regional & National brand
awareness
• Increased royalty revenue
• Improved communications
with franchisees
• Improved franchisee validation
• Increased interest in franchise
concept
• Improved profitability

34. Today’s consumers & franchise candidates are…
More educated
More sophisticated
More technologically
advanced
More diligent
More cautious
More anxious
…than ever before!

35. Does that mean traditional marketing
should not be utilized?
Does that mean the franchise sales
process should change?