Sally Witzky, Founder & Chief Digital Strategist of Traction Group, spoke at the Virginia Franchise Forum on Friday, February 25, 2011. Topic: Digital Marketing in our High-Touch, Fast-Paced, Multi-Media World. Slides are copyright of Traction Group LLC.

1. The Impact of Social and Mobile for Franchises: Marketing in our High-Touch, Fast-Paced, Multi-Media World Sally Witzky All slides © 2011 Traction Group LLC and the companies mentioned. All rights reserved. Slides dated February 25, 2011. Presented at GRCC’s Virginia Franchise Forum, Franchise Roundtable Networking Event, Richmond VA.

2. VFF: Franchise Roundtable Networking Event

3. DISRUPTION

4. INNOVATION

5. Consumers:Obsessed with Facebook

6. Social Mobile Stats

7. Facebook & Mobile There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” – Facebook official statistics (January, 2011).

8. Value of a Facebook Fan: The study found that people spent significantly more on products they were fans of, compared with consumers who were not fans. In the case of many of Facebook’s most popular food and beverage marketers, fan spending was more than double that of non-fans.

9. Social… 600 Tweets and 700 Facebook posts every second

10. Mobile Web = how we buy By 2011, over 85 percent of new handsets will be able to access the mobile Web. Many mobile Web users are mobile-only “In the last twelve months, customers around the world have ordered more than US $1 billion of products from Amazon using a mobile device," – Jeff Bezos, founder and CEO of Amazon.com (July 2010).

11. Top 10 ways consumerswill use mobile in 2012 Money transfer Location-based services Mobile search Mobile browsing Mobile health monitoring Mobile payment (it is a way of life in Japan) Mobile couponing Mobile advertising Mobile instant messaging Mobile music as predicted by Gartner (November 2009).

12. What does this all mean? Social media and mobile technology, along with geo-location services are QUICKLY changing consumers media and buying habits Technology is leading behavior Consumers will drive your business because they will decide to buy based on many factors and info that is literally at their fingertips, anytime and anywhere Content is content. And content is King.

13. The Revolution Will Be Televised: Google TV, The Death Of Digital As We Know It, And The Rebirth Of The Big Idea “The arrival of Google TV heralds the creation of a media marketplace where, for the first time in a long time (and possibly ever), content is content, agnostic of channel, and regardless of screen. The idea of "channel" becomes increasingly irrelevant as we move toward a future where a screen is a screen is a screen, and Web content becomes increasingly indistinguishable from television content. Content will become content. And it will be fighting like hell for viewers.”Read more: http://www.cmo.com/channels/revolution-will-be-televised-google-tv-death-digital-we-know-it-rebirth-big-idea#ixzz1ExodrPhH

14. Franchisors:“teach and provide” Must stay on the cutting edge and be the knowledge leaders and facilitators Must initiate feedback loop plus easy ways to share ideas and help each other Must teach digital marketing to their owners to stay current; break it down; simplify. Must provide owners with digital media strategies, and simple ways of localizing content and maximizing efforts while protecting the brand.

15. Franchisees:You have a big challenge Marketing is a full-time job. So is sales. So is everything else. (sorry). Make it a point to fully understand what Franchisor provides; much of it is good and underutilized. Know your market. Know it well. Protect your brand. Get in learning mode; you have a lot to absorb. Find experts who can put it all together for you, not just sell you a product or service.

16. Sally says… “In the digital world, three months is like three years.”

17. What’s moving out…

18. Foundation

19. Intermediate

20. Advanced Layers

21. And more…

22. COLLABORATE Agree who does what – franchisor or franchisee? Perhaps both. Agree who will do research and training – avoid duplication. Understand that collaborating often can get you moving forward faster and fast is key.

23. Let’s talk tools… Social Media Managers Multiple SM accounts Multiple users Mobile Apps Integrated Marketing Software Marketing Project Management New Business / Lead Conversion

24. Your 3 Key Takeawaysin the social mobile world: Be aware of shopping and buying behavior changes and realize they can change very fast Marketing/sales strategies and plans need to be flexible & nimble to respond to ever-changing technology Must engage by using right content for the local business

25. Want more… Inner Circle

26. Questions? Twitter.com/sallywitzky Twitter.com/tractiongroup Facebook.com/tractiongroup sally@tractiongroup.com http://TractionGroup.com