De-Mystifying Social Media For Franchise

DE-MYSTIFYING SOCIAL MEDIA AND HOW TO MAKE IT WORK FOR YOUR BUSINESSSOUTHEAST FRANCHISE FORUM

AUGUST 9TH, 2011

THE FLOOD GATES HAVE OPENEDEngaged consumers forcing social competition

OVER 500 MILLION USERS ON FACEBOOK- 25% OF ALL WEBSITE VIEWS

65 MILLION TWEETS A DAY- OVER 600 MILLION QUERIES IN TWITTER SEARCH

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

~ ECONSULTANCY.COM

WHAT SOCIAL MEDIA ISN’T

FACEBOOKTOOLSCAMPAIGNSFOLLOWERS/FANSADVERTISINGAUTOMATEDTACTICSSTRATEGIESNEW

• If your Social Media plan is tool focused,

you don’t have a strategy at all

• Worry about the tools last and focus on

how your business will be social

• Successful Social Media strategies stem

from identified business goals and

objectives

• This requires listening and incorporating

social web implementations into your

culture

WHAT SOCIAL MEDIA IS

RELATIONSHIPSCOMMUNICATIONPASSIONENGAGEMENTHELPINGEMOTIONSHARINGLOYALTYHELPING!!!

• If you are online, people will expect you to

be present

• Social Media is a organic process and

your job is to build lifelong relationships

• What experience do you want consumers

to come away with when they interact with

your Franchise?

• Ask how are you going to be social, not

what are you going to do with Social

Media?

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.

THE SOCIAL WEB HAS CHANGED HOW BUSINESS IS DONE

FRANCHISORS, FRANCHISEES, AND SOCIAL MEDIA

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.SOCIAL MEDIA FRANCHISE SURVEY

“Strengthens relationships with

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.”

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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DO YOU HAVE YOUR PROFILE ON ANY THE FOLLOWING SOCIAL NETWORKING SERVICES?

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT DO YOU EXPECT TO DRIVE USING SOCIAL MEDIA TOOLS?

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT PREVENTS YOUR FRANCHISE FROM EXPANDING ITS USE OF SOCIAL MEDIA?

WHO OWNS SOCIAL?

THE FRANCHISOR/FRANCHISEE SOCIAL RELATIONSHIP

• 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.

USE THE SOCIAL WEB TO INCREASE THESE THREE THINGS

WHO WE KNOW

WHO WE LIKE

WHO WE TRUST

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

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.

LESS MARKETING. MORE COMMUNICATION.

• 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.

THE SOCIAL WEB REQUIRES PUTTING THE HUMAN BACK IN 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?

CASE STUDIES

• Personable

• Authentic

• Accessible

• Helpful Resource

• Consistent

• Outstanding

TASTI D-LITE: GEO LOCATION

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

KOSAMA: EFFECTIVE CONTENT

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.

VALPAK: AUGMENTED REALTY/MOBILE

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.

MCDONALD’S: FACEBOOK

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.

THE FLOOR IS OPEN

Questions?

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

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

www.twitter.com/regroupinc

www.facebook.com/regroupinc

www.regroup.us

De-Mystifying Social Media For Franchise

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