FRANCHISE ONLINE BRAND MANAGEMENT5 STEPS TO SUCCESSFUL

Successful Franchise Online Brand Management will result in:• Brand consistency in all local markets• #1 Rankings in all markets• Prompt and effective online customer care in

all markets• Prompt and consistent damage control in all

local markets• Consistent engagement and participation on

social networks in all local markets

1. Internet Marketing ModelThis is the foundation of your online strategy and it answers three primary questions:• How will online marketing be implemented?• Who is responsible?• Where will funding come from?

This will define how and franchisees and their employees (as well as corporate employees) can use the Internet.

2. Internet Usage Policy

3. Social Care PolicyThis defines how you will provide customer service through your online channels.

4. Communication & Engagement Plan

Once the foundational elements are setup, you need a plan for creating and distributing your content in order to prompt engagement and generate action.

5. Measurement You need a strategy for measuring your online efforts to account for: engagement, traffic, leads, conversation rates and sales.

This will ensure you know what’s working and what’s not so you can adapt your franchise online brand management plan as you go.

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