social media - basics & beyond
DESCRIPTION
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.TRANSCRIPT
SOCIAL MEDIA:BASICS & BEYOND
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.
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!
Social Media Landscape
Social Media Landscape
Social Media in typical business environments
Social Media in Franchising
ConsumerFranchisee
Brand
* 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?
Getting started - Social Media e-IDEA™
• Explore• Identify• Develop• Execute• Analyze
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?
Today’s consumers & franchise candidates are…
More educatedMore sophisticatedMore technologically advanced
More diligentMore cautiousMore anxious
…than ever before!
Oh the times they are a changin’ Bob Dylan
Including Facebook Reviews!
Review Sites
foursquare
Mobile Marketing
QR Codes
YouTube
Blogs
Email Marketing
Online Brand Management
• Google profiles • Google alerts Brand Keywords Per targets Geo-specific• Online brand audits• Blogging Community
Cross-platform & Multi-tier
Integrated Franchise Marketing
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
Today’s consumers & franchise candidates are…
More educatedMore sophisticatedMore technologically advanced
More diligentMore cautiousMore anxious
…than ever before!
Does that mean traditional marketing should not be utilized?
Does that mean the franchise sales process should change?
IT IS NOT THE ANSWER TO POOR PRACTICES!
