Jack Monson, Engage121 presented "How to Monitor and Leverage Social Platforms" at FranCamp in Atlanta. How do you turn your customer base into a powerful guerilla marketing force? How do you tap into your existing customer base to leverage their love of your brand into valuable word-of-mouth referrals? How do you monitor and measure the engagement?

1. Leveraging
Social
Platforms
Jack Monson
Vice President
Engage121
@jackmonson

2. • Enhancing the brand experience
• Product launch
• Customer service
• Recruiting new Franchisees
• Public Relations
• Employee engagement
• Franchise Relations
• Reputation management
• My daughter tells me we need
to do something on Facebook

3. Sell more stuff to more people at higher prices
- Frank Helmert, AON

4. Who?
Franchisors Empowering Franchisees
20% of Franchisees jump in Give them content
60% of Franchisees unsure Give them tools, results
20% of Franchisees won’t touch it Do it for them

5. What Platforms?
800 Million Users
But what about the other 6 Billion people?

6. What Platforms?

7. Platforms Include Ratings and Review Sites

8. Monitor: Explore & Listen
Monitor Keywords:
•Your brand(s)
•Your competitors
•Industry issues
Monitor People and Groups:
•Your Franchisees
•Your Customers
•Industry Influencers
•Franchising Voices
•Potential Franchisees

9. Monitor Versus Engage
Monitoring & reporting: lurking at a cocktail party, then going
home and writing about it in your diary.
Engagement: interacting with people at the party!

10. Respond
Questions
•Reply as soon as possible – one hour?
•Who should answer? Marketing, Customer Service, Sales?
Local Franchisee?
Negative Comments
•Brief pause to see if a customer comes to your defense
•Respond to all thoughtful criticisms
•Respond on same platform
•Take conversation offline as soon as possible
•Don’t delete unless it violates your posted policy
•If you delete, tell fans that you deleted it and why!

11. Cross Pollinate
Remember, your Twitter followers
may never read ratings and
review sites.
Consumers who find your blog
may not find your Facebook page.
Your Facebook fans may never
leave Facebook!

12. Measure: Bottom Line Metrics vs. Social Media Activity

13. Next: Integrating Advertising

14. About Engage121, Inc.
– Communications Software for Franchises
– Founded 1998
– New York – Chicago – London
– Sept 2010: Launched Engage121
– Oct 2010: Mashable “Top Five SMMS for Business”
– Nov 2011: Mashable Finalist Digital Company of Year
– April 2012: Gartner “Cool Vendor”
Jack Monson, Vice President
jmonson@engage121.com
www.jackmonson.com