2. Overview
of
Day:
aims
&
objec<ves
Social
Media
&
Franchising
How
Social
media
can
make
a
difference
to
your
business
Key
Social
Media
Issues
3. Now
is
the
<me
to
get
to
grips
with
social
media
Aim:
To
understand
how
to
harness
the
power
of
social
media
to
drive
up
profits
and
grow
your
business
4. Objec<ves
• Iden<fy
and
recruit
new
franchisees
• AIract
new
business
for
your
franchisees
and
help
them
increase
their
business
profit
• Gain
new
customers
for
your
core
business
• Develop
and
implement
a
social
media
strategy/policy
throughout
your
franchise
network
5. Objec<ves
• Build
brand
awareness
• Keep
your
customers
fully
updated
24/7
• Recession
proof
your
business
• Understand
the
piRalls
of
social
media
and
how
to
limit
the
damage
when
it
goes
wrong
7. Legal
Aspects
of
Social
Media
• SeUng
up
a
Social
Media
Policy
• What
a
social
media
policy
should
include
• You
may
wish
to
consider
the
following
points
when
draXing
your
social
media
policy:
•
Strategy:
How
social
media
ac<vity
will
support
or
promote
your
prac<ce's
aims
and
objec<ves.
• www.lawsociety.org.uk
8. • Guidelines
for
engaging:
What
the
limita<ons
are
as
to
what
can
be
discussed,
commented
on
or
promoted
via
social
media
to
avoid
poten<al
for
reputa<onal
damage
to
an
individual
or
prac<ce.
To
include:
•
details
of
how
these
guidelines
will
be
communicated
to
those
par<cipa<ng
in
social
media
•
where
relevant,
details
on
the
use
of
disclaimers
sta<ng
that
the
views
expressed
are
those
of
the
employee
and
are
not
representa<ve
of
the
employee's
view
9. • Management:
Who
will
manage
your
prac<ce's
social
media
policy
and
be
responsible
for
ensuring
compliance?
To
include:
•
any
restric<ons
in
employment
contracts
•
details
of
the
training
and
support
required
for
those
using
social
media
•
details
of
the
process
for
managing
breaches
of
the
social
media
policy,
for
example
withdrawing
an
individual
from
a
project.
10. • Roles
and
responsibili;es:
Who
will
oversee
social
media
ac<vity
and
take
responsibility
for
the
day-‐to-‐day
administra<on
of
the
different
ac<vi<es,
and
who
will
be
able
to
par<cipate
in
social
media
ac<vity
within
your
prac<ce?
To
include:
•
details
of
who
will
'own'
social
media
contacts.
If
you
are
responsible
for
your
prac<ce's
page
on
a
social
media
site,
it
will
be
the
prac<ce
that
owns
the
content
and
contacts,
whereas
the
contacts
on
your
own
personal
page
on
a
social
media
site
belong
to
you.
•
Is
it
more
appropriate
to
use
a
work
or
personal
email
address?
For
example,
if
you
are
seUng
up
a
personal
profile
on
LinkedIn
it
may
be
more
prac<cal
to
use
a
personal
email
address
as
this
would
not
be
affected
if
you
changed
employers.
On
the
other
hand,
a
work
email
address
would
be
more
appropriate
if
you
are
promo<ng
services.
11. •
Compliance:
How
will
you
ensure
that
your
social
media
ac<vity
is
compliant
with
the
SRA
Handbook
and
Code
of
Conduct
2011?
•
Confiden;ality:
How
will
your
prac<ce
ensure
that
confiden<ality
is
maintained
when
social
media
is
used?
•
Consistency:
How
will
your
prac<ce
ensure
consistency
in
its
approach
to
draXing
messages
and
contribu<ng
to
discussions
that
take
place
within
different
social
media
channels?
You
may
also
wish
to
ensure
that
the
presenta<on
of
social
media
ac<vity
is
consistent
with
your
prac<ce's
branding
guidelines.
15. My Objectives:
• Create a Bespoke Strategy for ?????
• Be Creative
• Define clearly outlined outcomes
• Achieve those outcomes within 3 Mths
• Create Professional Inbound Marketing Profiles
• Put ????? on Page 1 on LinkedIn for ????
• Produce Social Media Strategy
• Produce Social Media Policy
• Blue Print for next 12 mths
www.sayconsultancy.com
16. The Strategy Planning Stages:
www.sayconsultancy.com
Number One
Goal
Where will
you play ?
How will
you win ?
What do we need to focus on?
3-6 Key Objectives
Your Objectives
17. Stage Two
CHALLENGES
OPPORTUNITIES
Tools
Resources
Compe<<on
Market
www.sayconsultancy.com
19. Social Media Landscape: why you cant ignore it
• LinkedIn:
• 2 new members join every second
• 4.2 billion professional searches done in 2011
• Facebook:
• 850 million monthly active users
• 20% of all page views on the web are on Facebook
• Twitter:
• 500 million accounts
• 1.1 million new accounts every day
• You Tube:
• 2 billion views every day
• 3rd most visited site in the world
www.sayconsultancy.com
20. LinkedIn Facts & Figures
• 150
million
Worldwide
members
• 8.4
million
UK
members
• Almost
two
thirds
of
all
professionals
in
Britain
are
on
LinkedIn
• 64%
year
on
year
membership
growth
• 82%
use
LinkedIn
for
business
purposes
• 74%
use
LinkedIn
to
network
with
other
professionals
www.sayconsultancy.com
22. 6 Social Media Pitfalls:
1. Rush To Action without a Plan
2. Lack of Objectives &
Measurement
3. No Content Guidelines
4. Failing To Engage Audiences
5. Limited Social Reach
6. Choosing the wrong Tools &
Tactics
www.sayconsultancy.com
23. Importance of a Social Media Strategy
• Target audience
• Key Objectives
• How to Integrate
• Culture change
• Capacity
• Tools & tactics
• Measurement
• How to Be Creative
Identify
24. How To Get The Best From
Linkedin
To Generate Referrals & Leads
Alan McGee: Say Consultancy Ltd
25. Steps to Maximise Franchise Marketing:
• Tools & Tactics
• Maximise Professional Profile, Keywords
• LinkedIn Groups
• Questions & Answers
• Slideshare
• Behance
• Company Profile
• Box Net
• Skills
• News
• Events……..
www.sayconsultancy.com
26. Maximise Professional Profile:
• Premium Secret
• Keywords
• Client Focused
• Twitter Feed
• Snapshot
• Social Currency
• Customised Web Links
• Customised Twitter Feeds
www.sayconsultancy.com
27. Profile Page
• Photo:
• Chinese proverb: “One picture is worth ten thousand
words."
• People want to network with people they can see, so smile,
make an impression
• Keywords:
• Maximise SEO words think like your customer
• Customise: All hyper –links e.g. web sites & Vanity URL
• Recommendations: Ask for them & showcase them
• Social Media Links: Twitter, Facebook, Blog……..add
• Professional Headline: maximise your bio….Keywords
www.sayconsultancy.com
29. LinkedIn Groups
1. Identify and join your best prospect target group,
focus on 3 to 5 groups with 200 to 1000 members
to maximise your exposure (too big you get lost)
2. Target popular discussions in each group and join
in, don’t leave conversations open
3. Become a Top Influencer Start your own
discussion, create social value
4. Create your own Brand Group focus on people
who can benefit from sharing experiences and
insights
• Ultimately: you have control of the content
www.sayconsultancy.com
30. Create Your Own Branded Group:
www.sayconsultancy.com
3,363
members
33. Questions & Answers
• Post a Question: tap into the wisdom and experience
of your network, who may be facing similar challenges
to you
• Post it in a targeted category or the discussion
board of a related group
• Answer a Question in LinkedIn answers, get yourself
recognised as an industry expert, a great opportunity
to win new business, at the least find new
prospective clients
www.sayconsutlancy.com
34. Ask A Question:
• Question related to
your clients & sector
• Targeted
• Specific
• Relevant
www.sayconsultancy.com
39. Slideshare:
• Why Slideshare:
• Another Free Stand Alone Web Site
• It gets over 50 million monthly visitors
• It is one of the most visited 250 websites in the world.
• Helps you create a branded Offering
• It is another Social Network
• The Paid account can generate leads
www.sayconsultancy.com
40. Slideshare:
• Integrate into Linkedin
• Promote campaigns
• Showcase Pension Developments
• Tips, Tricks & News
• Market Events
• Promote Case Studies
• Also
• Creates additional search engine traffic
• Viral to Blogs, Facebook, Twitter, LinkedIn & You
Tube
www.sayconsultancy.com
48. Change Order Of Page:
• Example, Check my Profile
• Profile fully utilised
• Slideshare
• Video
• Blog
• Box Net
• Summary
• Recommendations
• Keywords, via Skills & Interests
www.sayconsultancy.com
51. 5 Steps on how to Connect Professionally:
1. Research the Target contact, check their profile,
see who they are and who they know
2. If you know them from business, networking,
college or a friend you can ethically connect
3. Never send them the default invite, show some
respect, let them know you have made an effort
4. If you don’t know them, find someone you know
who does, ask for a referral introduction
5. If none of the above, look at which groups of
common interest you have and join the same
group, another box will appear in the invite section,
then join them
www.sayconsultancy.com
52. How to Connect Professionally:
• Sending an invite to Rachel
•
www.sayconsultancy.com
Only if it is true!
Please don’t send the default invite