12. • Great resources available
for research
• Appoint 1 person to own
the strategy (one of your
smartest)
• Its as much about the
questions as the answers
13. Required Digital Assets
• Franchisor website – must speak to:
– End customers – the expression of your brand in
the market
– Potential franchisees
– Employees and potential employees (including
those of the franchisee)
14. Required Digital Assets
• Franchisee websites?
– Yes
• Profile page?
• Microsite?
• Integration into the franchisor’s brand, strategy
• URL strategy – virtual, subdomain, unique domain
• Will you provide them the site? Direct them to a
vendor partner? Provide them skins?
• Call tracking – an absolute must!
15. Required Digital Assets
• Franchisee websites?
– No
• How will you handle location finder? Google Maps API
• How will you address local presence?
– Google+
– Facebook
• How will you police this? Fragmentation!
16. Required Digital Assets
• Franchise Development site
– Part of your corporate site?
– Separate site in FD CRM? (Captivate, Process Peak etc.)
• International Strategy
– Extension of corporate site? Master sites?
– Lock down domains (.ca, .co.uk, .mx, .com.au)
– How will you handle languages?
– Who controls the sites? You? Masters?
17. Required Digital Assets
• Social Properties – 1 listing or thousands?
– Facebook – franchisee pages?
– LinkedIn – people joining “wrong company”
– Twitter – monitoring twittersphere
– Google+
– Pinterest
• Impact of social proof
19. Technology Decisions
• Platform choices – pros and cons
– Open source - WordPress, DNN, Joomla, Drupal
– Proprietary CMS systems
– Let the vendor choose?
20. “to the man with a hammer,
everything looks like a nail”
21. Mobile
• Responsive or Adaptive site
• User Interaction Analysis (vs. same site, different
devices)
• Native apps
22. Testing
• Landing Page Optimization
• Digital Alchemy
– Traffic costs don’t change,
but results do!
• Multivariate analysis
23. CRM/ERP
• Zoho, Salesforce, Netsuite
– Workflow automation
– Ticketing/Support center
– Integration with Google Apps
• How will you choose an implementer?
24. Resources to Help
• Digital Blueprint Checklist
• Digital Minds book
• www.wsiworld.com/frantech
email me: dmonaghan@wsiworld.com
25. THE FRANCHISOR’S DIGITAL BLUEPRINT
Developing Your Strategy from Top Down vs. Bottom Up
Stefania Sigurdson – ssigurdson@tutordoctor.com
26. Tutor Doctor Experience
• 215 locations running 390 units in 15 countries
• Rapid sales growth and rapid internationalization
• Rapid unit growth
• 700 visitors/day to corporate sites
• 11,000 followers on Facebook
• Franchisees run their own PPC on their own
approved domain
• Multi-vendor system
• Social media content strategy for social and
newsletters
27. Core Challenges
-Variety
-Lack of “one Tutor
Doctor voice”
-Franchisees not online
marketing experts
-Not gaining economies
of scale