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Franchise Social Media - Webinar Presentation

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Franchise Social Media - Webinar Presentation

  1. 1. FRANCHISE SOCIAL MEDIA WEBINAR
  2. 2. Paul Segreto President & CEO franchisEssentials www.FMDpro.com paulsegreto@FMDpro.com 832.838.4822 FRANCHISE SOCIAL MEDIA WEBINAR
  3. 3. FRANCHISE SOCIAL MEDIA - BEST PRACTICES FOR BRAND AWARENESS, LEAD GENERATION & SYSTEM-WIDE COMMUNICATIONS FRANCHISE SOCIAL MEDIA WEBINAR
  4. 4. FRANCHISE SOCIAL MEDIA WEBINAR
  5. 5. SOCIAL MEDIA LANDSCAPE FRANCHISE SOCIAL MEDIA WEBINAR
  6. 6. FRANCHISE SOCIAL MEDIA WEBINAR
  7. 7. FRANCHISE SOCIAL MEDIA WEBINAR
  8. 8. SOCIAL MEDIA LANDSCAPE FRANCHISE SOCIAL MEDIA WEBINAR
  9. 9. SOCIAL MEDIA IN TYPICAL BUSINESS ENVIRONMENTS FRANCHISE SOCIAL MEDIA WEBINAR
  10. 10. FRANCHISE SOCIAL MEDIA WEBINAR
  11. 11. SOCIAL MEDIA IN FRANCHISING FRANCHISE SOCIAL MEDIA WEBINAR
  12. 12. FRANCHISE SOCIAL MEDIA WEBINAR
  13. 13. * What are the objectives for using social media within our franchise system? * Has a comprehensive social media strategy been developed consistent with our goals? * Are our social media efforts integrated with our overall marketing strategy? * Are our social media efforts specifically targeted for optimum effectiveness? * Are we effective in our social media efforts? * What are our bottom line results? FRANCHISE SOCIAL MEDIA WEBINAR
  14. 14. GETTING STARTED - SOCIAL MEDIA E-IDEA • Explore • Identify • Develop • Execute • Analyze FRANCHISE SOCIAL MEDIA WEBINAR
  15. 15. FRANCHISE SOCIAL MEDIA WEBINAR
  16. 16. SOCIAL MEDIA E-IDEA 1. 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. 2. 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? 3. Developing a Strategy and Plan of Action – Customized to specific targets in accordance with franchise development goals and objectives? 4. Executing the Plan – Putting the plan in motion including monitoring, managing the process including new content and updates. Keep it fresh! 5. 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? FRANCHISE SOCIAL MEDIA WEBINAR
  17. 17. SOCIAL MEDIA POLICY – DO YOU NEED ONE? Whether we like it or not, social media is here to stay and it will continue to grow and change. Social media is a vehicle for grassroots marketing requiring a relative investment to implement and manage yet having the potential for far reaching results. As a franchisor, you need to create and implement Social Media Policies that can guide your and your franchisees’ participation in these marketing vehicles. FRANCHISE SOCIAL MEDIA WEBINAR
  18. 18. FRANCHISE SOCIAL MEDIA POLICY ARTICLES http://blog.wsidigitalmarketing.com/index.php/social-media/do-we-need-a- social-media-policy/ http://www.allbusiness.com/company-activities-management/company- structures/14292073-1.html http://www.franchise.org/Franchise-Industry-News-Detail.aspx?id=50532 http://www.expansionexperts.com/blog/tag/social-media/ FRANCHISE SOCIAL MEDIA WEBINAR
  19. 19. FRANCHISOR HANDLES ALL SOCIAL MEDIA PROS CONS •Total control over what is said •Takes time and effort •Consistency of message •It will require part-time and •Control over frequency eventually full-time position •Better ability to track results •Required coordination with franchisees for local flavor •Save franchisees time and effort •Franchisees unable to respond to customers in timely manner FRANCHISE SOCIAL MEDIA WEBINAR
  20. 20. FRANCHISEE HANDLES ALL SOCIAL MEDIA PROS CONS •Provides great vehicle for •Franchisor loses total control of personal interaction and what is being said relationship building at local •May lead to lack of consistency of level message •Franchisees able to respond to •Franchisees may not actually customers in timely manner participate frequent enough to produce results •Franchisees can measure •Franchisor will have to monitor results directly franchisee participation to ensure compliance with policy FRANCHISE SOCIAL MEDIA WEBINAR
  21. 21. FRANCHISOR / FRANCHISEE COLLABORATION PROS CONS •Allows some personal interaction •Requires great deal of coordination and relationship building at local between franchisor and franchisees level while still providing greater to ensure optimum results level of control by franchisor •It may lessen time spent by both parties as duties are shared •Franchisees able to interact with customers at local level in timely fashion FRANCHISE SOCIAL MEDIA WEBINAR
  22. 22. WHAT IF FRANCHISES GOT THERE FIRST? FRANCHISE SOCIAL MEDIA WEBINAR
  23. 23. WHAT IF FRANCHISES GOT THERE FIRST? FRANCHISE SOCIAL MEDIA WEBINAR
  24. 24. ONLINE BRAND MANAGEMENT Google profiles Google alerts Brand Keywords Per targets Geo-specific Online brand audits Blogging Community FRANCHISE SOCIAL MEDIA WEBINAR
  25. 25. TODAY’S CONSUMER & FRANCHISE CANDIDATE More educated More diligent More sophisticated More cautious More technologically More anxious advanced …than ever before FRANCHISE SOCIAL MEDIA WEBINAR
  26. 26. DOES THAT MEAN TRADITIONAL MARKETING SHOULD NOT BE UTILIZED? DOES THAT MEAN THE FRANCHISE SALES PROCESS SHOULD CHANGE? FRANCHISE SOCIAL MEDIA WEBINAR
  27. 27. FRANCHISE SOCIAL MEDIA WEBINAR
  28. 28. INTEGRATED FRANCHISE MARKETING FRANCHISE SOCIAL MEDIA WEBINAR
  29. 29. WHAT ARE THE POTENTIAL BENEFITS OF INTEGRATED FRANCHISE MARKETING? AT F R A N C H I S E E L E V E L AT F R A N C H I S O R L E V E L Local brand awareness Regional & National brand awareness Increased sales Increased royalty revenue Improved communications with franchisor Improved communications with franchisees Improved communications Improved franchisee validation with fellow franchisees Increased interest in franchise Improved profitability concept Increased business value Improved profitability FRANCHISE SOCIAL MEDIA WEBINAR
  30. 30. FRANCHISE SOCIAL MEDIA WEBINAR
  31. 31. INTEGRATING SOCIAL MEDIA WITH TRADITIONAL MARKETING SOCIAL MEDIA TRADITIONAL Facebook Tradeshows LinkedIn Print Advertising Twitter Direct Mail You Tube Email Marketing Online PR Portals FRANCHISE SOCIAL MEDIA WEBINAR
  32. 32. FRANCHISE SOCIAL MEDIA WEBINAR
  33. 33. FRANCHISE SOCIAL MEDIA WEBINAR
  34. 34. FRANCHISE SOCIAL MEDIA WEBINAR
  35. 35. FRANCHISE SOCIAL MEDIA WEBINAR
  36. 36. FRANCHISE SOCIAL MEDIA WEBINAR
  37. 37. INTEGRATING SOCIAL MEDIA WITH TRADITIONAL MARKETING SOCIAL MEDIA TRADITIONAL Facebook Tradeshows LinkedIn Print Advertising Twitter Direct Mail You Tube Email Marketing Online PR Portals FRANCHISE SOCIAL MEDIA WEBINAR
  38. 38. RELEVANT, PERTINENT & INFORMATIVE Myth – Social Media is all about the conversation Reality – Social Media is all about who is listening! FRANCHISE SOCIAL MEDIA WEBINAR
  39. 39. FRANCHISE SOCIAL MEDIA WEBINAR
  40. 40. FRANCHISE SOCIAL MEDIA WEBINAR
  41. 41. FRANCHISE SOCIAL MEDIA WEBINAR
  42. 42. FRANCHISE SOCIAL MEDIA WEBINAR
  43. 43. INTEGRATING SOCIAL MEDIA WITH TRADITIONAL MARKETING SOCIAL MEDIA TRADITIONAL Facebook Tradeshows LinkedIn Print Advertising Twitter Direct Mail You Tube Email Marketing Online PR Portals FRANCHISE SOCIAL MEDIA WEBINAR
  44. 44. FRANCHISE SOCIAL MEDIA WEBINAR
  45. 45. FRANCHISE SOCIAL MEDIA WEBINAR
  46. 46. FRANCHISE SOCIAL MEDIA WEBINAR
  47. 47. FRANCHISE SALES REQUIRES A SEAMLESS TRANSITION! Sales representatives must be aware of all online marketing messages Sales representatives must be aware of all discussions regarding the brand Sales representatives must be aware sales process may not be A to Z Sales representatives must be aware franchise compliance still prevails Sales representatives must be aware people still buy from people FRANCHISE SOCIAL MEDIA WEBINAR
  48. 48. FRANCHISE SALES REQUIRES A SEAMLESS TRANSITION! Sales representatives must be aware of all online marketing messages Sales representatives must be aware of all discussions regarding the brand Sales representatives must be aware sales process may not be A to Z Sales representatives must be aware franchise compliance still prevails Sales representatives must be aware people still buy from people THIS APPLIES TO BROKERS, TOO! FRANCHISE SOCIAL MEDIA WEBINAR
  49. 49. TWO DISTINCT OBJECTIVES For local brand awareness and driving business to franchise units For regional and national brand awareness and generating interest in franchise concept Requires different strategies and plans. However, they may feed off each other! FRANCHISE SOCIAL MEDIA WEBINAR
  50. 50. FRANCHISE SOCIAL MEDIA WEBINAR
  51. 51. ADDITIONAL BENEFIT Improving communications and information sharing at all levels of the franchise system FRANCHISE SOCIAL MEDIA WEBINAR
  52. 52. FRANCHISE SOCIAL MEDIA WEBINAR
  53. 53. FRANCHISE SOCIAL MEDIA WEBINAR
  54. 54. SOCIAL MEDIA TRENDS FOR 2011 & BEYOND Group buying Question and answer sites Mobile Facebook credits Branded content Twitter monetizing Google will keep… failing FRANCHISE SOCIAL MEDIA WEBINAR
  55. 55. OF COURSE, THERE’S SO MUCH MORE TO DISCUSS Customer review sites Mobile marketing Blogs Webinars Email marketing Location-based social media Social media dashboards Virtual events Local business listings management FRANCHISE SOCIAL MEDIA WEBINAR
  56. 56. FRANCHISE SOCIAL MEDIA WEBINAR
  57. 57. SOCIAL MEDIA RESOURCES FRANCHISE SOCIAL MEDIA WEBINAR
  58. 58. FRANCHISE SOCIAL MEDIA WEBINAR
  59. 59. FRANCHISE SOCIAL MEDIA WEBINAR
  60. 60. Paul Segreto President & CEO franchisEssentials www.FMDpro.com paulsegreto@FMDpro.com 832.838.4822 FRANCHISE SOCIAL MEDIA WEBINAR

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