2. Successful Franchise Online Brand
Management will result in:
• Brand consistency in all local markets
• #1 Rankings in all markets
• Prompt and effective online customer care in
all markets
• Prompt and consistent damage control in all
local markets
• Consistent engagement and participation on
social networks in all local markets
3. 1. Internet Marketing Model
This is the foundation of your online
strategy and it answers three primary
questions:
• How will online marketing be implemented?
• Who is responsible?
• Where will funding come from?
4. This will define how and franchisees and
their employees (as well as corporate
employees) can use the Internet.
2. Internet Usage Policy
5. 3. Social Care Policy
This defines how you will provide
customer service through your online
channels.
6. 4. Communication & Engagement Plan
Once the foundational elements are setup,
you need a plan for creating and
distributing your content in order to
prompt engagement and generate action.
7. 5. Measurement
You need a strategy for measuring your
online efforts to account for: engagement,
traffic, leads, conversation rates and sales.
This will ensure you know what’s working
and what’s not so you can adapt your
franchise online brand management plan
as you go.
91% of consumers make purchasing decisions that are influenced by online experiences
78% of social media users actually purchase from brands they follow online
91% of consumers make purchasing decisions that are influenced by online experiences
78% of social media users actually purchase from brands they follow online